Strategic White Labeling Can Grow Your Agency: Here’s How
With a plethora of digital marketing solutions available on the market, it is becoming harder and harder to know what solution is right for you and your clients.
In recent years, white label digital marketing solutions have become some of the leaders in the industry, enabling agencies across the country to offer strategic white label products under their own brand.
However, as the landscape continues to evolve, it is becoming more and more valuable to have a strategic white label digital media agency on your side.
Both white label marketing solutions and strategic white label digital marketing solutions have their merits. As you research the merits behind each solution, the same question will appear over and over; which digital marketing solution is right for your agency?
White labeling has been a growing trend in the digital marketing industry for some time. Many agencies offer white labeled services to their clients.
If you have seen the terms “white label” or “white label marketing” appear over and over when doing your research on choosing a digital partner you may be asking yourself, “What is white label marketing?”
WHAT ARE WHITE LABEL DIGITAL SOLUTIONS?
White labeling is the practice of offering rebranded products or services and passing them off as your own.
Through this process, the company white labeling a product can provide their audience with a new product or service without needing to reinvent the wheel or develop a complete in-house team.
For example, say you have several clients who wish to run a PPC campaign.
Not having much experience in the PPC space, you decide to white label a PPC solution.
By working with a reseller company to offer white label PPC marketing solutions, you can rebrand or repackage their services as your own.
Therefore while your customers are receiving the services from your company, Agency A, the solutions are provided by the White Label Company, unbeknownst to your clients.
HOW WHITE LABELING WORKS
White-label products or services are produced by a provider, or reseller company, and are rebranded and resold to consumers by another company, for example, Agency A.
White labeling gives the provider access to a large distribution network or additional revenue streams while their reseller partners such as Agency A can expand their product or service offerings to their own customers.
The key to white labeling is anonymity; consumers who buy the end product are completely unaware is was originally produced by a white label provider.
Many products or brands are white-labeled and resold without the consumer even realizing it.
WHAT WHITE LABELING CAN DO FOR YOUR AGENCY
Now that you understand the concepts behind white labeling products and services, you are probably wondering, “What can White Labeling do for me?”
Access to Industry Innovations
If you wanted to offer solutions without white labeling, it could mean lots of time spent building your own internal team.
That means finding the right employees, having the right systems in place, and giving your team room to innovate and shine.
Unfortunately, this process can take years and in the end, your internal team might not be able to outperform a strategic white label.
When you white-label your products, you gain access to the latest industry innovations since you are working with an experienced leader in the industry.
Great Results on a Budget
Without having to recruit, hire, and train an entire team, you will be saving time, money, and lots of headaches by going with a white label solution.
As more and more agencies look for expanded marketing solutions, you need to be offering a solution that is more affordable and better performing than your competitors.
White labeling enables you to get results you can trust while saving a ton of money is employee expenses.
Create New Revenue Streams
Perhaps the most important aspect of choosing to work with a white label digital company is your ability to create new revenue streams.
When working with a top-tier or strategic white label company, you will be able to offer all of their impressive services as your own.
This enables you to offer more services to your customers, as well as create new revenue streams for your agency.
WHITE LABEL VS PRIVATE LABEL
Generally, the terms “white label” and “private label” are used interchangeably and are often the same thing when referring to services.
The difference is that “private label” is commonly used when referring to tangible products.
For example, when a cereal company like Kellog’s “private labels” their cereal to a retailer so that the retailer can offer the same cereal under their own brand or a generic brand.
In the digital marketing space, the term “private label” is not often used when referring to a reseller company.
No matter how you look at it, a product or service is being sold and is made to be re-brandable so that the seller can sell it to the consumer under their own name.
WHITELABEL VS CO-BRANDING
While white-label and private label are the same thing, a co-branded product cannot be white-labeled.
Co-branding is when the original supplier’s brand is added to the product as well as the branding of the co-seller.
This method effectively leverages the brand power of the better-known brand to assist in the sales of the lesser-known brand.
An example of co-branding is when Red Bull and Go Pro joined forces to sponsor the “Stratos” event, where performer Felix Baumgartner jumped from a space pod with a GoPro strapped to his body.
This event proved to be extremely popular and boosted both Red Bull and GoPro’s brands, especially as GoPro was just starting to make a name for themselves.
Co-branding enables you to leverage a vendor’s brand and expertise to boost your own products or services.
It allows you to reduce resources and perform faster on-boards since your co-branded vendor already has the infrastructure to quickly onboard clients.
There are also some negatives when it comes to co-branding.
When you resell a vendor’s brand you may actually be strengthening their branding.
You also generate less profit since the vendor’s margins and pricing is controlled.
It is also important to keep in mind that a co-branded vendor may end up taking your own customers from you in the long run.
WHITE LABEL VS CO-BRANDING
- Ability to resell services under own brand
- Set your own margins
- Don’t have to build an in-house team
- Offer more services
- Requires end-customer support
- Can be challenging to build a personal brand
- Partner with top brand
- Leverage the top brand’s existing background and expertise
- Reduce resources
- Fast onboarding
- Controlled margins
- Dealing with competition
- Generates less profit
WHITE LABEL VS OUTSOURCING
Outsourcing is when you pay someone else to perform a function of your business, whether it is a one-time thing or a continuous service.
A product that is outsourced may or may not be white-labeled.
An outsourced product only becomes white-labeled when you buy a product or service and then sell it to others with your brand on it.
If you are looking to outsource a function of your digital agency, you are simply re-selling the services under the original company’s brand.
If you are outsourcing and white labeling, then you are re-selling services from the original company under your own brand.
It is possible to outsource without white-labeling but it is impossible to white-label without outsourcing.
You could even consider white-labeling a form of outsourcing.
FREQUENTLY ASKED QUESTIONS ABOUT WHITELABELING
You aren’t the only agency owner looking for white label digital solutions.
Here are just a few of the most frequently asked questions from people just like you looking to offer white label solutions to their clients:
What support is offered by the vendor?
Just like any business partner you deal with, you want to ensure your white-label partner is there when you need them.
Every white-label company offers differing levels of support.
It is important to do your research before you choose a white-label solution.
How do I pay for services?
Every white-label company is unique and offers its services at different rates.
Some like to take a percentage of the sales of the white-labeled service, others charge monthly or hourly fees, and others may have a unique pricing strategy.
Study your pricing options to ensure your agency has the support and deliverables your clients need at a price that won’t break the bank.
What services can I white-label?
Some agencies are product specific and don’t offer a complete digital marketing solution.
While it may be tempting to think that a service-specific white-label provider may be the right partner, it is actually better to work with a partner who has a holistic view of the digital marketing landscape and can provide insights on more than just one core product.
REASONS WHY YOUR AGENCY SHOULD WHITE LABEL
White-labeling services with a trusted partner can have numerous benefits for your agency and your clients.
If you are looking to expand your offerings, white-labeling enables your agency to attract new customers by increasing the scope of your current offerings.
For example, if you are a creative agency looking to offer SEO services to your existing clients, then white-labeling SEO services may be right for your company.
Being able to offer an expanded list of services will help you to attract bigger clients as you go from a specialized agency to a full-service agency.
White-labeling also enables you to enhance your company’s brand.
Since you are offering an expanded product list without having to hire and train entire in-house teams, you are able to focus more on building and selling your brand.
Delivering exceptional results with your white-labeled services will also help you to build your brand as a trusted player in the industry.
By white-labeling digital services, you can focus more on your core competencies, with the peace of mind that the services you are white-labeling will perform.
Adding a proven service to your offering saves you risk, capital, and time.
You will be able to gain a team of trusted experts with the knowledge and experience needed to build successful multi-product digital marketing campaigns.
You get all the benefits of a dedicated team without the costs such as taxes, payroll, insurance, or other overhead.
Save yourself the headaches of recruiting, hiring, training, and professional development on employees outside your area of expertise.
PROS AND CONS OF WHITELABELING
- Diversify your service offerings
- Increase your client’s dependability on your services
- Expand into new revenue streams
- Differentiate yourself from your competition
- Faster to market
- More cost-effective
- Integrate with existing brand
- Bypass steps required to build an internal team
- Enhance overall brand
- Time to focus on core competencies
- Proof of performance
- Partner with industry leader
- Consumers will associate mistakes or underperformance with your brand
- Limited pricing flexibility
- Need for close continuous support from white label partner
- Need internal support for customer concerns
- Harder for lesser-known brands to leverage themselves as leaders
- Possible branding restrictions
- White label supplier may be a competitor
WHAT TO LOOK FOR IN A WHITELABEL PARTNER
If you have decided that white-labeling your digital marketing services are right for your company, it is important to understand what to look for in a white label partner.
Here are a few important things to look for when you are looking for a white label partner:
Partner with Similar Goals
It is important to find a white label partner that has similar goals and vision with your business.
Your white-label provider will be a strategic business partner, so you need to be sure that your ideals align with any potential white label partner.
They Provide a Service that is Right for Your Business
Obviously, you want to offer the best to your clients.
Therefore, if you are planning on offering services through a white-label provider, you need to be sure that the quality of the service is excellent.
Is your white-label provider consistently making improvements and innovations?
Are they user-friendly and accessible?
They Have a Solid Reputation
A good reputation speaks for itself.
Being able to be known as a reliable and trustworthy partner is something that many people strive for, but only a few actually achieve. It is important to do your research on a company’s background, reviews, and track record before re-selling their services under your brand.
They are Experienced
There is nothing more important when choosing a white-label partner than them having previous experience as a white-label provider.
White-labeling services are a lot more complex than simply passing on your customers to an existing product.
White-label partners must have extensive processes in place for performance and communication.
Well-thought-out strategies and proven results are a must for any potential white-label partner.
They Offer Exceptional Service and Support
Does your potential white-label partner have organized methods of onboarding and deliverables?
Having an iron-tight process for delivery and execution is a must for any potential partner.
Your partner must have enough resources to support your company’s growth as well as clear communication with you and your team
In today’s fast-paced modern world, data is king.
It is more important than ever before to have clear and transparent reporting and analytics so that you can improve performance and deliver the best results to your clients.
Without being able to show how the product is helping their business, clients will have little reason to stick around.
Clear Contract Terms
When a potential partner’s contract terms are vague and confusing, it is usually a good indicator that they are not a good partner to work with.
As long as the terms and conditions of the contract are clear, both parties can know exactly what to expect out of the partnership.
Don’t get stuck with a shady business partner.
WHAT TO AVOID IN A WHITE LABEL PARTNER
If you have decided that white-labeling your digital marketing services are right for your company, it is important to understand what to avoid in a white label partner.
Here are a few important things to avoid when you are looking for a white label partner:
Given the nature of the digital marketing landscape, it may be hard to find a digital partner that you DON’T compete against.
The important thing to look for when choosing an agency is to work with a partner that won’t attempt to compete directly with you.
Look for market exclusive agencies who only work with one partner per market rather than a company that works with everyone.
You don’t want to be paying your own competitor!
Too Good to Be True
You already know the classic saying, “If it sounds too good to be true, it probably is.”
The same applies when choosing a digital partner.
If the services they are offering are priced incredibly low or they are promising unusually high results, chances are they are not a truthful or trustworthy partner.
Communication is key in any successful business venture.
If your potential white-label partner is an unreliable communicator, it can be a sign of things to come.
Look for an agency that places a strategic white on clear communication.
Make sure your service provider understands your brand and knows how to represent you.
A track record of previous brand consistency is important when considering any partner.
If you have specific standards or procedures, you should expect your white-label partner to adhere to these guidelines.
The services you white-label need to be a consistent extension of your brand.
LOOKING FOR A WHITELABEL PARTNER?
What to Look For
- Similar Goals
- Provide a Service that is Right for Your Business
- Have a Solid Reputation
- Offer Exceptional Service and Support
- Transparent Reporting
- Clear Contract Terms
What to Avoid
- Too Good to Be True
- Poor Communication
- Inconsistent Branding
WHO SHOULD I CHOOSE AS MY WHITE LABEL PROVIDER?
Ultimately, the agency you choose to provide you with white-label digital services has to align with your vision and goals for your company. With a vast sea of potential partners on the market, which white-label provider is right for you?
Perhaps you should consider working with a strategic white label company instead of just a run of the mill agency.
Just like your clients know that you are the best partner for their marketing needs, you need to be sure your white-label partner is the best partner for your needs.
That is why you might want to consider working with a strategic white label digital provider instead of a white-label solution.
You may be asking yourself, “what is a strategic white label company?
WHAT IS A STRATEGIC WHITE LABEL COMPANY?
A strategic white label company is an experienced, strategic white label provider that offers superior white label services.
Strategic White label is far more than just white label.
A strategic white label company has extensive experience creating data-driven results for comprehensive digital marketing campaigns.
While some white-label companies are product-specific or are smaller in scope, a strategic white label provider is a holistic digital marketing solution.
For example, Conduit Digital is a strategic white label digital company that offers comprehensive digital marketing solutions.
We offer far more than just single product solutions.
The extensive data we have acquired through running thousands of campaigns enables us to provide holistic digital marketing solutions that are far more effective than simple single product campaigns.
With a trusted reputation throughout the industry, you can rely on Conduit to provide services above and beyond a typical white-label provider.
HOW STRATEGIC WHITELABEL WORKS
Strategic white-label products or services provide services in the same manner as white-label providers. Services are produced by a strategic white provider and are rebranded and resold to consumers by another company, for example, Agency A. Strategic White labeling enables resellers to offer services beyond that of a typical white label provider while still retaining all of the benefits of working with a white label provider.
WHAT STRATEGIC WHITE LABELING CAN DO FOR YOUR AGENCY
Now that you understand the concepts behind strategic white labeling products and services, you are probably wondering, “What can Strategic White Labeling do for me?”
Regardless of if you are choosing a white-label company or are leaning toward a strategic white label company, it is important to have a partner that is accessible.
Strategic White label partners have proven methods of success; open communication and accessibility to the people working on your campaigns are a must-have feature for any potential service provider.
Comprehensive Digital Solutions
Many white-label providers are product-specific.
A strategic white label provider is experienced in an entire suite of digital marketing services and can provide assistance and expertise in every aspect of the campaign.
They are more than just single-product solutions; strategic white label providers offer a complete and comprehensive digital marketing solution for your agency and your clients.
By offering complete digital solutions, strategic white label agencies are able to collect vast amounts of data to assist in digital campaigns.
A strategic white label provider has proven multi-product results and can provide the necessary guidance to help you both offer new services and improve your existing offerings.
White-label providers simply don’t have the track record that strategic white label providers do.
Strategic White label providers know that they are better than other white-label providers and they have the data to prove it!
Your strategic white label partner must have clear and transparent reporting practices.
If you don’t understand your clients’ data, you will never be able to help them.
Look for a partner who not only clearly represents their reporting, but takes the time to help you and your clients understand it.
STRATEGIC LABEL VS WHITE LABEL
The major difference between strategic white label providers and white label providers is the quality of work.
Strategic White label providers are just that; strategic white!
That means their methods are more effective, communication is clearer, and they create consistent and proven results for you and your clients.
If you have already decided to go with a white-label provider, you might as well go with the best and choose a strategic white label provider.
STRATEGIC WHITELABEL VS WHITE LABEL
Strategic White Label
- All the abilities of a white label provider
- Clearer and more transparent reporting
- Multi-product digital solutions
- Holistic view of digital marketing
- Have name and brand recognition/reliability
- Constant and direct communication
- Partner with top brand
- Ability to resell services under own brand
- Set your own margins
- Don’t have to build an in-house team
- Offer more services
- Requires end-customer support
- Can be challenging to build a personal brand
FREQUENTLY ASKED QUESTIONS ABOUT STRATEGIC WHITELABELING
You aren’t the only agency owner looking for strategic white label digital solutions.
Here are just a few of the most frequently asked questions from people just like you looking to offer strategic white label solutions to their clients:
What is the difference between strategic white-label and white-label?
White label providers re-sell their goods and services to agencies just like yours, enabling you to offer expanded services under your own brand.
Strategic White label providers are white-label providers that give you superior results and accessibility.
What digital services do strategic white label agencies provide?
Strategic White label digital providers offer a complete suite of digital services.
You won’t have to go to one company for one product/service and another company for a different product/service.
With a strategic white label provider, you can get all of the services your agency needs with just one dedicated partner.
Are strategic white label providers easily accessible?
Despite being larger, more experienced, and offering more services, strategic white label providers are often more accessible than a typical white label provider.
They have existing processes that enable them to provide clear and constant communication and data reporting.
WHAT TO LOOK FOR IN A STRATEGIC WHITELABEL PARTNER?
When choosing a strategic white label partner, look for all of the signs of a good partner like transparent reporting, fair and affordable pricing, clear communication, and most importantly, proven results.
Obviously, only you will know which strategic white-label or white label partner is right for your agency and your clients.
Developing a trusting and fruitful partnership begins with choosing the right digital partner.
WHAT TO AVOID IN A STRATEGIC WHITE LABEL PARTNER?
You should be careful to avoid agencies that claim to offer strategic white label services without the background to prove it.
As strategic white label providers grow throughout the industry, watch out for the phonies!
If an agency claims to be strategic white-label, be sure they have the data, results, and transparent communication to prove it.
WHO SHOULD I CHOOSE AS MY STRATEGIC WHITE-LABEL PROVIDER?
As a division of the #21 fastest-growing agency in the world and one of the leaders in the digital marketing industry, Conduit Digital is proud to be one of the first and only strategic white label providers on the market.
The agency that you choose to work with has to be reliable, data-driven, accessible, and results-proven.
Conduit provides a complete digital marketing solution with proven results that you can see in real-time.
We have developed a modern, unique, and customizable Live Report that is completely interactive for both our agency partners and their clients and enables you to see your data in real-time 24 hours a day, 7 days a week.
Experience a higher level of strategic white label products and services with Conduit Digital.