How to Create Cohesive Marketing Collateral
Marketing is a business function that spreads far and wide within the organization. It is how you will attract customers, letting them know about your products and services. Marketing is the driving force in creating your brand's identity.
One of the most essential components of any company's marketing strategy is having the right type of marketing collateral. Yet, there are many businesses who aren't sure how to create a marketing design that will have a consistent look to use in their marketing collateral.
If your business is looking to strengthen your brand's identity, then marketing collateral is your solution. Here's how to create cohesive, eye-capturing marketing collateral that will take your business to the next level.
Create a Marketing Strategy
The first step of having a consistent look to your marketing collateral is creating a marketing strategy. A marketing strategy will allow you to understand the marketing initiatives your business wants to tackle. It will also help you identify your budget and what type of marketing collateral will be best suited to meet your company objectives.
Your marketing collateral should coincide with your marketing goals. This is another thing that creating a marketing strategy can help you do. A marketing strategy will also help you highlight your buyer personas.
Marketing collateral is only effective if it speaks to your target audience. When you create a marketing strategy, you will outline demographic and psychographic characteristics. This will help your business develop marketing materials that resonate with a specific buyer persona.
Your marketing strategy is the blueprint for your marketing design. It's how you know what marketing materials you should present to your customers.
Understand the Types of Marketing Collateral
Once you have developed a marketing strategy you should understand the types of marketing collateral you can use. While there are a variety of materials available there are a few forms of marketing collateral that are most common.
Branded content is one of the most important types of marketing collateral. The reason being is it helps a company share its true brand identity. This type of marketing collateral gives your brand a voice. It's the content you, as a company, develop for publication.
Another common type of marketing collateral is infographics. They can be used in any stage of your customer's journey, yet they are a perfect tool for helping grow awareness. One of the great things about an infographic is they can be turned into posters, pamphlets, and even used online. Infographics are a creative way to provide illustrations, charts, and graphs. and really showcase what your company can do for its customers in a visual way.
The next type of marketing collateral that is common are case studies. Case studies are one of the best examples to provide to customers in the consideration stage. They contain useful information about your company's success stories. Case studies are a versatile type of marketing collateral because they can either be a single page or have many pages. They help your business make a case in how others have benefited from using your products and services.
Other types of marketing material that are common are white papers and brochures. White papers are thought pieces that define your company's position as a thought leader. Brochures, on the other hand, are a high-level source of information about your company's products and services.
Using a combination of any of these marketing materials can help your business achieve its marketing goals.
Create Your Branding Guidelines
Once you have decided on the types of marketing collateral to create, you want to develop your brand guidelines. Branding guidelines include things like your marketing design. It also includes your color palette and your brand's typography.
While you may have different types of marketing collateral there, has to be a consistent look to every piece of material. You want to consider the visual design, as this is what highlights your brand identity. A good rule of thumb is to follow a standard layout that you can change based on the type of marketing collateral.
Your marketing design can impact how a customer perceives your brand. Branding guidelines are the framework that helps you create the perfect marketing collateral.
Build Your Process
While following your branding guidelines, you build a process to develop your materials.
When creating marketing collateral, you want to follow a standard process. The first step in the process is to create a marketing design for your marketing materials. You want to focus on making your content engaging and distinct.
The next step is to proof and review your content. You want to make sure that it meets your company's standards. You want to check for errors and remove anything that would come off as confusing to your customers.
If you are using print materials it is a great time to do a test run to get the look and feel of the content. Once your marketing collateral is ready you want to release it.
Measure Engagement and Analyze Performance
After your content is published, you are going to want to analyze its performance. Doing this will help your business measure the engagement that your collateral received. This will also let you know if this type of collateral works.
When marketing collateral has a high level of engagement you will also have a sign of what resonates with your target audience. Taking a step back and reviewing the results will also help you identify the marketing tools your business needs. Doing this can help yield better performance results.
Optimize Your Results
One of the last, but most important, pieces of creating marketing collateral is analyzing your results. Your marketing materials are an interconnected part of your business. You want to find ways to maximize your results by using the right marketing collateral for the right customer, at the right time.
Making your marketing collateral adaptable and aligning it with your everyday business processes is how you achieve optimization.
Need Help Creating Your Marketing Collateral
Your marketing collateral has to be top tier as it is the first impression that your business gives. You want to make sure you create a cohesive marketing strategy to properly convey the voice of your business.
Your business deserves to capture the attention of your audience. If you need help creating marketing collateral that truly resonates with your customers we can help. Request a quote and get started on your new marketing design today!