What is a White Label Product?
The definition of “white label product” differs depending on the industry. A cosmetic company, for example, can buy formulas from a manufacturer and label them with their name.
White labeling refers to purchasing another agency’s services (or products), marking them up, and reselling them to your client under your brand in the context of digital marketing. Platform-driven software solutions, limited-scope vendors, and a full team of partners are all examples of providers.
Why Add White Label Digital Marketing Products to Your Agency?
In a short period, the digital marketing ecosystem can undergo seismic shifts. Marketers must adapt quickly as platforms innovate and discover new ways to provide a better user experience.
In our hundreds of conversations with agency leaders each year, we’ve heard the following reasons for adding white label products:
- You want to provide a more comprehensive range of services to your clients.
- You want to achieve exceptional results for your accounts.
- Your customer base has outgrown your internal capacity, and you want to scale with a predictable cost structure.
- You have a fantastic opportunity that you simply cannot pass up.
White-label products enable you to say “yes” to high-quality opportunities. You can plan for any new business development knowing that you have the resources to pursue even the largest and most difficult accounts.
Can You “White Label” Services You Already Provide In-House?
Absolutely! Your agency can supplement your in-house team’s capabilities with another team specializing in the same core competencies. For example, if your agency specializes in SEO and your team is overburdened, you can launch an SEO-focused partnership to assist in managing the high volume of analyst work and deliverables more efficiently.
White-Hot White Label Products You Should Know About
While digital marketing isn’t going out of style anytime soon, new trends regularly emerge that are worth noting. As your client’s go-to digital expert, becoming familiar with these trends can provide enormous value and allow your agency to land new accounts and expand existing ones. When your client inquires about these popular services (and there’s a good chance they will), being ahead of the curve will boost your credibility and authority.
Here are some of the hottest digital marketing products you should be aware of:
TikTok Advertising
TikTok has quickly become one of the most popular paid social media advertising platforms. It is the one we are most frequently asked about when speaking with agency executives, and its short-form videos generate unprecedented engagement among 1 billion global users each month.
Creating a high-performing TikTok campaign necessitates using killer creatives and advanced targeting knowledge. This ensures that your client’s advertisements are shown to the most qualified audience members to support the desired key performance actions.
OTT Advertising
OTT advertising, also known as connected TV, is expected to grow even more in 2022. As audience experiences become more personalized and viewers become more accustomed to streaming on-demand content from the comfort of their own homes, these platforms are solidifying their position as both a natural extension and a true competitor to traditional cable programming.
OTT campaigns reach audiences on the biggest screen in the house at times when they are most engaged. You can use a white-label agency’s expertise to target viewers on multiple levels, including geographic regions, platform-specific audiences, demographic characteristics, time of day, and much more.
Social Content
It would be an understatement to say that the iOS 14.5.1 update fundamentally changed digital marketing. Even though we first mentioned it nearly a year ago, it is still one of the most widely discussed paradigm shifts for marketers.
The update gave iPhone users the option to opt out of cross-platform tracking. This emphasized the importance of first-party platform data and combining paid and organic channels to deliver performance for your client’s campaigns.
Social content is an excellent complement to your client’s paid social campaigns. Engaging, organic posts keep your client’s brand top of mind and can help you maintain strong relationships with current customers.
Digital Marketing Products That Never Go Out of Style
A wide range of white-label digital marketing products remains relevant over time and trends, like a well-tailored suit. These include, but are not restricted to:
Paid Social (Other than TikTok)
Though TikTok is the cool new kid on the social block, many other platforms are still relevant for paid social campaigns. Meta (Facebook and Instagram), LinkedIn, and Twitter continue to have millions of active users.
Unlike TikTok, these platforms allow for a wider range of content as campaign drivers than just video. Instagram, for example, allows advertisers to run static images, videos, and shopping campaigns from a single platform.
Paid Search (PPC)
Google is still the most popular search engine among internet users, and the platform’s sophisticated algorithm produces high-quality results in seconds.
You can position your client’s business in front of audiences looking for solutions if you have an optimized budget and an intelligent keyword strategy. With some clever copywriting and attention to detail, their unique value will cut through the digital noise and inspire additional action.
Search Engine Optimization (SEO)
Unlike paid channels, white label SEO focuses on driving high-quality organic traffic to your client’s website without using active advertising. The site becomes the central hub for all organic Google searches by leveraging a combination of strategic content, prime-opportunity keywords, and technical optimizations.
Quality organic content on your client’s website aids in the development of brand authority and dependability. Organic listings generate more clicks and eCommerce traffic than paid listings.
Programmatic Display Advertising
Display advertising combines eye-catching creatives with time-tested targeting strategies across various programmatic channels. Display campaigns, as opposed to text-based ads, can add additional context through imagery to showcase the unique value of your client’s products and services to the most-wanted audiences.
YouTube Advertising
YouTube is not only the most popular video content provider on the internet, but it is also a massive search engine in its own right. People are most likely on the platform when looking for information in video format.
If you hear someone say, “I fixed my dryer after watching a video online,” they will likely find the tutorial on YouTube. YouTube has a variety of ad formats available, with video being the most prominent creative option. Because so many users are visiting the platform for information, a well-crafted campaign positions your client as a proper solution for their needs.
How to Start Your Own White Label Reseller Program at Your Agency
Find the Right Partner
Finding the right white-label partner for your agency is the first step in launching your reseller program. Look for features and services like:
- Emerging platform early adopters
- Certified analyst teams in-house
- There will be no offshoring or outsourcing of your client’s campaigns.
- A comprehensive product suite that is constantly evolving
- Practices for improving reporting performance
- Resources for effective reselling in sales support
- Communication that is proactive and unified
You can begin working with their team to implement new campaigns when you’ve found the right white-label partner for your company. The partner should also have tight onboarding and campaign launch processes to drive performance as soon as possible.
Add Your Partner’s Products to Your Offering
Include the products of your partner in your agency’s digital offering. Because you are white labeling these services, you can brand them as your own without ever disclosing your affiliation. This helps to position your agency as providing a comprehensive suite of solutions to your clients.
Use Your Partner’s Resources to Resell with Confidence
When you start your white label product reseller program, your partner will give you sales support materials like:
- Playbooks for specific products
- A detailed wholesale pricing rate card
- Case studies to demonstrate past performance
- A partner portal to help you manage your new partnership effectively.
Use these resources to give your sales team the knowledge and authority they require to sell more confidently. This will enable you to effectively respond to any questions your client may have when discussing new campaign opportunities for their company.
Press “Play” and Let Your Partner Get to Work!
Once you’ve decided on a new campaign strategy for your client, submit an insertion order to your partner’s team and leave the rest to them! Their established processes will ensure that the campaign is built according to industry best practices, allowing you to devote more time to sales and the core operations you enjoy most about running your agency.
Add Elite White Label Products to Your Agency Today
ROI Minds is the premier white label digital marketing agency for successful agencies worldwide. We provide your agency with the means to scale by confidently providing a complete team of expert analysts and proven processes.
