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Working with larger accounts involves so much more than scale. Expertise, experience, and infrastructure play crucial roles in navigating and managing Enterprise-level accounts.  Managing ad campaigns at this enterprise-level scale requires a whole different approach compared to handling businesses at the local level. The importance of these Key Accounts to the Agency cannot go understated and should be treated and prioritized as such.  Here are a few tips we’d like to share with you to help manage these large dollar accounts so that they not only thrive but grow! The Importance of Enterprise-Level Management Managing enterprise-level accounts involves high stakes and a thin margin for error. These key accounts require a precise, expert, and strategically foresighted approach.  The complexity of these accounts extends beyond the increased budget to include intensified scrutiny and expectations. Recognizing their critical importance is the first step in enhancing your management strategy. These are not just clients; they are pivotal partners whose success is directly tied to your agency’s reputation and growth. Elite Account Onboarding: Starting off strong This crucial phase sets the foundation for tailored strategy development and ongoing success: Thoroughly research everything about the client Conduct internal team orientations to brief your team on the client’s importance as a key account and outline their responsibilities. Understand what has and hasn't worked in the past to consistently deliver appreciated value. Ensure your most experienced team members manage these accounts, not someone new, due to the complexities involved. Leverage platform partners for planning help; these platforms provide vertical-specific data and performance metrics. Use every tool available to refine your strategy with data-driven precision. Elite Performance: Upgrading the Account and Setting Clear Success Metrics Set clear expectations with the client relative to the opportunity, not just the existing budget. Ensure alignment on performance measurements of success Ensure your GTM tracking is precise, focusing on meaningful transparent metrics rather than vanity metrics. This will help eliminate scope creep (continue reading for how to mitigate scope creep!). Implement quality control processes, such as having another set of eyes on campaign changes and setups, to prevent issues and optimize setup. Spend more time on the account, go beyond platform optimizations, and look into CRO (Conversion Rate Optimization) and creative messaging data. Most importantly, have fun and test! these accounts spend quickly and the amount of data you have at your disposal is awesome. With more resources at your disposal, the opportunity to test and optimize your campaigns is tremendous. Experiment with different strategies, leverage the abundance of data and continually refine your approach. This not only enhances performance but also provides deeper insights into what resonates with your audience. (Important Note: Just please make sure you are constantly communicating what you plan to test. Clients hate surprises and will appreciate that you're communicating proactively.) Speaking of communication... Elite Communication: Scaling Communication with High-Value Clients Clients with larger budgets expect and deserve superior service levels. Implement a communication strategy that includes: Regular updates, comprehensive account analyses, and strategic consultations to build trust and foster a collaborative relationship. Transparent tracking linked back to campaign goals to address scope creep and prevent irrelevant activities that waste billable hours. Create a particular and transparent Tiered system of support deliverables that provides effective and efficient communication of your performance output that you can manage profitably.   Case Study: A Model of Success Consider the story of Conduit Partner Agency, which escalated a client's budget from $65,000/month to $1 million per month in one year through elite strategic performance and communication. Conduit increased monthly purchases by 1,590% while reducing the Cost Per Purchase by 70%. Conduit armed our Agency Partner with performance-driven Account insights and analysis, deep dives backed by our real-time data, and Strategically aligned Account Calls leading to constant momentum and opportunity.  Conclusion Scaling ad spend management for enterprise-level clients is an art that blends strategic intelligence with operational excellence. This transition requires not just a tactical shift but also a growth-oriented mindset. Confidence builds with experience, supported by a foundation of comprehensive understanding, expert execution, and dynamic client engagement.  Don’t be afraid to reach out if you find that managing these “Whale” Clients are becoming too much of a challenge. Conduit’s superpowers are managing large multi-channel campaigns and have built up our confidence from experience. We also offer expert-managed services that you do not currently offer in-house, saving you the headache of crash-coursing new digital disciplines that you may not realistically have time to learn. By partnering with Conduit Digital, you’ll be able to free up more time and resources for other important tasks related to servicing the “Whale”. Plus, you can rest assured knowing that the client is in good hands! At Conduit Digital, we promise to reduce the risk o f streamlining, upgrading & scaling your clients so you can become the best digital agency in your market.  To discover how you can unlock the power of 20+ digital channels through one single partnership,   Schedule Your Free Discovery Call Today !

The focus for any Agency Leader will always be on operational excellence. Operational excellence allows Sales Driven Agency Leaders to sell with confidence and grow their agency without churn. Mastering your operations and refining your processes are key to delivering exceptional results for your clients and boosting your agency's profitability. If profitability is your priority, you won't want to miss this! Our CEO, Tim Burke, joined Marcel Petipas, CEO of Parakeeto, on the Agency Profit Podcast. They discussed Conduit Digital’s journey and Tim’s insights on why true agency profitability stems from delivering real value, not just competing on price. They also explored the power of strategic partnerships and leveraging top-notch expertise.   Tune in to the full episode and discover how to drive profitability for your agency. Ready to take the next step? Reach out to us today!

Many agencies frequently encounter scenarios where the demand from clients exceeds their available resources. Being over-bandwidth presents a significant challenge: ensuring client satisfaction without stretching the team too thin. Identifying signs of resource strain early is critical. Symptoms like missing deadlines, communication gaps, and a decrease in team morale are clear indicators. Addressing these issues promptly is essential to prevent any negative impact on service quality and client relationships. Achieving scalability at your agency is a two-sided coin. On one side, developing new business consistently contributes to your growth and profitability. At the same time, this cannot be done sustainably unless you’re able to successfully retain the clients you already have. If you find yourself in a situation where you’re adding more clients at the expense of serving your current clients, this is where client retention is threatened. Thankfully, there are some steps you can take to mitigate the impact on your current clients while you’re landing new ones. Are you struggling with maintaining a healthy client-agency relationship when you’re over bandwidth? If so, this guide is for you. Today, we’re going to talk about just that. First, let’s start with something you can immediately control - prioritization and delegation of tasks. Effective Prioritization and Delegation The cornerstone of managing an over-bandwidth situation is prioritization. It’s vital to assess the urgency and importance of tasks and distribute them accordingly. This prioritization ensures that the most critical tasks are addressed first, safeguarding client satisfaction and project timelines. Equally important is delegation. Utilizing the strengths of each team member optimizes efficiency. It’s not just about completing tasks, but also about ensuring they are handled by the most capable hands. This maximizes productivity and prevents team burnout by evenly distributing the workload. To effectively prioritize tasks, agency leaders should implement a system that categorizes tasks based on urgency and impact. One method is the Eisenhower Matrix, which divides tasks into four quadrants. This system helps in quickly identifying which tasks require immediate attention and which can be scheduled for later. The quadrants include: Urgent and important: These tasks are vital to your agency. If ignored, they could result in negative consequences that are immediately felt. Important but not urgent: These are tasks that can perhaps be postponed by a week or two, but eventually, they may become more urgent if left until the last minute. Urgent but not important Neither urgent nor important In terms of delegation, it’s crucial to have a clear understanding of each team member’s skills and strengths. Regular skill assessments and open communication about team members’ interests and career goals can provide insight into who is best suited for various tasks. Additionally, implementing a project management tool can aid in visually assigning and tracking tasks, ensuring that everyone is aware of their responsibilities and deadlines. For effective delegation, leaders should also provide the necessary resources and support for team members to complete their tasks. This includes clear instructions, access to required tools, and an open-door policy for any questions or concerns. Regular check-ins can help track progress and provide support wherever it’s needed. Enhancing Efficiency through Technology Technology can be a powerful ally in managing workloads. Automation tools and project management software streamline tasks, reducing manual effort and freeing up time for high-priority work. These tools also enhance accuracy and consistency in deliverables, a key factor in maintaining client trust and satisfaction. However, when tasks are left in the hands of automation software and artificial intelligence models, having quality assurance process in place is critical. Quality can vary, and if you are in a cycle of cutting and pasting this work into client deliverables without checks and balances, this could potentially leave your agency open to client dissatisfaction. Learn More: How to Integrate AI Marketing Tools Into Agency Services Transparent and Consistent Communication Open communication channels with clients are vital. Setting realistic expectations is a must, as is keeping clients regularly updated on project progress. Regular client interactions, even for small updates, assure clients of your agency’s commitment to their project. This proactive communication approach can preempt concerns and build a stronger client-agency relationship. Strategic Collaboration with External Partners As your bandwidth increases, you may decide that you need to expand your in-house team through new hires. Depending on the geographic area and the talent pool of your local market, finding the right candidate may seem near-impossible. That, or you may find that having to recruit and train someone from the ground-up will take too much time and bandwidth in and of itself. In these situations, a solution beyond your agency’s walls might be the answer. Sometimes, the optimal solution to bandwidth constraints is external collaboration. Forming partnerships with partners like white label digital agencies can bring in additional expertise and resources without you having to furnish additional overhead. This strategy allows agencies to handle complex projects without diluting the quality of their services. Selecting the right partners is crucial. They should share your agency's commitment to quality and seamless integration into existing workflows. This synergy ensures consistency in client servicing and maintains the standard of output. Building a Scalable Team Building a team that can adapt to varying workloads is essential for long-term sustainability. This involves not just hiring additional staff or forming external partnerships but also developing the skills and versatility of existing team members. Training and professional development are key to creating a team that can handle a diverse range of client needs. Scalability also means being selective about client projects. Assessing a project’s fit with the agency’s capabilities and bandwidth is as important as its revenue potential. This strategic client selection prevents overextension and ensures a focus on quality service. Get a Handle on Bandwidth with a White Label Agency Partnership Managing client satisfaction when over-bandwidth is a complex challenge that requires a balanced approach. The ability to adapt and maintain high standards of client service, even under strain, is what sets a successful agency apart. Remember, it's about finding the right balance between accepting new opportunities and delivering exceptional service to existing clients. If you are ready to get a handle on your agency’s bandwidth, achieve profitable scalability, and accomplish this without sacrificing the quality your clients expect, let’s talk. At Conduit Digital, we outfit your agency with 18 different channels, all expertly managed in the U.S., with one single point of contact. To learn more, schedule a quick call with us today.

In today's fast-paced digital landscape, client transparency and effective communication are paramount to running a successful agency, especially in the white label marketing space. With the need for accurate data, performance monitoring and the urgency to answer questions or address potential client concerns, a comprehensive white label social media dashboard serves as a pivotal tool in achieving these campaign goals spanning across various products, such as paid or organic social media.  Here are a few reasons why we use dashboards at Conduit Digital for social media reporting and why we highly recommend using them yourself to streamline and strengthen your client relationships.  Real-Time Data Access: Dashboards provide clients with real-time access to their marketing data. This transparency builds trust as clients can see the progress and results of their campaigns without having to wait for reports. They can check in any time and will not feel disconnected after office hours. Having 24/7 access to this data also offers the ability to make informed decisions, which can enhance the effectiveness of marketing strategies as a result. Without the correct information, you are either optimizing blindly, or are making decisions based on old, outdated information that is no longer relevant.  Dashboards specifically allow for the continuous monitoring of key performance indicators (KPIs). Clients can track metrics like ROI, conversion rates, and engagement levels in just a few clicks without having to interact with the nuances of platforms they may be unfamiliar with.  Efficiency and Saving Time: Dashboards automate the reporting process, reducing the need for manual data compilation and presentation. This saves time for both the agency and the client, though we do recommend diving into the data to craft a real story for your clients to see the bigger picture. Similarly, you only have to build a dashboard once to reap the benefits. This also saves you time by creating a passive source of information without having to build something new every time reporting comes around. Despite automated reporting, clients can also quickly get insights into their campaigns at a glance thanks to the help of charts, graphics and scorecards within the dashboard, without needing to sift through extensive reports if they need to save time.  Goal Alignment Making sure everyone is on the same page is crucial to a campaign’s success. Going through the process of creating a dashboard and choosing the metrics to display can help both sides focus on the goals and KPIs that define success. This goal alignment also creates a bridge between different departments or products on the campaign. Dashboards can integrate data from many sources, providing a holistic view of performance, and helping ensure that different teams are working towards compatible and mutually supportive goals.  Transparency Alongside real-time data access, dashboards centralize important data, providing a single source of truth for the entire team. This ensures that everyone is looking at the same information and understands the current status and progress towards goals.  A transparent relationship, fostered by an accurate and accessible dashboard, shows the client that nothing is being hidden from them, even if results are not what they desire. This provides the opportunity to fix any potential campaign problems or roadblocks proactively, which is what the client would prefer, as opposed to issues being covered up.  While standard dashboards are a great holistic reference, they can be customized to a specific product you are utilizing - for example, social media management . Whether focusing on paid or organic, there are plethora of metrics at your disposal, allowing you to build the best dashboard that will provide elite white label social media reporting:  Engagement Metrics: Dashboards can display organic engagement metrics such as likes, shares, comments, and retweets, providing a clear picture of how the audience is interacting with the content. This can be filtered overtime to see trends in the types of content posted, or filtered immediately for insights on posts that were just published.  For example, if a post containing visuals of real people generates more likes consistently than posts without people, your team can make the decision to create more content that drives likes.  Sentiment: With the help of AI tools, a comprehensive dashboard can gauge the audience's emotional response to social media posts in the simplest of ways. From pulling in the comments into a word cloud, to a simple smiley or frowny face, your team can take a quick glance at the dashboard to know what kinds of emotions your latest post sparked. For example, if comments on a post about your newest product show negative sentiment, your team is instantly flagged and can intervene/interact with customers to help resolve their issues and recover brand image.  Audience Data: A good dashboard can incorporate data not only from a paid social sources, but also paid ads from other platforms as well. It can provide insights into the audience's demographics, such as age, gender, location, and interests. With the ability to compare and contrast results based on these demographics, next steps to tailor future content can be backed by data driven decisions. For example, does the dashboard show that Men, aged 45-65 are most likely to convert on your social ads? You can now shift budget in that direction, or craft new creatives that tailor to that more specific demographic as opposed to a general version. Pacing While your paid social ads are live, sometimes unexpected occurrences interfere with delivery. For example, a failed payment method on an ad account can cause ads to pause. You can have automated budget pacing in your dashboard to immediately flag to your team when pacing is too low, or even too high. As a white label agency, whether we are creating social content, running Facebook ads , or utilizing programmatic platforms, creating dashboards have been crucial in maintaining quality relationships in our own experiences at Conduit, and that is why we highly recommend you do the same.

White label marketing refers to a partnership where Agency A provides digital marketing services to Agency B, who resells those services under their own brand name. Agency A, the white label company, maintains anonymity to the end client and this is what’s referred to as “white-labeling.” Agency B, the reseller, maintains the appearance as the sole provider of all services.  If you’re curious about venturing into a white label partnership, you might be wondering what the benefits of doing so are. Let’s explore those.  Access To an Arsenal of Services Under One Roof By partnering with a white label digital marketing agency  who offers a full suite of services, the reseller gains access to a host of services that they didn’t previously have in their offering. This allows the reseller to pitch a multi-channel solution to their clients while avoiding multiple vendors, varying rate cards, and multiple points of contact which can feel a lot like herding cats. A full-service white label partner offers a range of channels that offer unique solutions to truly cover all portions of the funnel, such as: Paid Search Advertising (Google Ads/Microsoft Ads) Social Media Advertising (Facebook/Instagram/Snapshot/TikTok/LinkedIn) Programmatic Advertising (Display/Online video/OTT/Audio/Email) Organic Media (SEO/Social media) Account Analysis and Reporting (Performance & Financial dashboards/analysis) Strategic Partnership (Dedicated account manager/Sales support services) Save Time and Money By Not Hiring In-House Specialists With a breadth of services like the above, white labeling is a more cost-effective and time-saving alternative than hiring specialists and maintaining an in-house team. By partnering with a white label agency, the reseller doesn’t have to stress about the cost or time commitment of training, healthcare benefits, or salaries. As a result, they can focus exclusively on sales and growing their revenue while their white label partner handles everything else. Instant capacity Just landed a big client? Amazing! But now you have to deliver. Working with a white label provider will give you immediate access to the resources you need without the stress of having to hire quickly or the worry of over extending and needing to make lay-offs down the line. Scale Your Agency With the worry of hiring, training, and managing bandwidth completely off the table, the only thing the reseller has in front of them is the opportunity to grow and scale. What’s really important to note is that a true white label provider doesn’t wait until the insertion order is submitted to get to work because strategic guidance is essential to the partnership. A white label partner provides everything from sales collateral to sales coaching calls to custom proposals to help the reseller land an account. If these sound like opportunities for your agency, then let’s review a few key factors to consider when searching for the right white label digital marketing partner for your business model. Expertise Entering into a white label partnership can seem risky. Afterall, you’re transitioning a book of business that your agency has worked hard to attain and retain. However, you can reduce your risk by choosing an elite white label provider . Look for a partner with years of experience in the services they offer as well as advanced certifications in every area. Case studies  are a great way of getting to know the level of expertise and quality of work that the white label provider encompasses, and they should be easily accessible. Communication and Support Your agency should be given a dedicated support team for everything related to your partnership, from your agency’s growth to individual accounts and campaign execution. Transparency is crucial in a partnership like this and being able to speak to the people handling your book of business, with reasonable turnaround times, cannot be understated.  Pricing & Contracts The pricing structure for white label digital marketing services can vary greatly depending on the provider so ensuring your agency model and pricing structure aligns with your white label partner is essential. A rate card that’s pages and pages long with “if this then this” scenarios doesn’t benefit anyone except the company who manufactures your migraine medicine brand of choice. Pricing shouldn’t be a barrier and the model should be very easy to understand, thus making your agency’s ability to sell that much easier.  Additionally, check whether the white label provider has a retainer fee and what it includes. These are quite common but what a retainer fee encompasses varies immensely (ex: sales support, custom dashboards, etc.). Contracts are inevitable, they’re the cornerstone of any business relationship, but ensuring the terms align with your agency’s business model and commitment of course cannot be understated. White label digital marketing can be a win-win situation with the right partner. It empowers agencies to expand their offerings and increase revenue, while providing clients with access to high quality digital marketing services. Looking for a white label partner to take your agency to the next level? Book a discovery call  with us today to find out if we are a fit for each other.

In today's digital age, a strong online presence is critical for any business. Search Engine Optimization helps in achieving that presence, ensuring your clients' websites rank high on   Search Engine Results Pages . Here's why neglecting SEO can be detrimental, and why white label SEO services  outsourcing is the answer you've been looking for. The Dangers of Neglecting SEO SEO isn't just about sprinkling random keywords throughout your website’s content. It's a strategic approach that involves understanding search engine algorithms and user behavior. Optimizing a website with the right keywords is like putting up a bright sign for potential customers. It increases your client's reach in search engines, leading them to the products and services they need.  Without proper SEO, your clients' websites could languish in the depths of organic search results, invisible to their target audience. This translates to missed opportunities. Imagine a situation where a potential client is actively seeking a specific legal service provided by your client. If your client's website doesn't rank well, that customer will likely find a competitor who has invested in SEO. This missed opportunity translates to lost revenue for your client. Furthermore, a poorly optimized website can create a frustrating user experience. Slow loading times, confusing navigation, and irrelevant content can all turn potential customers away. In today's fast-paced online world, users expect a seamless and user-friendly experience.  If your client's website doesn't deliver, they risk damaging their online reputation and losing valuable customers. Consider a contractor in desperate need of new clients. Their website might be full of technical jargon and lack clear calls to action. A potential customer frustrated by the confusing user experience might abandon the site altogether and contact a competitor with a more user-friendly website. The Power of White Label SEO Outsourcing Partnering with a white label SEO agency can be a game-changer for marketing agencies. Here's how: Access to Expertise:  Outsourcing enables you to leverage an established team of SEO experts without incurring overhead costs. This also allows you to delegate the technical SEO tasks, freeing up resources to concentrate on your agency's core strengths: developing effective campaign strategies and nurturing client relationships. Also, the specialists should stay on top of the latest   mobile SEO services  including mobile SEO trends and best practices to ensure your client's websites are user-friendly and visible on any device.  Flexibility:  Client needs can vary greatly. With white label SEO outsourcing, you can scale your SEO efforts up or down depending on the project requirements. This approach allows you to expand your service offerings to a larger clientele without constraints from resource limitations. Additionally, outsourcing allows you to get in touch with SEO experts well versed in the ever-evolving landscape of   AI-based search . Cost-Effectiveness:  Outsourcing to a qualified SEO agency can offer a better solution in the short term, providing access to specialized expertise. You only pay for the SEO services you need, allowing you to invest your resources in other areas of your agency, such as developing new content marketing tools or expanding your team's skillset. Additionally, a well-executed SEO strategy can deliver a significant   return on investment  (ROI). Increased Efficiency:  Building an in-house SEO team requires recruiting, training, and ongoing investment in SEO tools. This can be a significant drain on your agency's resources especially if you are just dipping your feet into offering SEO services.  Enhanced Client Service:  Offering SEO services through a white label partnership allows you to expand the value proposition you offer to clients. This comprehensive approach to digital marketing can significantly improve client satisfaction and loyalty. Imagine a marketing agency that excels at social media marketing but lacks in-house SEO expertise. By outsourcing SEO, they can offer their clients a complete digital marketing package, improving client satisfaction and retention rates with   white label SEO reports . The white label aspect adds another layer of benefit. When you outsource SEO, you can seamlessly integrate these services into your existing offerings and brand them under your agency name. This maintains client trust and ensures a consistent brand experience. Taking the Next Step Conduit Digital is a leading provider of white label SEO outsourcing solutions. We provide   integrated omni-channel performance services  aimed at assisting your clients in achieving high search engine rankings and increasing organic website traffic. Our team of SEO specialists possesses the expertise and experience to create and implement a tailored SEO strategy that aligns perfectly with your clients' individual goals. Schedule a free consultation today  to discuss how Conduit Digital's white label SEO outsourcing services can help your agency take its client service offerings to the next level.

Tim Burke If you’re an agency owner who has engaged a white-label service provider, chances are you’ve heard pitches promising a “done-for-you” approach. All you have to do is sit back while your white-label provider does the work. Eventually, you will make so much money that you sail off into a Caribbean sunset sipping a cocktail with an exotic name. Cue the record skip. At Conduit, we’ve been working with sophisticated agency owners like yourself for over a decade, and we’ve learned a thing or two along the way. For starters, you’re an entrepreneur at heart. You’re fueled by your business. You care about your agency. You care about your clients. And you care about your team.  The done-for-you model might seem like an easy route. But expectations rarely meet the delivery. A done-for-you white-label provider promises to handle everything – communication, project management, closing new deals, onboarding, training – while you focus on…whatever else you need to focus on after all of that. But here’s the rub: Loss of Control:  Handing over client communications and project management can (and will) lead to misalignments and misunderstandings. Those relationships you and your team built on trust? They’re in someone else’s hands now.  Risk to Reputation:  The reputation and credibility your agency has worked hard to foster has now been transferred to an outsider. Reputations take years to build and minutes to destroy. Churn:  Your clients were hoping to work with you and your team, and now they feel as if they’ve been baited and switched. Loyalty is not easily earned, especially by proxy.  Strategic Partnerships: Your Secret Weapon I won’t lie to you. Conduit is a white-label provider. All we do is work with agencies every single day.  So why does it seem we’re cutting off our nose to spite our face? Simple. Because we believe in a different approach – strategic partnerships. This model is all about collaboration and alignment, giving you and your team the support you need while keeping you rightfully in the driver’s seat. How do strategic partnerships differ from the “done-for-you silver bullet?” Enhanced Communication:  Your team should be the point of contact with your clients. This maintains the trust and rapport you’ve built, ensuring nothing gets lost in translation. A good strategic partner should equip your team with the information they need to help your clients succeed, making your team look good and ensuring the satisfaction of your clients. We don’t need the credit. We just want you to be successful.  Work Smarter, not Harder:  A strategic partner should integrate seamlessly into your existing workflow. Chances are, you have an onboarding process. It’s not our job to fix what isn’t broken. We seek to amplify the good processes you’ve already built.  Satisfied Clients:  A good strategic partner should focus on what they do best instead of moonlighting in your agency. Whether they are doing SEO, paid ads, or programmatic, they should be focusing on strategies that deliver the desired results, keeping your clients happy and loyal. Mitigating Risks with Strategic Partnerships Unlike the done-for-you approach, a strategic partner reduces risks. Here’s how: Consistent Quality:  When you and your team maintain control over client interactions, you can ensure consistent, high-quality service based on the values, mission, and communication style of your agency. Shared Expertise:  A strategic partner enhances your offerings by bringing specialized skills to the table, not double-dipping on the skillsets you already have in-house. We focus on what we do best so you can focus on what you do best – running an agency.  Scaling : A good strategic partner should help you streamline the accounts you already have, upgrade your current clients by identifying opportunities, and ultimately help you scale your agency by allowing you and your team to say yes to bigger opportunities. You should be involved in every step of that journey so your white-label provider is firing to your goals, not the other way around. What To Do Next Here’s how to ensure you are set up for a strategic partnership: Evaluate Your Current Provider : Are they truly meeting your needs, or are you encountering the pitfalls mentioned above? Seek Out Partners, Not Vendors : Look for a white-label provider that values collaboration and shared success, not control. Be wary of hyperbolic promises. Communicate Your Vision:  Make sure your partner understands your goals and works with you to achieve them. The future of your agency doesn’t lie in handing over control. It’s about forging partnerships that promote collaboration and client satisfaction.  The Conduit Digital Difference At Conduit Digital, we’re more than just a service provider — we’re your strategic partner. Here’s how: Proven Methods : Our streamline, upgrade, and scale methodology is designed to boost your processes, performance, and client base. Comprehensive Support:  Our holistic support every step of the way educates and empowers your team to succeed. Expert Team:  Our team of specialists navigate complex, multi-channel campaigns, delivering the results that move the needle for your clients – and your agency.

Sept 1, 2023 Let’s be real for a second: Agency life can go from calm and peaceful one week to absolute chaos the next. When the time comes to scale up, one of the first solutions that agencies look toward is vendors. If you’re running an agency that outsources aspects of your operations to one or more freelancers or subcontractors, you’re working with multiple vendors. The intended goal is to leverage their expertise and fill skill gaps that might exist in-house. This raises a question though: Is managing a network of siloed vendors the most effective way to drive results for your clients and scale your agency? While this may initially seem like a proactive strategy, it can inadvertently hinder your agency's ability to scale efficiently and achieve long-term success. Today, we're going to talk about how managing multiple vendors can prevent you from achieving the goals you've set for your agency, and what you can do about it. Vendor Management: A Double-Edged Sword On the surface, having multiple vendors seems to offer several advantages, including specialization, competitive pricing, and reduced risk. You can tap into the best of each vendor’s capabilities, and rely on their deliverables to enhance your service offerings. However, managing multiple vendors can quickly become a resource-draining endeavor and can actually pose a risk to the quality of work that you provide for your clients. Here are some reasons why: Complexity in Coordination As you bring more vendors on board, you introduce additional layers of complexity to your operation. Your team finds themselves managing various pricing models, process structures, contracts, and invoicing systems. Each vendor may also demand their own set of meetings, status updates, and review sessions. This consumes valuable time and mental resources that could otherwise be devoted to strategic planning and core in-house priorities. Eroding Profit Margins While it may appear that you are receiving the most favorable terms from each vendor, this fragmented approach can gradually diminish your profit margins. Why is this? When you're paying for multiple vendors, you're also paying varying rates that may change at any given time, preventing your financial situation from becoming predictable. A vendor could increase their prices over time, which then means you also either have to raise your own rates to compensate or take less revenue for your agency. While vendors do not require the overhead of in-house hires like benefits and PTO, they may not always prove the best use of resources, especially if they start to nickel-and-dime each aspect of their relationship with your agency. Again, this further removes financial predictability from the picture. Administrative Burden When you have multiple vendors, the administrative overhead can become overwhelming. Contract negotiation, payment processing, and quality assurance are all necessary parts of vendor management. These tasks multiply with each additional vendor, becoming a significant drain on resources. Don't underestimate the time and labor costs associated with vendor-related administration; they can add up, affecting your bottom line. Your team should be using vendors to save time (and ultimately money) for your agency, but if they are bogged down with quality assurance from their vended deliverables, efficiency diminishes. Inconsistent Branding and Quality One of the hallmarks of a successful digital marketing campaign is a coherent and impactful brand message. Managing multiple vendors makes it challenging to ensure consistency across all deliverables. Different vendors have different styles, interpretations, and quality standards. The resulting mismatch can dilute the brand message, ultimately impacting campaign effectiveness and client satisfaction. Because most vendors will operate on a fee-for-service model, they are not beholden to fulfilling any aspect of their role with your agency that is not explicitly detailed in their contracts. If they decide to start phoning in their work, but their i's are dotted and their t's are crossed, there's very little your agency can do to resolve dissatisfaction with quality. Lack of Unified Strategy Clients hire advertising agencies for their expertise in providing a unified and strategic approach to marketing. When an agency relies on multiple vendors, it risks diluting this unified strategy. The more vendors involved, the harder it is to control and implement a cohesive plan. Clients may begin to question your agency's ability to manage their brand effectively, which could lead to lost contracts and a tarnished reputation. Slower Turnaround Times Let's face it, time is money. Clients often work on tight deadlines, expecting their agencies to deliver high-quality work quickly. Juggling multiple vendors can result in slower project turnaround times, as it's not just your internal team that you have to coordinate but an entire ecosystem of external suppliers. Delays can erode client trust and make your agency less competitive in a fast-paced market. Is There a Better Alternative to Working with Multiple Vendors? Instead of building and managing networks of siloed vendors, there are other alternatives you can consider. Chief among them is joining forces with a white label digital marketing partner. What does a white label partner provide for your agency that a vendor can't? Here are a few advantages that you can gain through partnership that are not available in most vendor arrangements. Unified Strategy: A white label partner provides a holistic approach to marketing strategies, ensuring brand consistency across all channels. This is often harder to achieve when dealing with multiple vendors. Faster Turnaround: White label partners have comprehensive in-house teams that can efficiently execute campaigns across various digital platforms, reducing the time spent coordinating with multiple vendors. Quality Control: With a white label partner, quality control becomes much more manageable, as they are responsible for delivering on all fronts, minimizing the risk of dilution in quality. Cost-Effective: Partnering with a white label service can be more cost-effective than hiring multiple vendors, as it eliminates the need to negotiate and manage numerous contracts. Scalability: White label partners can easily scale their services according to business needs, providing the flexibility that might not be feasible with multiple vendors. Expertise: White label partners specialize in providing comprehensive marketing solutions, offering expertise and insights across all aspects of digital marketing that multiple vendors may lack. Holistic Service Offering: A white label partner offers a full suite of digital marketing services, ranging from SEO, content marketing, and social media management, to more specialized services like PPC advertising and programmatic advertising. This prevents the fragmentation that may occur when working with different vendors for each service, ensuring a streamlined, cohesive digital strategy. Single Point of Contact Communication: Working with a white label partner simplifies communication as it provides a single point of contact for all your digital marketing requirements. This eliminates the confusion and time spent juggling between multiple vendors, ensuring more effective and efficient communication. Is your agency ready for a partnership with a white label ad operations team? Check out our post on 5 Signs Your Agency is Ready for Partnership. Work with North America's Elite White Label Partner At Conduit Digital, we strive to redefine what it means to be a white label solution for North American advertising, creative, digital, and public relations agencies. Offering 17 channels through a single partnership, fully fulfilled in the U.S., we give your agency the communication and performance infrastructure that you need to say "yes" to the opportunities you actually want to pursue. If you're ready to learn more about what it's like to partner with Conduit, let's talk !

Many agencies turn to white label providers to expand their service offerings, streamline operations, and foster growth without the immediate need for in-house expertise. A white label digital marketing partner works behind the scenes, providing services that agencies can then offer under their brand. While this collaboration can be the spark needed to ignite scalability, it's vital to ensure that your white label provider aligns with your agency's goals, quality standards, and ethos. However, not all white label partnerships are created equal. Sometimes, despite best intentions, an agency might find that their chosen white label provider isn't quite the right fit. Recognizing the signs early can help agencies recalibrate and find a partner that truly complements their operations. In this guide, we will explore the key signs that might indicate your white label digital marketing partner may not be the ideal match for your agency. Signs Your White Label Provider Isn’t the Right Fit 1: You’re Unhappy with Their Performance Your satisfaction with the performance of a white label provider is a direct reflection of their ability to meet the agreed-upon standards and deliverables. If you find that the quality of work is inconsistent or they often miss deadlines, it's a clear indication that they may not be the right fit for your agency. A reliable provider should consistently deliver high-quality work on time and meet the expectations set at the outset of the partnership. If it feels like they are trying to coast by just checking boxes on a to-do list, you could be making a wise decision by pivoting and seeking another solution. 2: There’s a Lack of Communication Communication is the foundation of any successful partnership. If your white label provider is hard to reach, doesn't respond in a timely manner, or often leaves you without updates about the progress of projects, it may be time to reassess the relationship. Regular and open communication is essential to ensure that both parties are aligned, that projects are on track, and that any potential issues are addressed promptly. When you’re evaluating their communication practices, ask yourself these questions: Am I always the one initiating conversations, or are they proactive? Do I always know who I can reach at the agency, or does it seem to be a revolving door of contacts? Does it take a long time to respond to my emails, calls, or messages? Do they regularly schedule check-in meetings with me, or does it feel like they want to be left alone? How do they react to feedback, especially if it may be perceived as negative? 3: They Have Limited Service Offerings In an industry where trends shift and new strategies emerge rapidly, having a wide array of services is essential. If your white label provider is constrained to a limited selection of offerings, this can significantly hinder your agency's capacity to address the multifaceted requirements of your clients. To remain at the forefront and ensure competitiveness, agencies must not only keep up with these changes but also have the capability to offer services that align with them. A white label provider that can't adapt or expand its offerings in line with industry advancements can become a bottleneck for your agency's potential growth and innovation. Given these factors, if you find your current provider lagging in diversifying their services or not being agile enough to accommodate new digital marketing avenues, it might be a clear indication that you need to look for a partner with broader expertise and a more adaptable approach. 4: Lack of Transparency Transparency in a white label partnership means clear reporting, easy access to analytics, and an open line of communication about campaign outcomes. If your provider doesn't offer clear insights into their work or fails to share essential data, it can be challenging for your agency to measure the effectiveness of campaigns and justify costs to your clients. A trustworthy partner will ensure you're fully informed about all aspects of the projects they handle for you. From reports to sharing account access and not trying to distort the data, you can trust that they are working with your clients’ best interests in mind as a true partner. 5: Negative Impact on Client Retention One of the most telling signs of a misaligned white label partnership is its impact on your client retention rates. If your clients are frequently expressing dissatisfaction with the results or raising concerns about the services being delivered by the white label provider, it directly affects your agency's reputation, scalability, and bottom line. Your agency's partnership with a white label provider should enhance client satisfaction, not hinder it. Your white label team should give you the confidence that they will treat your client as if it was their own. 6: Limited Scalability Scalability is about more than just handling larger workloads. It’s about building a repeatable, predictable, and profitable business model that is not constrained by the typical growing pains of startup agency life. If your white label provider struggles to handle increased demands, or isn't flexible in adapting to new requirements, it can impede your agency's growth trajectory. As your agency expands, you need partners who can seamlessly scale their offerings to support your growth. 7: Ethical Concerns Integrity and ethics should be at the forefront of any business relationship. If you have reservations about your white label provider's practices or if they employ tactics that don't adhere to industry standards, it's a serious concern. Ensuring that your provider operates within ethical boundaries not only protects your agency's reputation but also ensures the longevity and sustainability of your client relationships. For example, look for a white label SEO agency that does not use outdated black-hat tactics. Another example could be a piece of content for a healthcare client making medical claims or giving advice without citing credible sources. Another Key Indicator - Offshoring and Outsourcing Your Work You trust a white label provider as your go-to outsource solution with the goal of achieving scalability in mind. However, what if that same white label provider then flipped your client’s work to another outsource service provider? These types of chains are strongest when they only have two links. Links three onward start to weaken the chain more and more. Is your white label provider possibly outsourcing and offshoring your work? If you’re not able to tell right away, there are some signs to look for such, as: Time Zone Discrepancies: Are certain client deliverables being completed at odd hours, or are you always receiving messages outside of business hours? Fluctuating Quality: Inconsistent quality could mean that your white label provider is sending your client’s work around to different teams or single-channel vendors on a frequent basis. Avoiding Direct Communication: If the provider is hesitant about setting up direct meetings, video calls, or avoids showing their working environment, they might be trying to hide the fact that the work is being done elsewhere. Generic or Ambiguous Reporting: Reports that lack specific details or seem generic might be an indication that the provider is not closely involved with the day-to-day handling of tasks. Lack of Direct Control or Access: An inability to directly access or communicate with the team members working on your projects can be a red flag. Vocabulary: An outsource used by your white label provider may use a different vocabulary or grammar convention. For example, if your white label provider is based in the U.S. but a blog post they delivered for your client uses spellings like “colour” instead of “color,” “recognise” instead of “recognize,” or “theatre” instead of “theater,” this could indicate that the provider is having the work completed elsewhere. Before we continue, we should acknowledge that there is nothing wrong with working alongside a team of skilled marketers from outside of the United States. That is not the issue. When you should be concerned about a white label provider’s potential outsourcing or offshoring is when performance quality fluctuates, your access to your client’s work is limited, and the white label partner was not transparent with you about how your client’s work would be fulfilled. Stop Singing the White Label Blues at Your Agency At Conduit Digital, we strive to challenge what white label digital marketing means for agencies. Too often, the term “white label” is perceived as cheap, low quality, and with varying results. Our goal is to change that for your agency. With a Conduit Partnership, your agency receives instant access to expert-managed digital channels along with a single point of contact, all in one partnership. All campaigns that we oversee for your client are 100% white-labeled to your agency and directly managed by hands on keyboards at our office in New Jersey. And the best part? All of the performance is 100% transparent. We even built a proprietary reporting system designed specifically for agencies that leverage us as their white label partner. To start redefining what white label partnership means for your agency, schedule a call with us today.

When you hear the term “white whale client,” you can probably picture one that your agency has wanted to land for some time now, has had the opportunity to pitch, or you’ve recently won their business, and now they’re investing in your digital marketing services. Each agency will have its own definition of a white whale client, but there’s one universal truth: they require elite performance to retain them. What does a white whale client look like at your agency? It could be one or any combination of the following: A notable business in your local market A business that spends over a certain (high) dollar amount in marketing A major regional, national, or global corporate entity A specific, notable brand in an industry that you serve A company that you’ve admired for some time that you’ve always wanted to work with A nonprofit or government organization that shares values you’re strongly aligned with There are also many other parameters that you could use to define what a white whale client is. For many agency leaders, when you have the opportunity to pitch the whale, you remain laser-focused on landing the account and may have to “figure out the rest later” once the work agreements are signed. This is a common reason why agencies like yours talk to us at Conduit Digital on a regular basis. They’ve landed one of, if not the biggest client in their agency’s history, and now they need to deliver on what they pitched. If you’re in that situation and you’re looking for what to do next, this guide is for you. Today, we’ll be going over everything that you need to know about what to do once you’ve landed the white whale client. Start By Considering How the Whale Impacts Other Clients The first step when you’ve landed the whale is to consider how it impacts other clients. If you’re a mid-sized agency with 10-20 clients, having one big white whale client can be great from a revenue perspective, but something that needs to be considered is the workflow and resources this account requires. Consider whether or not you have the capacity to devote the same amount of attention to your other clients as you do with the white whale. If not, you may want to consider outsourcing some tasks or hiring new employees in order to make sure all of your clients’ needs are taken care of properly. Next, Consider Your Team's Skillset and Expertise Another important step is to consider your team’s skill set and expertise when it comes to the white whale client. If you don’t have the right people in place, then this can be a major roadblock to success. Take some time to think about who on your team has the right background and skillset to handle the work that will come with having a white whale client. Do you need to hire additional employees with specific skill sets? Do you need to join forces with an external partner to fulfill any aspects of your ad operations needs for the campaign? Leverage Technology For Efficiency and Scalability Leveraging technology is also key when it comes to managing a white whale client. Technology can help streamline processes, increase efficiency, and ensure scalability as the scope and needs of the account increases. Look for software or platforms that can automate various tasks associated with managing the white whale client, such as optimizing campaigns, tracking performance metrics, setting alerts, etc. These types of solutions will not only save you time and money but also help you be more efficient when it comes to managing and servicing the white whale client’s needs. Get Help From a White Label Partner Finally, don’t be afraid to reach out for help if you find that managing a white whale client is becoming too much of a challenge. There are plenty of digital marketing agencies and white label partners who specialize in taking on the responsibility of managing complex campaigns with high-profile clients. They may also offer expert-managed services that you do not currently offer in-house, saving you the headache of crash-coursing new digital disciplines that you may not realistically have time to learn. By partnering up with an experienced agency or white label partner, you’ll be able to free up more time and resources for other important tasks related to servicing the white whale client. Plus, you can rest assured knowing that the client is in good hands. When searching for the right white label partner, look for one that not only claims to offer elite performance but also has the means to back up these claims. Also, consider how they communicate with your agency, how their processes integrate (or don’t) with your own, and whether or not they can truly scale with you. If you’ve recently landed a white whale account, let’s talk. At Conduit Digital, we partner with established and successful North American advertising and marketing agencies to deliver elite performance, backed by proactive communication and comprehensive reporting, for your clients. To learn more about how you can unlock the power of 17 digital channels through one single partnership, connect with Conduit today.

July 17, 2024 The cannabis industry has emerged as one of the fastest-growing American consumer product verticals in recent years.   States are continuing to permit legal medicinal and recreational cannabis use at an increasing rate. In 2022, our home state of New Jersey officially allowed recreational cannabis on April 21, 2022.   As more dispensaries open to the public, we can predict more opportunities for agencies to secure these businesses as clients. Statistics show that the North American advertising spend for the cannabis industry will grow to 3.39 billion dollars by 2028.   However, these products are still heavily regulated and classified as illegal at the federal level. This can create some complications for your agency as your team develops a holistic digital strategy for cannabis retail marketing clients.   That’s why we wrote this guide to help your agency master the ins and outs of compliant cannabis marketing  and advertising. We’re going to cover:   Important considerations for cannabis marketing and advertising campaigns  The best channels to compliantly invest your client’s budget   A channel-by-channel breakdown of cannabis-related restrictions  Important Considerations for Cannabis Marketing and Advertising Campaigns  Federal Legal Status   Cannabis is currently not legalized at the federal level. Instead, its medicinal and/or recreational use is permitted by individual states. Keeping this in mind, regional and local campaigns are currently the most effective for paid media and organic channels that permit cannabis content when targeting by geography.   Platform Rules and Guidelines  Similar to the state-by-state legal status, each digital platform has its own advertising and organic content standards for promoting cannabis products. If these guidelines are not closely followed, your client’s campaign could fail to launch at the start or swiftly be removed from the platform.   Content Liability   Due to the industry’s heavy regulations, misleading or misinforming content could potentially create liability issues for your client. For example, making certain claims about the medical properties of cannabis could create legal complications  Before you begin posting content for your client, you may want to consider consulting with an expert on cannabis marketing beforehand. For example, a cannabis-informed attorney or an experienced digital marketing partner can provide you with the necessary guidance to help avoid these pitfalls.   What Are the Best Channels for Promoting Cannabis Clients?  Cannabis-Specific Channels   As the industry continues to expand its footprint, many cannabis-specific channels are emerging that agencies can capitalize on. These platforms are designed to specifically target the same audience your client is trying to reach.   For example, there are digital map services that show users dispensaries near them, such as WeedMaps. Advertising on a channel like this one will not pose the same restrictive guidelines like Facebook or Instagram.   Some industry publications like High Times also maintain a cannabis-focused news website. Here, a client that wants to reach more cannabis consumers can also advertise more freely than on a general-use platform.  Paid and Organic Channels   Paid digital media channels like Google Search and most social platforms place heavy regulations on paid cannabis content due to it being labeled as an “illicit” subject.   To compensate for this, focusing on organic content can help drive engagement and quality traffic to your client’s website. Services like SEO and email marketing maximize the performance potential of the content that you can control on your client’s site to reach their ideal customers.   For blogs, product pages, service pages, and informational pages on your client’s website, you can freely write content that objectively educates customers and builds authority. In most cases, it is recommended that you place an age gate on these pages so that the visitor can confirm they are over the age of 21 before proceeding.   Because the client’s website is their wholly owned digital property, you have more creative freedom to market their cannabis products. However, this still requires a deliberate SEO strategy to draw the right traffic. Using high-opportunity keywords in your content, minimizing technical errors on the backend, and building a strong backlink portfolio are three vital tactics for generating the results that your client is expecting.   Now, this is not to say that there are no paid media options available to agencies that offer cannabis advertising services. For example, some programmatic channels like pre-roll, OTT, and display may allow these campaigns, albeit with restrictions.   A Channel-by-Channel Breakdown of Cannabis Restrictions  Advertising Cannabis on Social Media   Most social platforms do not permit any cannabis advertising. Though this may seem like a frustrating obstacle for your agency, this does not mean that all social media doors are closed.   Cannabis companies can still promote their business on social media through organic content. However, they cannot create posts that deliberately entice people to buy their products.   Examples of what not to post on your client’s profiles include:   Product prices and price-lists  Solicitations to buy a product or order one online  Information on growing or selling cannabis   Medical claims about cannabis   Invitations to contact the client’s business about purchasing cannabis   Instead, leverage your client’s accounts to build authority and credibility in their industry and link to pages on their website. Keep the content as educational as possible, advocate for the industry at large using reliable sources, and use visual content that showcases a product rather than solicits it to the audience.   Keep in mind that most platforms do have some methodology for flagging certain organic content that could be considered non-compliant with their content guidelines. For example, posts that use certain hashtags could be identified as unsuitable for sharing. Posts can also display on users’ feeds in states where cannabis is still fully illegal, thus further emphasizing the need for more general informational content.   In addition to organic content, the best way to reach users on social media with ads is to maintain an educational attitude. Be a leader in the space and educate users instead of selling to them to avoid being flagged. For the ads specifically, if you want a broad stroke across most social media platforms, begin by promoting topical hemp products, which are allowed by all platforms. These ads should have landing pages specific to those products that have no mention of cannabis, THC, or CBD.  Avoiding using these words in the copy or having them displayed on the image of the ad is also important.  Once these users are interested in your brand and product, they will discover your other products that may contain THC and CBD.  Although most platforms do not allow advertising for cannabis, below is in order the least to most restrictive platforms with a quick overview of what is permitted and what is restricted or prohibited. For a full list of the advertising policies for each platform, feel free to utilize the links in their respective sections.   Snapchat – Restricted but allowed (hemp-derived CBD)  Snapchat is one of the least restrictive platforms regarding cannabis, but unfortunately still has restrictions around it. Despite Snap’s Drugs & Tobacco Policy stating they “allow some limited ads for cannabis”, the advertising of cannabis on the platform is still prohibited.  CBD is where Snap opens up its policies, allowing products to be promoted as long as they’re derived from hemp and contain less than 0.3% THC.  If you have a Snapchat rep, you can reach out for specifics on a case-by-case basis to see if this is a feasible option for your client. Keep in mind that the platform “[does] not allow the depiction of smoking or vaping, except in the context of public health messaging or smoking cessation”, and whether or not an ad gets rejected or not can vary from reviewer to reviewer.  X – Permitted Where Legal  In February 2023, X (formerly known as Twitter) announced it will be relaxing its policies for cannabis advertising, including both THC and other cannabinoids. This marks the first major social platform to permit paid advertising to directly promote these products.   However, this does not come without restrictions. X still enforces restrictions on cannabis advertising. These include:   Advertisers must be credibly licensed and preapproved by X to run Cannabis campaigns  Advertisers can only target geographical locations where cannabis products can be legally bought and sold online   Ads cannot promote or offer cannabis for sale (this includes CBD)  Exception: Ads for topical (non-ingestible) hemp-derived CBD topical products containing equal to or less than the 0.3% THC government-set threshold.     All applicable laws, rules, regulations, and X advertising guidelines must be followed   Ads cannot be targeted at users under 21 years of age   In terms of ad content, a few additional guidelines exist. X prohibits any ad creatives that are not age-gated. Additionally, ads featuring public figures endorsing products, pregnant women, or minors cannot be used either.   The rest of the content limitations pertain mostly to messaging, such as:   Ads cannot promote claims about cannabis’s efficacy or health benefits  Messaging cannot include any false or misleading statements   Cannabis use cannot depicted in the ads   Ads cannot encourage transporting products across state lines   So, can your client qualify for X ads? To distill the above, as long as the ads are compliant with X policies and local government regulations, and the advertiser is approved by X to run cannabis ads, you can launch a campaign.   One of the major points that should be emphasized, yet could be easily overlooked, is that advertisers cannot promote the direct sale of cannabis through their ads.  Avoid placing pricing information in the creative assets as well as using any CTAs like “shop now.”   Instead, a safe bet would be to simply promote that your client’s business exists as well as where it’s located. For example, “Dispensary X, Located in Newark, NJ” will likely be deemed acceptable whereas “Cannabis Flower for $24.99 at Dispensary X” would not be.   TikTok – Restricted (topical CBD allowed)  Although one might initially consider TikTok to be more lenient here given their demographic, cannabis targeting is currently prohibited on the platform.  However, according to their Healthcare and Pharmaceuticals policy , “the promotion of products derived from hemp oil and topical CBD products for cosmetics may be allowed in some markets and is subject to additional restrictions.” According to TikTok’s Drugs and Drug Paraphernalia Policy, ad creatives and landing pages must refrain from displaying or promoting:   Illegal drugs  Controlled drugs  Prescription drug abuse  Recreational drug use  Drug paraphernalia and accessories and their use  Supplies and their use   However, the company’s Hemp & CBD policy does go on to say that “…promoting hemp products and topical CBD products may be allowed subject to additional restrictions.” It is the advertisers’ responsibility to comply with local regulations of the regions they are targeting. Additionally, hemp products may not be advertised via the self-serve format.   Meta – Restricted (topical hemp allowed)  Meta (advertising on Facebook and Instagram) prohibits THC products, cannabis products containing psychoactive components, and ingestible CBD. However, non-ingestible CBD ads are allowed on Meta provided advertisers follow Meta’s CBD and Related Products Policy . In short this means: You must comply with local laws (must be legal in that region) No false claims can be made Must have LegitScript It’s important to note that non-ingestible and ingestible hemp products can also be promoted and do not require LegitScript. Pinterest – Restricted (topical hemp)  Pinterest is quite restrictive in the CBD and hemp space, only permitting ads for topical hemp as of now. According to the platform’s Drugs and Paraphernalia Policy  they will allow these topical hemp ads as long as they contain negligible amounts of THC and no CBD and make no therapeutic or medicinal claims.” It is safe to assume the negligible amount is the 0.3% agreed upon by the FDA. Like other social platforms, educational content is usually the way to go. Per the same policy, “we will allow informational or brand content on CBD and hemp. Advertisers are responsible for complying with all laws and regulations.” LinkedIn – Prohibited   LinkedIn’s Illicit or Recreational Drugs Policy  states that ”ads that promote the sale or use of illicit or recreational drugs are prohibited.” While this seems black and white, this does open the door for interpretation for advertisers to promote educational content on LinkedIn, much like other social platforms.  Advertising Cannabis on Google   Google adopts a strict “just say no” policy when it comes to advertising or marketing topics referencing cannabis, marijuana, weed, etc. There are no explicitly stated restrictions against targeting keywords related to these terms, but any ad copy or landing page that features this subject matter will be heavily scrutinized and regulated.   Because Google has more ambiguous standards for advertising cannabis, you may occasionally see ads that are related to the topic. For example, you may see paid ads for a local marijuana dispensary if you enter the term “weed dispensary near me”. However, many of these listings will use vague references and innuendo to avoid a platform penalty.   Trying to game the Google Ads system is not advised. In general, this can lead to a poor user experience and can fall under Google’s Circumventing Systems policy.Depending on the nature of the offense, this can potentially lead to your Ads account being suspended or terminated, which we believe is not worth the risk.   To view other cannabis policies for paid search ads, also check out the guidelines from Microsoft and Baidu for their search engines.  Advertising Cannabis on Programmatic Channels  Programmatic advertising for cannabis clients used to encompass direct-to-publisher display ad buys and ad networks that leveraged cannabis-friendly websites which were sold to advertisers trying to reach consumers of the product.   While both of these methods are still used, some DSPs are starting to loosen their restrictions on cannabis advertising to keep up with the evolving climate. This results in more robust and creative ways to reach cannabis consumers.  Contextual Targeting   DSPs that are embracing the new wave all offer a variation of contextual targeting – serving ads on websites that are categorically relevant or contain keywords or phrases related to cannabis. This can range from consumption in general to information as granular as insight into different strains.  First-Party Data  A desire to leverage first-party data has also increased for a variety of reasons ranging from having the highest likelihood of purchase intent to cookies being sunsetted in the near future. First-party data allows cannabis advertisers to leverage their list of existing customers, such as dispensary item purchasers, and reach them while they’re surfing the web, using their favorite apps, or streaming their binge-worthy shows at home on their CTV devices.   In addition, first-party data allows for lookalike audience expansion. Lookalike audiences mirror the online behaviors of a client’s CRM list, for instance, and find users who aren’t already on that list that could be potential consumers. This provides a campaign with more scale and reach while maintaining its niche audience targeting.  Third-Party Audience Targeting  Additionally, advertisers can utilize the power 3rd-party audience targeting. Via trusted data providers,  your client can reach people identified as cannabis users based on their demographic, interests, intent, etc. as a result of their online behavior.  Dabble with competitive conquesting or hone in on physical stores/locations that a cannabis audience frequently visits with radius targeting or 3rd-party location data. This strategy is exclusive to a handful of DSPs right now, but it could expand in the future.   Radius targeting also lets your client reach dispensaries down to the mile and serve them an ad on their mobile device once the user is within the radius. 3rd-party location data allows your client to capture historical data, via lookback windows, of users who visited specific dispensary locations across the US and Canada and deliver their ads to these highly relevant consumers.  Site Retargeting  Site Retargeting is another strategy that is offered universally and is key for all cannabis advertisers, but especially for eCommerce campaigns. Being able to drive awareness and bring users to a client’s site is great, but retargeting them after the visit keeps them in the funnel and increases the likelihood of conversions by about 70%.   While programmatic advertising sits very high at the top-of-the-funnel and conversions shouldn’t be the primary way to measure campaign effectiveness, there’s no doubt that they’re still points of extreme interest. With that said, conversion tracking for cannabis campaigns is borderline universal for all DSPs that allow this type of advertising.   However, the granularity of the conversion journey varies greatly. Most DSPs can report on a conversion just like any other platform, but others have the capability to show the consumer journey from ad click to last-click attribution and everything in between!  Cannabis SEO Campaigns  Because SEO is an organic channel that primarily leverages your client’s website, there are not the same restrictions compared to paid media. As your client owns their domain, they are largely free to publish whatever content best suits their business’s best interests.   However, any organic content published on a client’s website should maintain compliance with state and industry regulations. All necessary consumer warnings, disclaimers, and other advisory information should be displayed where appropriate to help avoid any potential liability for the content on the site.   Because SEO is one of the more permissible channels for marijuana topics, you can expect a large amount of competition for high-opportunity keywords. Working a team of SEO experts, you can prevent many of the common obstacles and challenges that can come with a cutthroat digital environment.   Start Delivering Elite Performance for Your Cannabis Marketing Agency   Navigating the often unclear waters of cannabis advertising is enough to make anyone’s hands shaky before pressing “live” on a campaign. We understand that, and that’s why we’ve invested the time and effort to provide your agency with the necessary tools, expertise, and performance to deliver high-performing campaigns for your clients.  At Conduit Digital, we have delivered elite campaign performance across 125 verticals for successful agencies in North America leveraging our holistic digital product suite. Our team of U.S.-based, platform-certified expert analysts can build your own cannabis client’s campaigns to drive the ideal key performance actions that align with their business goals.   To help keep your partnership confidential and profitable, we also offer a margin-friendly rate card along, custom-brandable deliverables, and full NDA compliance.   Start saying “yes” to better opportunities to serve your clients in the cannabis industry today. Schedule a call with us to learn how we can help you scale profitably.

Aug 11, 2023 When voice-enabled search features were first introduced, many thought this new way of using search engines would become the next digital frontier for search engine optimization (SEO) and paid search (PPC). However, that didn’t come to pass. With voice search, one glaring limitation would prevent it from meaningfully competing against text-based searches: privacy. Speaking into your phone requires you to audibly enter your query into the search engine. If you want to ask Google or Bing something confidentially, you are not always able to with voice features. Sure, voice searches are fine for asking where to find a nearby restaurant. However, they could easily prove the less-preferred option for questions of a more sensitive nature like seeking medical, financial, or legal information. This year, Microsoft’s Bing transformed the search engine landscape by introducing Bing AI. Instead of entering a query and letting an algorithm compile its best guess, a sophisticated artificial intelligence model actively searches the internet for the most up-to-date information that answers your questions, all while compressing the information into a concise response with links to websites for the users to read further. The craziest part? Microsoft released Bing AI for free to anyone with a Microsoft account and the latest Edge browser. All you need to do is create an account to start using it in your searches. While Bing AI is fully rolled out and available to everyone, Google is not far behind. The undisputed search engine leader has worked diligently behind the digital curtain to introduce new AI-based features to enhance the user experience. Some new Google AI features on the horizon include: Immerse View for Google Maps where the app allows you to see the actual streets you’ll be driving on rather than a 2D graphic of the roadways. Magic Editor for Google Photos where AI will automatically enhance your favorite photos that you want modified to enhance visual elements, remove visual elements, and many other features without you needing to know tools like Adobe Photoshop. PaLM 2: An advanced model based on logical reasoning that could be used for complex tasks like debugging code and providing advanced medical insights in over 100 different languages. Bard: Google’s generative AI model intended to compete with tools like ChatGPT, will only grow more intelligent and capable with the vast amounts of first-party data the platform has at its disposal. The one that stands out the most in regards to SEO, however, is the new Search Generative Experience (SGE). Google’s SGE will operate almost exactly like Bing AI, with its ability to provide conversational search results that synthesize information from more than one source online, all presented in a tidy format at the top of the page that is easy to read. So, where does SEO go from here? Is SEO another profession that will be eaten alive by the machine overlords? No, and today we’re going to cover why AI-based search is not only the future of SEO, but why SEO matters more than ever. First, let’s explore why AI-based search really is the wave of the future, compared to voice search. For purposes of convenience, any screenshots we share here are done using Bing AI, as it is already a fully developed and widely available tool. We’ll be updating this later once Google SGE becomes a universally accessible asset for more users. Why Will AI-Based Search Do What Voice Couldn’t? AI-based searches not only provide the convenience of voice search, but they can also maintain users’ much-valued privacy. You can type in a phrase or question as you would with a standard text-based search and receive a more tailored response. The results also contain resources from other sites that are pre-selected by an AI model that has done the heavy lifting and scoured billions of web pages for you in seconds to find the most credible information possible. Obviously, for any agency incorporating paid and/or organic search into their service offerings, this presents a seismic shift in the industry. Instead of relying solely on established best practices to rank highly for traditional text-based searches, strategies now need to incorporate positioning a client’s website to be viewed as highly credible and trustworthy by an AI model that is more selective and places a heavier emphasis on the quality of information. How AI-Based Search Results Differ from Traditional SERPs Answers Are Specific and Personalized Because most of these AI-assisted search engines are using a more conversational approach to curating results for you, users can expect a more tailored experience. Beyond initial results, you can also continue the conversation to dive deeper into certain topics or refine your results over multiple iterations. Along with this change, it can be reasonably expected that a more personalized organic search experience will be expected by users in the future. AI chatbots are designed in a way to act as if they are conversing with you like they’re your own personal assistant. You Will Only See a Few Results at a Time When tools like Bing AI’s Chat feature or Google SGE compile search results, they condense the information into a single body of concise text along with links to sources if the user wants to dive further. For instance, if you want to learn about white label digital ad operations, you might receive a response like this with a familiar domain in the Learn More section: As you can see above, Bing AI condensed the information into a single paragraph with some additional bullet points for specificity. Then, it curated its top-four external resources to provide you with more information if you want to dive deeper into your search. If you are content with the information you are given, then you can count the AI-generated response as sufficient and continue with your day. Greater Potential for a Multimedia Experience AI-powered search engines like Bing AI can not only provide text-based answers, but they can also generate images you might request. As an example, we asked it to create pictures of a coffee cup containing fancy latte art. Below, you can see that it was able to do this within seconds and with minimal effort. With AI powering your searches, the results will have a greater potential for a more visual multimedia experience. To position your client’s ranking potential, optimizing images, including alt text, file names, and descriptions will be a necessity and not just an extra finishing touch. How AI Search will Transform Your SEO Strategy Domain Credibility and Authority Matters More Than Ever Compared to traditional SERPs, AI-based searches focus on curating the most authoritative and credible sources possible for their responses. As part of that, these programs heavily consider the domain authority and credibility of a website. Providing credible, authoritative information on your website that strays from self-promotion will be the dominant strategy here. Couple this with Google’s increased emphasis on content that is objectively helpful, and the brands that emphasize helpful information over promoting their exact brand and business model will dominate the SERPs. Many clients tend to want to produce content for their website that aligns exactly with their business model and product or service offerings while also promoting themselves somewhere within the content. This is not considered “helpful” by Google’s standards. Instead, information that could be applied to a topic or industry at large is considered preferable, regardless of whether or not it mirrors a business’s exact way of operating. Quality Backlinking Will Be Essential As AI-powered search engines compile their results for users, part of their methodology for assessing a domain’s authority will be its backlink portfolio. If you’re new to SEO, essentially a backlink is created on your client’s website whenever another domain links to its content. For example, a blogger in the same industry might link to a blog on your client’s site as a source for their own writing. A desirable backlink is one from a credible domain with relevance to your industry or the topic your content is centered on. Links from spammy, irrelevant, or oddly structured sites are considered “toxic” and can negatively impact your domain authority if not dealt with properly. In essence, if your client’s website is swarmed with toxic backlinks, search engines will likely also view your site as a low-authority domain. Keeping on top of toxic backlinks and acquiring ones from quality sources will continue to remain a priority for organic search. Great Content Will Matter More Than Ever Since the dawn of SEO, various thought leaders, reporters, and influencers in the profession have proposed new strategies to leverage content to dominate organic search. These tactics and best practices have evolved as search engine algorithms have grown more sophisticated, but one thing remains the same: Content is a competitive world. What is one of generative AI’s current most-useful tools? Content writing. With the power of tools like ChatGPT in SEO professionals’ digital toolkits, maximizing content production will turn into something of a virtual arms race to try to cover as many topics and keywords as possible. Beyond the production of content, though, its quality will matter more than ever. As AI models compile results for search users, they will rely on the well-written, authoritative, and helpful content that your clients provide on their websites. For example, if a local search user is looking for great camping spots in Upstate New York, and your client is a camping equipment store in the area, you have an immense opportunity to leverage their brand to provide credible information to that audience member! LEARN MORE: How to USE AI CONTENT GENERATION. Optimize Your Media Assets! As AI-based search engines are able to retrieve media files from the web that match a user’s prompts, having your images and videos properly optimized will be non-negotiable. This could include essentials like: Using keyword-optimized ALT text for your images Choosing descriptive file names for images and videos Making sure that your YouTube channel’s video information is optimized for organic search Local SEO Strategies Need to be Airtight Tools like BingAI are currently able to leverage your device’s location to provide you with a list of locations in your area that are relevant to your searches. Within the response, it can also supply the actual business listing with directions and phone numbers to call. With this in mind, managing directory listings for your clients and ensuring their business information is as accurate as possible will both be necessities for competitive performance. When people are able to interact with their business directly from an AI chatbot’s response, this level of convenience has immense potential to spur significantly more interaction. Long-Tail Keywords Take Center Stage AI-assisted search engines like BingAI distill the most essential part of your search into a long-tail keyword. Looking at the example below, you can see how it transformed a question into a highly specific keyword search: From an SEO perspective, this long-tail keyword would be a low-volume keyword (not many people are searching this on a regular basis), but also likely one where competition is not high. As new SEO strategies are built with AI in mind, dedicating equal time to focus keywords (high volume) and granular long-tail terms that are immensely relevant to your client’s business model will become the new norm when building keyword lists. Similarly, incorporating multiple variations of keywords and long-tail phrases will need to be kept in mind. Giving AI-based search engines the ability to align their long-tail surveys with your content will highly increase the chances of your pages being recommended in chat responses. Double Down on Mobile-First The earliest viral generative AI programs, like ChatGPT and Jasper, were first developed as browser applications meant to be viewed via a desktop or laptop. Now, most generative AI programs are starting to offer mobile apps to best align with the majority of users who conduct most of their online activity via smartphones and tablets. For example, these are just some of the notable generative AI apps that are available via iOS and/or Android: Bing AI Snapchat’s My AI ChatGPT Jasper Google Bard We can reasonably expect that AI-based search engines will also determine a page’s quality in a similar way to traditional algorithms based on various user experience features like quick site speed. With that in mind, continue to optimize toward the most seamless mobile experience possible for your client’s website. Be Ready for an AI-Based Search Engine Optimization Future So, with everything above, what can we take away? Here’s a few key points that stand out: AI will only become a more prominent search engine tool in the future Currently, AI tools have incredible features that enhance the user’s search experience Over time, SEO campaigns will have to factor in how AI tools use search engines to serve users as a key component of the strategy At Conduit Digital, we are the white label digital marketing partner for established and successful ad agencies in North America. We equip your agency with the ability to say “yes” to any new client opportunity by extending your in-house ad operations with 17 digital marketing channels operated by expert U.S.-based analysts. To learn more about how you can leverage us as your white label SEO partner for an AI-driven landscape, let’s talk.