Look at the website of any successfully marketed business and you’ll find a resource hub, loaded with content that their ideal customers can access when they’re ready.
Rather than talking endlessly about their brand, the company demonstrates unique value to buyers with content: web pages, blog posts, landing pages, social media posts, and case studies that exhibit expertise in their field.
Today, your most powerful marketing collateral is no longer sleek sales sheets, but content that helps people make smart purchasing decisions. Marketing collateral has to be:
It also has to meet your ideal customer at his or her current phase of the buyer’s journey.
So where do you start? Create a marketing collateral checklist, and focus your resources on the collateral that will get you the most return on your investment and that will ultimately help you achieve your goals.
Let’s look at six ways to build the marketing collateral you need today, then consider how two brands used these strategies to generate more leads.
1. Build a Mission Statement
A powerful mission statement is aspirational and drives an organization forward. Buyers are attracted to companies that are driven by meaning and consideration for the broader world; it's not just about products and services.
The company’s mission statement is the number one marketing asset. It is a statement that is short in length, but long on vision. If your organization isn’t clear about its mission, customers and other stakeholders won’t be either.
2. Create Buyer Persona Profiles
An ideal buyer persona is a detailed profile of your ideal customer or supporter. It gets you in their shoes, and so you can be in touch with the challenges and thinking that brings them into the buyer's journey.
Personas are created based on real data about existing customers and include customer demographics, attitudes, concerns, goals, motivations, and behavioral patterns.
By understanding your ideal customer, you can align marketing strategies to achieve your goals. By staying current with how your ideal customers are, you can turn new customers into long‑term relationships as well.
3. Focus on Content
According to the Content Marketing Institute, content marketing generates three times more leads than paid search—and we've seen this over and over with our clients.
A content strategy is a plan that guides future content development. It is based on careful planning that starts with your mission statement, your business goals, and your buyer personas. A content strategy will rely heavily on the main topics that bring customers to your business.
Here’s what you need to develop a strong content marketing strategy:
- Pillar pages. A pillar page is a comprehensive informational page that focuses on your customers' core challenges and goals. Pillar pages link to blogs that cover supporting topics and subtopics.
- Blogs. Businesses that blog at least 20 times per month have 5 times more traffic than those that blogged less than 4 times per month.
- Landing Pages. These are web pages that exist to capture your visitors’ information through a sign‑up or download form. Businesses with at least 30 landing pages net 7 times more leads than those with fewer than 5 landing pages.
Your content strategy should be the main focus of your search engine optimization strategy. Tracking the performance of content helps you understand what topics perform well in terms of drawing traffic and converting visitors into leads, and leads into customers.
4. Use Video
According to a study compiled by HubSpot, using videos on landing pages will increase conversions by 86%.
Video marketing provides content in a highly shareable format that generates traffic and maximizes search on video search engines such as YouTube. Video is also a great way to drive traffic to other content or areas of your site and generate leads.
Video doesn’t have to be high‑tech or high‑cost to earn viewers. In the human‑centric marketing of today, trust and authority are gained by being authentic and helpful in a straightforward manner.
5. Forge Relationships Through Email
Email marketing continues to be a key touchpoint to maintain contact with your leads, as well as customers. If done correctly, email is an effective relationship‑building tool and can have a positive, direct influence on revenue.
Types of email marketing assets include monthly content or informational newsletters, automated email nurturing sequences that are tailored to different contacts, sales, automated lead nurturing sequences that allow marketers to be more efficient and consistent with an email marketing strategy and e‑commerce product and abandon cart emails.
To build trust with your contacts, your email strategy needs to be 100% permission‑based. Emails should be tailored to each persona and/or phase of the buyer’s journey. A/B testing can help you refine email marketing assets. Periodically test different days, times, subject lines and other formats to land on the variation with the most opens, clicks, and engagement.
6. Commit to Social Media
Did you know that businesses with over 1,000 Twitter followers had over 6 times more traffic, and 5 times more leads, than those with 1 to 25 followers? Facebook had a similarly striking correlation.
Expanding your business’s social media reach is a powerful way to attract more leads. If you’re B2B and skeptical of social media, remember B2Bs show 4‑6.5 times more leads after gaining at least 1,000 Twitter and Facebook followers.
Lead generating strategies in action
Combining these strategies turns your company website into a lead‑generating machine while also saving money on ad spend. Here are two stories to learn from:
Success story #1: 180 new leads per month
Fertility clinic InVia abandoned pay‑per‑click advertising to focus on inbound strategies, including:
So what happened? InVia transformed into a hub for lead generations, with 180 new leads generated per month and a lead‑to‑buyer conversion rate of 4.4%. That resulted in several new patients per month for this business that had been struggling to generate any leads through the website.
Success story #2: Increasing traffic and leads by 128% in one year
Wireless communication company ChiComm doubled down on content, design, and social media strategies when company leaders noticed an overall lack of website traffic and leads. Using content marketing, social media, and other key strategies, ChiComm focused on:
What happened? ChiComm’s organic and social traffic increased by a whopping 128% in just one year. The next year, it continued increasing an additional 68%. Over those two years, the number of leads tripled, resulting in countless sales and new customer relationships.
Getting More Leads and Customers
In addition to building a mission statement, outlining buyer personas, creating helpful content, adding video to your website, building relationships through email, and building your social media following, keep an eye on your competition.
What are they doing? What’s working for them, and what isn’t?
You may be in an industry where case studies or ebooks are particularly compelling to your prospects. Or maybe your customers interact many times a day on social media.
Just remember to combine the inbound marketing plan strategies that will work best for your brand and what will get you a return on your investment.