on business | The Importance Of Collateral Marketing

The Importance Of Collateral Marketing

The business process has become more complex in the digital age. This requires companies to put together a puzzle in their marketing actions, in which every small action and tactic plays an important role in selling. Understand how collateral marketing works and what it can do for your business.


Have you ever stopped to think about the "anatomy" of a sale? Usually, the path that leads a person to say "yes" to your company instead of accepting a competitor - or, simply, not buying anything - has several steps.


This path, which defines the entire decision-making process that a person goes through, is what we call the buying journey. But how do you ensure that your company will lead customers through this journey in the right way? That's where Collateral Marketing comes in.


This form of marketing, which you probably already use without understanding, has a lot to offer for your business. Still, it has been changing over time.


Want to find out what you need to master Collateral Marketing once and for all and use it in favor of your business to boost sales? That's what we're going to show you now!


What is Collateral Marketing?

In summary, Collateral Marketing is a strategy in which marketing resources support the entire sales process and make it easier and more complete. As well?


Some time ago, the purchase process took place only physically. Thus, Collateral Marketing referred only to traditional tools. This mainly included business cards and sales brochures.


However, with the digital transformation, buyers are increasingly connected, and the way of selling has changed. Collateral Marketing is at its best in digital assets, like some that we will see in this article.


What are the advantages of using Collateral Marketing in digital strategy?

The first question you should ask yourself before starting any Digital Marketing strategy is: how will this benefit the company?


The answer here will be very satisfactory. We will divide it into 3 parts, each with a good reason for you to invest intelligently in Collateral Marketing. The advantages that your company will see are as follows!


1. Strengthening the business process

The objective of Collateral Marketing is this: to strengthen the sales process, from start to finish, and to help create a more solid and predictable business mechanism. In other words, all the support material, both physical and digital, will help your business to sell more and better, consistently over time. This is what makes a company gain scale and remain strong in the market, even with fierce competition.


2. Highlight of the competition

Just as you didn't know about Collateral Marketing, there is a chance that some of your competitors will suffer from the same problem. This means a competitive advantage. Those who take better care of the presentation of collateral resources create a stronger brand, with which customers can identify more easily.


In practice, this means that your company will gain an advantage in the dispute for customer preference when they need to make a direct comparison with a market competitor.


3. Increased perception of value

Last but not least, it is worth noting that Collateral Marketing increases the perception of the value of your products and services. Why?


Simple: the better the quality of your marketing materials, the greater the credibility that potential customers will give to the solution you sell. That is, they will find that your product is worth more.


What elements of Collateral Marketing do you need to use now?

Now yes! It's time for you to understand, in practice, some of the main elements that make up Collateral Marketing. Let's talk about just 5 of them, but it's good to know that the number of resources that can be used in this strategy is much greater than that. So, take the examples shown here as inspiration, but don't limit yourself to them.


Always remember: the idea behind Collateral Marketing is to support the sales process. This means that the features shown here will not always sell your product or service in a stated way, but only lead your audience towards the purchase.


1. Blog posts

Blog posts are a great alternative to help your audience solve problems and better understand subjects that interest them. Themes are not always directly linked to what you sell and need not be.


The fact is that generating value and creating a relationship with potential customers is the gateway to a profitable and lasting business relationship.


2. Product guides

Product guides are already directly related to your product or service, but are very useful for:

  • convince leads that are mature enough to complete the purchase;
  • reaffirm for them their commitment to offering quality support after the sale.

So, looking at product guides is a great way to educate your customers and promote your company's commitment to providing the best service.


3. Case studies

Case studies are perfect for those who are at the stage of defining, which is the best company to meet their purchasing needs.


They promote your business directly but still manage to be subtle and non-invasive. After all, they are relevant content that shows how your company has helped other people in the same situation as the lead.


4. Landing pages

Landing pages are aimed at converting visitors into leads and, depending on the type of product you sell; they also serve to close sales in an automated way. Whatever the purpose of your landing page, it is very important to advance the business relationship with leads. Following the best design and content practices can guarantee great conversions.


5. Social evidence

Social proof is evidence that your company is capable of meeting the highest demands of customers.


Leads are attentive to these tests at different points in the purchase journey, but especially at the decision stage. But what counts as social proof? Things like:

  • Customer testimonials.
  • Positive mentions in the media.
  • High number of customers.
  • Excellence awards.

Where to use social evidence? On your website, on your landing pages, on CTAs on your blog, in printed materials, etc. Basically, the sky is the limit to show that customers have plenty of reasons to trust you.