Discover the must-use marketing strategies to build your book of business. You'll walk away knowing how to: - Focus your marketing efforts - Win more long-term clients - Use different strategies for each stage of the funnel

1. LIVE WEBINAR
© Copyright 2018 WordStream, Inc. All rights reserved.
The 7-Step
Formula For
Agency Growth

2. | Confidential 2
Your Partner in
Agency Growth
• Optimize every campaign from one place
• Manage, prioritize, and budget across your
portfolio
• Share success with your clients
• Create image and video ads at scale
• Pitch and win new business more efficiently
“WordStream opened up an entire new business opportunity
to me. Without it I wouldn't have the time or inclination to
sell PPC management services on a large scale. Now I can
offer AdWords, Facebook, and Bing ads as an intro or add-on
service for my clients, without needing additional resources.
WordStream changed my business.”
- Jim Odom, Echo Creative Marketing

3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

4. 4@allenthomasfinnQuestion? Just ask:
• Former account manager & content guy at WordStream
• Currently Senior Product Marketing Specialist (also at
WordStream)
• NH native
• Rabid Boston sports fan
I’m Allen
Allen Finn

5. 5@allenthomasfinnQuestion? Just ask:

6. 6@allenthomasfinnQuestion? Just ask:

7. 7@allenthomasfinnQuestion? Just ask:

8. 8@allenthomasfinnQuestion? Just ask:

9. 9@allenthomasfinnQuestion? Just ask:
Where the leads at?

10. 10@allenthomasfinnQuestion? Just ask:

11. 11| Confidential
The Problems With
Scattershot Prospecting

12. 12@allenthomasfinnQuestion? Just ask:
#1: Different Kinds
of Clients
SaaS
Lead Gen
SaaS
eCommerce
Nonprofit
Brick n’
Mortar

13. 13@allenthomasfinnQuestion? Just ask:
= Different Strategies

14. 14@allenthomasfinnQuestion? Just ask:

15. 15@allenthomasfinnQuestion? Just ask:
#2: An Expert
Trumps a Jack of All Trades

16. 16@allenthomasfinnQuestion? Just ask:
#3: Pitching New Business
Is a Job Unto Itself…

17. 17@allenthomasfinnQuestion? Just ask:
Unless You Can Streamline the Process

18. 18| | @allenthomasfinn
So, Uhhhh, What Should
You do Instead?

19. 19@allenthomasfinnQuestion? Just ask:
In a Word…
Verticalize

20. 20@allenthomasfinnQuestion? Just ask:
The Benefits of a Verticalized Agency
Scalability
Rapid Reputation-Building
Offer More Services
Applicable Testimonials (for Days)
Fewer Competitors

21. 21@allenthomasfinnQuestion? Just ask:
Scalability

22. 22@allenthomasfinnQuestion? Just ask:
Rapid Reputation Building

23. 23@allenthomasfinnQuestion? Just ask:
Offer More Services
(Without spreading
yourself too thin)

24. 24@allenthomasfinnQuestion? Just ask:
Applicable
Testimonials

25. 25@allenthomasfinnQuestion? Just ask:
Fewer Competitors

26. 26| Confidential
“Okay, okay. Decent points, guy.
But what does verticalizing an
agency actually look like?!”

27. 27| @allenthomasfinn
#1: Do your
initial research

28. 28@allenthomasfinnQuestion? Just ask:

29. 29@allenthomasfinnQuestion? Just ask:

30. 30@allenthomasfinnQuestion? Just ask:

31. 31@allenthomasfinnQuestion? Just ask:

32. 32| @allenthomasfinn
#2: Go deep on your
target vertical

33. 33@allenthomasfinnQuestion? Just ask:
56,386 nail salons. 21,770 spas.
78,156 prospective clients
in the United States ALONE
(AVG Annual Value of Customer -- $450)

34. 34@allenthomasfinnQuestion? Just ask:
Learn the Niche’s Idiosyncrasies

35. | Confidential 35
Spa and Nail Salons
• CPC Search – $1.45
• CPC Display - $0.43
• CTR Search – 3.5%
• CTR Display -- .67%
• Conversion Rate Search – 5.1%
• Conversion Rate Display -- .58%
• CPA Search – $33.50
• CPA Display -- $86.50

36. 36| @allenthomasfinn
#3: Develop a strategy
that works (and scales)

37. 37@allenthomasfinnQuestion? Just ask:
What do conversions look like? How much are they
worth?

38. 38@allenthomasfinnQuestion? Just ask:
ToFu- GDN

39. 39@allenthomasfinnQuestion? Just ask:
ToFu- Facebook & Instagram

40. 40@allenthomasfinnQuestion? Just ask:
MoFu – Facebook & Instagram

41. 41@allenthomasfinnQuestion? Just ask:
$$$

42. 42@allenthomasfinnQuestion? Just ask:

43. 43| @allenthomasfinn
#4: Prospect with purpose

44. 44@allenthomasfinnQuestion? Just ask:

45. 45@allenthomasfinnQuestion? Just ask:
Good ol’ Fashion

46. 46| @allenthomasfinn
#5: Audit & pitch
(shameless plug alert)

47. 47@allenthomasfinnQuestion? Just ask:

48. 48@allenthomasfinnQuestion? Just ask:

49. 49| Confidential
NOW DO WHAT YOU DO!

50. 50| @allenthomasfinn
#6: Highlight (and
leverage) your successes

51. 51@allenthomasfinnQuestion? Just ask:
Case Studies (INVESTMENT)
One Vertical. One Case Study.

52. 52@allenthomasfinnQuestion? Just ask:

53. 53@allenthomasfinnQuestion? Just ask:
Get Out There, Man

54. 54| @allenthomasfinn
#7: Grow forth and
conquer

55. 55@allenthomasfinnQuestion? Just ask:
Duping accounts
Opps.

56. 56| Confidential
Let’s Wrap It Up

57. 57@allenthomasfinnQuestion? Just ask:
7-Steps to Verticalizing Your Agency
Research
Go deep
Develop a strategy that scales
Prospect with a purpose
Audit & pitch
Highlight & share your success
Grow

58. © Copyright 2018 WordStream, Inc. All rights reserved.
Thank you!
Allen Finn
Senior Product Marketing
Specialist
afinn@wordstream.com