Start an SMMA From Scratch: Step-by-Step
How to Establish an SMMA from Scratch (A Friendly Guide)
Thinking about starting a social media marketing agency (SMMA) but don’t know where to begin? I get it — it feels overwhelming at first. I started with zero clients and a laptop, and I’ll walk you through the practical, step-by-step process I wish I’d had back then. No fluff, just real advice you can use this week.
What is an SMMA and who should start one?
An SMMA helps businesses build their brand, attract customers, and drive sales through social platforms like Instagram, Facebook, TikTok, and LinkedIn. If you enjoy marketing, love creative strategy, and want recurring income without a storefront, this could be a great fit.
Step 1 — Nail your niche and service offer
Pick a niche you understand or can learn quickly — local restaurants, chiropractors, e-commerce fashion, or real estate are common starters. Specializing makes your outreach easier and your results more repeatable.
Decide your core services (e.g., content creation, paid ads, community management, analytics) and package them into clear offers: Starter (organic posts + basic reporting), Growth (ads + monthly creative), and Scale (full funnel + analytics).
Quick tip:
Be specific. “Social media for dental clinics” beats “social media for everyone.” Specificity makes your messaging sharper and builds trust faster.
Step 2 — Learn the tools and run practice campaigns
You don’t need every certification, but get comfortable with:
- Ad platforms like Google Ads and Facebook/Meta Ads
- Scheduling and design tools like Canva and Buffer
- Analytics — Google Analytics and basic social insights
Run a low-cost test campaign on a friend’s business, your own mock account, or a micro-client. Small wins and case studies will become your best sales tool.
Step 3 — Build social proof and simple case studies
At first, offer a discounted pilot or work with a single client for a month. Track metrics (engagement, leads, cost per lead) and present results in a simple report. Your first case study can be one page: challenge, approach, results, testimonial.
Personal note:
I landed my first paid client by fixing one metric — their Facebook ad click-through rate — and presenting a 2-week plan. It was specific, small, and measurable. They signed on for three months after seeing a real improvement.
Step 4 — Pricing models that actually win deals
Common pricing structures:
- Monthly retainer (most common) — predictable for both sides
- Project-based — good for one-off launches
- Performance-based — higher risk, higher reward
Start with a simple retainer: set a minimum fee that’s worth your time and a package scope. You can increase prices as your results and case studies grow.
Step 5 — Sales: outreach, proposals, and closing
Outreach methods that work:
- Cold email with a short audit — show one thing they can fix immediately
- LinkedIn outreach with value-first messages
- Referrals from your network
Create a short proposal template — problem, solution, scope, timeline, and price. Keep it conversational. Close by asking for a small, low-risk next step, like a 30-minute strategy call.
Helpful resource:
For learning sales scripts and outreach techniques, check helpful marketing articles like those on HubSpot Blog to sharpen your pitch and follow-up process.
Step 6 — Systems and onboarding
Once you have clients, you’ll need repeatable systems:
- An onboarding checklist (access to accounts, brand guidelines, goals)
- A content calendar and approval workflow
- Monthly reporting templates
Use simple project management tools (Trello, Asana, or Notion) and keep communication organized. Clients love consistency more than complexity.
Step 7 — Scale smartly
When you have steady revenue, hire freelancers or a junior manager to handle content or ad setup. Outsource what you’re not good at so you can focus on strategy and sales. Track profitability per client so you know which ones to replicate and which to drop.
Scaling checklist:
- Document your processes
- Set KPIs for new hires
- Invest in reliable reporting tools
Legal & practical essentials
Don’t skip contracts. Use a basic client agreement that covers scope, payment terms, ownership of content, and early termination. Get business insurance if you plan to grow and register your business properly for taxes.
Final thoughts — start small, iterate fast
Starting an SMMA from scratch is less about perfection and more about momentum. Do a few things well, show measurable results, and double down on what works. If you want to advertise client services, consider learning paid ads through the official platforms like Facebook Business — it’s where a lot of clients still spend their budgets.
Ready to take the first step? Pick a niche, run one test campaign this week, and create your first one-page case study. Small, consistent action beats waiting for the perfect plan.
