In this article:
The right collateral can make all the difference when it comes to marketing your business effectively. But with so many different options out there, how do you determine what’s best for your goals? In this article, I’m going to walk you through the types of marketing collateral you should focus on creating and how to know which options are right for your business.
What Is Marketing Collateral?
Marketing collateral is any material that a company creates to communicate information about a product or service. These assets may be physical or virtual and are meant to engage, persuade, and convert. The best marketing collateral is appropriate to your audience, supports your goals, and embodies your brand identity.
Types of Marketing Collateral That Work Best
Business Cards
Business cards are still popular for networking. A well-laid-out, professional card leaves a great impression and makes it simple for prospects to reach you again.
Brochures and Flyers
Ideal for demonstrating your products or services in a visual and concise manner. They work particularly well for local businesses and at trade shows.
Website
It is usually the first contact point between you and your audience. Your site should be attractive, intuitive, and conversion-friendly. For most businesses, a high-quality website is the foundation of their marketing collateral.
Case Studies
Your experience and the benefits of what you offer are evidenced by case studies. They’re especially useful for B2B companies that want to establish trust and credibility.
Presentation Decks
When you’re preparing to pitch investors or present to clients, a well-designed presentation deck goes a long way. Make sure it’s clear, visual, and calls the audience to action.
Social Media Graphics
With all the interaction online, branded social media graphics are key. These keep a consistent visual identity for your brand across platforms while also allowing you to stand out.
Whitepapers and Ebooks
Long-form articles and blog posts are great for this type of content, educating your audience and building yourself as a thought leader. They are especially useful for lead generation in verticals that sell complex products or services.
Videos
Video marketing collateral is one of the most engaging formats. Explainer videos, customer testimonials, and dozens of other types of videos can share what you’re about in a much more dynamic and memorable manner.
Tips for Choosing Your Best Marketing Collateral
Understand Your Audience
What do they need, what do they like, and what problems do they have? Create collateral that directly addresses them.
Align with Your Goals
Do you want to generate leads, brand awareness, or sales? Different collateral types are employed for various purposes.
Consider Your Industry
Some industries respond better to certain collateral types than others. Case studies resonate really well in B2B; graphics for social media are critical for consumer-facing brands.
Alternate Between Digital and Physical Assets
Digital collateral is essential in the modern world, but never underestimate the impact of a physical item — especially with local businesses and events.
Invest in Professional Design
Professional design ensures that your materials maintain the professional appearance of your brand. Poorly designed materials can undermine your credibility and fail to engage your audience.
A Real-World Case: Selecting the Appropriate Collateral
The Question: A local boutique needed to convert foot traffic into sales. Having analysed their audience and goals, they decided to invest in:
Attention-grabbing flyers distributed locally.
A mobile-friendly website redesign.
Graphics for social media announcing in-store events.
The Result?
A 20% increase in footfall and a 300% increase in sales within three months.
Final Thoughts
There is no single best marketing collateral that works for every business. The best collateral enables you to communicate your message while also accomplishing your marketing goals.
If you don’t know where to start or need help developing eye-catching collateral, let’s chat. I have years of experience in marketing and design and can create materials that work for you.
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