If you’ve been frantically searching “What do I need to get started as a social media manager?” while your inbox sits empty—you’re not imagining things.

Most freelancers don’t struggle because they lack skill. They struggle because they’re rebuilding everything from scratch, chasing inspiration instead of implementing systems, and duct-taping processes together in real time.

The difference between chaotic hustle and confident professional? A solid social media manager toolkit. This isn’t about having the shiniest software—it’s about owning repeatable frameworks that help you sell, deliver, and get paid without second-guessing every decision.

What Should Be in a Social Media Manager Toolkit?

Think of your toolkit like a set of reusable frameworks—they don’t just save time, they make you look put-together from the first interaction.

Profitable Pricing Calculator

Let’s address the part that makes everyone’s stomach drop: pricing.

So many brilliant social media managers undercharge—not because they don’t believe in their value, but because they don’t understand what goes into strategic pricing.

You’re not trading hours for dollars. You’re building strategy, writing copy, managing approvals, communicating with clients, and—oh yeah—paying taxes.

My go-to social media pricing template lives in a simple Google spreadsheet. It breaks down:

• Business expenses (subscriptions, software, etc.)
• Time spent per deliverable
• Contractor fees, if any
• Owner’s draw & tax estimates
• Target profit margin

It even shows me what each piece of content costs to create—so I can price custom packages with clarity, not guesswork.

Most undercharge because they forget they’re running a business—not just posting on Instagram.

Looking for creative service options beyond full management? Check out 15 Social Media Manager Packages That Aren’t Full Management for inspiration.

Proposal Template That Sells for You

When a lead says, “Can you send me a proposal?”—this moment either builds trust or triggers second thoughts.

An effective social media proposal should:

• Introduce you and your process (don’t assume they remember everything from the call)
• Recap their current challenges in their own words
• Present your solution clearly, with deliverables and timelines
• Offer pricing options (yes, options)
• Include social proof: testimonials, mini case studies, past results
• End with clear next steps

The biggest shift? Make it feel custom, even when it’s templated. I use a base template and then personalize 15–20% for each lead. That balance keeps things efficient while feeling tailored.

Visual placeholder: Screenshot mockup of a proposal deck with branded slides Alt text: “Social media proposal template showing deliverables, pricing, and client testimonials”

Systems That Make You Look Professional (Even When You’re New)

This is what separates beginners from boutique.

Client Onboarding Packet

Picture this: someone says “Yes!” to working with you… and then hears nothing.

Don’t ghost your new client. Instead, send a branded Welcome Packet with:

• A warm message to set the tone
• Clear timeline: what happens next
• Communication policies and office hours
• Tools you’ll use together
• Pre-onboarding checklist (what you need from them)

This instantly shifts you from “freelancer vibe” to “trusted partner.”

Stat callout: 80% of freelancers say they feel more confident after creating a consistent onboarding experience.

Content Calendar & Approval System

Your content calendar isn’t just for you. It’s a client communication tool, too.

At minimum, include:

• Posting dates
• Content previews (image, copy)
• Approval status
• Space for feedback

You can build this in Google Sheets, Airtable, Notion—whatever works for your brain and looks clean to clients.

Bonus points if it’s branded and beautifully formatted. Clients love a visual experience. They feel like they’re receiving premium service even when it’s built in a spreadsheet.

Case Studies vs. Portfolios: Understanding the Difference

Your portfolio shows what you made. Your case study shows what changed.

A strong case study includes:

• The problem your client was facing
• What you did to solve it (strategy + tactics)
• The results (engagement, reach, leads, conversions)
• A testimonial, if possible

This isn’t about flexing numbers. It’s about telling a story that shows transformation.

Example: “Before we worked together, my client was posting 3x/week and hearing crickets. After we revamped their content strategy, they launched a new offer through Instagram and booked 5 clients in 2 weeks.”

Want help building your first one? Read this: 3 Social Media Portfolio Strategies That Actually Get You Booked in 2025

Client Attraction Starts with Your Own Feed

Even if referrals drive your pipeline, your content is often the first proof of credibility.

Instagram Bio & Highlights

Your bio should be:

• Clear on who you help and what you do
• Focused on results or outcomes
• Linked to next steps (booking link, service menu, etc.)

Use your Highlights to house:

• Client wins / case studies
• “About me” and process
• Testimonials
• Packages / services overview

Content That Builds Trust, Not Just Likes

Most new social media managers burn out trying to be everything: educator, entertainer, trend chaser.

Instead, focus on content pillars that position you as a trusted guide:

• Teach: Explain one small piece of your process or philosophy
• Show: Share behind-the-scenes of a client project or your toolkit
• Prove: Post results or transformations
• Invite: Share your services and how to work with you

You don’t need to go viral. You need to be trusted and clear.

Frequently Asked Questions

What tools do freelance social media managers need to get started? A pricing calculator, proposal template, onboarding welcome packet, content calendar, and case study format are foundational.

How do I price social media services? Price based on time, business expenses, and desired profit. Avoid hourly rates—use structured packages.

What should be included in a social media proposal? Intro, client challenges, deliverables, timeline, pricing, social proof, and next steps.

What’s the difference between a case study and a portfolio? A portfolio shows work samples. A case study shows the results and transformation you helped create.

Do I need all of these before I take on my first client? No. Start with the tool that solves your current bottleneck—like proposals or pricing. You can build the rest as you go.

Final Thoughts: Don’t Overwhelm Yourself—Start Where You Struggle Most

If you’re feeling like you need everything all at once—pause.

Pick the tool that solves your current bottleneck. If you’re undercharging, start with the pricing calculator. If leads disappear after discovery calls, focus on your proposal. If onboarding feels messy, that’s your next move.

These tools aren’t here to complicate things—they’re here to help you build a business that feels aligned, organized, and professional.

Want to Save Time and Start Strong?

You can grab the Starter Toolkit Bundle with all the exact templates I use in my agency—plus video tutorials to help you customize each one for your business.

Ready for more in-depth field notes, behind-the-scenes, strategy insights, client communication scripts, strategy frameworks, and more? Click here to get free access to The Back Office. There’s 60+ resources that have been tested in our real agency work and are proven to get results, including getting clients, pricing and scope, client management, content strategy, content creation, workflow and systems, and business growth. See what’s inside TBO.