The 33 Best Types of Marketing Collateral: The Massive Guide for Better Marketing Material

Megan Wenzl, Associate Editor at Review Trackers[70]

20. Sales Presentation

Sales presentations can help you sell a certain product or service by stressing its benefits. But they shouldn’t be product- or service-centric. Instead, they should focus on solving the problems of the target audience.

Sales PresentationSales Presentation

(Image Source: Contently[71])

When to Use Sales Presentations

You should use these presentations if prospects are interested in your product or service, and you want to convince them that it can solve their specific problems.

Don’t be lazy when you adjust a sales presentation to a specific client. Instead, make it as personalized as possible, and cover the use case of your prospect.

How to Create Sales Presentations

When creating sales presentations, it’s important to tell a story that results in a solution to your prospect’s problem. Many great sales presentations are available out there. [72]

When creating your own sales presentation, you can use these examples as inspiration:

21. Vertical/Industry Pages

Often, products are used across various industries in different ways. You can use this information and create dedicated subpages for each of these industries.

For example, if you’re selling software that can be used in both the real estate industry and the manufacturing industry, create a page for both of them. On these pages, you’re explaining the use case in detail. So prospects will more easily understand if the product can help them solve their specific problems.

Industry PageIndustry Page

(Image Source: Freshdesk[73])

When to Use Industry Pages

You should use industry pages if your product is used in different industries. It’s as easy as that. All potential customers want to see how you helped other customers in similar situations. And industry pages can easily do this job.

How to Create Industry Pages

Select the industries that you want to present use cases about, and create web pages for them. On each page, you should clearly show how this industry and its specific customers benefited from your product.[/vc_column_text]

22. Warranty Sheet

Warranty sheets ensure that your customers can have repairs made within a certain amount of time.

(Image Source: Kramer[74])

When to Use a Warrant Sheet

Simply put, you should use warranty sheets when you’re offering a product that involves a warranty.

How to Create a Warranty Sheet

Use one of the existing free warranty sheets[75].

23. Website

Surprisingly, some businesses still don’t have decent websites, or websites at all. But an appealing, user-friendly website is the meat and potatoes of your business.

WebsiteWebsite

(Image Source: Zapier[76])

When to Use a Website

Always.

How to Create a Website

You can either code it on your own, use a drag-and-drop editor, or pay somebody to do either for you. If you decide to hire an agency, you can compare suitable agencies on Clutch.co. If you’re looking for a suitable website builder, you should check this overview.[77][78]

I’ve been in digital marketing for 7 years, and consider a business’s website the single most important piece of marketing collateral they can invest in.

A strong website can promote a company’s products 24/7. More importantly, people who are researching products or services online are usually more motivated to make a purchase in the near future than people who are simply reading a magazine or listening to the radio.

By putting your products right in front of a potentially motivated buyer right when they’re motivated to actyou’re increasing your chances of a successful conversion. If you’re not doing this, you can rest assured that your competitors are.

Of course, developing a successful website takes much longer than developing an ad or an email blast. But the ROI tends to be higher as well. I’ve seen companies reduce their cost per lead by 40-50 percent when they implement smart digital marketing strategies.

Faith Kubicki, Content Marketing Manager at IntelliChief[79]

24. Whitepapers

A whitepaper is a comprehensive document that informs the reader about a complex topic. Prospects expect whitepapers to be backed by research, and to contain valuable and actionable information.

The topics in whitepapers should be related to your business. For example, if you own a Facebook advertising agency, you could write about how to succeed at Facebook marketing.

WhitepaperWhitepaper

(Image Source: DocuSign[80])

When to Use a Whitepaper

You should use whitepapers as part of your marketing collateral. They should attract potential prospects and deliver information when they’re considering buying your product or service.

How to Create a Whitepaper?

Use our white paper template[81] and get started.

The type of collateral you provide your leads really depends on who your target market is, and what industry you’re in. A whitepaper is basically an extended blog post and is a good tool for most industries and audiences. 

You can leverage whitepapers as a way of explaining a product, service or aspect of your business that would be too lengthy for a blog post. A white paper is a good tool to use if you want to provide your prospect with persuasive information that gets straight to the point.

It’s not as descriptive as an ebook but it’s more complex than a blog post. In order for the whitepaper to be effective, you need to include facts, statistics, and research with documented references. Whitepapers are basically guides to help people make more informed decisions.

Britt Armour, Director of Digital Marketing at Kibii[82]

Offline Marketing Collateral

25. Brochures

Brochures should be well-designed and provide information about your business, your product, and/or your services. Use visual elements to make them appealing.

BrochuresBrochures

(Image Source: Behance[83])

When to Use Brochures

You should use brochures if you need physical marketing collateral that can be easily handed to prospects without being expensive. You can easily print thousands of brochures for big events without blowing your budget.

How to Create Brochures

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