Social media management proposals have a particular problem — clients think they're paying for someone to post on Instagram. Your proposal needs to reframe social media as a business investment, not a task they could hand to an intern.
This guide covers the exact sections, language, and pricing structure that works. What to include, what to cut, and how to position your services so clients see the value instead of comparing you to the teenager who offered to run their account for $200.
The Proposal Sections That Close Social Media Deals
Walk through each section with intention. Every part of your proposal should either prove you understand their business or move them toward signing.
1. Executive Summary
Reference their specific business. Mention their current social presence, what you noticed, and what you'd do differently. This is where you prove you actually looked at their accounts.
Example: "Your Instagram has 12K followers but your engagement rate is 0.8%, well below the 1.5-3% industry average for retail brands. We'd focus on content strategy and community management to close that gap."
2. Social Media Audit
Show them what you found. This section proves you did the work. Include:
- Current follower counts and growth trends
- Engagement rates vs industry benchmarks
- Content performance analysis (what's working, what isn't)
- Competitor analysis (2-3 competitors, what they do well)
- Platform-specific opportunities they're missing
| Platform | Followers | Engagement Rate | Industry Avg |
|---|---|---|---|
| 12,400 | 0.8% | 1.5-3% | |
| 3,200 | 2.1% | 1-2% | |
| TikTok | — | — | Not yet active |
3. Strategy & Content Plan
Break it down by platform with specific content types. Don't say "we'll post on Instagram." Say exactly what you'll create:
Reels strategy (2-3/week), carousel posts for education and product highlights, Stories cadence (daily during peak hours). Content pillars: product demos, behind-the-scenes, user-generated content, industry tips.
Thought leadership posts from executives, company culture and team spotlights, industry insights and trend commentary. 3-4 posts per week.
Short-form video strategy, trend participation, UGC-style content. 4-5 Reels/videos per week. Test format before full commitment.
Include 3-5 content pillars that align with their brand voice. Add a monthly content calendar overview so they see the rhythm of your output.
4. Deliverables
Be extremely specific. Not "social media management" but:
- 12 feed posts per month (4 per week, Mon/Wed/Fri)
- 20 Stories per month
- 4 Reels per month
- Community management (response within 2 hours, Mon-Fri)
- Monthly analytics report with recommendations
- Quarterly strategy review call
5. Timeline
Phase it so they see when things happen:
6. Pricing
Three tiers let clients self-select. The middle tier usually wins:
2 platforms, 8 posts/month, monthly report. Good for small businesses testing social.
- • 2 platforms (choose 2)
- • 8 feed posts per month
- • Monthly analytics report
3 platforms, Reels, community management, bi-weekly reports. Best for most clients.
- • 3 platforms
- • 16 posts per month including Reels
- • Community management (2hr response)
- • Bi-weekly reports
All platforms, daily posting, video production, paid social strategy, influencer outreach.
- • All platforms
- • Daily posting
- • Video production
- • Paid social strategy
- • Influencer outreach
- • Weekly reports
7. Case Study
One relevant example. Make it specific: "We grew [restaurant chain]'s Instagram from 3,200 to 28,000 followers in 6 months. More importantly, their online reservation rate from social channels increased 340%." Business outcomes > vanity metrics.
8. Terms & Next Steps
Contract length (3-month minimum is standard), content approval process (48-hour turnaround), what you need from them (brand guidelines, platform access, approval contacts), and how to sign. Make it easy: "Click here to sign. We'll reach out within 24 hours to schedule onboarding."
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Try it freePricing Social Media Services: The Hard Part
Hourly pricing kills social media proposals. "We'll work 20 hours per month" tells them nothing. They can't visualize 20 hours. They can visualize 12 posts, 4 Reels, and a report. Price by deliverables, not time.
The retainer model works because it's predictable for both sides. You know your revenue. They know their cost. No surprise invoices. No scope creep arguments about whether that extra Reel counts as one hour or two.
How to justify premium pricing? Lead with ROI. If they're a B2B company, "Our LinkedIn clients see 2-3x more inbound leads from thought leadership content." If they're e-commerce, "Social-driven traffic converts at 1.8x the rate of paid; we'll grow that channel." Make it about their business, not your effort.
Project-based pricing works for launches and campaigns—product drops, rebrands, event coverage. Not for ongoing management. Use it as an add-on: "Product launch campaign: $2,500 one-time for 2 weeks of dedicated content and paid amplification."
Paid ads management should be a separate line item. Many clients assume it's included. It isn't. Add it as an upsell: "Meta + LinkedIn ads management: +$1,500/mo for strategy, creative, targeting, and optimization." Keeps your base clean and gives you room to grow the account.
Mistakes That Kill Social Media Proposals
Promising followers instead of business outcomes
"We'll grow your following to 50K" is meaningless. So what? Promise leads, conversions, brand awareness, or reservation rates. Tie social to revenue or customer acquisition. Followers are a means, not an end.
Not showing the actual content they'll get
Vague content descriptions don't sell. Include 2-3 sample posts or a mood board. Show the aesthetic, the tone, the format. Let them picture it on their feed. Clients buy the output, not the process.
Using vanity metrics without business context
"Engagement rate" means nothing without benchmarks. "Your 0.8% is below the 1.5-3% average for retail" means something. Always provide context. Show where they stand vs. competitors and industry norms.
Making the proposal about your agency instead of their business
"We're a full-service social media agency with 10 years of experience" is filler. Lead with their situation. Their competitors. Their gaps. Your agency credentials belong in a short section, not the opening.
What Clients Actually Care About
Based on real client conversations, here's what they're really asking when they read your proposal:
"Will this actually bring us customers or just likes?"
Address it directly. Add a section on attribution: how you'll track social-driven traffic, leads, and conversions. Mention UTM parameters, conversion pixels, or CRM integration. Show you think in business terms.
"What exactly am I paying for each month?"
Deliverables list. Not "content creation" but "12 feed posts, 4 Reels, 20 Stories, community management, monthly report." Specificity removes doubt. They should know exactly what they're getting.
"How will I know if this is working?"
Reporting cadence and metrics. "Monthly report by the 5th with reach, engagement rate, website clicks, and conversion data. Quarterly strategy call to review and adjust." Define success and how you'll measure it.
"What happens if we're not happy with the content?"
Approval process and revision policy. "One round of revisions per post. 48-hour approval window. If we're not aligned after 2 months, we'll do a strategy session at no extra cost." Reduce their perceived risk.
Browse Social Media Proposal Templates
Start with a proven structure and customize it for your next client.
Social Media Marketing Proposal
Full social media marketing proposal with strategy, content plan, and pricing.
Social Media Management Proposal
Ongoing management proposal with deliverables, reporting, and community management.
Content Marketing Proposal
Content strategy and production proposal for blogs, video, and distribution.
Advertising Proposal
Paid social and display advertising proposal with campaign structure and budgets.
Frequently Asked Questions
How long should a social media marketing proposal be?
Aim for 8-12 pages. Long enough to show you've done the homework—audit, strategy, specific deliverables—but short enough that a busy founder or marketing manager will actually read it. Lead with the executive summary and audit findings. Put pricing and terms at the end. Most clients skim first; make the skimmable parts compelling.
Should I include paid advertising in a social media proposal?
Yes, but as a separate line item or add-on. Many clients assume social media management includes ads; it doesn't. Offer paid social as an optional upgrade: 'Paid social management (Meta, LinkedIn): +$X/month for ad creation, targeting, and optimization.' This keeps your base retainer clean and gives you an upsell path once they see organic results.
How do I price social media management?
Retainer model works best. Base pricing on deliverables (posts per month, platforms, reporting) not hours. Typical ranges: $1,500-$2,500/mo for 2 platforms and basic content; $3,000-$5,000/mo for 3+ platforms with Reels, community management, and strategy; $5,000+/mo for full-service including paid ads and influencer outreach. Offer 2-3 tiers so clients can self-select.
What metrics should I include in the proposal?
Lead with business metrics: website clicks from social, conversion rate, lead generation, or sales attributed to social channels. Then support with engagement: reach, engagement rate, follower growth. Never lead with follower count alone—it's a vanity metric. Show how social drives their actual business goals. Include industry benchmarks so they have context.
Should I create sample content for the proposal?
Yes, if you have capacity. 2-3 mock posts or a sample Reel that reflects their brand show you understand their aesthetic and voice. It's powerful proof. If you can't create custom samples, at least include a content style guide or mood board showing direction. Generic stock examples don't help—they need to see what they'd actually get.
How do I handle clients who want to approve every post?
Build an approval process into the proposal. Specify: 'Content approval via [Platform] within 48 hours. One round of revisions included per post.' Set a 2-3 day turnaround for approvals. If they need same-day approval on every piece, that's a different scope—charge for it or push back. The goal is predictable workflow, not endless back-and-forth.
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Product Marketing, Propovo
Muskan leads product marketing at Propovo, where she works closely with agencies and freelancers to understand how they win clients. With a background in digital marketing strategy, she translates real-world agency challenges into actionable content and product improvements.