You launched an epic advertising campaign, and you’re drowning in leads. Now what? To seal the deal and turn those leads into enthusiastic customers, you need more – specifically, collateral that puts your company, products and services above the competition.

What is Collateral?

Marketing collateral targets customers who have responded to your advertising message and want more information on your company and its offerings. Businesses can also use collateral to acquire new channel partners and share details about sales and promotional activity. Collateral takes many forms, including but not limited to:

  • Brochures
  • Web Content & Landing Pages
  • Marketing Emails
  • Case Studies and White Papers
  • Sell Sheets
  • Explainer Videos
  • Business Cards
  • Newsletters
  • PowerPoint Presentations
  • Direct Mailers

Why Does Your Business Need Collateral?

Having informative and eye-catching collateral on hand isn’t a luxury – it’s a necessity. Here are five reasons why you need a kick-butt collection of collateral:

  1. Target Different Buyers at Different Times

When it comes to customers, you already know that one size doesn’t fit all. So, why would your collateral? Each buyer has their own style and their own pain points. Does your audience need the facts, and fast? A one or two-page sell sheet with product details and logical action steps makes it easy for them to focus on the essentials. A beautiful brochure or video might do the trick for a consumer seeking an emotional connection. And don’t forget that today’s “no” might be tomorrow’s “yes” – an enticing variety of collateral, spread out over time, keeps the door open for potential customers.

  1. Make it Easy for Customers to Research and Compare 

Consumers will ignore products and services they can’t easily research. A lack of clear, readily accessible information is a red flag. More than likely, leads will be comparing you to your competition – so show them upfront why you’re the best. Your landing pages, case studies and sell sheets give customers a snapshot of your stats and strengths.

  1. Establish Your Personality and Authority

People see an estimated 5,000 ads a day. What sets you apart? Simply put – you. Customers want to put a face on the company and choose partners who share their values. Web content and explainer videos let leads get to know you, while case studies and white papers demonstrate your expertise. If website visitors can access downloads by filling out a short survey or signing up for emails – bonus points for you!

  1. Highlight New Products and Services

You’re excited to debut a fresh new offering – how do you get everyone else excited, too? Newsletters, direct mailers and landing pages will help spread the word. Your collateral should clearly highlight the features and benefits, along with actionable next steps.

  1. Close Sales

This is your ultimate goal, right? Don’t let valuable leads get lost in the shuffle – give customers what they need, when they need it. Think about the questions your prospects typically ask. Whether they want hard specs or need a little help picturing how your products and services can change their lives, the right collateral will clinch the deal and ensure they don’t have to go anywhere else.

Don’t quit before you reach the finish line – land customers and grow your business with standout collateral. Not sure where to start? Contact us today and let our team of marketing experts build your collateral arsenal.