The right market research makes it easy to deliver the right marketing collateral at every touchpoint in your customers' journey, improving engagement and reducing churn. Is your marketing collateral delivering?

1. Skyrocket online business with
strategic marketing collateral
“The best marketing doesn’t feel like marketing.”
Tom Fishburne

2. Can the right marketing collateral make a
measurable difference for your business?

3. Market Research vs.
Promotional Media

4. • Savvy marketers enter competitive
segments armed with tools and weapons
that keep them at the cutting edge of
customer experience (CX).

5. • Consider two broad categories:
• Market research types of marketing
collateral
• Promotional media and communication
content related to marketing collateral

6. • A combination of both types of collateral
can work together to improve customer
experience and reduce churn – a huge
threat to ROI.

7. • Keep in mind: While CX is made up of a
customer’s entire journey with your
company, this journey consists of a string of
touchpoints – from the first moment a need
arises right through to the purchase and
beyond.

8. • Building customer loyalty and reducing
churn requires friction-free touchpoints.
• The right collateral in the right hands at the
right moment ensures the customer journey
continues smoothly.

9. Market Research: Types Of
Marketing Collateral

10. • To deliver the right content at the right
moment, it’s critical to collect market
feedback.
• Market research tools may include online
quizzes, surveys, and access to the right
tools or consultants to create custom
instruments.

11. • The right partner can help to provide
valuable insights through interviews, focus
groups, NPS surveys, and more.
• A full CX solution can also help you to
quickly identify any issues that arise across
touchpoints.

12. • Customer psychographic, firmographic, and
behavioral segmenting – the most popular
types of market segmentation – are
essential elements in transforming market
research into powerful marketing collateral.

13. Promotional Media and
Communication Content

14. Why use eBooks?
• When you have an audience past the
attention stage, semi- or fully engaged,
eBooks help readers who want to get
into the meat of how your brand
proposition works.

15. Why blog posts?
• Blog posts are similar to eBooks but are
broken down into much shorter
narratives from different angles.
• These short pieces can engage prospects
not yet interested in moving forward.

16. Why website “pillar pages”?
• Pillar pages maintain focus on a
primary interest area.
• These pages are particularly useful
when dealing with a vast number of
pages or brands.

17. Why website landing pages?
• A landing page consolidates key facts and
compelling features offered.
• Landing pages can stand alone, delivering
an entire value proposition, and are
therefore often used with specific ads or
campaigns.

18. Why branded content?
• All content throws light on your brand
vision and helps to deliver your story
and value.
• Beyond ads and slogans, content
includes:
• Brand stories
• Case studies
• White papers
• Customer reviews and
testimonials
• Event magazines
• Newsletters
• Brand catalogs

19. Why social media?
• Content on social media is relatively easy
to create, widely available, and quickly
shareable.
• In addition to organic traffic, ads across
various social media channels and
consumer sites can drive engagement.

20. A few more quick collateral ideas…
• Infographics: convey a message at a glance
without extensive text
• Headlines, taglines, and keywords: catch
attention and rate highly on searches
• Emails: remind recipients about current or
upcoming events and promotions

21. A few more extended collateral ideas…
• Videos: engage viewers with short promo
clips to longer case studies
• Podcasts: hear from brand representatives
or partners in their own words
• Corporate brochures & corporate
magazines: narrate the company story and
its social and cultural activities
• Member magazines: aim to improve the
experience of employees or group members
to deliver a “part-of-the-family” feeling

22. Final Thoughts

23. • In the digital era, the scope of “types of
marketing collateral” can quickly escape us.
• Savvy marketers understand that
opportunity arrives with every new app or
channel – but also that each organization
must make strategic decisions when
investing time and resources.

24. • Strong collaboration between your
marketing team and the rest of the teams
involved in the customer journey is critical.
• Find the right partners – internally and
externally – and build your brand together.

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