{"id":49209,"date":"2020-12-28T15:50:45","date_gmt":"2020-12-28T20:50:45","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=49209"},"modified":"2024-03-28T08:46:52","modified_gmt":"2024-03-28T12:46:52","slug":"skyrocket-your-online-business-with-these-types-of-marketing-collateral","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/skyrocket-your-online-business-with-these-types-of-marketing-collateral\/","title":{"rendered":"Skyrocket your online business with these types of marketing collateral"},"content":{"rendered":"

Savvy marketers enter competitive segments armed with tools and weapons that keep them at the cutting edge of the customer experience (CX). The accent is on the word “savvy” because they know how to use the ammunition at their fingertips in ways that keep customer journeys moving forward smoothly. In a broader sense, marketing collateral also embraces market segmentation and market research devices that deliver groundbreaking data. We will deal with this separately as a bit of an outlier in the context of marketing collateral. Essentially, there are two broad categories:<\/p>\n

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  1. Market research types of marketing collateral<\/li>\n
  2. Promotional media and communication content related to marketing collateral<\/li>\n<\/ol>\n

    Both are applied in an integrated manner to improve the CX and keep customer churn at bay. Management widely recognizes that the latter is a severe threat to ROI. We’ll address each in turn to give you perspective.<\/p>\n

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    Keep in mind, CX consists of a string of touchpoints that take a potential buyer from the first moment a need arises right through to buying your brand and beyond. It only takes one spoiled touchpoint to disrupt a customer’s journey.<\/p>\n

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    Every touchpoint counts toward establishing customer loyalty (i.e., the opposite of customer churn). Marketing collateral in the right hands makes it all possible. In the wrong hands, touchpoints can go south in a hurry.<\/p>\n

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    \"marketing<\/p>\n

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    Market Research Types of Marketing Collateral<\/h2>\n

    Staying in touch with customer touchpoints entails getting feedback from the marketplace. There is a broad range of market research resources at one’s disposal, including online quizzes, surveys, and <\/span><\/span>access to consultants that can create those formats for your team. Using a <\/span><\/span>quiz tool<\/span><\/span><\/a>\u00a0may look easy, but you have to know what you’re doing.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

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    Professional companies in the arena of CX like Sogolytics are fully conversant with interviews, focus groups, Likert Scale and NPS surveys, and the like. They have stacks of templates that can work amazingly in different situations. Suppose you see a touchpoint (e.g., a client service call) is going wrong across a broad customer spectrum. A transactional NPS may be the made-to-order feedback tool that’ll get you the answers as to why. Sogolytics will help you get it off the ground in an instant.<\/p>\n

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    All the research tools mentioned above (and more) are vital for market segmentation. Customer psychographic, firmographic, and behavioral segmenting are the most popular types<\/a>. They are essential pieces in the market collateral, helping stakeholders define their markets up, down, and sideways to ensure they have all the bases covered.<\/p>\n

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    Promotional Media and Communication Content related to Marketing Collateral<\/h2>\n

    This is a colossal subject taking you into every possibility of connecting to CX in an impactful manner. The best approach is to list the items with a short description of the “when to use and why.”<\/p>\n

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    eBooks<\/strong><\/p>\n

    For when you have an audience past the attention stage, semi- or fully engaged. They want to get into the meat of how your brand proposition works.<\/p>\n

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    Blog posts<\/strong><\/p>\n

    Similar to eBooks but broken down into much shorter narratives from different angles. It may also get prospects that are not yet interested in moving forward.<\/p>\n

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    Pillar pages on your website<\/strong><\/p>\n

    To help the audience stay focused on an area of your brand offer without getting thrown off course. It’s particularly useful where you have a vast number of landing pages dealing with diverse brands. Pillar pages keep things contained to a primary interest area.<\/p>\n

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    Landing pages on your website<\/strong><\/p>\n

    Relates to all the pages communicating facts and compelling features your company and brand offers. It can range from one-page websites to sites that have thousands of pages. In the latter cases, I advise developing pillar pages to keep the audience engaged with focus.<\/p>\n

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    Branded content<\/strong><\/p>\n

    Referring to everything that throws light on your branding and brand vision. It can begin with slogans and develop into expanded messages conveyed through:<\/p>\n

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