What is White Label and/or Private Label?
The terms white label and private label can be used interchangeably. White labeling is when a product or service removes their brand and logo from the end product and instead uses the branding requested by the purchaser.
For 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 producing all of those products? No way! They simply have various companies that already provide those products and are willing to put the product in Great Value packaging instead of their own on Walmart’s behalf.
So when you go to Walmart and pick up a Great Value product, take a look around. The brand that is providing the white labeled Great Value product could also have the product sitting on the same shelf in its own packaging at the higher price.
How Does White Label Digital Marketing Work?
White label digital marketing is quite different than white labeling a product for Walmart, that’s for sure! It’s not like the customer is picking up a product, putting it into their shopping cart, and checking out. In the digital world, white labeling is when your company purchases a white label company’s services and presents them to the customer under your brand name.
How does white label/private label digital marketing work with That Company in particular?
That Company can provide various services on your behalf to the client. Our white label digital marketing services include Search Engine Optimization (SEO), Pay-per-click Management (SEM/PPC), Social Media Marketing (SMM), and Reputation Management. Some private label firms only do back-end work and have you act as a middleman between them and the customer. However, it is our belief that we can provide a far better customer experience with the front-facing model where your customer can 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 eighty percent of our white label partners use us in a front-facing manner, and twenty percent have us only do work on the back-end for them to deliver to the client.
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. Our strategist will put together research on the prospect and their top two or three competitors, then have a preliminary conversation with the prospect about their goals and 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.
We also provide free sales collateral for you to use. Before we meet with the prospect, we will provide you with a proposal template and contract templates to use to close the deal. We also provide support with your next meetings to help you close the deal. Once they sign off on the contract to move forward, you can be as involved or uninvolved as you wish to be. It is our goal to lift our partners to fulfill more of the CEO role, while we take care of 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 two or three months of developing a relationship with you, we plan 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 get access to our project management system that allows us to communicate with your clients so all email communication is branded. The reports we send to your clients will have your logo on it. When we talk to the client on the phone, we are also under your brand name. We have two ways of approaching phone calls under your name.
Conference Bridge Plan
When you only have a few clients, we start with a conference bridge plan. We meet with them on a conference bridge such as freeconferencecall.com or services such as Go2Meeting, Join.me. This provides us a neutral place to talk to the customer without ever revealing a phone number.
Direct Call Plan
Our second solution is what’s called a direct call plan. You would purchase a 1-800 number that the customer would know as their services number. Whenever a client wants to call you relating to the services we offer, they would use the services number, and our receptionist is able to see which white label company to answer the phone as. Then 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. Fewer Layers
Have you ever been given the run around? You hear that the person has to ask another person, then that person has to ask another person to get your answer. You wait a few days for the answer to discover that they still don’t know. This is very bad for customer experience.
When providing a front-facing service, if the customer asks a technical question related to the marketing campaigns that we’re managing for them, then we’re already 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 more quickly.
2. Easily Scalable
It doesn’t matter if you have one client or 5,000 clients. With the front facing model, you’re able to scale this without bringing in middleman 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, we are 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 three and a half years. Of course we have plenty of clients that are with us a lot longer and some clients that only stick for two months, but our high average 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 you’re 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 and private label digital marketing solutions? Fill out a form and we’ll start a conversation today!