Yelena Petic
December 1, 2021

What is a White Label Agency & How does it work?

It is common for business owners to think they can handle everything by themselves. There are many reasons for this. Perhaps they are fearful that things will go wrong, or they don't have the budget to hire additional people and resources, or they haven't yet realized the benefits of outsourcing certain aspects (or more) of their business to a White Label Agency.

Some of the biggest corporations in the world (you have unlimited resources) have relied on White Label Agencies to scale and grow their organizations, including Google, which currently outsources its phone and email support, and Alibaba, which relied on White Label Web Development services when it was launching. And Slack, which initially outsourced its app, website, and logo to a White Label Design Agency.

As technology advances, and algorithms and their rules evolve, digital marketing strategies must also evolve and adapt faster than ever. White Label Agencies exist to help keep digital marketing agencies stay up-to-date on marketing tech and trends to provide their own clients with the highest-quality marketing services.

In this article, we will cover what is White Label and explain how a White Label Agency can skyrocket your business to higher levels of success.

Table of Contents:

1. What is White Label Marketing?

2. Why Hire a White Label Agency if My Digital Marketing Agency Does  The Same Thing?

3. Let’s Talk Money

4. What are the Benefits of Hiring a White Label Agency for My Business?

5. When Is It The Right Time To Consider White Label Marketing?

6. Do Your Research

1. What is White Label Marketing?

White Label Marketing, means having your marketing efforts outsourced to a White Label Agency specializing in digital marketing services, and the resulting digital marketing products and services are rebranded under your business’ name. In a nutshell, a White Label Agency is a digital marketing agency that does the work for another digital marketing agency, and the original digital marketing agency which sought out the other gets the credit under its own brand name.

Your business is essentially outsourcing its project without your clients knowing, all of the work that has been completed by the White Label Agency is under your branding/logo.

White Label Marketing can cover a wide range of digital marketing practices. For instance, SEO, social media marketing, email marketing, pay-per-click (PPC), inbound marketing, and content marketing. It can also include other aspects related to marketing, such as web design and development, mobile app development, professional photography and videography, print advertising, and much more.

2. Why Hire a White Label Agency if My Digital Marketing Agency Does The Same Thing?

It's all about specialization, cost-efficacy, and speed. A White Label Agency functions just like a regular digital marketing agency, just try to think of them as an extension of your own agency…kind of like another private team. Just like other agencies, White Labels specialize in many areas of digital marketing such as social media, social selling, web design, marketing automation, PPC, and SEO, using the same tech and tools for the best campaign results.

It can be very beneficial for a new business that may have a small team because work can be outsourced to a White Label Agency that can handle the work that needs to be done. White Label Agencies have specialists, which means that the work you have outsourced is done by the people possible.

This will allow your team to focus their own efforts such as prospecting, sales, and nurturing client relationships. It takes the pressure off your internal team if they can't keep up with the workflow and you can offer digital marketing services that you may not specialize in and attract more clients to your agency.

3. Let’s Talk Money

If you are wondering how much you would charge your clients if you were to hire a White Label Agency to take on your client’s campaign, the average markup is between 30%-50% of what the White Label Agency is charging you.

That being said, depending on the experience, specialists, quality, what type of marketing service is needed, etc. The average cost of a White Label Marketing service/campaign can range from as low as $700.00 per month to $10.000 per month, so you would markup your pricing accordingly.

Below are the most common White Label Services:

  • Web design and development
  • Web app development
  • eCommerce 
  • Search engine optimization (SEO)
  • Email marketing
  • Social media marketing and management
  • Pay-per-click or PPC management
  • Content development and content marketing
  • Conversion rate optimization (CRO)


In general hiring, a White Label Agency can give your internal team more distinct roles especially when there is not enough work available. Your agency will be able to provide great work for your clients and it will allow your team to focus on other campaigns with attention to detail.

4. What are the Benefits of Hiring a White Label Agency for My Business?

White Label Agency offers businesses/marketing agencies turn-key solutions. The White Label Agency focuses on developing and executing your client's campaigns while saving you the costs of running a marketing campaign. Your business can offer its clients tailor-made solutions and you can focus on your core business functions.

Aside from that, White Label Solutions offers other valuable benefits to your business. Here is a quick overview:

  • Your business doesn't have to specialize in absolutely everything. Yes, your business can offer a broad range of services but by outsourcing the work you don't have to have a large staff and team to do it.

  • Your brand gets the credit for the work that has been done and you as a business owner can wipe out concerns about whether or not your team can provide good quality work for those clients.

  • You can focus on servicing your client relationships and really just focus on the front end of the business.

  • By outsourcing work to a renowned digital marketing agency, you are guaranteeing that the work you are providing your client is done very well.

Let’s now go into detail:

  • Expand Your Marketing Offerings.

A White Label Agency may be the best choice for your company if you already provide marketing services, but some of your clients need specific services such as a website redesign or professional photos and videos, and you lack the resources to fulfill those needs. Doing so will help your organization expand its current offerings without having to go through the process of hiring and onboarding.

  • Access To The Best Tech, Tools, & Specialists

You get access to the latest technologies and can stay on top of marketing trends. A great advantage of hiring a White Label Agency is that you get to offer your clients the best quality services backed by the latest and greatest in tech and tools and the most qualified people to get the job done. White Label Agencies tend to have the best people with years of experience and knowledge on their team, so they not only can create stellar strategies but can execute a marketing campaign perfectly.

  • Save On Overhead Costs. 

When you have an outside team of experts doing the work you can scale your business and save money on the costs of having a full-time in-house team including payroll, insurance, benefits, etc.

  • Saves You & Your Team Time. 

In order to stay competitive, it is essential to offer your clients a wide variety of services/products, especially if clients want or need to add certain services or switch up campaigns. Product development, marketing analysis, and branding are time-consuming and costly processes. A White Label Agency gives you a complete and professional team of specialists when you need them to step in, saving you time, effort, and money on developing a whole new offering for your client.

5. When Is It The Right Time To Consider White Label Marketing?

Before deciding on outsourcing your marketing efforts to a White Label Agency take some time for some careful deliberation. There is a right time for everything; and if your organization is currently experiencing the following scenarios, it might just be the right time to consider White Label Marketing, take a look below:

  • Your Clients Want More Digital Marketing Services

If you don’t offer certain services such as web design or website development and your clients want or need these services instead of taking the time and headache to hire a web designer or web developer, you can save money, time, and headache by hiring a White Label Agency, not to mention your not giving more opportunity to your competition for not offering these services.

  • Poor Results From Previous Marketing Efforts

When you are not seeing the results you want from your marketing efforts, it may be time to call in the experts. White Label Agencies can assist you with evaluating your current strategy and identifying ways to enhance it in order to achieve better results.

  • Decline In Sales

If you are seeing a decline in sales this is a giant red flag for any organization. There can be many factors at play but one of the leading reasons digital marketing agencies lose clients is because they simply lack offerings and cannot keep up with the client's demands, this is a major reason to look to White Label Solutions.

  • Lack of Experience & Expertise

Listen, we all have our niche, and there are many digital marketing agencies with a specific niche, and that's ok. The problem is if you are good at only one thing and your client needs more your both are stuck. It is like watching money fly out of the window and it is not ok to offer your clients subpar services. They will leave no matter how good your team is at executing its niche service, and they will go to your competitor who offers everything because it is easier. Your lack of skill can be a thing of the past when you work with a White Label Agency.

6. Do Your Research

While outsourcing probably sounds fantastic so far, it's not all rainbows and unicorns. Outsourcing work to any third party can have some risks, and a White Label Agency is no exception. Below are a few things to pay attention to when you are doing your research on a White Label Agency.

  • Communication

It is essential to communicate in any healthy relationship, whether it be personal or professional, so see if they seem like they'll keep you waiting for hours, days or weeks without responding. The White Label Agency should have a transparent and structured system in place to keep you and your client updated.

  • Flexibility

The White Label Agency has its own resources, functionality, operation processes, quality-assurance tactics, and hours of operations, you need to make sure they are flexible. Are they flexible enough to meet your client’s and your needs, such as changing aspects of a client's campaign at a moment's notice? Will they work in different time zones? These are all important questions to ask.

The agency should be able to provide case studies and you need to review the work they have done with previous clients. You should go online and look at reviews as well and in some cases directly reach out to previous clients to get a real feel of how they handled their needs. It is not recommended to invest your time with a freelancer because they can be unreliable, it is best to stick with a reputable White Label Agency. This will guarantee you that the work they do for your clients is on time and most importantly better than both of your expectations. It pays to invest well with the right team.

In Conclusion

Maintaining constant momentum for your business is essential and now that you know what to expect, you can decide whether this may be the solution your organization needs. When considering potential White Label Partners, be sure to ask all of your questions so you will know if you'll work well together. All the above-mentioned benefits can be reaped if you partner with the right White Label Agency.

With the help of White Label Agencies, your business can grow and attract more clients. There are many benefits to outsourcing and it can completely transform the way you operate your business. You and your team can focus on exactly what needs to be done and do it well, while the other guy handles the work you may not be capable of handling on your own.

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