Small Businesses: Make Your Collateral Work Harder

10 Jan
MarketingProfs- Veronica Maria Jarski

MarketingProfs- Veronica Maria Jarski

A lot of my clients are working with limited time and budgets. Here are some suggestions on how to take one collateral piece and make it work harder.

1. Monthly Topic- Select one piece of collateral and make that the focal point for the month. Select a piece that focuses more on the business problem or industry instead of something that is company or product specific.

2. Blog- write a blog on this piece and introduce it to your readers.

3. Events- Look to see if any events/trade shows are looking for speakers/topics and submit the collateral topic as an option.

4. Business Colleagues/Partners- Shop the topic with close friends/colleagues/partners and see if any of them would be interested in:

  • Using it in an upcoming newsletter/blog post. Offer in exchange to use some thought leadership piece of their’s in a blog post
  • Co-presentng the topic at an event or a Webinar
  • Using the piece/topic as an introduction to any of their clients/friends they may have that you’d be interested in doing work with.

5. Clients- reach out to your current and previous clients. Let them know you wanted to pass along some of your latest insights on a the topic.

6. Prospects- send out a short nurturing email to your house list and let them know about the piece.

7. Linkedin- See if anyone on Linkedin is asking questions about the topic addressed in the collateral. Share the piece with groups talking about the topic.

8. Other Online Resources- see if there are other communities online talking about the topic and share the piece.

The steps above give you a mini marketing strategy for each piece you create. I hope this helps you think of ways to get more milage out of your collateral. Let me know if you have additional ideas!


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