Effective Marketing Collateral Tips | Everything You Need To Know About Designing Marketing Collateral That Actually Works
Effective Marketing Collateral Tips | Online marketing may be vitally important for improving your company’s online exposure and the overall traffic to your website, but printed marketing collateral still plays a crucial role in driving your business, and the benefits it brings should never be underestimated. It provides you with an opportunity to engage with your potential clients, helps them interact with your business on a tangible level and instantly get a sense of your brand’s nature.
Effective marketing collateral can mean the difference between a near-sale and a loyal customer for life. Your target audience and potential clients are being bombarded by overwhelming amounts of generic and dull print materials on a daily basis. How can you make your marketing collateral, direct mail, and other printed materials stand out from the crowd for all the right reasons, regardless what your budget is? Here are our top tips for designing marketing collateral or revising the content you already have so that it performs better.
Create A Style Guide | Effective Marketing Collateral Tips
It’s essential you have a style guide to ensure consistency across all your marketing collateral. It keeps everyone on the same page when it comes to using your branded elements such as your logo, key graphics, fonts, slogans and brand-oriented words. Set brand guidelines and stick to them, particularly when it comes to fonts, branding and color scheme. You only get one shot at a first impression – make it a great one!
Develop Slightly Different Variations Of Your Logos | Effective Marketing Collateral Tips
Each type of collateral has a different intended audience, which means that every type of collateral has a slightly different goal. While your logo should stay relatively consistent across all these items, you should still consider developing slightly different versions of your logo that fit the best on specific pieces of collateral. For example, you might need a rectangular logo that fits on your envelope or business card, or a black and white version for scanned and copied documents.
Be Concise And Get To The Point! | Effective Marketing Collateral Tips
Be relevant, be concise and don’t fluff your content! Your potential clients are likely to be viewing your website on their phone or flipping through your brochure on the train home, so focus on showing what makes you unique and emphasizing what you can do for them. Another thing you should keep in mind is that your story should be more than just words. You can use pictures, graphs, tables, screen shots, pull quotes from past clients, or anything that will help visually convey your story, and emphasize your competitive advantage and benefits you can bring.
Grab The Attention From The Get-Go | Effective Marketing Collateral Tips
You only have a few seconds to grab your reader’s attention and entice them to pick up the brochure or flyer and READ THE WHOLE THING. Talk directly to your target audience. It’s not all style and pretty pictures – make sure you offer substance in equal measure! Make sure to show your enthusiasm for your industry and share an opinion or two – this is a potential client we’re talking about so go the extra mile to show that you get their world. Powerful headlines that grab your potential client’s attention are based on benefit statements that directly address the reader’s needs, concerns and interests. In other words, make it about them, not you!
Go For Quality | Effective Marketing Collateral Tips
Whenever you’re presenting your brand to your target audience and potential clients, you need to make sure you appear professional and reputable at all times. Go for the best quality your budget allows, whether you’re investing in the paper stock you use or the quality of video on your website and social media networks – as this all affects just how well your potential clients respond to your marketing efforts.
Include QR codes | Effective Marketing Collateral Tips
When investing in marketing collateral, it can be a great idea to look for ways to integrate your print collateral with your digital marketing strategy. The bane of marketing to some, easily-tracked and useful tools to others, QR codes can be incredibly effective when paired with the right marketing collateral. Your brochure or 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.
Go Beyond The Typical Contact Information | Effective Marketing Collateral Tips
To stay competitive, you have to provide information about your business to employees, investors, existing and potential clients, media, and the general public on an ongoing basis. Your company’s success depends on how well you communicate these details. In addition to including your phone number, email address and website, you should also consider asking your potential clients to “like” or “follow” you on your Facebook, Twitter, Instagram, and other social networks; then, reward them with an incentive such as a discount coupon, special access to useful features, or some other desirable offer that motivates response.