A lot of companies we see have created brochures, folders, and other collateral pieces years ago. They’ve kept them “updated” by changing the text or swapping out colors. But they haven’t taken the time to start over on their marketing assets and really think about what they need.
The biggest culprits here are usually B2B companies. B2C companies have been forced by consumers to stay more current by incorporating video, infographics, and other fresh media. But B2B’s seem to stick with stale offerings for some reason.
Your marketing portfolio is like a financial portfolio. Its worth is determined by the value of the assets it contains. Here are some tips to help you take a fresh look at your marketing portfolio (aka sales materials).
Consider your assets from a blank slate.
Don’t look at what you already have and start with the question of how to repurpose it. Assume you have nothing. Start from there, and ask yourself “What would have the most impact?”
Talk to your folks on the ground.
Many times your sales staff have a lot of great ideas about what would help them be most effective. Give them the chance to talk about it and encourage that feedback continuously. They’re your closest touchpoint with your customers.
Think about your product.
What are the barriers to entry for a client? Let’s say you sell extremely complex technology and sometimes your clients fear it’s too cumbersome. Well, say the opposite with your marketing materials. Create videos to visually explain your product in easily digestible pieces. That’s better than handing them a 30-page brochure you made 15 years ago and saying “Hey, just read this a few times and you’ll totally get it.”
Remember, sometimes the media is the message. If you want to convey the image that your company is changing with the times, you can’t hand clients a 3-panel pamphlet. You’ve got to utilize what digital has to offer and take your assets to the next level.
Ask for help.
Sometimes you’re too close to the fire to take an objective look at your sales process or marketing assets. Get outside opinions, talk to your clients, or employ a marketing firm to provide an outside perspective.
Then, in a year from now, start over with this process. You won’t always have to scrap your current materials and start from the bottom. But you may find that when you look at it more often, you can make smaller, more frequent updates to keep your marketing assets and sales materials current. Investing the time in a complete overhaul now will pay dividends in ROI for the future.