Types of Marketing Collateral Design for SaaS Companies

Did you know that advertising on the Las Vegas Sphere costs around $450,000 – $650,000 a day?

Luckily, placing a video on the sphere isn’t the only way to effectively get your business across to potential customers. There are plenty of marketing collateral types to boost brand visibility and awareness, each requiring a specific investment for any budget.

In this article, we’ll explore the best practices of marketing collateral for SaaS businesses you should follow when creating your own marketing collateral campaigns.

What is marketing collateral?

Marketing collateral is the collection of digital or printed assets that communicate a company’s message, products, or services. Using various types of marketing collateral like websites and advertisements can help businesses deliver their message to win over potential customers.

Even though it’s similar to branding collateral, such as logos, slogans, and mission statements that define a company’s personality, marketing collateral consists of materials and tools used to execute marketing strategies and achieve your business goals.

Why SaaS businesses shouldn’t overlook marketing collateral 

Many companies tend to underestimate the power of marketing collateral due to misconceptions about its cost or relevance. However, it plays a big role in storytelling and ensures that your brand’s message won’t diminish and be forgotten.

It also helps standardize sales pitches and is adapted for many sales scenarios. For example, a well-designed online brochure can be an attractive email attachment. Besides that, marketing collateral can guide sales conversions, making it easier for the sales department to communicate effectively with your potential customers. 

4 Best types of marketing collateral for SaaS companies

Digital marketing collateral helps engage and inform your visitors on their journey throughout your sales funnel. Here are the four main types of marketing collaterals that your business can use to capture and convert leads:

1. Blog posts

Blog posts drive organic traffic to your landing pages and conversion points while increasing your brand’s awareness and values among customers. Whether developing a position or creating copy on external websites, blog content is crucial for attracting new clients.

In fact, 55% of marketers consider blog content as a top priority for their content marketing strategy. Here’s how you optimize your blog posts:

• Connect with your target audience – Research topics your visitors will likely be interested in, the problem they’re trying to solve, and the tone that resonates with them. Add visuals that will attract and support your message effectively.
• Be consistent – Write and post regularly, ensuring the content matches your brand values. Then, publish it across all other channels.
• Stay relevant – Conduct market research to keep up with changing consumer preferences, behaviors, and pain points, which you can discuss in your content. Also, implement your knowledge of the wider trends of your industry and technology.

2. Web pages

Whether it is a homepage, pillar landing page, or Contact Us page, your web pages are primary elements in communicating with your target audience. They drive conversions and extend brand awareness by informing visitors of your brand and what you offer while providing options for visitors to interact with you.

Here are ways to optimize your web pages:

• Research your audience – Analyze the content ranking for your targeted keywords to discover what your audience hopes to find.
• Focus on user experience (UX) – Design and create an easy-to-use and streamlined UX to minimize friction in the conversion process.
• Show your unique value proposition (UVP) – Showcase what makes you unique to your audience to set yourself apart from the competition through your messaging and visuals.

3. Videos 

Video marketing is evolving, and according to HubSpot stats, 33% of marketers plan to invest more in short-form content for social media reels. In addition, more consumers favor short-term videos as they consider them more engaging than longer ones.

Whatever your video type, they can help elevate your business by explaining its solutions while improving your target audience’s engagement. Utilize your videos online by:

• Focus on storytelling – Connect with your audience deeper by sharing your brand’s story and mission in a way they can empathize with.
• Be accessible – Create video content for every device, especially on mobile, and ensure it meets all accessibility standards.
• Prioritize engagement – Captivate your visitors immediately with attractive thumbnail images and engaging hooks in your titles and video openings to ensure they won’t skip or abandon your video.

4. Emails 

Email marketing can offer businesses returns on investment (ROI) of up to $40 for every dollar spent.

Providing more personalized, conversationalize emails that include brand elements like logos, color palettes, and social proof can help increase brand recognition and click-through rates for your bottom-of-funnel sales.

Optimize your emails by: 

• Adding personalized content – Use newsletter tool features by coding your mailing list receiver’s first names into your email copy to capture their attention within their inbox.
• Test your results – A/B test your emails by sending separate campaigns to fractions of your mailing lists while tracking open rates and conversions to find out which emails offer the best results for your brand.
• Add call to actions (CTAs) – Give an action to your visitors to continue their journey into discovering your brand and its products or services through a blog, landing page or contact form.

Key Takeaways 

From blog posts and case studies to adding videos and optimizing emails, every marketing collateral serves a special purpose and offers different benefits for incorporating design elements.

Designers should use visual elements in marketing collaterals, as these complement and enhance content. Whether you have a stellar in-house team or are looking to use external marketing services, understanding the unique strengths of every collateral marketing type can significantly enhance your SaaS business.

Even though we’ve covered a broad range of marketing collateral types, many other elements play a crucial role in a comprehensive marketing strategy, including:

• eBooks
• Webinars
• Product catalogs
• Press releases
• Testimonials
• FAQs
• Social media posts and more

These additional forms of collateral provide their own opportunities for an impactful design. By elevating a diverse range of marketing collateral, your business can build a more effective and detailed marketing campaign that connects with your target audience.