As an agency owner and marketer, there's often a point in your business where you can't do everything you'd like to. Clients ask for new services and it can be tough to say yes when you don't have time.
Saying no to new work can often be the right choice. As a small company you should focus on what you do best, whether it's SEO, paid search, web development, etc.
That's where white-label marketing service providers can be the perfect partners for your agency. If you find the right ones and manage them properly, they can:
Increase revenue and profits
Help your business appear larger and more trustworthy
Increase customer satisfaction by offering more services
Be mutually beneficial for every party involved
In order to make this happen you need two things:
High-quality white label services: First off, you should always test every service before selling them to clients. You can do this by ordering the services for your own website or offering a discounted version to your client base. With a few exceptions, cheap services usually end up in a cheap job.
Another key piece is effective project management: You need to be proactive in communicating with both the company offering their white label agency services and your client. If something goes wrong with the other company it's better to be upfront and tell your client right away as problems can pile up fast.
In my experience, if you can get those two things covered, there's no reason you can't expand your offerings to the following seven white-label services for agencies.
Conversion Rate Optimization (CRO)
Let's say that you're doing a great job with SEO and PPC and traffic is coming in, but it isn't converting into leads. Fortunately, this challenge can be addressed with conversion rate optimization (CRO).
Through systematic A/B tests or multivariate tests, conversion rate optimization allows your clients to make the most of the traffic they already have. Another great thing about conversion rate optimization is that, if done properly, it can drastically improve the return your clients are seeing. This means it can increase your client's revenue, while also improving your other digital marketing efforts by delivering more conversions with the same level of traffic.
CRO can be quite a technical field and is often best left to experts unless you have experience and know what you're doing. If you're looking to learn, practice, and offer the service yourself Quick Sprout has a fantastic starter guide.
With CRO, you can charge your clients for a one-off assessment or on an ongoing monthly basis. When you're ready, you can track your client's conversion rate with a white labeled marketing dashboard. For example, you can see below our Google Analytics integration provides Goal Conversion Rate data for each traffic source:
Website Speed Optimization
Website speed is often an overlooked part of web development and online marketing as a whole. If you haven't seen Neil Patels' infographic on-site speed it's well worth a look, which shows that site speed can make a major difference in conversion rates. According to a study done by Google, over 50% of all users abandon a site that hasn't loaded in 3 seconds.
If your client's website is slow, maybe it's time to offer them a website speed-up service. Run your client's website through the Google PageSpeed Tool or Pingdom to find out their page load time. You can even use the infographic mentioned above to make a solid case as to why they need to speed things up.
The challenge is, that the work involved in optimizing website speed can also be quite technical. What is parsing of Javascript? Using cookie-free domains? These are the types of questions you may need to answer to speed up a site.
Not to fear! There are services out there that can help.
For example, White Label Coders offers a service that may be well-suited for digital marketing agencies. They'll do the optimizations completely behind the scenes – you just need to sell it.
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Getting customers to download an app is a great way to increase customer retention and loyalty. Many businesses know this and are always looking to have their own app developed.
One option for white-label app development is Buildfire, which is software that allows you to build a branded app without mobile development knowledge. All you have to do is choose a template, personalize the app and then hit publish. It's easy to do and is perfect for many industries including education, restaurants, and non-profits. It's also easy to include other features like loyalty programs and event calendars.
SEO Link Building
As another quick disclaimer, you should NOT sell any SEO services unless you've personally ranked multiple websites before and you know what you're talking about. We've written a guide on using SEO resellers, so be sure to take a look at that before offering this service.
As a former SEO consultant, I would never, ever recommend outsourcing the entire SEO process. There are way too many moving parts and a lot of risk involved with doing that. It doesn't make sense to outsource website audits when you're most likely going to have to carry out a presentation and answer questions about the audit.
That said, one thing that you may want to white label and upsell are link-building services. Keep in mind, with this type of service if you go the cheap route in buying link-building services you will most likely get burned.
Instead, I'd recommend finding a reliable provider of link-building services and sticking with them:
Page One Power is one of the most well-known custom link-building providers.
Sharp Rocket is another well-known link-building agency if you're looking for a cheaper option.
If you decide to offer link building to clients, always be sure to monitor the progress with a backlink monitoring tool. These tools allow you to analyze key link metrics such as the anchor text, and other metrics such as Trust Flow and Citation Flow. By closely tracking the links your white label agency service provider is sending you, this ensures they're quality backlinks and won't harm your client's website reputation.
Content Creation
It's 2021 and time to step up your content offerings, which means that 500-word content that just skims the surface on a topic just won't move the needle. If you want to compete for the first page of Google, you often need to follow the Skyscraper technique and make your content 10x better than the competition. Luckily, there are a few ways you can offer a content marketing service even if you may not have world-class talent in-house.
Neil Patel has a great blog post on hiring good freelance writers. You can use his guidelines for finding a great writer and post a job on the Pro Blogger job board. It might take some time to ensure that you have good writers, but you can usually pay around $100-200 per post and add on a fee for your clients.
Also, check out our list of white-label writing services.. There are multiple benefits to using a service like these listed as you have access to thousands of writers that have been vetted, so you can turn around content quickly to your client on demand.
You can also find a plethora of graphic designers on places like Upwork to test and hire to create accompanying visuals for blog posts, or design standalone pieces like infographics.
Social Media Management
Managing social media accounts can be a time-consuming process and may not be worth doing yourself unless you have plenty of clients that are looking for the service. In that case, you can hire a full-time social media manager, otherwise, it might make sense to resell white label social media management services. The reason I say this is because social management is generally quite inexpensive and smaller clients won't want to pay more than a couple hundred dollars a month to have it done.
For basic social media management you have a couple of options:
You can use Quuu to fill the social media accounts with content and then you can use Buffer to schedule relevant company news. Quuu is actually a free service (for up to 2 posts a day) where they'll curate content based on the topics you choose and share it on your social media channels. It's a great service and can be a big time saver.
You can outsource the entire thing to another company offering white label services. For example, 99 Dollar Social is a company that offers social media marketing for $99 a month and they have a reseller program that you can sign up for.
Pay-Per-Click Management (PPC)
I've had experience outsourcing PPC and have found the best way is to get another white label digital marketing company set up the initial build, while you maintain and optimize the campaign. Setting up a proper PPC campaign can be a time-consuming process, but optimizing it doesn't have to be. Updating ad copy, monitoring search terms and adding negative keywords takes a few hours a month for smaller campaigns.
Using this strategy works out well since you can charge an initial setup fee that covers the build, while you charge for monthly maintenance and optimization.
There are a number of companies who white label PPC including White Shark and ClicksGeek.
White Label Dashboards & Reporting
Regardless if you decide to offer any of the services mentioned above, a white-labeled dashboard and supporting SEO Tools can increase client retention as you're delivering the most professional report possible each month.
AgencyAnalytics offers a completely white-labeled platform that you can pitch as your own in-house tool, which makes it a great opportunity to differentiate your agency and increase client engagement.
Summary: White Label Marketing Services
In summary, if you're looking to become a "full service" marketing agency, reselling white label services can help you get there. Bring in clients with your core competency (SEO, PPC, Design, etc.) and fill in the spaces by partnering with the right companies.
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