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No matter how reputed your brand is, it is important to keep reaching out to different audiences.
This is where appropriate marketing collateral comes in. Targeting different audiences using the right marketing collateral ideas helps generate leads, promote new products and campaigns, attract new customers and re-engage existing ones.
But, do you know the type of marketing collateral you need to promote your brand? If not, you don’t have to worry about it. In a previous article, you learned how to manage marketing collateral. An essential part of marketing collateral management is to try and figure out which collaterals work for your brand and align them accordingly.
So, now it’s time to create a marketing collateral checklist to achieve your promotion goals. But before diving into the marketing collateral’s list, let’s understand the purpose of creating marketing collateral.
Different marketing collaterals serve different purposes for various audience segments. Each one of them is targeted towards a specific audience, serves a particular purpose, and is expected to yield specific results. One of the marketing collateral examples is blog posts. They are the best source for those who want to learn more about your products or those looking for some product or industry-related information. On the other hand, emails are a more direct approach for promotions, asking customers to take a specific action.
You must try various collaterals and track the response on each one of them. Then you can formulate a marketing collateral’s list that favors your brand. You must keep updating this list from time to time as per the changing trends and the audiences’ responses.
All the marketing collaterals will collectively support your marketing and sales efforts. Suppose your audience knows your brand but is unsure about using your product or service, in such a case, marketing collateral will help clear their doubts, confusion and gain trust, focusing on converting them into qualified leads.
Here is a list of the top 5 marketing collateral ideas and examples:
Landing pages are stand-alone website pages that are campaign centric. This is where your audience lands when they click on an online advertisement. Landing pages usually have a form to be filled out, asking for their general information, including their name, contact details, and other details as per the product or services. These act as a cover for the pages they link to as per the campaign they’re created for.
Although landing pages are used for different purposes, they’re typically used to collect information for lead generation. This involves prospects filling out a form in exchange for downloading a content piece, signing up for a service, or staying on the company’s mailing list.
You can create multiple landing pages that serve specific purposes for different campaigns. Moreover, by asking your prospects to provide the necessary information, you can personalize the content for your audience.
Blogs are one of the most popular marketing collateral ideas to reach a wider audience and attract new customers. Blogs not only educate your audience but also include CTA to persuade readers to take a specific action or ask them to check out your products, services, or other blog posts.
Blogs are a hub for providing answers to the questions that people are searching for. They effectively drive traffic to your website and help build brand awareness. Moreover, they are especially great for awareness stage marketing as they educate prospects, address their problems, help them find a solution, and build brand awareness simultaneously.
White papers are in-depth content pieces on technical subjects, often used to project and position yourself as a thought leader in a specific industry or an area of expertise. Although they are similar in length to ebooks, they are written more technically rather than in an entertaining style. They provide practical and valuable facts, not just opinions. They are considered the most commonly shared form of marketing collateral, with 89% of respondents passing them along to others. Hence, they are also called advanced problem-solving guides.
You can include white papers in your marketing collateral checklist if you want to provide the best solution to a particular problem your audience is facing. This encourages people to come back and also become customers.
Do you want to urge your clients to download a piece of content, an app, or want them to sign up for a product or service? If yes, re-engagement emails are one of the best marketing collateral ideas to get in touch with your inactive existing customers again. If an audience has been using your product or service for a while now, then you encourage them to upgrade to a higher plan through these emails.
According to the Stats, 45% of recipients who receive re-engagement emails read them. Hence, you should probably send up to 3 re-engagement emails starting 30-60 days after a subscriber becomes inactive.
Another one of the ideas in this marketing collateral checklist is to showcase your company’s success stories. You can collaborate with your satisfied customers and create a single page or multipage case study, telling about your success and the story behind it.
Case studies usually include four main components: the challenge, the solution, the result, and the client’s testimonial. To complete these four main components, you must conduct various interviews and talk sessions with your clients. Learn about their experience, tap into their emotions and ask if they have any tips to share with other customers. This will help you create a compelling case study. You can use their quotes to make the case study more engaging and convincing.
The main agenda of case studies is to provide information and solutions to similar challenges faced by companies in the same industry. Hence, it is vital to update 2-3 case studies per month to keep the visitors returning to your website.
The right marketing collaterals can give you a competitive edge in the market. Not only are they an excellent vehicle for lead generation, but they also offer your business authority and trustworthiness to make potential customers more comfortable buying from you. If you aren’t producing them yet, consider creating one of the marketing collaterals listed above. So, are you ready to make your marketing collateral checklist and prepared to manage them efficiently to achieve your promotion goals? If you have anything to add to the given marketing collateral list, let us know in the comments section below.
Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.
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