Tips for crafting social media marketing packages for small businesses

Tips for crafting social media marketing packages for small businesses
Tips for crafting social media marketing packages for small businesses

Tips for crafting social media marketing packages for small businesses

Did you know that nearly 9 out of 10 internet users regularly use social media platforms like Facebook and Twitter? For small businesses, having a captivating and authentic presence on social media is important to stay competitive. However, effectively managing social media can sometimes distract business owners from other important tasks.

Social media marketing agencies play a crucial role in helping businesses reach their goals without the need for significant resource expansions. If you’re interested in creating custom social media marketing packages for small businesses, here are some tips to consider. These insights will assist you in crafting compelling proposals that resonate with startups and growing small to medium-sized businesses (SMBs).

Tips for considering client needs

To create social media packages that resonate with potential clients, you need to start by understanding what those clients need. This means identifying their challenges, goals, and how they compare to their competitors. By getting a clear picture of their situation and what needs improvement, you can design customized solutions that address their specific requirements. This tailored approach ensures that your social media packages are a perfect fit for their unique needs.

1. Understand the client’s goals

Understand the client's goals

Creating a successful social media strategy is like building a puzzle in reverse. You begin by understanding your client’s goals and then work backward to create a plan that will lead you from where you are now to where you want to be.

These goals can vary in size and time frame. They could be small and short-term, like increasing your followers by 20% in three months, or they could be bigger and long-term, such as generating a specific number of leads over a year. But no matter the size or timeline, it’s essential that these goals are SMART:

  • Specific: Clearly defined and easy to understand.
  • Measurable: You can track and measure progress.
  • Achievable: Realistic and attainable.
  • Relevant: Connected to your overall objectives.
  • Time-Bound: Have a specific timeframe for completion.

 

By setting SMART goals, you create a solid foundation for your social media strategy.

2. Analyze the Competition

Analyze the Competition

Studying your client’s competitors is like having a cheat sheet for success. You can see what they’re doing right and where they might be faltering. Their wins can inspire you, and their mistakes can teach you valuable lessons without the need for trial and error.
Here’s how to conduct a competitive analysis:

  • Identify who your client’s competitors are.
  • Explore each social media platform for useful information, like who follows them and which posts get the most engagement.
  • Study your competitors’ strategies to uncover their secrets.
  • Use social listening tools to understand how consumers feel about your competitors.
  • Find opportunities to grab attention and gain momentum in the market.

 

By analyzing the competition, you’ll gain valuable insights to inform your social media strategy.

3. Offer a personalized approach

Offer a personalized approach

You might already have a set of social media post ideas, but it’s crucial to demonstrate to clients how you’ll customize these ideas to match their brand’s voice and appeal to their specific audience. Clients don’t want to recycle the same posts, and if they did, they could simply use pre-made templates and follow generic advice.

Every aspect of your social media strategy, whether it’s video marketing, retargeting ads, or direct messages (DMs), can be personalized to align with each brand’s unique voice, vision, and preferences. This customization is what sets your approach apart and makes it more effective.

Tips for crafting high-selling social media marketing packages

Social media marketing packages for small businesses can’t be one-size-fits-all. It’s essential to create different levels of packages that can be tailored to meet each client’s specific requirements. Be sure to explain these options in detail, so there’s no uncertainty about what’s included, what can be added, and what’s not available in each package. This clarity helps clients choose the right fit for their needs.

4. Offer customized packages

When it comes to creating customized packages, the key is to have a basic framework that you can adjust as needed. Starting from scratch with every client can be inefficient because you’ll spend a lot of time figuring out service options and pricing. However, if you have a solid starting point and have already done research on the client and their competition, you’ll be well-prepared to fine-tune your proposal quickly.

Here are some tips:

  • Offer Different Levels: You can’t cater to everyone, but you can provide various package levels to suit businesses of different sizes and budgets.
  • Consider Profile Count: Managing five social media profiles requires more effort than handling just one. You might include a couple of profiles in your base pricing and charge an additional fee for each extra profile.
  • Extras List: Outline what’s included in your packages, but also highlight what can be added on. Even if you outsource certain services like graphic design, SEO, or event management, you can offer these as additional services to boost your offerings and income.
  • Set Clear Boundaries: Define how clients can contact you, your availability, and any post-approval processes in place. Identify the point person on the client’s team who has the final say on projects or pitches. Put all of these details in your contracts to prevent misunderstandings and disputes.

 

5. Clearly define services

Imagine your clients are new to social media management and may not understand the details of what you provide. It’s essential to explain each service clearly. For instance, saying you’ll “oversee a Facebook profile” can be quite vague, as it could involve many different tasks. Being specific benefits both you and your clients.

Sometimes, you’ll also need to specify the quantity or frequency of a service. For example, if you offer to handle and interpret analytics, you can clarify that you’ll send the client one report per month or one every quarter. You can also outline how often you’ll make posts on each social media channel and describe the types of posts that will be included in the rotation. These details should be part of the package definition.

6. Set Realistic Expectations

Sometimes people believe that by purchasing a social media marketing package, they’ll instantly see amazing results. However, the reality is that it takes time to build momentum and achieve meaningful outcomes. If you ask a group of experts how long it might take to see the benefits of a new social media strategy, you’ll get various answers – some might say 4–6 months, others 6–9 months, and some might just say, “It depends.”

However, they all agree on one thing: Progress requires time. Prepare your clients to be patient, and this will help minimize frustration. You can share case studies (we’ll discuss those later) and client testimonials to show how long it took to reach specific goals, providing data points to illustrate progress during the weeks or months between the start and key milestones.

Tips for strategic pricing

One important aspect of understanding how to offer social media management packages is determining the right pricing. This involves finding a balance between providing value to clients and ensuring a healthy profit margin.

7. Provide pricing options

Just as social media packages vary between clients, your pricing can also be flexible. You might charge some clients by the hour, provide fixed-rate packages for others, and use a combination of both when it makes sense.
Consider these factors:

  • Scaling Services: Determine the cost of scaling services at different levels of commitment.
  • Industry Averages: Research the typical costs in your client’s industry.
  • Geographic Factors: Consider local differences if you mainly serve local clients.
  • Additional Costs: Account for extra expenses when clients add more profiles or services.
  • Outsourcing: If you outsource services, calculate the margin needed for a profit.

 

Tailoring your pricing options ensures that you can meet the unique needs of each client effectively.

8. Highlight value-added services

Value-added services go beyond the basics of social media management and provide clients with extra benefits that enhance their strategies. These services help clients save time and connect better with their audience.

For example, if you work with high-profile clients or those prone to public issues, consider adding reputation management services. These services, while valuable, are outside the scope of your standard social media marketing package and may come at an additional cost.

Here are some examples of value-added services:

  • Social Media Advertising: Create and manage social media ad campaigns to boost visibility.
  • Influencer Marketing Consultations: Provide guidance on collaborating with influencers.
  • In-Person Training: Conduct training sessions to empower the client’s in-house team.
  • Editorial Calendars: Develop content schedules that encompass non-social channels and assets.

 

These value-added services can set you apart from competitors and offer clients comprehensive solutions to meet their specific needs.

9. Provide clear terms and conditions

In addition to a straightforward pricing structure, it’s important to have clear answers to common questions and exceptions. These answers should be easily understood by both you and your clients. Here are some key considerations:

  • Milestones: Define what happens if certain project milestones aren’t met as expected.
  • Asset Provision: Clarify the client’s responsibility in providing necessary assets like videos, graphics, and product details.
  • Content and Strategy Ownership: Determine who owns the rights to the content and overall strategy developed during the project.
  • Exit Clause: Outline the process for ending the agreement if needed.

 

Having well-defined terms and conditions benefits everyone involved, instills confidence, and minimizes potential disputes during the contract negotiation phase.

Tips for demonstrating value

You’re skilled at your work, and you’re great at bringing in top-quality third-party agencies when needed. But how can you show clients that you’re superior to your competitors? Here’s how you can prove your worth and explain your pricing in a few easy steps.

10. Showcase past successes

Case studies are a fantastic way to showcase that you not only have expertise but have also achieved tangible results in the past. Most case studies follow a simple structure:

  • Introduction and background information about the client.
  • The study’s objective (e.g., increasing social media to website conversions).
  • Explanation of the main challenges or obstacles the client faced.
  • Presentation of your approach to solving the problem.
  • Concluding with data that illustrates the actual improvements.

 

Don’t forget to include quotes from the client to add a personal touch to the study. This makes your real-life success stories more relatable and credible to potential clients considering your services.

11. Include reporting and analytics

Saying things like, “We’re great at boosting brand awareness” isn’t as convincing as presenting real data that demonstrates a notable increase in branded search volume. By incorporating reporting and analytics into your service packages and initial presentations, you not only demonstrate your value for the fees but also give potential clients a glimpse into how you’ll monitor their campaigns once they become your clients. This data-backed approach is more compelling and transparent.

12. Offer scalability

Searching for, evaluating, and bringing on board a new vendor or marketing partner can be a time-consuming and costly process. However, it’s an investment that pays off when businesses find a company that can assist them in achieving important goals, such as increasing revenue or repairing a damaged reputation. It’s unfortunate when businesses grow and realize that their current social media agency is not equipped to support their future growth.

Show that you’re prepared to help clients scale, either because you already have the internal capacity or because you know how to strategically outsource while maintaining control over quality and quantity, which can make a significant difference. This demonstrates your commitment to their long-term success.

13. Demonstrate expertise

You’ve covered the services you offer, highlighted your value, set your pricing, and provided evidence of your past successes. However, remember that you’re also promoting yourself, your knowledge, and your expertise. To establish a personal connection with potential clients, consider including a brief biography or even an introductory video in your pitches. This helps put a face to your agency and allows for another avenue of connection. Here’s some information you can include about yourself and your team:

  • Educational backgrounds
  • Previous companies they’ve worked with
  • Job titles from their previous roles
  • Certifications they hold
  • Special skills, such as proficiency in in-demand software
  • Any awards or interesting facts, like a team member who has given a TED talk or regularly contributes to an industry publication

 

Tips for client support

While we always aim for a well-executed strategy and a smooth process, it’s comforting for clients to understand what communication and client support will be like, just in case.

14. Emphasize ongoing support

Let your clients know that your agency is here to support them anytime during your operating hours. They can reach out with questions or concerns as they arise, and your team will respond promptly.
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15. Offer training and education

One effective way to earn your client’s trust in your expertise and strategy is by teaching them about best practices and important aspects of social media. You can achieve this by providing an online library with informative snippets and videos, maintaining an active blog, and conducting live training sessions. These resources will help your clients gain a better understanding of social media and what it takes to build a strong online brand.

Conclusion

In summary, when it comes to creating social media marketing packages for small businesses, it’s all about understanding what each client needs and tailoring our solutions to match. At Optamark Digital, we know that aligning our strategies with our client’s specific goals, offering clear pricing options, and providing extra services that add value is key.

We believe in educating our clients, maintaining open communication, and delivering results-driven strategies. Our aim is to empower small businesses in the dynamic world of social media. We’re committed to excellence and dedicated to achieving real, measurable results, making us the trusted choice for businesses looking to enhance their online presence and engage with their target audience.

If you’re ready to elevate your social media marketing and explore new opportunities for your small business, reach out to Optamark Digital. We’re here to guide you on your journey to success in social media. Let’s work together to achieve your business goals!

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Optamark Graphics
Optamark Graphics
Optamark Graphics
Optamark Graphics
Optamark is an outsourced service provider to a network of experienced, independent distributors of printing and promotional products. The Company’s services include product sourcing and order fulfillment via access to a network of preferred vendors, invoicing, collections, back office support, sales and marketing support, professional development training, and working capital support.