Reseller Marketing Made Simple—The Ultimate Guide

When it comes to reselling digital products online, the competition is often quite fierce. Regardless of the industry you’re in and the types of products and services you’re offering, you’re battling hundreds of competitors for every single customer. 

As a reseller, you’re promoting the exact same thing as everyone else with the same white label license. The only discernible difference is in the way you’re “packaging” the product. That’s why you have to ensure that your offers stand out in the sea of eerily similar products if you’re hoping to win customers over. 

Another thing to keep in mind is that you’ll need a comprehensive marketing strategy to attract prospects, effectively convert them into customers, and generate revenue. In this article, we’ll go over seven crucial reseller marketing tips for 2020 that will help you launch a successful business, scale it, and skyrocket your revenue.

Let’s jump right in!

Tip #1: Invest in building your brand

The entire concept of white labeling comes down to buying other people’s products, rebranding them, and selling them as your own. As a reseller, building a strong brand is imperative since branding is at the core of your business. 

This is how potential customers will recognize you online, so you need to make sure that your brand is memorable. Take your time to come up with a catchy name for your brand—preferably something that’s short, powerful, and easy to remember. 

Next, think about your brand colors and the logo. Research other brands in your industry to get a general idea of what works and get inspiration for your own brand. Once you have a clear picture in your mind of what your logo should look like, hire a professional to design it. You don’t want your logo to be blurry and pixelated, or look like someone drew it in Paint. Remember, you’re building a business, so you’ll have to invest both time and money in it before you start seeing results. 

That said, a brand is much more than a fancy logo. Your brand is essentially your online reputation. This involves everything you do on the web, including:

• Your website

• The content you publish

• User experience

• Your products

• Sales and customer service

Key things to consider when building a brand

To build a brand successfully, it’s vital to ensure your communication with customers is consistent across all marketing channels. The prerequisites for this are determining your brand's purpose and the tone of voice. 

There are four questions you must ask yourself when defining the purpose of your brand:

1. Why does your brand exist?

2. How is it different from everyone else?

3. What problems do your products and services solve?

4. Why should people care about your business?

The answers to these questions will be the foundations of your brand. They will help you pinpoint the problems and issues your target audience is facing, that the products you’re reselling help solve. 

Depending on who you’re targeting and what you’re offering, you should get a decent idea of how to address your potential customers, what slogans to use, and what stories to tell. That’s why it’s essential to determine your target audience beforehand. 

You won’t be selling your products to everyone. Instead, you should focus on a specific portion of the market—the people who are most likely to be interested in what you’re offering. Learn as much as you can about their needs, interests, demographic characteristics, online behaviors, and lifestyle. 

Narrowing down your target audience will not only help you tailor your brand to your customers but will also make future marketing efforts all the easier. 

Tip #2: Create valuable content 

Another question you must ask yourself when building a business is: Why would people buy from you rather than from one of your competitors?

The answer to this question is multi-layered. There are many factors that influence a buyer’s decision, the price being just one of them. What most people are concerned about is the quality of the product or service, brand reputation, and the way it treats customers. A survey by Marketing Chats shows that 75% of consumers choose to continue buying products from brands they trust. 

How do you build that trust when you’re just answering the market and nobody knows who you are, let alone whether they can trust you? The best way to do so is through content. However, not any content will do. Your content needs to be:

• Relevant

• Valuable

• Useful

• Engaging

The content you’ll be creating also needs to be connected to the products and services you’re selling, while also providing actionable information to the reader. It must answer their questions regarding the topic and, in some way, help them solve a problem they’re facing, or at the very least—get a step closer to solving it. 

By creating valuable content, you’re increasing your brand’s online visibility, while establishing yourself as an expert on the subject. This is a great way to build credibility, showcase your expertise, and earn the trust of your audience. 

One thing to keep in mind is that creating an effective content marketing strategy is far from easy. You’ll need to perform extensive keyword research, make sure your articles are SEO-optimized, and actually sit down and write them. 

This can be quite time-consuming, so a great alternative is to outsource content creation. There are plenty of excellent writers you can hire on freelancing websites like UpWork, who’ll create exceptional content for your business at reasonable prices. 

Learn more about white label SEO audit tools and other white label SEO tools.

Tip #3: Use lead magnets to generate leads

Unless you’re a marketer with a sizable mailing list, you’ll need to create and set up a mechanism that will consistently generate leads for your business. Leads are people who have already expressed interest in your business, products, and services by sharing their contact information with you.

As you can imagine, nobody is going to give you their email address out of the blue, without getting anything in return. To start generating leads, you’ll first need to create a lead magnet. 

Lead magnets are irresistible offers that you’ll be giving to your audience “for free.” The catch is, in order to access this free content, a prospect must opt-in by giving you their name and email. 

Although you will not generate any revenue from the lead magnets, the email addresses they allow you to collect will be an invaluable asset for your future marketing endeavors. 

Depending on the industry, lead magnets can be:

• eBooks

• Templates

• Quizzes

• Free trials

• Case studies

• Discount codes

• Training videos

• Many other valuable offers

Regardless of what you choose your lead magnet to be, always remember that it must provide great value to your potential customers. This is your first interaction with them, so it’s crucial for your lead magnet to leave a strong positive impact on the audience. This will make them more inclined to check out your promotional offers in the future. 

The landing page

Once you create an irresistible lead magnet, you’ll need a way to promote it. Before you can start posting about it on social media and setting up banners on your website, you must create a landing page where the lead magnet will be featured. 

This is a short, standalone page that typically consists of:

1. The headline

2. The visual representation of your lead magnet

3. Bullet points detailing the benefits they’ll get from downloading the lead magnet

4. The call-to-action button

The headline should always focus on the biggest benefit the visitor will receive once they’ve consumed the lead magnet. It should be short and to the point, telling them exactly what they’ll learn, without revealing too much. 

For instance, it can be something like a PDF on “Five ways to get rid of stubborn body fat quickly.” You get the idea—it attacks the problem and offers a possible solution, without telling them exactly what it is. The reason behind it is that you don’t want them to stick around on the landing page. Your goal is to get them to download the lead magnet and read it all the way through.

The same principle applies to the bullet points in the second section of the landing page. They should be single sentences that summarize what you talk about in the lead magnet, and should ideally pique the audience’s interest. 

Every landing page also needs a call-to-action button. This button should “pop-out” on the screen to immediately catch the visitor’s attention and tell them exactly what they need to do before leaving it. In the example above, it can be something as simple as “download now.”

Learn more about white label lead generation software!

Tip #4: Promote your business via email marketing

Once you capture enough leads, you can start nurturing your relationship and sending them promotional offers via email. Keep in mind that you shouldn’t start bombarding them with offers right away since they’re still relatively new to your business. It’s always best to gradually build your relationship by, you’ve guessed it, providing value.

You can do this by sending out emails that promote your content. Whenever you create a new article, you can write up a short email notifying them of the valuable, free content they can find on your website. You can also share interesting facts, educational videos, and other useful information regarding the industry with your email subscribers. 

By sharing valuable content first, your emails will have a much higher open and click-through rate. The subscribers will also slowly familiarize themselves with your business and your brand, making them more open to future promotional offers. Once you’re confident you’ve established a good relationship with your email audience, you can start weaving in a couple of promotional emails in your email marketing campaigns. 

Writing effective promotional emails that get clicks and generate sales is a complex topic that warrants another comprehensive, in-depth article. We’ll give you some guidelines to help you get started: 

1. Write captivating subject lines

2. Make your emails personalized

3. Keep them short (no longer than 150 words)

4. Make sure your tone of voice is consistent throughout all emails

5. Enrich your emails with captivating visuals

As you can imagine, manually sending out emails is not realistic. Before you can start dishing out emails, you’ll need to create campaigns using an autoresponder like Anyleads Prospecting Tool, Mailchimp, and GetResponse. They allow you to quickly create, set up, and customize the campaigns to send out to your mailing list. 

Learn more about white label email marketing software!

Tip #5: Run online ads

Another excellent way to attract new customers is through online ads. Google AdWords gives resellers the opportunity to feature their products and services on Google and potentially generate thousands of sales. 

Although a powerful way to boost your profits, we wouldn’t recommend Google Ads to resellers with no or little marketing experience. The reason is that, if you don’t know who to target and what keywords to advertise for, running ads on Google can get quite expensive—to the point where you’re actually spending more than you’re earning. We highly recommend taking the time to learn everything there is to know about Google Ads before deciding to invest in them.

An alternative to running ads on Google are Facebook and Instagram ads. They give you better control of how much you’ll spend and are somewhat easier to set up. The process is divided into simple steps, there are plenty of targeting options to ensure your ads will reach the right people, and it’s relatively easy to keep track of their performance. All you need to do is create a stunning visual for your ad, write a few lines of copy, insert a link to your website or a specific product, and Facebook will take care of the rest. 

As a reseller, you can also have your ads featured on a website with high volume traffic in your industry. Plenty of websites with thousands of monthly visits offer advertisers an opportunity to feature their ads on their sites for a small fee. 

When it comes to online ads, it’s vital to understand the distinction between Pay Per View (PPV) and Pay Per Click (PPC) ads. 

As their names suggest, PPV ads charge you each time someone views your ad online, whereas, with PPC ads, you only pay for each click. In our opinion, PPC ads are much more cost-effective, since you’re only paying after a person shows interest in your offer by clicking on the link in your ad, as opposed to every time the ad is shown.

Learn more about white label reputation management software!

Tip #6: Create video content

YouTube can be a goldmine for resellers. Over 1,3 billion people use YouTube, and almost 5 billion videos are watched on the network every single day. You can bet that a good portion of your target audience spends a considerable amount on YouTube. This gives you an excellent opportunity to reach potential customers by creating content in the video form.

Educational videos are extremely popular, and they give you a chance to both introduce the audience to your business, as well as establish yourselves as an authority in your niche. The video description also leaves room to include links to your website or particular products, which is another great way to boost visits to your website. 

You can also consider running video ads on YouTube. This will allow you to “hijack” the traffic from a competitor since you can leverage the opportunity to expose their viewership to your business through enticing promotional videos. 

In any case, video content will be a great addition to your overall content marketing campaigns. You can share your most viewed videos with new email subscribers, for example, or embed them into articles on your blogs to increase engagement. 

Learn everything about white label marketing!

Tip #7: Make use of reseller marketing programs

Successfully marketing your brand and products isn’t an easy endeavor. When done right, it can produce incredible results, but creating powerful marketing campaigns takes time, knowledge, and a decent investment. 

Knowing this, some vendors provide their resellers with ready-made marketing materials they can customize and use right away, through their reseller marketing programs. These promotional materials will help you get started, but don’t forget—your goal is to stand out from everyone else in the industry, especially if you’re selling the same thing. 

That’s why marketing templates (emails, banners, ads), although great on the surface, aren’t especially effective. Just imagine a single person getting five identical emails, all promoting the same product, with the only discernible difference being the name of the business. Needless to say, they won’t be too inclined to make a purchase. 

In our opinion, it’s always best to learn everything you can about online marketing and create your own marketing campaigns. It might take more time, but it will definitely be more fruitful in the long run. Learning all you can about software reseller agreements and other legal points will take some time, but will be worth it in the end!

Once you’re confident about your marketing knowledge and eager to start your reselling business—SellSaaS is the perfect place to start. 

We offer a wide range of high-quality white label software solutions you can easily customize, so you can launch your SaaS business in minutes.