Setting Goals and Expectations

Building an SMMA is exciting, but without clear goals, it’s easy to lose focus. Setting the right goals will keep you motivated, help you track your progress, and ensure you’re moving toward success.

In this chapter, we’ll cover how to set realistic income projections, track success using key performance metrics (KPIs), and balance agency growth with quality service. We’ll also discuss common financial mistakes to avoid and how to scale your agency sustainably.

Let’s break down how to set goals that will drive long-term success for your SMMA.

Key Points

• Realistic income projections help you plan and grow strategically:
  • Common revenue ranges:
  • Small agency: $3,000–$10,000/month
  • Medium agency: $15,000–$50,000/month
  • Large agency: Six-figure or seven-figure earnings
• Avoid financial mistakes like underpricing services and failing to budget for expenses;
• Track key performance metrics (KPIs) such as client retention, campaign ROI, engagement rates, and lead generation;
• Set a mix of short-term (landing first clients, building a portfolio) and long-term goals (scaling operations, expanding services);
• Growth should not come at the expense of quality service—focus on building systems, delegating tasks, and maintaining client satisfaction.