6 Ways to Use Marketing Collateral to Grow Your Business
One thing to realise is that all businesses create marketing collateral. To grow your business, you need to think carefully about your marketing collateral strategy to create materials that resonate with your target market and deliver results.
Here are 6 points to consider when setting out your marketing collateral strategy:
1. Be bold and show what’s different
Don’t be afraid to take the road less travelled. Don’t play it safe and try to copy what everybody else in your industry is doing and hope for the best.
Instead, favour a bold approach to your brochures, adverts, and digital content that reflects your unique offering to the customer.
Be even more direct by sharing your point of difference and convince the customer why they should choose you over your competitors.
Focus on what sets you apart, whether it’s a unique product, cutting-edge technology, your tone of voice, or an eye-catching colour scheme. Whatever it is, put it front and centre to catch attention.
2. Be consistent
A surefire way to stifle growth is to try a million different messages in your marketing materials.
Instead, convey a consistent brand message across all marketing collateral so that the customer encounters the same brand through every touchpoint.
Tell the same brand story with the same visual and verbal elements through every touchpoint so that, in time, the audience can easily recognise your brand. If customers build a relationship with your brand over time through this consistent message, you enable growth through customer loyalty.
3. Meet the audience where they are
How do you choose the marketing materials you invest in? Your marketing campaigns should meet the audience wherever they are. This means that the marketing collateral you share will depend on your business and its target market.
For example, for a B2B business, contacting prospects via email and sharing informational ebooks is a great way to build relationships.
If your target gen-z customers, video content should be a priority as research has found that they consume video content much more than static imagery.
So, it’s a fundamental marketing principle that you deliver your messaging to the right audience on the right platform for the best chance of business growth.
4. Keep it concise
Get to the point in your marketing collateral and avoid sharing too much information that can overload the audience.
Concise, purposeful messaging that addresses a customer’s pain points and identifies your product or service as a solution is a great combination.
Take this approach to marketing collateral to enable growth for your business.
5. Follow-up
Following up is crucial because many clients and customers won't be prepared to decide after interacting with just one piece of marketing content.
You’ll need to create marketing collateral that targets customers whether they are at the awareness stage or closer to conversion.
This is why following up with clients with materials that guide them through the funnel is critical to converting more sales for your business, especially in the B2B environment.
Of course, you also don’t want to oversaturate customers with too much content. Always track your marketing metrics to gauge the right balance for how often you should be getting your message out there.
6. Pay attention to the customers you have
Loyal customers will grow your business, and it's often cheaper to keep them happy than acquire new customers.
So, continuously share marketing collateral that offers value to your current customers. Always try to solve new problems for them and educate on issues related to your industry, products, or services.
You can obtain tremendous growth potential with a content marketing campaign that aims to build that emotional connection between current customers and your brand.
