These slides were presented at the Semrush webinar "Agency Growth: How to Scale From 10 to 50 Clients". Video replay and transcript are available at https://www.semrush.com/webinars/agency-growth-how-to-scale-from-10-to-50-clients/

1. Position
(Focused on solving a
pain point for a specific client)
Process
(Productized service that delivers
desired result for clients)
Demand
(Communicate your ability to
solve a problem for prospects)
People
$0 -
20k
$20k -
50k
$50k -
500k

3. POSITIONING
Uniquely qualifying your agency’s value in the market.
$0 -
20k

4. Clear position = reduced friction
● Operations are easier - reduces costs
and redundancies (six sigma)
● Hiring - reduces amount of roles, highly
specialized (single focused) workforce
● Acquisition - makes getting new clients
easier, targeting your marketing
campaigns, track record with their peers,
less competition, outside acquisition
● Reduces PIA - truly allows you to pull
yourself out of the business and focus
on ‘big rocks’
● Stand out - clearly defines who you are
and the value you offer clients
● Establishes authority - become the go
to source for the market
(kindlepreneur)

5. This is the right choice
● “I don’t want to give up current customers”
● “I don’t want to turn away potential
customers”
● “I don’t want to get stuck in a position that I
can’t get out of”
● If you’re not in a position to help them, they
shouldn't be a customer
● Build a referral network for prospects
outside of your scope
● “X Agency makes millions and they don’t
specialize, why should I?”

6. 4 WAYS TO POSITION YOUR AGENCY

7. The positioning strategies
● Industry - B2B, SaaS, ecommerce, local, etc
Ex: InFlow - https://www.goinflow.com/
● Niche industry - coffee shops, crossfit gyms, lawyers, home supply
stores (ecom), etc.
Ex: Rankings.io - https://rankings.io
● Specialized service - Content marketing, link building, international SEO
Ex: MHC - https://www.mariehaynes.com/
● Productized service - Sprints, Tripwire (Website Quality Audit), DWY
> DFY, Service as a Software (Design Pickle)
Ex: https://casestudybuddy.com

8. Industry
Niche industry
Specialized
service
Prod
Service
There’s overlap, look deeper

9. https://adoutreach.com
Prod
Service
Niche
industry
Specialized
service

10. https://www.rankings.io
Niche
industry
Specialized
service

11. https://siegemedia.com
Specialized
service

12. https://webris.org/
Industry
Prod
Service

13. BUILDING YOUR OFFER
Communicating your positioning to the market.

14. WTF offer?
● Once you’ve defined your position, now it’s time to build your offer
● Don’t confuse a marketing offer with your business offer...
● An offer is how you communicate your positioning / value to the market. It
aims at to capture how we will problems and pain points of our target
customer
● Marketing offer (aka front end offer) = an ebook, webinar, checklist,
template, etc
● Business offer (aka bank end offer) = We help software companies
increase signups from Google using SEO sprints.

15. WTF offer?
● Your offer is NOT….
● WHAT you’re doing for them (SEO, PPC, design, etc)
● WHAT they’re getting (number of articles, number of ads, etc)
● WHAT you’re charging
● Your offer IS….
● The OUTPUT or RESULT of BENEFITS from working with you (how will they feel)
● Don’t confuse FEATURES with OUTPUTS

16. Crafting an offer...
Pain Point Happy Client
6FM
Pick a
niche
Productize
service
Steady
leads
Roadblocks / what you need to do

17. Breaking down an offer
“We help SEO agencies scale past $1m through
our proven growth framework.
Who is it for?
What do they want?
How do they get it?

18. Breaking down an offer
“We help personal injury attorneys get
new client cases by ranking them 1st in Google”
Who is it for?
What do they want?
How do they get it?

19. PRODUCTIZING YOUR SERVICE
$20 -
50k

20. Elements of a productized service
● Standardized everything….
● Pricing
● Team
● Training
● Proposals
● Tools / automation
● Sales

21. The SEO “Sprint” model

22. Capturing multiple points in the market
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
1 $6k
2 $6k $6k $6k $6k
3 $5k $5k $5k $5k $5k
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
1 $3k
2 $3k $3k
3 $1k $1k

23. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
$4k $4k $4k $4k $4k $4k $4k $4k $4k $4k $4k $4k
● Monthly retainer = $4k
● Yearly revenue = $48k
● Quarterly revenue = $12k
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
$5k $6k $5k
● Project total = $16k
● Yearly revenue = $16k
● Quarterly revenue = $16k
● Need for constant monthly work / resource allocation
● Dealing with client headaches
● Issues with collections / late payments
● Work is easy to plan and deliver
● Potential for more revenue down the line
● More cash collected in shorter period of time

24. MARKETING
$50 -
500k

25. It’s simpler than you think...
PROM
OTIONAL
CREATE STUFF
THAT RESONATES
WITH YOUR
PROSPECT
PROMOTE THE
F@&# OUT OF IT
WHERE YOUR
PROSPECTS HANG
OUT

26. Breaking down “content”...
TOP FUNNEL
CONTENT
MID FUNNEL
BOTTOM FUNNEL
VALUE
OFFER
PROOF
CONTENT
CONTENT CONTENT
PROMO

27. Stop doing KW research!
● Instead, focus on solving their problems
(Jobs-to-be-done framework) using your
offer framework
How to solve your client’s problem (MICRO)
Client case studies (how we helped X do Y)
Useful templates to solve problems
How to solve roadblocks of your client’s problem
High level (interesting) roundups
● You’re the expert who can solve their
problems. Use content to showcase that
and attract prospects to your business
STUFF THAT
RESONATES
● STOP using keywords to generate
content ideas!!!!
VALUE
PROOF
VALUE
OFFER
PROOF
TOPICS TO COVER

28. Pain
Point
Happy
client
MQLs
Conversion
focused
website
Problem
solving
content
Content
distribution
1. How to solve your client’s problem (micro) 4. Client case studies (how we helped X do Y)
3. Useful templates to solve problems
2. How to solve roadblocks of your client’s problem
5. High level (interesting) roundups
3 Website Changes That Will 3x Leads
The 5 Page Website
The B2B Content Strategy
Content Distribution Tactics for B2B Companies
Steal Our Content Planning Template
Steal our MQLs Dashboard
Increasing Leads From 13 to 200 Per Month
How We Helped Acme Co Double Leads in 6 Months
5 Link Building Strategies for SaaS Websites
7 Tips to Hire a Freelance Writer
STUFF THAT
RESONATES

29. Pain
Point
Happy
client
6FM
Positioning Productize Marketing
1. How to solve your client’s problem (micro) 4. Client case studies (how we helped X do Y)
3. Useful templates to solve problems
2. How to solve roadblocks of your client’s problem
5. High level (interesting) roundups
How to go from $50k to $100k/mo
with the BT3 framework
Should you select a niche for your agency?
How “productizing” our agency tripled leads
The BEST agency lead gen tactic in 2021
Project plan template
SEO proposal template
Increasing leads from 13 to 200 per month
5 profitable niches for agencies
STUFF THAT
RESONATES

30. Pain Point Happy client
6FM
Positioning Productize Marketing
POSITIONING PRODUCTIZATION MARKETING
STUFF THAT
RESONATES

31. If HubSpot met GaryVee...
POSITIONING PRODUCTIZATION MARKETING
Blog
Complete Guide
Blog
How XYZ grew
150% by
repositioning
Blog
How to craft
and offer
Blog
10 reasons to
niche down
Podcast
Complete Guide
Podcast
Positioning
interview
Video
Complete Guide
Video
How XYZ grew
150% by
repositioning
Video
How to craft
and offer
Video
10 reasons to
niche down
Twitter
Complete Guide
Tweetstorm
LinkedIn
Complete Guide
Long Post

32. Breaking down “promotion”...
OWNED
CONTENT EARNED
PAID
SOCIAL
COMMUNITY*
SEARCH
MENTIONS
FACEBOOK ADS
PROMO