5 Types of Digital Marketing Collateral You Should Definitely Utilize
As many of us know, marketing is not so cut and dry. Sure, conventional outbound advertisements are great, but they shouldn’t be the only materials you utilize— especially if your business is B2B.
Capturing your audiences’ attention is just part of the battle, trust me. Your next job is to captivate them, which is pretty difficult if your website is full of nothing but some prices and product descriptions. You’ll need different forms of marketing collateral to establish legitimacy amongst your prospects. Now, let’s talk about five different forms of digital collateral that you should absolutely consider.
A good marketer is consistently striving to provide value to their audience— writing informative blogs is one of the best ways to do this. Not only can blog posts help drive traffic and generate leads, it’s likely they’ll position you as a trusted industry leader.
Ebooks, like blog posts, also project your authority as an industry trailblazer. The main differences? They tend to be longer and more in-depth— meaning, you’re more likely to attract prospects who are further along your marketing funnel. At this point, many people would be happy to provide an email for a free ebook download.
Case studies detail a positive real customer experience. The point of a case study is to educate prospects on how your product or service works in a real-world situation. If you can find satisfied customers who are willing to collaborate, this form of collateral can greatly bolster your businesses reputation.
White papers are typically authoritative, persuasive, technical, and more difficult to access than an ebook. A white paper will usually raise a common problem and then present a thoroughly researched solution for how it’s solved. These objective pieces obviously must be relevant to your company industry, as they usually draw the crowd that is most invested in the space.
You may not have time to produce a full case study and that’s ok— a testimonial is essentially a condensed version of one. Testimonials need to both look good (don’t forget to format them properly) and sound good. They not only establish a company’s legitimacy, but they can inspire prospects to consider the product or service being promoted.