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Ryan Stewart - Agency Growth: How to Scale From 10 to 50 Clients

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Ryan Stewart - Agency Growth: How to Scale From 10 to 50 Clients

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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/

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/

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Ryan Stewart - Agency Growth: How to Scale From 10 to 50 Clients

  1. 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
  2. 2. POSITIONING Uniquely qualifying your agency’s value in the market. $0 - 20k
  3. 3. 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)
  4. 4. 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?”
  5. 5. 4 WAYS TO POSITION YOUR AGENCY
  6. 6. 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
  7. 7. Industry Niche industry Specialized service Prod Service There’s overlap, look deeper
  8. 8. https://adoutreach.com Prod Service Niche industry Specialized service
  9. 9. https://www.rankings.io Niche industry Specialized service
  10. 10. https://siegemedia.com Specialized service
  11. 11. https://webris.org/ Industry Prod Service
  12. 12. BUILDING YOUR OFFER Communicating your positioning to the market.
  13. 13. 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.
  14. 14. 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
  15. 15. Crafting an offer... Pain Point Happy Client 6FM Pick a niche Productize service Steady leads Roadblocks / what you need to do
  16. 16. 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?
  17. 17. 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?
  18. 18. PRODUCTIZING YOUR SERVICE $20 - 50k
  19. 19. Elements of a productized service ● Standardized everything…. ● Pricing ● Team ● Training ● Proposals ● Tools / automation ● Sales
  20. 20. The SEO “Sprint” model
  21. 21. 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
  22. 22. 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
  23. 23. MARKETING $50 - 500k
  24. 24. 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
  25. 25. Breaking down “content”... TOP FUNNEL CONTENT MID FUNNEL BOTTOM FUNNEL VALUE OFFER PROOF CONTENT CONTENT CONTENT PROMO
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Pain Point Happy client 6FM Positioning Productize Marketing POSITIONING PRODUCTIZATION MARKETING STUFF THAT RESONATES
  30. 30. 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
  31. 31. Breaking down “promotion”... OWNED CONTENT EARNED PAID SOCIAL COMMUNITY* SEARCH MENTIONS FACEBOOK ADS PROMO

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