Every business needs a marketing kit, including small businesses. A marketing kit is an information packet that speaks to your customers' needs and answers their questions. 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.
Before You Make Your Marketing Kit
Your marketing kit will be most effective if you prepare before putting any materials together. The first thing you want to do is identify your audience because you'll need to know who your target customer is 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, 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.
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 proposition.
- 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 benefitted 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 story, share it. If you work with charities or local organizations, include that to create a personal connection.
To increase the flexibility of your marketing materials and limit unnecessary costs, use the template choices in your word processing software to design the pages of your marketing kit and then laser print them. This will allow you to update your content regularly and tailor your kit's content to specific prospects. You can also save this document as a PDF to email prospects or share on your website.
What a Marketing Kit Is Not
Your marketing kit should not be confused with a trifold brochure. These brochures are expensive to make, don't have room for more than basic information, and are often ignored by the very leads you want to target. Your potential clients need to know how you are different from your competitors, but a typical trifold brochure doesn't do the work to set you apart.
Your marketing kit is also more than a list of services or facts about your company; it should speak to the concerns of your customers and demonstrate why your products or services are the best choice for solving their problems. Your marketing materials, including your corporate marketing kit, should always focus on talking about your customers rather than your business. A marketing kit that focuses on the benefits that your products and services provide, and how you can solve the problems your customers are facing, is one of the most persuasive tools you have to convince a client to take a chance on your business.