what it is, examples and how important it is for a digital strategy – WAU
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.
Do you want to find out what you need to master Collateral Marketing once and for all and use it to your business to boost sales? That’s what we’re going to show you now!
What is Collateral Marketing?
There are several forms and tactics of marketing that you have always used and did not know. And it is very likely that Collateral Marketing is among them. But it is time to understand this concept once and for all.
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?
We will see several examples below, but, just to make it easier to understand, your website is an example of Collateral Marketing. After all, he can answer questions that a potential customer has before he even contacts a salesperson.
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.
Before jumping into the examples, it is important that you know the benefits of this strategy. See them in the next topic!
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 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.
Who takes better care of the presentation of collateral resources creates a stronger brand, with which customers are more easily identified.
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, 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.
With that in mind, the elements are as follows!
1. Blog posts
Blog posts are a great alternative to help your audience solve problems and better understand subjects that are of interest to them. Themes are not always directly linked to what you sell and need not be.
The fact is that generate value and create a relationship with potential customers it 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 offer quality support after the sale.
So, looking at the 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 can be subtle and non-invasive. After all, it is relevant content that shows how your company has already 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 evidence is evidence that your company is capable of meeting the highest demands from customers.
Leads are attentive to these tests at different times during 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;
- among other possibilities.
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.
What are the steps to start your Collateral Marketing strategy?
What is the use of knowing what Collateral Marketing is, seeing examples and knowing the advantages of the strategy if you do not know how to draw a plan and put it into practice to see this concept working in your favor?
In order not to let you see ships, we will show you how to plan, execute and analyze the performance of Collateral Marketing for your business.
This is all involved in planning:
For example, if you want the product or service to have mass appeal and be popular, you need to adopt a different language than you would if your solution was refined or aimed at companies in very technical segments.
After defining your persona, your channels and your communication language, it’s time to start producing the materials you will use as Collateral Marketing.
Depending on the amount of tactics you decide to use, it pays to outsource some services, like producing content for your blog.
In order not to get involved in this step, create an activity program and delegate tasks as possible. This will help you do everything you’ve defined without losing focus on your core business activity.
As soon as you put your collateral strategy to work, create mechanisms to analyze the performance of each of the chosen tactics. Just don’t rush into expecting incredible results, especially from resources and tactics that take longer to bring back.
Including, it is worth considering the return of Collateral Marketing as a whole, and not just in isolation. After all, each tool plays its part within the business process.
Tools like Google Analytics are great for analyzing the performance of your marketing actions and generating valuable insights to improve them gradually.
Collateral Marketing is an important concept, but still unknown to many and ignored by others. Don’t make that same mistake in your business.
Planning, executing and analyzing the performance of resources that help guide your customers through the purchase journey will make all the difference in your sales results.
Were you surprised to know what Collateral Marketing is and how it works? For sure, you still have a lot to discover.
For that, get to know Content Marketing Encyclopedia now and keep learning even more!