White Label Local Marketing

In part one, I delved into what I see as the primary reasons why resellers tend to fail – when they fail. I ended on the number one reason I see resellers failing, a complete lack of a plan, and, more precisely, a complete lack of any marketing plan or focus. Marketing is a complex subject; there are numerous methodologies, venues, and strategies. Skill and ability certainly play a crucial role in marketing and sales; however, it is essential to note that in this industry in particular, upwards of 99% of sales of services made are made by the untrained, but also by those possessing little or no sales ability. But too small or no general human charisma or aptitude – stereotypical anti-social geeks comprise the lion’s share of those making the sales! – I know because, for much of my early career, I was one of them. 

The other thing that must be said is the fact that marketing venues exist all around you. Many people fall into the psychological trap of thinking that the only marketing venues worth pursuing are tech-driven, i.e., SEO, PPC, or big-budget digital advertising of one kind or another – this is nonsense. The venues I propose do not have steep financial walls to scale or are scarce or limited. 

Central to everything is planning itself, which many people are not gifted with being able to do quickly. Many people who begin to plan try to itemize plans like they are writing a grocery list and fail to recognize that in real-world planning, linearity seldom, if ever, is a good thing. I am a firm believer that plans need to be spelled out. Still, I’m also realistic in that plans adapt and change all the time, and therefore a marketing plan should be viewed more like a fluid and dynamic course of actions to be taken rather than assembly plans that need to be precisely followed. 

Get Local & Get Logical

Most white label resellers I meet think that to be successful, they need to reach out to the world and capture leads far and wide; the logic they are operating under is that the world is more populated than their town, and therefore more leads will mean more sales. This logic is simple but fatally flawed. To understand why you need first to realize that most sales of digital marketing services, by a WIDE margin. The reasons for this are many, starting with the foundational principle that if our industry could be consolidated around a single nationwide mega-corporation, it would have happened already. Our industry is a lot like that of other skilled trades requiring a hands-on application to be successful – i.e., electricians, plumbers, carpenters, etc. 

The other primary reason most sales are local is because of a generalized lack of trust in throwing large sums of money at a remote company doing something highly personal; it doesn’t make a lot of sense from most clients’ perspectives. 

This makes marketing most white label digital marketing services a whole lot easier. Some resellers tense up and exhibit anxiety at the thought of local marketing; to them, the idea may seem radical, especially if they come from a corporate background – but they need to get over this fear of change. The fact is that our type’s business is transacted at a local level most of the time. 

Local marketing has many types of venues, trade shows, home shows, local partnerships with other business types, local networking events, and even online marketing. There are many ways to tap into the local market, which require a degree of creativity and out-of-box thinking. 

Home Shows & Trade shows

Utilizing local home shows and trade shows to drum up business is pretty simple – show up. All you have to do to market yourself using these venues is to attend and casually chat with business owners at their booths. They are often bored and happy to speak with another entrepreneur. Make sure you have business cards on hand to hand out to those you meet – simple.