What templates do social media managers need?
When you're a freelance social media manager, having templates save you time and help keep your onboarding process smooth and efficient.
I like to keep several on hand. Mine are already customised to my branding, so all I need to do is replace the information for the client, change out the images and stats, and then it's done.
Services and Pricing Guide I prefer to use this instead of a portfolio - though you can have that too! This template includes package details, so what is included at each tier, and what clients can expect for each one. I also include a services list. That could be because I do a lot of services, but this is a great way to outline your main services and then advertise optional add ons. I also like to include an overview of the packages on one page so clients can see at a glance what's included in each one. This eliminates confusion and can help them visually see what each package will include. It's also a good idea to include a how-it-works page, so outline your onboarding and client process. Finally, I also include testimonials.
Discovery call questionnaire If you're not doing discovery calls with potential clients, please tell me why! It's a great way to find out if you and the client will fit, and help to manage their expectations. With a questionnaire, your client can get it straight about what they need. You'll be surprised how often clients don't actually know what it is they need, or even how you can help.
Social Media Proposal This is your time to shine and outline where your client is vs where they could be if they worked with you. Take the information from the discovery call and personalise the proposal to reflect their goals and challenges. I always include a mini audit which breaks down the current stats and performance of their platforms. It's a good place to start and can be used to springboard into the Strategy (coming up). I'll also include a feed preview so take their current Instagram feed and mock something up in Canva to show them what it could look like. A SWOT analysis (strengths, weaknesses, opportunities and threats) is also worthy of inclusion. Also include your packages here, especially if they've been tailored for this client. Remember to include any add ons they asked for and outline what package you think would be the best one for them - and why.
Social Media Strategy Template This one is always a beefy document. Strategies need to be dense and take in a lot of factors. I like to include the clients challenges and pain points, as well as their goals. Then I always include target audience profiles. There's a whole art to this, but essentially you want to break down who they want to target. From there, I also include competitive profiles and research. I then provide a strategy overview which combines the information from the above pages with my recommendations for the platforms. Then I go into content pillars. Yes, I still use them, fight me. Want to know why? The next thing I include is a set of platform breakdown in detail for each one the client has. After that, we can use a moodboard and branding kit.
Social Media Report Template This will be one of your most used templates depending on how often you send them. In my reports, I always include a platform breakdown of what content performed the best and an analysis of why, then provide an adjustment of strategy. Simple but effective to quickly show your clients how their content (and investment in you) is working.
Client Onboarding Tracker This one is a bit of an added extra but I do think every social media manager needs to track their client onboarding. This could be done with a spreadsheet, notes or in something like Notion.
