The Australian economy has taken a monumental blow in recent weeks, with the fallout from the ongoing coronavirus pandemic placing immense financial strain on companies across the country.
Due to the existing business climate and, more specifically, its incredibly volatile state, many organisations are looking to cut costs. This is, for many, being done in a bid to preserve the long-term viability of their company.
Demand for products and services has plummeted across sectors, with two-thirds of Australian companies experiencing devastating losses in revenue. These financial shortcomings have, of course, been reflected in the way organisations are managing their funds.
Many businesses are now taking a step back from non-essential costs and, instead, prioritising those that have been deemed absolutely vital to their day-to-day operations.
For a large number of B2B companies, this has translated into fewer leads and, in some cases, existing clients either cutting back on or completely discontinuing their work with your business.
With this in mind, if you have a bit more extra time on your hands than usual at the moment, figuring out how exactly to spend it might be difficult. There are, however, numerous ways you can keep yourself (and your employees) busy if work is slow, helping you get ahead for when business takes off again.
Creating an exceptional collection of B2B marketing collateral is just one way you can use this time to prepare your business for success.
The Value of Brilliant B2B Marketing Collateral
If you’re questioning whether it’s really worth investing your time in B2B marketing collateral, it’s definitely worth considering the value such material can offer your business.
For starters, B2B marketing collateral can assist you in building up a diverse range of new value-driven resources and the like, which can be shared with your existing and future clients. This can be an incredibly effective way to keep customers engaged, providing them with access to a broad range of relevant information, all of which is presented in different, interesting ways.
In addition to this, it’s a great tactic for establishing your business’ credibility in your sector. The creation of various types of B2B marketing collateral gives your company the opportunity to effectively demonstrate your team’s expertise and depth of industry-specific knowledge. This can, of course, help you attract and retain more customers who appreciate the unmatched value that comes with an expert understanding of your field.
In some cases, your B2B business’ offering may be particularly complex. Because of this, the average person may struggle to comprehend various technicalities at the core of your product or service. However, marketing collateral gives you the means to explain different elements of your offering in simple terms. While this, again, conveys your expertise, it also helps to educate consumers. This, in turn, can help you differentiate your product or service from that of your competitors, all the while helping individuals understand why exactly your offering is the ideal solution for them.
Types of Marketing Collateral to Try
Your B2B company’s unique business context, priorities, preferences and goals will likely dictate the types of marketing collateral you decide to produce.
By building a deep understanding of your desired audience, you can ensure that the content you’re putting out is highly targeted, applying a distinct tone and covering carefully selected topics that will be of interest to your market. Of course, it’s a good idea to establish what types of information will be best suited to reaching your target audience in meaningful, memorable and valuable ways before investing in marketing collateral.
There’s a wide variety of printed and digital B2B marketing collateral that you may decide to give a try, such as:
- Corporate Brochures
- Case Studies
- Clients Testimonials
- Regular Blogs
- Email Newsletters
- eBooks and Downloadable Guides
- Product Catalogues
- Audio-Visual Content
It’s also worth keeping in mind that, when you’re creating B2B marketing collateral, consistent branding across all of the material is crucial. This will assist you in reinforcing your brand messaging, while also helping you present aesthetically pleasing content that’s enjoyable for users to consume.
Get Started on Your B2B Marketing Collateral
Interested in creating brilliant marketing collateral for your B2B business? Our team can help. With extensive experience in B2B marketing, we have the expert skills and knowledge to help you build a collection of engaging, value-driven B2B marketing collateral. For more information, get in touch with us today.
From all of the team at the Lead Agency, we hope you stay safe and healthy during these uncertain times.