As an agency owner, you get to a point where you can't do everything you'd like to. Clients ask for new services and it can be tough to say no 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 services 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
- Make customers happier by offering more services
- Be mutually beneficial for every party involved
In order to make this happen you need two things:
Top notch white label services or bust. You must always test every service before selling them. You can do this by ordering the services for your own website or offering a discounted version to your clients. With a few exceptions, cheap services usually end up in a cheap job.
Another necessary piece is good account management. Your agency needs to be proactive in communicating with the company offering their services and your client. If something goes wrong with the other company it's better to be upfront and tell your client right away. Problems 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 services.
Conversion Rate Optimization
Imagine you're doing a great job with SEO and PPC - traffic is flowing - but it isn't converting in to leads. Fortunately this can be addressed with conversion rate optimization (CRO).
Through systematic A/B tests or multivariate tests, conversion rate optimization makes the most of the traffic you already have. A great thing about conversion rate optimization is that if done properly it can deliver fantastic returns for your clients. This means it can be a money making venue, as well as make your other marketing efforts look better by delivering more conversions.
CRO can be a technical field and is best left to experts unless you've got 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.
Until that time Ryp Marketing offers white label services starting at $1,000. You can charge your clients for a one-off assessment or ongoing monthly tests and report on results with our live marketing dashboard.
Website Speed Up
Website speed is often an overlooked part of web development and online marketing as a whole. If you haven't seen Kiss Metric's infographic on site speed it's well worth a look. The lowdown on site speed is that it can make a big difference on conversion rates. According to a study done by Akamai and Gomez.com, nearly half of all users abandon a site that isn't loaded in 3 seconds. HALF.
If your client's website is slow as a panda (Google joke), maybe it's time to offer them a website speed up service. Run your clients website through the Google PageSpeed Tool, Pingdom and GTMetrix to find out. You can even use that infographic to make a solid case as to why they need to speed things up.
Not to fear! There are services out there which can help.
Load Faster seems to be the perfect pairing with any marketing agency. They have a number of different website speed-up packages including a Web Agency option. They'll do the optimizations completely behind the scenes – you just need to sell it.
If you want to take website optimization a level further, there are white labeled services for website maintenance, many of which include site speed. Services like WPSitePlan are created for digital agencies that don't have the time to constantly secure and maintain their client's WordPress websites.
As you know, the popularity of apps have boomed in the past few years. Getting customers to download an app is a great way to market your business since they have easy access to the app and you can send them push notifications. Due to this, many businesses are looking to have their own app developed.
Buildfire is software which allows you to build a branded app without development knowledge. All you have to do is choose a template, personalize the app and then publish. It's easy to do and is perfect for many industries including: education, restaurants, and non-profits. It's easy to include other features like loyalty programs and event calendars.
*Shoutem is another option as well.
SEO Link Building
Disclaimer: Do 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 take a look at that.
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.
One thing that you can get done and upsell are link building services. Fiverr won't cut it anymore though. If you go cheap buying link building services you will get burned.
That being said, 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 a link building agency run by Venchito Tampon Jr. in the Philippines and is a cheaper option
Always be sure to monitor the SEO progress of clients with your own rank tracker and analytics suite.
Another option that you can take is to build your agency its own personal blog network. Some people frown upon this, but PBNs still work regardless of the naysayers.
If you're going the PBN route always be transparent with your clients and tell them what you're doing and why it may be risky. Like I said before, don't sell any link building services unless you have personal experience building links yourself.
It's 2016 and time to step up your content offerings. "Good, unique" 500 word content just won't move the needle - you need to make it 10x content. Luckily, there are a few ways you can offer a content marketing service though you may not have world-class talent in house.
Neil Patel has a great blog post on hiring good bloggers. 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 pay around $100-200 per post and charge your clients double that amount.
Also, check out our list of white-label writing services. There are multiple benefits to using a service like these listed. You have access to thousands of writers that have been vetted, so you can turnaround content quickly to your client on demand.
You can also find a plethora of graphic designers to test and hire to create accompanying visuals for blog posts, or design standalone pieces like infographics. There are fantastic designers available to make infographics for around $200-300 each and you can sell these pieces for $500+.
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 looking to have it done. In that case, you can hire a full time social media manager, otherwise it might make sense to resell. The reason I say this is because social management is generally pretty cheap and smaller clients won't pay more than a couple hundred dollars a month to have it done.
For basic social media management you have a couple options:
You can do a sort of hybrid resell strategy where you use Quuu to fill the social media accounts with content you can fill in Buffer with 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. 99 Dollar Social is a company which offers social media management for $99 a month. They have a reseller program that you can sign up for.
I've had experience outsourcing PPC and I've found the best way is to get another white label marketing company set up the build, while you maintain and optimize the campaign. Setting up a proper PPC campaign can be a time consuming process but optimizing doesn't. 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 set up fee that covers the build, while you charge for monthly maintenance and optimization.
BONUS: White Label Dashboards & Reporting
Add a white labeled dashboard and SEO Tools to the services you provide clients.
AgencyAnalytics offers a completely white-labeled platform that you can pitch as your own in-house tool. It's a great opportunity to differentiate your agency and increase client engagement.
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.