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The Kong Academy provides actional hints, tips and guides to making the most of your eCommerce store.

Marketing Collateral for your eCommerce Business

Kong Academy - How to sell online

Here we take an indepth look at particular topics of interest to beginner and established webstore owners.

Marketing Collateral for your eCommerce Business

Julian James

Whether you’re running an eCommerce business or a bricks-and-mortar one, marketing collateral is essential for getting the word out about what you do – and underscoring the professionalism of your brand.

Marketing collateral is a collection of documents and materials that are used to help provide information about your business as a whole, as well as about what you’re selling. Thank of it as the support team behind your sales efforts – it’s the “proof” that backs up your claims about what you do and why you do it.

The scope and audience of your marketing collateral will vary – some types are crafted for your customers, others for your suppliers, and others again for the press and media – but having a considered selection of key materials at hand will help you put your business’ best foot forward.

Business cards

A must-have in any line of business, a great business card captures the identity of your brand while providing essential information about your company in an easily digestible format. Include your business name and logo, site address, email, phone number as well as a contact name.

With Moo you can upload a design or use one of their templates to create great quality business cards.

Product sheets

Product sheets that summarise your key products and services should form a key part of your marketing materials. The aim of these sheets is to give your customers a reason to buy your product – so ensure that they include everything needed to help your buyers make an informed decision.

Include your basic company details, a product overview, high-res product images, the unique selling proposition of your product – ie, what sets it apart from the rest – features and specifications, social proof, pricing and order details and contact information.

Tip: The content on your product sheets can be repurposed to form compelling product descriptions.

Graphics, logos and letterheads

Having a cohesive and ready-to-go set of branding and identity elements will both save you time and give you a professional edge. 

Develop logos, wordmarks, preferred fonts, letterheads and labels, and keep them together in a readily accessed spot such as a Dropbox folder. Having these handy will let you promote a coherent brand identity while also ensuring you have the assets you need to whip up additional materials at short notice. 

Tip: keep vector versions of these elements handy so that they can be resized or changed without a loss of quality.

Company fact sheet

Handy for when the media comes calling, a company fact sheet provides a succinct comprehensive overview of who you are, what you do, and the key facts, figures, and personnel behind your business.

The aim of a fact sheet is to make it easier for a journalist or blogger to writer about your company, so ensure that it answers any basic or frequently asked questions about your business.

Be sure to include a one paragraph “boilerplate” description of your company to be used in promotional articles as well as in media releases – very often media representatives will simply cut and paste these unchanged into an article.

A customer or client list

Reviews and testimonials are one way of developing social “proof” for your business, and a solid list of well-known customers or clients is another.

If you count an influential person or company among your customers, be sure to highlight this – both on your site and in any print marketing materials.

Make it a habit to seek customer testimonials, especially those that demonstrate measurable results or quantitative impact, and highlight these alongside your customer list for added effect.

Videos

Videos are a highly shareable, engaging way of building and promoting your brand.

They can be used for testimonials, product demos, interviews, how-tos, and even as general sales tools, and can easily be collated on your YouTube channel or used on your store. They can even be embedded in other materials such as digital product sheets for greater impact.

Tip: If you’re hosting videos externally, link them back to your store for a traffic boost. 

A press kit

Combining aspects of the above, a press kit is what it sounds like – a tool you can distribute to journalists, bloggers and the like who might be interested in profiling your company or your products.

In preparing your press kit, pull together your various marketing collateral, as well as any positive media coverage or awards, and update it as new developments occur.

Make it available in .zip format or via Dropbox, and have it ready to send out to requesting media when launching a new product or attending key events.

Having a kit handy will ensure that requesting media have any pertinent information needed to show you and your business in the best possible light – and will save you from scrambling to put together materials at the last minute.

Putting it out there

Developing high quality, relevant, effective and on-brand marketing collateral is a great way to underscore your brand’s identity and products’ visibility, but getting your materials out there is key.

Strive to actively distribute your marketing collateral by making it available online and sharing it with influencers who will in turn pass it along, expanding your reach – and boosting your sales.

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