How to Launch a Productized Service at Your Agency

At Salt Marketing, we were always laser-focused on delivering exceptional client results. But as we grew, a recurring pattern began to emerge: We solved every challenge and seized every opportunity that came our way, often at the expense of our own team's bandwidth. 

Whether it was developing a new website, helping clients with their brand strategy, or refining their messaging, we were throwing in “little things” like a logo or an email signature for free—all in the name of achieving the best possible outcomes for our clients.

Our "whatever it takes" approach felt right but became unsustainable as our client base expanded. 

We constantly juggled different tasks, shifting from SEO campaigns to full design services, web development, and content creation for the same client. The variety of disparate activities was overwhelming, and much of our work went unbilled. Our dedication to client success had a downside: it required the Salt team to work more hours, stretching our resources too thin and leaving significant revenue on the table.

It was clear that the traditional marketing agency model, where everything is customized and flexible, was broken. We needed a more scalable approach—something standardized yet powerful enough to deliver the same results we pride ourselves on. That's when we started thinking about the concept of a productized service.

Today, I’d like to share a bit about our process of launching a productized service, along with some tips that your agency can use to launch your own.

What is a Productized Service?

Productized services are packaged agency offerings in a repeatable, scalable product solution. Instead of creating a custom strategy for each client, in a productized service example the agency designs a structured, well-defined service that can be delivered consistently across multiple clients. 

The critical difference between traditional custom services and productized services lies in the level of customization. With custom services, agencies tend to create unique solutions for every client, which requires a significant amount of time, resources, and management for each project. 

On the other hand, productized consulting services streamline the process by defining clear deliverables, timelines, and pricing. This clarity allows agencies to work more efficiently, minimize scope creep, and scale the business without overburdening the team.

For example, a productized service could be an SEO package where specific tasks like keyword research, on-page optimization, and monthly reporting are bundled together at a fixed price. Similarly, a social media management bundle could be offered as a monthly subscription service that includes a set number of posts, account monitoring, and engagement strategies, all offered at a set rate.

The Benefits of a Productized Solution

If you're looking to scale your agency more efficiently, productized services could be the key to unlocking greater operational success. 

According to HubSpot, 75% of agencies offering productized services report improved operational efficiency, and 60% see faster scaling compared to custom services. 

The predictability of these packages also drives higher profit margins—up to 30-40% more, while reducing the scope creep and pricing inconsistencies that often plague custom projects. 

Additionally, productized services offer clearly defined packages, simplifying client onboarding and setting clearer expectations from the beginning.

Finally, by offering transparent pricing and deliverables, agencies using productized services could reduce their sales cycle by 33%. These tangible benefits make exploring productized solutions a strategic move for any agency owner.

Why Should Agencies Consider A Productized Service Business Model?

Launching a productized service is a game-changer for agencies looking to streamline their operations, increase profitability, and provide consistent value to clients. By adopting a productized service model, agencies shift away from the constant unpredictability of custom solutions and one-time services and embrace a more structured, scalable business model.

The primary benefits of productization are:

• Increased efficiency.

• Predictable pricing.

• Scalability.

• Eliminates the variability of handling every client's unique demands.

• Makes it easier to optimize your internal processes, manage resources effectively, and create a repeatable delivery system.

• Improves cash flow, making it easier to plan your agency's finances.

For example, at Salt Marketing, we used productization to transform the services we were already providing into our Growth Accelerator - a recurring service model for health and wellness practitioners, whether virtual or brick-and-mortar (more on this later). 

By packaging services like lead generation, content marketing, and automated reporting, we served many business owners in the health and wellness industry with consistent, high-quality results. Our productized approach meant we no longer needed to tailor solutions for each client, allowing us to onboard more new clients quickly and efficiently.

Moreover, productization enabled us to enhance customer satisfaction by offering a transparent, structured process that meets clients' ongoing needs without scope creep or additional costs. 

This model has grown our client base and significantly increased profitability, as we've been able to scale without overburdening potential customers or our team. As service providers, transitioning to a productized service space allows agencies to attract ideal customers, serve more clients with less variability, and grow sustainably.

How To Create Your Productized Service

You're ready to take your agency to the next level by launching a productized service. Fantastic! But how do you get started? 

Productizing isn't just about slapping a price tag on what you already offer; it's about creating a repeatable, scalable system that delivers value to you and your clients. Here's a step-by-step breakdown to help you get there.

Step 1: Identify Repeatable Services in High Demand

First things first—look at what services you're already offering that potential clients are repeatedly asking for. Chances are, a few golden nuggets could easily be turned into a productized package. 

Whether it's SEO audits, content creation, or social media management, start by identifying the tasks in high demand and relatively consistent execution.

These repeatable services are your ticket to creating a systemized process that your ideal client can scale. At Salt Marketing, we realized that every health and wellness client needed website optimization, inbound marketing, and automated CRM solutions. Instead of reinventing the wheel every time, we streamlined these services into our Growth Accelerator package.

Step 2: Standardize the Deliverables and Process

Now that you've identified those high-demand services, it's time to standardize. Create a consistent process with clear, defined deliverables. What exactly will your clients get from you, and in what timeframe? Standardization is crucial because it helps you maintain quality control while scaling your services.

For example, as part of our Growth Accelerator program, each client knows they'll get a StoryBrand messaging overhaul, a custom WordPress site, and an automated CRM setup. There's no ambiguity—it's all laid out. This consistency not only boosts customer satisfaction but also makes your client's team more efficient.

Step 3: Set Clear Pricing Tiers Based on Service Complexity

Next, when it comes to your pricing structure, make sure the investment is as clear and predictable as your deliverables. This could mean creating pricing tiers based on service complexity. Maybe you offer your software as a service, basic, mid-tier, and premium packages, each with varying levels of support and features.

At Salt Marketing, we structured our Growth Accelerator pricing to reflect the value each client receives. From the comprehensive SEO package to unlimited services to fully automated reporting, clients get the deliverables they pay for to achieve the goals you've determined together. There are no surprises or hidden costs—just transparent pricing for high-quality work.

Step 4: Develop Internal Workflows and Systems

Here's where the magic happens: internal workflows. Once you've nailed down your services and pricing, you need to develop workflows to ensure your team can deliver these services efficiently. Document every step, automate as much as possible, and set up internal systems to ensure your team doesn't get bogged down with manual tasks.

For example, in our Growth Accelerator, we use predefined workflows for setting up CRM automations for ideal customers, running inbound marketing campaigns, and building client dashboards. This allows us to deliver consistently great results while keeping our team's sanity intact.

Step 5: Integrate AgencyAnalytics To Automate Reporting

Let's be real—manual reporting is a time-suck, and if you're productizing services, you need to streamline everything you can. This is where AgencyAnalytics comes in. Automating your reporting frees up time for your team and provides your clients with real-time data and insights, boosting trust and transparency.

Using AgencyAnalytics for our Growth Accelerator clients has been a game-changer at Salt Marketing. It provides a single dashboard for all marketing metrics, enabling us to deliver recurring services and high-quality reports without the headache of manual input. This level of automation allows us to scale efficiently and serve more clients without sacrificing quality.

Real-Life Example: Salt Marketing's Growth Accelerator

We've walked this path ourselves at Salt Marketing. Our Growth Accelerator package was born out of necessity. We saw the exact services our health and wellness clients repeatedly requested: lead generation, website optimization, and automated CRM setup. By following these steps, we turned those requests into a streamlined, scalable, productized service offering that's been instrumental in growing our business.

Growth Accelerator is a comprehensive 6-step marketing system for health and wellness practitioners. It begins with "Stand Out," where we create compelling, StoryBrand-certified messaging that positions our client’s practice to resonate with their ideal target audience. Next is "Attract," where we build high-converting, SEO-optimized WordPress websites integrated with Keap CRM for seamless lead generation. 

In "Convert," we implement inbound content strategies and SEO to enhance our clients’ authority and drive qualified leads. "Automate" focuses on streamlining the clients’ marketing, sales, and operations through Keap's CRM automation. The fifth element of our productized solution, "Measure," provides real-time analytics through custom dashboards and monthly reports, allowing data-driven decision-making. Finally, "Succeed" offers ongoing personalized support and strategy adjustments to ensure sustainable growth and success for healthcare practices.

This model allows us to package core services into a repeatable offering that is scalable across multiple clients, ensuring consistent, high-quality results without overextending the team. 

By integrating tools like AgencyAnalytics to streamline reporting and performance tracking, we enhanced our internal efficiency and improved client transparency and satisfaction. The Growth Accelerator has become critical to our business, helping us serve new clients and grow sustainably.

By identifying what worked, standardizing our processes, and leveraging tools like AgencyAnalytics, we not only grew our client base but also improved client satisfaction through predictable, high-quality deliverables.

Trust us—it feels good to run a well-oiled machine instead of scrambling to customize every solution.

Checklist: Tips for Making Your Productized Service a Success

• Communicate With Clients

  • Define deliverables, timelines, and pricing upfront.

  • Ensure clients know exactly what to expect.

• Leverage Automation Tools

  • Use platforms like AgencyAnalytics for real-time reporting.

  • Automate repetitive tasks to save time and increase efficiency.

• Gather and Act on Client Feedback

  • Regularly request feedback to identify areas for improvement.

  • Adjust the service based on client needs and market trends.

• Start Small, Scale Smart

  • Begin with a focused, manageable service.

  • Gradually expand offerings as you perfect the process.

• Stay Updated on Industry Trends

  • Integrate new tools or techniques relevant to your niche.

  • Adapt your service to maintain a competitive edge.

Examples of Productized Services in Marketing

Regarding productized services in marketing, there are plenty of well-known examples agencies can leverage to streamline their offerings. Here are a few:

• Monthly SEO Reports: Regular, data-driven insights that track keyword performance, site optimization, and rankings.

• Content Marketing Bundles: Predefined packages that include a set number of blog posts, social media updates, or email campaigns.

• PPC Management: A fixed set of services for running, optimizing, and reporting on paid ad campaigns.

At Salt Marketing, we built our Growth Accelerator as a productized service specifically designed to meet the needs of health and wellness practitioners. But what makes it repeatable and scalable is the structure we've put in place to measure and report progress month after month.

AgencyAnalytics ties everything together for us. It's not just a reporting solution; it's the ongoing reference point that drives our clients' visibility, performance improvements, and lead generation. By integrating AgencyAnalytics into our Growth Accelerator, we provide clients with monthly reports that break down three key things:

1. Where We've Been: A recap of what's been accomplished, including SEO improvements, lead generation metrics, and content performance.

2. What We've Achieved: Clear, data-backed results that demonstrate the value of our efforts in helping the client reach their goals, whether it's increased search rankings, higher traffic, or more leads.

3. Where We're Going: This is a roadmap for the next month outlining the areas we'll focus on improving or optimizing, ensuring clients always know what to expect moving forward.

This reporting process improves client visibility into client campaigns and allows us to adapt our strategies based on real-time data. With AgencyAnalytics, we maintain transparency and build long-term trust, keeping clients engaged and confident in the value we deliver. 

By productizing services like the Growth Accelerator and supporting it with data-driven tools, we've helped multiple clients reach new milestones and achieve sustainable growth.

Why We Chose AgencyAnalytics for Our Productized Offering

When we built our Growth Accelerator into a fully productized service provider, we knew we needed a robust, scalable solution to manage our reporting. That's why we chose AgencyAnalytics. 

Real-time reporting is critical to client satisfaction in an industry where clients demand transparency and results. Clients don't just want to know what you're doing—they want to see the impact and want that data at their fingertips.

AgencyAnalytics gives us precisely that. Instead of manually pulling data from multiple platforms (which can take hours), we use automated dashboards to deliver all the insights our clients need in one place. With over 80 marketing platform integrations, we track everything from Keap ecommerce performance to Google Analytics in a single, clean dashboard. This saves our team time and ensures we consistently deliver clear, comprehensive reports that show the value of our work.

We present clients with real-time data on their SEO performance, lead generation, and overall campaign impact. The ability to schedule automated reports—daily, weekly, or monthly—further streamlines our workflow, ensuring our clients are always in the loop without us needing to scramble to put together last-minute reports.

AgencyAnalytics has been instrumental in helping us scale by reducing manual effort. As we've grown, we've been able to onboard more clients without increasing the administrative burden on our team. This allows us to focus on what matters: driving results for our clients and growing their businesses, not spending hours in spreadsheets.

With custom user permissions, clients can check their performance anytime, ensuring full transparency and strengthening trust. AgencyAnalytics helps us "report smarter, not harder," which is essential when offering a productized service. It's helped us streamline operations, improve efficiency, and, most importantly, show our clients the ROI of partnering with Salt Marketing.

The Power of Productization

Productizing your services will transform how you run your agency, allowing you to scale efficiently while delivering consistent value to your clients. By packaging repeatable services into a structured, scalable business model, you serve more clients with fewer variables, all while boosting your team's productivity and optimizing your operations. 

With a productized service, you're not just streamlining processes—you’re creating a clear path for recurring revenue, improving your customer experience and satisfaction, and giving your clients a better understanding of the value you bring.

At Salt Marketing, our Growth Accelerator has been a great example of what happens when you productize your service offering. By clearly defining our deliverables, integrating powerful tools like AgencyAnalytics, and automating critical tasks, we've expanded our client base and delivered measurable results that keep our clients coming back. 

The beauty of a productized approach is that it reduces complexity for both you and your clients, allowing you to focus on what matters: growth and performance.

If you're an agency looking to scale and improve efficiency, now is the time to consider productization. It's a powerful way to simplify your operations, eliminate unnecessary manual work, and deliver better, more predictable results to your clients. Productization is more than just a strategy—it's a long-term solution for sustainable growth and profitability that sets your agency up for success.