In the business world, marketing collateral refers to the collection of media used to support the sale of a service or product. Traditionally, marketing collateral was made up of brochures, sell sheets and catalogs but today, the digital age has brought new and improved collateral to the sales and marketing space.
Today's marketing collateral focuses on engaging the target audience while communicating business offerings and business personality. The intent of the communication does vary, and businesses need to create marketing collateral suited to their goals. For example, businesses can use specific collateral to increase conversions or another type of collateral for the purpose of educating the target audience. It all comes down to your goals and where the potential customer is within the buying cycle.
With the variety of marketing collateral available today, you have many options to choose from. Deciding on the best collateral comes down to understanding your goals, your target audience and the buyer's journey.
Below, we take a look at 5 of the most effective marketing collateral types used by businesses today and why they are so effective.
What is a blog?
A blog post is a highly effective form of marketing collateral that is used by businesses of all sizes and industries. By adding a blog page to your website, you are able to consistently update your site and share informative, engaging and helpful content. This kind of content provides your target audience with information about your business, industry and offerings while answering any questions they may have.
Why are blogs important for marketing collateral?
What are the types of blogs?
Tools for blogs?
Content Management Systems (CMS) are designed to help you build your website. They also offer a single location to create, upload, optimize, publish and analyze your blog data. HubSpot offers a powerful CMS that makes the blogging process that much easier and gives you a place to access and store your blog/marketing collateral with ease.
What are case studies?
Case studies are a way to highlight the previous successes of your business. They give potential clients a way to view examples of your past work and provides them greater insight into real examples of your business service and product.
Why are case studies important for marketing collateral?
What are the types of case studies?
Tools for Case Studies?
Many Customer Relationship Management (CRM) systems offer case study templates to help you put together the ideal Case Study/Studies for your business. This offers a great starting point to help you identify what is needed for your case studies and gives you insight into the kind of information or data needed for the ideal case study. HubSpot offers a variety of case study templates to help you get started on creating the ideal case studies for your business.
What is a Capabilities Deck?
A capabilities deck refers to a glossy or PowerPoint presentation that is used for pitching to a potential client. The deck will be used to explain what makes a company unique and why prospective customers should work with them.
Why are capabilities decks important for marketing collateral?
What are the types of Capabilities Decks?
At its core a Capabilities Deck is used at multiple points of the sales funnel. This depends on how a deck is designed and how it is delivered. You are able to send it as an email attachment in order to grab the attention of a warm lead or your sales team can present it during a final pitch. Essentially, this marketing collateral adds value as it can be used strategically to convert leads into clients.
Tools for Capabilities Decks?
PowerPoint is your go-to tool when creating a powerful Capabilities Deck. This is because PowerPoint is great for both email attachments and in-person, live presentations. If you do not have access to PowerPoint there are plenty of free tools available online, including design powerhouse Canva. Look into what will work best for your business and get creating!
What are testimonials?
Testimonials offer one of the most powerful ways to provide your potential clients with real and positive outcomes from others who have worked with your company. They give your prospects the opportunity to review what past clients have to say about your services or products, which creates trust, authenticity and credibility. Essentially, this collateral provides reassurance and social proof to help prospects make a decision.
Why are testimonials important for marketing collateral?
What are the types of testimonials?
Tools for Testimonials?
Customer Relationship Management platforms such as HubSpot provide a variety of templates to help you create the ideal testimonial for your business. You are also able to find a variety of templates online to help you through the creation process.
eBooks showcase a business’s industry expertise and take a more educational approach to content than blog content and the likes. An eBooks is a publication that you can create that is made available to prospective clients in digital form. It consists of text and imagery and should be readable on all electronic devices.
Why are eBooks important for Marketing Collateral?
What are the Types of eBooks?
Tools for eBooks?
Canva and related design tools offer a great place for you to create the ultimate eBook. With tools like Canva you are able to use eBook templates at the click of a button, effortlessly insert your content and find the ideal images to insert into your copy.
The above are just 5 marketing collateral examples that you should incorporate into your business strategy. The most important reason to invest in these is to help tell your brands story and build consumer trust. By building your marketing collateral you also have the ability to tell a consistent brand story to your audience and reuse this information across all your marketing channels.
Nexa is a digital-first company and we know that the most important word in business is GROWTH. Marketing collateral plays an important role in the growth of any business and we are here to help you create the ultimate marketing collateral for your business.
Contact us today or fill in the form below for all your marketing needs - and get growing!