When we’re talking about marketing, things can get kind of buzz-wordy. Marketing collateral. Landing pages. Audience personas. Ever feel like you need a guide to walk you through these things?
Introducing the Ultimate Guide to Marketing Collateral!
In this article, we take the most common types of marketing collateral and define them - what they are and when to use them. We'll also show you examples, some our own and some from other brands, that will inspire you to create your own marketing pieces.¹
In order to make sure we're all on the same page, let's start at the top.
What is Marketing Collateral?
Marketing collateral is a collection of media or advertisements used to support the sales of their products or services. From print pieces to online media, having the right types of marketing collateral is a must for successful businesses.
The quick list you may think of when you think "marketing collateral" is:
- Sell Sheets
- Landing Pages
- Explainer Videos
- Case Studies
We’re firm believers that every piece of marketing material serves a purpose. But first, you’ve got to know what those pieces are. Once you understand that, you can begin to identify the purpose they serve best for your business.
The Different Types of Marketing Collateral
Marketing collateral comes in many shapes, sizes, and styles but they are all worth it. Here’s a rundown of eight pieces that you should have in your arsenal, and where they typically fit in the scope of marketing your business.
A sell sheet is a simple tool that showcases the benefits of your idea in a succinct and compelling way. They’re usually one or two pages (at most) and are more in-depth about a particular product or service than a company brochure would be.
Include a fine balance of images and typography to keep your sell sheet clean and readable. You'll highlight an image of your product or service – whether literal or in the sense of the benefit your product/service makes possible.
It also showcases the big benefit – why people would purchase it. A sell sheet needs to include contact information, as well as any patent information if applicable.
When to Use a Sell Sheet
A sell sheet gives your product that little bit of oomph that it was missing, so you’ll often see these at point of sale environments. They’re an advertisement, yes, but not a coupon so remember that buyers in the awareness and consideration stages should be who you are targeting.
Sell Sheet Examples:
Brochures are one of the most widely distributed marketing materials on the planet, and for good reason. Few other mediums lend the space to present a powerful message in such a portable manner. Typically, a brochure is going to be the piece of marketing collateral that is full of robust information and includes intriguing graphics.
When people think marketing or sales collateral, they typically think “brochure” first. That’s not a bad thing, but it’s the reason why we usually clarify the intent of the piece. We may find that you’re better suited to another item on this list. (ok, back to the explanation.)
When to Use a Brochure
Brochures are a wide-angle shot at what your company can do. Brochures are intended to grab attention and awareness so you'll want to provide easily digestible information. If you’re launching a new program or product, and have the time, brochures are a great way to explain the new features.
These examples feature custom photography which help the pieces come alive, along with information ranging from paragraphs to bullets and quick hit lists. It's an all-in-one way to describe the services and offerings available from this particular business.
Think of a landing page as a sibling to your website. Landing pages provide a highly targeted message for a product or promotion without giving away the whole farm - and they keep the visitor focused on a specific goal or outcome.
Not only do landing pages help disperse focused information about your product/service....but they also help increase your conversion rates on your website!
A landing page should exemplify the same aspects of your brand and mesh well with your current website, but it doesn't have to look like a carbon copy. You'll want to include videos, large calls to action, and other items that might not be the focus of your regular pages.
One of the most important features of a landing page making sure they don’t require viewers to swim through a sea of information.
When to Use a Landing Page
You should make it a best practice to use a landing page for every inbound advertising campaign you operate. This could be for an action, like an ebook download or event registration, or a sales page for a specific product or service.
Perhaps you're selling multiple products or setting up promotional offers for different user segments and your homepage can’t deal with this level of message differentiation. These pages are great for growing awareness and helping to get your promotion out into the digital world.
Examples of Landing Pages
Video is quickly claiming the majority of views and retention in the online realm. Explainer videos are an effective and creative way to draw attention to your business.
Explainer videos are short videos that describe a product or service. With these videos you can give your customers a demo of how your product/service will change/impact their life.
Explainer videos also offer your customers an insight into who you are. Human interaction is hugely undermined in the digital age, so putting your face to your brand helps personalize your brand. #winning
When to Use Explainer Videos
The obvious answer to when do you need explainer videos is anytime you have a product launch. While true, there are plenty of additional opportunities to use and create explainer videos.
Explainer videos should be used on your website but also on social media. Bringing practical value to content will only increase your awareness and traction. These videos will help you gain new customers as well as help retain and delight customers that have already purchased from you.
Examples of Explainer Videos
We love Wistia and find tons of inspiration for video content from them. (Shameless plug over.) But check out these great examples explainer videos:
Testimonials from your customers are your biggest cheerleader. Prospective customers want to hear what your current customers experience is like. These are a driving force in the decision process for leads. They're also a great example of an essential component of your website, called "social proof" - or the proof that your product or service is valuable and people vouch for your credibility.
The key to a good testimonial is focusing on how the customer has changed — in both concrete and emotional ways since working with your business. This allows you to tell a compelling story of their transformation.
Check out this fun example >>
When to Use Testimonials
Testimonials can be used as standalone collateral but also as supplemental media on other collateral pieces.
Video testimonials can be used on social media channels and housed on your website. Testimonials will help you grab customer attention in the awareness and retention cycles of the marketing funnel.
Keep testimonials visible at anytime you are trying to promote or sell a product. Having visible testimonials will give reassurance as to why customers should buy your product.
Examples of Testimonials
Ebooks represent a longer form of content that can educate prospective buyers about topics important to buyers and your brand. They are a great way to creatively demonstrate expertise in a visually appealing manner while being more serious than an infographic.
Ebooks are also an excellent way to establish yourself as a thought leader in your industry.
Ebooks should contain an even balance of text and visual aspects. Graphs, infographics, photos and illustrations help separate the difference between an ebook and a whitepaper. The information in an ebook is typically educational and is more commonly written in a casual and collegial manner - for an online library of examples, visit our resources page where you can see ebook examples on marketing and other topics.
When to Use an Ebook
Ebooks, as part of a content marketing strategy, can give brands and entrepreneurs opportunities to deeply connect with their target audiences.
They help potential customers learn more about you by delivering complex information in an easily digestible way. An ebook will help enhance your likelihood to be found in the awareness and decision stages of the marketing funnel.
Examples of Ebooks
This is an example that we love from Moz.com, an SEO software company. They feature many ebooks and use them as a way to educate their target audience and generate leads for their software.
A whitepaper is basically an extended blog post, without the visuals of an ebook. Your business should leverage whitepapers as a way to thoroughly explain an aspect of your business that would be too extensive for a blog post. Yet, not complex enough to need an entire ebook.
A whitepaper is like an advanced problem-solving guide. Readers expect a high degree of expertise backed by solid research that is fully documented by references. Normally, these documents require an email address for download since it's a larger file.
Bonus! Whitepaper are a great way to capture leads (remember landing pages?).
When to Use a Whitepaper
Whitepapers are a great resource for your sales process as they give condensed insight to your business. Beyond your sales efforts, a whitepaper will help build credibility and trust.
You’ll find the most use out of whitepapers in a buyer’s awareness and consideration stages of the marketing funnel. There’s no need to reinvent the wheel when it comes to lead generation, so make sure to add using a whitepaper to your repertoire.
Examples of Whitepapers
Everyone loves to run experiments. Okay...so maybe that’s just us and scientists! But, that’s exactly what a case study is. More often than not, a client will want to know how your proposed plan or strategy will benefit their company.
The best way to do this is to use an actual example of how the same process, product, or service benefited another company. You know, like an experiment! (see, you DO experiment!)
Trust is easier to gain when a prospect can see tangible evidence that your ideas truly work, beyond a seeing a very nice video testimonial on your website. With a case study, you can expand on a customer’s problem and explain how your business provided a solution.
When to Use a Case Study
Having a case study is like going for it on fourth-and-long. Great to have when you need but it should always be a viable option.
If you don’t have an ideal client experience to prove your case study, you should be able to use your business.
Practicing what you preach is vital because you are your largest and most important case study. Once you keep that in mind, this will come in handy during the consideration and decision stages of the marketing funnel.
Examples of Case Studies
Conclusion: Marketing Collateral is a Powerful Tool in Your Toolbox When Used Correctly
Having the correct types of marketing collateral and knowing when to use them in the buyer’s journey is an integral part of successfully converting leads.
You can have multiple brochures about your business and services but if you’re missing a sell sheet that spells it out perfectly for a client, you’re going to struggle closing that deal. Half the battle is knowing the difference between collateral types and using them to benefit your business.
Let us help you find the best pieces of collateral to use in your marketing strategy.
¹We give full credit to 3M, Wistia, CashOut, Sylvane, Xero, ChowNow, ustmo, Moz, Velocity Partners, Marketing Profs, Signal, Geonetric, NBA, and Upperquad for their pieces featured in this article.