The core of a being digital marketer always boils down to one thing – delivering value to clients.
It’s not as easy as it sounds, though.
Delivering value means providing results that have an impact to the business of your clients and looking after their projects.
It’s crucial to have all hands-on deck to take care of all your agency’s priorities, but it’s also equally important to have the right tools to get the job done efficiently. This is where white label tools become handy.
Technology Makes You a Better Agency
If you’re a new agency, using white label marketing tools is one aspect you should seriously consider. You have to acknowledge that your time and effort are better spent on taking care of clients. Remember that clients are always looking for results, and that means you should be prepared at all times when they ask for information about their projects. White label marketing tools can make this easier on your part.
More than providing a smoother way to handle deliverables, white label tools offer the following benefits for any digital marketing agency:
- No need to build the tool from scratch – Most digital marketing agencies spend time testing and seeing if a tool works. But, this comes at the expense of losing clients. White label tools eliminate the extra task that comes with developing new tools that your agency can use.
- Leverage for getting more clients – As an agency, you need to show that you’re not only capable at providing solutions, but also at using technology that streamlines processes for the success of your clients’ campaigns.
- A way to expand your offerings – Access to technology is a value proposition that you can leverage when talking to clients. This allows you to offer a more holistic solution, which, in turn, presents more opportunities of expanding your service offerings and improving your ROI.
- A cost-effective access to technology – Most agencies spend thousands on research and development of new technology, but not all has the financial resources to spend on developing tools. If you’re a startup SEO agency, it’s more cost-effective to stick with white label SEO tools.
Finding the Right Tools for the Right Functions
Now to the important question—where do you start?
With tons of white label marketing tools available, it can be tricky to distinguish the ones you need from the pile.
In terms of marketing technology, your agency should be equipped with tools for different functions:
- Search Engine Optimization
What separates the good agencies from the successful ones is the ability to provide transparency and explain the value of the service to their clients’ business. If you don’t have clear metrics to show or any progress to report, where does that leave your agency?
During my tenure in digital marketing, one of the things I noticed is how agencies struggle in consolidating the most important data that they’ll send to clients. Most of them rely on tools that pull information from different places, making it extra hard to create an SEO proposal that explains how the agency can help clients achieve their business goals.
The key here is to use a white label SEO dashboard that allows you to manage campaigns from one place. This makes it easier for your agency to get the most important SEO metrics, analyze where opportunities lie, and monitor improvements on their SEO. Avoid sticking your fingers into too many SEO tools—chances are that some of these tools might not even be necessary for your projects, or may replicate some of the functions you’re already getting from one tool.
- Email Marketing
How many times do you talk to your clients? What about your leads? How often do you reach out to them?
Most digital marketing agencies don’t realize how a missed email can make a difference between a lead that’s about to turn cold and one that only needs a little push through constant nurturing.
Communicating with your clients and prospects should always be a priority. It’s one of the foundations of a strong agency-client relationship. As an agency, you need to fill out the gaps in your communication strategy to simulate the care with your leads and ensure clients won’t churn.
Invest in email marketing tools that make communicating less taxing on your side and provide you access to powerful features. Some email platforms have automation, email templates, newsletter features, and autoresponders that you can set up easily.
- Social Media Management
Monitoring the social presence of one client is easy. But, it’s an entirely different story if you’re handling social media campaigns for ten clients. Think of the time you’ll be spending on creating posts, engaging with their audience, and maintaining their social profiles.
Social media management requires finesse. Considering the different platforms, you’ll be handling, it’s important to have a clear strategy for each client’s success. This goes without saying that your agency should also be equipped with the right social media management tools.
Using social media management tools eases the heavy lifting your agency does for your clients and enables you to maximize every strategy in place.
- Pay Per Click
PPC is a lot like social media management. It’s not something you can set up and neglect after a while. You’ll need to devote a portion of your time and effort into setting up ad campaigns, testing keywords and ad copies, and monitoring results.
While you can allot your time to run PPC campaigns for a client, it’s hard to do at scale. Think of the work you put into a single client who’s asking to run different ads with different keywords. Can you imagine doing the same amount of work for 20 or more clients? This will push you off-track and cause you to neglect some of the agency work you should be doing.
This is why it’s important to use a PPC platform that takes away some of the extra work from your agency. Some PPC tools provide intuitive functions that allow you to view multiple campaigns from one place or generate reports that you can send directly to clients.
Some Pro-tips to Keep in Mind
Before you choose your white label tools, analyze your agency’s daily needs from top to bottom. Determine which tasks or processes require automation and which ones you can handle manually. From this, make a shortlist of tools that you think will fit into your agency’s capabilities and streamline your day-to-day operations.
It’s also important to consider the in-house knowledge or familiarity of your team with the tools you’re planning to use. Will they need additional training? How much time do they need to dedicate to learn how the tool works?
Knowing all these, plus a little research, can help you pick out the best marketing tools to use for your agency.
Ask Yourself: Do You Need These Tools?
If you’re looking for ways to make things easier for everyone on your team, yes.
If your agency is serious about scaling and getting to that seven-digit revenue status, definitely.
Some agencies may be hesitant to use these tools and say how it’s just going to add up to their overhead expenses. They’re missing a lot, I tell you. Think of these tools as a long-term investment rather than just another weight in your pocket. These tools will help you juggle less of the fulfillment, so you can focus on what’s important – doing more for your clients and accelerating your agency’s capabilities.
Itamar Gero is the founder and CEO of SEOReseller.com, a white label SEO company and digital marketing solutions provider that empowers agencies—and their local business clientele—all over the world. When he isn’t working, he’s traveling the world, meditating, or dreaming (in code).
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Also published on Medium.