Pricing and quotation guide
Social media strategy development cost
A social media strategy may be a one-off project, priced on how much discovery and analysis it needs. A small business with one audience and two platforms needs a few conversations, a quick account review and a short document. A business with several audiences, sites or product lines, existing accounts to review and competitors to look at needs more. A first 90-day plan and a follow-up review add a little and make the strategy more likely to be used.
Below: cost drivers, scoping, pricing models, comparing quotes and judging value.
Illustrative diagram
What drives strategy cost
- Discovery
- More people and sites mean more conversations.
- Audiences
- Each distinct audience needs its own thinking.
- Platforms
- Reviewing and deciding on each platform takes time.
- Account review
- Looking at existing accounts and their history.
- Competitor research
- Looking at named competitors adds research.
Costs paid to third parties (separate from our fees)
- Carrying out the strategy
- Brand or design work
- Paid advertising
- Your team's time in discovery
Ask for the strategy to be priced separately from any management that follows.
Scopes compared
| Scope | Relative effort |
|---|---|
| One audience, one or two platforms | Lower |
| Two audiences, existing accounts to review | Moderate |
| Several sites or product lines | Higher |
| Plus competitor research and workshops | Higher still |
How strategy work is priced
Fixed-price project
Suits you when
- Defined scope
- One-off strategy
Watch out for
- Discovery included
- 90-day plan included
Strategy plus review
Suits you when
- You want a checkpoint after 90 days
Watch out for
- Review date and scope
Workshop-led
Suits you when
- You want your team to shape it together
Watch out for
- Workshop length
- Write-up included
Comparing quotations
Check that each quote states who will be interviewed, whether existing accounts are reviewed, whether competitors are researched, what the strategy document contains, whether a voice guide and 90-day plan are included and whether a follow-up review is offered. A low price may be a template strategy with your name added; ask to see an example with client details removed.
Example: scoping a strategy to the business
Illustrative example — not a client case study
Situation: A local accountancy firm receives a quote for a strategy with extensive competitor analysis and five platforms.
- The firm explains it has one audience, small business owners, and two staff with limited time.
- The scope is reduced to two platforms, two discovery conversations and a short strategy with a 90-day plan.
- A 90-day review is added at a small extra cost.
What this shows: The strategy matched the firm's size and capacity. This example is illustrative.
Judging the value
A strategy earns its cost when it changes what the team does and leads to results it was designed for. At the 90-day review, check whether the routine is being followed and whether the chosen measures have moved. A strategy that is not followed has no value, however well written. Note the decisions it led to.
Your team's time
Discovery needs time from owners and customer-facing staff, typically a short conversation each. Budget for it; without it, the strategy will rest on guesses. Plan these conversations around busy periods.
Writing a strategy in-house
Small businesses can write a useful strategy themselves using the six parts: goals, audiences, platforms, themes and voice, resources and measures. An outside provider adds an independent view and experience of what can be sustained.
Why discovery drives cost
Discovery is where the strategy gets its substance: conversations with owners and staff, a look at recent enquiries and reviews, and time to understand what customers really ask. A business with one site and a small team needs a couple of conversations; a group with several sites, services or audiences needs more. Skimping on discovery produces a generic strategy that could apply to anyone. Ask each provider who they plan to speak to and for how long, so quotes can be compared on the same basis.
Workshops
Some providers run a workshop with your team instead of, or as well as, individual conversations. Workshops can build shared ownership of the strategy, but they take several people away from their work for a few hours. Decide whether shared ownership or individual input matters more for your business.
The follow-up review
A review after 90 days costs relatively little and checks whether the strategy is being followed and whether it needs adjusting. Ask for its price at the start. Put the date in the diary when the strategy is delivered.
Questions about social media strategy development cost
What drives social media strategy cost?
Discovery, audiences, platforms, account review and competitor research.
Is a strategy a one-off cost?
It may be priced as one, with an optional follow-up review.
How is strategy work priced?
Options include a fixed project, strategy plus review, or workshop-led.
What should a strategy quote include?
Discovery, account review, the document, voice guide, 90-day plan and review.
How is strategy value judged?
By whether the routine is followed and the measures move.
Can we write our own strategy?
Yes, using the six parts as a guide.
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