So many choices – so little time – and maybe even less money.
When it comes to choosing the right marketing collateral, how do you choose the best bang for your buck?
- Consider your objective
- Know your budget
- Understand your customers
If you want more hits than misses, choose your marketing collateral wisely.
So Many Weapons
It seems like there are more weapons in your arsenal than ever before.
The Eccolo Media 2011 B2B Technology Collateral Survey Report cites traditional choices.
- White papers
- Case studies
- Product brochures/data sheets
- Video and audio
The reports also identifies emerging means of communication.
- Web pages
- E-books
- Social media sites
- Blog posts
- Presentations (traditional PowerPoint and webinars, Flash)
Before you dismiss the “old school,” consider this finding from the report.
Although there was a decrease in the consumption of some of the more traditional choices (white papers, case studies, product brochures/data sheets), there was an increase in the perceived influence.
The report attributes that response to the greater variety of collateral.
To choose the best communication, narrow your sights on your objective, budget and customer.
1. Consider Your Objective
Your objective may be different for each communication. What do you hope you achieve?
- Do you want to demonstrate thought leadership?
- Do you want to close a sale?
- Do you want to create more leads?
Define your objective so you choose your best tool for success.
2. Know Your Budget
Many small businesses ignore ideas of a budget for communication. It’s like the bill that isn’t really there.
Set your budget, then review your options.
- Do you use “free” social media marketing?
- Should you invest in one or two more costly communication?
- Do you use a mix of both?
Remember there is a cost to social media marketing. It’s your time spent on activities.
A scatter-gun approach to marketing may miss the mark.
3. Understand Your Customers
The bottom line in marketing is sales.
Encouraging people to buy your product or services means understanding their wants or needs. The same is true for marketing.
- Who is your ideal reader for your communication?
- Are they a technical person or focused on finance?
- Do they prefer traditional or new forms of communication?
The best communication fulfills the wants and needs of your customers.
The Big Bang
- You considered your objective
- You know your budget
- You understand your customers
The final stage is selecting the right marketing collateral.
You may not always hit the target, but practice makes perfect.
To help you with your target practice, here is a one-page Marketing Collateral Checklist.
Let me know what you think of the checklist. What would you add?
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Helping you Keep it simple, clear & uniquely yours – contact me for help with your business writing needs.
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Super post, Cathy. I see a few great ways to reach out to specific customers. Thanks. 🙂
Great tips, Cathy – and I think this fits in well with the tips in Lori’s Marketing 365 ebook. Once you have answered these questions, it’s easier to identify where you should focus your efforts and the best methods for getting returns.
Lori-glad you’re inspired. 😉
Sharon-we should start a marketing club. 🙂
This works on so many levels- not just collaterals, but marketing itself… and even the product/process development.
Indeed it does, Roy. I like simple – less to remember. 🙂
Thanks for sharing your thoughts.
Thanks for the kick-in-the-pants, easy to understand advice, Cathy!
A marketing plan doesn’t have to be time-consuming. Who’da thunk it?!
My pleasure, Paula. 😀
Me? I’m all about simple. Thanks for sharing your thoughts and your willingness to take a swift kick for the team. 🙂
Great post Cathy. Laser like focus is key, but with so many choices it feels overwhelming.
Thanks, Wade. That’s why I try to Keep it simple. 😉
HI Cathy, wonderful advice. You know, if people took the time to think all of these points through ahead of time, so much energy would not go to waste.
Great reminder for many of us at times.
Best
Jayne
Thank you, Jayne. I appreciate the nice words. 🙂
Hi Cathy, the marketing checklist is really handy and I love the layout. I’m glad you included audio in the top two sections. I would include audio, more specifically – podcasting – as a means to demonstrate thought leadership and understanding your customers.
Thanks for sharing this.
Thank you, Ileane. I am glad you found it helpful and thanks for the podcast tip. It’s a good one. 🙂
Thanks for the tips and the extra help getting them! There is just so much to learn!
Thanks, Cathy. I love the simple approach. We have been trying to create a plan, but haven’t been able to yet. Maybe your help will be what we need.
Hi Loran: Glad it worked for you.
Hi Ann: Glad you found it useful. 🙂
Cathy – agree with objectives and budget but have a real reaction to “customers” A customer needs relationship building not promotion per say whereas the prospects you want to make aware of you need constant attention.
Hi Roberta: Perhaps a more accurate description would be Prospective Customer or Ideal Customer. However, to me, relationship-building is marketing in a sense. It doesn’t mean a hard-sell approach, but it doesn’t mean you can’t also share new developments.
I think we’re on the same page, Roberta, just saying it differently. I totally agree that strategy differs between customers and prospects. Thanks for pointing out the distinction.