There was a time when flyers, posters, and other printed materials were in high demand.
Businesses relied on traditional marketing methods to interact with people and communicate their brand message. But with digital empowerment, marketing collaterals have transcended for a higher purpose. Not only do they inform prospects about the company, but they have also become a powerful tool to keep people engaged and retain customer loyalty.
In this technology-driven world, markets are becoming increasingly competitive and it is getting difficult to distinguish brand id
entity from the competitors. With growing channels and mediums of information, consumers feel empowered to make the right choice.
80 percent of the consumers want a good company experience along with its products and services. Convincing prospects to purchase your product requires the right strategy to provide a frictionless experience to the user. Every buyer ensures legitimacy before making a purchase. Conventional outbound advertising doesn’t necessarily provide sufficient information to your buyers. So you need to create channels through which they can get to know more.
With increased brand awareness, you need to make sure that your business leaves a strong and lasting impact on the prospects. To retain and enhance the customer’s focus you need to ensure the consumers that you know your job well and they are right in trusting you. Marketing collateral can be immensely useful to project authority over industry and stand out from the competition.
Marketing collateral is any media content that informs prospects about your brand and helps strengthen the brand identity. Collaterals such as ebooks, digital magazines help people to know your brand to the core.
Digital marketing collateral provides you the ways by which you can inform prospects about your business in detail. When you give them delimited information, they would realize that you know well about your job. This way you promise legitimacy and strengthen their trust in your brand.
Here is a list of the top five digital marketing collaterals for your business -
Blog posts are a great way of influencing people and strengthening your brand image. Through your blogs, people get acquainted with your expertise and competence.
Address general problems faced by people and provide effective solutions to these problems. This way you can exhibit your prowess in the services you provide and provide your consumers with valuable content. It is one of the best examples of marketing collateral.
Google processes more than 40,000 search queries every second. This shows how much people rely on online searches to find solutions to their problems. When you place the right keywords in your blog, people can discover your business in the search engine results. So, blogs can also help you increase your brand visibility by improving SEO ranking.
Landing pages are uniquely designed to cater to specific needs. They stand alone from any other page on a website. They not only inform prospects about the business but they are also used to get their personal details.
Prospects arrive at a landing page when they click an advertisement. The landing pages provide them extended information about the ad. They can be used to further navigate users to the website or to generate leads.
Businesses provide a valuable source of information in exchange for the personal details of a user. It can be an ebook, registration for a webinar, and so on. A good landing page can convert your visitors into customers.
Ebooks are an informative source for consumers just like a blog post but only longer. Mainly, people with a special interest in your industry will be attracted to an ebook. So, an extensive ebook will affirm your authority on a specific topic.
Although an ebook is long-form of content, it doesn’t have to be loaded with technical stuff. Ebooks should be inclined more towards engaging users and building on their interests.
Marketing collateral is focused on building trust in your consumers. Ebooks are just the right way to ensure consumers that they are in the right hands. As mentioned above, ebooks are also a great way of lead generation. People leave their personal details in exchange for an ebook.
How you originated as a brand, your core values, and what you provide is your brand story. Get creative with how you narrate your brand story. It can bring an emotional impact on the consumers.
Your brand story must resonate with the consumers. They should feel that your products can change their lives. Your brand story must be simple and interesting focused on narrating the mission and vision of your company.
You can narrate your story in the form of a video, or the ‘About Us’ page on your website, through social media channels or traditional ads. Brand stories help build the emotional connection with the consumers and increase brand value.
For example, the brand story, Google, parisian love, was an amazing idea to advertise its products. Below are some snapshots from the ad,
When people become well aware of your brand, they might want to be a part of your email list. Emails can help you in the promotion of your brands and they can also be used to inform people about your newly launched products.
Sending personalized emails is a great way of keeping in touch with your consumers by sending them relevant information. Emails are effective collaterals and can help in increasing conversion rates.
The use of the right digital marketing collaterals will not only help you to retain your consumers but will also effectively boost the conversion rates. Consumer focus is ephemeral on a singular brand when there are so many others in the market to satisfy their needs. So businesses must provide users with the best experience. Now that you have gone through the checklist of marketing collaterals, you are ready to create collateral that best suits your needs. Effective marketing collateral can help you establish your business .
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.