Marketing materials are essential for reaching your target audience and, as a result, for building a loyal client base and expanding your organization. A website, out-of-home (OOH) commercials, and social media visuals, as well as business stationery (including the humble business card), brochures, and goods, are all examples of marketing materials that can be used to tell your narrative.
An omnichannel strategy is critical to your company’s success. Find the channels and materials that your audience responds to, and keep in mind that relying only on digital isn’t always the best solution – see our take on the power of print in the digital age.
The prospect of organizing all of your marketing materials can be daunting, and many business owners are unsure where to begin.
Here are nine essential actions to ensure you have excellent marketing materials that will help you expand your business:
1. Determine which materials you’ll require.
When it comes to marketing materials, it’s easy to get carried away and plaster your brand on anything you can get your hands on. Take a breath, savor the moment, and consider which materials are truly essential. Although a nice shining pen with your brand on it may seem lovely, it isn’t really relevant if you own a fruit and vegetable business.
2. Gather motivation
Put on your magpie hat and begin collecting anything that catches your attention. Business cards, brochures, and goods, to name a few things. Pick it up and use it to inspire your own marketing material design ideas if you like it. If you want to build a virtual scrapbook of ideas, creating a Pinterest board is also a good option.
3. Get your logo right.
A low-quality logo, regardless of the type of business you run, will have a detrimental impact on your success. Even if you know how to use design tools, if you’re not a professional designer, performing this aspect yourself rarely works out well. Allow a professional to assist you in creating a high-quality logo, and your marketing materials will be significantly more effective.
If you already have a logo but aren’t sure if it needs to be updated, consider the following: There are four signs that it’s time to update your logo.
4. Gather all of your data
To be effective, your materials must convey the correct information, so gather everything you’ll need ahead of time. The following is a list of the kind of information you’ll most likely need to get started:
- Name of the company
- Your newly created logo
- Number to call
- Contact information via email
- URL of the website
- Address for a business (if you have one)
5. Determine who your target audience is.
Now it’s time to develop your materials, but make sure they’ll appeal to your target demographic first. Build a typical consumer profile as much as feasible, including age, gender, values, and hobbies. You can ensure that your contents will attract the correct kind of attention and interest your audience after you understand them. If your target audience is professional business people, for example, your materials may need to be designed in a sophisticated, formal, and high-end style to appeal to them.
6. Think about what you want to accomplish.
The beauty of marketing materials is that they come in a variety of shapes, sizes, and colors, allowing you to customize each one for a specific purpose. A business card can be used to provide basic information and generate new leads, whereas a brochure can be used to create a story and show off products. You may do a lot with little effort if you choose a diverse variety of marketing touch points, so think about each one carefully.
7. Make a scannable design.
Because people’s attention spans are so short these days, your information must be scannable and digestible. To do this, design a layout with large headers, high-quality visuals, and short, bite-sized paragraphs. Don’t be excessively wordy or try to jam too much information into your speech.
8. Use good copy to get people’s attention.
Your business marketing materials will suffer no matter how attractive your designs are if your copy is poor. Your website, brochures, presentations, and advertisements are all opportunities to convey your narrative, so make sure you write clear, interesting language that reflects your personality and professionalism.
If you’re not a writer but understand the importance of properly telling your narrative, it’s worth hiring a professional copywriter to assist you with your content.
9. Consistency is key.
With so many marketing materials and touch points to keep track of, it’s easy to lose track of some of them and get off track. However, you must ensure that your business branding is consistent across all of your products to prevent confusing your clients and diluting your brand messaging. Color schemes, layouts, tone of voice, and the quality of your graphics and paper stock are all factors to consider. In the eyes of your target market, keeping everything consistent will keep your brand strong and trustworthy.