Process and organization
Regardless of your agency's specialties, a pitch deck is always an effective way to attract new clients. So don't waste time in getting yours ready.
A comprehensive and well designed pitch deck is critical to helping an agency convert leads into clients. It clearly shows prospective clients how your agency can help them reach their business goals.
Also, your pitch deck slides should tell a story about your agency, the services it offers, and the problem it solves.
So in this post, we will look at how you can create a pitch deck for your social media agency.
We’ll see what a pitch deck is, the proper outline to use, and best practices to follow.
A pitch deck is a presentation that gives potential clients or investors a quick overview of what your agency offers. You can create pitch decks using tools like PowerPoint, Zoho Show, Google Slides, and Canva.
Pitch decks can serve different purposes depending on who will be viewing the presentation. For instance, you can use it to show an investor the growth potential of your business. It will include a summary of your business plan, the vision of your company, market opportunities, financials, etc. Essentially, an investor pitch deck should give investors reasons to invest in your agency.
On the other hand, you can use a pitch deck to attract clients to your agency. Here, you will use the presentation to pitch your services to prospective clients and show them what they will benefit from working with you.
In this article, we will be looking at the latter; how you can use a pitch deck to attract clients to your social media agency.
Let's get started.
Now that you know what a pitch deck is, let's see how you can create one.
Here are 7 steps that you can use to create a pitch deck template that is customizable depending on the prospect or inquiry.
Note: These steps will also work regardless of the kind of agency or business you run.
The first step to creating an actionable pitch deck is to research the prospect you will be presenting to. This will help you identify the problems that they need to solve. Doing so will allow you to determine what services you will offer. If you offer services that the client does not need, your pitch deck won't work no matter how great it is.
Here are some things you can research on:
💡 It might be difficult to perform this research except you are asking the prospect directly. One way to do this research is by looking at their existing marketing strategy. For instance, a social media agency will look at a prospect’s social media pages to see if they are active. An active social media page signals that the prospect has a social media strategy in place. It's now up to you to identify how you can improve on their existing strategy.
Using all the information you collected from your research above, you need to personalize your pitch deck to each prospect. A 2019 Semrush study showed that a personalized agency sales pitch is more likely to determine your success than factors like price, value propositions, case studies, or benchmarks.
So even if every element of your pitch deck is excellent but doesn't resonate with the prospect or show how you will solve their specific pain points, it may be difficult to convince them of the value of your agency.
For instance, if the client you are approaching has a small budget, you won't put TikTok ads as part of your marketing strategy.
TikTok ads can be very expensive. The minimum ad group for TikTok ads is $50 compared to just $1 on Facebook. Since the client doesn't have the budget for such expenses, they might not want to work with you because you will cost them a lot of money. Instead, recommend low-cost marketing strategies.
💡 Your pitch deck should not be a one-size fit all. Every prospect will have different pain points. To achieve success with your sales pitch, you need to convey how your service will help them solve their problems.
When pitching to a prospective client, it's important that you introduce the key members of your team. This section of the pitch deck will show the prospect why you and your team are the best people for the job. The slide should feature their name, photo, and give context to their job role and expertise.
Here is an example from Airbnb:
For a social media agency, the key team members to feature are the account manager that will be assigned to the prospect and C-suite executives like chief executive officer (CEO) and chief operating officer (COO).
When presenting the team section of the pitch deck, it's also good to include a story about your agency. For example, you can tell a brief story of how the agency was started or the challenges that the founder went through.
Why is it important to tell a story?
A Stanford study showed that 63% of presentation attendees will remember stories while just 5% will remember facts. So, if you want to leave a lasting impression on the prospect, tell a good story.
This section of the pitch deck is very important. It's this section that will show the client what they will gain from employing your agency's service.
First, your service already has a set of problems that it solves. For example, you might run an agency that helps businesses create social media content.
Your goal with your pitch deck should be personalizing your service offering to the prospect. That is, how can your social content creation service help the client reach their business goal?
For instance, after your initial research, you found out that the prospect posts once a week.
To personalize your value proposition to the client's needs, quote a research on how companies who constantly post on social media are 40% more likely to reach their revenue goals than non-social companies. Next, point out how improving the prospects' content strategy will help them increase their revenue. Other business goals you can highlight are increasing brand awareness and audience engagement.
Finally, you provide a detailed strategy on how you can help the client improve their content strategy.
Now that you've introduced your agency, the services you offer, the prospects' pain points, and how you can help them solve these problems. The next step will be to describe how your agency works with clients.
This section doesn't have to be very long. All you have to do is briefly explain your business process.
Here are some things you should make clear:
According to HubSpot, “A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the application of something.”
In your pitch deck, a case study does two things:
Firstly, they serve as social proof. It demonstrates to the prospect that you have achieved success with past clients. The case study will build your credibility and help the prospect trust your agency more.
Secondly, a case study allows the prospect to see how collaborating with your agency will look like in real life.
Note that the clients you are pitching to are not all the same. You need to choose case studies that the prospect can relate to. For instance, you can use case studies of companies that are similar in size or have similar goals as the prospect. It doesn't matter if the prospect and company from the case study are not in the same niche or industry. The most important thing is that the case study demonstrates the effectiveness of your agency.
This is where you will detail the next steps to take if the prospect decides to work with your agency.
Here you will reiterate all the key points you mentioned in the pitch deck. Discuss the key milestones and your client onboarding process. You should also say how soon you can start working if the prospect decides to go with your agency.
After the deck, provide the information of relevant people the prospect can contact if they have any questions after you leave the presentation.
It's also a good idea to proactively answer common questions you have been asked in previous presentations. If you want to further impress the prospect, always backup your answers with real case studies.
We've seen what a pitch deck should consist of. Now, let's look at how you can properly outline the deck.
This is the first thing anyone will see when they open your pitch deck. It should do things:
On the introductory slide of the Airbnb pitch deck above, the company logo and name are very visible. They also describe what they do in one sentence. The image they used is also visually pleasing.
A table of content gives the prospect a quick overview of what the pitch deck contains. If the pitch deck is sent digitally, it makes it easy for the viewer to jump from one section to the next.
In this section, you will introduce your team members and also give a brief background of your agency.
This is where you can also tell stories and mention your agency’s unique selling point.
This is the slide where you show off recognizable brands you have worked with. You can also highlight reviews and testimonials that you have gotten from other clients. If you have been featured in media publications, you can share it here.
In this slide, you will focus on describing the services you offer. This is where you show the prospect how your service will help them solve their pain point. The “Your services” section can take up to one or two slides on your deck. You can divide it into the ‘problem slide’ where you will highlight the prospect’s pain points and the ‘solution slide’ where you show how you can help them solve the pain point.
Here is a simple template from Visme’s Traveler Connect pitch deck. The first slide states the problem, and the second one shows how they solve it.
This section is very important because it gives the prospect reasons to choose your agency and not a competitor.
It is important that you clarify your preferred pricing model. You can choose to be paid hourly, commission-based, project-based, or performance-based.
💡 The pricing model you use will depend on the kind of prospect you are pitching to. Most new clients will be hesitant to accept a retainer model until they have worked on a couple of projects with you. Also, if you are pitching to a prospect that hasn't worked with an agency before, they will need a lot of convincing before they accept value-based pricing because it typically comes with high fees. So before you choose a pricing model, think about the best option for the client.
Here you will include at least one or two case studies that the prospect can relate to.
In this section, you will explain how you will want to work with the client. Layout when reviews will come up, when you will send out weekly reports, your posting schedule, and the key performance indicators you will measure. This slide will give the prospect an idea of how the partnership will work.
You should also give room for flexibility here. The prospect might want to make changes that will fit their schedule.
This is the last slide on the pitch deck. Always thank the prospect for viewing your presentation. You should also include the contact information of relevant people that the prospect can reach out to if they have any questions.
When creating a pitch deck, there are important guidelines you should follow. They include the following:
Your presentation should not be too short or excessively long. The appropriate time frame for a presentation should be around 20 minutes. The pitch deck should not be more than 10 slides.
💡 Follow the 10/20/30 presentation rule. Which states that your presentation should have 10 slides, last no more than 20 minutes, and have a font no smaller than 30 points.
From the outline above, you will have 9 slides. You can add one more slide to explain your services more in-depth.
Pitch decks need to look professional and consistent with your agency’s branding. Use the same font and color scheme that is on your agency website and marketing materials. A prospect should be able to identify your brand by just looking at the deck.
You don't have to use fancy fonts that can be difficult to read. Also, use simple words that the prospect can easily digest. Use fonts that can be seen from a reasonable distance.
Some of the best fonts you can use for presentation include Lato, Libre-Baskerville, Montserrat, Dosis, Bentham, Roboto, Fire Sans, and Open Sans.
Studies show that 80% of people remember what they see, compared to 20% of what they read, and 10% of what they hear. So if you want the prospect to readily remember your presentation, include visual aids. Convey information like stats or data using charts or graphs.
This is an example of how to use visual aids from Airbnb.
After the presentation, always give the prospect a PDF version of the pitch deck. Sometimes the software you used in creating your pitch deck might not be compatible with the prospect’s device. For instance, a presentation created with Keynote (macOS) will not open on a Windows device.
In this article, we have seen how you can create a pitch deck for your social media agency. Regardless of your agency's specialties, a pitch deck is an effective way to attract new clients.
The key is to remember to thoroughly research your prospective clients, their competitors, and their industry. The more details you have, the more extensive and personalized your pitch deck will be. Your goal should not just be to sell your services but also show how your service can help them solve their pain points.
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