Do you want to know what the key is to a successful marketing campaign?
Marketing collateral.
Marketing collateral is a term used to describe the various marketing materials that companies use to market their products and services.
The goal of marketing collateral is usually two-fold. First, to educate prospective customers about a product or service. Secondly, to make them want to buy the said product or service.
This blog post will discuss the different types of marketing collateral and how they can be used in your business.
What Kind of Marketing Collateral Should I Use?
There are many collateral types you can use to promote their products and services. The type depends on the goal of your marketing strategy and the product or service that it promotes.
For example, if you’re marketing a new software product for small business owners, then collateral in print form may be the most suitable. The reason is that this type of marketing medium usually takes up less storage space and is cost-effective.
Furthermore, marketing collateral in the form of brochures and pamphlets may be more convenient. You can’t compare it to an event or a digital presentation.
What Are the Different Types of Marketing Collateral?
Marketing collateral is usually classified based on how it’s presented to potential customers. Here are some examples:
1. Print Marketing Collateral
This type of marketing collateral is distributed in print form. Examples include brochures, pamphlets, postcards, and rack cards, among others. Some companies also distribute catalogs through direct mail campaigns.
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2. Digital Marketing Collateral
Here, collateral is distributed via email, websites, mobile apps, and social media marketing. It may come in the form of video presentations like infographics or videos that explain how a product works.
3. Events Marketing Collateral
Marketing professionals can present marketing materials to potential customers during events. And these include seminars, public speaking engagements, and tradeshow exhibit hall visits.
This method may be done by marketing professionals who are trying to raise brand awareness. It’s not common among those selling products or services.
4. Promotional Marketing Collateral
Marketers sometimes distribute promotional items to people who participate in marketing campaigns. For example, trade shows where attendees get branded coffee mugs when they visit booths or fill out marketing surveys.
Types of Digital Marketing Collateral
These mainly include marketing materials that can be viewed on-screen. For example, you’ll see them in digital format when marketers present their product or service via a website.
It’s important to note that marketing collateral in this format is interactive. This means that marketers can use it to take the lead during conversations with marketing prospects.
Digital marketing collateral is also designed to promote products via social media marketing. In fact, professionals use marketing collateral in this format all over the web, specifically on Facebook and Twitter.
Here are some examples of digital marketing collateral:
1. Marketing Video
Marketing professionals can use marketing videos as marketing collateral for their marketing campaigns. Marketing videos are also perfect for marketing on social media platforms like Facebook and YouTube.
2. Digital Infographic
An infographic is a method that includes visual images, graphical representations, and tables. They present information in an interesting way to marketing prospects or customers.
An infographic typically focuses on how the benefits of a product or service can help marketing prospects solve problems.
3. Microsite
A marketing microsite is a website that’s designed to sell a specific product or service. The site allows marketers to present information about the product and its benefits in a highly organized manner.
The intention is to allow people who visit the site to discover everything they need to know about the product or service. A marketing microsite may also be used as an extension of another website.
4. Ebook
An ebook is collateral that marketers use when launching a product or service. Marketers may use it as part of their social media marketing campaign. And that’s because people can view ebooks on personal devices.
5. Blog
This involves the use of blog posts to promote products and services or other marketing goals. Many marketers publish blog posts on their social media platforms and blogging websites.
6. White Paper
A white paper is a marketing tool that sales professionals use to help marketing prospects learn how a product, service, or concept can solve their problems.
Many businesses publish white papers so that other companies and organizations can access them for research purposes.
7. Article Marketing
Marketing professionals use article marketing as part of their link-building campaign. Link building plays a vital role in helping search engines like Google determine the value of your website for a particular keyword.
Article marketing allows marketers to reach out to other bloggers and writers interested in sharing content.
8. Newsletter
A newsletter is electronic marketing collateral. It involves the distribution of digital versions of newsletters through email marketing. And sometimes, it also involves offline print newsletters.
9. Press Release
A press release is collateral that marketers distribute to journalists, bloggers, website owners, and other people who can promote a business. Press releases are a great way for the marketing professional to spread information about the company’s new product or service.
10. Presentation
If you have ever had to sit through a PowerPoint presentation during a meeting at work or school, you already understand what marketing professionals mean when using the term “marketing collateral.”
A presentation is an interactive marketing tool designed to pitch products or services to a group of people in person. So it tends to be more visual than other types of digital marketing collateral. It can also be distributed digitally for use in social media campaigns since people can view presentations.
Choose the Most Suitable Collateral for Your Marketing Goals
Marketing collateral can help your business reach a broader market and increase brand awareness. If you’re looking for the best marketing collateral for your business, choose one that will convince prospects to buy products or services from your company.
For more tips and insights on marketing, continue exploring our blog.
