Compiling a media kit when prospecting

The modern day business owner needs to develop key skills in a number of areas. This is especially true during the initial start up period where funds are usually limited and it is not realistic to build a team that is accountable for the various functions of a successful business.

Juggling priorities and putting on your marketing hat one day, your sales hat the next day, or even sometimes on the same day, can feel overwhelming at times. However, there are ways and means to develop your own business skills. This could include attending workshops, accessing online training courses or even partnering with an expert team.

But we didn’t want to turn our blog this week into a deep dive about how you should always be focused on your continuous professional development. They do say, knowledge is power, after all.

Instead, this week's blog is more centred around compiling a media kit and how implementing this correctly can improve the number of meetings that you can secure.

What is a media kit?
A media kit is commonly defined as a pre-packaged set of promotional materials that provide information about a company which is distributed to prospects. It is essentially used to create awareness for a company, product/service or cause that is relevant to the target audience.

For example, think about when you enquired about our Digital Agency business opportunity, you had the option of accessing our Business Starter Pack. This is essentially our media kit that includes useful information for anyone seriously interested in finding out more about launching a business with us.

A media kit can be created and applied to any business when reaching out to their customers. If you break down the sales funnel or process for any business, regardless of whether they are selling digital services or a physical product, there is a period of product awareness that the customer needs to pass through before they consider making a buying decision.

A media kit is a great way to offer prospects a low friction/frictionless way to find out more about exactly how you can benefit them or their business.

Why is it needed?
There are many advantages of incorporating a media kit into the early stages of your sales process. For example, our partners provide a range of technology solutions to local businesses that can boost engagement, increase revenue and reduce costs. These are some desirable benefits that can help businesses in lots of different industry sectors. Therefore, introducing a media kit early in the sales process can nurture business owners for the need to work with a Digital Agency.

A media kit is designed to be accessible for your intended audience. For instance, think about your ideal customers and they are most likely quite busy people. This is especially true if you are selling business to business. Even if you are selling directly to customers, most people have so many things vying for their time that grabbing someone's attention can prove problematic.

A media kit solves this to a degree by laying out all the key information in a way that is easy to be consumed and adsorbed. As a result, your outreach programme just got easier as you don’t need to refer to 3-4 emails or letters that contained useful information, you can just steer your prospect to your media kit.

What does it generally consist of?
One of the great things about a media kit is the sheer versatility in terms of content that can be used. While traditionally media packs contained brochures or a report, the digital world has actually opened up endless possibilities. For example, a media kit can include brochures, flyers, videos, podcasts or anything else that you believe will add value to positioning your business or product/service in the best possible way.

Your media kit can be available in hard copy so you can post or deliver this to a prospect. In addition, you should always aim to have an electronic version that can be shared on a website or via email. Remember, the goal is to distribute your media kit to your potential customers in the most easily accessible way.

How is it effective?
Now you may be thinking that a media kit is no different to sending out a brochure via post/email to a prospect. However, a media kit is so much more as it helps a potential client understand your business and products/services in their own time.

If we look at this from the context of selling technology solutions, a business owner may not always understand what type of technology is available to them. Calling up a busy business owner and trying to book a meeting may prove challenging as the prospect simply does not have enough information to make a buying decision.

As a result, a media kit can actually help arrange more meetings as it can be used as an intermediate step between the initial call and the follow up contact that is designed to secure a meeting.

How can you compile a media kit?
We have seen earlier in this blog that there are a number of different types of mediums you can use to compile a media pack. However, a common element of a media kit that can be posted to a prospect should include a personalised letter introducing your company and your business card. This should be supplemented with a brochure and some more additional resources around the key products/services you believe will be most beneficial to the reader.

On the other hand, a digital media kit can also include video content that is one of the most popular media consumption methods. For example, including an explainer video or in-depth webinar can help further educate your potential client and position you as an authority.

There really are no right or wrong ways to compile a media pack but you should always aim to provide enough information to your leads so that they are open to meeting with you online or face to face.

When compiling a media kit, it is best practice to put yourself in the eyes of the recipient. Think about if you were looking to find out more about a company or specific product/service, what questions would you hope to have answered? For this reason, we have recently seen a number of media kits that include a frequently asked questions document to sit alongside their core information.

Summary
As we have explored throughout this blog, utilising a media kit is a great way to educate potential clients and make the process of securing meetings and conversions easier. When reaching out to leads, it is important that you offer a frictionless way for your buyers to consume your information.

To find out more about how you can launch a Digital Agency with us, please contact our team today.

Until next time, take care.