Custom Marketing Collateral Design | Tips, Tricks, And Best Practices For Creating Marketing Collateral That Makes The Sale
Custom Marketing Collateral Design | Branding a small business isn’t just about choosing colors and creating a logo. It is a coordinated effort to convey your brand’s values through every level of your business, from the workplace environment to the products that are sold and through the services that are offered. It shouldn’t come as a surprise that it also trickles into the marketing collateral used to drive sales. Having a great website is good, but do you have great marketing materials to match? Are your logo and color scheme consistent throughout all of your materials?
The benefits of personalized marketing collateral are endless; it’s a great opportunity for your potential clients to engage with your business on a tangible level and enables them to instantly get a sense of your business’s style. Anyone can have flyers, brochures, one-sheets, and lengthier pieces of material used to sell products and services. But what if you could get more mileage out of your marketing collateral items? Check out our top tips for designing marketing collateral that will wow your target audience every time!
Create A Style Guide | Custom Marketing Collateral Design
Large companies are very brand-conscious. They are particular about how their identity is portrayed on anything and anywhere. Small business owners shouldn’t be any different. It’s vitally important to have a style guide to ensure consistency across all your marketing materials. Repeat design elements, colors and communication style throughout all of your marketing materials to reinforce the image of your brand. Your printed marketing pieces should include the colors and graphics you use in your digital marketing efforts. The fonts should match from the business cards to the brochures to the postcards, and even your website!
Understand Your Audience | Custom Marketing Collateral Design
And no, “everyone” can’t be your target audience. Think about what type of person is most likely to be interested in what you have to offer. What defines that person? Consider their age, gender, income, ethnicity, occupation, even where they spend their free time. Communicate the problems you are solving as effectively as possible. Start by identifying three to four of the key issues for every industry you’re trying to appeal to. Research indicates that potential clients respond to content that discusses their challenges and pains, not your product. Be personal, and use messaging that talks about them and their needs, and not so much you.
One Piece Can’t Do It All | Custom Marketing Collateral Design
Once you’ve identified your target audience, define what you want them to do. Having specific goals for each marketing piece will ensure you are getting a return on your investment of time and money. Marketing collateral is defined as, “the collection of items used to support the sales of a product or service.” If you try to achieve all of your goals with just one brochure or an email blast, you will likely achieve nothing. Avoid the urge to include too much content and reach too many audiences, and really focus your piece on the one or two of your goals.
Organize The Content | Custom Marketing Collateral Design
Creating effective marketing materials requires that you understand the thought process your potential clients go through when they view your content. People are scanners. It’s vital that you’re able to hook them into your content. Things like how your content flows, what attracts a potential client’s attention, and how quickly your content can be read all work towards successfully selling your products or services. This means high-impact graphics, killer headlines, bulletined points, and short paragraphs. Simplify the design, get rid of the jargon and emphasize clear takeaways.
Go For Quality | Custom Marketing Collateral Design
Whenever you’re presenting your brand to your target audience, you have to appear professional and reputable at all times. Kick it up a notch by really putting some thought into the different materials that will be used for your marketing collateral. Go for the best quality you can afford, 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 can drastically affect just how well your potential clients respond to your marketing collateral.
Bring Your Story To Life | Custom Marketing Collateral Design
A story is more than words. You can use pictures, screenshots, graphs, tables, pull quotes from customers etc. − anything that will help visually communicate your story, and emphasize your unique selling points. You’ve heard that a picture is worth a thousand words a million times. Commit to spending a couple of hours at the white board brainstorming different ways to illustrate your key messages and solutions graphically.