26 Essential Types of Marketing Collateral (With Examples)

It could be onerous to know the place to start out whenever you’re creating or remodeling a advertising technique for a small enterprise—or any enterprise, actually. With so many sorts of advertising collateral, it could get overwhelming shortly.

So at present, we’re breaking down the categories of advertising collateral that each enterprise must have, plus the advertising collateral that will be good to have when you’ve got the time, cash, and assets to create.

But first, let’s be sure that we’re clear on what advertising collateral is.

What is advertising collateral?

Marketing collateral is any branded asset that promotes an organization, product, or service. These belongings are additionally used to determine and construct a relationship between your model and your viewers. That means advertising collateral refers to all the pieces from a brand that introduces an viewers to your model and grows consciousness and recognition, to a case examine that educates a potential buyer a few product they’re contemplating buying from you.

That big selection is one of the explanation why advertising collateral is so vital. It helps you market in any medium, to any viewers, in any respect phases of the funnel.

content marketing funnel

Now, let’s get to the advertising collateral that it’s essential to get began—and the belongings which are nice to have if you will get them.

Absolute, must-have advertising collateral

In this primary part, we’re sharing the advertising collateral that’s an absolute should. These are the belongings that it’s essential to should for your corporation regardless of your organization’s dimension or your advertising finances.

A brand is one of an important items of advertising collateral any enterprise wants. It’s a foundational ingredient in your branding your corporation that may seem on most of your advertising collateral, so it’s vital to take a while to get it proper. To create the perfect logo, select one thing that matches your model’s function and persona, and ensure it consists of your organization title.

marketing collateral - logo examples

Image source

2. Mission assertion

Your model’s mission assertion is one other non-negotiable ingredient of your model. For your mission assertion, concentrate on the influence of your organization’s work and the worth in your viewers.

Take TED, for instance. The group’s mission isn’t to create a discussion board for partaking talks or deliver individuals collectively at their occasions. The mission is larger than that: It’s to spread ideas. Focus on this larger image in your personal mission assertion, too.

marketing collateral - mission statement

Even higher: TED’s mission corresponds to its tagline, which seems within the org’s brand. That’s some model consistency.

3. Website

Not all of the categories of advertising collateral you want shall be digital—we’ll get to real-world collateral quickly. But regardless of what your corporation does or sells, you do want a web based presence. That’s why you completely want an internet site.

From a advertising collateral standpoint, a primary web site that gives the important info will do, however from a advertising technique standpoint, you’ll need your web site to be optimized for search engines like google and yahoo, lead gen, and conversion rank on search, generate leads, and convert prospects. Website optimization is value its personal publish, however these web site graders will help you establish areas of alternatives

4. About us web page

What you want in your web site will largely depend upon your corporation mannequin. If you’re producing leads on-line, you’ll need to take note of weblog posts and search engine marketing pages (which we’ll discuss beneath). If you’re working an ecommerce retailer, you want a system for on-line gross sales. If you’re a one-person design company, you would possibly solely want a easy web site with a portfolio.

But one factor all companies have to have on their web site is a transparent, concise about web page that tells your viewers precisely who you’re and what you do.

marketing collateral - about us page

Follow our straightforward information to creating an superior about us web page and use these (*26*) for inspiration.

5. Social profiles

You have to arrange social profiles on the most well-liked social media platforms in your viewers. That may very well be Facebook, Instagram, and YouTube, but it surely may be much less widespread social media networks like Reddit or Quora. Be positive to do your analysis.

marketing collateral - social media profile

Missed alternative for Albertine Press, a small stationary store in Cambridge, MA, as a result of it’s not on Twitter.

For every social profile, fill out each area potential. The extra info you present, the extra on-line visibility you’ll get. LinkedIn firm pages are fairly thorough, whereas Instagram bios are quick and inventive.

6. Listings

Your potential prospects will see your on-line listings in the event that they’re looking for your corporation—or an answer that you just present—on Google, Facebook, Angie’s List, or one other local listings platform. Don’t danger these leads getting misinformation or, worse, no info, and take the time to evaluate and monitor your on-line listings.

real estate marketing ideas - google business profile example

An entire, optimized Google Business Profile is a should.

7. Email signature

This one is easy however vital: You have to arrange a branded electronic mail signature for your corporation. This not solely makes your communication extra skilled, but it surely additionally ensures you’re taking benefit of emails as interactions together with your model.

Here are two electronic mail signature templates from Wisestamp:

marketing collateral - email signature

Having an image in your signature can make all the difference. In some cases, you’ll want a signature with your headshot, while in others, you may want to have your logo. Consider creating one of each to use accordingly.

8. Business cards

If you might see any clients, customers, potential customers, or even friends of potential customers, you need to be prepared with some business cards to share if the opportunity arises. You can keep these simple and paper or use a nice reusable version, but either way you need to include your company’s name, logo, and contact information.

marketing collateral - business card

So many ways to get creative with your business cards. (Image source)

9. One-pager

A one-pager that outlines your services or products, features a testimonial, and particulars on how you can get began all in a properly designed, branded doc is important. It’s greatest to have this as a .pdf which you could share digitally or print handy out in particular person at a commerce present or different occasion with potential prospects.

10. Brand colours

Brand colours would possibly appear to be a nice-to-have piece of advertising collateral, however these are important for constructing recognition and, in flip, rising a loyal buyer base. In reality, sticking to a signature colour palette can improve your model’s recognition by 80%.

marketing collateral - logo colors

That sort of recognition isn’t good to have—it’s a should for rising any enterprise. Check out our colour psychology suggestions in case you want some steering on selecting colours in your model.

Good-to-have advertising collateral

The gadgets on this part aren’t completely important in case you don’t have the assets, however they’re vital and comparatively low-budget advertising supplies. So when alternatives come up, prioritize getting these made. Here are the categories of advertising collateral you’ll need to get began on as quickly as you’re capable of rent or outsource the assistance.

11. Templated emails

Every time you ship an electronic mail—something from a e-newsletter to an order affirmation—you’re creating an interplay between your viewers and your model. The greatest option to take benefit of that is to create partaking, efficient, and branded electronic mail templates.

Here’s an instance from Blackbird Donuts, a neighborhood Boston chain.

marketing collateral example - templated email

As a facet observe, in case you don’t need to populate the content material of these design templates from scratch, you possibly can all the time discuss with our copy and paste electronic mail examples and templates.

12. Blog posts

Blog posts are elementary to any content material advertising technique. That’s as a result of these items of content material allow you to handle your viewers from consciousness to consideration, develop your model persona, and develop your on-line presence in case you’re focusing on key phrases successfully.

Blog posts are additionally prime search engine marketing content material, and fortunate for you, we now have 9 weblog publish templates designed to drive visitors.

beginner's guide blog post template outline

13. Ebooks or guides

Whether you name them ebooks or guides, long-form items of content material which are targeted on educating your viewers as soon as they’re aware of your model are essential to market to your total funnel. They’re additionally a staple in any lead-generating content material technique, in case you gate the content material.

14. Online advertisements

Online advertisements embody Google Search Ads, Google Display Ads, Facebook and Instagram Ads, Snapchat Ads, and extra. When you’re trying to develop your corporation, on-line advertisements are efficient for getting in entrance of extremely focused audiences and discovering new potential prospects.

marketing collateral - online ad example


But these do include a price for creating the advertisements, bidding, placements, and managing the accounts. Be positive to arrange for this whenever you’re prepared for this sort of advertising collateral. You can learn to run Google Ads

15. Landing pages

When you’re working advertisements and providing downloadable guides, you want touchdown pages. These are pages particular to a suggestion or a marketing campaign that you just’re working. Need some inspiration? Take a take a look at these touchdown web page examples.

marketing collateral - landing page example

16. Testimonials and case research

When you’re making an attempt to transform new prospects, it’s wonderful to have examples that talk to your capacity to assist—and even higher to have present prospects converse to your worth.

Case research needs to be deep-dives into examples of successes together with your product companies, however testimonial advertisements could be quick or in-depth. Both are wonderful to have on-hand for advertising collateral.

marketing collateral - case study examples

From our publish on how you can write a case examine.

17. Pitch deck

If your gross sales workforce is presenting to any of your prospects, you desire a branded pitch deck as your advertising collateral. You don’t need to run the chance of having totally different info in several deck, incorrect model colours, or messaging that doesn’t align.

18. Flyers

Flyers are nice for thus many companies that depend on native advertising like a automotive wash or a restaurant. If that’s you and your model, you want a template for a flyer that’s able to go when you’ve got an occasion, a sale, or a chance to publish some.

marketing collateral - flyer example


Added bonus advertising collateral

Here, we’re shifting into the “nice-to-have” territory. These sorts of advertising collateral are nice in case you’re searching for extra belongings to enhance your advertising and your gross sales course of.

19. Explainer movies

Explainer movies are quick movies that designate what your services or products does. They sometimes begin with a personality dealing with a ache level, then progress by way of displaying how your services or products solves that downside, utilizing screenshots and screenshares. These are nice for highlighting the options and advantages of your choices, and might go on touchdown pages, homepages, YouTube, social media, and extra.

20. Swag

Swag feels like an computerized huge expense for tech-y brand gear, but it surely doesn’t should be. In reality, I might be shocked to be taught that you just don’t have a branded mug or pen proper now. 60% of customers hold swag for 2 years—that so many in-person impressions in your model.

marketing collateral - branded swag

Image source

21. Customer welcome kits

A buyer welcome package is a specific kind of swag, but it surely’s value its personal place on this record. A branded reward field to thank a brand new buyer for signing upstartsmarketing collateral - customer welcome kit the connection on a heat, celebratory observe that would have an effect on your corporation for years.

22. Thank you prompts

You have already got electronic mail templates and testimonials, and the following step is to have some advertising collateral in place to make sure you’re getting recent buyer views recurrently. You want a thanks electronic mail that prompts a evaluate.

marketing collateral - thank you card example

Excellent instance from the Ace Hotel Brooklyn.

23. Original graphics

Once you have got established branding throughout your advertising, you’ll need totally different graphics so as to add to your weblog posts, pillar pages, social posts, and extra.

marketing collateral - original illustrations

Mailchimp’s line illustrations are a fantastic instance.

This not solely retains issues recent and authentic, but in addition retains your model constant, which improves model recognition and even model affinity.

Next-level advertising collateral

In this final part, we now have some sorts of advertising collateral which are wonderful to have in case you’ve acquired a advertising workforce and finances that’s able to go.

24. Podcast

I do know, I do know—everybody and theirhas a podcast today. But that’s as a result of it’s an extremely well-liked format that permits for creativity and suppleness, in addition to extremely particular area of interest matters.

It additionally takes a ton of work, which is why this sort of advertising collateral is next-level.

25. Reports and analysis tasks

If you’re capable of create authentic analysis stories and information tasks, you must accomplish that. This is a superb kind of advertising collateral as a result of it’s informative, partaking, and invaluable in your supreme viewers. Even higher, it’s a hyperlink magnet in your web site.

marketing collateral - annual reports

Make this annual just like the Content Marketing Institute

26. Branded group

Community-driven advertising is time and labor-intensive, so that is positively a next-level advertising asset. But branded communities (on Slack, Discord, and different platforms) have turn out to be an increasing number of widespread over the previous few years. This reputation is partly as a result of it’s so efficient. In reality, CMX Hub discovered that 84% of organizations imagine their group has helped them meet their enterprise aims.

Get began creating your advertising collateral at present

If you’re lacking any of the need-to-have sorts of advertising collateral, it’s time to get began now. If you’re set on the basics and prepared for a brand new venture, attempt tackling one of the next-level gadgets. Either method, these belongings will assist you as you market to your viewers and develop your corporation. Good luck!

To recap, listed here are the 26 sorts of advertising collateral to have for your corporation:

  • Logo
  • Mission assertion
  • Website
  • About us web page
  • Social profiles
  • Listings
  • Email signature
  • Business playing cards
  • One-pager
  • Brand colours
  • Templated emails
  • Blog posts
  • Ebooks or guides
  • Online advertisements
  • Landing pages
  • Testimonials and case research
  • Pitch deck
  • Flyers
  • Explainer movies
  • Swag
  • Customer welcome kits
  • Thank you prompts
  • Original graphics
  • Podcast
  • Reports and analysis tasks
  • Branded group