White label marketing is one of the bread and butter secrets of the digital marketing industry. You probably don’t realize how common it  really is and how many products offered all the time come from a white label background. This piece will give you an in-depth look at white label marketing, how it works, common products, and how it can help your business. 

What is White Label Marketing?

White label marketing means providing a marketing product to another company under their branding. This other company will sell the product as their own, with the original company actually doing the work and providing the expertise. White label marketing provides a cost-effective way to add a new product to your lineup and be able to provide the expertise to fulfill it without the overhead cost of hiring new staff and software. Ultimately, white label marketing allows you to scale your business. 

You can also white label services. For example, if you run a small business online, you may not have any employees. How can you run your business, ship orders, and answer the phone at the same time? One solution is to hire another company to answer the phone for you. This partner can take care of customer service and send the orders to you.

The same thing works well for marketing companies. With white label digital marketing services, another business can create content for your customers. When they work for you, they always use your business name. That way people think they’re connecting directly with your company.


What Does White Label Mean?

White labeling is also known as private labeling. In this type of arrangement, another business creates products for you. Instead of carrying the manufacturer’s label, these items have your company’s name on them. People who buy your products have no idea that another company produced them.

This kind of practice is more common than you might think. Many companies use some type of white label to sell products or services. Grocery stores, clothing stores, and electronics stores all buy items from other companies and resell them under a new label. White labeling is a kind of partnership marketing.

Popular clothing companies don’t always make the jeans you buy. They may pay a partner to create clothes and put a private label on them. Some clothing stores have separate partners for shoes, jeans, t-shirts, purses, and other items.


What’s the Difference Between White Label, Private Label, White Label Reseller, and Outsourcing Marketing Services?

All these phrases can be used interchangeably. They essentially mean the same thing, that a provider sells their product to  another company to sell under their branding. But below we’ll go into the small differences. 

White Label

We won’t get into too many more details here beyond what we’ve explained above. Just know a company that produces products or services that are white labeled sells them to another company to be rebranded and resold under that second company. This practice happens all the time!

Private Label Marketing

Private label marketing really gets into the nitty gritty of how this kind of servicing works. These kinds of products are made and sold under a specific company’s brand. Think of clothing stores like Zara or H&M. A vast majority of their products have their own label on the tag. But it’s likely that they get their merchandise from a few different production companies in addition to their own production lines. But it’s all sold under their name. Private label marketing works the same way. It’s a product made then sold under a private label by another company. 

White Label Reseller

The white label reseller is the company who buys the product from an expert company, then resells it to their customers under their own brand. This company is looking to scale their business and expand their product line without the overhead  costs of hiring new staff and purchasing new technology in order to make the product work. It’s becoming a more common practice with SEO. Learn more about what a white label SEO reseller program is and see if it’s the right fit for you. 

Outsourcing Marketing Services

The term outsourcing can sometimes have a negative connotation. It brings to mind call centers in different countries. But that’s really not the case at all. Outsourcing marketing services is a common practice that allows for greater production and scalability for one company. However, there is a subtle difference between outsourcing and white label marketing. Outsourcing is paying someone else to do something for your business, like your email marketing or social media advertising. White label marketing is integrating this other company’s product into your own lineup to then sell to your own customers. That company still does the work for their own product, so in a way you are outsourcing. But the work gets done as part of your own brand. 

Types of White Label Marketing at Boostability:

  • B2B – Up to this point, we’ve been talking B2B relationships. This is what we at Boostability refer to as Partner Marketing or our Partner program. As a white label SEO partner, we offer the SEO service to our partners that then resell the service to their customers under their brand name. And we’ve perfected this program over the years. When you sign up, we can get you selling in a matter of days and turning a profit in a matter of weeks.

    Our customer services team talks to your customers as a part of your own team and updates SEO customers on the status of your campaign. We have a reporting software for all our partners to regularly check and see the status of every campaign. And a Sales Support program that helps close the deal with a customer when you’re ready to make the sale. And all this is done with our partner’s brand in mind. We make the  entire process affordable and easy to integrate so our partners can help the small business customers they already know and service.

  • B2C – Boostability also sells directly to the small businesses who want to buy SEO services from us. These SEO services for small businesses are built directly for these small and local businesses who want to get found. Our product is not automated, and is made with small budgets in mind so that SEO is not just a luxury for the big brands. 


Common White Label Digital Marketing Services & Products

Like we’ve mentioned, white label marketing is way more common than you might think. Expert companies like Boostability with SEO services sell their product to companies who want to offer it. While we don’t disclose our partners, just know they’re some of the biggest website domain and digital marketing companies out there. 

Look at some of the most common white label reseller services out there. 

White Label Reseller Services:

  • Social media marketing
  • Blog writing and content marketing
  • Search engine optimization
  • Website building
  • Data analysis
  • Market research
  • Keyword research
  • Link building


The Benefits of White Label Marketing for Digital Agencies

There are two main types of small businesses that benefit from white label digital marketing. First, companies that sell marketing services to other businesses can use a third party with more experience in SEO. Also, small businesses that need help writing blog posts may hire a digital marketing partner to create content. Here are six advantages to using this option:

1. More Services for Your Customers

Your company may not have enough employees or time to take care of everything your customers want. For example, you may focus on website creation. How can you provide excellent SEO, blog articles, or videos as well? With white labeling, another company can handle the details and let you deliver the finished product.

Here are a few extras that this type of partnership can provide:

  • Social media influencers
  • Offsite blogs
  • Link building
  • Business reputation services
  • Professional photography
  • Infographic design

White labeling can allow you to offer specialized services too. A third party can print catalogs and business cards. Software companies can build mobile apps or add credit-card payment options on websites with your company name.

2. Advantages Over Competitors

Some markets have a lot of competition. The difference between someone choosing you or a competitor may come down to which company offers the best services. White labeling can make your company more attractive because you provide things that competitors don’t. Essentially, it gives a very easy leg up on the competition. 

3. Access to a Larger Team

Having a marketing partner may let you take on bigger projects. Normally, your team may only be able to help a few customers at a time. If one of your clients needs hundreds of social media posts unexpectedly, what can you do? That’s where white label SEO services help.

By working with content professionals, you can easily adapt to larger orders. It doesn’t matter if you need 50 pieces or 500. Your digital marketing partner can find as many writers as needed to get the job done on time. That also helps you take care of business emergencies.

4. Freedom To Focus on Your Business

As a business owner, you have important decisions to make. Your responsibilities include keeping an eye on accounting, sales, and marketing. Plus, you need to hire employees and make sure they work correctly. It’s not easy to balance all of these departments.

One solution is to let a digital marketing partner take care of the little things, such as email marketing or social media posts. That way your company benefits from technology in a smart way, but it doesn’t distract you. You can focus on the most important areas of your business with as little stress as possible.

5. Help From Industry Experts

Some areas of digital marketing are constantly changing. For example, SEO services have to stay up to date with changes to search engines such as Google. Things that worked great in the past may need a different technique now. Partnering with SEO professionals who understand these changes can deliver better results. Some white label digital marketing companies focus completely on SEO, so they know it inside and out.

Experts can be especially helpful for pay-per-click advertising. Success in this area means choosing the right keywords for your customers. To get the most out of Google AdWords, you need someone who understands the statistics and knows how to increase clicks. That way you maximize your return-on-investment and avoid spending money on the wrong search terms.

6. Fewer Business Complications

If you want to, your company can handle all kinds of digital marketing in-house. You can hire SEO experts, Google AdWords experts, software programmers, and other professionals. However, it takes time to find people you trust. Also, you may have to spend a lot of money to convince them to work for you.

White labeling your digital marketing services means you don’t have to worry about any of that. Your content partner takes care of the heavy lifting, you bill your customers, and everyone goes home happy.


What to Look for in a White Label Marketing Partner

When looking for a winning solution for your business, you want to make sure that you find the right white label marketing partner for your business and your goals. 

First you need to figure out the kind of service you want to sell. What are your customers looking for or asking for? What could help you with the greatest retention over time? There’s tons of products you could choose from, so decide which are the right ones for you to offer to your customers. Then you’ve got to put in the work to find the right partner to accomplish those goals. 

There’s different levels of white label marketing as well for you to consider. In a front-facing arrangement, your partner handles every step of digital marketing. This includes working with your customers and resolving problems. Back-end services simply provide you with content, letting your company deliver or post it.

You want to make sure your partner aligns with your goals as a reseller. Outline what you want to accomplish and why you’re seeking to white label a service to make sure they align with your goals. You need to make sure they have the expertise to take on all your clients and be able to grow and scale with you. Make sure they communicate clearly with you and both parties understand expectations and timelines before anything starts. Your partnership marketing plan needs to work for you!


Tips for Making the Most of White Labeling Marketing

Partnering with a digital marketing company can be a powerful tool for business success. However, to get the most benefit, there are a few things you should keep in mind:

  • Only work with partners you trust. When you place your company name on a product, it affects your reputation. Trustworthy agencies look for ways to increase your reputation and deliver excellent service. This makes your customers happy.
  • Ask for more information. Great digital marketing companies can answer any of your questions. They should explain your options clearly and provide packages for your company’s specific needs.
  • Look for experience. It pays to work with experts. There’s nothing wrong with asking for examples of past work. A large portfolio of happy clients is a good sign.
  • Don’t believe promises that sound too good to be true. Digital marketing partners should be enthusiastic but honest. Avoid companies that promise things they can’t really deliver, such as page one ranking for customers in 30 days. Instead, trustworthy companies should have data to show what you can reasonably expect.

Take your time when selecting a white label partnership. An awesome marketing partner (like us!) can boost your revenue and increase your customer base. Above all, this option can give your company an amazing reputation.


Partnering with Boostability for White Label Marketing Services

If you’re looking for an SEO product to resell to your customers, look no further than Boostability. We work with partners and businesses of all sizes to help with their SEO needs. We’ve developed a proprietary technology platform that allows us to do all the work at cost, at scale, and customizable to your business and branding. We operate under your company name to provide SEO services to your customers with our expertise backing the product. We provide customer service, fulfillment, sales support, partner management, and marketing support to all of our partners to make sure they get the most of their partnership with us to maximize the ROI.

Get started with Boostability today and talk to one of our experts about how Boostability can help you with your white label SEO needs.



Matt Tennison has over 20 years experience in the advertising and marketing sales fields, and over 15 years experience in high-level business development and partner relationships. Over his career, Matt has worked for large advertising publications and national agencies where he’s had great success in advertising sales, business development, and sales management. Matt joined Boostability in 2011.