Tips For Pitching Clients as a New Social Media Manager

When you’re just starting out as a social media manager, finding those first clients can feel like an uphill battle. You know that landing clients is essential to growing your business, but where do you begin? Should you start by sending cold DMs or emails? Or is it better to wait for potential clients to come to you? Trust me, I’ve been in your shoes, and I know firsthand how confusing and frustrating it can be.

The good news? There are two primary ways to secure clients: outbound marketing (actively reaching out) and inbound marketing (attracting clients to you). Let’s dive into how each approach works and how you can use both to grow your client base.

Outbound Marketing: Cold Pitching for Social Media Clients

With outbound marketing, you reach out to potential clients who may not know you yet. Whether it’s through cold emails, direct messages (DMs), or networking events, outbound marketing helps you land social media clients by putting you in front of people you’d love to work with.

Yes, cold pitching can be intimidating, but it’s one of the fastest ways to land clients, especially when you’re just starting. Consistency is key! Even if you hear “no” a few times, keep showing up to build relationships and land more social media clients over time.

Inbound Marketing: Attracting Social Media Clients to You

Inbound marketing happens when clients find you through your content, referrals, or networking efforts. Whether it’s through your Instagram, blog, or word-of-mouth, inbound marketing brings potential clients into your world. They already know who you are and are interested in what you offer.

However, inbound marketing takes time to build, and in the early stages, outbound marketing (cold pitching) is essential to getting your first few clients.

Why Cold Pitching Helps You Land Clients Faster

Inbound leads are great, but let’s be real—it can take time to get to a point where clients start coming to you on their own. That’s why, especially when you’re starting out, focusing on outbound marketing is key. Cold pitching helps you get paid experience, build up your portfolio, and figure out your client systems sooner rather than later.

It’s kind of like those TikToks where people joke about wanting to meet someone without ever leaving their house—funny, but not exactly realistic! To get clients, you’ve got to put yourself out there, no matter how many “nos” you hear along the way.

How to Craft a Great Pitch

Now, let’s be real for a sec—cold pitching isn’t always easy, and not every pitch will lead to a “yes.” But that’s okay! Every pitch is a learning experience and helps you refine your approach.

Here are a few tips to help make sure your pitches stand out from the rest:

1. Do Your Research

There’s nothing worse than receiving a pitch that’s super generic and feels like it’s been sent to a hundred other people. Take the time to look into the person or business you’re pitching. What are they currently working on? What challenges might they be facing? When you show that you’ve done your homework, it shows you actually care about helping their business, not just landing a paycheck.

2. Personalize Your Pitch

Once you’ve done your research, make sure you’re personalizing your pitch. Skip the copy-paste templates and instead talk about why you admire their business and how you specifically can help solve their pain points. Tailor it to them so they know you’re serious about working together.

3. Highlight Your Unique Value

What makes you different from the thousands of other social media managers out there? Whether you specialize in Instagram for wedding planners or TikTok for small business owners, make it clear why you’re the perfect fit for their brand. Your value proposition should tell them exactly who you help and what results you deliver.

4. Keep It Short and Sweet

Long, rambling pitches tend to get ignored. People are busy, so get to the point quickly. Share who you are, what you do, and how you can help them—then ask to hop on a call or continue the conversation. The goal is to spark interest, not overwhelm them with too much info right off the bat.

On the flip side, inbound marketing is when clients reach out to you. This happens when your content, word-of-mouth referrals, or networking efforts bring people into your world, and they’re interested in working with you. It’s basically the dream, right? People are coming to you already excited about what you offer!

Whether it’s through your Instagram, blog, or a referral from a happy client, inbound marketing tends to feel more organic and leads to smoother conversations since they’re already somewhat familiar with your work.

Common Pitching Mistakes (And How to Avoid Them)

Let’s be real: not all cold pitches are created equal. Most cold pitches end up getting deleted, and it’s usually because they’re too generic or just completely irrelevant to the person receiving them.

For example, I once received a cold DM that started with “Hey you,” told me how much they loved my content without ever saying what content they were referring to, and then went straight into a pitch about their million-dollar marketing strategy. Needless to say, it was clear they hadn’t done their research, and the pitch felt like spam.

The lesson? Personalize your outreach, and always make sure you’re speaking to the right person with the right offer. Address them by name, mention something specific about their business, and keep your message genuine.

Keep Pitching to Land More Social Media Clients

Pitching is a skill that takes practice. You won’t land clients with every pitch, but every “no” brings you closer to a “yes.” Stay consistent, keep refining your approach, and don’t give up. Landing social media clients requires effort, but persistence will help you grow your business over time.

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