White label marketing agencies are growing rapidly. Even though white-label marketing is quite a new name, the concept has been existing in different names like outsourcing and subcontracting. Sometimes we have seen Digital marketing agencies struggle to offer a wide range of services to the clients. In this scenario, digital marketing agencies have only two options one, they need to hire experts or say no to their clients. Either option seems bad for the agency, as hiring a whole team of experts just for one client is not a good idea, neither it is a good idea to say no to the client. That is where the concept of white-label marketing comes to the rescue. In this article, we are going to briefly explain what is white label marketing agency and why do you need it.
What is white label marketing?
The concept of white-label marketing is simple. If you purchase another company’s marketing services or product and provide it to your customers under your brand name it is called white label marketing. In this case, white-label marketers will not reveal their identity to your customers allowing you to take all the credits. It is the same when it comes to white label digital marketing too. In white-label, digital marketing, an agency purchases digital marketing services from another company; the white label company will provide their white services to your clients under your brand name. For example, if your digital marketing agency doesn’t have a content writing expert you can purchase that particular service from a white label digital marketing agency.
A lot of small agencies today lend their services in white label working model to bigger agencies to match their costs in initial months for their operation. This transaction is called sub-contracting, where there is a risk of the smaller agency directly reaching out to the end-client. These agencies want to become bigger one day and will try to push their brand to the client to reach many prospects and get more monthly leads.
So, many of the bigger and even smaller agencies often opt to outsource their work on one or more freelancers, this gives them security as the freelancer is too small to reach the client(s) directly and most of the time the agency is a freelancer’s major source of income.
Problems of outsourcing to freelancers
- The agency will have to deal with and maintain many freelancers for just one project.
- The agency will have increased work to communicate to maintain the synergy among the freelancers and also track an individual’s progress on the task(s) assigned.
- The freelancers are most of the time unreliable, and the risk of project/task not being completed before the deadline is always very high.
- The agency has to take ownership of any mistakes that are done by freelancers.
Then there are white label digital marketing agencies that aim to organize this outsourcing/subcontracting as a white label agency. They counter the risks and problems in outsourcing the work to the other agencies and freelancers and works for a partner-centric company; their aim is to make the (outsourcing) agency’s life easier by offering easy-to-manage, reliable, and cost-effective white label digital marketing services with consistent results.
How does white label marketing work?
White label marketing agencies have two kinds of models the first one is the front end and the second one is the back-end working model. Both the working models are similar except for how the communication with the end-client happens.
Front-End:
In the front-end working model, the individuals from the team of white label marketing agencies can talk to your end-client(s) about project details whilst posing as a part of your team. This will save you a lot of time as you or your team don’t have to act as a mediator between your client and the white label agency. These individuals are called the partner engagement manager, their job is to handle you, so they will take care of your clients, the projects you’re running and also updating you with the reports. They are trained to work as a part of your digital agency. You may have to assign them email ids and other assets that will enable them to talk to your client(s).
Back-End:
In the back-end model, the white label agency is completely detached from the client, there is no sort of direct communication. Here, you or your agency will have to act as a mediator between the end-client and the white label team. Not only the risk of miscommunication is high here, but the agency also has to spend time and resources for this additional communication.
How can they support your business?
White label digital marketing agencies can support your business in a lot of ways. As we know, they can not only offer you digital marketing services with consistent results but can also help you handle projects and clients. This, in particular, is very interesting, as once your on-board the client the whole process is automatic for you, and the client is being taken care of without much of your intervention; allowing you to focus on marketing and selling your services to the new clients and other things that can help you grow and achieve your goals.
Some agencies also assign you a project manager, so he can keep track of all your projects (of course the one that you’re outsourcing to the white label agency) this will save you money from hiring a project manager and will also solve the problem of project-related communication from the client to the white label agency which you might have to do if you choose to hire an in-house project manager.
The project manager will also send the reports to your clients, and will also communicate them the plan for the next month and can also promote other services that you offer to your existing clients helping you increase the ticket-size per account.
What is the difference between a digital marketing agency and a white label digital marketing agency?
Despite the similarity in the services they offer, the white label digital marketing agency is different from a direct digital marketing agency in many ways. For instance, a direct digital marketing agency may follow a hybrid model, where they not only offer their services directly to the end-clients but will also offer their services to the bigger agencies however a white label digital marketing agency will only offer their services to the digital agencies, individuals and other organizations; no ethical white label digital marketing agency will approach the end-client directly for the project.
The few more differences are as follows:
- The white label digital marketing agency will be focused on the services they offer (as their aim is to offer services with expertise and also bandwidth), whereas the direct digital marketing agency will tend to expand their services portfolio by partnering with other companies to offer wholistic package to the client.
- The white label digital marketing agency needs to be the partner-centric company (that is it will be focused to make lives easier of the outsourcing organization), whereas the direct digital marketing agency will be customer-centric and will be focused to make life easier for the end-client.
- The white label digital marketing agency would invest in offering better services with consistent results where a direct digital marketing agency would rather invest in brand building and acquiring new clients.
What are the services white label digital marketing agencies can offer you?
White label digital marketing agencies offer services like the white label – SEO, SMO, content writing, Email Marketing, PPC(or SEM), SMM, Lead Generation, Website Development, ClickFunnel generation, Creative Designing, Branding, Media Buying, etc. They can provide high-quality services as they have expertise in each service that they offer.
Let’s go through a few of the important and widely offered services in brief:
White Label SEO (SEARCH ENGINE OPTIMIZATION): SEO aims to optimize your website to make it Search Engine friendly and ultimately improving the position of a website for a keyword on the search results page. SEO practices, help end-clients in keeping their business website, company profile, and other intricate details of the business on the top list of search engines. With the Google Algorithm becoming stricter day by day, it is difficult to follow all the guidelines and offer results. Also, it is tricky as it takes at least 6 months to see the results so the risk with the resource along with time and money is higher.
White Label SMO (SOCIAL MEDIA OPTIMIZATION): SMO is a process of increasing brand awareness online, it helps clients in increasing brand awareness, website exposure, and generate quality leads. It also helps in building & managing and creating an emotional connection between the client’s brand and their customers. A dedicated social media expert or team needs to be placed to help the clients, they will need to be updated with Social Media platforms, guidelines, trends and also keep a close eye on competitors and users engaging with the brand on hand.
White Label Content Writing: Content writing is an art. It will take a lot of dedicated time to learn the readers, research on topics and good command on the language to craft beautiful content. Hiring a white label digital marketing agency seems a better option in this case.
White Label PPC (or SEM): Pay-per-click or Search Engine Marketing is essential for all businesses as it enables us to pay only for the clicks that will drive results and hence giving better returns on spends. One can also determine how much you want to spend for a click from a specific keyword giving the control like never before on the ad spends. PPC is becoming robust and complex day by day. Old rules are already obsolete so it is important for a PPC expert team to be updated in the tools privacy policy, advertising guidelines and other nuances of the PPC advertising to drive results and offer positive ROI and ROAS.
You and your agency can save a lot of time, efforts, money and resources by outsourcing these services to a white label digital marketing agency.
What are the advantages of a white label digital marketing agency?
The most important advantage of a white label digital marketing agency is they bring expertise with the bandwidth. They are certain to add value to your digital agency’s brand name. The few more advantages are:
- Client satisfaction
- On-time delivery
- Adding extra services to your existing services
- You can save on:
- Hiring resources
- Office Setup and infrastructure
- Managing employees
- Let’s you focus on marketing and selling your products and services
- Fluid Bandwidth
A white label marketing agency can be the secret ingredient that will enable you to stay competitive in today’s market. It will take all our pressure of servicing the client, and will enable you to focus on your growth (which is a luxury that may not available with your competitors, yet). But choosing one is also important, as they need to outcome the expectations that you set with your clients whilst blend-in with your company culture.
Still, need reasons to convince you? Check out 10 Reasons You Should Partner With A White Label Digital Marketing Agency.
