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As marketers or business owners, we know that attracting new customers and retaining current ones is hard (and exciting). In fact, 61% of marketing pros admit that they struggle with generating traffic and leads. The good news is, by using the right marketing collateral you can gain more exposure, build a better brand image, and improve your conversion.
In today’s article, I am going to share with you a few marketing collateral ideas. However, before I do so, let’s answer the following question: “What is marketing collateral?”
What is marketing collateral?
Marketing collateral is the term used to describe all the assets for promoting your business and building brand awareness. Depending on your industry and the product you offer, these can include both offline (i.e., physical) and online resources. Some examples of marketing collateral include blog content, testimonials for clients, promotional & explainer videos. I discuss some of the most popular types and share a few examples below.
11 Marketing collateral ideas for you to consider
Website (homepage, landing pages)
Let’s start off with the very basic marketing collateral, i.e., your own site. Needless to say, a business without one is like a car without wheels; you can’t really get far without it.
As your website is the flagship for your business, create content (both written and visual) that clearly explains what you offer and what makes you unique. There are a few web pages you should pay particular attention to. Apart from your homepage, they are your landing pages for services and campaigns, and any other URLs that get a lot of traffic.
I recommend that you continually refine your website. To learn how, collect website feedback from users (for example, by using a website survey or interviewing your customers).
Blog posts are another marketing collateral idea for your website and so are publication platforms like Medium. Your primary goal should be to add educational value and keep readers coming back for more insights. In your content, aim at sparking your readers’ interest in your product in a natural, subtle way.
How exactly? Advertise your product as an answer to the problems or goals you mention in your content. A great example of using blog posts as marketing collateral comes from SEO software company Ahrefs. They sell an SEO analytics tool and get leads into their sales funnel by educating them on topics like keyword research and backlinks. They only mention their product after they’ve already provided a thorough intro into the subject. Genius, right?
If you’re wondering whether it's worth creating a newsletter, then you should know that nearly a third of all B2B marketers say it's their number one channel for lead nurturing. Some brands also get 80% higher website engagement rates from newsletter readers than other site visitors.
Among others, you can use newsletters to share:
- Interesting content (including other marketing collateral, like your blog posts or case studies).
- Product news (for example, new feature announcements for existing customers).
- Promo codes, limited offers, and exclusive content for your HVCs (high-value customers).
Naturally, you need a subscriber base in the first place. To encourage people to sign up, I recommend adding a CTA to your blog or opt-in box for new customers when they register on your site. To make sure they’re likely to open your emails, ask them what types of content they’d like to receive (educational, product-related, or both).
It’s time for some marketing collateral ideas which include customer reviews and opinions.
Social media posts from customers
We all love reading flattering social media posts from customers. However, only some brands realize their marketing collateral potential. If someone leaves you a 5-star review on Facebook or tags you in an Insta Story, share it on your own profile! You could also reach out to the post’s author, asking them whether you could use it as social proof for your website.
If you’re wondering, “How can I monitor customer opinions online?”, then I recommend setting up Google Alerts or using a social media moderation tool that tracks mentions.
Reviews from review platforms
In a study by BrightLocal, 79% of respondents admitted that they trust online reviews as much as recommendations from friends. Depending on whether you’re in a B2C or B2B industry, as they research your product, consumers might turn to places like Trustpilot, Capterra, or G2.
In order to collect opinions on review platforms, in most cases you will need to first set up a business account. Once you do, encourage your current, satisfied customers to give you a review. It will help quickly fill up your profile and build up your credibility.
As in the case of social media posts, you can reach out to the customers who publish good reviews and ask them whether you could include them on your site to convince tentative buyers. We discuss website testimonials in more detail below.
You can also take your customers’ experiences a step further and create case studies, which I mention next.
Like the two other marketing collateral types above, case studies explain exactly what benefits a business or consumer has achieved by becoming your customer. Given how we trust non-anonymous reviews and opinions, you should definitely consider creating a dedicated case study page on your website.
There two major benefits worth being aware of:
- Case studies serve as great use case examples (which often make it quicker to understand what you do than feature description pages).
- They build credibility and trust among leads.
There’s also another perk to taking the time to interview clients for case studies. Namely, you collect feedback and learn about your product’s strong sides, which you can use to further refine your website copy.
What is one of the first things you do when you visit a website? I immediately start searching for testimonials! They’re a great way to gain credibility and trust. According to BigCommerce, using testimonials regularly helps brands generate 62% more revenue per customer — not just once, but whenever they enter your site!
If you don’t have any on your homepage, then I recommend fixing it promptly. You can run an NPS survey to identify your promoters and ask them if they’re willing to write a few positive words about your brand. Your website, however, isn’t the only channel where you can place testimonials. You can also use your social media accounts, like Go To Skincare does. They gather comments from their customers and feature them in their “Reviews” story highlights on Instagram. Resharing positive content created by your happy clients is the best type of testimonial.
E-books and reports
If you aim at positioning yourself as an industry expert and really want to stand out, then creating e-books and reports is the way to go. The Internet is flooded with copycat content — collecting and analyzing your own data will give you a competitive edge.
I’m sure you’ve heard of Brian Dean from Backlinko. He regularly produces marketing reports which feature insights based on his own research. Many marketers (me included) impatiently wait for these reports. You can either give them away for free, like Brian does, or turn them into gated content to collect leads.
Explainer videos & webinars
Another marketing collateral idea I’d like you to consider is explainer videos and webinars. We consume information differently, and not everyone enjoys written text. Some of us prefer visuals. Explainer videos are a perfect way of showing how your product or service works — the key is to make them short and to the point.
Based on Vidyard’s research, the average retention rate for videos stands at 52%. However, if you keep it below 1 minute, then 68% of viewers will watch it from start to finish. When it comes to webinars, you can use them not only to further educate your current customers, but also to attract new ones. In fact, 76% of marketers say that webinars help them get more leads, while 76% admit they have a positive impact on extending their reach.
It’s good practice to record your webinars and create a dedicated page where you can store them for those who were unable to attend, like we do at LiveChat.
A press release is a great marketing collateral idea as it helps you gain a lot of exposure. One of the tech companies that I used to work for got featured in TechCrunch. After the article release, the brand attracted so much interest that the sales development team couldn't keep up with scheduling product demos.
Being featured in a popular publication with a significant following (especially if they’re your target audience) can be a real gold mine. Not only does it add credibility to your brand, but it also significantly extends your reach. If there is news that you’d like to share with the world, like a product release or getting funding, then it’s worth contacting a few reporters to see whether they’d be willing to write a story about you.
Prospects often expect to see a price list when they enter a website, and this shouldn’t surprise you. After all, it can be considered basic product information, which contributes to decision making. It’s worth including it on your site especially if you offer different product plans like LiveChat does.
You can mention all the features that each package includes so as to make it easier for prospects to make up their minds.
How to decide which marketing collateral types to choose?
As you can see, there are plenty of ways to market your business. The big question is how do you know which ones are best for you? Here are a few tips that will make it easier to decide:
- Where do your leads and prospects hang out? If they love spending time on YouTube, you could focus on creating video content and encourage your viewers to sign up to your channel, download any freebies, or even subscribe to your newsletter. All in all, your goal is to get as many (interested) eyeballs on your marketing collateral as possible.
- What are you trying to achieve? The choice of your marketing collateral should support your goals. If you aim at building a more expert brand image, then you can consider creating industry reports or e-books. However, if you want to show the more human side of your brand, then investing in video is the right way to go.
- What makes you unique? Do you offer a better price than your competitors? If so, make sure to include a price list on your site and review platforms! Or, maybe, you have exceptionally charismatic people who would make perfect podcast series’ hosts? Write down all your strong sides, and think which types of media will be best for making your brand shine.
- What's your budget? Money also plays a role when it comes to marketing collateral. While running a blog can be perfectly within your reach if you have in-house writers, creating professional explainer videos is a whole different story as it tends to be more costly. If your budget is tight, you might want to initially stick with marketing materials that you can produce yourself, like blog posts, social media content, newsletters, or webinars. Also, remember that some of the most credible resources come from customers – your Customer Support team can encourage clients to partner up on a case study or ask them for testimonials.
Hopefully, by now, you are about to roll up your sleeves and try out some of the marketing collateral ideas I shared above.
Make sure to consider the resources you have, including your team’s skill set and any established relations with clients who would be willing to share their love for your brand. A mix of social proof and your own marketing collateral will go a long way.
Now that you know all the marketing collateral types, it’s time for you to start experimenting! I’m sure that you’ll establish which channels and assets are best to support your business goals.