For any lawn care or other business, their marketing materials should never be limited to conventional outbound advertising. Capturing the attention of your visitors is one of the battles you will face, and a defining moment to whether you will make sales or not. For your business to thrive, you need to have materials to show that you can walk the talk.
Marketing collaterals refer to media or marketing materials that are typically more informative than conventional advertising. They are normally designed to show authority, establishing legitimacy, and building trust with prospects to close sales without any issues.
At its foundation, marketing materials present a way of letting your prospects understand that you know what you are talking about. They are never flashy or conventional advertising. In creating these marketing collaterals, your priority is not to capture attention, but to retain and enhance it.
In most cases, prospects who are looking at your marketing collateral will be curious about your company. They may not be intimately familiar with what you offer, but the information they get from these materials will help them develop a better understanding of your offerings. When done right, the informative nature of the format will separate you from the competition as it showcases your understanding of your industry and the space you command.
In all your marketing materials, you need to be solely dedicated to talking about your products and services you sell. When prospects are deciding to buy, you will not just be considering what to sell, but you should consider your company as a whole. They want to know they will be taken care of by a competent, capable and knowledgeable organization that they can trust to address their issues and problems.
There are different types of marketing collaterals businesses can use;
Providing good marketing collateral is a matter of consistently providing value to your customers. One of the best places to create and promote such is on blog posts. Blogs will allow you to consistently supplement your sales efforts with helpful insights and audience engagements. Blogs will also help you drive traffic to your website and generate leads through actionable advice, expertise as well as entertainment.
Testimonials are essentially condensed scalable case studies. You need to understand that prospects do not have time or interest to delve into full-on case studies. If you want to reach them, you must provide short and amazing content, and one way to do that is with the use of testimonials. Ensure your testimonial is visually engaging and established the person who provided the quote. Ultimately, a good testimonial should help in projecting the company’s legitimacy, while at the same time inspiring potential customers to further explore the product on offer.
Ebooks also present a good way of showing your authority in the industry you are involved in. eBooks tend to be longer and more detailed as compared to blog posts. They are also less snackable than typical blog content. They are the kind of marketing collateral that attract prospects with a vested interest in your industry.