What Marketing Materials Do I Need?

Clare Bochy
min read
July 18th, 2023

It’s the age-old question “What marketing materials do I REALLY need as a small business owner?”

With new apps like Threads launching, it is hard NOT to be overwhelmed. Between the physical materials as well as the digital, there are quite a few options to choose from. This also means having the hard conversation of deciphering where you'd like to advertise versus what actually works for your audience. But at the end of the day a decision has to be made. In this article, you will have a better understanding of popular types of marketing materials out there, why they are important, and what might work for you.

To keep it frank, marketing materials can include the physical brochures, flyers, posters, business cards, and more. Then there are digital marketing materials used for different channels of the internet such as social media, email, websites, and online advertisements. Both kinds of marketing help businesses create brand awareness, communicate key messages, and persuade customers to take action. The BEST kinds of marketing materials can help businesses increase sales, build customer loyalty, and stand out from competitors. 

So where do you start?

a neon sign that says "let's get physical"

Business cards

These are especially essential for networking for in-person events or simply out in public in general. Business cards can include your logo, contact information, and a brief description of your business without completely overwhelming the person. The amount of times I've heard “Do you have a business card?” after starting a discussion with someone new is unreal. Having a business card keeps it short and sweet. Even if you work solely online, you still want to have business cards on hand for those moments to connect. 


These are great for promoting events or upcoming sales. It’s important to have eye-catching graphics and a clear message. The businesses looking to incorporate flyers are usually the ones needing a brief message for the masses. They are also inexpensive, easily produced, and give your business a physical presence.


These can provide more detailed information about your products or services. Consider including customer testimonials and high-quality images. It’s almost as if it’s your website but in a physical form. This would be good for places with unreliable internet, people who aren’t on the internet, and/or events that require physical materials in a short amount of time and space.


These can be used to promote your business in high-traffic areas. Use bold colors and graphics to grab attention. Similar to flyers, they give your business a physical presence. Recent research carried out in the USA has shown that people are far more likely to trust an advertisement they saw in print, and especially if there are written messages that require more attention.

Promotional products

These can include items like pens, key chains, tote bags with your business name and logo. They can serve as a useful reminder of your business. Business cards get lost. Brochures get wet. But say physical pens can be a gift that keeps on giving. Though expensive upfront, every time someone picks up that pen, tote, etc. They are connecting with the brand once again whether they like it or not.

Digitally speaking..

Digital marketing is important because it helps businesses reach specific target audiences, increase brand awareness, and drive sales. Effective digital marketing materials can also help establish a strong online presence, build customer loyalty, and improve overall business performance.

a person with headphones and a jean jacket holds a pen over a tablet while talking into a microphone

Social media

Platforms like Facebook, Instagram, and Twitter provide a way to connect with customers and build brand awareness through posts, ads, and promotions. Even within this subsection, you’ll have to decide where your audience likes to spend most of their time. If you’re putting money behind ads but you’re unsure of where they are, then there’s a pretty good chance you’re wasting your money. These platforms like you to be as specific as possible so they don’t have to spend their time searching for you.

Email marketing

Email campaigns can be used to keep customers informed about new products, special promotions, and other news related to the business. What’s wild about email marketing is if you think about, in an auditorium filled with people, what are the chances everyone checks their Facebook, or Twitter, etc. Or have one for that matter. What everyone DOES have is an email. Whether they check often or once a month is another conversation, but they do and it’s a form of communication most companies are using. Collecting emails, and sending an appropriate amount of messages that are valuable (no one loves spam) results in a high turnover rate. The average ROI through email marketing is $36 for every $1 spent. Simply put, you invest a dollar and in return receive 36 times from it. 


A blog can be used to provide helpful information, establish the business as an authority in its industry, give it a voice and improve search engine rankings. That means it makes Google happy. The more NEW information you can provide the more likely Google is to rank you higher and show you on your customers searches.

Video marketing

Videos can be used to showcase products or services, share customer testimonials, or provide educational content related to the business. And since the entire world lives vertically, quick videos of behind the scenes do well in a vertical format. In fact, vertical videos have been doing great since 2016. MediaBrix, a Mobile ad platform found that vertical videos see a 90% higher completion rate compared to horizontal videos. According to their data, less than 30% of users will turn their phones sideways to watch an ad, and those users who do turn their phones only watch about 14% of the video ad.

women looking at phone vertically while drinking coffee


These visually appealing graphics can be used to present complex information in a way that is easy to understand and share making them a great tool for building brand awareness and driving traffic to a website.  For example, if you have service packages, you could break these down with different images. If you have a step-by-step process of how you will help them complete their goal, you could use an infographic to explain it in a brief outline.

In the end..

If you start to pay closer attention you’ll notice your favorite brands don’t make just a single “touch point” throughout your marketing experience with them. No, they find multiple ways to help you remember, build trust, and use knowledge around their brand to find you. The same goes for your own small business and finding the right marketing channels that work best for your audience.

Here’s what I do know and think EVERY SMALL BUSINESS SHOULD HAVE.

Yes, you heard me.

Out of this list I can say there are three that no matter what your business is, you should have them?

Know what they are?

  • A Business Card
  • An Email Marketing Platform
  • A Website

When you have a business card, with your website on it, you can start to collect emails and make an email list. With a business card you can connect any time, any place, and allow them to travel to your website where they can learn more about your brand. Through the email list, you can respectfully keep in touch with someone who has already expressed interest. 

In the end, the bulk of the information that they will learn about you will be found on your website. With the help of Herosmyth, however, you can make sure the right information is on your website plus utilize our expertise in SEO so you can rank higher than your competitors.