Have you hit a brick wall when trying to scale your marketing agency?
That’s a perfectly normal thing to happen, especially when your client list begins to stretch your team too thin.
Not only that, but sometimes clients request services that you don’t have the capabilities to offer yet – like link-building, web design, social media marketing campaigns, or content marketing.
If you aren’t able to provide these essential services, it won’t take long before your clients start to look elsewhere to meet their needs.
However, expanding your in-house team involves massive overhead costs.
The good news is the benefits of white label-marketing services will solve this growth/scale conundrum.
A white-label marketing agency will provide marketing services for your clients, but here’s the catch – you get to present their work to your clients under your brand name.
While you do pay for the white-label marketing service, it’s a fraction of the cost of what it takes to hire and onboard new staff. Moreover, your own brand gets to take credit for 100% of the work, boosting your reputation as a result.
White-label marketing solutions can help you scale your agency so you can continue to grow, so read on to learn more about the ways white-label marketing will benefit your agency.
White-Label Marketing Use Cases
There are countless ways that you can use white-label solutions to improve the quality and range of marketing services you provide to clients.
A common example is a digital marketing agency that offers some SEO services but lacks the expertise or infrastructure to practice proper link-building.
That means their existing clients may have outstanding content that targets the right keywords, but they’ll always rank behind websites that have stronger backlink profiles. That puts the digital marketing agency in a tough spot, as they don’t have the budget to hire an in-house team of expert link-builders.
Beyond that, the skill is too demanding to pick up and learn in a few weeks.
Building links is a time-consuming process that involves lots of outreach, planning, writing, and monitoring.
That’s why most digital marketing agencies in this position choose to outsource link-building to a white-label link-building service. This service will have a team of link-building experts that know how to acquire authoritative, relevant backlinks for clients.
Other use cases
Besides link building, you can white-label a ton of different marketing services, including the following:
PPC (pay-per-click). If your agency doesn’t offer PPC services, outsourcing to a white-label agency will help them acquire quick boosts of traffic early on while your SEO efforts take time to marinate.
Lead generation. Your clients need a steady flow of leads to keep growing their businesses, so effective lead-gen is a necessity. If your team doesn’t have time to generate leads, you can use a white-label partner.
Website design. If your clients need new websites, using a white-label design agency will be more reliable than going the freelancer route.
Content marketing. Blog writing, shooting videos, and recording podcasts all take precious time away from your team, so using a white-label service to create your content can help out a lot.
Social media campaigns. There are plenty of white-label partners out there that feature LinkedIn, Facebook, and Instagram experts that are always ready to help your clients.
As you can see, you can use white-label marketing to add just about any service to your agency. That means you could even position yourself as a full-service digital marketing agency to your clients – as your brand will take all credit for the work you outsource.
The Top Benefits of White-Label Marketing
Whether you’re out to save money or expand your digital marketing services, white-label marketing can yield many benefits when done right.
Small businesses and agency startups aren’t the only ones to benefit from white-label marketing, though.
Even larger agencies can save time and money by white-labeling some of their services to third-party companies. That’s especially true when the white-label partner is home to experts whose talent exceeds your in-house team.
For instance, why would you want your team to bother with link-building projects when you know your white-label partner can do them so much better?
It’s crucial to ask yourself these types of questions when considering which services you want to outsource.
Here’s an in-depth look at the top benefits of white label-marketing partners.
Expand your services & marketing tools
One of the most significant perks of white-labeling is that you get to expand the services you’re able to offer clients – and you even get to take credit for the work the white-label agency does for you.
That’s a huge advantage for smaller agencies lacking the funds & talent to offer services like high-quality web development, link-building outreach, and technical SEO services – just to name a few.
Your white-label partner will provide you with regular reports covering their progress on your client’s campaigns.
Not only that, but the best white-label agencies will offer real-time reporting and end-to-end service. That means you can monitor their progress at any time, and their experts will get in touch with your clients to answer questions and solve problems.
Besides adding new services, you can also use white-label SaaS (software-as-a-service) solutions to add new marketing tools to your repertoire.
An example would be using a white-label SaaS platform for marketing automation capabilities.
Once you start using the tool, you’ll be able to automate tasks for your client’s email marketing campaigns & CRM platforms.
The best part is you’ll get to rebrand the tool with your logo, brand name, & brand colors.
There are dozens of white-label marketing tools that you can use for:
Reporting (i.e., social media reports, eCommerce reports, SEO reports, etc.)
Media monitoring (what’s said about your client’s brands online)
Building landing pages
Invoicing & billing
White-label marketing is more cost-effective than expanding your team
Another notorious benefit of white-labeling anything is how cost-effective it is, especially in comparison to hiring new staff.
For instance, let’s say your clients have been clamoring for you to add comprehensive web development to your services.
Since your existing team has no experience with developing websites, you’ll need to either outsource or hire a full-time team of web developers, which is a massive expense.
The average web developer makes anywhere from $55k - 120k per year, according to Indeed. Moreover, you won’t need to hire one web developer; you’ll need an entire team, complete with management.
Just to preview all the costs that go into recruiting new staff, take a look at the following:
Recruiting and interviewing candidates
Onboarding new staff
Competitive salaries (you won’t attract top talent otherwise)
Insurance and other benefits
Not only is that extremely expensive, it’s also time-consuming. There’s also no guarantee that you’ll wind up with expert web developers that will make your clients happy.
Choosing a white-label marketing partner is a far easier and more affordable option. Besides the cost savings, you’ll also know that your clients will be in the hands of experts (assuming you selected the best white-label service provider).
It’s a great way to scale your business so you can keep growing
The growth/scale conundrum is something every business has to solve once they reach a certain point, and marketing agencies are no exception.
Once you start taking on more clients, it’ll start to become more difficult to meet all their demands – hence the need to scale your operations.
Yet, in order to scale, you need to acquire more staff, tools, and technology, which don’t come cheap.
That’s why white-label marketing is so useful for marketing agencies in the growth/scale conundrum stage. It’s a solution to the vicious cycle that some companies never escape – as the more they grow, the more they need to continue to scale.
With a white-label partner by your side, you can expand your team and add more services without bankrupting your company due to overhead.
As a result, you’ll be able to keep growing while scaling your business at the same time.
Your white-label partners can pick up the slack wherever your in-house team struggles, giving you the extra power you need to satisfy your clients.
Since it’ll cost less to add more clients to your agency, you’ll start to see increased revenue – which will continue to make business growth easier.
White label partners > freelancers
When going the outsourcing route, you’ll have a crucial decision to make.
Do you hire a white-label partner, or do you choose to use freelancers instead?
While there are plenty of reliable freelancers out there that are loyal and will do fantastic work, they can be difficult to find at times.
Out of every 100 freelancers you work with, maybe a dozen stick with you for the long haul.
Common issues you’ll run into with freelancers include the following:
Disappearing without contact
Taking other jobs that pay higher
Misunderstanding your instructions
The best white–label partners, on the other hand, will have a team of experts that they hold to rigorous standards.
As a result, your work will always be completed on time, and you’ll enjoy open lines of communication with your white-label agency.
That’s not to say that there aren’t unreliable white-label marketing agencies out there, just that it’s relatively easy to find a trustworthy white-label partner that will stick with you for years to come.
When looking for white-label marketing agencies, don’t forget to check out their case studies, testimonials, and user reviews on third-party websites.
Do your homework right, and you’ll wind up with an excellent partner to help you knock it out of the park for your clients.
Access to the latest tools and technology
One of the most crucial benefits of white-label marketing is that you’ll gain access to state-of-the-art tools and technology.
That’s because the best white-label partners will have the latest and greatest tools in their area of expertise.
For instance, if you try to tackle web development & design in-house, besides hiring full-time staff, you’ll also need to invest in the necessary hardware and software to get the job done right.
That will only add to the massive overhead it already takes to compile an in-house team for specific marketing services. If you try to cut corners, your team will have substandard tools to work with, which won’t yield desirable results.
Yet, a white-label web design company will have state-of-the-art tools for their experts to use, wowing your clients with the websites they create.
In addition to modern tech stacks, white-label providers also boast lots of experience and connections in their areas of expertise.
As an example, acquiring backlinks is far easier when you use a white-label partner that has established relationships with online directories, bloggers, reporters via HARO, and local businesses citations.
It takes years to forge these types of relationships, which is why it’s worth outsourcing to white-label agencies.
Boost your CX and client retention rates
If you want your agency to see the most revenue, retaining your existing clients is even more important than acquiring new ones.
Research shows that only 5 - 20% of revenue comes from new customers, while 60 - 70% of purchases come from your existing customers.
That means keeping your current client base happy should be one of your top priorities – and one of the best ways to do so is to enhance your services through white labeling.
For example, if you offer SEO but your clients are begging you to incorporate link-building, ignoring their requests will cause you to lose their business.
Outsourcing your link-building services to a white-label partner will satisfy your clients and keep them on your team, which is what you want.
The more high-quality services you can add to your business, the better your CX (client experience) will be, which will improve your retention rates.
Keep Up with Algorithm Updates
This benefit applies to SEO, but it’s still a relevant point to make.
Google is constantly updating its search engine algorithms, and its SEO & link-building strategies need to adapt to the changes they make.
The most recent example is Google’s spam update from late 2022, where backlinks that websites purchased suddenly became irrelevant (they no longer provide link juice to clients’ backlink profiles).
If your marketing team isn’t on top of every update, your clients could see steep drop-offs in their search engine rankings.
With a staunch white-label marketing partner by your side, you’ll be able to keep up with all of Google’s algorithm updates.
Concluding Thoughts: The Benefits of White-Label Marketing
Outsourcing using white-label marketing is an excellent way for new marketing agencies to position themselves as full-service without enduring massive overhead costs.
It’s also great for accessing the latest technology, boosting your CX, and adding new marketing tools to your repertoire.
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