10 Must-Have Marketing Materials For A New Business

Marketing is critical for getting a new business off the ground — and for sustaining and expanding an existing one. While word of mouth is one of the best forms of marketing, it's not one you can control. Instead, business owners should invest in marketing materials that can help them spread the word about their services.

Print and digital marketing materials are an effective way to promote your business in person and online. The goal is to build awareness of your brand with potential customers — and reengage existing customers by putting you top of mind. Here are 10 must-haves and how you can use them.

1. Website

Every small business needs a website. Seventy-two percent of customers start their purchase research with a Google search.1 If you're not online, they don't know you exist. The complexity, however, will depend on your type of business. A retailer, for example, will need eCommerce capabilities, while a service provider can get by with a simpler site that shares offerings, background, and contact information.

2. Social media

Seventy-two percent of the population uses social media.2 In addition to your website, create a presence on the sites your target audience visits. For example, a clothing retailer can post product photos on Instagram, while a consultant can share tips on LinkedIn.

3. Business cards

You can hand out print business cards while networking and also leave a small stack with businesses that might refer customers to you. Include your company name, logo, and contact information. Depending on your business, you can also use the card as an appointment reminder or coupon to encourage the receiver to hold onto it.

4. Brochures

Brochures are like a print version of your website. Handed out onsite or at events, they communicate detailed information about your products or services to customers in a tangible format. Brochures can be an effective way to stay in front of customers who aren't ready to buy on the spot and need more time to consider the purchase, especially if it's an expensive item. Make sure your brochures include contact information and instructions on placing an order.

5. Catalogs

While brochures go in depth with a product or service, catalogs showcase a broader range of items. Using high quality photos and copy that's targeted toward your ideal customer, this marketing tool is helpful for retailers who want to engage customers. Eighty-four percent of people purchase an item after seeing it in a catalog.3 Create a sign-up box on your website and invite customers to join your mailing list.