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.
