What is marketing collateral?
Marketing collateral is any media material used to promote a company’s products or services and communicate its brand message. This includes traditional and digital content. Let us dive into the different types of marketing collateral you should include in your business strategy.
Gone are the days where printed materials and face-to-face interactions are the only option to get into direct contact with your audience. The internet has opened up endless opportunities for brands to promote their products and services.
- Blog posts
Blog posts are one of the most popular types of collateral that brands use to attract a wider audience.You can also include call to action in your articles to persuade your current or new readers to check out the companies products, services or direct them to other content. Blog posts are great for creating brand awareness. By writing about what is currently in trend, providing tips or addressing the problems your audience are facing, you help them on their journey towards finding a solution.
Brands that want to position themselves as authorities on specific topics can look to ebooks to share their expertise. Ebooks are an excellent way to inform and educate your audience. Do keep in mind that ebooks are typically less technical and usually more entertaining. Therefore, when creating an ebook, ensure that your content is engaging enough to keep your audiences reading. The best part is that you can add social links to sections that are highly visual and worth sharing. This way, you can direct them to your website, social media accounts etc for further action and communication to be taken. The second benefit of ebooks is that you can use this collateral to collect leads such as emails. You can then build up your email list which you can use for sending out your newsletters which we will be talking about next.
Newsletters and email marketing in general is still an important marketing collateral tool. You can use it to inform your subscribers and generate sales. There are plenty of email marketing tools with many features that you can use for your email marketing campaigns. This makes it very easy to start sending valuable news and information to your database. Be mindful not to send out newsletters too frequently as your audience might find them intrusive.
- Landing pages
Are you running ads on social media accounts and directing them to your website ? This is where you audience lands when they click on your ad. And having a dedicated landing page is what works best. The content behind each of your landing pages can serve different purposes. You can direct them to a page to showcase your products/ services, a survey form, or a page to collect data in exchange for downloadable content. The most significant benefit of getting your audience contact information is so you can use them to generate leads.
Traditionally, brochures are foldable pamphlets that organisations distribute to prospective consumers during in-person interactions. If your organization attends events on a regular basis, this collateral will definitely come in handy. These brochures contain information about your products or services together with your contact information. As much as the internet has enabled us to stay in connection with a variety of marketing formats, sometimes having a physical object in hand that where we can note down details as we speak to a representative of the company goes a long way. Additionally, you can include QR codes on your brochures to direct them to download some free content in exchange for their emails to grow your database!
It is important to use the right type of marketing collateral with a tailored message to both your current and new audience. No matter how well-known your brand is, approaching different audiences with the appropriate marketing collateral is the step in the right direction. Targeting different audiences with the right collateral will help you generate leads, promote new products and campaigns, entice new customers, re-engage existing ones and your brand more publicly known.