How to Talk About KPIs
Most clients have no idea what success looks like on social media, which means they'll default to vague feelings about whether it's "working." Your job is to define success before the work starts — and tie it directly to what they already care about.
The three KPI buckets to know:
- Awareness KPIs — reach, impressions, follower growth, share of voice
- Engagement KPIs — likes, comments, shares, saves, click-through rate
- Conversion KPIs — website visits, form fills, calls, purchases
The key move: Always present KPIs as a menu, not a mandate.
How to Talk About Engagement
Engagement is the metric clients hear most and understand least. Set the frame early so they don't fixate on follower count or panic over a post getting 12 likes.
- Instagram avg: 0.48% | Facebook avg: 0.15%
- Engagement compounds over time
- Acts as a research tool (comments + DMs = insights)
The key move: Reframe engagement as a signal, not a score.
How to Talk About ROI
ROI is where most agencies lose confidence. The honest answer is that social media ROI is real but layered.
- $5.20 return per $1 spent (ads)
- LinkedIn = 277% better B2B ROI
- 87% say video increased sales
- 82% influenced by video
The key move: Separate organic vs paid ROI.
How to Talk About Content
Clients often assume good content means expensive production. Reset that immediately.
- Short-form video = highest ROI
- Carousels outperform static posts
- Consistency beats volume
- Every business has content
The key move: Brainstorm content live on the call.
How to Talk About Platform Selection
Clients often ask “do we need to be everywhere?” The answer is no.
- B2C → Instagram + Facebook
- B2B → LinkedIn
- Younger audience → TikTok/Reels
- Local → Facebook + IG
- Thought leadership → LinkedIn
The key move: Make a confident recommendation.
How to Talk About Reporting
Clients who don’t understand reporting become clients who cancel.
- Monthly KPI-based reports
- Plain language (no jargon)
- Optional call or walkthrough
The key move: Show a sample report during sales.
How to Talk About Budget
Never lead with price — lead with value.
- Cheaper than hiring in-house
- Beats one-time ad spend
- Builds a long-term asset
The key move: Offer a tiered entry point.