Adam Weiler is a serial entrepreneur who resides in Seattle, Washington. He is the Founder & CEO of Sunken Stone, a results-driven Amazon marketing agency for growing 7- & 8-figure eCommerce brands. Adam loves to cook, take vacations, and spend time with his family when he is not working. If you have questions or want to chat about Amazon, send him an email or reach out on LinkedIn or Twitter.
Types of Marketing Collateral
There are several popular marketing collateral types that customers love. Try creating the following marketing collateral for your subsequent campaigns:
As a business owner, you know that use of marketing collateral types is key to your success. But what kind of marketing collateral works best? And what type of content generates the most leads and sales?
There are many different types of marketing collateral, but not all are effective. In this blog article, we’ll go through 12 distinct sorts of marketing material that customers enjoy! We’ll also give suggestions on how to generate each type of content. Let’s get going!
Your ideal customers would never turn down exceptional marketing collateral.
What is marketing collateral? Let’s define what we mean by this term.
Marketing collateral is any content you create to promote your business. It can include anything from a simple flyer or brochure to an elaborate website or video.
Yes, that’s right, marketing collateral can come in traditional and digital formats!
The most important thing to remember is that you should always align marketing collateral with your company’s branding and message. It should also speak directly to your ideal customer.
The Importance Of Marketing Collateral
Most marketing collateral types aim to persuade potential customers to take action. This action can include buying your product or service, signing up for a free trial, or simply learning more about your company.
eCommerce business owners create marketing collateral to support sales staff in person and online. Business owners can also use marketing collateral to drive website visitors deeper into the conversion funnel or closer to a sale.
How you use marketing collateral types within your business depends on your goals. Suppose your business values building a strong workplace culture or creating a stronger brand identity. In that case, marketing collateral can help with that too.
Thus, your company’s reason for creating and promoting marketing collateral doesn’t need to be an asset only to your sales team. How your team decides to utilize marketing collateral types can depend on what you want to achieve.
There are vast benefits to using marketing collateral to promote your business, such as improved brand awareness and greater customer engagement and interaction.
When you provide potential and current customers with interesting, engaging, and relevant content, they’re more likely to interact with it.
The benefits of marketing collateral could be anything from reading your blog article or watching your video to clicking on a link to learn more about your company or product.
Share Your Brand With The World
Marketing collateral is a great way to share your brand with the world. Creating high-quality, visually appealing content can help people learn more about your company and what you offer.
Not only that, but good marketing collateral can also help improve your search engine ranking. The more people who see your content, the better! When you create content that accurately represents your company and its values, people will notice.
Seeing your brand and logo in marketing content may help people remember you when they need what you provide. In addition, well-designed marketing collateral can make a strong impression on potential customers and inspire them to take action.
Take eCommerce Customers On A Journey
Many eCommerce businesses use marketing collateral to take customers on a journey. You can educate and engage customers until they’re ready to buy by providing a series of related marketing materials.
For example, you might start with a video introducing your product or service. Then, you could provide a few blog articles that detail the features and benefits of what you offer.
Customers will perceive your business as familiar and appealing if you give them material relevant to their interests. Appropriate marketing materials help them learn about your products or services fun and easy-to-understand way.
This journey is a great way to increase conversions and make sales! Rather than simply selling them a product or service, you can use content to introduce them to your company and its values.
Run Campaign Promotions
eCommerce business owners can also use marketing collateral to run promotional campaigns.
For example, you might create a series of flyers or posters that promote a sale or new product. You could also use marketing materials to announce a contest or giveaway. In addition, you can use marketing collateral to drive people to your website or social media pages.
The more people who visit your site or follow you on social media, the more likely they will buy from you. When designing your promotional materials, it’s essential to make sure the text and graphics are eye-catching and easy to read on a screen.
You’ll also want to include all the necessary information, such as start and end dates, terms and conditions, etc.
Utilize Sales Reference Material
Sales reference material is marketing collateral that helps salespeople sell their products or services. This material can take many different forms, such as product datasheets, price lists, case studies, etc.
When you provide your sales team with high-quality materials that are well-organized and easy to use, they’ll be able to close more sales.
In addition, having suitable reference materials can help reduce the amount of time it takes for salespeople to learn about your company and its products.
Make sure the design of your reference material is professional and appealing to stand out on a desk or in a briefcase.
12 Marketing Collateral Types eCommerce Customers Love
There are several types of marketing collateral that eCommerce companies frequently use. Here are 12 examples of marketing collateral to pitch in your next marketing meeting:
The first of several marketing collateral types is the fair and noble blog post. Customers love blog posts and for good reason.
They’re a great way to share your brand with the world, and when you create high-quality, visually appealing content, it can help people learn more about your company and what you have to offer.
Not only that, but good marketing collateral can also help improve your search engine ranking. The more people who see your content, the better!
A helpful eBook like the Ultimate Amazon Playbook is always great marketing collateral. Customers love eBooks because they provide in-depth information on a topic.
When creating an eBook, make it relevant to your target audience and include helpful information. You can also introduce customers to your company and its values.
White papers are marketing collateral types that customers love. They provide in-depth information about a topic and can help build trust between your company and the customer. When writing a white paper, make it exciting and easy to read.
Case studies are excellent marketing collateral types which show potential customers how your products or services have helped other businesses succeed.
They’re also excellent collateral marketing types for demonstrating the value of your products or services. When creating case studies, focus on your products or services’ benefits.
Customers love videos because they’re a fun and engaging way to learn about a product or service. In addition, video marketing is one of the best marketing collateral types for improving your search engine ranking. When creating videos, be sure to make them high-quality and informative.
Customer testimonials are a great way to build trust between your company and the customer. When writing testimonials, focus on your products or services’ benefits. You can also use them as part of a promotional campaign.
Although it’s easy to overlook testimonials, they’re one of the most effective marketing collateral types for building sales. The more people raving about your products, the better!
Customers love product guides because they provide in-depth information about a product or service. Make it easy to read and visually appeal when creating a product guide. In addition, be sure to include all the necessary information, such as specifications, features, and more.
Brochures are marketing collateral types that customers love. They’re a great way to introduce potential customers to your company and its products or services. When creating brochures, make them visually appealing and easy to read.
When you’re trying to close a big deal, an executive presentation can be the key to success. Executive presentations provide potential customers with all the information they need to decide.
They’re also a great way to show off your company’s strengths and how they can help the customer achieve their goals.
Any organization can make a compelling how-to guide.
Customers love how-to guides because they provide step-by-step instructions on using a product or service.
When creating a how-to guide, make it easy to follow and visually appealing. In addition, be sure to include all the necessary information, such as step-by-step instructions, images, and more.
Customers love infographics because they provide a visual representation of data. When creating an infographic, use accurate data and make it easy to read. You can also introduce customers to your company and its values.
Email newsletters are another great way to keep in touch with your customers and let them know about upcoming events. Focus on your products or services’ benefits. You can also use them as part of a promotional campaign.
There are many marketing collateral types that customers love. When creating any collateral, focus on your products or services’ benefits. Make it visually appealing and easy to read. Doing so will help improve your chances of success with potential customers.
How To Create Exceptional Marketing Collateral Types
You will always have to market to distinct audiences with varying knowledge about your brand. The appropriate marketing materials will help you create leads, advertise new goods and campaigns, attract new consumers, re-engage old ones, and increase public awareness.
Unfortunately, creating collateral to make something new for your business often isn’t worth it. After all, it takes time and resources to design and build a compelling piece that properly represents your business. So, it’s essential to make sure you’re spending time on the right things – and that starts by understanding your audience.
Step 1: Know Your Audience
Before creating any marketing collateral, you need to know your audience. Who are you trying to reach, and what does your audience want or need? Which marketing collateral types will reach your customers best?
The first step is understanding your customer base. You must know their age, demographics, purchasing power, and interests to develop the right mix of marketing materials.
Once you understand your target audience, you can start creating content that appeals to them.
Step 2: Build A Resourceful Team
For your marketing collateral to be successful, you need a team of talented and experienced professionals. Your eCommerce marketing team might include designers, writers, and marketers. When putting together your team, choose people who share your company’s values and vision.
You will also need a team with the skillset to design and produce exceptional marketing collateral. It can include creative designers, writers, videographers, and web developers. These individuals will understand how to use a variety of marketing collateral types that convert to product sales.
Step 3: Stay On-Brand
Your brand’s identity should be at the heart of all your marketing efforts. The style and tone of your marketing collateral must be consistent with your other branding materials, such as your website and social media profiles.
Staying on-brand means consistently using the same fonts, colors, and style throughout your content. You’ll create a unified look that will help improve your brand’s image by doing this. Use a variety of marketing collateral types but keep the branding the same for maximum effectiveness.
Step 4: Make Data-Based Marketing Collateral
Customers love data-based marketing collateral because it provides information that is relevant to them. When creating data-based marketing collateral, use accurate and up-to-date information.
Incorporating stats and figures into your content backs up your claims and makes your case more persuasive. Most marketing collateral types are enhanced with a great piece of data.
Data-based marketing collateral is becoming increasingly popular with customers. They love seeing the facts in graphical form, making data-based marketing collateral easy to read and visually appealing.
Which Marketing Collateral Types Are Best For eCommerce Businesses?
Many different marketing collateral types can be effective for eCommerce businesses, such as infographics, email newsletters, videos, and website landing pages.
Each marketing collateral type has its unique benefits and drawbacks. Choose the marketing collateral types that will work best for your business and target audience.
Should eCommerce Brands Use Infographics?
Infographics are one of the best marketing collateral types for presenting data visually. People enjoy images, so infographics are often shared more than other types of content. They are perfect for eCommerce businesses that want to show how their products or services can benefit customers.
Why Are Email Newsletters Effective?
A fun email newsletter from Harry’s.
Brands can also use email newsletters to keep customers up-to-date on new products and promotions.
Email newsletters are powerful marketing collateral types because they allow businesses to build relationships with customers over time.
Plus, email marketing is incredibly inexpensive compared to other marketing collateral types. If you operate an eCommerce business, then email marketing makes sense.
How About Different Types Of Video Marketing Collateral?
Videos are perfect for introducing new products or demonstrating how they work. Think about all the commercials, infomercials, and video content you’ve seen online. Most of them are for products, and they use video to significant effect.
Video can be a powerful marketing tool, but it’s essential to ensure the videos are high quality and engaging. People will quickly click away if they aren’t, and you’ll lose out on a potential sale.
Are Landing Pages Worth The Effort?
Static website landing pages are perfect for eCommerce businesses that want to increase their conversion rates. They are simple, easy-to-read pages that provide specific information about a product or service. Thus, landing pages can be wonderful marketing collateral types.
Static website landing pages are a great way to focus on a single product or service and explain how it can benefit customers. They are also an effective way to increase your website’s conversion rate.
Brand owners can use website landing pages to increase conversion rates by persuading potential customers to take action. A landing page often gives visitors few options, such as signing up for a mailing list or buying a product.
Therefore, creating landing pages for eCommerce products can be an extremely effective way to increase sales when done correctly.
Dealing With Marketing Collateral Types? If So, You Need A DAM.
Flat File Pro is an example of a DAM for eCommerce sellers on Amazon.
If you invest money creating marketing collateral types, you should also invest in a digital asset management system. A DAM will help you store, manage, and track your marketing collateral files.
Too few eCommerce business owners consider how they’ll manage the marketing collateral creation process and store files. As a DAM can make the process more efficient and organized, this is a mistake.
A digital asset management system can help you store all of your marketing collateral types in one place. Using a centralized storage solution makes finding and using the files you need more accessible, saving you time and frustration. Plus, many digital asset management software has helpful features that make it simple to find the correct file quickly.
Digital asset management software can also help you track the performance of your marketing collateral. This information can help determine which pieces are most effective and which ones need improvement.
In Conclusion – Marketing Collateral Types Customers Love
Creating marketing collateral is an essential part of any eCommerce business. Make sure you make the most of your investment using a digital asset management system. It will simplify and be more organized, helping you create better marketing collateral faster and easier.
Customers love many different types of marketing collateral. Using various materials, you can reach a more significant number of people and improve your chances of success. And a DAM can help make the process much more efficient.
So, what are you waiting for? Start creating excellent marketing collateral today! It’ll pay off for your organization, especially when implementing a DAM to manage everything.
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Frequently Asked Questions
Is social media a marketing collateral? What are marketing collateral materials?
Marketing collateral materials are any physical or digital materials used to promote a product or service. They can include print ads, brochures, website landing pages, and email newsletters. eCommerce brands use marketing collateral materials to reach a larger audience and increase public awareness. It’s an integral part of any marketing strategy.
What are the four main types of marketing assets?
The four main types of marketing assets include print ads, brochures, website landing pages, and email newsletters. Each type has its unique benefits and drawbacks. Choose the ones that will work best for your business and target audience.
How do you do marketing collateral?
You do marketing collateral by creating physical or digital materials that promote your product or service. These materials include print ads, brochures, website landing pages, and email newsletters. It would help if you used a variety of marketing collateral to reach the largest possible audience.
Is social media a marketing collateral?
Most eCommerce brand owners consider social media a part of their overall marketing strategy, not just a collateral type. However, social media can be used as marketing collateral to reach a wider audience. It’s an essential tool for creating connections with customers and building relationships.