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If you want to sell, sell, sell, you need to nurture your target customer through the buyer's journey. Marketing collateral helps promote your brand without feeling too pushy. But before you get started, it helps to understand what's the best way to reach and engage with your audience.
People love consistency. That's why it's essential to know who you're talking to before you figure out what's the best way to promote your brand. Marketing collateral can be anything from a landing page to a newsletter that helps get your product or service in front of your audience.
Ready to get started? Here's your marketing collateral checklist with ideas and examples on what to focus on in 2020.
Have you heard people say that blogging is dead? In 2020, that couldn't be further from the truth. Brands have an opportunity to use SEO to reach a wider audience by providing long-form valuable content. Create a content strategy filled with long-tail keywords to promote your brand and get noticed. One of the benefits of a great blog is that you can reach the people you want to attract and create a community around your brand. So start blogging today!
Need inspiration? Goop.com features beauty, lifestyle, and travel content that attracts new and loyal customers to the brand.
2. Mission Statement
If you want people to connect with your brand and the services you offer, create a mission statement that describes your goals and values. Explain what you do, who you serve, and how your brand is different in your own way.
Example: Lush's mission statement is clear and to the point. "To make their products by hand with only vegetarian ingredients and little-to-no preservatives."
Your email signature is a valuable piece of real estate. Use it wisely to promote your brand. Include your contact details and a link to a landing page or anything that you want to promote.
Check out email signature design examples here.
While you may be used to promoting the products or services you sell to your email list, your newsletter is a great way to connect with your audience and provide free valuable information that keeps them from hitting that unsubscribe button. We all get way too many emails. Don't take it personally when someone unsubscribes from your list. It's just their way of saying, they don't want what you're offering. You don't want those people on your list anyway.
Concentrate on the design, engagement, and frequency to step up your newsletter game.
5. Landing pages
A strong landing page has the power to convert first-time browsers into customers. Use this marketing collateral piece to your advantage. While your website's homepage is considered a landing page for your business, create specific pages to motivate people to sign up to your email list or buy a particular product. Keep it consistent with your branding, and be sure to give that page plenty of time to gain momentum before you decide it's time to switch things up.
Example: Entrepreneur Marie Forleo's landing page for B-school is concise, includes testimonials, and doesn't leave the customer second-guessing what she's offering.
Need to build backlinks for your site? Infographics are a great way to get bloggers and journalist's attention because of how visual they are. Be sure to include your website, so people know how to connect with you. After you create an infographic, email companies, and journalists and let them know that it's available and they are welcome to use it on their articles, blogs and websites as long as they link back to your site.
First impressions count. Don't neglect your website. This will be one of the first places customers look to learn more about your brand. Invest your time in creating a user-friendly experience for your customers.
Example: Airbnb’s website is easy to navigate and customers can find exactly what they need without having to jump through hoops to get there.
Searching for creative marketing collateral? Share your brand's personality via Instagram stories. This is a great place to connect, post company updates, and brand promotions. Have fun with your stories. Use the polls feature to ask questions, and create brand recognition with your audience.
Reviews influence what we buy and who we buy from. Post a few strong testimonials on your site so new clients can get to know what you're all about.
If you're building your brand, set up an automated email to send out to customers asking for feedback. Reach out to your top clients and ask them to share why they chose your service or product. If they're happy with the service they got, most won't hesitate to provide feedback.
An updated portfolio keeps your customers in the know. It's an excellent place to highlight your best work and attract potential clients to your page. Avoid cluttering your portfolio with all your work, and instead, showcase your top projects.
Wow your customers by showing them who you've worked with. When customers see that you’ve worked with big clients, it positions you as a trusted source. Create a page on your website that features the heavy hitters.
Here's a look at some of the brands we've worked with.
There are so many ways to get your products and services out there through creative marketing collateral. Make sure your branding message is consistent and keep track of what's converting and what isn't getting any traction. You don't have to try everything all at once. Focus on your newsletter or portfolio to create more brand awareness.
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