By creating sales materials that showcase your products and expertise, you can help engage your loyal customers and attract new ones. In order to move potential customers down the sales funnel, you need to consider what types of materials and strategies will best engage your desired audience.

Here are three best practices for creating sales materials:

Take Advantage of Different Digital Channels

Many potential customers turn to the Internet to research a business prior to making a purchase, so your outreach strategy must include digital sales channels. Start by running campaigns on your company's website or leveraging email marketing to gain better visibility. Or, turn to your social media accounts to get the word out on an upcoming sale or company event.

One powerful tactic to try through your digital sales channels is offering a free download that provides value to the reader while also highlighting your expertise. You could write a short how-to guide or whitepaper on a topic relevant to your industry and offer it to site subscribers. For example, small business legal consultants and experts CorpNet offer several free digital materials right on their site, including a downloadable small business checklist and free incorporation guide. Similarly, virtual assistant business Ruby Receptionists provides a free app, while MobileSmith, an app development platform, offers a variety of ebooks and whitepapers based on technology and the medical management sector. Alternatively, you can share a case study showing how your business helped a client increase sales, reduce costs or save time.

Give Out Tangible Sales Materials

If your business regularly participates in trade shows or conferences, you should invest in print sales materials, as well. Be sure to use brochures and booklets to tell your company's story and share some of your business successes. Look for opportunities to distribute useful, everyday items such as calendars, pens and notepads that bear your brand name front and center.

Keep Your Branding Consistent

When you're creating sales materials, it's important that you keep your logos, colors, fonts and tag lines consistent across all of your digital and print platforms. For each new sales tool, you should take the time to confirm that the quality and message of the material matches your company's mission and voice. By delivering consistent quality across the board as prospects, leads and customers move through the sales funnel, you can help to verify their decision to take the next step, which in turn could lead to more sales.

Overall, it's important to remember that you should view your sales materials as tools to grow your business. Be sure to analyze each email, pen and brochure to make sure that it's visually appealing, useful and relevant to your company.

Tags: Email Marketing Campaigns Website Sales