In a modern business world where social media, mobile websites and video content are the new normal, does the traditional marketing brochure still matter?
The answer? A resounding YES! Marketing collateral still serves an essential purpose and is a key component of a well-rounded marketing strategy, especially in professional services. Sure, the modern channels for online marketing are important. But to disregard the value that traditional marketing collateral brings to your business development process is a huge mistake.
Here’s why marketing collateral still matters:
1. It establishes credibility.
Marketing collateral offers a tangible representation of your firm and often establishes the first impression a prospect has of you. A prospect may glance over your collateral and, within moments, decide whether you are a credible and qualified service provider.
You may have made significant investments in your website and online presence, but if you have sub-par marketing collateral—or have no marketing collateral—it could impair your chances of winning over the prospect.
2. It boosts your brand.
Marketing collateral is often the first opportunity you have to help shape a prospect’s perception of your firm. Your collateral should help to build and maintain your brand. Is a prospect going to read every word? Probably not. But good marketing collateral will make an impression and carve out real estate for your brand in the prospect’s mind, even if the prospect only looks at it for a few moments.
3. It explains your services.
In professional services, we sell something much more complex than, say, office supplies. Our “goods” require a high degree of education, training, knowledge and experience.
Marketing collateral helps to clearly communicate to prospects the key features and benefits of your services (i.e., the value of what you do) to an audience that may not know the ins and outs of what you offer. It helps to demonstrate how your services will solve a problem and/or make the prospect’s life easier.
4. It gives your sales team confidence.
Your doer-sellers need tools if they’re going to be effective. Marketing collateral gives your doer-sellers the resources—and comfort—they need to be effective in sales meetings or with follow-up activities. Printed or printable marketing materials are ideal for face-to-face networking or meetings.
5. It serves as another touch point.
We all know that the sales cycle in professional services can be lengthy, and it takes time to earn like and trust before winning business. This means your pursuit strategy should consider many different points of contact, of which your marketing collateral should be one.
While the sales process has changed drastically over the last decade, marketing collateral remains one of the best channels to communicate information about your firm and your services. Don’t overlook the value that marketing collateral brings to your marketing and business development efforts.
Need a tool to manage your marketing materials and make them accessible to your doer-sellers? Schedule a demo with us to see how POUNCE can help you keep your marketing materials organized and accessible in one central location.