The commercial process became more complex in the digital age. This requires companies to assemble a puzzle in their marketing actions, in which every small action and tactic plays an important role in the sale. Understand How collateral marketing works and what you can do for your business.
Have you ever stopped to think about the “anatomy” of a sale? Generally, the path that leads a person to say “yes ” to your company instead of accepting a competitor–or simply not buying anything–has several stages.
This path, which defines the whole process of decision by which the person passes, is what we call day of purchase. But How do you ensure that your company will drive customers for that day in the right way? That’s where collateral marketing.
This Way of marketing, you probably already use without understanding, you have a lot to offer for your business. However, it has undergone changes 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 leverage sales? That’s what we’re going to show you now!
- 1 What is collateral Marketing?
- 2 Advantages of using collateral Marketing in the digital strategy
What is collateral Marketing?
There Are Various forms and marketing tactics that are always used and did not know. And collateral Marketing is likely to be among them. But It is time to understand once and for all this concept.
In short, marketing material is a strategy in which marketing resources support the entire sales process and make it easier and more complete. Like this?
Let’S See several examples below, but just to be easier to understand, your website is an example of collateral Marketing. After all, he can take questions that a prospective customer has before he contacts a salesperson.
Some time Ago, the process of buying only happened in a physical way. Thus, collateral Marketing meant only traditional tools. This included mainly business cards and sales flyers.
However, with digital transformation, shoppers are increasingly connected, and how to sell has changed. Collateral Marketing is in its best shape in digital assets, as some of us are going to see in this article.
Before you jump to the examples, it is important that you know the benefits of this strategy. See in the next topic!
Advantages of using collateral Marketing in the digital strategy
The first question that needs to be asked before starting any digital marketing strategy is, how is it going to benefit the company?
The answer here will be very satisfactory. Let’S divide it into 3 parts, each with a good reason for you to invest intelligently in collateral Marketing. The advantages your company will see are the following!
Strengthening the business process
The very purpose of the marketing part is as follows: A strengthen the sales process, from start to finish, and help create a more robust and predictable business mechanism.
In other words, all the support material, both physical and digital, will help your business sell more and better, consistently over time.
It Is what makes a company win the scale and stays strong in the market, even with strong competition.
Just as you did not know collateral Marketing, there is a chance on the part of your competitors to suffer with the same problem. This means a competitive advantage.
That takes better care of presenting the side features creates a stronger brand with which customers identify more easily.
In practice, this means that your company will gain advantage in the dispute over customer preference when they need to make a direct comparison with a market competitor.
Increased Value perception
Last but not least, it is worth noting that collateral Marketing increases the perceived value of its products and services. Why?
Simple: The better the quality of your marketing materials, the greater the credibility that prospective customers will give to the solution you sell. I mean, you’ll realize that your product is worth it.
Collateral Marketing Elements
Now if It’S time for you to understand, in practice, some of the main elements that make up collateral Marketing. Let’s talk about 5 of them, but it’s good that you know that the number of resources you can use in this strategy is much greater than that. Then, take the examples shown here as inspiration, but don’t limit themselves to them.
Always Remember: The idea behind collateral Marketing is to support the sales process. This means that the resources shown here are not always going to sell your product or service in a declared way, but only to lead your audience towards the purchase.
With this in mind, the elements are the following
Comments on the blog are a great alternative to help your audience solve problems and better understand the issues that are of interest to him. Topics are not always directly linked to what you sell and don’t need to be.
The fact is that generating value and creating a relationship with potential customers is the gateway to a lucrative and long-lasting business relationship.
Product guides are already directly related to your product or service, but they are very useful for:
Compelling potential customers who are mature enough to complete the purchase.
Reaffirm for them their commitment to offer quality support after the sale.
Therefore, to perfect the product guides is a great way to educate your customers and promote your company’s commitment to provide the best service.
Case studies are perfect for those who are in the defining stage of what is the best company to meet their purchasing needs.
They promote their business directly, but still manage to be subtle and non-invasive. In the end, they are relevant content that shows how your company has already helped other people in the same lead situation.
Landing pages are intended to turn visitors into leads and, depending on the type of product you sell, also serve to close sales in an automated manner.
Whatever The purpose of your target page, it is very important to advance your business relationship with potential customers. Following the best design and content practices can guarantee excellent conversions.
Social testing is evidence that your company is in a position to meet the highest customer requirements.
The candidates are attentive to these tests at different times of the day of purchase, but especially at the decision stage. But what counts as a social test? Things like:
Positive mentions in the media.
High number of customers.
Awards of Excellence.
Among other possibilities.
Where to use social tests? On your site, on your landing pages, on CTAs on your blog, on printed materials, etc. Basically, the sky is the limit to show that customers have plenty of reasons to trust you.