For each social profile, fill out every field possible. The more information you provide, the more online visibility you’ll get. LinkedIn company pages are quite thorough, while Instagram bios are short and creative.
I know, I know—everyone and theirhas a podcast these days. But that’s because it’s an incredibly popular format that allows for creativity and flexibility, as well as incredibly specific niche topics.
What is marketing collateral?
If you’re missing any of the need-to-have types of marketing collateral, it’s time to get started now. If you’re set on the fundamentals and ready for a new project, try tackling one of the next-level items. Either way, these assets will help you as you market to your audience and grow your business. Good luck!
What you need on your website will largely depend on your business model. If you’re generating leads online, you’ll want to pay attention to blog posts and SEO pages (which we’ll talk about below). If you’re running an ecommerce store, you need a system for online sales. If you’re a one-person design agency, you might only need a simple website with a portfolio.
Absolute, must-have marketing collateral
Your brand’s mission statement is another non-negotiable element of your brand. For your mission statement, focus on the impact of your company’s work and the value for your audience.
Blog posts are also prime SEO content, and lucky for you, we have nine blog post templates designed to drive traffic.
Online ads include Google Search Ads, Google Display Ads, Facebook and Instagram Ads, Snapchat Ads, and more. When you’re looking to grow your business, online ads are effective for getting in front of highly targeted audiences and finding new potential customers.
Flyers are great for so many businesses that rely on local marketing like a car wash or a restaurant. If that’s you and your brand, you need a template for a flyer that’s ready to go if you have an event, a sale, or an opportunity to post some.
2. Mission statement
Here, we’re moving into the “nice-to-have” territory. These types of marketing collateral are great if you’re looking for more assets to improve your marketing and your sales process.
This not only keeps things fresh and original, but also keeps your brand consistent, which improves brand recognition and even brand affinity.
A customer welcome kit is a particular type of swag, but it’s worth its own place on this list. A branded gift box to thank a new customer for signing upstarts the relationship on a warm, celebratory note that could have an impact on your business for years.
Marketing collateral is any branded asset that promotes a company, product, or service. These assets are also used to establish and build a relationship between your brand and your audience. That means marketing collateral refers to everything from a logo that introduces an audience to your brand and grows awareness and recognition, to a case study that educates a prospective customer about a product they’re considering purchasing from you.
So today, we’re breaking down the types of marketing collateral that every business needs to have, plus the marketing collateral that would be good to have if you have the time, money, and resources to create.
In this last section, we have some types of marketing collateral that are excellent to have if you’ve got a marketing team and budget that’s ready to go.
4. About us page
Every time you send an email—anything from a newsletter to an order confirmation—you’re creating an interaction between your audience and your brand. The best way to take advantage of this is to create engaging, effective, and branded email templates.
Missed opportunity for Albertine Press, a small stationary shop in Cambridge, MA, because it’s not on Twitter.
Mailchimp’s line illustrations are a great example.
5. Social profiles
When you’re running ads and offering downloadable guides, you need landing pages. These are pages specific to an offer or a campaign that you’re running. Need some inspiration? Take a look at these landing page examples.
If you might see any clients, customers, potential customers, or even friends of potential customers, you need to be prepared with some business cards to share if the opportunity arises. You can keep these simple and paper or use a nice reusable version, but either way you need to include your company’s name, logo, and contact information.
Your potential customers will see your online listings if they’re searching for your business—or a solution that you provide—on Google, Facebook, Angie’s List, or another local listings platform. Don’t risk these leads getting misinformation or, worse, no information, and take the time to review and monitor your online listings.
A one-pager that outlines your products or services, includes a testimonial, and details on how to get started all in a nicely designed, branded document is essential. It’s best to have this as a .pdf that you can share digitally or print to hand out in person at a trade show or other event with prospective customers.
To recap, here are the 26 types of marketing collateral to have for your business:
But one thing all businesses need to have on their website is a clear, concise about page that tells your audience exactly who you are and what you do.
7. Email signature
Whether you call them ebooks or guides, long-form pieces of content that are focused on educating your audience once they’re familiar with your brand are necessary to market to your entire funnel. They’re also a staple in any lead-generating content strategy, if you gate the content.
If your sales team is presenting to any of your prospects, you want a branded pitch deck as your marketing collateral. You don’t want to run the risk of having different information in different deck, incorrect brand colors, or messaging that doesn’t align.
When you’re trying to convert new customers, it’s amazing to have examples that speak to your ability to help—and even better to have existing customers speak to your value.
8. Business cards
But these do come with a cost for creating the ads, bidding, placements, and managing the accounts. Be sure to prepare for this when you’re ready for this type of marketing collateral. You can learn how to run Google Ads
Excellent example from the Ace Hotel Brooklyn.
10. Brand colors
Having an image in your signature can make all the difference. In some cases, you’ll want a signature with your headshot, while in others, you may want to have your logo. Consider creating one of each to use accordingly.
It can be hard to know where to start when you’re creating or reworking a marketing strategy for a small business—or any business, really. With so many kinds of marketing collateral, it can get overwhelming quickly.
Good-to-have marketing collateral
11. Templated emails
You already have email templates and testimonials, and the next step is to have some marketing collateral in place to ensure you’re getting fresh customer perspectives regularly. You need a thank you email that prompts a review.
In this first section, we’re sharing the marketing collateral that’s an absolute must. These are the assets that you need to have to for your business regardless of your company’s size or your marketing budget.
12. Blog posts
If you’re able to create original research reports and data projects, you should do so. This is an excellent type of marketing collateral because it’s informative, engaging, and valuable for your ideal audience. Even better, it’s a link magnet for your website.
13. Ebooks or guides
14. Online ads
Here’s an example from Blackbird Donuts, a local Boston chain. Here are two email signature templates from Wisestamp:
15. Landing pages
Take TED, for example. The organization’s mission isn’t to create a forum for engaging talks or bring people together at their events. The mission is bigger than that: It’s to spread ideas. Focus on this bigger picture for your own mission statement, too.
16. Testimonials and case studies
That kind of recognition isn’t nice to have—it’s a must for growing any business.
The items in this section aren’t absolutely essential if you don’t have the resources, but they are important and relatively low-budget marketing materials. So when opportunities arise, prioritize getting these made. Here are the types of marketing collateral you’ll want to get started on as soon as you’re able to hire or outsource the help.
Not all of the types of marketing collateral you need will be digital—we’ll get to real-world collateral soon. But regardless of what your business does or sells, you do need an online presence. That’s why you absolutely need a website.
That wide range is one of the reasons why marketing collateral is so important. It helps you market in any medium, to any audience, at all stages of the funnel.
17. Pitch deck
This one is simple but significant: You need to set up a branded email signature for your business. This not only makes your communication more professional, but it also ensures you’re taking advantage of emails as interactions with your brand.
Community-driven marketing is time and labor-intensive, so this is definitely a next-level marketing asset. But branded communities (on Slack, Discord, and other platforms) have become more and more common over the last few years. This popularity is partly because it’s so effective. In fact, CMX Hub found that 84% of organizations believe their community has helped them meet their business objectives.
Added bonus marketing collateral
From a marketing collateral standpoint, a basic website that provides the essential information will do, but from a marketing strategy standpoint, you’ll want your website to be optimized for search engines, lead gen, and conversion rank on search, generate leads, and convert customers. Website optimization is worth its own post, but these website graders can help you identify areas of opportunities
19. Explainer videos
It also takes a ton of work, which is why this type of marketing collateral is next-level.
Even better: TED’s mission corresponds to its tagline, which appears in the org’s logo. That’s some brand consistency.
So many ways to get creative with your business cards. (Image source)
21. Customer welcome kits
22. Thank you prompts
Blog posts are fundamental to any content marketing strategy. That’s because these pieces of content let you address your audience from awareness to consideration, develop your brand personality, and grow your online presence if you’re targeting keywords effectively.
Brand colors might seem like a nice-to-have piece of marketing collateral, but these are essential for building recognition and, in turn, growing a loyal customer base. In fact, sticking to a signature color palette can increase your brand’s recognition by 80%.
23. Original graphics
Swag sounds like an automatic big expense for tech-y logo gear, but it doesn’t have to be. In fact, I would be shocked to learn that you don’t have a branded mug or pen right now. 60% of consumers keep swag for two years—that so many in-person impressions for your brand.
Explainer videos are short videos that explain what your product or service does. They typically start with a character facing a pain point, then progress through showing how your product or service solves that problem, using screenshots and screenshares. These are great for highlighting the features and benefits of your offerings, and can go on landing pages, homepages, YouTube, social media, and more.
As a side note, if you don’t want to populate the content of these design templates from scratch, you can always refer to our copy and paste email examples and templates.
You need to set up social profiles on the most popular social media platforms for your audience. That could be Facebook, Instagram, and YouTube, but it could also be less common social media networks like Reddit or Quora. Be sure to do your research.
Next-level marketing collateral
From our post on how to write a case study.
A complete, optimized Google Business Profile is a must.
Make this annual like the Content Marketing Institute
25. Reports and research projects
Now, let’s get to the marketing collateral that you need to get started—and the assets that are great to have if you can get them.
Case studies should be deep-dives into examples of successes with your product services, but testimonial ads can be short or in-depth. Both are excellent to have on-hand for marketing collateral.
A logo is one of the most important pieces of marketing collateral any business needs. It’s a foundational element for your branding your business that will appear on most of your marketing collateral, so it’s important to take some time to get it right. To create the perfect logo, choose something that fits your brand’s purpose and personality, and make sure it includes your company name.
26. Branded community
But first, let’s make sure we’re clear on what marketing collateral is.
Get started creating your marketing collateral today
Once you have established branding across your marketing, you’ll want different graphics to add to your blog posts, pillar pages, social posts, and more.
Follow our easy guide to creating an awesome about us page and use these about us page examples for inspiration.
- Mission statement
- About us page
- Social profiles
- Email signature
- Business cards
- Brand colors
- Templated emails
- Blog posts
- Ebooks or guides
- Online ads
- Landing pages
- Testimonials and case studies
- Pitch deck
- Explainer videos
- Customer welcome kits
- Thank you prompts
- Original graphics
- Reports and research projects
- Branded community