If you're a publisher or association, the thought of creating a media kit might make you break out in hives. It's intimidating, it's time-consuming, and it's not cheap. But if done right—and if you create one that actually works for your business—a media kit can be one of the best investments you'll ever make.
In this blog, we'll cover why you need a modern media kit and share some tips on how you can bulletproof your media kit for 2023.
Why Publishers and Associations Need a Modern Media Kit.No matter whether you are an association or publisher, chances are your company's success depends on your ability to generate leads. Media kits help you stand out from the competition, and they're a vital part of the sales process.
A media kit is an essential tool for any business that wants to attract potential customers or members. Media kits give potential buyers a comprehensive overview of what makes your business unique—and why they should do business with you instead of the competition. Your media kit can also be used as a marketing tool when you reach out to potential customers via email or direct mail campaigns.
For associations or publishers, your media kit should go beyond the basics. It needs to be more than just a collection of hard copy documents; it needs to be modern and easy for potential customers to access. So, we've put together some tips to help you get your media kit sales ready for 2023:
- Go beyond PDFs
- Consider video for your media kit
- Your media kit must be mobile friendly
- Build an archive of case studies
- Don't shy away from including stats
- How to sell webinars in your media kit (we're a digital events company so we had to talk about this one!)
Go beyond PDFs.
One of the biggest mistakes we see is people using old-school PDFs with their media kits. This can be a real turnoff for potential clients who are likely to visit your site on their phones, tablets, or laptops.
In an effort to avoid this costly slip-up and make sure your kit is up-to-date and mobile-friendly, consider exploring alternative tools that give you a lot more flexibility and versatility with the content you can showcase in your media kit. A great tool that we like to use is Canva. With this amazing free design tool, you can create beautiful media kits that showcase what you do in a way that is both impactful and easy to share.
Consider video for your media kit.If you're using a media kit to get people's attention, you should definitely consider including video. Your brand is a living, breathing thing, and it needs to be able to show off its personality as well as its products. Video can help with that in two key ways:
- Showing off what you offer. You don't have to limit yourself to photos when it comes time for demos. In fact, showing off what you have to over via video may be the best way—it allows viewers to get up close and personal, which gives them more of an idea about whether or not they want to work with you.
- Showing off your personality (and not just yours). While many companies use videos for testimonials from satisfied customers or clients (and this is also helpful), some companies go even further by adding in clips of their team talking about what makes their company unique—how they got started doing what they do now; why they love working here so much; etc.—which helps demonstrate why working with this particular company would be beneficial for potential partners down the line as well!
Your media kit must be mobile-friendly.
It's no secret that the world is moving towards a mobile-first mentality, and this trend will only continue as we head into 2023. In fact, in the United States alone, mobile internet usage has increased by 60% since 2017. That's why it's imperative to make sure your media kit is mobile-friendly: so people can access it from their phones!
It doesn't matter what kind of business you're in or even how much time your potential clients have to spend with your media kit—they will see it on their phones first. You need to make sure they can access all of its information without having to zoom out or pinch-zoom in. If someone has a hard time viewing your media kit because they're using a small screen device, they might leave without reading any further—and that’s where you lose them!
Build an archive of case studies.
Case studies are a great way to show how you have helped other companies. When potential clients see the results you've achieved for others, they will be more likely to trust your ability to do the same for them. You can also use case studies in presentations, social media posts and email campaigns. This makes it easy for prospects to learn about what you have done in the past and why they should work with you now.
To ensure that all of your client work is documented and easily accessible when prospects ask how you can help them achieve their goals, create an archive of case studies that showcases your expertise and knowledge, as well as specific examples of how you've helped different types of businesses grow their revenue streams through online marketing strategies.
Don't shy away from including stats.One of the most important elements of your media kit is the stats section, which lets you highlight your company’s success and build credibility through numbers. There are many types of stats that can be used to support the value of your services.
Some examples include:
- Growth rates over time (growth in revenue, new customers)
- Customer retention rates
- Referral rates from existing customers
If you have any company-wide awards or recognition, this is also a good place to include them.
Including webinars in your media kit.
Webinars are an effective tool for educating potential sponsors or members on topics that interest them, while also giving you the opportunity to sell sponsorship packages or memberships. Having webinars in your media kit can be a great way to build your credibility and generate leads. For example, if you offer webinars related to your niche, include a link where potential customers or members can sign up for one. You can make webinars available as a free download or charge for them (either by offering them as part of a membership site or selling them individually).
We've covered a lot of ground in this article, but it's important to remember that there's no magic bullet when it comes to building a successful media kit. The only way to truly succeed is by focusing on the right things and putting in the time and effort required to make your business stand out from the crowd.
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