WHITE LABEL PARTNER CENTER

Welcome to the 51Blocks White Label Partner Center! This serves as a sort of wiki for our white label partners who need help with any part of the process, from sales to fulfillment. Being involved in a partnership involves both sides coming together as efficiently as possible in the best interests of our clients. As we all know, one of the most important things in marketing is consistency. This resource center will help you stay consistent throughout the engagement with your clients. Our Partner Center can help answer questions you may have about sales, fulfillment, or even general queries on what it takes to be a good white label partner.

Each section, when clicked, will expand into a deeper explanation of that part of the process. Not seeing an answer to your question?

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Sales

How to create a custom quote for your client

Keep your profit margin in mind, while also keeping in mind the realistic cost of a campaign. You want your client to see the value in what you are offering them. You don’t want them to go looking for a cheaper quote, but you also want to cover your direct costs and make a profit.

Our process for determining direct cost quotes to you

Before providing a direct cost quote to you, our team takes a few things into account. Your client’s location, competitors, current site health, their user experience and their overall goals are looked over, to create a plan that is unique to your client. This ensures that all their needs are met and they can see the most benefit from their plan.

Business details required for a custom quote

  • Client’s overall marketing activities
  • Previous SEO/PPC/Social
  • Client’s budget (if applicable)
  • Client’s goals
  • Client’s location and ideal targeted locations
  • Client’s competitors
  • Keywords that the client would like to rank for

This information is necessary to tailor a custom fitted plan to your client. As well as, to come up with the realistic cost it will take to deliver what they need.

Do You Have Case Studies Ready to Share with Potential Clients?

Case studies are important, they show hard evidence that tactics work and bring results. It’s hard to argue with numbers, especially when they are going up. These are examples of what our team has done for clients just like yours.

Hosting- Not all hosting services care about their clients, but we do. We cover all of the grey areas, so you don’t have to worry. Here is what our hosting service can offer you.

  • Backups - We offer 90 days of backups, just in case you ever need them.
  • Updates - We go above and beyond to ensure your core, theme and plugins are always up to date. An up to date site is the first defense against hackers.
  • Performance - We ensure your website is also running at peak performance. Fast loading pages are valuable to SEO success.
  • Security - We give you SSL (secure certificate), most places would charge you $50-$100 for this. SSL helps with SEO and is one of the things that Google looks for when crawling sites.
  • Uptime Monitoring - We monitor your site and check it for uptime every 5 minutes. This ensures your site is never down and you’re never missing out on traffic. We currently host over 350 WordPress websites successfully, with no down time to date.

Website Design - It isn’t just about how a search engine views your client’s site. It is also important for site visitors to enjoy their experience. Ease of use and clarity plays a big role in how many people choose to stay and use your site. These are the things we address.

  • Ease of Use -.How easy can visitors find what they are looking for?
  • Accessibility - Is the site mobile friendly? It is important that mobile users can easily navigate your site, not just view it. Accessibility also takes into account devices that are used by vision, or hearing impaired visitors.
  • SEO - Some website features benefit SEO and other hurt it. Things like in site search engines, blogs and shopping carts can hurt SEO if not set up properly.
  • Security - Whenever information from site visitors is collected, you have to be sure to keep that information protected. The site needs to be secure from hackers, malware and other dangers, we take this into consideration.

SEO - SEO is a key factor in every website’s success, a website will never get anywhere if no one ever sees it. Here’s what your client can expect from our SEO services.

  • Thorough Investigation - We start off every SEO project with a keyword analysis, competition investigation, a site analysis and a business consultation. We lay it out so your client can see where they are and what it’s going to take to get where they want to be. We are always realistic with time frames and the investment it will take to see a return on their investment.
  • Strategy - We create a detailed plan that outlines our strategy and covers exactly what we will be doing to get your client results.
  • Consultations - We stay in communication with your client, so they know exactly what they’re achieving.
  • Personalized Service - We strive to put ourselves in your client’s place and understand their business, so we can drive traffic to their site that will be beneficial to them.

PPC - A successful campaign is always the goal when venturing into PPC and we strive to make that success happen. Here’s what our PPC services can offer your client.

  • Experience and Dedication
  • Communication
  • Detailed Keyword Analysis
  • PPC Bid Management and Campaign Analysis

Content - The information on a site plays a big role in how people perceive it and how likely they are to continue using it. When a potential customer visits your client’s site the content they see is their first impression and we help make first impressions good ones. Our content service ensures relevant, researched and up to date content.

  • We will work to reach key influencers, build relationships through social media, and create content that may go viral.
  • Most importantly we will represent your brand in the best possible light!

Getting your prospect on the path to saying “Yes” and making the initial sale can be difficult, but it doesn’t have to be. Here are some questions you can ask yourself, the answers will in turn help you close the deal. You don’t know what to offer them, if you don’t know what they need.

Tips For Selling Digital Marketing Packages

  • Understand how your client makes money - What is their sales process and how can you improve it?
  • Get as much detail about the business as possible - What is their goal, their main customer base, who are their competitors and how can you give them a ‘one up’?
  • Understand the client’s goals - What is it that they are trying to achieve and how can you help them climb that mountain faster? What is their idea of success?
  • Set reasonable expectations for KPIs - Don’t over sell what you can do for them. What is a reasonable expectation for them?
  • Previous/Current Marketing Efforts - Emphasize the 51B holistic approach. Don’t tell them what they’re doing wrong, just emphasize how you can enhance their current efforts and bring new tools to the table.
  • Budget - What is their budget? Keep services realistic to what they can afford, don’t try to sell them a yacht if they can only pay for a sailboat.
  • Communication Expectations - What kind of communication do they expect to receive and how can you meet those expectations?
  • Understanding the Competitive Landscape - Do they understand what they are up against? Do they have big name competitors and how can you help level the playing field?

Warm and hot leads are people who know about you and know about your services, but haven’t yet chosen to purchase these services from you, even if they’re thinking about it. There are few pieces of information to get from them that can help sway them to a sale.

  • More information about their business - You’ll be better equipped to connect with a lead if you can relate with them and in order to do this you need to know what they do.
  • More information about what they need - Client’s don’t want to invest in things that don’t benefit them, in order to land a sale you need to know what you can give them, that they don’t already have.
  • More information about what tools they’re already implementing - If you know what they’re already doing, you have enough information to convince them that you can help do it better.

Upselling is a strategy in every market, it not only benefits the buyer, but also the seller. The main thing we keep in mind when trying to upsell is figuring out what package B can offer, that package A doesn’t and why that extra bit is important to your client. We won’t sell them something they don’t need.

  • Making sure there is an adequate foundation for digital marketing - This all starts with a great website. Many times your clients might want SEO or PPC, but without a conversion oriented site, they will see little value from these services. Websites are one of the most common upsells initially.
  • Aligning upsells with client goals - Upsells are based on a client request or an area of opportunity. We only upsell clients when ROI justifies the campaign adjustment
  • Utilizing your partner to develop pitches - We are very experienced in researching the value in different markets for clients. Let us know what service you would like to expand or we can do a full audit of opportunities for clients.

How to upsell organically

  • Understanding the right time to upsell - The best time to upsell is when the current budget won’t allow you to meet the client’s goals, or if there are areas of opportunity that the client isn’t effectively pursuing
  • Basing upsells on success (how can we do even better?) - Scaling is a huge part of marketing and once something starts working and showing results, it’s only logical to apply the strategy to as many areas of the campaign as possible.
  • Showcase your victories to expand the strategy - Capitalize on the gains made with your client’s current strategy by offering campaign enhancements. Are they only getting one blog a month that sees a lot of traffic? Then they should consider expanding their budget to accommodate more of that content.

What is a healthy profit margin for digital marketing services (Value Issue)?

  • This varies depending on which digital marketing service is being marked up. For example, websites can be marked up 20-150% since it is difficult to tell the difference between a $3,000 website and an $8,000 website. For SEO, we have found that if services are marked more than 35% there needs to be additional value added. This is because it is often hard to show the value of a large markup in SEO. You don’t want your client to consider a cheaper alternative, but you also want to make a profit.

Monthly pricing packages w/margins Example

  • Local SEO - 20-25%
  • National SEO - 20-25%
  • PPC - 20-30%
  • Social Ads - 10-15%
  • Content - 25-50%
  • Website Development - 20-150%
  • Hosting - 20-100%
  • E-commerce- 20-25%

51Blocks Setup Fees

  • PPC and Social Ads have setup fees

Qualifying leads can be the difference between an easy sale and a waste of time. You can’t sell digital marketing services to someone who has no use for them. These 4 things will help you qualify your leads and waste less time on dead end leads.

  • Know your buyer profile - What do you know about them, are they similar to your past, or current clients?
  • Know the difference between interest and intent - Are they just browsing, or are they looking for services?
  • Make sure you’re selling to the right person - Is the person the owner of the website, or authorized to make a purchase?

Check out their website - A look at their website can quickly tell you if you can help them.

Being a Good White Label Partner

There are a few thing you can keep in mind to make sure you are being a good label partner. In any business relationship it is important for there to be no lapse in communication or synchronization. In order to achieve the most, with the least problems we all need to work together.

  • Prep our team for onboarding - It is just as important for you to keep us informed as it is for us to keep you and your client informed. Communication is an important part of any business relationship. Giving us the most information to begin with will set us all up for success. It allows your new team to maintain the expectations you’ve set with your client and set any new timelines or expectations based on their overall goals.
  • Understanding and reporting your client’s revenue structure
    • Lifetime Value - What is the total average revenue generated by a customer or patient throughout their engagement with your client’s business?
    • Average Sale - What is the average revenue generated by a single sale to a customer by your client’s business?
    • Current cost per conversion - How many marketing dollars are currently being spent to turn a user into a lead across all channels? This helps establish and show value to your clients. We can apply an industry average as a general measurement if these numbers aren’t available.
    • Close Rate - How many of your leads turn into actual customers?
  • Fulfillment - Are we a key part of your agencies overall strategy?
  • Client Management - Communication is the most important part of client management. We rely on a shared inbox for clients so that requests and questions are answered promptly. We also send updates after tasks are completed- no more wondering what your SEO/PPC expert is doing! Providing monthly reports and meetings on those reports helps us keep the client informed of the value they are receiving from the campaign and it and makes sure that the strategy is always aligned with their goals. We are also fully equipped to work within your project management tool of choice (e.g. Basecamp, Podio, Asana etc.). We focus on having full transparency, even at the task level, so that we can keep clients informed and work towards the goals of the account.

Defining your client’s KPIs can help us to better help your client. Our philosophy of Marketing by Math is a proprietary, data-driven solution to help your clients increase their revenue. Understanding the relationship between every dollar spent vs every dollar made will not only help to inform our general strategy, but can easily be aligned with your clients’ ever-changing goals and ultimately help grow their businesses.

Key performance indicators are the stats that you decide are most important to your business. As such, you will want to pick the stats that impact growth or revenue so that you aren’t working on increasing numbers that will do little for your bottom line. This should be a measurable stat so you can gauge the success of your marketing efforts. Some KPIs we recommend tracking are:

  • Conversions
  • Leads
  • LTV of a client and your close rate

Learn more leveraging your client’s KPIs here.

Happy clients are loyal clients. Here are some things to keep in mind when checking in with your client.

  • Satisfaction Level - Are they happy, what could we do to improve their satisfaction?
  • Do they understand the reporting data? - Being able to understand the data is vital to their understanding of how we are helping and they are benefiting.
  • Do they understand the strategy? - If they don’t understand the strategy they may not grasp the importance of how it will benefit them, and they may do things to undermine it, without knowing.

Not every client can see the value in digital marketing when they have limited visibility to the tasks taking place each month. By offering transparency into the process, you can show value for the services they are receiving. Through education and open lines of communication, your client will be able to see the effort put forward from their campaign spend and the ROI each month. Always focus on growth, but don’t shy away from struggles. Presenting both negative and positive issues on a client’s account, we have an opportunity to improve their strategy.

It is important that you tend to unhappy clients as quickly as possible. They should be your first priority. When dealing with an unhappy customer the way you handle the situation plays a big role in the outcome of the situation.

  • Schedule a call as soon as possible
  • Keep your data ready and available to be used if needed
  • Speak to specific successes, this is not the time to be vague
  • Have a plan of action prepared to address failures, the client needs to know that you know what you’re doing.
  • Be prepared to answer questions

Below are the items that we need to white label your campaign

  • Google access for our team
  • Access to an email for communication with the client
  • Access to any 3rd-party tracking/sales tools
  • Provide branding materials, logos and any other assets needed to represent your business
  • Access to previous marketing reports
  • Website access for our team

Qualifying leads can be the difference between an easy sale and a waste of time. You can’t sell digital marketing services to someone who has no use for them. These 4 things will help you qualify your leads and waste less time on dead end leads.

  • Know your buyer profile - What do you know about them, are they similar to your past, or current clients?
  • Know the difference between interest and intent - Are they just browsing, or are they looking for services?
  • Make sure you’re selling to the right person - Is the person the owner of the website, or authorized to make a purchase?
  • Check out their website - A look at their website can quickly tell you if you can help them.

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SEO Resources

What is Moving the Meter?  Increases in conversions are your first priority. After that focus on traffic, engagement and ranking increases.

Calculating ROI is simple. Simply divide your campaign budget by the number of leads you have in the month or year. We can help you take this a step further by tracking:

  • LTV of a client - How many times customers or clients return to the business for products and services per year. Knowing these stats allows you to create a strategy that maximizes profit from your leads
  • Close rate - This is the percentage of leads that turn into sales. Leveraging this stat will help you get better leads and optimize your strategy for more conversions.
  • Top converting pages/paths - These are the pages a user visited that led to a conversion. Keeping track of converting pages will help you get more from your content strategy. This will also show you what pages you need to improve and will identify the parts of your website that are difficult to navigate.

Making sure all technical elements stay the same (URLs, metadata, internal links) is the best way to keep rankings during a site rebuild. Here are some more tips.

Any time a user submits their contact information to the client or contacts them directly via digital marketing efforts we call it a conversion. Learn more

The first thing you will want to check is to make sure that you don’t have a penalty in Google Search Console. Then follow these instructions to get your client’s site back on track.

PPC Resources

Defining the Cost Per Conversion
The amount spent to acquire a sale or a lead. You can calculate cost per conversion at any time by dividing the total amount spent by the number of leads.

Total Cost of Campaign/Number of Leads = Cost Per Conversion

Return on Ad Spend (ROAS)
ROAS is the metric used to determine the value and outcome of an advertising campaign. ROAS helps calculate the return on every dollar spent and how much revenue was earned. The higher a campaign’s ROAS, the higher return with the bare minimum being set at a break even point so that the client doesn’t lose money. You can calculate ROAS by dividing the profit from the ad campaign by the cost of the ad campaign.

Profit From Ad Campaign/Cost of Ad Campaign = ROAS

We can help you take these metrics a step further by tracking:

LTV of a client - How many times customers or clients return to the business for products and services per year. Knowing these stats allows you to create a strategy that maximizes profit from your leads

Close rate - This is the percentage of leads that turn into sales. Leveraging this stat will help you get better leads and optimize your strategy for more conversions.

Cost/Conversion Target versus Cost Per Acquisition (CPA) - This is the target cost you’d like to acquire a lead or sale for versus the cost-per-conversion that is achieved on the actual campaign.

Clicks
Clicks and impressions are probably the singularly most important basic metrics that any account manager should be watching on their PPC campaigns. Clicks refer to simply the number of times an ad was clicked on in a campaign.

Impressions
The second basic PPC metrics to watch is impressions. Impressions refer to the number of times an advertisement is displayed.

Cost Per Click
The average amount that you pay for an ad is called the cost per click. This figure can vary wildly from industry to industry and can be higher for some keywords depending on the competition in the market. You can often bring down your cost per click by utilizing longtail keywords, but if you want to remain competitive for your core competency, this may be ill-advised.

Click Through Rate (CTR)
You can easily decipher the CTR of your campaigns by dividing the number of clicks by the number of impressions.

# of Clicks / # of Impressions = CTR

Impression Share
Impression share measures the number of impressions your campaign receives versus the number of impressions it could have received. If the total number of searches performed for the targeted keyword was 1,000 but your ad only appeared 800 times out of those searches you have an 80% impression share and 20% lost impression share. Looking at the lost impression share gives you the data you need to decide whether to increase your ad spend budget or raise bids. Lost impression share metrics allow you to find out how many impressions were lost due to budget constraints or low ad rank due to poor quality scores or bids. You can calculate the clicks and conversions you could have received if you had not lost those impressions by the equation below:

# of Searches Performed for Keyword / # of Times Your Ad Was Shown = Impression Share

Conversion Rate
Conversion rate is the rate at which people convert. In some cases, this can mean a form fill, others a phone call. In its simplest form, it’s the number of people who buy. Conversion rate measures how often clicks are made on your campaigns result in a conversion action- a sale, lead, sign-up, etc. You can calculate your conversion rate by utilizing the following equation:

# of People Who Took Action / # of People Who Clicked On Campaign = Conversion Rate

To figure out if PPC is worth it, first you need to figure out what a lead is worth to your client. Find out how many leads you have had contact with and then see how many of those leads have become customers. Next, find out what the average value of each of these customers is. You should also look at the lifetime value (LTV) of a customer if you have historic data.
Here’s an example: In a month long campaign, Jim closed 4 of 10 leads he received. The sales were worth $3,500, $500, $2,250, and $75 ($6,325 total). $6,325 divided by 10 leads means that each lead was worth $632.50 to break even.
Mathematically, the formula looks like this:
V = ( R / L )

In the formula above, let L equal the total number of leads, let R equal the revenue generated from the closed leads, and let V equal the value of each lead.
If we use the information from the Jim example, the PPC formula looks like this:
632.50 = ( 6,325 / 10 )

Now that we know what a lead is worth, we can look at the rest of the PPC formula. Let’s say Jim is going to spend an average of $8 per click and $1000 per month on AdWords. He also will pay a $200 management fee and a management fee for a total of $1,200. This budget will allow him to get 125 clicks per month ($1000 divided by 8). To break even on his investment, Jim will need to generate at least 3 leads per month because he will be spending $1,200 per month, his leads are each worth $632.50, and 2 leads are worth $1,265 ($632.50 multiplied by 2 leads). To profit, Jim will need more than 3 leads.
The next part of the PPC formula looks like this:
( A / C ) * X = E

In the formula above, let A equal the total Google AdWords budget (do not include the management fees), let C equal the average cost-per-click, let X equal the percentage of clicks that become leads (expressed as a decimal), and let E equal the number of leads generated. Some of the information required for this part of the PPC formula needs to be gathered using the tools in the resources section at the bottom of this post.
Let’s plug in Jim’s data and see what the PPC formula looks like if Jim just wants to break even:
( 1000 / 8 ) * X = 3

Simplified:
125 * X = 3

Solved:
X = 0.024 (which is a 2.40% conversion rate.)

How to Use the PPC Formula
You can also use the PPC formula to set goals for conversion rates and see what the outcome could be. For instance, let’s say you knew that realistically Jim would not get more than a 0.5% conversion rate for whatever reason. You can plug that in to calculate the number of leads Bob could expect from his budget.
Using the PPC formula this way would look like this:
( 1000 / 8 ) * 0.005 = E

Solved:
0.625 = E (which, based on the value of a lead formula, is only worth $395.)

You can change any part of the formula to discover different scenarios or look at the campaign results from different perspectives. For instance, it’s known that a high quality score in AdWords means a decreased cost-per-click (CPC). Let’s see what happens if Jim’s PPC management team can get him the same clicks for only $5 per click using the same data from the break even example from earlier.
Jim’s break even formula with a $4 CPC:
( 1000 / 5 ) * X = 2

Simplified:
200 * X = 2

Solved:
X = 0.01 (which is a 1.0% conversion rate.)

Client Communication

Good communication is important and can help keep clients happy. A well informed client knows what is going on, what to expect and is less likely to get a surprise that may anger them.

  • Check in periodically with your client and your team.
  • Make sure that you understand the data you are relaying to them
  • Be prepared to answer questions without beating around the bush
  • Speak in terms that your client can understand, don’t confuse them

Transparency can be a lot to ask these days, but we do not believe in hiding things from our clients. We are completely transparent with all the work that we do. In your monthly reports, we break down your progress benchmark by benchmark. You will see the tasks completed in the previous month, as well as the work we will be completing in the upcoming month, along with data from any and all relevant sources. We want you to feel completely comfortable with the work we are doing and we want you to know how every single one of your marketing dollars is spent.

  • Discussing Data - Is the data showing progress in the campaign? Helping clients understand what healthy site metrics look like will allow them to see the positive and negative fluctuations each month. Data is at the center of every strategy and determines the roadmap for the campaign.
  • Discussing Strategy - How is the current strategy impacting the client’s business? Discuss what’s working, and more importantly, what isn’t. Utilize the forecasting done to show how accounts are constantly being monitored and adjusted.
  • Highlighting Wins -  Discuss what’s working and how our strategy is positively impacting your clients and their businesses. Showcase the direct value of our work as often as possible. This will help mitigate any fears or concerns that your clients aren’t a #1 priority.

Checking in with clients is important, but you may be unsure as to how often to check in, or the best ways to check in. There are 3 ways of checking in with your clients and the best method varies by client.

  • Being actively engaged - Joining meetings and being cc’d on emails
  • Overseeing without engaging - Checking in with your clients on a bi-monthly basis, or joining a team meeting.
  • Hands Off - Checking in with the 51Blocks team once a month or as needed for status updates

We make client communication easy via a shared inbox. This allows an easy solution for the entire team to communicate effectively. You can reach everyone, from one place.

Our proprietary reporting software aDash makes showing value to clients easier than ever. aDash gives you real-time updates for all of your marketing campaigns. No matter where you are, you can instantly see those all-important metrics. From clicks and cost per lead to page views, conversions, ROI, ROAS, and everything in between, aDash can help demonstrate the true value of every marketing dollar spent.