We know a thing or two about white label digital marketing services at TCF – about ⅓ of our clients aren’t technically our clients.
We’ll never take credit for the case studies we develop for our white label partners, and in some cases the clients never know we’re actually behind the work (and results!).
How’s this possible?
Teaming Up with White Label Agency Partners
Many different marketing agencies have contacted us over the years to tap into our areas of expertise.
They hire us to manage particular aspects of their client load, and as a result we frequently white label SEO, social media marketing, content writing and digital PR services.
In some cases, it’s transparent to the client.
The other agency says something to the effect of, “this is our agency partner, and we’ve brought them in to help with…” and the client knows that The Content Factory is behind the work.
When this happens, we almost always bill the agency directly, instead of the client. This means the agency that brought the client work to us can inflate our rates to make some profit themselves. We also offer a 10-15% agency discount on our rates (since the white label agency partner referring the work to us has to deal with the client directly, which saves us some time).
In other cases, the white label agency partnership is not transparent to the client.
Some agencies have clauses in their contracts that say they’re allowed to bring on contractors to help with the work. When they contract us as their white label agency partner, we sign an NDA to never take credit for the work. We also don’t engage directly with the client.
In all cases, we sign mutual NDAs to keep proprietary information secret – both on the agency and client side of things. We also sign contracts agreeing not the to steal the client, so the white label agency partner we work with knows they’re secure on that front.
What Are White Label Marketing Services?
When a white label marketing agency provides specific services to another creative agency to resell to the second agency’s clients, those are white label marketing services.
Basically, Agency A hires Agency B to manage some (or all) of its client work, all under Agency A’s brand name.
And as we’re about to outline, that can provide serious benefits to all three companies involved in that relationship.
Why White Label Digital Marketing Services?
If this hasn’t happened to you yet, it will: at some point, one of your most important accounts asks if you can do something you’re not all that great at.
Maybe you’re a web design and development shop with multiple awards under your belt, but you don’t know how to build out a public relations campaign. Perhaps you’re a digital agency with no experience in package design or OOH advertising.
Or maybe your CEO insists that you advertise your SEO services, but you don’t even know where to begin with keyword research and analysis.
There’s nothing wrong with specializing, of course. There’s a reason “jack of all trades, master of none” is a cliché — because it’s true!
But when an overworked CMO with a shoestring budget wants to consolidate vendors, and you’re up against a full-service agency, it’s tempting to fake it ‘til you make it. That is, until you fail to get results and potentially burn the client relationship.
Okay, so you’re not a full service agency, but you want to offer a full menu of marketing services to keep your accounts satisfied (and your competitors off your contracts).
Let’s take a look at five reasons your best bet is to resell white label digital marketing services.
5 Benefits of White Label Marketing Services
1. White label marketing services enable you to offer a full-service marketing solution to your clients.
Unless you’re a huge marketing agency staffed to the brim with developers, print designers, digital designers, copywriters, copy editors, PPC specialists, SEO specialists, social media marketing experts, PR wizards, marketing strategists, photographers and videographers…and a marketing stack so tall it dwarfs the Burj Khalifa, you probably won’t be able to handle every client request that comes in.
Unless you can.
By partnering with agencies that fill your knowledge and skill gaps and reselling their services, you not only become the fabled “one stop shop” of marketing fulfillment, but you can build powerful long term relationships with companies who can refer clients your way.
2. When you white label client work out to another agency, you have more time to focus on your core competencies.
When your agency’s employees are spread too thin, wearing multiple marketer hats and spending time outside of their core competencies, both their work and morale suffers.
If you resell white label digital marketing services, you can devote more resources to what your agency does best — whether that’s award winning web development and design, advertising campaign strategy, or email marketing and automation.
The result? Higher quality work all around, and employees happy to spend time doing what they’re best at and passionate about.
That also means happier clients — and renewed contracts.Everyone wants to be a full-service #marketing agency, but when your employees are spread too thin, both morale and work quality suffer Click To Tweet
3. You’ll be able to run more effective advertising and marketing campaigns for your clients.
No marketing asset is an island. By approaching your campaign goals at every possible angle, including services from a white label digital agency, you can get more mileage from your campaigns.
Did you publish a great white paper or write a perfect press release? Now you have social media marketing and digital PR resources to promote it. Or search engine optimization to make it rank higher in organic search.
Your clients will notice the difference in their marketing results when you report on conversion rates, and your CEO will be thrilled with your customer retention rates and new business referrals from happy accounts.
4. White labeling enables you to keep costs down, while also giving you the opportunity to upsell clients.
Hiring full-time marketing specialists is getting more costly. With SEO/SEM specialists making a median salary of $62,500, copywriters earning $66,500, and content strategists running you $73,000, hiring full-time staff to handle the aspects of digital marketing you don’t already specialize may be prohibitively expensive.
By white labeling these services, you can scale as needed — calling on your agency partner when specific projects demand it, and getting exactly the amount of resources you need, when you need them.
You can also upsell existing clients based on your agency’s expanded capabilities, brought to you courtesy of whatever white label agency partners you work with.
5. Leverage deep industry and marketing expertise.
Of course, if you don’t resell white label marketing services, you don’t have to hire new staff — you could train the talent you already have.
Depending on their experience, this could be the right choice. We offer affordable digital marketing training packages that outline our exact strategies and daily/weekly/monthly activities. All of our courses and trainings come with a 100% satisfaction money-back guarantee, and so far nobody’s taken us up on the offer.
We’re proud of the work we’ve done educating marketers and entrepreneurs who want to leverage best practices in SEO, content writing, social media marketing and digital PR — so if you want to go this route, know it’s an option.
Online Marketing Training: SEO, Social Media Marketing and Digital PR
However, there are limitations to this approach. Again, you’re asking your employees to take time away from their current tasks to train, and there’s no guarantee they’ll have both the industry and marketing expertise to deliver results to your clients.
If you don’t have bandwidth or budget to train your staff to fill these skill gaps, you can resell white label services from a partner agency with a depth and breadth of expertise and experience, as well as a history of achieving client goals across multiple verticals — from B2B to B2C, technology to healthcare, ecommerce to consulting.
5 Reasons Your Agency Should Resell White Label Social Media Marketing
1. Social media marketing takes a LOT of time and resources to generate ROI.
Social media marketing is a perfect use case for reselling white label digital marketing services.
Far from being a “set and forget” exercise of scheduling posts (which will bring you very little in the way of followers, engagement or ROI), a social media manager should use social listening tools to gauge brand sentiment, solicit conversations on Twitter, Facebook and LinkedIn, and perform customer service.
Few full-service agencies have the skilled resources to devote to all of those SMM duties. And by the way, all the scheduling and social listening tools to manage the work and accurately report results to clients are expensive.
By white labeling out your social media marketing, you also save yourself the monetary cost of purchasing the necessary tools to get the work done — not to mention the time investment required to research the best options and learn how to use them.
2. Social media marketing requires brand, audience, and industry knowledge to be effective.
Back in the day, social media management experts frequently decried the habit of leveraging interns to run social media. “Tweeting for pay” actually requires considerable expertise — you have to understand the industry, audience persona, community guidelines and culture.
Instead, you can call upon a white label marketing company with a proven track record of social media marketing success in the vertical you’re targeting to handle your SMM efforts like a pro. The work will get done, the client will be happy, and the arrows will be green and pointing upward in your reports.Pro-tip: if you're handing off all your #SMM tasks to the untrained intern, you're doing it wrong. #socialmedia #marketing Click To Tweet
3. Your white label marketing partner keeps up with algorithm changes so you don’t have to.
Every time Twitter, Facebook or LinkedIn changes its algorithm — and it happens a lot — you can see the impact in your social media analytics. Facebook is notorious for this in particular, especially now that posts with links to your website get little to no visibility if you don’t pay up to promote the posts.
Long story short, what worked for you last week in social media marketing might tank your engagement today.
A white label agency dedicated to researching these algorithm changes and updating their best practices in response can free you from the burden of reverse-engineering Facebook’s latest whim (or that of Twitter, LinkedIn, Pinterest and Instagram).
4. You have a partner to sanity check your campaigns and strategy, adding value to your messaging and graphics.
Your white label agency partner is more than just a glorified staffing agency.
They can provide priceless consultation on aspects of your online marketing campaign that might need tweaking before you reveal it to the client.
Maybe you created stunningly designed graphics and audience-tested messaging to accompany your latest initiative. Your agency partner can supplement your research with how certain language or imagery will play out in the specific context of the network you’re unleashing it on — from a hashtag that will increase Twitter visibility, to an angle that plays better with Pinterest demographics, or a Facebook fiasco you’ll want to avoid at all costs.White label #marketing partners are more than glorified staffing agencies — they're invaluable consultants. Click To Tweet
5. You can hire an agency with a demonstrated track record of delivering great results with social media marketing.
The proof is in the pudding, and when you’re looking for a white label social media management firm, that pudding takes the form of case studies, analytics and proof of results.
In three years, The Content Factory helped Fairtrade America earn 180x more referral traffic from social media marketing. Here’s how.
Armed with those numbers, you can provide SMM services to your clients with confidence, as well as manage expectations with regard to KPIs. (Don’t be that marketing agency who promises to earn your client 100,000 new Twitter followers in two weeks.)
5 Reasons Your Agency Should Resell White Label SEO Services
1. SEO is getting more complex and requires specialized expertise.
Search engine optimization is so important, and delivers such great ROI, that it’s natural for agencies to want to offer it to their clients.
Be advised that thar be dragons — making any of these common SEO mistakes can bleed out your budget, and SEO is getting much more complicated these days.
From Google Rich Results to local SEO to Schema markup, SEO has come a long way from the days where you just had to stuff the right keyword the right number of times into an article to rank well in organic search. And if your client already has SEO issues, from a lack of SSL/TLS encryption to toxic backlinks, they can take time to fix before you do the work of writing 10x content and measuring ROI.
Bottom line? It helps to have an SEO expert on your side.
TCF happens to be one of the best SEO agencies in the world. We rank #1 for everything from web content writers to press release distribution to cost of social media marketing. All told, our website generates over $1 million worth of targeted organic traffic each year — as a result, clients come to us, and we don’t even need a sales team.
We deliver similar results for our clients, and have a proven track record of success — when looking at a white label SEO agency partner, you want to see this type of consistent ROI.
2. When you white label SEO services, you also white label SEO tools.
At The Content Factory, we love our SEO tools. We love SEMrush so much, we’ve got an affiliate relationship with them that’ll get you a free week of service if you click the link above. We’ve glorified BuzzSumo on PRWeek. We maintain licenses on so many kickass SEO platforms because we need and use them every day for a wide array of clients. For our accounting ledgers, it makes perfect financial sense.
If your agency partner has scalability due to the number of clients they serve, you don’t need expensive licenses for all the SEO tools you need to deliver results.
To be clear, you’d need to spend over $10k per year — just on SEO tools alone — if you were to try to go this route on your own.
When you resell white label marketing services, you can leverage the outcomes of using those tools without having to purchase them yourself, keeping your marketing stack lean.
3. White label link building services to save massive resources.
Link building is especially time and resource intensive.
Yes, you can go hard at HARO for 30 days and get 11 high quality backlinks, but does it make sense with your schedule? Do you have time to research media reporters to find the perfect way to pitch them?
Link building is high effort, high reward — it’s the key to boosting your domain authority, company reputation and organic search traffic. Given that it’s difficult to execute effectively, but the cornerstone of a smart SEO strategy, it makes sense to outsource link building to a white label agency partner.#Linkbuilding is high effort, high reward — it’s the key to boosting your domain authority, company reputation & organic #search traffic. Click To Tweet
4. It often makes more financial sense to white label content writing than to outsource it to contractors.
If you’ve read our blog post on 8 signs you should outsource content writing, you know that consistency and quality in SEO content are hard to pull off without outside help.
Here’s the thing, though: if you’re an agency managing multiple accounts, then the costs of onboarding a separate contractor for each content writing project can add up fast, especially if you’re paying a staffing firm on top of all of that.
Instead, you could partner with an agency with a stable of skilled writers and maintain one contractual relationship for all of your content writing needs.
5. White label SEO reports to prove ROI to your clients.
Anyone can download and send an SEO audit, but explaining it to your clients takes an expert who can understand the data, identifying trends and opportunities. Your agency partner will explain the analytics and next steps so you can communicate effectively with your clients — not to mention present findings in an easy-to-understand SEO reporting template that communicates the client’s progress clearly.
This is especially crucial when a CMO asks, “Why didn’t the blog post we published yesterday improve our keyword rankings?” or “Is ‘technology provider’ a good term to target?” (Spoiler alert: it isn’t.)
5 Reasons Your Agency Should Resell Content Writing
1. Content writing takes a lot of time — especially when you don’t do it full-time.
If nobody on your staff currently serves a full-time content writing role, but your client needs that 10x content, ask yourself: how long does it take you to write 2,000 words? What if the client that needs this content is a enterprise-level SaaS company that requires highly technical copy?
These are an important questions, because long-form content consistently drives more shares, backlinks and SEO traffic. And it’s going to take you much longer to write technical content for a SaaS client than it would if you were writing content for, say, a beauty client selling clip-in hair extensions.
Long story short, to get the most bang for your client’s buck, you should be aiming for blog posts of at least 2,000 words — and that takes a long time to write. It takes even longer if the content is technical in nature.
But the writing part is only the tip of the iceberg. To get the organic traffic and conversions your client is paying you for, you need to:
- Research topics and keywords for an idea the target audience will devour
- Do more research into that topic so you can comfortable sound like an expert — this often requires interviews, which are also time-intensive
- Bake content marketing into your copy, so it gets more shares and social engagement
- Craft a unique story only your brand can tell
- Workshop an attention grabbing headline
- Weave internal links into the blog post
- Write a title and meta description to specs
- Work the keyword into your on-page SEO
- Write a call to action readers can’t resist
Full-time content writers complete this workflow on the reg, so they can crank out quality content in a much shorter period of time. That’s less time your talent needs to focus outside of what they do best.
2. Content editing also takes time, and errors can harm client relationships.
Of course, after all that research and writing, you’re still not done. You’ll need a copyeditor (or two) to review the content for accuracy, grammar, punctuation, formatting, style and brand compliance. This is especially important if your client is in an industry where an inaccurate claim can cost them their reputation (or get them sued), like healthcare or technology.
If your client (or their readers) catch an embarrassing error, that will reflect poorly on your agency — and make it less likely that you’ll be receiving future business from that customer.
3. Becoming a professional content writer is a years-long process.
Training your staff to master content writing best practices is a reasonable next step to take, provided you have existing talent to leverage. But web content writing isn’t the same as creative writing, so even if you have a published author on the payroll, there’s a steep learning curve to overcome.
By reselling white label content writing services, you can call on already trained and battle-tested content writing pro to handle your client’s requests.
4. You can leverage your white label agency’s industry expertise.
Writing for different industries carries different challenges. If, for example, you have experience writing for B2C ecommerce retailers, you have to write to appeal to a specific target audience. If you don’t stick the landing, you’ll end up on listicles with headlines like “Cringeworthy ads show the danger of trying to be too hip.”
On the other hand, industries with specialized knowledge — think technology, banking, legal services, healthcare and the like — benefit from a content writer who is familiar with the particulars of those fields.
Agencies that focus primarily on content marketing typically employ writers with experience writing for a diverse spread of industries.
For example, at The Content Factory, we’ve created content for consumer beauty brands, cloud infrastructure firms, financial services organizations, software as a service providers and medical devices.
5. Three teams invested in content promotion are better than two.
Here’s the “power in numbers” benefit of reselling white label digital marketing services. You, your client, and your white label agency all have something to gain by promoting the content you produce!
Your client wants the traffic, conversions and ROI. Both you and your white label agency want a killer case study. That’s three companies who have a stake in sharing that content on social media, pitching it to reporters and using their resources to help it go viral.
We know a thing or two about white label marketing services.
TCF has partnered with incredible creative agencies to help them serve their clients better, get more results from their campaigns and increase the number of customers they can reach.
We have delivered marketing results for technology firms, personal lifestyle brands, non-profit organizations, startups, nationally recognized brands, B2B, B2C and everything in between. Read our case studies to learn more.
We don’t just say we make our clients (more) famous — we have the numbers to prove it! Check out our case studies to see the results we deliver every day.
Want to partner with us as your white label agency? Contact us, and we’ll get the process started!