Getting your business or product featured in a major publication is HUGE.
Imagine the largest publication in your industry or even a local news affiliate giving you free press. Now imagine the kind of exposure and traffic this would bring to your business.
How can business owners make it easy for websites, magazines and publishers to publish a story about their business? With an amazing media kit!
Why you NEED a Media Kit
What is a media kit?
A media kit contains resources and information for reporters, publishers, influencers and friends. The purpose is to really easy for interested parties to quickly learn about your product and brand, and access photos and marketing materials they can use. It can be presented on your website or in print as a masterful leave-behind.
By providing an easily media kit, you’re saying, “Hey, we love press, here’s everything you need to put your story together as well as how to reach us.”
A kit isn’t strictly for reporters or major publications, either. Anyone who wants to talk about or promote your business has the tools they need to do it effectively. Whether that’s someone with a podcast, someone with a personal blog, or even just someone sharing your story in an online community.
A well-designed media kit makes getting noticed a bit easier. When you’re networking and reaching out to publications, you’ll have your media kit to refer to and share with reporters. When you do some of the work for reporters up front, they’ll be more receptive to your pitch for press. And an additional benefit -- it looks professional.
How does this differ from my company website?
A media kit summarizes your key info in a quick and interesting read, giving particular data not necessarily available via your public website. For example, you can include:
- How many customers have you’ve served.
- How long have you’ve been in business.
- How many units have you’ve sold.
- Where your business is located.
- Where your product is manufactured.
- Personal profile of business owner (local vendor is of special interest to local press)
Maximize the rise of the digital press kit
Digital press kits are a common and convenient format to create and distribute content for press, especially in the ecommerce space.
Simply create an easily accessible press kit page on your website so reporters can find it. You might not want to put a link to it in your main navigation, but it’s a good idea to include a “Press”, “Press Kit” or “Media Kit” link in the footer of your website. Most reporters and publishers will know to look for it there.
You can also put your digital press kit on a flash drive or USB. Give these out at events where the press has a presence so they can easily access all the files later on. This is also an easy way to distribute high-resolution images without having to download/upload large files.
Check out recent Media Kits we built for clients:
$99 for complete set-up. Includes customized content and images. Turnaround: 4 days.
Oh, yeah, its worth it!
What do media kits include?
Essentials for your ecommerce press kit
- Your story: This is your why. Share your story, how your business came to be. Tell reporters a little about yourself and why you’re doing what you’re doing.
- Ability to provide large, high-resolution images of your logo, branding and products. Also include a transparent background to make your graphics easy to use for nearly any purpose, including print.
- Highlight your team: If there’s anyone else in your business besides yourself, share their story, their role and how they got involved in your business.
- Promote samples of articles/press: Show reporters other articles and publications that you or your business have been featured in or talked about. This can include blog posts, interviews, magazine articles, articles on other websites, etc.
Optional considerations for your ecommerce press kit
- Separate press/media email: A separate email address specifically for reporters, journalists or publications to contact you.
- Name spelling/capitalization: If your business has unique spelling or capitalization, specify how you wish your brand name to be printed in your media kit.
- Audio/video interviews or segments: Link to the clip or embed the media on your ecommerce press kit page.
- Awards/recognition: Share any awards or recognition your business has received. This adds validity to your business.
- Non-profit and volunteer involvement: Include any charities you support or non-profit work your business has been involved with.
- Social media and other audiences: If you have an engaged social media following, email list or other well-established audience, highlight that here. Include number of followers, subscribers, group members, etc. and customer reviews, comments, etc.
- Quotes: Include quotes that the media can use in their publications. This makes it easier for reporters to attribute direct quotes without having to reach out or coordinate an interview.
- FAQs: Eliminate the need for back-and-forth with the press by listing commonly asked questions and answering them consistently and accurately.
- Product samples: Samples can go a long way in making an impression and proving your product’s value proposition.
How to get press for your ecommerce business
It’s your turn now. When you’re considering putting together a press kit for your store, think about the websites and publications you want to be on and what you can put together that will make it easier to get covered there.
Remember that you still need to go out there, network and put yourself out there if you want to get press coverage for your business. A media kit only makes it easier for reporters to talk about you consistently and accurately. You still need to do the work to make it happen.
If you need help in creating your media kit, Charleston WebBuilder can assist you from initial concept to finished kit.
credits: How to Create a Press Kit That Gets Publicity for Your Business, Corey Ferreira