Top Marketing Collateral Advice | 5 Design Tips To Help You Unleash The Full Potential Of Your Marketing Collateral
Top Marketing Collateral Advice | Printed marketing collateral plays a vitally important role in many kinds of sales, but in our digital age, it doesn’t always get the attention it deserves. The fact is that a strong, well-designed piece of marketing collateral can make all the difference in a sale and to the overall success of your marketing efforts. However, in order to grab the attention of your target audience, your marketing collateral has to look good, work hard and have the right message. This is especially true of business cards, leave-behind pieces, and direct mail, where your material has to stand out in a large pile in order to get noticed.
Today’s budget-conscious small business owners often ask, “I’ve spent a lot of money on building a top-notch website, so why should I spend more on printed marketing collateral?” The answer is rather simple: because it helps to grow your business. The benefits of printed marketing collateral are unlimited; it presents an opportunity for your potential clients to engage with your business on a tangible level and allows them to immediately get a sense of your business’s style. At the end of the day, effective marketing collateral can be the difference between a near-sale and a loyal client for life. To help you get started, here are our top tips for creating market collateral or revising the pieces you already have so that they perform better.
Showcase Your Creativity | Top Marketing Collateral Advice
Your collateral should showcase your brand’s unique personality that sets you apart from your competitors. Make sure your marketing collateral stands out, but be careful not to make it too gimmicky – you don’t want the design to detract from the message. Also, it’s a wise idea to have a style guide to ensure consistency across all your marketing collateral items. This will keep everyone on the same page about how each element including your logo, key graphics, fonts, slogans and brand-oriented words should be used, be it in business card or brochure design.
Use Great Graphics | Top Marketing Collateral Advice
If you want to grab the attention of your potential clients, using just the right graphics on your marketing collateral is a must. Imagery and other graphics help with the flow of your content as well as making everything a bit more interesting and easier to read and understand. However, there is a certain balance of graphics that needs to be achieved in order to effectively do this. For example, the amount of graphics that a photographer might need is quite different from the amount that a technical business like IT services might need to include in their marketing collateral.
Step Through The Process Of How Your Materials Will Be Viewed | Top Marketing Collateral Advice
It’s not all style and pretty images – make sure you offer substance in equal measure! Your potential clients want to see the most important facts and what they get by doing business with you. Creating effective marketing materials also requires that you understand the thought process your potential clients go through when they view your content. Things like how your content flows, what attracts a reader’s attention and how quickly your content can be read all affect whether you sell your goods or services to a potential client or lose their business. Be relevant, be concise and don’t waffle! Focus on showing what makes you stand out and emphasize what you can do for your clients.
Go For Quality | Top Marketing Collateral Advice
Whenever you’re presenting your brand to your potential clients, you should appear professional and reputable at all times. In order to do exactly that, go for the best quality your budget allows, whether you’re investing in the type of paper you use or the quality of video on your website or social media channels – as this all affects just how well your prospects respond to your marketing collateral. If this sounds too expensive to maintain in the short term, then consider saving costs by taking advantage of things like the economics of scale by printing your materials in bulk.
Integrate Physical With Digital Collateral | Top Marketing Collateral Advice
Businesses tend to forget that it can be a good idea to blur the line between physical and digital marketing collateral. The bane of marketing to some, easily-tracked and useful tools to others, QR codes can be incredibly effective when paired with the right type of marketing campaign. For example, your brochure or a business card could feature a QR code that takes potential clients to your website, mobile app download, coupon code, newsletter sign-up, or social media “like” page.