Featuring a client who puts this practice to use, we dive into the WordStream Way for marketing your agency. Verticalization. Find an industry with potential, become an expert in the field, and grow your business! Watch this recording to know how to: - Use different strategies across each stage of the sales funnel - Scale your approach across clients - Create data-backed proposals with WordStream Advisor

1. LIVE WEBINAR
© Copyright 2019 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

4. 4
• 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
• WordStream client since July 2018
• Digital Advertising Specialist at Golden
Proportions Marketing
• Married with 3 kids (all girls!)
• Rapid Pittsburgh sports fan
I’m Jeff
Jeff Sebasovich

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Jeff’s Story

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The Problems With
Scattershot Prospecting

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#1: Different Kinds
of Clients
SaaS
Lead Gen
SaaS
eCommerce
Nonprofit
Brick n’
Mortar

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= Different Strategies

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And That Just Doesn’t
Scale Well!

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#2: An Expert
Trumps a Jack of All
Trades

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#3: Pitching New Business
Is a Job Unto Itself…

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So, What Should You Do
Instead?

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In a
Word…
Verticalize

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The Benefits of a Verticalized Agency
1
Scalability
2
Industry Expertise
3
Offer More Services
4
Tons of Applicable Testimonials
5
Fewer Competitors

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Scalability

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Industry Expertise
[Rapid Reputation Building]

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Offer More Services
(Without spreading
yourself too thin)

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Applicable
Testimonials

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Fewer Competitors

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“Okay, okay. Decent points, but
what does verticalizing an
agency actually entail?!”

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#1: Do your
initial research

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#2: Go deep on your
target vertical

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In 2015 there were 195, 722 Dentists
in the United States ALONE
The projected growth rate from 2015 – 2035 = 8%
(AVG Annual Value of Patient -- $800)

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Learn the Niche’s Idiosyncrasies

33. | Confidential 33
Dentists
• CPC Search – $4.29
• CPC Display - $1.39
• CTR Search – 3.27% (Health Industry avg)
• CTR Display -- .59% (Health Industry avg)
• Conversion Rate Search – 3.64%
• Conversion Rate Display - .74%
• CPA Search – $153.50
• CPA Display -- $88.45

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#3: Develop a strategy
that works (and scales)

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What do conversions look like?
How much are they worth?

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ToFu- GDN

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ToFu- Facebook & Instagram

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MoFu – Facebook & Instagram

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$$$

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#4: Prospect with purpose

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Good ol’ Fashion

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#5: Audit & pitch
(shameless plug alert)

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NOW DO WHAT YOU
DO!

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#6: Highlight (and
leverage) your successes

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Case Studies
One Vertical. One Case Study.

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Get Out There, Man

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#7: Grow forth and
conquer

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Duping accounts
Opportunities

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Let’s Wrap It Up

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7-Steps to Verticalizing Your Agency
1
Research
2
Go deep
3
Develop a strategy that scales
4
Prospect with a purpose
5
Audit & pitch
6
Highlight & share your success
7
Grow

55. © Copyright 2019 WordStream, Inc. All rights reserved.
Thank you!
Jeff Sebasovich
Golden Proportions Marketing
Allen Finn
Senior Product Marketing Specialist
afinn@wordstream.com