Practical Marketing Collateral Tips | The Small Business Owner’s Guide To Maximizing The Impact Of Marketing Collateral
Practical Marketing Collateral Tips | To remain competitive, you have to provide information about your business to your employees, existing and potential clients, investors, media, and the general public on a regular basis. More importantly, if you want to build brand loyalty and repeat business, then you can’t go past printed marketing collateral items to raise the profile of your business. At the end of the day, your company’s success depends on how well you communicate what you have to offer.
First impressions are everything. In business, your marketing collateral items will oftentimes provide that crucial first impression. They tell your company’s story, so that people understand who you are and what it is that you do. They help build your brand, so that potential clients understand your value proposition. And they help you in moving potential clients through the sales cycle. Creating effective promotional pieces takes creativity, practice and a little know-how. Put your marketing collateral to work for you by following a few simple design rules.
Revise Your Current Materials | Practical Marketing Collateral Tips
Quality marketing collateral should effectively promote your brand to existing and potential clients and educate them about the products and services you provide. Regardless of what you might believe, your existing marketing collateral items have some strong points. The simple elimination of the weak elements that detract from your message should be your goal, rather than revising and creating entirely new content from scratch every time you start a new marketing campaign.
Create A Style Guide | Practical Marketing Collateral Tips
Marketing collateral is a direct representation of your business. It should convey a clear, simple, compelling message that aligns with your brand promise. Therefore, it’s vitally important to make sure every piece of collateral stays consistent in terms of style, tone, voice and visuals. A style guide enables you to outline your theme elements, but it also keeps everyone on the same page about how every element including your logo, key graphics, fonts, slogans and brand-oriented words should be used.
Who Are You Talking To? | Practical Marketing Collateral Tips
If you don’t know exactly who your target audience is, then you could be wasting a lot of time and money. Look at your database of existing or potential clients and decide who this particular piece of collateral will work for, then design it with them in mind. Look at their age. Gender. Level of education. Ethnicity and language. Whether they have family. For example if you’re targeting mature women you should use soft, classic colors. If you’re targeting families you should use bright, playful colors instead.
Leaving The Right First Impression | Practical Marketing Collateral Tips
It’s important that your promotional material doesn’t look cheesy. You want to send out a professional image that represents your business well. All your marketing collateral items need to be clean with clear branding. Leave the cutesy smiley faces and informal language for the emails to your friends and family. Instead, make sure you include your logo, brand colours, the right tagline and fonts that represent your business well.
Write Persuasively | Practical Marketing Collateral Tips
Start with the headline. This is the first element your potential clients will see, so you need to be able to grab their attention, otherwise they may not continue reading. So the better your headline, the more chance you have of making sure your clients read on. As a rule of thumb, keep writing simple and clear. When you’re writing about something you know well, it’s easy to get complicated. You’ve already determined who you’re targeting, so make sure you write with them forefront of mind. Who are they? How much time do they have? What would make them act?
Develop Slightly Different Variations Of Your Logos | Practical Marketing Collateral Tips
Each type of collateral has a different target audience, which means that every item of collateral has a slightly different goal. Your logo should stay relatively consistent across all your marketing pieces, but you should develop alternative versions of your logo that fit the best on specific collateral items. For example, you might need a rectangular logo that fits on your envelope or business card or a mono and color versions.
Go for Quality | Practical Marketing Collateral Tips
Each and every time you’re presenting your brand to your target audience, you have to appear professional and reputable. 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 targets respond to your marketing collateral.