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Imagine pouring money into a marketing campaign only to realize your ideal customers never even saw it. The success of your marketing materials isn't just about what you create—it's about how well they align with your audience's habits and values.
Marketing materials encompass any branded content—physical or digital—used to promote a business, product, or service. They help communicate value, build brand awareness, and attract customers.
Choosing the right marketing materials starts with understanding your ideal client or customer. Ask yourself: Where do they get their information? What do they do for entertainment? What motivates them to make a purchase? Knowing your audience will help you determine the most effective marketing materials and strategies.
For example, your ideal customer likely shares those values if you run a sustainable business focused on reducing waste. In this case, sending mass mailers could be a turnoff, while digital marketing might be a better fit. On the other hand, if you're targeting an older demographic, traditional mailers could be the perfect way to connect. The key is knowing your audience and tailoring your approach accordingly.
Here's a breakdown of different types of marketing materials and how they're best used.
Also called marketing collateral, print marketing materials still have their place in today's digital age. Keeping in mind your branding (colors, fonts, typesets, voice, etc.), print materials can be part of a very successful marketing strategy.
Business Cards: Have these in your back pocket for networking. You never know when the conversation might steer in the direction of your business and offerings. Go modern with it! For example, a realtor's business card could have a QR code linking to local listings.
Brochures and Flyers: These are great if you need to provide in-depth information about services, promotions, or events. They can be displayed in high-traffic areas where you believe your ideal customer will see them. For example, if you run a business that takes visitors on local tours, a brochure or flyer can be posted at your town's welcome center or a local coffee shop.
Postcards and Direct Mail: Mailers are best sent to customers for promotions, discounts, or updates. This way, they save and use the mailer to get something in return. For example, a retail shop might mail out coupons to residents during a slow period to boost local sales.
Catalogs: Look-books, magazines, and catalogs are on the more expensive side, but if you sell product collections and customers can order online, they are a great choice. For example, a furniture brand might mail a seasonal catalog for updated home decor and furniture.
Our designers at Peak Digital love putting together new and effective printed marketing materials for our clients. We offer a full array of design services that ensure all your printed materials are on-brand, eye-catching, and communicate effectively.
In today's highly digitized world, an online presence is mandatory. According to recent data, the average person globally spends around 6 hours and 40 minutes online per day. When they're searching for a product or service, they're searching online. Your website, landing pages, and social media presence should all be consistent and on-brand.
Websites and Landing Pages: These are used as your business' primary online presence and for capturing leads. It's like a digital business card, catalog, and brochure all rolled into one. A high-quality website that is easy to navigate is crucial as a marketing tool, and every business should have one. You can build a website yourself or hire someone to do it for you. Learn more about how to choose an affordable website design package, or get in touch with us; we'd love to help you get your website up and running!
Email Marketing: Email is an excellent tool for reaching your ideal client when done correctly. Email newsletters can nurture leads, announce promotions, and maintain customer relationships. Here's more on Why You Should Have a Newsletter.
Social Media: While a social media presence isn't mandatory, it's highly recommended in today's digital climate. It's best used to engage audiences and promote products and services on platforms like Instagram and Facebook. High-quality photos, videos, and a solid brand identity are keys to a successful social media presence. For example, a brewery can share posts about new craft beer launches, upcoming events, and specials.
Digital Ads (Google, Facebook, Instagram): These are used for targeted advertising to reach potential customers online. Select desired parameters to reach your target audience, like location, age, interests, and more.
E-books and White Papers: These are not as common, but they are used in the trades, technical, and scientific fields to establish authority. This long-form content goes in-depth into a subject related to your business offering. For example, a financial consultant could offer a free e-book on smart investing.
Promotional and branded materials, also called swag, help increase brand visibility and loyalty through everyday items like hoodies, t-shirts, and tote bags. Stickers and decals serve as fun giveaways or guerrilla marketing tools, like a surf shop handing out logo stickers for customers to put on their gear. Custom merchandise, including hats and apparel, extends brand presence through regular wear, like a yoga studio selling branded clothing to its members. Practical items, like a tech startup distributing branded water bottles at a conference, reinforce brand recognition in daily life.
Choose your marketing materials wisely, as different types of businesses benefit from various materials tailored to their needs and their customers' preferences. Small business marketing items include business cards, social media, and promotional swag to build brand awareness. E-commerce brands should prioritize email marketing, digital ads, and website design to drive online sales. Service-based businesses benefit from brochures and case studies to show their expertise and attract clients. And retail stores can boost their sales with posters, flyers, and branded packaging. If you need custom marketing materials for your business, reach out. We'd love to chat and learn more about your business goals.
