Social media marketing consultants are experts who create (and sometimes execute) customized plans to establish and build their clients' social media presence. They have deep experience in social media platforms, content creation, and strategy development, packaging it into a strong point of view that brands want.
As brands recognize the value of a strong social media footprint, the demand for skilled consultants is on the rise. It can be a lucrative and exciting profession — especially for "people persons" who thrive under pressure and enjoy continuous learning.
Inside this guide to social media consulting, you’ll learn:
- What a social media consultant does
- What skills social media consultants need
- How to become a social media consultant
Let’s start!
What does a social media consultant do?
Social media consultants provide tailored solutions to optimize the strategy and tactics behind a brand's social media presence. They guide businesses in making data-driven decisions to reach new audiences, improve engagement, and get closer to their business goals.
A social media consultant is typically an experienced freelancer. They technically work solo, but with every client contract they embed themselves in an existing in-house team and work closely with them.
Their responsibilities extend beyond daily posting and content creation. They are brought in to offer a fresh take on a brand’s social presence, tackle ongoing challenges, and provide direction. Consultants work on both long-term projects, like brand building, and short-term projects, like campaign launches.
Here are common tasks a social media consultant handles for clients:
- Audit and assess current social media strategy: One of the first tasks on a new contract is evaluating the company’s existing social media presence, analyzing content, engagement metrics, and follower growth to identify improvement areas.
- Develop custom social media strategies: Based on the audit’s outcome, consultants will create a tailored social media plan that aligns with the business’s goals. This may involve suggesting new content types, targeting different audience segments, or focusing on specific platforms.
- Provide expert guidance on platform selection: Not every platform works for every business. Social media consultants help companies determine the most effective platforms for reaching their target audience and advise on optimizing content accordingly.
- Train teams and improve processes: Many consultants offer workshops or training sessions to teach in-house teams about best practices, content planning, and social media tools. This empowers businesses to manage their social media effectively after the consultant’s contract ends.
- Monitor performance and adjust strategy: Consultants track the success of implemented strategies, reviewing analytics to ensure goals are met. They make data-driven recommendations to fine-tune a brand’s social media strategy.
What skills do you need to be a social media consultant?
Social media consultants need a mix of creative, technical, and strategic skills. They excel at analyzing data, solving problems, and developing innovative strategies. They also need strong people skills since they are constantly interfacing with clients or networking for new opportunities.
Many consultants have been content creators, social media coordinators, strategists, or managers in their past.
Some skills you’ll need as a social media consultant are:
- Analytical thinking: Consultants must analyze data and determine what’s working and what’s not so their guidance will drive measurable improvements.
- Communication: Consultants must clearly explain complex strategies and insights to clients. Clear communication helps businesses understand and act on the recommendations.
- Platform expertise: For success in this role, you need strong knowledge of different social media platforms and their unique algorithms, trends, and best practices.
- Content strategy and copywriting: Social media consultants need to know how to create content that resonates with audiences, drives engagement, and builds brand loyalty.
- Adaptability: Given how quickly social media changes, consultants must be flexible and pivot strategies when new trends or platform changes emerge.
How to become a social media consultant
Starting a consulting business from scratch takes careful consideration of the market, your unique selling point, and how you're going to get those first clients in the door.
In the sections below, we'll go through five key steps to launching your social media consulting service:
- Building your brand
- Choosing your specialty
- Making a business plan
- Packaging your services
- Winning clients
Let's dive in!
1. Build your brand
Start by getting active on social media. Pick the platforms your target clients are using and start posting consistently. Remember, you're personal presence has a two-fold mission: 1. Reach potential clients and persuade them to work with you, and 2. Showcase your content strategy know-how and platform knowledge. Pair that with a clean, functional website where you can showcase your talents and client testimonials — social proof is huge when you're just starting out.
Networking is also going to be a big part of your daily life. Connect with other consultants, reach out to potential clients, and get involved in the social media community. Remember that networking isn't just about getting your own — when you refer work to your peers, you build strong partnerships that will support you throughout your career.
2. Pick a specialty
Consultants usually specialize in a business type, industry, platform, or strategic approach. This helps them stand out, charge higher rates, and deliver focused results. For example, a consultant might specialize in Instagram marketing for small businesses, tapping their understanding of Instagram's algorithm, content best practices, and strategies for driving sales through the platform.
When you're just starting out, it's best to focus on one or two social media platforms. Each one has its own way of working — the algorithms are different, the audiences are different, and the content that does well is different. Trying to be an expert on everything will burn you out and compromise your results.
You'll also want to pick an industry or two that you specialize in. Even if two businesses use the same platforms, their social media needs can vary. An online clothing store and a real estate agency will have very different social strategies, even on Facebook.
3. Create a business plan
Now it’s time to create a business plan to work out the nuts and bolts of your consulting service.
Start by researching the current industry trends, your target market, and your competition. This will give you a clear understanding of the landscape you're entering. Assess your own skills in comparison — are there any gaps you need to fill?
Next, decide on the structure of your business. Will you operate as a solo freelancer or do you want to set out on the path of building an agency? There's no one-size-fits-all answer, but many consultants start as freelancers and decide to start an agency later.
On the practical side, make sure you get all the legal and financial ducks in a row. Set up a business bank account, familiarize yourself with taxes and filing requirements, and consider hiring an accountant and lawyer to help you navigate the paperwork.
At this stage, you can also start planning what tools, processes, and workflows you’re going to use to make your business run smoothly. For example, consider how you’ll manage clients from start to finish. This looks like developing proposal templates, contract templates, on-boarding workflows, and invoicing terms.
You should also consider what tools you’ll need, as this is a critical piece of your overhead, or cost of doing business. Will you need to collaborate with your clients on calendars and content strategies in a social media management software? Will you need content creation tools, like a design or video editing software? Will you need bookkeeping software to keep your financials in check?
Be realistic about what you can afford at an early stage — when you're just starting out it won't hurt you to forego software and take care of certain processes manually.
4. Price and package your services
When setting your pricing and packaging for your consulting services, there are a few key factors to consider. First, you'll need to account for your overhead costs and the time required to deliver your services. This will help you determine a baseline hourly or project-based rate that covers your expenses and provides a reasonable profit margin.
Additionally, your level of expertise and the value you provide to clients should be reflected in your pricing. More specialized or senior-level consultants can typically charge higher rates than those just starting out.
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Hourly/daily rate: Charge an hourly or daily fee for services like mentoring, consulting, or training. This works well if the client has more general needs or they’re not sure what they need.
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Project-based rate: Use a fixed, project-based rate for bespoke services with a defined deliverable, like strategy development or an audit.
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Monthly retainer: Agree to deliver regular, recurring monthly services for a set fee. This could be a certain number of hours per month that you spend on flexible tasks, or a defined scope of work, like social media management and reporting.
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Packaged services: Offer pre-defined service packages at a fixed rate. This is similar to a project-based rate but with a standardized offering.
5. Attract and win clients
Launching a successful consulting business hinges on attracting and winning new clients. This is the most challenging aspects of starting out, but there are several strategies you can explore:
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Reach out to existing connections who might need your help or know someone else who does
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Use freelance marketplaces (but be mindful not to undercharge)
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Offer a lead magnet like a free ebook, webinar, or consultation
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Start local by reaching out directly to businesses or getting involved in local business organizations
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Leverage social media to showcase your expertise and make connections
Regardless of the approach, it's crucial to be transparent and honest with potential clients about what you can realistically achieve. Building trust is key to securing long-term relationships.
Is social media consulting right for you?
Social media consulting requires grit, creativity, and strong business acumen. You'll need to divide your energy between running your own business, developing new client relationships, and providing expert guidance to support your existing clients.
The business operations and marketing aspects of this role can be just as important as your social media expertise. In fact, you may spend as much time promoting your services and building your personal brand as you do creating strategies for your clients.
If you have a passion for social media and a knack for translating complex concepts into actionable plans, this could be a fulfilling career path.
Editor's Note: This article was first published in 2021. It has been updated to provide more relevant information.
