Social Media Marketing - Complete Delivery Guide
Digital Marketing High Demand 3-6 Months TimelineOverview
Social Media Marketing helps clients build brand awareness, engage with their audience, and drive conversions through strategic content and community management across social platforms.
What is Social Media Marketing?
Social Media Marketing (SMM) is the practice of using social media platforms to connect with your audience, build your brand, increase sales, and drive website traffic. This involves publishing great content, listening to and engaging followers, analyzing results, and running social media advertisements.
Business Impact
- Brand Awareness: Reach millions of potential customers
- Customer Engagement: Build relationships and loyalty
- Lead Generation: Convert followers into customers
- Traffic Growth: Drive visitors to website
- Customer Insights: Understand audience preferences
- Cost-Effective Marketing: Better ROI than traditional advertising
Who Needs This Service?
Primary Candidates
- ✅ Businesses wanting to build brand awareness
- ✅ E-commerce stores looking to drive sales
- ✅ B2B companies generating leads
- ✅ Local businesses attracting customers
- ✅ Startups building community
- ✅ Brands launching new products
- ✅ Companies improving customer service
Industry Applications
| Industry | Platform Focus | Expected Results |
|---|---|---|
| E-commerce | Instagram, Facebook, Pinterest | 30-50% sales increase |
| B2B Services | LinkedIn, Twitter | 40-60% lead increase |
| Restaurants | Instagram, Facebook | 25-40% foot traffic up |
| Fashion/Beauty | Instagram, TikTok, Pinterest | 50-100% engagement |
| Technology | LinkedIn, Twitter, YouTube | Thought leadership |
| Real Estate | Facebook, Instagram, LinkedIn | 30-50% inquiries up |
Client Requirements Checklist
Essential Information
Social Media Access
- Facebook Business Manager access
- Instagram Business account access
- LinkedIn Company Page admin access
- Twitter/X account access
- YouTube channel access (if applicable)
- TikTok Business account (if applicable)
- Pinterest Business account (if applicable)
- Existing social media analytics
Business Information
- Brand guidelines (logo, colors, fonts, tone)
- Target audience demographics
- Competitor social media accounts (3-5)
- Business goals and KPIs
- Product/service catalog
- Unique selling propositions
- Brand voice and messaging guidelines
- Content approval process
Content Assets
- Existing photos and videos
- Product images
- Team photos
- Customer testimonials
- Case studies
- Blog content
- Brand assets (logos, graphics)
Marketing Information
- Current marketing campaigns
- Promotional calendar
- Special events/launches
- Seasonal campaigns
- Budget for ads (if applicable)
- Previous campaign performance data
Nice to Have
- Existing content calendar
- User-generated content
- Influencer partnerships
- Customer database
- Email marketing lists
- Website analytics
- CRM access
Budget & Timeline
- Monthly retainer budget
- Ad spend budget (separate)
- Content creation budget
- Tools/software budget
- Expected timeline for results
- Long-term commitment (minimum 3 months)
Proposal Creation Guide
Proposal Structure
1. Executive Summary
- Current social media presence analysis
- Opportunities identified
- Proposed strategy overview
- Expected outcomes
- Investment required
2. Current State Analysis
- Platform-by-platform audit
- Follower count and engagement rates
- Content performance analysis
- Competitor benchmarking
- Gaps and opportunities
3. Proposed Strategy
Platform Selection
- Primary platforms (2-3 focus platforms)
- Secondary platforms (maintain presence)
- Platform-specific strategies
- Cross-platform integration
Content Strategy
- Content pillars (3-5 themes)
- Content mix (educational, promotional, entertaining)
- Posting frequency per platform
- Content formats (images, videos, stories, reels)
- User-generated content strategy
Community Management
- Response time commitments
- Engagement tactics
- Crisis management protocol
- Influencer partnerships
- User-generated content campaigns
Paid Advertising (if included)
- Ad budget allocation
- Campaign objectives
- Targeting strategy
- Ad creative approach
- Expected ROAS
Analytics & Reporting
- KPIs to track
- Reporting frequency
- Dashboard access
- Performance benchmarks
4. Scope of Work
Month 1: Foundation
- Social media audit
- Competitor analysis
- Strategy development
- Content calendar creation (Month 1)
- Profile optimization (all platforms)
- Initial content creation (20-30 posts)
- Community management setup
Month 2-3: Growth
- Daily posting (as per schedule)
- Community engagement (daily)
- Content creation (30-40 posts/month)
- Stories/reels (15-20/month)
- Influencer outreach (if applicable)
- Monthly analytics report
- Strategy refinement
Month 4-6: Optimization
- Advanced content strategies
- Paid advertising campaigns (if included)
- Influencer collaborations
- User-generated content campaigns
- A/B testing
- Quarterly strategy review
Pricing Guidelines
Package Tiers
Starter Package
- Price: ₹15,000 - ₹25,000/month
- Ideal for: Small businesses, startups
- Platforms: 2 platforms (Facebook + Instagram)
- Includes:
- 15-20 posts/month
- 5-10 stories/month
- Profile optimization
- Basic community management (response within 24 hours)
- Monthly analytics report
- Content calendar
- Email support
Growth Package
- Price: ₹30,000 - ₹50,000/month
- Ideal for: Growing businesses, competitive markets
- Platforms: 3-4 platforms (Facebook, Instagram, LinkedIn, Twitter)
- Includes:
- 30-40 posts/month
- 15-20 stories/reels/month
- Advanced community management (response within 12 hours)
- Influencer outreach (2-3/month)
- Bi-weekly analytics reports
- Content creation (graphics + captions)
- Hashtag research and strategy
- Phone + email support
- Monthly strategy calls
Professional Package
- Price: ₹60,000 - ₹1,00,000/month
- Ideal for: Established brands, e-commerce
- Platforms: 5+ platforms (all major platforms)
- Includes:
- 50-60 posts/month
- 25-30 stories/reels/month
- Premium community management (response within 6 hours)
- Influencer partnerships (5-10/month)
- User-generated content campaigns
- Weekly analytics reports
- Professional photo/video shoots (1/month)
- Paid ad management (ad spend separate)
- Dedicated account manager
- Weekly strategy calls
- Crisis management
Enterprise Package
- Price: ₹1,50,000+/month
- Ideal for: Large enterprises, major brands
- Platforms: All platforms + emerging platforms
- Includes:
- Unlimited posts (strategic posting)
- Daily stories/reels
- 24/7 community management
- Comprehensive influencer program
- Multiple campaigns simultaneously
- Real-time analytics dashboard
- Professional content production team
- Multi-location management
- Dedicated team (3-5 people)
- Daily calls/meetings
- Full crisis management team
Pricing Factors
- Industry: B2C typically needs more content than B2B
- Platform Count: More platforms = higher cost
- Content Production: Video/photo shoots add cost
- Ad Management: Usually 10-15% of ad spend
- Response Time: Faster response = higher cost
- Languages: Multiple languages increase cost
Timeline Estimation
| Milestone | Timeline | What to Expect |
|---|---|---|
| Setup & Audit | Week 1-2 | Analysis, strategy, setup |
| Profile Optimization | Week 2-3 | Updated profiles, branding |
| First Content | Week 3-4 | Initial posts go live |
| Community Growth | Month 2-3 | Follower growth begins |
| Engagement Increase | Month 3-4 | Higher engagement rates |
| Lead Generation | Month 4-6 | Measurable conversions |
| Sustained Growth | Month 6+ | Consistent performance |
Pro Tip
Social media success requires consistency. Set realistic expectations for 3-6 months minimum commitment for meaningful results.
Deliverables List
Weekly Deliverables:
- Content calendar for upcoming week
- Community management (daily)
- Engagement activities (daily)
- Performance snapshot
Monthly Deliverables:
- Detailed analytics report
- Content calendar for next month
- 30-60 posts (as per package)
- 15-30 stories/reels
- Influencer outreach report
- Competitor analysis update
- Strategy recommendations
Quarterly Deliverables:
- Comprehensive performance report
- Audience insights analysis
- Content performance analysis
- Strategy review and refinement
- Competitor benchmarking
- ROI analysis
Terms & Conditions
- Contract Duration: Minimum 3 months recommended
- Payment Terms: Monthly advance payment
- Content Approval: 48-hour approval window
- Revisions: 2 rounds of revisions per content piece
- Ad Spend: Separate from management fee
- Crisis Management: Included in Professional+ packages
- Reporting: Monthly reports by 5th of each month
- Ownership: Client owns all content created
Execution Process
Phase 1: Audit & Strategy (Week 1-2)
Step 1: Social Media Audit
Current State Analysis:
For Each Platform:
- Follower count and growth rate
- Engagement rate (likes, comments, shares)
- Post frequency and consistency
- Content types and performance
- Best performing posts
- Worst performing posts
- Audience demographics
- Posting times analysis
- Hashtag performance
- Profile completeness
Tools to Use:
# Analytics Tools:
- Native platform analytics (Facebook Insights, Instagram Insights, etc.)
- Hootsuite Analytics
- Sprout Social
- Buffer Analyze
- Socialbakers
- Brandwatch
Audit Checklist:
Profile Optimization
- Profile picture (high quality, branded)
- Cover photo/banner (branded, updated)
- Bio/description (clear, keyword-rich)
- Contact information (complete)
- Website link (working, tracked)
- Call-to-action buttons
- Business hours (if applicable)
- Location (if applicable)
- Verification status
Content Analysis
- Content themes/pillars
- Content mix (promotional vs. value)
- Visual consistency
- Brand voice consistency
- Posting frequency
- Engagement patterns
- Video vs. image performance
- Story/reel usage
Audience Analysis
- Demographics (age, gender, location)
- Interests and behaviors
- Active times
- Engagement patterns
- Follower quality (real vs. fake)
- Audience growth rate
- Audience overlap across platforms
Step 2: Competitor Analysis
Analyze Top 3-5 Competitors:
Platform Presence
- Which platforms they're active on
- Follower counts
- Engagement rates
- Posting frequency
- Content strategy
Content Strategy
- Content themes
- Content formats
- Visual style
- Brand voice
- Hashtag strategy
- Influencer partnerships
Performance Metrics
- Average engagement per post
- Best performing content types
- Viral content analysis
- Paid vs. organic content
- Community size and activity
Opportunities
- Content gaps
- Underserved audiences
- Untapped platforms
- Unique angles
- Competitive advantages
Step 3: Strategy Development
Platform Selection:
Primary Platforms (Focus 80% effort): Choose 2-3 based on:
- Where target audience is most active
- Where competitors are successful
- Platform strengths match content type
- Resource availability
Secondary Platforms (Maintain presence):
- Cross-post content
- Monitor engagement
- Respond to messages
- Maintain consistency
Content Pillars (3-5 themes):
Example for E-commerce Brand:
- Product Showcases (30%) - New products, features, benefits
- Educational Content (25%) - How-tos, tips, tutorials
- Behind-the-Scenes (20%) - Company culture, team, process
- User-Generated Content (15%) - Customer photos, testimonials
- Promotional (10%) - Sales, offers, announcements
Content Mix:
- 70% Value (educational, entertaining, inspiring)
- 20% Engagement (questions, polls, contests)
- 10% Promotional (sales, offers)
Posting Schedule:
| Platform | Frequency | Best Times |
|---|---|---|
| 1-2/day | 1-3 PM, 7-9 PM | |
| Instagram Feed | 1-2/day | 11 AM-1 PM, 7-9 PM |
| Instagram Stories | 3-5/day | Throughout day |
| 1/day | 7-9 AM, 12-1 PM | |
| 3-5/day | 8-10 AM, 6-9 PM | |
| TikTok | 1-3/day | 6-10 AM, 7-11 PM |
| 5-10/day | 2-4 PM, 8-11 PM |
Phase 2: Profile Optimization (Week 2-3)
Platform-Specific Optimization
Facebook:
- Update profile picture (180x180px minimum)
- Update cover photo (820x312px)
- Complete About section
- Add business hours
- Enable messaging
- Set up automated responses
- Add CTA button
- Create custom tabs
- Set up Facebook Shop (if e-commerce)
- Verify page
Instagram:
- Update profile picture (same as Facebook)
- Write compelling bio (150 characters)
- Add website link
- Set up link in bio tool (Linktree, etc.)
- Create story highlights
- Add contact buttons
- Switch to business account
- Connect to Facebook page
- Set up Instagram Shopping (if e-commerce)
LinkedIn:
- Update company logo
- Update banner image (1128x191px)
- Write compelling description
- Add company details
- Add specialties
- Add company size
- Add website link
- Create showcase pages (if needed)
- Add employees as admins
Twitter/X:
- Update profile picture
- Update header image (1500x500px)
- Write bio (160 characters)
- Add location
- Add website link
- Pin important tweet
- Set up Twitter Lists
- Enable quality filter
Phase 3: Content Creation (Ongoing)
Content Creation Process
Step 1: Content Calendar Planning
Monthly Planning:
- Identify key dates (holidays, events, launches)
- Plan content themes for each week
- Assign content pillars to each day
- Balance content types
- Schedule promotional content
- Plan user engagement activities
Content Calendar Template:
| Date | Platform | Content Type | Pillar | Caption | Hashtags | CTA | Status |
|---|---|---|---|---|---|---|---|
| Jan 5 | Carousel | Product | [draft] | #tags | Shop Now | Approved | |
| Jan 5 | Video | Educational | [draft] | #tags | Learn More | In Review |
Step 2: Content Creation
Image Posts:
- High-quality images (1080x1080px for Instagram)
- Branded graphics (use brand colors/fonts)
- Clear, readable text overlays
- Consistent visual style
- Proper image optimization
- Alt text for accessibility
Video Content:
- Short-form videos (15-60 seconds)
- Attention-grabbing first 3 seconds
- Captions/subtitles (80% watch without sound)
- Branded intro/outro
- Clear call-to-action
- Optimized for each platform
Reels/TikTok:
- Trending audio usage
- Hook in first second
- Fast-paced editing
- On-screen text
- Hashtag optimization
- Engagement prompts
Stories:
- Behind-the-scenes content
- Polls and questions
- Countdown stickers
- Product tags
- Swipe-up links (if available)
- Consistent branding
Step 3: Caption Writing
Caption Formula:
- Hook (first line - grab attention)
- Value (main content - educate/entertain)
- Call-to-Action (what to do next)
- Hashtags (relevant, researched)
Best Practices:
- Front-load important information
- Use emojis strategically
- Ask questions to drive engagement
- Include clear CTAs
- Optimize length per platform
- Use line breaks for readability
- Add relevant hashtags (5-10 for Instagram, 1-2 for others)
Step 4: Hashtag Strategy
Hashtag Research:
# Tools:
- Hashtagify
- RiteTag
- Display Purposes
- All Hashtag
- Platform search
Hashtag Mix:
- Branded hashtags (1-2): #YourBrand, #YourCampaign
- Industry hashtags (3-5): #DigitalMarketing, #SEO
- Niche hashtags (3-5): #LocalSEO, #ContentStrategy
- Location hashtags (1-2): #MumbaiMarketing
- Trending hashtags (1-2): Current trends (if relevant)
Total: 10-15 hashtags for Instagram, 1-3 for other platforms
Phase 4: Community Management (Daily)
Engagement Activities
Daily Tasks:
- Respond to all comments (within SLA)
- Respond to all messages (within SLA)
- Like and respond to mentions
- Engage with followers' content
- Engage with industry content
- Monitor brand mentions
- Address customer service issues
- Report spam/inappropriate content
Response Time SLAs:
- Starter Package: Within 24 hours
- Growth Package: Within 12 hours
- Professional Package: Within 6 hours
- Enterprise Package: Within 1 hour / 24/7
Engagement Tactics:
Proactive Engagement:
- Like followers' posts
- Comment on followers' content
- Share user-generated content
- Engage with industry leaders
- Join relevant conversations
- Use platform features (polls, questions, quizzes)
Community Building:
- Create branded hashtags
- Run contests and giveaways
- Feature customer stories
- Host live sessions
- Create exclusive groups
- Recognize loyal followers
Crisis Management:
Crisis Response Protocol:
- Monitor: Set up alerts for negative mentions
- Assess: Determine severity and scope
- Respond: Quick, empathetic, professional
- Escalate: Involve client immediately
- Resolve: Take conversation private
- Follow-up: Ensure resolution
- Learn: Document and improve
Crisis Response Template:
"Thank you for bringing this to our attention. We take [issue] very seriously.
We'd like to resolve this immediately. Please DM us your contact information
so we can address this personally. We appreciate your patience."
Phase 5: Paid Advertising (If Included)
Campaign Setup
Campaign Objectives:
- Awareness: Brand awareness, reach
- Consideration: Traffic, engagement, video views, lead generation
- Conversion: Conversions, catalog sales, store traffic
Targeting Strategy:
Audience Types:
- Core Audiences: Demographics, interests, behaviors
- Custom Audiences: Website visitors, email lists, app users
- Lookalike Audiences: Similar to existing customers
Ad Creative Best Practices:
- Eye-catching visuals
- Clear value proposition
- Strong call-to-action
- Mobile-optimized
- A/B test variations
- Use video when possible
- Include social proof
Budget Allocation:
| Campaign Type | Budget % | Expected ROAS |
|---|---|---|
| Brand Awareness | 20% | 1-2x |
| Engagement | 20% | 2-3x |
| Traffic | 25% | 3-4x |
| Conversions | 35% | 4-6x |
Campaign Optimization:
- Monitor daily performance
- Pause underperforming ads
- Scale winning ads
- Test new audiences
- Refresh ad creative weekly
- Adjust bids based on performance
- Optimize for best placements
Phase 6: Analytics & Reporting (Monthly)
Key Metrics to Track
Growth Metrics:
- Follower growth (net new followers)
- Follower growth rate (%)
- Audience demographics changes
- Platform distribution
Engagement Metrics:
- Engagement rate (%)
- Likes, comments, shares
- Saves/bookmarks
- Click-through rate
- Video views and completion rate
- Story views and interactions
Reach Metrics:
- Total reach
- Impressions
- Reach rate
- Viral reach
- Organic vs. paid reach
Conversion Metrics:
- Website clicks
- Link clicks
- Lead form submissions
- Purchases/conversions
- Cost per conversion
- Return on ad spend (ROAS)
Content Performance:
- Top performing posts
- Best content types
- Best posting times
- Hashtag performance
- Story performance
Monthly Report Template
# Social Media Marketing Report - [Month Year]
Client: [Client Name]
## Executive Summary
### Key Highlights:
✅ Grew followers by 15% (500 new followers)
✅ Engagement rate increased to 4.2% (up from 3.1%)
✅ Generated 1,200 website clicks
✅ 50 posts published across all platforms
✅ Reached 45,000 unique users
### Month-over-Month Growth:
- Followers: +15%
- Engagement Rate: +35%
- Reach: +28%
- Website Traffic: +42%
- Conversions: +25%
## Platform Performance
### Instagram
- Followers: 5,500 (+500)
- Engagement Rate: 4.8%
- Reach: 25,000
- Top Post: [link] (850 likes, 45 comments)
- Stories: 60 published, avg 800 views
### Facebook
- Followers: 3,200 (+200)
- Engagement Rate: 3.2%
- Reach: 15,000
- Top Post: [link] (320 reactions, 28 comments)
- Page Views: 1,500
### LinkedIn
- Followers: 1,800 (+150)
- Engagement Rate: 5.5%
- Reach: 5,000
- Top Post: [link] (95 reactions, 12 comments)
## Content Analysis
### Top 5 Performing Posts:
1. [Post title/description] - 850 engagements
2. [Post title/description] - 720 engagements
3. [Post title/description] - 650 engagements
4. [Post title/description] - 580 engagements
5. [Post title/description] - 520 engagements
### Content Type Performance:
- Reels: 6.5% avg engagement
- Carousels: 5.2% avg engagement
- Single Images: 3.8% avg engagement
- Videos: 4.5% avg engagement
### Best Posting Times:
- Instagram: 7-9 PM
- Facebook: 1-3 PM
- LinkedIn: 8-9 AM
## Paid Advertising (if applicable)
- Total Ad Spend: ₹20,000
- Impressions: 150,000
- Clicks: 3,500
- CTR: 2.3%
- Conversions: 85
- Cost per Conversion: ₹235
- ROAS: 4.2x
## Community Management
- Comments Responded: 450
- Messages Responded: 125
- Average Response Time: 4 hours
- User-Generated Content Shared: 15
- Influencer Collaborations: 3
## Competitor Insights
### Competitor 1: [Name]
- Follower Growth: +8%
- Engagement Rate: 3.5%
- Notable Campaigns: [description]
### Our Competitive Position:
✅ Higher engagement rate
✅ Faster follower growth
⚠️ Lower reach (opportunity to increase)
## Recommendations for Next Month
### Content Strategy:
1. Increase Reels production (highest engagement)
2. Launch user-generated content campaign
3. Create more educational carousel posts
4. Test TikTok platform
### Paid Advertising:
1. Increase budget for conversion campaigns (+20%)
2. Create lookalike audiences from converters
3. Test new ad creative variations
4. Expand to Instagram Stories ads
### Community Building:
1. Launch monthly contest/giveaway
2. Feature customer of the week
3. Host Instagram Live Q&A session
4. Create exclusive Facebook Group
## Next Month's Content Calendar
[Attached: Content calendar for next month]
## Appendix
- Detailed metrics spreadsheet
- Top posts screenshots
- Ad performance data
- Competitor analysis
Deliverables
Weekly Deliverables
- Content calendar for upcoming week
- Daily community management
- Daily engagement activities
- Weekly performance snapshot
Monthly Deliverables
- Comprehensive analytics report (PDF)
- Content calendar for next month
- 30-60 social media posts (as per package)
- 15-30 stories/reels
- Influencer outreach report
- Competitor analysis update
- Strategy recommendations
- Ad performance report (if applicable)
Quarterly Deliverables
- Comprehensive performance report
- Audience insights analysis
- Content performance analysis
- Strategy review and refinement
- Competitor benchmarking
- ROI analysis
- Updated social media strategy
Quality Standards
Professional Benchmarks
Engagement Rates (Industry Average):
- Instagram: 1-3% (aim for 3-5%)
- Facebook: 0.5-1% (aim for 1-2%)
- LinkedIn: 2-4% (aim for 4-6%)
- Twitter: 0.5-1% (aim for 1-2%)
- TikTok: 5-10% (aim for 10-15%)
Growth Targets:
- Month 1-3: 5-10% follower growth/month
- Month 4-6: 10-15% follower growth/month
- Month 6+: 15-20% follower growth/month
Content Quality:
- All images: Minimum 1080x1080px
- Videos: Minimum 1080p resolution
- Brand consistency: 100%
- Grammar/spelling: 100% accuracy
- Response time: Within SLA
Paid Advertising:
- CTR: >1.5%
- ROAS: >3x
- Cost per click: Below industry average
- Conversion rate: >2%
Review Process
Daily Review:
- Check all platform notifications
- Respond to comments/messages
- Monitor brand mentions
- Engage with followers
- Track daily metrics
Weekly Review:
- Analyze week's performance
- Identify top/bottom posts
- Adjust content strategy
- Plan next week's content
- Client update (if needed)
Monthly Review:
- Comprehensive performance analysis
- Client report preparation
- Strategy adjustment
- Next month planning
- Client meeting/call
Client Approval Process
Content Approval:
- Submit content calendar (1 week in advance)
- Client reviews and provides feedback
- Revisions (up to 2 rounds)
- Final approval
- Schedule posts
Campaign Approval:
- Present campaign concept
- Show ad creative mockups
- Explain targeting and budget
- Get written approval
- Launch campaign
Common Issues & Solutions
Issue 1: Low Engagement Rate
Possible Causes:
- Poor content quality
- Wrong posting times
- Irrelevant content
- Inconsistent posting
- No call-to-action
Solutions:
-
Improve Content Quality
- Use high-quality visuals
- Write compelling captions
- Add value in every post
- Use video content
-
Optimize Posting Times
- Analyze audience insights
- Test different times
- Post when audience is most active
- Use scheduling tools
-
Increase Relevance
- Survey your audience
- Analyze competitor content
- Follow trends
- Address pain points
-
Boost Engagement
- Ask questions
- Run polls and quizzes
- Host contests
- Respond to all comments
Issue 2: Slow Follower Growth
Possible Causes:
- Not enough reach
- Unclear value proposition
- Inconsistent branding
- No growth tactics
Solutions:
-
Increase Reach
- Use relevant hashtags
- Collaborate with influencers
- Run paid ads
- Cross-promote platforms
-
Clarify Value
- Update bio/description
- Showcase benefits clearly
- Share customer testimonials
- Demonstrate expertise
-
Implement Growth Tactics
- Run giveaways
- Partner with complementary brands
- Create shareable content
- Engage with target audience
Issue 3: Negative Comments/Reviews
Possible Causes:
- Product/service issues
- Poor customer service
- Miscommunication
- Competitor attacks
- Trolls
Solutions:
-
Respond Professionally
- Acknowledge the concern
- Apologize if appropriate
- Offer to resolve privately
- Follow up publicly
-
Take Action
- Address legitimate concerns
- Improve products/services
- Update policies
- Train team
-
Prevent Future Issues
- Set clear expectations
- Improve communication
- Monitor sentiment
- Build positive reviews
Issue 4: Low ROI from Ads
Possible Causes:
- Poor targeting
- Weak ad creative
- Wrong campaign objective
- Landing page issues
- Insufficient budget
Solutions:
-
Refine Targeting
- Use custom audiences
- Create lookalike audiences
- Narrow demographics
- Test different segments
-
Improve Ad Creative
- A/B test variations
- Use video ads
- Clear value proposition
- Strong call-to-action
-
Optimize Landing Pages
- Match ad message
- Fast loading speed
- Clear CTA
- Mobile-optimized
-
Adjust Budget
- Increase budget for winners
- Pause underperformers
- Test different bid strategies
- Focus on high-intent audiences
Post-Delivery Support
Support Period (Included)
First 3 Months:
- Monthly performance reports
- Strategy adjustments
- Content optimization
- Community management
- Regular communication
Support Included:
- Report explanations
- Performance analysis
- Strategy consultations
- Content revisions (as per package)
- Crisis management (Professional+ packages)
Not Included:
- Additional content beyond package
- Extra platforms
- Paid ad spend
- Professional photo/video shoots (beyond package)
- Website changes
Maintenance Guidelines
Daily Maintenance:
- Post scheduled content
- Monitor notifications
- Respond to comments/messages
- Engage with followers
- Track performance
Weekly Maintenance:
- Analyze performance
- Adjust strategy
- Plan next week's content
- Engage with industry
- Update client
Monthly Maintenance:
- Comprehensive reporting
- Strategy review
- Content calendar creation
- Competitor analysis
- Client meeting
Upsell Opportunities
After 3-6 Months:
1. Additional Platforms
- Add TikTok, Pinterest, YouTube
- Price: +₹10,000-₹20,000/month per platform
2. Influencer Marketing
- Comprehensive influencer program
- Price: ₹30,000-₹1,00,000/month
3. Content Production
- Professional photo/video shoots
- Price: ₹25,000-₹75,000/shoot
4. Paid Advertising
- Comprehensive ad management
- Price: 10-15% of ad spend
5. Social Commerce
- Instagram/Facebook Shop setup
- Product catalog management
- Price: ₹20,000-₹50,000 setup + ₹10,000/month
6. Community Management Platform
- Dedicated Facebook Group
- Discord/Slack community
- Price: ₹15,000-₹40,000/month
7. Social Media Training
- Train client's team
- Workshops and courses
- Price: ₹50,000-₹1,50,000
Client Feedback Collection
Weekly Feedback:
Quick Check-in:
1. Are you happy with this week's content? (Yes/No)
2. Any specific requests for next week?
3. Any concerns we should address?
Monthly Feedback:
Monthly Survey:
1. How satisfied are you with our service? (1-10)
2. How would you rate content quality? (1-10)
3. How responsive is our team? (1-10)
4. What could we improve?
5. What are you most happy with?
6. Any new goals for next month?
Quarterly Review:
Comprehensive Evaluation:
- Overall satisfaction
- Results vs. expectations
- Communication quality
- Areas for improvement
- Future goals and objectives
- Testimonial request (if satisfied)
- Referral opportunities
Tools & Resources
Required Tools
Social Media Management:
- Hootsuite ($49-$739/month) - Scheduling & analytics
- Buffer ($6-$120/month) - Scheduling & publishing
- Sprout Social ($249-$499/month) - Enterprise solution
- Later ($18-$80/month) - Visual planning (Instagram focus)
Design Tools:
- Canva Pro ($12.99/month) - Graphic design
- Adobe Creative Cloud ($54.99/month) - Professional design
- Figma (Free-$45/month) - Collaborative design
Analytics Tools:
- Native platform analytics (Free)
- Socialbakers (Custom pricing) - Advanced analytics
- Brandwatch (Custom pricing) - Social listening
Content Creation:
- CapCut (Free) - Video editing
- InShot (Free-$3.99/month) - Mobile video editing
- Loom ($8-$12/month) - Screen recording
Hashtag Research:
- Hashtagify (Free-$29/month)
- RiteTag ($49-$99/month)
- Display Purposes (Free)
Training Resources
Free Resources:
- Facebook Blueprint - Free courses
- Instagram for Business - Official guides
- LinkedIn Learning - Social media courses
- HubSpot Academy - Free certifications
- Hootsuite Academy - Free courses
Paid Courses:
- Social Media Marketing Specialization (Coursera) - $49/month
- Advanced Social Media Marketing (Udemy) - $10-$200
- Social Media Strategy (LinkedIn Learning) - $29.99/month
Communities:
- r/socialmedia (Reddit)
- Social Media Examiner Community
- Facebook Groups for social media managers
- LinkedIn Groups
Blogs to Follow:
- Social Media Examiner
- Buffer Blog
- Hootsuite Blog
- Sprout Social Insights
- Later Blog
Podcasts:
- Social Media Marketing Podcast
- The Science of Social Media
- Marketing Over Coffee
- Online Marketing Made Easy
Document Information
Last Updated: January 2026
Version: 1.0
Owner: ARUKZ DIGITAL Marketing Team
Review Cycle: Quarterly
Next Review: April 2026
Quick Reference
Social Media Checklist
Before Starting:
- Get all platform access
- Complete brand guidelines
- Conduct audit
- Develop strategy
- Get client approval
Daily Tasks:
- Post scheduled content
- Respond to comments/messages
- Engage with followers
- Monitor mentions
- Track performance
Weekly Tasks:
- Create content calendar
- Analyze performance
- Adjust strategy
- Plan next week
- Client update
Monthly Tasks:
- Comprehensive report
- Strategy review
- Content calendar (next month)
- Competitor analysis
- Client meeting
Need Help? Contact the Social Media team lead or refer to the Troubleshooting Guide.
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