White-label services are services that can be shipped in branded packaging. In marketing terminology, this means you can benefit from an agency’s expertise, but it also means there is an agency that will ensure your brand is the one shining through. There is no better way to learn about what a white label agency can do for you than actively picking up the phone and asking some pertinent questions.
Finding the perfect white label agency for your digital marketing needs is no easy feat. There are many things to consider, and above all, finding a company that genuinely understands both you and your business is key to success. With so much on the line, you must find the right agency to deliver the exact brand of services that you need. With this in mind, we have put together ten questions you should ask any prospective white-label service provider before signing the deal.
1. What’s your process for creating content? Is there a content strategy in place, and what are the expectations of my business in regards to delivery?
Content creation can seem like a daunting task. Content creation is a collaborative venture between the creative team and the client. You work closely together to identify both parties’ needs while also supporting each other’s efforts in creating the best content possible.
When approaching a new digital project, you should consider doing your due diligence and gathering as much information as possible about the agency before moving forward. This way, you’re less likely to waste time or money doing work that won’t yield results.
2. What type of clients do you typically serve? Do they match the profile of my business?
The type of clients a white label agency serves is entirely dependent on the goals of your business. If your only goal is making money, then the kind of clients you need isn’t very relevant. But if your goal is creating sustainable growth for your business, understanding what types of clients can best help you achieve that is very important.
The type of client you serve essentially determines the type of digital marketing strategy you’ll employ. For example, if you’re a wine brand with a large distribution, selecting a marketing agency specializing in marketing wines to casual consumers could pay off. Similarly, if you have a small eCommerce store and want to try different marketing strategies, selecting an agency specializing in eCommerce marketing could lead to more conversions and higher growth.
3.How many years of experience do your employees have?
When looking for a digital marketing company, you should consider looking for at least three years of experience under their belt. It is not necessary to hire an experienced agency, but if you want to see the fruits of your labor, you’ll be able to see if they have added value since joining your team.
4.Where is your office located and how many people work there?
Your white-label agency should be located in a place that will provide quick delivery of results. A good starting point for exploring this is the county where you live. There are numerous white label agencies in each county, so it can be challenging to know which is the best one for you. If you’re ordering software from abroad, then the agency should be based in that country.
5.What percentage of your business is from repeat customers, and how often do they use your services?
Repetition is key to effective online marketing. The more clients you have, the more likely you are to attract new ones and get more conversions. Repetition is more effective when using proven methods such as email marketing, paid search or Facebook ads. The best thing about white label agencies is that they will provide you with small, repeatable tests which can significantly improve your ranking on search engines.
6.What do you charge for your services, and what are my options for payment, terms, and discounts?
One of the first questions you should ask a white label digital marketing agency is what I charge for my services and my options for payment, terms, and discounts? If they offer free services, then stop right there. Nearly everyone with a digital marketing or web design business will offer discounts or special offers to clients. The critical thing to realize is that the amount of work your agency will be required to complete is directly related to the amount of work you want.
7.What’s your level of experience working with other companies’ brands?
Usually, you do not hire a digital marketing agency unless they have years of experience working with your company’s brand. After all, a lot is riding on these digital marketing agencies’ performance. Is the client’s website delivering on the promise? Are potential leads converting? If not, then it is time to re-evaluate what is happening with the company’s digital strategy. Most importantly, your success in growing your business depends on results and ROI.
8.How much time will you allocate to scheduling and managing my account?
You’ve looked at their website, and you want to know if they can get your message out there. Will this company handle the social media and advertising duties necessary to drive your brand into the mainstream? If not, then stop looking. Instead, enlist the help of a white label agency. In the marketing industry, a white label refers to a company that provides marketing services without fully owning or producing the client’s brand. Typically, white label agencies offer services to small businesses or niche clients without all of the high-pressure marketing tactics associated with traditional advertising agencies.
9.What are your essential tools for measuring SEO, social media and PPC results? And what do those tools look like in terms of metrics?
The top digital marketing tools for small businesses are KPIs (key performance indicators), metrics used to evaluate how effectively your marketing efforts produce results. These include things like traffic metrics, user retention, bounce rates and so on. You will also find things called ‘qualifiers’ in some kinds of marketing software – things like mentions on social media or page views on a website that shows you something about the quality of traffic coming into your website.
10.Do you allocate resources on an ongoing basis, or do you wait until someone leaves before hiring or training a replacement?
The answer to this question will largely shape the success or failure of your digital marketing campaign. If you allocate resources on an ongoing basis, this could spell disaster for your digital marketing campaign regardless of how much time or money you pour into it. The only exception to this is if you have extensive knowledge of your target market and can predict which actions will elicit the desired results with near certainty. Creating such a forecast will require a great deal of time and effort but can be worth it in the end.
Conclusion
There are many reasons why businesses choose to use white label agencies. Still, it boils down to a need for more specialized and customized solutions beyond the generic offerings. All you need to do is narrow down your requirements and align them with the white-label agency provisions to maximize profit and generate business potential.
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