Today much of the business we get is from online contacts. If your company gets prospects, leads and customers from the web, it is important for you to create and maintain a professional,well-organized digital media kit.
An online media kit is a page on your website where media/members of the press and potential advertisers can learn what they need to know about your company.
It generally contains:
* Company overview
* Summary of your products and services
* Press releases or newsworthy items
* Professional credits
* Advertising rates
* Traffic and demographic information
* Case studies, success stories, or testimonials
* Professional surveys or reports
* A calendar of industry or media appearances
* Awards or a link to them on your website
* A link to testimonials about your company
It makes sense to make sure you have a top-notch media kit available to interested parties. The promise of potential media coverage will undoubtedly boost your business and profits. And an increase in advertising sales, if you sell ad space on your website, is always welcome.
Here are the 13 tips to develop your online media kit:
Make sure your press releases and newsworthy items are up-to-date and that they’re organized with the most recent release at the top.
Take the time to craft compelling and effective press releases.
Be sure to brag. If you’ve been in the news, featured on notable websites or received awards, be sure to let your visitors know about it.
Make your media kit easy to find. The standard practice is to include a link at the bottom of the homepage with an easy to understand phrase like “Advertise” or “Media Kit.”
Make the “Contact Us” button clear and above the fold (the part of the page visible without scrolling).
Be sure to include your email, phone number and address in your contact information.
Give a clear explanation of the different kinds of ads and targeting options available with the rates up front and easy to understand.
Present case studies and make sure to include visuals wherever possible. Quantify your case studies in terms of click rates or sales.
Provide a demographic overview of your audience with a pie chart or visuals. Take it a step further by offering in-depth audience profiles, average time spent on the site, plan statistical data, etc. This is useful information that can help offer justification for the buy.
Let visitors know what your website traffic volumes are and how you’ve grown. Consider backing this data up with a verifiable source.
Include images on your media page. Photos of you, a logo that’s easy to copy or download, and any other relevant images will help media representatives gather the information and resources they need.
Make sure the explanation of your company’s products and services is easy to understand by the average person. What benefit do you provide? How do you solve your customer’s problems? What’s your story? Spend time on this because the more interesting your story is, the more interest a journalist will have in telling it.
Make it downloadable. Members of the press and others who inquire about your company may find it easier to make a decision about contacting you, if you offer your media kit as a download. If it makes sense to your goals, create a document they can download that includes testimonials, your photo, 3 versions of your bio (under 50 words, 50 to 150 words and more than 150 words), your most recent or most impressive press coverage and other things you typically use in your marketing to make it easy for people to decide to do business with you.