What is Marketing Collateral?
Marketing Collateral
Marketing collateral is an essential piece of getting the word out about your business, connecting with customers, as well as convincing them that your business is one that they want to engage with.
And in today’s hyper-competitive landscape, where consumers have a seemingly endless roster of options for the brands and companies they choose to do business with, it’s more important than ever to create marketing collateral that stands out and sends the right message.
It’s Benefits:
Marketing collateral is essentially any marketing materials that help build brand awareness, deliver your company’s brand message, as well as connect with prospective customers. Also, it transforms those prospective customers into actual customers. from prospect to customer.
Helps to drive sales:
The right marketing collateral can fuel your marketing funnel, inspire your customers to take the leap, and engage with your business. Hence, it can drive sales, revenue, and customer engagement.
Helps to increase brand awareness:
Good marketing collateral gets the word out about your business. It gives you the opportunity to share your story (for example, your company background or mission). Therefore, these all help your company build brand awareness.
Can help generate qualified leads:
Marketing collateral is an excellent lead generation tool; with the right marketing collateral, you can not only connect with your ideal customer but get their contact information—which allows you to continue marketing to them in the future.
Helps to educate customers on your company and product:
Education is a huge part of bringing customers into your business. In fact, effective marketing collateral is a great way to educate potential customers on your company, services, and products.
Supports your marketing and sales teams:
Your marketing team and sales team are out there connecting with customers. Working to market and sell your product or service—and providing them with appropriate marketing collateral. Thus, makes their job that much easier.
Make sure that your marketing collateral focuses on these main points:
- What makes your business special and great?
- What products and services do you offer?
- Why should people choose your products or services?
- What differentiates your business from the competition?
- Do you offer any sales, discounts or financing options?
- What do your customers enjoy about your business?
- Lastly, how can people purchase your marketing products or services? (AKA: Where is your business located and how can people contact you?)
Where Can You Use Marketing Collateral?
Marketing collateral can be used to achieve multiple objectives:
Generate leads:
Apart from brochures and flyers, digital collateral such as the landing page of your websites/online stores, emailers, online banners can also be used to generate leads. A simple Sign up now or I’m interested button can convert a page into a lead generation tool.
Educate customers:
White papers and blog posts can be used to give persuasive, authoritative, in-depth information to educate customers on an issue or, explain and promote a point of view that you may have. This can also help demonstrate your expertise and know-how.
Keep in touch with customers:
Newsletters, daily tips on your website, emailers or digital cards over WhatsApp wishing customers on special occasions are a good way of building and maintaining customer relationships.
Explain and demonstrate offerings:
In fact, Demo videos and infographics can simplify and convey your product benefits through a digital visual story in an easy-to-digest format.
Cross-selling:
Emailers, website banners, user manuals of your existing products can used to promote related products in your range which are relevant to the same customer.
Show expertise/capability:
Webinars can showcase your capability to address customer challenges. As well as give inputs on industry/segment/product issues for better decision making.