What is White Label?


White Label Ebook Button

What is White Label and/or Private Label?

White Label and/or Private Label can be used interchangeably. It is when you have a product or service that removes their brand/logo from the end product and uses the branding requested by the purchaser.

Walmart Example:

If you go to a grocery store such as Walmart you’ll notice that you can buy all sorts of products that are sold under the “Great Value” brand. Does this mean that Walmart is the company that is producing all of those products. No way! They simply have specific companies that already provide those products that are willing to put the product in “Great Value” packing on Walmart’s behalf instead of their own.

So when you go to Walmart and pick up Great Value take a look around it is very possible that the brand that is white labeling the product is also sitting on the same shelf in its own packaging with a higher price.

How does White Label Digital Marketing work?

It’s quite different than white labeling a product for Walmart, that’s for sure! It’s not like the customer is picking up a product adding it to their shopping cart and checking out. Our white label digital marketing services cover: Search engine optimization (SEO), Paid Search Marketing (SEM/PPC), Social Media Marketing (SMM), and Reputation Management. Ultimately you’re buying a white label company’s services and presenting them to the customer under your brand name.

How does white label/private label digital marketing work with That Company in particular?
That Company provides the service on your behalf to the client. Some private label firms only do back-end work and have you act as a go between them and the customer. It is our belief that it is a far better customer experience if they get to talk to the professional that is working on their marketing campaigns. So That Company is set up to be and prefers to be a front-facing white label digital marketing provider. About 80% of our white label partners use us in a front-facing manner and 20% have us only do work on the back-end for them to deliver to the client.

Sales Support

When you work with That Company we start with you in the sales process. When you have a prospect who is interested in the various digital marketing services that we’re providing on your behalf you’ll reach out to your dedicated “Digital Marketing Strategist.” They will put together research on the prospect and their top 2-3 competitors to have a preliminary conversation with the prospect about their goals/objectives, and how we can help them. This entire experience happens under your brand name! They’ll never know that they’re talking with a That Company representative.

Free Sales Collateral For You To Use

After the meeting with the prospect we will have already provided you with a proposal template / contract templates to use to close the deal. We also help with 2nd, 3rd, etc. meetings to help you close the deal. Once they sign off on the contract to move forward you can be as involved as you wish to be, or as uninvolved as you want to be. It is our goal to lift our partners to fulfill more of the CEO role, than to get into the day to day management of clients.

Developing Our Relationship

In the beginning when we have our first few clients together it will be very important for you to go through the process and understand what the customer experiences; however after 2-3 months of developing a relationship with you, we then are meant to take over the reins so you can focus on your core business, and new business generation.

How Do You Operate Under my Brand Name?

You will provide our staff with email addresses to communicate with your clients so all email communication is branded. The reports we send to your clients will have your logo on it, and when we talk to the client on the phone, we are 100% under your brand name.

How do phone calls work? Won’t they see your phone #?

We have 2 different possible solutions for phone calls:

Conference Bridge Plan:
When you only have a couple of clients we start with a conference bridge plan. We meet with them on a conference bridge such as freeconferencecall.com. You may be familiar with services such as Go2Meeting, Join.me, etc. This provides us a neutral place to talk to the customer without ever revealing our phone number.

Direct Call Plan:
Our second solution is what’s called a “Direct Call Plan”. You would purchase a 1-800 # that would be classified as their “services number”. Whenever a client wants to call us they would use the services number, and our receptionist is able to see which White Label to answer the phone as. So, we would simply answer the phone as your company. “Thanks for calling (insert your company name). How can I help you today?”

For most white label partners we recommend starting with the “conference bridge” setup as it is the most cost-effective option. We actually upgrade our white label partners to the “direct call” plan for FREE when you hit a certain level of customers with us.

What are the Advantages of Front Facing vs. Back-End White Label Solutions?

1. Less Layers
Have you ever been given the run around? I have to get with so and so to get you an answer? You wait a few days for the answer to discover that they still don’t have an answer. This is very bad for the customer experience.

By providing a Front-Facing service when the customer asks a technical question related to the marketing campaigns that we’re managing for them, then we’re on the phone to answer for them right at that moment! Less waiting for our customers simply means better communication, and ultimately better results as work is accomplished a lot quicker.

2. 100% Scalable!
It doesn’t matter if you have 1 client of 5,000 clients. If we’re front facing then you’re able to scale this without bringing in middle man Account Executives to manage communication. The only thing you’ll have to worry about on a regular basis is billing the client!

3. Better Customer Life Time Value (LTV)
Retention of a customer’s business is one of the most important Key Performance Indicators (KPIs) that we measure! We have constantly proven when we are front-facing with a client that we’re able to retain their business a lot longer! Our average retention rate is measured in years, compared to the industry standard of only holding on to a client for months. As of the writing of this article our average client sticks with us for 3.5 years. Of course we have plenty of clients that are with us a lot longer, and some clients that only stick for 2 months, but this is the key to our and your success.

4. You Get To Focus on What You’re Good At
Whether you’re good at SEO and want us to take care of the other services, or you’re a traditional agency that needs a digital partner, or your simply a sales organization that wants a partner they can believe in, you get to focus on what you’re good at, and leave the day to day management of the services we’re providing on your behalf to us.

So what are you waiting for? Want to learn more about our white label / private label digital marketing solutions? Fill out a form and we’ll start a conversation today!