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Marketers have long used marketing collateral. It is still worth revisiting the concept from time to time. Because, as with most things marketing collateral isn’t static.
How customers respond to and how businesses use marketing collateral depends on a variety of factors, including:
What better time than now to rewrite definitions, assess best practices, and evaluate your results?
The goal here is to ensure that you are using marketing collateral in the most effective way. You want to make sure your message is getting across. And that it’s doing so in a way that resonates with your target market.
Read on to learn more about how to use marketing collateral effectively. We will also share collateral marketing examples to help you get started.
Marketing collateral is any type of material that helps you communicate with your customers and prospects. This includes:
Marketing collateral aims to achieve a particular goal during the sales cycle. For example, you may use a sales brochure to educate your customers about a product or service. You can also use collateral to generate leads. Also, it helps you connect with prospects who aren’t ready for sales conversations yet.
Each piece of marketing collateral should focus on communicating the business. However, the approach to communication differentiates the different marketing collateral examples.
Here is a vivid example.
Rather than creating a blog, you might create an infographic to make your business stand out visually.
The intent of communication also varies. The purpose of one marketing piece could be to increase conversions for a new product or service. Additionally, the company could publish another article to educate and retain existing customers.
There are numerous options when it comes to marketing a brand, product, or service. The type of marketing collateral you choose depends on your marketing objectives and approach.
A variety of marketing collateral is available through both traditional and digital marketing channels. The type of marketing collateral you use depends on your audience and goals. The following are marketing collateral examples:
There is still a place for traditional marketing in today’s world. Even though the method relies on pre-internet methods such as printing, display, and mailing, it is still an effective method for many businesses.
It allows organizations to break through noisy web environments in some cases. Often, it is used after a trade show or in-person meeting to provide customers with a gentle reminder. What’s even more exciting? The options are plentiful.
Brochures are a great way to introduce your company. They can be printed on both sides and folded into an envelope making them easy to mail. They’re also a good choice for promoting specific products or services at events or trade shows. Brochures are effective because they provide a lot of information in one place, including:
Displays are another great way to introduce your company. They can be used at trade shows, events, and in-person meetings. Displays come in many shapes and sizes. So it’s important to think about how much space you have available when choosing one.
Brand magazines are an effective way to keep customers current on the latest news and information about your business. They can be distributed as part of a direct mail campaign or handed out at events.
Direct mail is another way to reach customers with your brand. You can send out postcards, flyers, and letter-sized pieces that explain the benefits of your business.
Specialty items are another way to connect with customers. These can be anything from branded pens and hats, to t-shirts, mugs, and bags. A good example of a specialty item is the “swag” that many tech companies give away at conferences and trade shows. Swag can be used as an incentive for people to sign up for emails or visit your website.
The internet has enabled marketing collateral to reach more people than ever before. Traditional collateral types can also be adapted for digital use (and vice versa). Consider, for instance, the traditional marketing collateral examples we provided above.
You can convert your brochure into a web-friendly format. Place “display” ads on third-party websites. Send out email fliers and give away digital swag bags with free offers. Conceptually, the two are similar, but the strategies are vastly different.
The following are some more digital marketing collateral examples:
You can use a website as a portal for all your marketing collateral. You could have:
Blogging is also a great way to generate leads and connect with customers. It allows you to engage with customers on a more personal level than just sending out emails or traditional fliers.
White papers are another type of marketing collateral you can use. They’re essentially a more detailed version of an ebook. They usually focus on more technical topics. For example, you can highlight how your company solved a problem for customers. You could also create white papers that discuss industry trends and how they affect your business.
An e-book is one of the marketing collateral examples for educating your audience. You can use them to explain how you do things in your industry. Also, you could focus on topics that are more general and not related to what you do.
You might create an ebook about how hot water extraction is better than other types of carpet cleaning. This is if your company specializes in doing this.
An infographic is a visual representation of information. They are often used to explain topics in a way that makes them easier for people to understand. You might create an infographic about the top trends in your industry. You can even use infographics as part of an ad campaign on social media sites.
You could create a report that is based on what you’ve learned about the industry. This could be something like a list of trends or predictions for the future. You could also do a more in-depth analysis and share it with your clients as part of an annual report. This would also help build trust with them.
You could create a sell sheet that explains what your company does and how it can help clients. This is another way to generate leads and increase sales. You could also use the sell sheet to explain how other businesses have benefited from working with you.
You could create a video that explains what your company does, and why it’s beneficial. You can also use it as an introduction to your business and how it works. This will give potential clients an overview of what you offer without slogging through all your text.
You could host a webinar that explains what your business does and how it works. You can share tips and techniques that help clients get the most out of working with you. This is another way to generate leads and increase sales.
You can create visuals that explain what your business does and how it works. You could share graphs, charts, and diagrams that show how you help clients succeed. This can make it easier for people to understand what you offer and how it benefits them.
Now that we have explored marketing collateral examples let us look at why marketing collateral is important.
Business nowadays relies heavily on things like web design and social media. Prioritizing them is not the only thing you should do.
You should also focus on marketing collateral. Marketing collateral might seem dated and expansive to some businesses. However, that’s not always the case.
The marketing collateral examples we have shared above are full of benefits. The following are some of them:
Telling a good story is necessary for a successful business. You can accomplish this by using marketing collateral.
Marketing collateral allows you to tell a story with a clear message. One that is not diluted or lost as the message is interpreted by many.
Also, you can simplify your brand story. This way the message is more digestible for people who might not otherwise get it.
Your business can benefit from marketing collateral. Consider whether your sales process is working and whether your audience is getting what they want.
Marketing collateral can help you determine what you need to do to succeed. You will probably never be successful if you don’t grasp the concept of marketing collateral from the get-go.
Let us explore how to create marketing collateral to understand marketing collateral examples better.
Your brand message needs to be conveyed consistently and visually appealing. That way your target audience feels emotionally connected to your brand.
Whatever type of collateral you are creating, following guidelines is the key to creating successful marketing collateral. Here are some guidelines to follow.
It is important to clearly understand your objectives before creating marketing collateral.
Would you like your sales team to provide an elevator pitch using brochures?
Would you like your website to be more popular?
The first step to organizing the process is understanding what it will accomplish and its use. Newsletters and blog posts will have different designs and copy than brochures and flyers.
Marketing collateral is a great tool for sharing brand messages and encouraging customer conversations across communication channels. Furthermore, it helps facilitate a strong connection between your brand and your target audience.
Therefore, it would be wise to consider your target audience when creating marketing collateral. Consider how two infographic templates target different audiences. Each element communicates a different message, from the design to the copy.
It is, however, not an easy task to focus on your target audience when using PPC platforms for product marketing. This is because this type of campaign relies on a variety of factors, including:
You can also target your audience according to these factors. A good ROI depends on good results and conversions. This is why it’s so important to continuously monitor your campaigns. PPC Signal is a great tool for doing so.
PPC Signal works through a data-driven approach. PPC Signal has various important filters. When you click on those filters, you get information on each filter in the form of signals. Here is a screenshot of PPC Signal’s dashboard:
Marketing collateral serves as a means of communicating with your target audience. So you should incorporate your branding into any collateral you create. Don’t forget to include your logo, brand colors, and taglines.
Increasing brand awareness is the key to increasing customer loyalty and showing off a brand’s personality. Furthermore, you can use a brand kit to keep your marketing collateral consistent with your design.
How would you like your marketing collateral to be accessible to your audience? Answering this question will influence everything from message to medium. Presentations or social media posts convey a different message than flyers and brochures.
You have now defined your marketing goals and selected distribution channels. So let’s take a closer look at your marketing collateral’s visuals. Although there are no universal guidelines, keep these things in mind.
Let us look at why marketing collateral is important to better understand marketing collateral examples.
Marketing collateral is crucial to a company’s success for the following reasons.
Representation is essential for every brand. Businesses won’t be able to achieve brand recognition and awareness without it. Any company, whether B2C or B2B, can benefit from this.
In B2B sales, marketing collaterals like product manuals and business cards can be used. Sales reps can use them to nurture relationships with buyers. B2C businesses, on the other hand, can benefit from collateral such as website content, flyers, and standees. This can help marketers in retaining customers.
In what ways does one business entice people to choose it over another? Especially when they all offer the same products? Customers are drawn to a company’s distinct value proposition. Businesses are obligated to satisfy this inescapable need.
Marketing collateral helps businesses explain their value proposition. It informs and educates people about the need that exists and how the brand meets this need. The best way to communicate a business’s value proposition is incorporating its tagline into all marketing collateral.
Business owners can learn a lot about developing consistent marketing collateral. They can do that by looking at the top brands and the way they present their value proposition.
Dove, for example, is more than a beauty soap. In essence, it is a tool for embracing natural and authentic beauty. This positioning is also reflected in Dove’s marketing collateral.
One of the most popular forms of marketing collateral, blogs (also known as articles). This is one of the marketing collateral examples that can boost sales and support existing clients. Creating a blog for your website are great ways to promote your expertise. Also, you can contribute as a guest contributor to partner websites.
Marketing collateral is any type of media that helps boost sales of a particular product or service. Content, illustrations, videos, social media posts, GIFs, and memes can all be considered as marketing collateral examples.
As you can see, there are numerous ways to create marketing collateral. The best thing about this form of marketing is that it can be used for any type of business. However, the key is finding the right content and format that resonates with your target audience.
We have shared marketing collateral examples to inspire you. But, it’s up to you to create the right content that will help you achieve your goals. The best thing about marketing collateral is that it can be used for any type of business.
The biggest reason to invest in marketing collateral is simple: it helps you tell a story. The purpose of marketing collateral is to convey a consistent message to potential customers. Often, businesses rely on a professional marketing agency to tell that story more effectively.
Marketing collateral comes in many forms, including traditional and digital. Therefore, if you’re using digital, such as PPC, this is an effective platform for product marketing. However, you must monitor these campaigns continuously to get good results.
There are several factors that influence these campaigns. It is not an easy task to monitor continuously. That is why you should use a tool such as PPC Signal to do so.
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