All about marketing kit and why your business needs one
It’s a common knowledge that every business needs a marketing kit, including small businesses (start-ups). A marketing kit is an information Package that speaks to your customers’ needs and answers their questions. A marketing kit encourages potential customers to buy from you by showcasing your products or services. It also shows them how you’re different from your competitors. It is a tool that communicates how your business is different from, and better than your competition and it backs up these claims with customer testimonials, case studies, and an in-depth explanation of how your products or services can solve your customers’ problems.
WHAT TO CONSIDER BEFORE MAKING YOUR MARKETING KIT
- Identify Your Target Audience. By identifying your target audience/market, you’ll be able to concentrate on what matters most to them.
- Knowing What Problem Your Service Or Product Will Solve. Outline the top three to five problems your potential customer’s face, with information about how your product or service can solve those problems.
- Outline statements about your products or services that you can use all through your marketing kit. Use “you” and “you can” as often as possible. You should also use a lot of verbs.
- Try as much as possible to cover the basics – flyers, newsletters, letterhead, and business cards.
Your marketing kit will be most effective if you prepare before putting any materials together. First identify your audience because you’ll need to know who your target customers are, to create strong marketing materials. Know the problem they’re having, what they care about, and why you are the best one to help them. Create a target customer profile to guide your marketing efforts, and then use this information to draft a message that will speak directly to your ideal prospect.
You should also ensure that your materials look professional by creating a branded template. Your marketing kit template should include your Logo or Header, along with your Contact Information. A professional design is worth the investment, both for the impression it creates about your company and because it allows you to reprint your marketing kit whenever you need to.
These Should be Parts of Your Corporate Marketing Kit
Create some combination of the following pages for your marketing kit. The elements you choose will depend on your business goals and the needs of your audience.
- Business cards:You never want to leave prospects without a way to contact you. Include a business card with every marketing kit so they can follow up with questions or to make a purchase.
- The difference page: Start with an explanation of what sets you apart from your competition and how your prospects can benefit from doing business with you. Focus on the top 3–4 qualities that demonstrate your unique selling propositions
- A list of services and products: Tell prospects in layman’s terms what you do or what you offer. Be sure to outline the benefits of each offering, not just the features.
- Deeper product and service descriptions: Include a more detailed description of specific services or products and how they can benefit customers. You can tailor this page to address the specific concerns of individual prospects.
- Case studies: Pick representative clients or industries and describe how your product or service solved a customer’s challenge. These miniature case studies allow potential customers to see how you might help them. Keep it simple—stating the situation, the problem, your solution, and the results. Over time, you’ll collect more of these and can choose the ones that fit an industry or problem that is most relevant to each prospect.
- Testimonials: Get quotes from real clients about how they benefited from working with you. Social proof, such as testimonials, is one of the strongest selling tools you can have. Audio and video testimonials can be incorporated into a digital version of your marketing kit.
- Client list: Showing who else you do business with can present a compelling case, even for those businesses’ competitors, because it shows that you are trusted in your industry and demonstrates your expertise.
- Process description: Show prospects how you do what you do and how you keep your promises. The format will depend on your business; you may find bullet points, flow charts, images, graphs, or other visual materials are most appropriate. Showing what’s involved in working together can also help justify the cost of your services.
- Your story: People are more likely to do business with companies they relate to, rather than faceless corporations. If your company has an interesting, touching, or inspiring stories, share it. If you work with charities or local organizations, include that to create a personal connection. Always be real with your clients/customers