5 Types of Marketing Collateral
Marketing collateral is a great way to increase brand awareness and attract customers to your business. It can include any type of media that enhances your company’s brand message and products. This can include blogs, infographics, and eBooks.
It is important to understand your audience’s needs and goals before creating marketing collateral. Effective collateral design includes strategic messaging and beautiful visuals.
Brochures
Marketing collateral is a great way to communicate with your audience at every step of their buyer journey. Whether it’s a product catalog or a blog post, effective marketing collateral should follow your brand guidelines and be relevant to the target audience.
For example, a company should not send a warranty sheet to a prospective customer who has already purchased their products. Instead, they should consider using a case study to show how their product helped other clients. This will help build trust and increase retention. Similarly, a newsletter can keep your audience updated and engaged. It can also highlight new products and special offers, or spotlight clients and staff.
Flyers
A flyer is a piece of marketing collateral that can be printed and distributed to a wide audience. It should be eye-catching and contain all the important information about your business services. It should also include a call to action, such as asking readers to follow your social media or give you a call to learn more about your services.
Using your brand colors might seem like a nice-to-have, but it’s an essential part of building recognition and growing a loyal customer base. It’s also a great way to promote all your other pieces of marketing collateral. For instance, you can use a newsletter to announce new blog posts, e-books, and events.
Business cards
Business cards are a great way to share your contact information with prospective clients and customers. They are small and portable, making them easy to use in a wide range of situations. They also help to make agency institutions look authoritative and credible.
Marketing collateral is designed to support your marketing and sales teams, connecting with customers throughout the buyer journey. It can include things like product pages, infographics, testimonials, and blog articles.
The type of collateral you choose depends on your audience, their needs, and where they are in the buyer journey. However, there are a few types of collateral that are always effective.
White papers
While they may seem like an afterthought, these types of collateral can be critical to brand recognition and building consistency across all touchpoints. From HR branded values to company philosophies and sustainability reports, there are a variety of ways to promote your company’s message.
For example, white papers are authoritative, in-depth pieces that discuss a technical subject and establish your brand as an expert in the field. They are also effective in the consideration stage, where customers weigh their options.
To create a compelling white paper, focus on the key issues your audience is facing. Use visual elements to attract their attention, such as highlighted quotes and an eye-catching font.
Blog articles
As marketing collateral moves away from traditional printed pieces, companies must look for other ways to promote their products and services. This may mean promoting a blog article on social media or writing an email newsletter.
This type of marketing collateral can also help build credibility and brand trust. It can include testimonials and reviews from previous customers, as well as an introduction from the CEO. These can be published on landing pages and homepages, and also on YouTube and social media.
Regardless of the type of collateral, it is important to keep the design consistent with your branding guidelines. This will ensure that your marketing team is following the same visual language.
Explainer videos
Explainer videos are a powerful marketing tool that engages audiences and conveys complex messages in an entertaining and concise way. They help establish a company’s expertise and build trust with the audience. They can be used at any point of the buyer journey, from generating awareness to driving sales.
These videos show your audience how your product or service works. They typically begin with the audience’s problem and show how your solution fixes it. They are short and can be placed on landing pages, homepages, YouTube, or social media.
Magazines are another must-have for your marketing collateral arsenal. They showcase your work, provide useful tips, and are a great way to connect with consumers.
