The Value of Marketing Collateral

The concept of marketing collateral is not a new strategy, but it is something that all businesses should be revisiting on a regular basis to ensure that they are best utilizing their existing materials to help grow and scale the business.

What is Marketing Collateral? 

Marketing collateral is any asset or communication that is branded that promotes your business, product or service. Examples of marketing collateral include your website, case studies, blogs, webinars, newsletters and more. 

On the blog today, we will discuss the ways in which you can use various marketing collateral materials to grow your business, and increase inbound leads. 

What Can Marketing Collateral be Used For? 

Marketing collateral can be used to:

  • Build brand awareness 
  • Attract new customers and leads 
  • Increase repeat customers 
  • Nurture existing customers & increase customer retention
  • Support internal teams such as sales & marketing 

Here are some examples of marketing collateral that you can use to promote your business and services. If you are looking to add more marketing collateral materials to your business, remember to focus on the ones that are relevant to your customers. 

Blog Posts: A blog is often hosted on your website, and covers content that is relevant to your business, your services and offerings. Blogs are a great way to show the value of your business proposition, and share how you have helped your customers solve a problem with your solution. When your audience finds value in your blog content, they will trust you and consider you an expert  which in turn can attract more leads for your business. 

Case Studies: Case studies are a great way to show the value of your product or service and how it has helped your customers to solve their problems. Similar to blogs, it can help create the trust you need to bring in new customers, but case studies are more in depth and among the top content formats which drive B2B buyers towards making a purchase. 

White Papers:  A white paper is a long form, in depth, educational and research based document that addresses a specific problem that your audience may be experiencing. White papers are a great way to convert those potential customers that are in the decision stage. Take a look at our tips on how to write a white paper, to help you get started. 

Newsletters: Newsletters are often an afterthought for most B2B businesses, but they are a great and efficient way to communicate with your customers. Similar to blogs, you need to include content that is valuable to your customers in your newsletters to keep them engaged. You can use your newsletter to provide updates and improvements to your product or service, share other marketing collateral like blogs, white papers and case studies, and provide offerings that create more business leads.

Customer Success Stories: Customer success stories are a great way to share what a customer has gained from your company’s product or service. This is a great way to showcase how you have helped solve a problem for a customer, and share it on your website, through a video, photo or  in a PDF format that is downloadable. 

Webinars: Webinars are a more interactive way to connect with your customers, providing an educational opportunity, training session, workshop or fireside chat to share information in real time. Webinars can also be a great way to gain inbound leads, by collecting emails in order to access the webinar or content. 

It is important to remember that when assessing your marketing efforts, that you choose marketing collateral that speaks to your audience and resonates with them. Additionally, you must continually revisit your marketing collateral to ensure that you are making the appropriate adjustments to increase your inbound sales success, all while staying on top of current market trends that can help you grow your business. 

These marketing collateral examples are areas that we excel in at VA Partners, as we offer marketing support for small and growing businesses. If you are looking for more information about how we can support your business’ marketing efforts, please connect with us.

The Value of Marketing Collateral