Tips on Developing Professional Marketing Materials
One of the most significant portions of a successful marketing campaign is the conception, production, and distribution of materials. These marketing materials are often tangible ‘literature’ and other media such as catalogs, posters, flyers, banners, signs (of course), newsletter, emails, product sheets, brochures, letterheads, reports, and case histories. Of course you shouldn’t limit your marketing materials to just these, but they are an effective jumping off point.
Marketing Components In Your Strategy
When it comes to marketing strategy, there is a common ratio referred to as the 40/40/20 rule, which stipulates that 40% of your small business’ marketing campaign is based on the specific offer made in your marketing materials, another 40% concerns the effectiveness and accuracy of your mailing list, while the last 20 percent is based on everything left out by the first 80% – items such as the design of your marketing materials.
Design is Critical
While this ratio has often been quoted as a good marketing strategy – the pivotal role of design in attracting new potential customers end of getting undervalued. You, as a small business owner, must get peoples’ attention. And one of the most effective ways of doing that is to design your marketing materials in such a way that they will compel people to take notice of your offers.
How do you go about this?
The first thing you should consider, of course, is the audience you intend to reach with your small business’ marketing materials. Be absolutely sure that the design and content of said materials will be important for that audience. On top of this, make sure that the writing in these materials is genuine. In other words, strive to make your writing conversational – personalize it. That way, people will be able to recognize you by your writing and you will have made an instant connection with them. And once you have a connection with potential clients and customers – well, that’s the first building block to a trusting professional relationship.
While ensuring that your copy is conversational – it is also pivotal you share your specialized knowledge within these materials as well. Why should potential customers trust you? If you, as a small business owner, make it clear to people how much you know about your goods and/or services – and your niche industry in general – the more likely potential customers will come to you for their industry-related needs.
Now, here’s where the more design-related aspects of your marketing materials will come into play: as with your signs, make sure all your marketing materials are striking, simple, and contrasting. This will draw the eye. On top of these considerations, big, descriptive headlines will also aid you in this endeavor. If you are unsure about how to make your marketing materials really pop, it might do you good to read up about the principles of graphic design. Or you could even go one step further and take a class.
Graphic design is always aided by the use of pictures. Make them stand out. Make them speak to people. If it is within your small business’ marketing campaign’s budget – you may also want to consider investing in good photography. Whether you obtain pictures of your goods and/or services, your brick and mortar location, your small buisness’ equipment and technology – all of these will help potential customers gain a solid understanding of what, exactly, it is you do – and the quality of the goods and/or services you bring to the community. Professional photography done right will set you head and shoulders above your competition.
Potentially the most vital picture among your small business’ marketing materials is your small business’ logo. This logo should be simple, should stand out, and should say something about your company. This logo will be tied inextricably with your brand: and could potentially exponentially grow that brand. If there is an image to over-analyze and agonize over: this is the one. Make sure it says everything you want it to communicate about your small business.
Social Media Content Scheduling
Your small business’ marketing materials do not all have to be tangible, however. Materials include things such as your small business’ website and your social media presences. In fact, if you want to keep a steady stream of marketing content pouring out from your small business’ various social media platforms, you may wish to consider using a content creation calendar.
A content creation calendar will keep your posts regular and consistent, even during times when your busy schedule doesn’t allow you access to your social media sites. Social media websites such as Facebook will give you the option to schedule marketing material posts at specific times throughout the day, week, month, and year: it is in your small business’ best interest to take advantage of these calendar systems.
With these tips firmly implanted into t he DNA of your small business’ marketing campaign, you should be well on your way to creating marketing materials which will stand out from your competition while also standing the test of time. Remember, the most vital things to take away from these tips are the customer-focused germination of these ideas, as well as strong design aesthetics. With these two thoughts in mind: your marketing materials will have the potential to truly stick in peoples’ heads. And when that happens, it won’t be long before they are metaphorically busting down your small business’ doors!