Marketing Collateral: Definition, Types, and Tips

It can be hard to decide where to start when it comes to creating a marketing strategy for a new business. With so many different types of marketing collateral available, it can be hard to keep track of all of them. In this article, we’ll talk about the types of marketing materials that every business should have, as well as the resources that would be ideal to create them.

You have the best business idea in the world. There are low production costs, demand is high, and nobody else is taking your market niche. Unfortunately, due to a curse that dates back 1,000 years, you can't use words or images to describe your company or product. This situation shows the importance of marketing collateral, which is vital for businesses to reach their goals. So, let’s understand more marketing collateral.

What is Marketing Collateral?

A wide variety of media, including print and digital, are used to support the sales of a product or service. In the past, marketing collateral was mainly used to explain the various advertising materials that are attached to a sales support tool, such as catalogs and brochures. Nowadays, this term is commonly used in digital marketing.

When a client signs a contract with a brand or organization through an advertising or digital marketing campaign, marketing collateral is utilized. It can be used alongside the main campaign or after the campaign has already been completed. It typically includes a call to action or a detailed explanation of the product being advertised. The goal of this strategy is to provide the client with compelling reasons to make a purchase.

Types of Marketing Collateral

In this section, we’ll talk about the essential marketing collateral that every business should have. Whether you’re a small or large company, these are the pieces that will help you market your business.


One of the most important elements of any business’s marketing collateral is a logo. It should be designed to represent the essence of your company and appear on all of your materials. Before you start working on a logo, make sure that it fits your brand's personality and purpose.

Mission Statement

Your brand's mission statement is one of the most important elements of its identity. It should focus on the value that your company brings to the table and how its work can make a difference in the lives of your customers.

For instance, if TED is an organisation that promotes ideas, it doesn't focus on bringing people together at its events. Instead, it aims to spread them. Its mission statement should encompass a larger picture.


Although not all types of marketing collateral will be digital, you still need a website. Whether you’re selling products or services, a website is very important for any business.

Although a basic website provides important information, it should also be optimised for search engines and other marketing strategies to convert leads into customers and generate more sales. This is often the goal of website optimisation. There are many areas of potential growth that can be achieved through this process.

About Us Page

Your website should be designed to work seamlessly with your business model. It should also be able to generate leads online, and it should have a system that enables you to sell products online. However, if you’re a small business owner, you might only require a simple website. One of the most important factors that businesses should consider when building their website is having a clear, concise, and engaging page.

Social Profiles

Setting up multiple social media profiles for your target audience is very important. Some of the most popular platforms include YouTube, Instagram, and Facebook. However, it’s also possible to use lesser-known networks such as Reddit and Quora. Before you start creating a social media profile, make sure that you thoroughly research each platform. Having a well-designed and informative profile will help you get more exposure online.


People will see your business listings if they're looking for them on platforms such as Google, Facebook, or Angie's List. You should make sure that they're getting the correct information, as well as review and monitor your listings online.

Tips for Creating Effective Marketing Collateral

One of the most critical factors that any company should consider when it comes to marketing is the creation of marketing collateral. Here are six simple steps that will help you create effective collateral for your business.

Identify your Goals

Marketing collateral can be used for various purposes, such as generating leads or promoting an event. Some types can be used for lead generation, while others can be used for promotion. For instance, an email or a direct mail piece can be ideal for generating leads, while a white paper can help you educate your audience about your company's new product. Another way to think about it is how your materials can help solve a particular problem. For instance, if your customers have a problem with a particular service, consider creating a set of infographics that can be distributed across multiple marketing channels.

Research your Audience

Your target audience's media consumption habits can be analyzed to determine which marketing channels they prefer to engage with. For instance, active social media users might benefit from utilising online marketing collateral, such as case studies or videos. Your audience's decision drivers and needs can also inform the design and messaging of your assets.

Reinforce your Brand Identity

Although marketing collateral lets you mix and match your visual elements, it also helps reinforce your brand's identity. To ensure consistency across all of your materials, you should regularly review your brand guidelines.

Connect Marketing and Sales Efforts

Although your marketing team will most likely be involved in creating promotional materials, what about the sales team? An effective marketing plan considers how each piece of collateral can help generate leads, engage potential customers, and close sales.

Get Creative

Unobtrusive collateral can be used if you follow your brand guidelines. For instance, if you own a kombucha company and want to give away koozies or coasters featuring your contact information and website, this can be a great way to experiment. You can also interact with your target market by creating a blog post that features a combination of astrology and kombucha flavors.

Remember the Big Picture

The majority of your marketing efforts are represented by your digital and print marketing collateral. Regularly review and improve the effectiveness of your marketing strategy and collateral library.


The use of marketing collateral can help businesses quickly communicate the various advantages of their products and services to potential customers. It can be used in a way that is visually compelling and can influence how a potential customer interacts with the company. For instance, a brochure or business card can be the first step in establishing a connection with a potential client. In addition to being able to communicate the company's message, marketing collateral can also help build credibility by making a good first impression.

Updated on: 10-May-2023


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