How to Make a Social Media Marketing Package

Creating a social media marketing package can feel like more art than science, but cracking the code is the difference between attracting your dream clients and constantly scrambling for one-off projects. A well-structured package clearly communicates your value, protects you from scope creep, and makes it incredibly easy for potential clients to say yes. This guide will walk you through, step-by-step, how to define your services, price them strategically, and present them in professional packages that sell themselves.

First, Define What You Actually Do: The Core Service Audit

Before you even think about pricing or tiers, you need a complete inventory of your skills. Too many freelancers and agencies build packages based on what they think clients want to buy, not on what they actually do. Start by making an exhaustive list of every single task you can perform for a client. Don't hold back - get granular.

Map Out Every Service You Offer

Open a document and start brainstorming every possible service. This exercise not only helps you build packages but also reveals just how much value you provide. Your list might include:

• Platform-specific management (e.g., for Instagram, TikTok, LinkedIn, YouTube Shorts, X, Facebook, Threads)
• Comprehensive social media strategy development
• Content creation (graphic design using Canva, short-form video editing, copywriting, User-Generated Content sourcing)
• Content calendar planning and management
• Hashtag research and strategy
• Competitor analysis and monitoring
• Community management (responding to comments within a specific timeframe)
• Direct message (DM) management and lead qualification
• Monthly (or weekly) analytics and performance reporting
• Paid social ad campaign management (setup, monitoring, optimization)
• Influencer outreach and collaboration management
• Social listening and brand sentiment analysis

The point is to get everything out of your head and onto paper. You'll use this "master list" as a menu to build your packages.

Identify Your "Sweet Spot"

Now look at your list. Where do you truly shine? Are you an absolute wizard at creating viral TikToks and Reels? Do you have a knack for writing LinkedIn posts that build authority and drive leads? Or are you a data geek who turns analytics into actionable business strategies? Your unique strengths are the foundation of your premium offerings. Don't be a generalist, lean into what makes you exceptional. This core competency should be the anchor of your highest-value package.

Building Your Tiers: A Foundation, a Framework, and a Flagship

The three-tiered structure ("good, better, best") is a classic for a reason: it simplifies the decision-making process for clients. Instead of being paralyzed by endless options, they are guided toward a choice. It gives them a sense of control while anchoring the value of your top-tier service.

Tier 1: The "Starter" Package

This is your entry-level offering, designed for clients with smaller budgets, those new to outsourcing social media, or businesses that need a foundational presence. The goal here is consistency and visibility, not overwhelming growth. It's your foot-in-the-door package.

What it typically includes:

• Management of 1-2 core social media platforms.
• A set number of posts per week (e.g., 3 static posts or a mix).
• Basic community engagement (e.g., responding to comments, but maybe not DMs).
• A simple, automated monthly report showing follower growth and engagement rate.

Example Persona: A local bakery that needs a consistent Instagram presence but doesn't have the time to post daily specials themselves.

Tier 2: The "Growth" Package

This is your workhorse. It should be the package you want most clients to choose, offering the best balance of services and value. It's designed for businesses that understand the importance of social media and are ready to invest in tangible growth. They don't just want a presence, they want results.

What it typically includes:

• Management of 2-3 platforms.
• A higher volume of content, incorporating more dynamic formats like Reels, TikToks, or Carousel posts (e.g., 5-7 posts per week).
• Full community management, including responding to both comments and DMs.
• Initial content strategy session and a monthly content calendar for approval.
• More detailed monthly analytics along with a brief analysis or a short review call.

Example Persona: An e-commerce brand that wants to increase sales through Instagram and TikTok and needs an active, engaging presence to build a community.

Tier 3: The "Scale" or "Premium" Package

This is your all-in, high-touch offering for clients who view social media as a primary engine for their business. It's a strategic partnership, not just a service. You're not just managing their socials, you are an integrated part of their marketing team.

What it typically includes:

• Management of 3+ platforms, or an intensive focus on one or two.
• Daily (or near-daily) content with a strong emphasis on high-production formats like short-form video.
• Proactive engagement and community building (e.g., engaging with other accounts, starting conversations).
• Full strategic oversight, including social listening, competitor monitoring, and trend analysis.
• Management of a paid advertising budget.
• Bi-weekly or weekly strategy calls and a custom reporting dashboard.

Example Persona: A B2B tech company that uses LinkedIn and X for thought leadership, lead generation, and building a powerful industry brand.

Develop an A La Carte Menu for Add-Ons and Special Projects

Packages are great, but some client needs won't fit neatly into a box. An "a la carte" menu gives you the flexibility to customize work without derailing your package structure. It also creates opportunities for upselling and serving clients who aren't ready for a monthly retainer.

Common A La Carte Services to Offer:

• One-Time Social Media Audit: A comprehensive review of a client's existing profiles with a detailed report of findings and actionable recommendations.
• Strategy Intensive: A 90-minute workshop to build a full social media strategy that the client's internal team can then execute.
• Content Creation Bundles: Sell specific deliverables in bulk, like "A Package of 10 Professionally Edited Reels" or "30 Branded Canva Templates."
• Account Setup &, Optimization: Perfect for new businesses, you create and fully optimize their social profiles from scratch.
• 1-on-1 Coaching Session: Train a founder or junior-level employee on how to manage their social media effectively.

Let's Talk Money: How to Price Your Social Media Packages

Pricing is often the most stressful part of this process. You're not just picking a number, you're staking a claim about your own value. While there's no magic formula, you can ground your pricing in a solid strategy.

1. Calculated Cost-Plus Pricing (A Great Starting Point)

This is a more professional approach than just guessing. It starts with your own costs and builds from there.

1. Estimate Your Time: For each package, honestly estimate how many hours it will take you per month. Track yourself for a week if you're not sure. Be sure to include time for calls, reporting, and planning - not just content creation.
2. Set Your Target Hourly Rate: What do you want to earn per hour? Take into account your experience, the tools you pay for (like scheduling software and design apps), and your business expenses. Rates for experienced managers often fall between $50 - $150+ per hour.
3. Do the Math: Time (in hours) x Target Hourly Rate = Your Base Price. (Estimated Hours per Month) * ($ Target Hourly Rate) = Base Package Price
Example: 20 hours/month * $75/hour = $1,500/month
4. Add a Buffer: Always add a 15-20% buffer to your base price. This accounts for unexpected revisions, tricky client communication, and the hidden time that never makes it onto a timesheet. This gives you your retainer price.

2. Value-Based Pricing (The Pro Level)

Once you have a track record of delivering results, you can move toward value-based pricing. Instead of tying your fee to your time, you tie it to the value you create for the client's business.

This kind of pricing depends on your ability to confidently articulate the ROI of your work. If you know that your social media strategy for a similar client generated $50,000 in new revenue, charging $5,000 per month doesn't seem like a cost - it seems like a smart investment. This model positions you as a strategic partner and completely uncouples your income from the hours you work.

Putting It All Together: Your Client-Facing Proposal

Your hard work defining and pricing your services needs to be presented professionally. Don't just list numbers in an email. Create a clean, simple proposal document that walks the client through their options and makes you look like the expert you are.

Key Sections of a Winning Proposal:

• The Why: Start by briefly restating their goals. Show them you were listening.
• The Packages: Clearly present your 2-3 package options side-by-side in a table or columns. Give them compelling names (e.g., "The Foundation," "The Accelerator," "The Partnership").
• The Deliverables: Under each package, use bullet points to list exactly what is included. Be specific! "5 high-engagement posts per week (3 static/carousel, 2 Reels)" is much better than "Content creation."
• The Investment: Clearly state the monthly price for each package.
• Social Proof (Optional but powerful): Include a short testimonial or a mini-case study showcasing results you've gotten for another client.
• The Next Steps: Tell them exactly how to proceed. e.g., "To get started, simply reply to this email to confirm your chosen package, and I will send over the contract and onboarding questionnaire."

Final Thoughts

Building effective social media marketing packages turns your service from a loose collection of tasks into a clear, strategic solution. It moves the conversation with clients from "what do you charge per hour?" to "which of these solutions will help me reach my goals?" This structure gives you confidence, protects your time, and ultimately helps you build a more profitable and scalable business.

Once you've locked in those clients, effectively delivering on your promises becomes the next challenge. From my own experience running client accounts, this is where a reliable tool is a game-changer. We specifically built Postbase to make managing multiple brands painless. Being able to visualize every client's content on one calendar, handle all their comments and DMs from a single inbox, and pull clean analytics reports saves an incredible amount of time - freeing you up to focus on the high-level strategy that clients are really paying for.