Social Media Proposal Template Free Download

Quickly submitting a detailed social media proposal can be a deciding factor in whether a potential client signs with you or a competitor.

With this free, fillable template, you can quickly create professional proposals without forgetting any important information. The template will walk you through your introduction, strategy, deliverables, and pricing. Everything your client will need to know is included in this free social media proposal template for 2020. With this social media proposal template free download, your social media business will have all the tools and features needed to: Craft the perfect sales proposal. Collect e-Signatures. Collaborate with team members. Analyze proposals in real-time. With this free, fillable template, you can quickly create professional proposals without forgetting any important information. The template will walk you through your introduction, strategy, deliverables, and pricing. Everything your client will need to know is included in this free social media proposal template for 2020.

Using proposal templates is common for agencies and freelancers, but many are designed solely with a fast turnaround in mind.

Download our free social media proposal template to help develop a thorough, goal-oriented plan with more ease and speed.

Social Media Proposal Template Free Download

Edit it according to your strengths and prospect’s business, as well as the explanations and examples below:

Social Media Proposal Template Breakdown

1. Cover Letter

Similar to a job application, the proposal’s cover letter acts a brief pitch and one-way exchange of pleasantries.

Open by saying you were happy to connect, as it helped you determine the prospective client’s social media marketing needs and goals.

Then, summarize some successes you’ve delivered to related clients. State you’ll work to reach similar goals when expanding the prospect’s social presence and executing future campaigns.

Conclude the cover letter with your signature. You should also provide your contact information, making it easy to access.

Following this format adds a sense of personalization to the proposal, differentiating you from competing agencies and consultants.

2. Executive Summary

The executive summary gives an overview of your proposal, focusing on social media marketing goals and the activities you’ll run to reach them.

When possible, clearly link the goals to business benefits. So, if you want to earn 5,000 Snapchat followers, explain that this platform may be the best way to reach teens and young adults because it’s the most popular platform among this demographic.

You should then list the tactics you’ll use to meet these goals, possibly referencing a competitor whose strategies have yielded desirable results.

By crafting the executive summary this way, you’ll succinctly demonstrate your knowledge of opposing businesses and how to potentially reach greater social media heights than them.

3. Goals

As implied in the previous section, the goals are the most important part of the proposal template, as they’ll indicate the benefits of running a social media strategy.

Once again, be sure to clearly link them to business benefits.

For example, running X ads over a set period of time will lead to Y landing page visits. In turn, this should generate Z conversions through the page’s opt-in form.

Demonstrating this link is especially important for clients who struggle to see the financial purpose of social marketing.

By doing so, the prospective client will understand why you’ve set your specific goals and should see that you’re capable of driving growth.

4. Activities

As goals generally seem meaningless without a plan to reach them, this section of the template explores the activities that drive your proposed social media plan.

Introduce a given group of activities by following this simple formula:

To reach [goal], we’ll perform the activities described below [for/during]

[number/duration/time period]

The activities themselves will vary by client, but typically include:

  • Running Ads
  • Executing Contests
  • Posting X Times per Day
  • Participating inTwitter Chats
  • Creating Original Content X Times per Month
  • Joining and Posting in Groups and Communities
  • Running aSocial Media Monitoring Strategy, Answering Questions and Addressing Opportunities it Uncovers

Listing tactics not only illustrates how you’ll meet the prospect’s goals, but paints a clear picture of where their budgets will go.

5. Competitor Analysis

Analyzing competitors in your proposal demonstrates you understand the nuances of a prospect’s industry.

Plus, it helps uncover tactics that resonate with target audiences, helping you set your goals and approaches.

Start by identifying two to five competitors. Analyze their social profiles or campaigns on different platforms, paying attention to:

  • Top Posts
  • Types of Content Shared
  • Average Engagement Rate
  • Posting Time and Frequency
  • Follower Growth (if you can access atool that measures it)
  • Post Reach and Impressions (if you can access a tool that measures them)

Use the data you find to set benchmarks and adopt strategies that generate engagement. You can use this tool to help:

This should hasten your development of a dedicated audience.

6. Reporting Schedule

In this section, lay out the benefits of social media reporting, such as reviewing:

  • Results
  • How You’re Progressing in Terms of Reaching Goals
  • New Directions

Preview what a typical reporting meeting will cover before suggesting dates, such as the first Monday of each month.

When running the meeting, Lee Odden – CEO ofTopRank Marketing and author ofOptimize – suggests reporting trends instead of reading number after number:

Anybody – and I mean anybody – can report tabular data and read ranking and traffic reports. It’s just reading numbers.

What differentiates and delivers value over saying “you’ve got more leads and you’ve got more traffic” is actually explaining why. Tell the story and provide insight.

I need to know what the trend is. Are we moving in the right direction? I think most executives who aren’t wearing their geek hats at the moment are interested in trend data.

If there’s a particularly-dramatic spike up or down, they want to understand why that happened and what we’re doing about it. At the same time, they want insights about trends that are going one way or another as well as insights about what we should do about them. Especially when it comes to any problems or opportunities.

That’s communication that delivers value when it comes to analytics.


7. Roles and Workflow

On top of covering who will handle which tasks, explaining roles and workflow acts as a “why us” or “why me” section to help convince the prospect to work with you.

For agencies, start by filling in a chart that illustrates team hierarchy and team member functions.

Social Media Proposal Template Free Download

The person at the top should be the future client’s primary contact – the account manager. Below, include the analyst, copywriter, community manager and anyone else who will contribute to the aforementioned activities.

Here’s where persuasion comes in: Lead into a team member’s duties by touching on his or her qualifications.

For example, “Backed by seven years experience and three marketing campaign awards, our copywriter will handle …”

This structure allows you to explain team member functions while showing off their unique credentials and accomplishments.

8. Billing

Keep this section straightforward.

Include individual costs for ads, labour and everything else depending on how frequently the prospect must pay – usually monthly or yearly.

Present the total in a separate line for clarity’s sake.

9. Terms and Agreement

Social Media Proposal Template Free Download Ppt

The final section contains an area for signatures after describing the conditions of accepting your social media proposal.


These conditions may include:

  • Stopping or withholding services if the client does not pay on time
  • Renegotiating prices should the client request an amplification of activities
  • Suspending social media services due to specific constraints

This section should also have a timeline of next steps that will occur once the client signs. For example, you may list content creation deadlines and contest dates.

Should the client sign, complete these steps on time and reach your goals to ensure a happy business relationship.

Final Thoughts About Using this Social Media Proposal Template

Think of this template as a starting point, which you should edit and supplement according to:

  • The explanations in this post
  • Your capabilities and constraints
  • The client’s needs and budget

Each potential client will have different needs, but they should all appreciate a detailed proposal that demonstrates your commitment to meeting them.

Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand now.

How to Write the One Social Media Proposal to Rule Them All

Do you have the art of the social media proposal down? Do you know exactly how to make clients give a big, resounding yes to your social media skills?

Don’t worry if not - it can be tough. Social media marketing is an aspect of marketing that potential clients often think they can do themselves.

Hey, I use it day-to-day for my personal life, it can’t be that hard. I don’t need a marketing agency for this...

It is. If you don’t know what you’re doing…

We’re going to give you the gift of the perfect social media proposal template, so you can start air punching when you get a decision, rather than turning to comfort eating those biscuits in your desk-drawer.

What is a Social Media Proposal?

Your social media marketing proposal is your time to shine. It needs to showcase your value to the client, overturning the major obstacle of ‘it can’t be that hard’. Clearly outline your goals, your team (and their expertise), tactics, timeline, type of content, tone of voice and how you’ll measure success.

Let’s take a closer look…

1. An Enticing Intro

Your intro needs to do a few things: make you stand out from the competition right from the get-go, highlight what makes good social content and be personal enough to pique their interest.

Talk directly to the customer using words like you, yours and we. Remember you’re already establishing a relationship in the first page.

Hi [insert client name],
We’re over the moon you’ve asked us to show you how we can help boost your bottom line with our social media skills.

Talk about what the proposal is for/about - mention your client’s problems and how you’re going to solve them in the proposal.

This proposal is going to outline exactly how we can use proven social media strategy to deliver effective, sales-driven results right to your digital doorstep.

Talk about what makes successful social media posts, it’s a great opportunity to show off your knowledge from the get-go.

The secret to social media is to be engaging, directly addressing how you can help your customer. They need to be relevant, timely, useful and attractive. If you can nail this, you’ll see leads rolling in - and we can help.

TIP TO AVOID: Don’t be boring. Let your brand personality shine through; after all, they won’t want boring, bog-standard social posts!

Social Media Proposal Template Free Download For Website

2. Social Media Goals & Objectives

This section is all about managing your prospective client’s expectations,showing that you understand their needs and how you can help them.

Often clients can easily identify that they need help with social media management, but they can’t pinpoint exactly why they need it or more specifically what their business goals are.

This is where you come in.

For effective goals that will make sense to your client, you’ll need to follow good ol’ S.M.A.R.T. objectives. Here’s an example for a retail store proposal:

  • Specific: Grow your email list by 60% while increasing brand awareness on your Instagram account within a 20 mile radius of the store.
  • Measurable: Raise number of followers by 20%. Increase link clicks on posts by 20%. Secure an average Post Reach of 1500 people per post.
  • Achievable: Absolutely.
  • Realistic: Boost every new post with advertising by $15 per post, targeting an audience within the designated 20 mile radius.
  • Time sensitive: 6 month time limit on achieving the goal.

You can see this is very specific. The client knows exactly what they can expect and they can see that you understand their needs better than they do.

TIP TO AVOID: Make sure you’re not too broad with your objectives: Raise profile on Instagram or Increase Facebook post engagement just won’t cut it I’m afraid.

3. Analysis & Strategy

As a consultant, here is your chance to analyze the current efforts of your client’s social media (if they have any) and give reasons why it’s not working for them.

For example:

You are averaging 10 link clicks per Facebook post.
Your current strategy isn’t working because your posts are too inward-facing. Your social posts need to directly address the benefit to your customer, not all about you.

Give more examples of where they aren’t quite getting it right, but make sure you’re being tactful and practical.

TOP TIP: The intention is to showcase your knowledge, not pick them apart (especially with new clients). Try and use language like ‘although the copy works well, the offer isn’t enticing enough to be effective’.

When it comes to strategy, you need to outline your primary areas of focus, including:

  • Creating Engaging Social Content
  • Posting Company-Related Updates
  • Promotions & Social Campagnes
  • Integrate Social Media Activity into Other Marketing Plans
  • Monitoring
  • Analytics

TOP TIP: Don’t use complicated marketing jargon they’re not going to understand. Try and steer clear of ‘KPIs’ and ‘Exponential Growth’ because quite simply, you can be more creative than that! ‘KPI’ is yawn-inducing and ‘Exponential Growth’? Well, you lost me at ‘Ex…’

4. Scope of Work

Here is the big, chunky bit; you have to lay out your tactics and put your money where your mouth is. You’ve talked about what they’re doing wrong and now it’s time to say ok, this is how we’re going to tackle that for you.

Parts to include:

  • Which networks and why? Not every social media network is going to be suitable for everyone - so make sure you justify each network in your proposal.
  • Posting schedule: how often will you be posting and why? Include specific stats about post quantity effectiveness to back up your decisions.
  • Content creation and curation: try and include a basic content calendar including the different types of content you’ll be posting and why.
  • Timelines and milestones: this will show exactly when the content is going out, including overarching campaigns.
  • Analytics and measuring: The frequency of analytics reports and exactly what you’ll be tracking and why.

TOP TIP: You’ll notice that including why is very important. That’s because so many people just relay to a client what they’re going to do, but forget to leave out exactly why it matters.

If your client understands the importance of the tactic, they’re much more likely to get on board. You don’t want the reasons behind your tactics to be a mystery to them, it’s counter-productive.

5. Investment & Terms

This section has two goals; to persuade the client that your offering has good value and to lay out the T&Cs (so expectations are set in stone).

Include the following sections:

  • Investment: project, hourly or retainer options
  • Billing practices: how you invoice, what your payment terms are or if you require a deposit
  • How you work: remotely, in the client’s office and when you’re available to answer questions
  • Termination: how to end the project if either party decides it’s not for them

Here’s an example:

ActivityTime SpanCost

Facebook and Instagram Management for Increased Leads

3 months


Facebook, Instagram and Twitter for Increased Leads

6 months


Facebook, Instagram, Twitter and Google Plus for Increased Leads

12 months


We appreciate the total time-span cost delivered to our specified account on a monthly basis.
We’ll agree to one day per week in your office, working directly with you (if you wish). This helps cement the team. Termination of the contract must be given with one month’s written notice to this email address [email protected]

TOP TIP: Don’t make it all about the money. This is about value. Highlight what the customer will get under each pricing option (and you must give 2-3 options!) and make that the focus point.

That’s a wrap; remember your social media proposal needs to be persuasive and let your company shine like the star you are. Be competitive, use attractive language and live by one rule: keep your customer at the center of the proposal.

You’ll shine just as brightly as a result.

Social Media Proposal Examples

Preview: Social Media Proposal Template

Social Media Challenges

The proliferation of social media brings with it a new world of business opportunities, but also the potential to wate an enormous amount of valuable time and resources. {client_name} needs to make intelligent investments in these tools to gain an edge over its competitors. With the help of an analytically-minded social media consultant, {client_name} can:

  • Focus its efforts on efficient social media use without wasting time on uncertain results
  • Rely on a numbers-based system to track whether its social media use is effective
  • Develop an engaging social media presence without being forced to hire social media managers or getting locked in to indefinite contracts

{client_name} will feel the pressure to invest more resources into social media as those networks continue to grow. Without a strategy that takes limited resources and numerical data into account, it will be impossible to know if its expenses are actually producing results.

Recommendations For Your Compan

To meet the challenges {client_name} faces and achieve the results described above, we recommend the following social media consulting services as part of this project:

  • A Thorough Audit of {client_name}’s Current Social Media Use – We’ll carry out a comprehensive analysis of {client_name}’s current social media use. Relying on our expertise supported by analytics, we’ll translate the insight we gain into actionable advice to improve your performance. This advice will include suggestions for both short-term and long-term improvements.
  • Development of a Long-Term Social Media Strategic Plan – We’ll devise a plan for you to follow to expand your social media presence over time. This plan will allow you to continue to improve your results from your social media investments, without sacrificing efficiency or compromising your ability to manage it all on your own.
  • Implementing Our Numerical “Scoreboard” System to Track Ongoing Social Media Use – We’ll teach you to use metrics to measure how well your social media investments are paying off. This scoreboard – a numerical measurement – provides guidance as to what’s working well and what can be improved. {client_name} can continue to create scoreboards to diagnose and improve performance long after the project is completed.

Delivering Results

{my_company}’s social media consulting services will deliver the following results for {client_name}:

  • Offer actionable recommendations to immediately improve your social media performance – Time spent inefficiently on social media is time best spent elsewhere. We’ll assess your current social media use and offer advice so you can improve your results in a matter of days.
  • Provide a plan showing you which social media tools you need and where to focus your efforts for the best effect – New social media networks emerge all the time, often leaving businesses with a sense of obligation to join them to “be everywhere.” Our strategies relieve {client_name} of that burden. We recognize you have only a limited amount of time and resources to devote to social media, so we focus on the actions that produce the most results without overwhelming you.
  • Give you a numbers-based system to track your social media use, and show you how to use it – Without the relevant metrics, it’s impossible for you to know whether your investments in social media can be improved, and if they can, how to improve them. Our system figures all of that out for you; we’ll show you how to use it in-house so you can continue to improve your performance after our project is complete.

Fee Summary

Increasing Social Media Leads
  • We will outline the largest demographics and best mediums online in order to reach your segmented consumers through various channels.
  • {client_name} will receive 500 social media leads, 2,000 Twitter followers, and 5,000 FB fans a month.
Social Media Optimizing and Ongoing Analysis
  • Audit of {client_name}’s current social media use – We’ll assess everything you’re doing in social media and use our expertise to offer actionable advice for better results.
  • Development of a social media strategic plan – We’ll take what we found out in the audit, run it through our analytics system, and create a plan for you to expand your social media presence in the most efficient way.
  • Scoreboard system training – We’ll meet with {client_name}’s team and teach you everything you need to know to run our social media scoreboard and interpret the numerical signals

Project Timeline

If {client_name} selects {my_company} to provide the social media consulting services described, our timeline would proceed as follows:




Social Media Audit

Comprehensive analysis of {client_name}’s current social media use by {my_company}; actionable advice to improve results based on the findings.


Social Media Strategic Plan Development

Creation of a long-term plan to expand {client_name}’s social media presence and improve efficiency of {client_name}’s existing investments.


Analytics System Training

{my_company} will meet with {client_name}’s team to brief them about the social media analytics system, scoreboards, and how to interpret numerical data.


Next Steps

To take advantage of this proposal and proceed with the project as outlined, {client_name}’s next steps must be to:

  • Accept the proposal as-is
  • Discuss desired changes with {my_company}
  • Finalize and sign the contract
  • Submit an initial payment of 50 percent of total project fee

Once completed, {my_company} will contact {client_name} to schedule a project launch meeting to make introductions and gather information before beginning the work.

We’re happy to make changes to project scope on {client_name}’s request at any time, but may be subject to additional billing.

Why Choose {my_company}?

For {client_name}, social media can either be a commitment with uncertain results or the perfect opportunity to gain an edge over its competitors. {my_company}’s services assures it’s the latter. We’ll bring the following strengths to our work for {client_name}:

  • {my_company} understands you don’t have time to waste on social media Too many businesses spend huge amounts of time and money on social media without the assurance of results. It’s not your job to dabble and see what works; it’s ours. We figure out the most efficient strategies for performance, and we pass along those strategies to you.
  • {my_company}’s scoreboard system makes it easy to analyze and track your progress – With our system, you don’t need to rely on vague indicators of success. It pulls from thousands of data points and relies on only the most useful metrics, allowing you to make pinpoint adjustments and always continue to improve.
  • {my_company} gives you everything you need to run social media on your own We give you a plan to follow and a system to check yourself along the way. That keeps things light and efficient enough to handle on your own. You won’t need to pay someone to manage your social media for you unless you want to.

Terms and Conditions

Once the project fee is paid in full to {my_company}, any elements of text, graphics, photos, contents, trademarks, or other artwork furnished to {client_name} for inclusion in the website are owned by {client_name}.

{my_company} assumes {client_name} has permission from the rightful owner to use any code, scripts, data, and reports provided by {client_name} for inclusion in its materials, and will hold harmless, protect, and defend {my_company} from any claim or suit arising from the use of such work.

{my_company} retains the right to display graphics and other web content elements as examples of their work in their portfolio and as content features in other projects.

This agreement becomes effective only when signed by agents of {client_name} and {my_company}. Regardless of the place of signing of this agreement, {client_name} agrees that for purposes of venue, this contract was entered into in [STATE] and any dispute will be litigated or arbitrated in [STATE].

The agreement contained in this contract constitutes the sole agreement between {client_name} and the {my_company} regarding all items included in this agreement.