The 5 marketing materials you need to start a business
Marketing is one of the most important elements of successfully launching a new business. And to effectively market your business, you need the right marketing tools.
A set of well-designed, on-brand marketing materials can help you connect with your ideal customers and clients, get the word out about your products or services, boost your credibility and build major buzz around your business.
But what, exactly, are the right tools for your business? Let’s take a look at the five key marketing materials every small business owner should have...especially when you're just starting out.
Think of your logo as the face of your business. Because it will be featured on everything related to your business (like your website, business cards and branded clothing), it will be the first design element that clients and customers will associate with your brand. And as the face of your business, it’s also one of the most powerful marketing tools at your disposal.
But not all logos are created equal; you can’t throw together a generic, sloppy, or unprofessional logo design and expect it to drive results. If you want your logo to effectively market your business, build brand recognition, and connect with your customers, you need a logo that’s professional, well-designed, and accurately represents who you are as a brand.
And, unless you’re a designer, that probably means getting a professional custom logo design.
Is getting your logo professionally designed an investment? Yes. But because your logo is such a critical part of your branding and marketing, it’s an investment worth making. The right logo won't just make your branding stronger and your business more memorable, but it'll be an invaluable piece of your small business branding package for years to come. Your logo is an asset you'll use on all of your marketing materials...so make sure it's a positive reflection of your business.
If you need a professional logo design, the experts at 99designs by Vistaprint can create a one-of-a-kind look for your small business.
2. Business cards
Once your logo is designed, it’s time to create the rest of your marketing materials, starting with your business cards. Business cards are an incredibly versatile marketing tool—you can use them to market your business in a variety of ways.When it comes to your business card, all you need is your logo, contact information, and the right business card dimensions. From there, you can design your business card and start using it to make connections and get the word out about your business.
You can use your business card to:
- Connect with clients and customers. The most traditional way to use business cards is also one of the most effective. When you meet a potential client or partner, give them a business card to share information about your business and how to get in touch with you.
- Build visibility in your community. Many small businesses rely on marketing in their local community—and business cards can be a great way to do that. For example, you might post your business card on bulletin boards in local coffee shops or introduce yourself (and your business) to other local business owners and ask to leave a stack of cards behind. The more business cards you get out into the community, the more visibility your business will have...and the more successful your marketing will be.
- Market on the fly. Opportunities to market your business can hit when you least expect—and keeping business cards on hand ensures you’re ready for anything. For example, you might meet an interested investor in line at the grocery store or a potential client while on vacation. If you’re prepared with a business card, you can take advantage of those chance encounters to market and grow your business on the fly.
If your logo is in color, make sure you have your business card designed and printed in color as well. Otherwise, the difference in color palette could confuse contacts—and lower brand recognition.
Most people turn to the internet when they want to find out more about a business. So, a well-designed website is an absolute must. Not only does a website lend your business credibility, but it’s a great way to share information about your products or services, build trust with clients and customers and show them why you're the one they want to do business with.
While an effective website design will depend on your business, your customers and what you’re marketing, here are a few universal elements you should incorporate:
- Your branding. For your website to be an effective marketing tool, people need to be able to recognize that it’s a website for your business. Make sure to leverage your brand's color palette and include your logo on each page.
- Contact information. Just like your business card, you’ll want to include your contact information (including your email, phone number and address) on your website.
- 'About us' section. Your website offers the best opportunity to tell potential customers who you are—and an “About us” section, which tells the story of your business, is a great way to do it.
- Product and service information. In addition to telling your customers who you are, your website should also tell customers what you do—which means including information about the products and/or services you offer. (Depending on your business model, this may include selling those products and services directly on your website.)
- Hours of operation. If you own a brick and mortar business, your customers need to know when you’re open. Include your hours of operation on your website in an easy-to-find spot.
- Social media handles. Include links to your social profiles (like Facebook, Instagram, LinkedIn or YouTube) on your website so customers can easily connect with you.
Like your logo, your website is a marketing material that’s going to get a lot of exposure—so it's important to nail the design. Unless you have a background in web design, you should plan to use professional website design services to make sure your final site gets you the results you’re looking for.
4. Postcards and flyers
Postcards and flyers are some of the most versatile marketing materials out there, especially for events or local marketing. They're larger than a business card, so you can include more information about your business, along with interesting visuals or even a promotional offer. But like business cards, postcards and flyers are highly portable. You can leave a stack of postcards with other local business owners to reach new customers, or you can try posting flyers on local message boards to boost brand visibility.
These items also work extremely well for mail marketing. Because of their size and finish, they tend to stand out from other types of mail—making it easy to grab your customers’ attention and bring them into your business.
Postcards and flyers come in a variety of styles, finishes, and paper weights, and what you’re marketing will determine how many you should plan to order (for more evergreen postcards and flyers, you’ll want to order a large stack to have on hand at all times—while limited time promotional offers you would want to order in smaller quantities).
Sometimes, you need to share a lot of marketing information with your customers—but you need to deliver that information in a compact to-go format. That’s where brochures come in handy.
Brochures can help you market your business in a variety of ways. For example, you can use a brochure to tell the story of your business, similar to the “about us” section on your website. You can use a brochure to share in-depth information about a particular product or service, to promote an upcoming event or to pitch potential investors.
Because brochures are longer and more involved than, say, a business card, they typically require a bit more design finesse to get right. So, while you could try to tackle your own brochure design, a custom brochure design is usually worth the investment. And the good news? Once you have a brochure designed, there’s no need to start the design process from scratch (or pay for another design) when it's time to promote something new. Instead, you can easily swap out photos and text to highlight a different product, update the offer code to reflect an upcoming promotion or change the dates to reflect your next event.