10 Innovative Ways to Use Sales Collateral in Digital Marketing

Sales collateral collects media or digital materials to support product or service sales. It includes brochures, presentations, product data sheets and more. It’s crucial to the sales process, providing potential customers with the information they need to make informed purchasing decisions.

In digital marketing, sales collateral informs, engages and persuades consumers. In a highly competitive digital space, the right collateral can significantly enhance a brand’s visibility and appeal, increasing sales and customer loyalty.

1. Interactive Digital Brochure

Integrating features — like clickable links, embedded videos, animations and interactive infographics — lets brochures evolve from static documents into dynamic and engaging experiences.

This interactivity captures the user’s interest more effectively, encouraging more profound content exploration. Multimedia grabs attention and makes the information more accessible and engaging, particularly when explaining complex products or concepts.

The engagement fosters enhanced user understanding and interest, as interactive elements can convey complex messages more effectively than text alone. In addition, they offer direct calls-to-action — like forms or purchase links — leading to potentially higher conversion rates.

2. Infographics for Social Media

Creating infographics involves combining data visualization, graphic design and concise content to present information in a visually appealing and easily digestible format. They are excellent for driving engagement — such as likes, shares and comments — as they provide value through information and are easily consumable.

Designers use charts, graphs, images and minimal text to represent relevant information engagingly and clearly. The goal is to make complex data understandable at a glance, often incorporating brand elements for consistency and recognition.

Sharing infographics, especially in digital marketing, is predominantly done through social media, websites and email newsletters. Notably, about 65% of brands have integrated this sales collateral into their marketing strategies, recognizing their power to engage and inform audiences effectively.

3. Video Testimonials

This approach involves filming real clients sharing their experiences with a product or service, providing potential customers with a personal and relatable perspective. These testimonials offer authentic, unscripted insights, making them a powerful tool to build trust and credibility.

This authenticity resonates deeply with viewers, as people trust peer opinions and experiences. In 2023, 91% of businesses used videos as a marketing strategy, underscoring the medium’s growing importance in engaging audiences.

Moreover, video as a format has a unique appeal — it’s engaging, easy to consume and can convey a large amount of information quickly and effectively. These video testimonials can enhance a brand’s relatability and trustworthiness when shared on social media, websites or email campaigns.

4. Email Marketing Enhancements

Enriching emails with sales collateral involves incorporating various types of content — like images, videos, infographics or links — into interactive materials. This strategy turns a standard email into a more engaging and informative experience.

For instance, embedding a product video or an infographic highlighting primary benefits can make the email content more visually appealing and easier to digest. Attaching whitepapers or case studies as PDFs can provide more in-depth information for those interested.

Personalization involves tailoring the content to meet the recipient’s interests and needs. It could mean segmenting your email list based on user behavior, such as past purchases or engagement history, and sending content that aligns with their preferences.

5. Virtual Reality Presentations

VR technology allows presenters to create a fully immersive 3D environment where the audience can engage with content in a more interactive and impactful way. 

There are generally three types of VR — non-immersive, semi-immersive and fully immersive. Each offers a different level of interaction, from basic 3D graphics on a computer screen to complete immersion in a virtual world using headsets and motion-tracking.

For example, potential buyers can take a virtual property tour in real estate. Meanwhile, students can explore historical sites or scientific concepts in 3D. This level of immersion allows for a deeper understanding of the subject matter, as users can interact with it in a way that’s impossible with conventional presentation tools.

6. Augmented Reality in Product Demos

Augmented Reality (AR) in interactive demos offers a cutting-edge way to showcase products and services by overlaying digital information onto the real world. Using smartphones, tablets or AR glasses, customers can view 3D models of products, see additional information or even visualize how a product would look in their own space.

AR’s impact on customer understanding provides a more interactive and realistic experience. It helps customers visualize and comprehend products in a way traditional demos cannot. This visualization bridges the gap between customer expectations and reality, reducing uncertainty and confusion.

7. SEO-Optimized Blog Posts

Incorporating sales collateral into blog content effectively enhances your posts’ appeal and informational value. Images, infographics, videos and downloadable resources can transform a standard blog post into a rich, multi-dimensional output. 

This integration makes the content more engaging and visually appealing and provides complementary information to the reader. Moreover, such collateral is increasingly crucial as it aligns with consumer behavior. 

Approximately 55% of shoppers rely on content to inform their purchase decisions. By embedding relevant collateral, blogs can become a one-stop resource that answers potential customers’ queries, offers detailed insights and guides them through decision-making. This comprehensive approach to content provision enhances the user experience, potentially increasing trust and credibility in the brand.

8. Webinars and Online Workshops

Using collateral in live sessions — like webinars or online workshops — enhances these events’ engagement and educational value. It can include slideshows, videos, infographics, live polls and interactive Q&A segments. By integrating these elements, presenters can create a more dynamic and interactive experience for attendees.

The engagement benefits are substantial. Visual aids help maintain audience attention and make complex information more digestible. Likewise, interactive elements foster a two-way communication channel, making participants feel more involved and valued.

Regarding value addition, sales collateral provides tangible takeaways, extending the session’s impact. For example, giving downloadable resources — like detailed guides or summary infographics — allows attendees to revisit and apply the information learned. Continued engagement with the material adds significant value, reinforcing learning and enhancing the presentation’s effectiveness.

9. Digital Catalogs for E-Commerce

Interactive online catalogs represent a dynamic evolution in how businesses showcase their products or services. Unlike traditional print catalogs, these digital versions can include zoom-in capabilities, 360-degree views, videos, direct links to product pages and AR experiences.

One of the advantages of online catalogs is the ease of updating and distribution. Since they are digital, you can swiftly make changes — like price adjustments, product additions or description updates — without reprinting. This flexibility ensures current and accurate information, crucial for maintaining customer trust and satisfaction.

10. Customized Landing Pages

Tailoring landing pages with sales collateral involves strategically using elements to enhance the page’s appeal and effectiveness. The goal is to create a focused, engaging experience that resonates with the page’s target audience.

For instance, a landing page for a new product might feature an introductory video, high-quality images of the product, customer testimonials and an interactive FAQ section. On average, landing pages have a 2 to 3 percent conversion rate. However, well-optimized landing pages with relevant and engaging collateral can significantly exceed this average.

Collateral helps communicate the value proposition, address customer concerns and guide them toward making a decision — all of which are vital factors in improving conversion rates.

Harness the Power of Digital Sales Collateral

Start implementing these strategies in your digital marketing efforts. By enriching your content with various types of collateral, you can significantly enhance the appeal and effectiveness of your marketing. Remember, in today’s digital landscape, it’s not just about the information you provide but how you present it.

Each strategy, whether leveraging AR in demos or tailoring your landing pages with compelling collateral, offers a unique way to connect with your audience and stand out in a crowded market. So, take the plunge and explore the potential of these innovative approaches.