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So your clients are looking for social media marketing, and you want to be able to provide the best possible solution. If you don’t want to have to staff up to provide for these needs, one of the best solutions is selecting a firm that specializes in white labeling so your brand gets the credit, and the client gets the service that they deserve.
But that is a challenging proposition. At the time of this writing if you were to search “White Label Social Media” on Google, you’ll see that there are about 65,600,000 results. So how do you go about picking? You’re going to want to start having some conversations. A fancy website is one thing, but it all comes down to the actual service that the customer is going to receive. So here are the top 4 pitfalls to avoid when picking a white label social media agency.
Pitfall #1: Picking a Social Media Agency That Doesn’t Specialize in White Labeling
There are tons of digital marketing firms out there, but how many of them are a white label specialist? (Well, at That! Company it’s who we are and what we do. It’s why we’re named “That Company” because we operate as so many different agencies across the U.S. and around the World).When you work with a firm that specializes in white labeling you end up with a firm that has all of the
appropriate processes in place. Nothing would be worse than getting a relationship setup, and then when your customer calls them they answer under their own brand name instead of using yours. Oops…
The other benefit of working with a firm that specializes in white label is that they fully understand your needs. Did you know That! Company provides sales support to all of our white labels? We’ll show up to a meeting ready to “wow” your customers. We realize that if you’re looking to white label, then we need to go the extra mile to help you close the deal. We provide you the contracts and proposal templates to make you successful as well. How many firms would just expect you to close deals on your own? Not us! White Label specialty is key.
Pitfall #2: Picking a Social Media Firm Without Enough Experience
If you’re trying to select a white label social media company, chances are you need a firm that is going to lead your clients, and you! If you know just as much as the firm then you might be in danger. It’s our job to keep up to date with all of the latest changes and help your clients effectively take advantage of new innovations and employbetter tactics.
If you want a firm who knows what they’re doing, put them through the test. Give them an example client (perhaps keep the client name secret), then ask them what kind of strategy they would develop for “x” client in “z” industry. If they’re not able to effectively develop a strategy, then perhaps they’re a cookie-cutter provider. If we all know anything about successful marketing campaigns, it’s that you have to break the mold and do something that is different, to gain the attention of your target audience.
Pitfall #3: Focusing to Much on Short Term Gains vs. Long Term Success
You’ve found a firm that specializes in white label. Check.
You’ve found a firm that is experienced. Check.
Now, what’s in it for you?
I hear it all the time from prospective partners they can go with “El Cheapo” service provider who says if you pay them $1 a month they’ll update your Facebook, Twitter, Linkedin, Instagram, and Pinterest accounts every day with unique content, built just for your clients! Then they can mark it up 2,000% and make a hefty profit! What do you think is going to happen? You absolutely do get what you pay for, and this is an important decision. After all, your brand name and your credibility is at stake!
Is the goal to win a customer for 1-2 months, make a big profit, and create a bad name? Or is it to win a customer, keep them for years, make a fair profit, and build a great name? Here’s my biggest piece of advice: don’t get greedy! If you want to have a thriving business with clients who love you, then find a great provider for a fair price and make a fair percentage. That! Company automatically reduces our street prices and provides you a cut of the overall revenue, so you don’t have to mark-up our service in order to make a profit.
Pitfall #4: Not Building A Scalable Model
Are you going to have to manage all of the client communications? If so, you may be setting yourself up for long-term failure. The white label social media providers are the ones who make the process scalable for you and your business. There may be a certain level of control that you’d enjoy by managing all of the client communications, but if you have a partner that you can trust (which in all fairness is developed over time), then that partner should integrate with you to such a level that it feels like the 20, 30, 50, 100, 200+ people on their staff are in fact YOUR staff.
Imagine managing an agency of 200+ people. Are you going to be in every single meeting? In every single email thread? No, of course not, but you absolutely need to be able to manage things from a high level to ensure your teams are getting the job done, and well for your clients. That’s exactly the kind of relationship That! Company looks to develop with all of our partners. If you’re looking for an experienced white label specialty team, want to make a fair profit, and want to build it in a way that’s scalable for your business, then let’s have a conversation.
Do you have more questions? Do you believe there are more pitfalls to avoid? Feel free to share!
– Mike Knorr, Director of Sales
