Marketing Collateral Design Tips | Marketing Collateral Matters! Tips For Creating Your Most Powerful Business Tool
Marketing Collateral Design Tips | Throughout the research and purchasing process, your potential clients consume a wide variety of content to guide them through every stage. Having a great website is great, but do you have effective marketing materials to match? Are your logo and color scheme consistent throughout all of your materials? Well-designed marketing collateral can mean the difference between a near-sale and a loyal client for life.
You can learn a lot about a business from the quality of their marketing collateral. Collateral is often the first impression that potential clients have of a brand, so leaving the best impression is absolutely vital. It can tell your story, so that people understand who you are, and what you do. It can help build your brand, so that people understand your value proposition. And they help you in moving potential clients through the sales cycle. Here are tips you can use to improve the way you use your marketing collateral.
What Is Your Goal? | Marketing Collateral Design Tips
Just as every marketing strategy has a goal, so too should the individual pieces of your marketing collateral. By determining this goal at the start, you can design the ideal collateral around this concept. This will help ensure that relevancy is maintained, and the calls to action are clear. It’s great to have additional goals, but be clear what the main purpose is, because every single element of your marketing collateral has to support that goal.
What Is The Message? | Marketing Collateral Design Tips
Once you’ve answered the “Why am I creating this piece?” question, you should have a much better understanding on what to say. Every piece of marketing collateral should have a clear message that communicates a certain message to your clients. In the awareness stage of a purchasing decision, consumers are looking for content (such as white papers, eBooks, and webcasts) that educates them on the issue. Once they have identified they have a problem and quantified the impact it’s having on them, they will turn to more technically oriented materials to help them put together a short list of businesses that can help them solve their problem. Make sure you communicate effectively why you are the right choice.
Consider How It Will Be Consumed | Marketing Collateral Design Tips
It’s a digital world. You may have heard. The majority of marketing collateral is consumed on screen — be it desktop, tablet or smartphone, but you shouldn’t ignore the printed materials either. From a design point of view, this requires some important considerations. Regardless if you’re creating printed or digital collateral, designing effective marketing materials requires understanding of the thought process your potential clients go through when they view your content. Things like how your content flows, what grabs a viewer’s attention, and how quickly your content can be read all work towards successfully selling your goods or services to a client.
Tell Your Story Clearly, Simply, Visually | Marketing Collateral Design Tips
People are scanners. It’s crucial to be able to hook them into your content strong visual design. This means high-impact graphics, killer headlines, bulletined copy and short paragraphs. Graphics can help dictate the flow of your content, and keep the attention of your audience on your materials. There is a certain balance of graphics that has to be achieved in order to effectively do this. Developing marketing campaigns and producing beautifully designed collateral is all good and necessary. When creating, however, think simple. Consumers love tools that get the point across quickly.
Integrate Physical With Digital Collateral | Marketing Collateral Design Tips
Businesses tend to forget that it can be a good idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical media can help clients access your company’s digital side, which in turn gives another opportunity for them to do business with you. Finally, consider conducting a direct mail marketing campaign using your marketing collateral. People like getting information. The more info you can send them – and the better quality it is – the more likely they are to turn to you when it’s time to make a buying decision.
Make It Easy To Access And Share | Marketing Collateral Design Tips
Referrals, social media promotion and anything else that you can think of to trick your audience into promoting your business for you will expand your marketing efforts. You’ll reach a wider audience than you did before, which translates for more opportunities to make sales. All your content should be simple to access and share. In a click, a reader should be able to email your brochure to a colleague or tweet it out to the masses.