Most of the press kits we produce today go to influencers. Some have millions of followers, others far fewer, others only a few thousand. At some point, plenty of entrepreneurs ask whether it’s worth building a kit for that audience. After all, what are the odds the “famous” person posts something flattering about the product?
Try another angle. Me, you, your sister, your uncle, your neighbor, your customer: we’re all influencers. The only difference between the famous ones and the rest of us is follower count, meaning how many people the post will reach. But a small following doesn’t mean the campaign won’t pay off. If your uncle posts the kit and even one of his friends is interested in your product, you’ve gained an admirer who might turn into your best customer.
Strategy comes before the mailing list
If reasoning like that has kept you from running a press kit campaign, flip it. What matters is mapping the right strategy for your business in detail: know your target audience, know who they follow, and understand which influencers can actually move the needle, in which regions, and with what kind of campaign.
And remember: your customers deserve special attention. They already know your product and your service, and nobody is better positioned to influence your next customers.
A customer who is happy with the product, the service, and the experience, and who feels singled out by a personalized press kit, will be your biggest and best influencer.