Updated 12/6/2023
White Label Digital Marketing Products Can Supercharge Your Agency’s Ability to Scale
In our previous post, we covered how white label digital marketing can play an instrumental role in scaling your agency. Today, we are going to shift gears and focus on specific white label products that you should know about for 2023 and beyond.
Here are some of the key topics we’ll be covering:
What is a White Label Digital Product?
The definition for “white label product” varies by industry. For example, a cosmetic company can purchase formulas from a manufacturer and place their own label on them.
In the context of digital marketing, white labeling refers to purchasing another agency’s services (or products), marking them up, and reselling them to your client under your own brand. Providers can range from platform-driven software solutions to limited-scope vendors or a complete team of partners.
Why Add White Label Digital Marketing Products to Your Agency?
The digital marketing ecosystem can experience seismic shifts in a short span of time. As platforms innovate and discover new ways to deliver a better user experience, marketers need to quickly adapt alongside.
In our hundreds of conversations with agency leaders each year, some popular reasons for adding white label products that we’ve heard include:
You want to offer a more complete suite of services for your clients
You want to drive elite performance for your accounts
Your account base has grown beyond your internal capacity
You want to scale with a predictable cost structure
You have landed an incredible opportunity that you just can’t pass up
Simply put, white label products give you the ability to say “yes” to quality opportunities. You can prepare for any new business development with the confidence that you have the support system behind you to chase even the largest and most demanding accounts.
Interested in Learning More About White Label Products for Your Agency?
Can You “White Label” Services You Already Provide In-House?
Absolutely! Your agency can augment your in-house team’s capabilities with another team that specializes in the exact same core competencies. For example, if your agency specializes in SEO and your team is working over-capacity, you can launch an SEO-focused partnership to help manage the high volume of analyst work and deliverables more efficiently.
White-Hot White Label Products You Should Know About
While digital marketing won’t be going out of style anytime soon, trends do often emerge that are worth noting.
As your client’s go-to digital expert, familiarizing yourself with these trends can provide immense value and give your agency the ability to land new accounts and expand existing ones. When your client asks about these popular services (and there’s a good chance that they will), positioning yourself ahead of the curve will enhance your credibility and authority.
Here are some of the most white-hot digital marketing products you should be paying attention to:
TikTok Advertising
TikTok has emerged as one of the most popular paid social media advertising channels to date. In fact, it is the one we are most asked about when talking with agency leaders. Its short-form videos are driving unparalleled engagement among 1 billion global users monthly.
Developing a high-performing TikTok campaign requires a combination of killer creatives and advanced targeting knowledge. This ensures that your client’s ads are served to the most qualified audience members to support the most desired key performance actions.
OTT Advertising
OTT advertising, also known as connected TV, is primed to continue exploding in 2022. As audience experiences become more personalized and viewers grow more accustomed to streaming on-demand content in the comfort of their homes, these platforms are cementing themselves as both the perfect extension and true rival to traditional cable programming.
OTT campaigns target audiences on the biggest screen in the house during points where they are highly engaged. With a white label partner, you can leverage their expertise to target viewers on multiple levels, such as geographic region, platform-specific audiences, demographic characteristics, time of day, and much more.
Social Content
Saying that the iOS 14.5.1 update fundamentally transformed digital marketing forever would be an understatement. Though we first mentioned it nearly a year ago, it remains one of the most-discussed paradigm shifts for marketers.
The update allowed iPhone users to opt out of cross-platform tracking. This both placed an emphasis on first-party platform data and stressed the value of combining paid and organic channels to deliver performance for your client’s campaigns.
Social content is the perfect pairing for your client’s paid social campaigns. Engaging, organic posts keep your client’s brand at the top of mind and can continue to foster strong relationships with existing customers.
Spotify Advertising
Spotify advertising is a smart choice for agencies because it connects clients with a large and diverse audience. The ads, whether they're streaming or in podcasts, are part of the listening experience, so they feel less intrusive. This means listeners are more likely to pay attention.
Ad targeting on Spotify works by using a combination of user data and behavior patterns to deliver relevant ads to specific audiences. Spotify collects information about its users' listening habits, like the genres they prefer, playlists they listen to, and podcasts they subscribe to. This data, along with demographic information like age, gender, and location, enables advertisers to target their ads more precisely.
Digital Marketing Products That Never Go Out of Style
Like a well-tailored suit, there is a broad range of white label digital marketing products that continue to remain relevant, withstanding time and trends. These include, but are by no means limited to:
Paid Social (Other than TikTok)
Though TikTok is the sharp-dressed new kid on the social block, many other platforms still retain plenty of relevance for paid social campaigns. Channels like Meta (Facebook and Instagram), LinkedIn, and Twitter continue to boast hundreds of millions of regular users.
Unlike TikTok, these platforms allow for a greater content variety than just video as campaign drivers. For example, Instagram allows advertisers to run static images, videos, and shopping campaigns all from a single source.
Paid Search (PPC)
Google remains the go-to search engine for most internet users. The platform’s sophisticated algorithm delivers quality results in a manner of seconds.
With an optimized budget and intelligent keyword strategy in place, you can position your client’s business in front of audiences that are looking for solutions. Apply some clever copywriting and attention to detail, and their unique value will cut through the digital noise to inspire further action.
Search Engine Optimization (SEO)
Unlike paid channels, white label SEO emphasizes generating high-quality organic traffic content to your client’s website without an active ad expenditure. Leveraging a combination of strategic content, prime-opportunity keywords, and technical optimizations, the site becomes the central hub for all organic searches on Google.
Quality organic content on your client’s website helps build brand authority and reliability. In fact, more clicks and eCommerce traffic are generated from organic listings than paid.
Programmatic Display Advertising
Display advertising blends eye-catching creatives with tried-and-true targeting strategies across a variety of programmatic channels. Unlike text-based ads, display campaigns can add further context through imagery to showcase the unique value of your client’s products and/or services to the most-desired audiences.
YouTube Advertising
YouTube is not only the leading video content titan on the internet, but it is also a massive search engine itself. When people are searching for information in video format, they are most likely on the platform.
If you hear someone say “I fixed my dryer after watching a video online,” they probably discovered that tutorial on YouTube.
YouTube offers multiple ad formats, with video being the most prominent creative option. Because so many users are visiting the platform for information, this positions your client to be a true solution for their needs with the aid of a well-crafted campaign.
How to Start Your Own White Label Reseller Program at Your Agency
Find the Right Partner
The first step to launching your own reseller program is to identify the right white label partner for your agency. Look for features and offerings, such as:
Early adopters of emerging platforms
In-house teams of certified analysts
No offshoring or outsourcing your client’s campaigns
A holistic product suite that continues evolving
Performance-proving reporting practices
Sales support resources for effective reselling
Proactive and unified communication
When you identify the right white label partner for your business, you can then start aligning with their team to implement new campaigns. The partner should also have airtight onboarding and campaign launch processes to start driving performance as soon as possible.
Add Your Partner’s Products to Your Offering
Include your partner’s products in your agency’s digital offering. Because you are white labeling these services, you can brand them under your own business without ever having to disclose your partnership. This helps to position your agency with a complete suite of solutions for your clients.
Use Your Partner’s Resources to Resell with Confidence
When launching your white label product reseller program, your partner will provide you with sales support materials, such as:
Product-specific playbooks
A detailed rate card for wholesale pricing
Case studies to prove past performance
A partner portal to effectively manage your new partnership
Use these resources to equip your sales team with the knowledge and authority they need to sell with greater confidence. This will allow you to provide effective answers to any questions that your client may have when discussing new campaign opportunities for their business.
Press “Play” and Let Your Partner Get to Work!
Once you’ve landed on a new campaign strategy for your client, submit an insertion order to your partner and let their team handle the rest! Their established processes will ensure that the campaign is built in compliance with industry best practices so that you can spend more time focusing on sales and the core operations that you love most about running your agency.
Add Elite White Label Products to Your Agency Today
At Conduit, we serve as the elite white label digital marketing partner for successful agencies around the globe. With a completely US-based team of expert analysts, proven processes, and 24/7 live reporting, we equip your agency with the means to confidently scale.
If you are looking to add white label products to your current offering, visit our Agency Partnership page for more information or schedule a 20-minute call to tell us more about your business.
