Strong business marketing materials are among the first sales tools that you'll buy when launching a new company. These items help you connect with customers, close sales, and effectively promote your business. You'll find a seemingly endless range of marketing strategies available to you, all of which require time and money to work with. Make sure you're funneling your funds toward the right items. Start your business marketing with these five essential tools.
1. Business Logo
Your business logo is one of the first things you should establish when you're starting a new company. This iconic image will become synonymous with your products and services. Carefully choose colors, typography, and imagery that suit your niche. For example, the color red stimulates the appetite, which is why it's often used in branding for snacks, beverages, and fast food restaurants.
Your logo will appear on nearly all other marketing materials, so you should choose something simple, eye-catching, and memorable. Your logo can serve as the crucial element that helps the customer connect your store signage to the ad they found in their mailbox. Craft a business logo you want to live with for a long time, as rebranding can cause you to lose customer loyalty. Make sure this staple marketing tool is built to last.
2. Business Cards
Business cards are a time-tested communication tool that continues to perform well, even in today's digital age. Print business cards for any employee that has direct interaction with customers.
Online communications can't compare to the impact of a face to face conversation. Having a business card in hand shows that you're well-prepared and easily accessible. Handing out business cards is quicker and more efficient than pulling out phones to exchange information, particularly in a busy environment such as a trade show.
Design cards that are sleek and distinctive. Avoid information overload and only include business basics, such as a company name, website, and contact information. Individual names aren't always necessary, particularly if you're promoting a small business. Getting the name of your company out is sufficient, and a generalized approach will make it more affordable to order significant stock of a single design.
3. Company Website
A company website is essential for any modern business. With 87% of shoppers starting their product search online, you'll miss out on a significant number of opportunities if you don't have a presence in the digital landscape. Even if you operate primarily out of a brick and mortar location, a website is still important for directing traffic to your store.
Use your website to advertise sales, explain your services, highlight key product features, offer store hours, and provide directions. You can also use your website to establish thought leadership in your industry. Build a blog that highlights your industry expertise and you can become a trusted resource for tools and information related to your trade.
4. Postcards and Flyers
Printed marketing materials like postcards and flyers are a surprisingly effective tool, particularly for small business owners catering to a local audience. Direct mail has a higher response rate than any other type of digital marketing including email, social media, and paid search, performing roughly five to nine times better than these online options. Use these printed materials for:
- Sending coupons
- Advertising new store locations
- Detailing sales
- Highlighting new products and services
- Introducing a new business
- Explaining seasonal offers
Personalize your direct marketing whenever possible. Materials with the recipient's name get a higher response rate than generic mailers. You can also design postcards for specific types of customers such as frequent shoppers versus new clients. A thank-you postcard after a new patient's first visit can make a great impression, and personalized offers show that your staff members are paying attention to what customers want.
Brochures provide an in-depth look at your products and services. This is a great tool to enhance face-to-face small business marketing. You can deliver your elevator pitch, then offer a brochure to continue the conversation at your customer's convenience. Verbally highlight the key points of your offerings and leave your custom marketing material to do the rest. A brochure can provide the exact prices, percentages, and statistics that customers will want to refer back to.
Brochures are also the ideal spot for glossy photos and important visuals. A brochure for your apartment complex can outline floor plans. Brochures for house painting services may show the difference in various finishes. Use this tool to offer valuable details that supplement your verbal pitch.
These marketing materials will help you connect with customers online, in person, and via their mailbox. Stock up on carefully designed items that detail all the best features of your business. With these tools in hand, you can promote your small business quickly and effectively, making key connections with the customers that matter most.