Managing Your Marketing Collateral From Start To Finish: Part 2
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?our previous blog, 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.
The Purpose of Various 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.
Marketing Collateral Checklist
Here is a list of the top 5 marketing collateral ideas and examples:
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1. Landing Pages
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.
2. Blogs
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.
3. White Papers
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.