In today's competitive business landscape, creating effective marketing collateral is crucial for businesses of all sizes. Marketing collateral examples refer to various marketing materials to promote a business or product, including brochures, flyers, case studies, etc. But how do you measure the impact of your marketing collateral and ensure that you maximize your return on investment (ROI)?
In this article, we will understand what is marketing collateral and the importance of measuring ROI for marketing collateral. Furthermore, you will learn how to do so effectively using Strikingly, an innovative platform with features for tracking and analyzing your marketing collateral. We will also discuss different types of marketing collateral, provide marketing collateral examples campaigns, and offer tips on creating your marketing collateral to achieve the best ROI.
What Is Marketing Collateral?
Marketing collateral refers to a collection of materials businesses use to communicate with their target audience and promote their products or services. These materials are typically designed to support a company's marketing and sales efforts and can include many items.
Marketing collateral aims to provide potential customers with relevant and useful information about a business, its products or services, and its brand. They can be used at various customer journey stages, from awareness to consideration to decision-making. Effective marketing collateral can help businesses build brand recognition, establish credibility, and drive conversions and revenue.
Types Of Marketing Collateral:
Businesses can use many marketing collateral to promote their products or services. Some of the most common marketing collateral examples include
- Brochures. A brochure is a printed document that typically provides information about a business, its products or services, and its brand. Brochures can be used for various purposes, such as promoting a new product or service, providing an overview of a company's offerings, or showcasing its expertise in a particular industry.
- Flyers. Flyers are similar to brochures but are typically simpler and more focused on a single product or service. They can be distributed at events, trade shows, or in local neighborhoods to generate interest and drive traffic to a business.
- Whitepapers. Whitepapers are in-depth reports that typically explore a particular topic related to a business or industry. They are often used to establish a business's thought leadership and expertise in a specific area and can be an effective tool for generating leads and building brand authority.
- Case Studies. Case studies provide real-world examples of how a business's products or services have helped its customers. They can be used to demonstrate the value and effectiveness of a business's offerings and can be an effective tool for building credibility and trust with potential customers.
- Product Sheets. Product sheets are detailed documents that provide information about a business's products or services, including features, benefits, and pricing. They can support a sales pitch or provide detailed information to potential customers.
- Presentations. Presentations can be used to communicate a business's message or value proposition to a group. They can be used for sales pitches, training sessions, or internal communication.
- Social Media Posts. Social media posts are digital marketing collateral businesses can use to promote their products or services on social media platforms such as Facebook, Twitter, and Instagram.
- Business Cards. Business cards are simple but effective marketing collateral that can be used to provide contact information and promote your brand. They are often handed out at networking events or included in product shipments.
- Sales Sheets. Sales sheets are marketing collateral that provides detailed information about a specific product or service. They can be printed or distributed digitally and are often used by sales teams to provide information to potential customers.
- Infographics. Infographics are visually appealing marketing collateral to present complex information in an easily digestible format. It can explain a process, highlight statistics, or present other data types.
- Videos. Videos are increasingly popular marketing collateral used to showcase a product or service, tell a brand story, or provide customer testimonials. They can be shared on social media, embedded on a website, or included in email marketing campaigns.
These are just a few examples of marketing collateral that can be used to promote a brand, product, or service. The type of marketing collateral a business chooses to use will depend on its goals, target audience, and marketing strategy. A mix of different types of marketing collateral can be used to effectively reach and engage potential customers at various stages of the customer journey.
How To Create Your Marketing Collateral?
Creating marketing collateral can seem daunting, but it can be straightforward with the right approach and tools. Here are some steps to follow to create your marketing collateral-
1. Determine your goals and target audience. Before you start creating any marketing collateral, it's important to understand what you're trying to achieve and who you're trying to reach. Consider what message you want to convey, what action your audience wants, and who will most likely be interested in your products or services.
2. Choose the type of marketing collateral. Once you understand your goals and target audience, you can choose the marketing collateral that best meets your needs. Consider the types of collateral outlined in the previous answer and determine which will be most effective for your goals and audience.
3. Develop a creative brief. A creative brief is a document that outlines the key information and requirements for your marketing collateral. It should include details such as your goals, target audience, messaging, branding guidelines, and any other requirements for the project. It will ensure that everyone involved in the project understands what is required and can work together efficiently.
4. Create the content. Once you have a creative brief, you can begin creating the content for your marketing collateral. It may involve writing copy, designing graphics, or developing other content that will be included in the collateral.
5. Design the layout. Once you have the content for your marketing collateral, you can begin designing the layout. Consider how the content will be arranged on the page, what colors and fonts will be used, and how the overall design will reflect your brand.
6. Review and refine. Once you have a draft of your marketing collateral, reviewing it carefully and making any necessary changes is important. It may involve editing the content, adjusting the layout, or refining the design to reflect your brand and messaging better.
7. Print or distribute. Once your marketing collateral is final, you can print it or distribute it to your target audience. It may involve sending it via email, mailing it to a list of contacts, or distributing it at an event or trade show.
These steps help you create effective marketing collateral to help you achieve your goals and reach your target audience.
Understanding ROI In Marketing Collateral
ROI stands for return on investment, which refers to the profit or loss generated from an investment. In the context of marketing collateral, ROI is relevant because it allows businesses to measure the impact of their marketing efforts. It also determines whether their investment in marketing collateral was profitable.
To measure the ROI of marketing collateral, businesses can use a variety of metrics, including sales revenue, lead generation, website traffic, and customer engagement. Analyzing these metrics and comparing them to the cost of creating and distributing marketing collateral can determine whether the investment in marketing collateral was profitable.
Discuss The Challenges Of Measuring ROI For Marketing Collateral
Measuring ROI for marketing collateral can be challenging due to several factors. For example, the type of marketing collateral you use, the target audience, and the messaging all play a role in determining the success of your campaign. Here are some of the common challenges:
- Attribution. It can be difficult to attribute the success of a marketing campaign solely to the collateral. Many other factors, such as price, product quality, and customer service, can influence customer behavior. With a clear understanding of which factors drive customer behavior, measuring the impact of marketing collateral can be easier.
- Data Availability. In some cases, the data needed to measure the impact of marketing collateral accurately may be limited. For example, tracking the source of website traffic or leads generated from a brochure campaign may be challenging.
- Time frame. Measuring the impact of marketing collateral can take time. For example, seeing a return on investment from a content marketing campaign may take several months. Thus, it is challenging to determine whether the campaign was successful.
- Subjectivity. Measuring the impact of marketing collateral can involve some subjectivity. For example, it may be challenging to measure the impact of a brand awareness campaign since the impact may take time to be visible. Also, it can vary based on individual perceptions of the brand.
- Cost of measurement. Measuring the effect of marketing collateral can be expensive. Collecting and analyzing data can be time-consuming and require specialized skills. It makes measuring the impact of their marketing collateral accurately for smaller businesses with limited resources easier.
Despite these challenges, measuring the impact of marketing collateral is important to ensure you maximize your ROI. Using the right tools and strategies, you can overcome these challenges and make data-driven decisions to improve your marketing strategy.
Explain How To Calculate ROI For Marketing Collateral
Calculating ROI for marketing collateral involves determining the revenue generated by the materials and comparing it to the costs associated with creating and distributing them. Here are the steps to calculate ROI for marketing collateral:
1. Identify the costs of creating and distributing your marketing collateral, including design and printing costs, distribution expenses, and any other costs associated with creating and distributing the materials.
2. Determine the revenue generated by the marketing collateral. It can include sales revenue, leads generated, or any other metric you have established as a goal for the campaign.
3. Subtract the total costs from the revenue generated to calculate the profit or loss.
4. Divide the profit or loss by the total costs, then multiply by 100 to get the ROI percentage.
For example, you spent $5,000 on designing and printing brochures and another $1,000 on distributing them. You generated $15,000 in sales revenue due to the brochure campaign. The profit would be $9,000 ($15,000 - $6,000), and the ROI percentage would be 150% ($9,000 / $6,000 x 100).
Tracking and analyzing your marketing collateral's impact can help you calculate ROI. Furthermore, you can use the insights gained to optimize your marketing strategy and achieve the best possible results.
Tracking And Analyzing Marketing Collateral
Tracking and analyzing marketing collateral is an essential part of measuring the effectiveness of your marketing efforts. Tracking your marketing collateral's performance can help you identify which marketing collateral types generate the most engagement and drive the most sales. The information can help you make data-driven decisions to improve your marketing strategy and maximize your return on investment.
Strikingly For Tracking And Analyzing Marketing Collateral
Strikingly is a website builder that provides a range of features for tracking and analyzing marketing collateral. With Strikingly, businesses can create and distribute a variety of marketing collateral, including landing pages, email campaigns, and blogs, among others. Its analytics dashboard allows businesses to track the performance of their marketing collateral in real time, providing insights into metrics such as website traffic, engagement, and conversion rates.
How Can Strikingly Help Measure the Impact of Marketing Collateral?
Strikingly's analytics features can help businesses that create their website on the platform measure the impact of their marketing collateral in several ways. For example, businesses can use Strikingly to:
- Track website traffic. Strikingly's analytics dashboard provides real-time data on website traffic, allowing businesses to see how many visitors are coming to their websites.
- Measure engagement. Strikingly's analytics features enable businesses to track engagement metrics providing insights into how users interact with their marketing collateral. Bounce rate, time on site, and click-through rate are some examples.
- Monitor conversion rates. Strikingly's analytics dashboard allows businesses to track conversion rates, enabling them to measure the effectiveness of their marketing collateral in driving sales and generating revenue.
The information can help them optimize their marketing collateral to drive better results and maximize their return on investment.
Examples of Successful Marketing Collateral Campaigns
One example of a successful marketing collateral campaign that used Strikingly is launching a new e-commerce store. The store created a landing page on Strikingly to promote its launch and generate leads. Using Strikingly's analytics dashboard, the store could track its engagement and conversion rates and adjust its marketing collateral accordingly to improve performance. It led to a significant increase in traffic and sales and a positive ROI.
Another example is a social media campaign for a new product launch. The company used Strikingly to create and distribute social media posts and used Strikingly's analytics dashboard to track engagement metrics such as likes, shares, and comments. By analyzing the data, the company could identify which types of posts generated the most engagement and adjust their marketing collateral accordingly. It resulted in a significant increase in brand awareness and a higher conversion rate.
Strikingly can be a valuable tool for businesses looking to measure the impact of their marketing collateral. Tracking engagement, conversion, and ROI metrics can help businesses gain insights into the effectiveness of their marketing efforts. It also helps them make data-driven decisions to improve their marketing collateral and maximize their return on investment.
In conclusion, this article has discussed the importance of measuring the impact of marketing collateral and how it can help businesses maximize their return on investment. We have explored different metrics for measuring the impact of marketing collateral, including engagement rate, conversion rate, and ROI. Additionally, we have introduced Strikingly, a platform that can help businesses track and analyze the performance of their marketing collateral.
Measuring the impact of marketing collateral is crucial for businesses to ensure that their marketing efforts are practical and generate a positive ROI. By tracking metrics such as engagement rate, conversion rate, and ROI, companies can gain valuable insights into the performance of their marketing collateral and make data-driven decisions to improve their marketing strategy.
We encourage readers to try Strikingly to build their website & then track and analyze their marketing collateral shared through the website. Strikingly provides businesses with a range of features to measure the impact of their marketing collateral, such as an analytics dashboard and conversion tracking. Using Strikingly, companies can optimize their marketing collateral to maximize their return on investment and achieve their marketing goals.
Overall, measuring the impact of marketing collateral is critical to any marketing strategy. With the right tools and metrics, businesses can ensure that their marketing collateral effectively drives engagement, conversions, and revenue. Strikingly can be a valuable tool for businesses looking to measure the impact of their marketing collateral and improve their marketing strategy.