Hurray! You’ve developed an app that revolutionizes how people learn languages, track wellness, or do business. Now, it’s time to get the word out. As an app developer or business owner, figuring out the best way to get your app in front of customers can be daunting.
Different physical and online marketing collateral can create and increase visibility for your app. The problem is knowing the right one for each stage of the customer journey. In general, people go through stages before they’re ready to buy – awareness, consideration, and conversion. At each stage, the right piece of marketing collateral helps prospects decide to become your customers or app users.
This post will explore eight types of marketing collateral for your mobile and web app promotion.
What Is Marketing Collateral?
Marketing collateral refers to physical and digital materials that promote a company’s brand, product, or service. The goal is to influence buyers to make favorable purchasing choices. That means your app logo, which builds brand awareness, is one type of marketing collateral. So is your eBook that educates leads.
Physical collateral examples are product catalogs, displays, and printed promotional materials. Examples of digital assets are banner ads, case studies, and digital tools (e.g., ROI calculator).
Different types of marketing collateral serve separate purposes, depending on which stage of the marketing funnel leads are in.
- At the top of the funnel, prospective customers become aware of the brand as a possible solution to a problem. Show them what your app has to offer.
- In the middle of the funnel, prospects engage with the brand to learn how you can help them solve their problem. Earn their trust with valuable insight.
- At the bottom of the funnel, leads are ready to purchase. Give them reasons to choose your app over your competitors.
Videos drive 65% of internet traffic, making them excellent marketing materials for prospective clients in the awareness stage.
On the other hand, social proof, like reviews and customer testimonials, drives activity at the bottom of the sales funnel by giving leads the push they need to commit.
Different types of marketing collateral aren’t just aides for a sales team. They can also drive customer loyalty or improve employee morale. For instance, a repeat customer or high-performing worker would feel appreciated and valued when rewarded with exclusive branded swag.
8 Essential Marketing Collateral for Promoting Your App
There are many types of marketing collateral to choose from for your app, with more popping up daily. Below are the essential assets you can consider:
1. Blog Posts
Blog posts are popular marketing assets – whether on your company website or as guest posts on other sites. 80% of companies use them to promote products and services.
Blog posts are versatile in terms of use. You can use them to increase brand awareness, educate potential buyers, and, with the right call to action, convert leads. Leverage AI tools to speed up the process, but be aware of the risks of AI tools and have countermeasures in place to address them.
2. Business Cards
Business cards are handy for collecting leads or connecting with investors at workshops, seminars, or conferences. They leave the lines of communication open between you and your customer base long after the event. The virtual version – an e-business card – enables easy sharing of contact information with both offline and online leads. It allows you to share everything from your name and email to your social media links digitally without incurring hefty paper printing costs. Tools like Uniqode offer options for creating customized and interactive e-business cards that can be easily shared and accessed digitally.
3. Email Newsletters
Email newsletters are one of the most cost-efficient ways to reach your target audience. They’re as versatile as blogs, allowing you to nurture and convert leads. Email newsletter software lets you get the most out of your email marketing campaigns by automating and personalizing email creation and distribution. Moreover, you can track essential performance metrics like open and click-through rates.
4. Infographics
Humans are visual creatures. Creating valuable content with visual elements increases engagement and boosts brand recall, leaving a lasting impression on customers. Infographics allow you to present complex information in a visually appealing and easy-to-understand format.
See the example below.
The infographic details the prevalence of apps. The reader can consume the research data in a simple and digestible format.
5. Landing Pages
Landing pages are critical tools in a digital marketer’s toolbox. They are where potential clients land when they click a marketing link. Their singular mission is attracting and converting target audiences. Every element on the page drives this goal.
There are millions of apps on Google Play and the App Store. Landing pages drive targeted traffic to your app on these distribution channels.
6. Press releases
In the age of social media and direct communication with customers, press releases are still important marketing assets. Why? Audience reach and credibility. Press releases get media coverage for your app launch, increasing brand awareness among the general public. They also boost your brand reputation with valuable backlinks to your website or an upcoming event landing page.
7. Social Media Posts
Your target audience is likely part of 5.07 billion social media users. Social platforms give businesses a fun way to reach and connect with a wide audience. Unlike traditional types of collateral, social media fosters customer engagement, which drives loyalty and business growth.
The best social media platform depends on your target audience’s preferences. You don’t want to market on LinkedIn if your potential app users congregate on Instagram.
8. Webinars
Webinars are excellent middle-of-funnel assets. During the consideration stage of the customer journey, leads explore products in detail and compare a brand’s solution with competitors. Live or pre-recorded webinars allow you to share video-based content that educates potential customers and positions you as an industry authority. They also put a face to your app, enabling deep connections with target audiences.
Conclusion
The use of marketing collateral isn’t new. However, evolving technology and customer trends affect how customers respond to different promotional assets, making it hard to know where to invest your time, money, and marketing effort for your app.
Hopefully, this post has made the marketing and sales process easier by shedding light on the must-have marketing materials.
While this list mostly consists of digital marketing collateral, we recommend a mix of online and print materials to capture, nurture, and convert potential customers. Physical assets leave lasting impressions, while digital collateral makes performance tracking easy.