When preparing your marketing materials, don’t just zero in on outbound advertisements. It may seem obvious, but most businesses miss the mark. Yes, driving traffic to your website is an integral part of marketing. However, it would help if you didn’t fail these people flocking to your website as soon as they get there. They won’t stick around on a B2B website filled with pricing pages or product descriptions.
It would be best if you offered more. Take advantage of the traffic, lure them in, and seal the deal. The only way you can do that is to show that you are a reliable source in your industry. Show that you have the know-how through your content, particularly your digital marketing collateral.
What Is Marketing Collateral?
Digital marketing collateral pushes the sales of goods and services to the customers. The term refers to a collection of marketing materials that provide more information than other advertisement types. Typically, this medium’s goal is to showcase legitimacy while projecting expertise in a given field or product, all in the hopes of earning your target audience’s attention and trust.
3 Digital Marketing Collateral Ideas
1. Blog Posts
Having a blog is not easy, but you can’t just put up a website and hope visitors will frequently go to it. You need to give them a reason to check your website regularly, one of which is having a blog.
If your business is in the habit of producing content of value in the form of blogs on your website, you are doing it right. Something as simple and basic as this is a way to guarantee to your prospects that you know what you’re talking about.
Combining your outbound advertisements with audience engagement brings you more leads that can be converted into sales. Stay ahead of the game and establish relevance by constantly building valuable content on your website.
2. Testimonials
You’d think in this day and age, we would no longer furtively glimpse at whatever our neighbors are up to, but we still do. It’s exactly why asking for testimonials from your clients is always a good idea. You end up with easily digestible case studies. You don’t have to release a long-form article to showcase how valuable your product or service is. Most prospects won’t spend time on that.
By placing your testimonials on full display, you’re giving your prospects a preview of doing business with you. When curating your teasers, make sure they are visually appealing. Capture testimonials that point out the benefits of choosing your brand, and show your appreciation to them by adding their names along with their quotes.
3. eBooks
Like blog posts, eBooks act by laying the groundwork necessary to show you are an expert in your niche. Compared to blog posts, they tend to be more comprehensive and dig more into the topic.
It’s a more significant investment, but this kind of digital marketing collateral usually attracts individuals who are deeply interested in the subject matter.
eBooks are like a series of blog posts combined to form a more in-depth coverage of the topic. Therefore, it’s essential to ensure that you don’t just throw in a bunch of technical terms and remember to add actionable pieces of advice.
Some eBooks are free and downloadable. It’s done mostly for lead generation because prospects can only receive the eBook via email.
Not everyone has the capacity to release eBooks. Your prospects know this. If you show them that you are knowledgeable in the industry and you can help them improve, they will likely invest in your business.
Why Does Digital Marketing Collateral Work?
Basically, digital marketing collateral isn’t flashy or salesy. It’s about showing your command and expertise and giving your audience a reason to use your products or services.
Marketing collateral has an informative nature. So long as you focus on using layman’s terms and provide meaningful, actionable steps for your prospects, you won’t intimidate them. You’ll win them over if you consistently provide them with valuable tidbits. If you want to stand out from the crowd, learn how to use marketing collateral to your advantage creatively.
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