Focus your marketing with cohesive materials.
Anyone can make an ad, but making an asset that connects with a customer is another matter. From emails and online ads to printed marketing materials, you’ll need multiple touchpoints to move customers to action. Consistent marketing efforts with constant quality are crucial to ensure that you reach your audience regularly, moving them down the customer journey towards a sign-up or purchase. Brand consistency in marketing can lead to an average revenue increase of 23 per cent.
It’s not, “If you build it, they will come.” It’s what you say and how you say it, woven together as part of a larger brand image to make sure your customers come to you. Establishing your brand identity — a crucial step for producing consistent creative assets — will ensure your marketing materials work together to help inform your audience, build your brand, grow sales and customer loyalty and strengthen the reputation of your organisation.
Make marketing materials that drive sales.
What to create begins by outlining your marketing strategy to decide the best path forward. Investigate what materials connect best with your audience. You want to craft materials that aren’t only on-brand but that also provide the kind of information that builds trust in your customers, making it easier for them to support your business.
The Balance recommends small businesses use different materials for different tactics: brochures educate people on more involved services; easy-to-read postcards deliver information fast; short videos are perfect for sharing on social media; and lead-nurturing email campaigns can be easily automated. They list five important questions to ask about any collateral you create to ensure it’s effective in converting customers:
- Does it explain the nature of the product or service and its features?
- Does it explain how your business is different from competitors?
- Was it written with your specific target audience in mind?
- Is it friendly and extroverted, persuasive and uncluttered and easy to understand?
- Will it pique customer interest and showcase the benefits you have to offer them?
Explore your promotional material options.
There are countless types of marketing you can execute. Finding a platform like Adobe Creative Cloud for teams will allow you to explore — and master — different marketing mediums, adjusting what you create as market conditions demand.