Top Marketing Collateral Tips | Print’s Not Dead: What Every Business Owner Should Know About Marketing Collateral
Top Marketing Collateral Tips | Having a great website is great, but do you have marketing materials just as effective to match? Are your logo, font selection, and color scheme consistent throughout all of your marketing materials? Marketing collateral is often the first impression that potential clients have of a business, so making the best impression is absolutely vital. Businesses will often be judged based on the relevancy, consistency and overall quality of the materials that they use to engage potential clients.
Marketing collateral is the collection of materials used to boost the sales of a product or service. It tells your company’s story, so that people understand who you are and what it is that you do, and it helps you build your brand. Effective marketing collateral can be the difference between a near-sale and a loyal client for life. Here are our top tips for designing marketing collateral or redesigning the content you already have so that it performs better.
Make Marketing Collateral A Main Focus Of Your Marketing Strategy | Top Marketing Collateral Tips
The content you use for marketing collateral has to be outlined before you begin your next big marketing campaign. Just as every campaign has a goal, so too should each individual piece of your marketing collateral. By identifying this goal at the beginning, you can design the best collateral around this concept. It will help you focus your marketing more effectively by preventing you from losing focus on the themes and types of content you want to promote.
Tell Your Story Clearly And Simply | Top Marketing Collateral Tips
Every piece of marketing collateral should clearly communicate a particular message to your clients. By extension, you also have to structure your message in a way that makes sense to your potential clients. People are scanners, so it’s vital to be able to hook them into your content with a well-organized, effective design. This means high-impact graphics, killer headlines, bulletined copy and short paragraphs. Simplify the design, skip the jargon and define clear and unique selling points.
Make It Visually Appealing | Top Marketing Collateral Tips
You’ve heard the expression “a picture is worth a thousand words” a million times, and you know it’s true. Try to spend a few hours at the white board brainstorming different ways to communicate your key messages and solutions graphically. Don’t include graphics purely as design elements if they just take away the attention from your message. Don’t clutter your design with too many graphics unless each of them has some relevance to the message. When you choose the right graphics and images, you will have something you can use all across your business from presentations to your website to videos.
Create A Style Guide | Top Marketing Collateral Tips
If your website, for example, bears no resemblance to your business card, you can lose esteem in a potential client’s eyes, whether on a conscious or subconscious level. This doesn’t mean your website has to be a blown-up version of your business card, but some elements should carry over to make it clear that they both represent the same business. A style guide is another way of sorting out the different elements that make up your collateral. It enables you to outline your theme elements, which include your logo and any graphics, your fonts, marketing phrases and brand-oriented words, and then use them throughout all of your marketing materials.
Use Quality Base Materials | Top Marketing Collateral Tips
The type of paper you use, how quickly your website loads and even the quality of your recorded video all affect how well your audiences respond to your marketing collateral. A paper with a rich appearance and feel adds greatly to the ambiance of your marketing collateral. You want your company to appear professional and reputable, which means that you have to have the highest quality paper and printing that is economically feasible.
Make It Easy To Access And Share | Top Marketing Collateral Tips
Business owners 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 potential clients access your company’s digital side, which in turn gives another opportunity for them to find out more about you, your business, and to purchase from you. It’s a social world, as you may have heard. 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.