Original post by Dew Smith and updated in 2022 by Domenica Martinello.
Here's a thought that some still find revolutionary: you don't need to be an expert on every marketing tactic in order to sell it. That's why white label solutions exist. But white label solution meaning… what, exactly? We’re here to tell you. Everyone from agency owners to media companies looking to thrive in the digital world need to consider white label digital solutions.
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It's hard to do everything, and to do it well. Websites, reputation management, listings, social media, brand—how do you keep pace with all these services while they're evolving at breakneck speed?
Your company should focus on what you do best—and do it better than anyone else. If your specialty is social media, deliver an exceptional and innovative social media experience to clients. That’s your differentiator!
On the other hand, we're in an age where local businesses expect more marketing offerings from fewer partners. On top of that, they want something centralized and streamlined. In other words, they don't want to juggle ten different companies and contracts. Would you?
With white label digital solutions, both your agency and your clients don’t have to.
That's where a white-label service provider comes into play. You can use white label SaaS to fill in your gaps and help you become a full-service agency.
Table of contents
- White label solution meaning
- What are the benefits of white label solutions?
- 9 White label solutions to resell & grow your revenue
- White label digital solutions for advertising
- White label solutions for social media marketing
- White label solutions for apps
- White label solutions for reputation management
- White label solutions for websites
- White label solutions for content creation
- White label solutions for graphic design
- While label solutions for email marketing
- White label solutions for SEO
- Risks to consider before adopting white label solutions
- Choosing your white label service provider
White label solution meaning
Before we continue, it’s important to clearly define the white label solution meaning.
White label solutions refer to products or services that are created by one company for the purpose of being sold by another company under that company’s own unique branding. The second company slaps their own label over the blank (or “white”) label and resells the solution to their clients, who are never the wiser.
It’s pretty simple, but trying to describe it can make it seem more complicated than it is. Let’s break it down further.
White label solutions are products or services you can rebrand and resell as your own to clients.
White label products
A white-label product is typically developed by a white-label service provider to be rebranded and sold under your company.
Examples of white label SaaS products:
- White label website builder
- White label social media management platform
- White label reviews management portal
- While label email marketing tool
- White label SEO campaign tool
White label services
White label services are managed fulfillment services where a dedicated team from the white-label service provider can fulfill work for your company’s clients. While label fulfillment services are the key to scaling an agency with repeatable processes.
White label services fulfillment can mean delivering the websites, writing the social media copy, composing the emails, responding to and soliciting reviews, and doing the keyword search for your clients.
All under your brand name
All of these white label solutions appear on the outside to be part of your company, but behind the scenes, they're offered by a white-label service provider.
Here's a visual to help explain the white label solution meaning even further:
Taking advantage of the ever-expanding list of white label digital solutions and the growth opportunities they can unlock in the digital marketing world. Partnering with a white label service provider can lead to huge gains for your agency, without losing trust by openly outsourcing your products and offerings.
What are the benefits of white label solutions?
There are many benefits to adding resellable and rebrandable white label digital solutions and services to your core business model.
One of the largest benefits is scaling. Making the most of white label services allow you to scale your business in many ways, fast and securely.
- Scale your offering. Instantly adding new products and services to your core offering means you can service more clients reliably. You can quickly grow your business.
- Scale without employee overhead costs. Leveraging resellable solutions means you’re cutting overhead and resource expenses. There’s no development work or IT setup for products. There’s no training or in-house bodies for fulfillment. Everything is turnkey.
- Scale your revenue. By engaging a white label service provider, you're adopting a bulletproof ROI model. Get products and services at wholesale, markup the price, then resell and fulfill under your agency’s brand.
White-label digital solutions are huge opportunities to grow your brand, reputation, basket of offerings, and scale your revenue to the Nth degree.
Here are other key benefits of embracing these opportunities:
- Increase revenue and profits. Each new digital marketing service you offer creates a new incremental revenue stream for your business. How you bundle and price white label digital solutions is up to you.
- Grow the reputation of your business. By offering the white label digital solutions local businesses need, you'll quickly become the go-to "local expert.”
- Improve client retention. More products = more reasons for clients to stay and make you their one-stop shop. Selling more digital products and services can make relationships with clients “stickier” and, in turn, reduce churn (according to this churn study).
- Let you focus on your core values and brand. Leaving fulfilment to a white label service provider, you can focus on what your agency does best and build out your brand to stand out in the crowd.
9 White label solutions to resell & grow your revenue
We now know what white label digital solutions are, we know the white label solution meaning, and we know a few reasons why they’re valuable. Below, we'll cover 9 digital marketing areas with white label selling opportunities.
For each solution, we'll describe the business opportunities, provide some stats about why this product is a must-have in your digital marketing basket, and even recommend specific solutions you can find in the Vendasta Marketplace and elsewhere for you to get out and start selling.
Without further ado, let's cover some white label digital solutions, services, and products to sell across the entire marketing stack your agency can take advantage of to grow your revenue.
What is white label digital advertising?
white label digital advertising can be anything from rebrandable advertising platforms to reports, campaigns, or products that allow you to brand and resell digital advertising services to local businesses. As digital advertising is generally a marketing service, the most common form of white label solutions opportunity in this realm is service fulfillment. Your business can partner with a white label service provider to design, create, and maintain digital advertising campaigns for your business clients.
Why digital advertising?
Digital advertising is often considered the top of the marketing stack, and a vital service to offer business clients. White label solutions for digital advertising bring top-of-funnel traffic and attention to all the other marketing tactics the business is carrying out.
With more eyes on the business and their offerings—and the right eyes with digital advertising's advanced targeting tactics—your business clients will be driving more sales and conversions than they would've thought possible.
Did you know that nearly 87 percent of small businesses currently use digital advertising mediums to grow their business? Furthermore, two-thirds of SMBs plan to start using such mediums (The Manifest).
Digital ad spending is projected to reach US$616.00bn in 2022 (Statista). With more and more local businesses looking to spend on advertising, you'll want to offer some sort of advertising services for them to buy (before they leave you for competitors!).
Any agency that offers marketing services should consider white label ppc advertising. No matter what aspect of marketing your agency focuses on, paid advertising is the "top of the stack" that will greatly help local business clients acquire new customers and drive consumers to other pieces of the local business.
Digital advertising is also one of the easiest areas to provide clear ROI reporting, as ad spend directly correlates to results like conversions and sales. This makes it one of the more powerful white label digital solutions to offer.
However, PPC, Social, Display, and mobile advertising can be difficult waters to navigate without an expert on your team. Introducing a resellable white label service provider lets you borrow the expertise of a team of advertising specialists and add them to your brand to fulfill your clients’ campaign needs.
Reseller advertising programs are great because:
- It's easy and requires no extra work for your agency to offer it
- Clients get great results, as an expert team is running their PPC campaigns
- Your agency looks great because your clients get great results they attribute to your services
- It’s a new revenue stream for your agency, as every business is clamoring to get help with their digital advertising
What to consider in white label solutions for digital advertising
The type of campaigns available completely depends on the white label service provider. Consider a rebrandable option that covers many aspects of advertising services, such as:
- Multi-channel campaign creation and optimization
- AdWords Search
- AdWords Display
- YouTube video
- Facebook and Display ad images
- Mobile-optimized landing page
White label digital advertising: suggested solution
With Vendasta's white label digital advertising solution, you can offer clients fully managed multi-channel advertising campaigns that drive real results to their business. Your clients get results, you get new revenue—it's a win-win.
What is white label social media marketing?
White label social media marketing can take many forms—social media content creation, social media services like managed posting, or even rebrandable social media management products. All of these white label services are re-brandable to be sold by resellers at their own price point to their business clients.
Why social media marketing?
We don't have to tell you again that social media is a must for every agency and business looking to make a living (and more) in the digital world. Being active on all the right social platforms lets your clients:
- Interact with their consumers
- Increase brand awareness and participate in the conversation
- Increase sales with strategically placed "learn more," "call now," and "message us" buttons
In 2022, 71 percent of small-to-mid-sized businesses (SMBs) use social media to market themselves, and of those who do so, 52 percent post at least daily (LinkedIn). It’s a powerful tool that is preferred by SMBs.
In fact, SMBs have tripled their spend on social media since 2020 (PMW) and that number is only rising.
What to consider in a white label solution for social media
A great way to get into the social media marketing space is with a white label service provider to take the helm. Offering your clients a single-source-of-truth to manage all of their social profiles lets them take control of their social presence, engage with clients, and generate new leads—all through a platform that's branded and sold as your own.
Make sure the option you choose is:
- 100-percent rebrandable
- Fully supports all major social channels, with post engagements, comments, and more
White label social media marketing: suggested solution
Vendasta's Social Marketing tool is a simple and scalable social media management solution for agencies and resellers to offer their clients. You can even use the platform yourself for white label social media management and take your clients’ social presence into your agency's hands.
What are white label apps?
White label apps are applications built by a white label service provider or development company and rebranded and resold by other businesses. white label solutions for apps can be a service where an application is ordered from Company B (reseller) by their business client but actually built by Company A (third-party service provider). A white label app can also be a specific application built by a provider that is rebranded and resold by multiple resellers.
Having a website presence is no longer enough for a local SMBs (TechTarget). A mobile app is now a necessity as online activity continues to shift to mobile. Consumers spend an average of 4.2 hours a day (we gasped!) in mobile apps, up 30 percent from 2019 to 2021 (TechCrunch). If your client wants to hit their consumers where they live, then investing in a mobile app for their company is a good move.
However, app development is complex, and fulfillment of this new service would require an entirely new development team dedicated to building custom apps for business clients. However, with white label digital solutions, it’s now a possibility without all that.
By outsourcing this service to a third-party development team via a white label service provider, you can add "mobile app" to your other marketing services without having to worry about additional overhead costs and development complexities.
What to consider in white label apps solutions
Mobile apps are a huge value-offer to add to your store, but building client apps requires high-quality custom development work. When you're selecting your white label partner to provide this service, make sure you look for the following:
- 100-percent custom app development for clients
- Progress reports with drafts, and early versions of the app to review
- Thorough QA testing on every app
- Supports multiple revisions on early app versions
- Continued support once app is live in the Apple and Google Play stores
White label apps: suggested solution
BuildFire offers a white label mobile app builder service that is unique to each of your business clients. They've been trusted by big brands, which means that your business clients' mobile app presence is in good hands.
What is white label reputation management?
white label solutions for reputation management are rebrandable services and products that deal with a business' online reputation and reviews.
There are a few aspects of online reputation management that can be white-labeled. Software like a platform to monitor a business' reputation would be a rebrandable product, and services like review response and review generation would be a fulfillment option for a white label service provider. These offerings can help you get more reputation management clients and upsell existing clientele.
Why reputation management?
Helping your clients manage their online presence has become a critical part of thriving in the digital space. Think about it: if you Google a brand when you're considering a purchase, are you likely to follow through with that purchase if the business has terrible reviews?
Similarly, wouldn't your hesitations and nerves be calmed if you saw a high star rating with lots of glowing reviews? An online reputation can make or break your clients' business. In fact, 84 percent of consumers trust online reviews as much as they’d trust a recommendation from a friend (Inc.)!
However, monitoring the internet and responding to each and every review is a lot of hard work—even for experts. What you need is a solution where you have reviews pulled into one central platform from all across the web so you can respond and monitor as necessary.
Businesses will jump at the opportunity to improve and grow their online reputation, which means happy customers and more money in your pocket if you can be the agency to provide it.
What to consider in a white label reputation management solution
A good place to start with white label solution for reputation management is to provide a rebrandable platform for your clients to monitor their online reputation.
Make sure the white label service provider you choose is:
- 100-percent rebrandable
- Monitors reviews and mentions from all of the top review sites, including vertical-specific websites and all social channels
- Supports review response through the platform
White label reputation management: suggested solution
Our reputation management software pulls in reviews from every major review site, including industry-specific sites, and lets your clients respond and monitor the reviews all from a single place.
What are white label website solutions?
White label digital solutions for websites can be any website-related service or product that a reseller can rebrand and sell at their own price point to business clients. This can be a website hosting reseller program, rebrandable web design services, or even resellable website add-on products.
The most common form of white label services for websites is a design and development service by a third-party provider. Companies can resell websites designed by the white label service provider under their own brand and at their own price point.
Websites are a core aspect of any business' online presence and acts as the "home base" for their virtual doorway. Every other aspect of digital marketing funnels back to your website, which acts as the foundation of your client's online presence and is generally optimized for making that final conversion or sale. We've said it before and we'll say it again: if you don't build websites for your clients, then someone else will.
In fact, 51 percent of small businesses invest in websites for their digital marketing (Blue Corona), and that number rises yearly. Taking advantage of a white label website solution will turn your business into that sticky agency that clients can depend on as their one-stop shop for marketing solutions.
What to consider in white label website solutions
Adding white label digital solutions for websites is a great idea for any reseller that works in the marketing space. A no-brainer option is to offer a full website package through a white label service provider: website creation (design and development) and reseller hosting.
More resellable website add-ons like appointment schedulers, live chats, form builders, and more are also available across the web.
White label websites: suggested solutions
Our WordPress Website Pro and Website Creation solutions are perfect to package, rebrand, and resell to your clients as a holistic website approach.
White label website hosting on the Google Cloud Platform with one-click set-up. One login gives your clients access to reporting and supplementary digital products that are ready to sell! Host your sites on Website Pro and give your agency the power to build fast, secure, and robust managed WordPress hosting for any business.
Choose from 1-page, 3-page, 5-page, or more with white label website design! Built for conversion and sales on the easiest-to-use CRM—WordPress. Your clients provide the required information to our design team, and we deliver websites made to help local businesses grow. Revisions included!
What is white label content creation?
White label content creation is where copywriters provide written content for resellers to give to clients under their own brand and price point. This content can take the form of blogs, social posts, website copy—almost any digital written copy you can think of.
White label services providing content can be fulfilled in a few ways: either a one-time content purchase, like a blog, or an ongoing service like "X" social media posts per month. The copywriters work under the reseller brand, and the written work may or may not take a branded format.
Why content creation?
Stop me if you've heard this one before: content is king! Every aspect of a digital presence needs written content, whether it be a website page, SEO copywriting services for blog posts, or even the script for a video. White label digital solutions will always include a component that takes content into consideration.
Content creation is especially critical for maintaining a social media presence and cultivating a blog that helps clients rank in the SERP. Many local business clients, however, don't have the time or written-word expertise to fill blogs with beautiful prose that is SEO optimized or keep up with fast-paced social media feeds, so offering these services through a white label service provider can be huge for your business client's success.
Studies show that companies that published 4 blog posts per week or more received 3.5 times the traffic compared to companies that blogged less than 1 times per week (Marketing Insider Group).
By adding content creation to your basket of offerings, you're filling in a lot of gaps that many agencies and media companies don't provide their clients. Offering white label services that include fulfillment for content like blogs and ongoing social posts is a great way to quickly grow your revenue with existing clients.
White label content creation: suggested solution
You can offer clients custom blog posts, and fill their social media calendars with posts from our white label content writing team!
- Social posting
Engaging, timely and relevant content for your client's social profiles on Facebook, Twitter, G+ and more,
- Blog posts
High-quality, relevant blog writing services for your client to strengthen their online presence. The topic of the blog post can be hand-picked by your client or selected by our team of copywriting social media experts.
7. white label solutions for graphic design
What is white label graphic design?
white label graphic design is a service where a graphic design specialist or agency creates custom design work that you can rebrand and resell through your own company. You can determine how much to charge for website redesign with a white label solution. It can be a resold service where the graphic designers work with the end clients, but they work under the umbrella of your business.
As far as white label digital solutions go, graphic design is an aspect of rebrandable content creation. However, it is focused on the vast visual side of marketing—from business card design, to brochures and content design, to full corporate brand identity design.
Why graphic design?
When you're marketing your business online, the way to stand out is with a strong visual brand identity. You might be surprised at all the areas graphic design intersects with. Website? Needs imagery. Ads? Need ad images. Social posts? Even those perform better with the right visuals attached.
If you're offering some type of marketing service to business clients, you'll definitely want to add graphic design as an additional service. Then, you can bundle other marketing tactics like social media management with custom graphic post design or even offer full brand-development services to new business clients.
By adding graphic design to your arsenal of white label digital solutions, you can add a built-in upselling business opportunity to many of your existing services.
What to consider in white label graphic design services
While graphic design is a great resellable option, as far as white label services go, keeping the quality consistent is the key to successfully adding value.
Make sure the solution you choose includes:
- Unlimited design concepts
- Unlimited design revisions
- 100 percent original graphic designs for your client's brand
White label graphic design: suggested solutions
Graphic design services! With this solution, you can offer white label graphic design services like logo design, business card design, and corporate identity packages from Vendasta’s Marketplace. Bundle new graphic design services with any existing packages to increase your revenue!
8. white label solutions for email marketing
What is white label email marketing?
white label email marketing is an email marketing platform built by a white label service provider and rebranded and resold by reseller companies to local businesses. It's a rebrandable platform you can customize with your company logo and visual identity and sell to your business clients as a place to manage email marketing campaigns and track metrics.
Why email marketing?
Email continues to be a great platform for local businesses to reach their audience with promotions, contests, newsletters, and more.
Based on statistics, every $1 a business spends on email marketing sees a 4200 percent return on investment! What’s more, globally 64 percent of businesses use email marketing to voice their marketing offers (Mailmunch).
That means big dollars are being spent on email marketing platforms, and you’re going to want to funnel those dollars into your business via white label services and solutions.
After all, building a robust email marketing platform is a huge task. Taking advantage of email platforms that already exist and that are rebrandable is a great way to go.
What to consider in white label email marketing solutions
Email marketing campaigns and strategies are only as good as the email marketing platform itself. When you're in the market for a white label email solution to sell to clients, look for:
- Robust email campaign reporting, including click-through rates (CTR), open rates, sales, and trends over time
- 100 percent white-labeled and rebranded platform
- Customizable email campaign templates for clients
- Compliance with email spam laws
White label email marketing: suggested solutions
You can take—and give—control of email marketing to your business clients with Campaigner's email platform with their white label email reseller program (Campaigner). Add their robust email marketing platform to your store with your brand and resell the software as your own to clients. Join their reseller partners who are seeing millions in annual revenue through their white label digital solutions.
What is white label SEO?
White label SEO solutions can be a platform or a service that's designed to optimize your client's digital content (rebrandable to be sold by your company, of course!). SEO services are designed to get your local business client found in the SERP and increase their online visibility over the competition.
There can be white label SEO options that include managed fulfillment or white label SEO software for your clients to manage their own SEO optimization. Plus, engaging a white label service provider would mean having a third-party fulfillment team do the heavy-lifting for you.
SEO was, is, and will continue to be all the buzz, and for good reason. Every business wants SEO services now that they're understanding the digital landscape and the role that search engines play. Every agency needs to be able to offer white label digital solutions that include an SEO component to stay afloat.
Here's the big selling point: SEO strategies help your clients get found on Google organically. And the easier your clients get found, the easier they get visited, and the easier they make sales and increase their revenue.
Studies show that while SEO continues to evolve and shift along with the times (and the algorithms), it is just as important in 2022 as it ever was (WeHeart).
White label services like SEO reselling are appealing because, by adding an SEO solution to your basket of offerings, you can help your clients grow their revenue and improve their overall online visibility and presence. Plus, listings and SEO go hand-in-hand, so you can automatically bundle a number of products into "SEO" packages without having the SEO expertise (thank you, white label!). It could even make the most sense to package SEO and PPC together to get started.
What to consider in a white label SEO solution
If you want to raise your client's domain authority and keyword rankings, here's what to consider when engaging a white label service provider for SEO:
- Content creation and optimization services to rank for key terms
- Robust reporting dashboard to showcase the progress and results of the SEO services
- Frequent updates and documentation on the ever-changing SEO process
- Details on key benefits of improved SEO, such as increased organic traffic from improved SERP rank
White label SEO: suggested solutions
SEO Network in the Vendasta Marketplace is a white label SEO software and service that you can rebrand and sell to clients. A team of SEO experts fulfills optimization services on the best keywords selected by your business clients and offers a platform (non-brandable) for your clients to login to watch their SERP rank progress.
Risks to Consider Before Adopting White-Label Solutions
Like with all solutions, there are positives and negatives. You're effectively outsourcing your work and products to an external team, so realistically there will always be a slight risk to engaging a white-label service provider.
Here's what you should be wary of with adopting these reseller marketing solutions:
1. Swapping quality for price tag
When you're trying to balance the quality of work with the price, it can be easy to get your priorities mixed up. Do your research on your white-label service provider thoroughly beforehand, even after signing the contract, to ensure that you feel comfortable they will deliver quality work.
Remember, it's your brand that's attached to the products and services the provider is offering, so make sure it's up to your branding standards. If the price tag and promises are too good to be true, they probably are.
2. Inconsistent branding
White label digital solutions cannot be effectively merged into your core offering if the branding doesn't fit. A good white-label service provider will ensure that what they deliver matches perfectly with your company's branding to give an overall consistent appearance on the outside.
Watch out for inconsistencies in the product or service branding your partner delivers! You don't want your clients to lose trust or become suspicious of your business.
While adopting third-party solutions isn't a bad thing, the point is to seamlessly integrate these new white label services into your core business. Take the time to choose the partner that will do it right.
3. Unreliability and poor communication
When you rely on a white-label service provider to fulfill for your clients, they have to be reliable. Can they deliver on time? Are they in clear communication with you and your clients about their timelines and the progress of the projects? Will they suddenly "ghost" you in the middle of a project and leave work unfinished?
These are all risks you have to consider when choosing a reliable service provider. Remember, unreliable fulfillment services sourced through a white-label digital solutions provider will only stand to hurt your brand.
Choosing your white label service provider
Choosing a trustworthy, high-quality white-label service provider to partner with should be a considered process. Remember, you're integrating another company's digital marketing solutions into your core company. You have to be able to rely on the quality and reliability of the company providing your white label services.
There are dozens of options when it comes to growing your revenue with white-label marketing software and services. All it comes down to determining what services you'd like to offer, and who you'll partner with.
In conclusion, white label solutions are not something your company should pass up. Adding new products and services to your digital marketing agency means adding new incremental revenue streams and improving your bottom line for scalable growth.