Marketing Collateral Strategy
1. Defining Marketing Collateral Goals: Begin by detecting the goals you aim to achieve with your marketing collateral strategy. Determine whether you’re seeking increased revenue, referrals, sign-ups, website traffic, or other specific metrics tailored to your business. Pinpoint these metrics prominently to serve as constant reminders of your objectives.
2. Securing Executive Support: Obtain buy-in from executives before initiating marketing collateral creation. Keep them informed about your strategy’s progress and its impact. Regularly seek their feedback to ensure alignment with the firm’s target audience, agenda, and objectives.
3. Aligning with Organizational Themes: Ensure that your marketing collateral aligns with the overarching themes and messages of your firm. Integrated marketing communications facilitate conveying a unified message across various channels, enhancing customer engagement with your products and solutions.
4. Establishing Brand Identity: Design marketing collateral in line with your brand’s guidelines and values. Take inspiration from brands like Google Chrome, renowned for cleverly designed doodles that celebrate diverse individuals, reflecting their brand ethos of inclusivity and celebration of human achievement.
5. Learning from Industry Leaders: Study the marketing strategies of industry leaders to distill best practices for your collateral strategy. For instance, analyze McKinsey’s Thought Leadership pieces to detect effective approaches and adapt them to your firm’s strengths and expertise.
6. Implementing Collateral Management Systems: Utilize a marketing collateral management system to maximize the impact of your content. Ensure stakeholders are promptly notified of new collateral availability and updates. Grant access selectively and leverage insights on content performance to refine your strategy effectively.