Needless to say, your marketing materials shouldn’t be limited to regular outbound ads – especially if your business is B2B. Sure, getting attention is part of the battle, but what happens when a potential customer visits your website and sees nothing but a product description and price list?
There must be more. You must have some material that shows that you can walk. One type of content that helps you get there is called a marketing guarantee and can come in a variety of shapes and sizes.
Here’s a more in-depth look at the concept and a review of the five most important marketing assurance formats you can use to ensure legitimacy and complement your sales efforts.
What is a marketing guarantee?
A marketing guarantee is media or marketing materials that are usually more informative than regular advertisements. The medium is usually designed to build authority, build legitimacy, and build trust with prospects to closely complement sales efforts.
Basically, a marketing guarantee is a way to let potential customers know that you know what you’re talking about. It shouldn’t be as flashy as regular ads. When creating marketing guarantees, it is not your priority to attract attention – it is to maintain and increase it.
In most cases, potential customers looking at your marketing guarantee will be curious about your business, but they may not be close to you or what you have to offer. Well-designed marketing guarantees can facilitate them. This can help build the trust you need to build and maintain customer relationships.
Now you may be wondering, how does a marketing guarantee relate to marketing materials in general? Good question.
Marketing materials vs. marketing guarantee
In general, the difference between marketing materials and marketing guarantees is due to non-disclosure. While other marketing materials can clearly tell the reader why their company or offer is the best, marketing assurance focuses on showing why their company or offer is the best.
Therefore, marketing collateral tends to be educational in some way. When done correctly, the informative nature of the format allows you to differentiate yourself from competitors, allowing you to present your industry widely so that others in your space may not project.
If all your marketing materials are dedicated solely to talking about your product or service, you are selling yourself short. When potential companies decide to buy, they think not only of what is being sold, but of your business as a whole.
They want to know that they are being cared for by a competent, capable and competent organization that they can rely on to solve problems and problems that arise. Creating well-thought-out marketing guarantees is one way to help this reason.
Types of digital marketing guarantees
- Blog posts
- Case studies
- White papers
- Explanatory videos
1. Blog posts
Producing a good marketing guarantee is often a constant supply of value to your audience. One of the best forums for creating and promoting material that constantly does this is a well-maintained company blog.
This allows you to complement your sales efforts with useful insights and audience engagement – driving traffic to your website and generating sales leads through relevant advice, knowledge and entertainment. Below are some examples from the HubSpot website blog.
Example of a blog post
Like any other type of effective marketing guarantee, good blog posts can build authority in your industry. You want to show that you are up to date with industry trends and understand the nuances of your space – constantly printing quality and useful content can help alleviate your prospects.
In view of all these advantages, it is no wonder that marketers ranked blogs as the second main form of media used in their content strategy. a recent HubSpot survey.
E-books are similar to blog posts in that they should develop authority in the field through a project, but tend to be longer, more comprehensive and less chewy than typical blog content. This type of marketing guarantee attracts prospects against your industry. Below are some examples of HubSpot.
An example of an e-book
In some ways, an e-book could be compared to an extended blog post or a stringed blog post. Like the content of the blog, the e-book includes accessible language and directly usable tips.
In many cases, e-books are downloadable and accessible only in exchange for prospect contact information – making them a powerful lead generation tool.
Regardless of the location of your business, you are likely to have the resources and know-how to turn your industry knowledge into a thoughtful e-book. Remember that your marketing guarantee should be designed to build potential and customer trust.
If you can publish e-books to secure their knowledge of your industry, you can convince them that they are in good hands when buying your product or service.
3. Case studies
Case studies we provide specific documents that detail how specific customers saw success in leveraging your product or service. This format differs from the previous two in that it is never product-agnostic. Below is an example of HubSpot.
Example of a case study
Each case study is conducted in collaboration with a satisfied client. This is a form of cross-advertising that shows what your product or service is like in practice – an action plan that allows prospects to imagine what you could do for their business.
Like almost all the other examples on this list, the case studies are educational. They provide a more in-depth explanation of how your product or service works through an active example. This is another way to build trust.
If you can point to reputable customers who are willing to provide detailed guarantees for your business, you can strengthen your company’s reputation as a solid and knowledgeable organization with a product or service that delivers results.
The testimonials are essentially summary biting case studies. Many, if not most, prospects do not have the time or interest to delve into an in-depth case study. If you want to reach them, you need to quickly provide relevant content that they can passively watch. Testimonials can do that. Below is an example of a HubSpot.
This characterization follows the best practice of the format. It is visually appealing, clearly identifies the bidder and points to specific benefits – a good example of an appropriately informative, easily digestible marketing guarantee. Ultimately, a good description helps to project the legitimacy of the company, while inspiring potential customers to further explore their advertised product.
5. White papers
The White Paper is a convincing, authoritative and comprehensive report on a specific topic. In general, one of these documents raises a problem and proposes a solution.
It is usually more technical and less accessible than an e-book. It is intended to attract an audience that is more closely associated with or interested in their industry – an audience that can, of course, be exposed at the heart of this document.
White papers should not be product areas. The best practice is to keep them objective and educational. That said, the topics you choose should be relevant to your business or space.
Such a guarantee must also be thoroughly researched, thoughtfully formalized, polished and written in a serious tone. That means no flashy language or cute tricks. Below are some examples of HubSpot topics No other marketing status reports.
Example of a White Paper
As I keep mentioning, all the formats listed in this article are to some extent adapted to the authority of the project – the White Paper is the clearest example of this trend. It is technical a document intended for display technical knowledge to the crowd technical dexterity.
6. Videos of commentators
Explanatory videos – the most commonly created video types – is a great way to attract visual learners. They are designed to quickly and easily identify a product, service, or topic related to your industry that will help your business build knowledge and gain the trust of your target audience.
These are usually between 30 and 90 seconds, which means a written script of 200 words or less. These types of guarantees can often be found on the home page of a website, landing pages, prominent product pages, and social media accounts. Below is an example of a HubSpot.
An example of an explanatory video
An explanatory video is a quick and memorable way to make an impact on your audience. This can be the difference between buying and not buying a potential product or subscribing to a YouTube page.
See for inspiration 17 examples of amazing explanatory videos.
Are you ready to create your own marketing guarantee?
A well-designed marketing guarantee can give you a competitive edge. Not only is it a great vehicle for lead generation, but it also offers your business an element of authority and credibility to make potential customers more comfortable and expensive to buy from you. If your business doesn’t produce it, consider trying one of the formats above.
Editor’s note: This post was originally published in December 2013 and has been updated for completeness.