Written ideas for a startup plan on paper next to an apple laptop.

Marketing Collateral for Small Businesses: A Comprehensive Guide

Read time: 5 minutes  |  Author: Todd Williams  |  Posted: March 27th, 2023

Marketing collateral for small businesses is a crucial to promote products or services to potential customers. It can be anything from brochures and flyers to business cards and social media graphics. However, creating effective marketing materials can be challenging for small business owners who may not have a background in design or marketing.

In this article, PRI Graphics & Signs’ marketing professionals will provide tips and guidance on how to create effective marketing collateral for your small business.

Table of Contents:

Headshot for PRI Graphic's customer service rep, Jessica.

Find out how our Phoenix Printing Company can
Put Your Creative Ideas
to Work in a Big Way!

PRI Graphics & Signs

Contact Our Print Professionals
Email Usor Call:+877-409-8889

Define Your Brand and Target Audience

Defining your brand and target audience is a fundamental aspect of creating successful marketing collateral for small businesses. By understanding your brand identity, including its unique selling proposition (USP), values, and personality, you can develop a consistent and authentic brand image that resonates with your audience. This, in turn, helps you create marketing materials that speak directly to your target audience’s needs, preferences, and pain points. By tailoring your messaging and design to your audience, you can create collateral that aligns with your brand and drives engagement and sales. Ultimately, this approach helps you build a strong and recognizable brand image that fosters trust and loyalty with your customers and also gives you a better understanding of your customer’s wants and needs.

Choose the Right Format

Once you have a clear understanding of your brand and audience, you need to choose the right format for your marketing collateral. The format will depend on your goals, budget, and the channels you plan to use to distribute the materials. For example, if you’re attending a trade show, you may want to create brochures or flyers that highlight your products or services. If you’re using social media to promote your business, you may want to create graphics or videos that capture your audience’s attention. It’s important to keep in mind that different formats have different advantages and limitations, and choosing the right one can have a significant impact on the effectiveness of your marketing collateral. It’s also a good idea to test and measure the performance of your materials to determine what works best for your audience and adjust your strategy accordingly.

Use High-Quality Images and Graphics

Visuals are a crucial part of marketing collateral, and using high-quality images and graphics can make a significant difference in how your materials are perceived. If you’re using images of your products, make sure they’re well-lit and in focus. If you’re using stock images or graphics, choose ones that are relevant to your brand and message. Avoid using low-quality or blurry images, as they can make your materials look unprofessional. When designing materials for print, it’s always best to use vector graphics when possible and design within a CMYK color space. This way, your designs will print more accurately to any brand standards you may be using and will also contain the quality needed to print at any size.

Check out this article to understand more about the difference between raster and vector graphics.

Blue background with the words "keep it simple" next to a lightbulb graphic.

Keep it Simple and Clear

When it comes to creating marketing collateral, less is often more. Keep your message simple and clear and avoid cluttering your materials with too much information or design elements. Use headlines, subheadings, and bullet points to break up text and make it easier to read. Avoid using jargon or technical language that may confuse your audience. By simplifying your marketing materials and making them more accessible, you increase the likelihood that your audience will engage with and understand your message. Again, don’t forget to remember, Less Is More.

Make it Memorable

Making your design memorable is an important aspect of creating effective marketing collateral for small businesses. Memorable designs help to capture the attention of your audience and make a lasting impression that helps to reinforce your brand message. To make your design memorable, it’s important to use creative and attention-grabbing headlines and design elements. This can include using bold typography, unique graphics, and eye-catching color schemes. Consider using humor or storytelling to make your materials more engaging and memorable.

It’s also important to ensure that your materials are consistent with your brand identity and message. This means using colors, fonts, and imagery that reflect your brand personality and message. By maintaining consistency across all of your marketing materials, you can help to reinforce your brand and make it more memorable to your audience.

Get Feedback and Test Your Materials

Once you’ve created your marketing collateral, it’s essential to get feedback and test your materials before distributing them. Ask friends, family, or colleagues to review your materials and provide feedback on the message, design, and overall effectiveness. Consider conducting A/B testing to compare different versions of your materials and see which ones perform better. Use the feedback and results to refine your marketing collateral and make it more effective.

Various people standing side by side holding chat bubbles in front of their face.

Key Takeaways

    • Define your brand and target audience before creating marketing collateral.
    • Choose the right format for your goals, budget, and channels.
    • Use high-quality images and graphics to enhance your materials.
    • Keep your message simple and clear, and avoid cluttering your materials with too much information or design elements.
    • Make your marketing collateral memorable with creative and attention-grabbing headlines and design elements.
    • Get feedback and test your materials before distributing them to refine their effectiveness.

Tips for Designing Marketing Collateral for Small Businesses

In addition to the above guidelines, here are some tips for designing marketing collateral that stands out:

    • Use contrast to create visual interest. Pair light colors with dark ones and use bold fonts with more subdued ones to make your message stand out.
    • Choose a color scheme that reflects your brand personality and message. Use colors that evoke the emotions and feelings you want your audience to associate with your brand.
    • Use white space strategically. White space is the empty space between design elements, and it can help guide the eye and make your materials more visually appealing.
    • Use typography to reinforce your message. Choose fonts that reflect your brand personality and message and use them consistently across all your materials.
    • Use design elements that are relevant to your brand and message. For example, if you’re a food business, you may want to use food-related images and graphics in your marketing collateral.

By following these tips, you can create marketing collateral that not only communicates your message effectively but also stands out and leaves a lasting impression on your audience.

Take advantage of our design templates.

Group of people discussing work at a conference table.

Final Actions

Creating effective marketing collateral is essential for small businesses looking to promote their products or services to potential customers. By defining your brand and target audience, choosing the right format, using high-quality images and graphics, keeping your message simple and clear, and making your materials memorable, you can create materials that resonate with your audience and align with your brand.

Additionally, by following design tips like using contrast, choosing a color scheme, using white space strategically, using typography to reinforce your message, and using relevant design elements, you can create marketing collateral that stands out and leaves a lasting impression. Remember to get feedback and test your materials to refine their effectiveness, and with the right approach and mindset, you can create marketing collateral that helps your small business succeed.

About PRI Graphics & Signs

As a Phoenix printing company, PRI has been a trusted printing partner for over two decades, providing printing solutions to individual persons, owners of small businesses, and to larger commercial and corporate enterprises in Phoenix, Arizona, and beyond.

We offer a wide range of printing services, including small-format printing and large-format printing.

Whether you need menus and tags, stationery, or postcards for you local business, or signage, banners, presentation printing, or graphic design services, we can help.

Contact us by email or fill out our online contact form to learn more about our services.

If you prefer to talk to our team of experts directly, you can call us locally at 602-393-3131 or through our toll-free line at 1-877-409-8889.

If you have any questions regarding any of the marketing collateral tips mentioned in this article, we would be happy to assist you over the phone.