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If you’ve been following along with this series so far, you now have an idea of what platform you want to use, and a good idea of your pricing, rewards, and content. I’ve been mentioning marketing a lot during my articles, but I never went into the specifics of how to handle it. If you have the budget, you could hire a firm or team to do this for you and save yourself the painstaking effort, but if you’re doing it yourself, then this article will, hopefully, get you on the right track. Keep in mind that if you have your own ideas, you shouldn’t be afraid to go for it and try them out!
As mentioned in the previous article, you need to have your social media accounts set up long before you’re ready to go live with the campaign. These accounts and your activity should at least be creating some awareness of what you’re doing in the relevant communities. You need to have also joined and been interacting with the appropriate groups on Facebook and Reddit.
Having the social media side of things down is great, but it doesn’t supplant mentions on prominent blogs and news sites. Getting an article on a popular blog can account for reaching your entire project goal without much difficulty, so they are essential. Years ago, I saw two similar projects for laser-cut wood stationery running in the same month on Kickstarter. One made $700, while the other made $80,000. Both were pretty similar as far as usability and function go, but one went all out on blogs and marketing, and the other only posted about their campaign in a couple of facebook groups that were not particularly relevant.
When you’re getting ready to tease your product to build hype, make sure your website has a way for people to sign-up for the newsletter/mailing list. I have found Mailchimp to be the easiest platform to use, but there are many other alternatives available, so feel free to rely on whichever suits you the most. Having a popup on your website after 5-10 seconds is an annoying but effective way to get mailing list subscribers. A “Coming Soon” page with a mailing list sign-up for the product is a great idea too.
If you’re not sure where to get featured, research other campaigns in the same genre and search for them using a popular search engine. Once you’ve researched a few campaigns, you’ll quickly figure out the top 10 or 20 places. Large, relevant YouTube channels and Instagram accounts can also be wonderful reviewers, depending on your product. Some sites you’ll find are purely news-based, while others might want to get hands-on with the product and show what it can do. Previously in the series, I mentioned budgeting for additional prototype boards – this is their purpose.
As you find places that could review or mention your product, collect the names of the people posting the articles if they are available (especially for larger websites with many writers). Some sites may only take a press release, while others might respond better to receiving a more informal message. Create a spreadsheet of all the websites, their writers, and their direct email addresses where possible (an info@ or news@ address probably won’t do much for you). Alternatively, you could use a free CRM/Marketing tool like HubSpot to manage these contacts and keep track of when you messaged them. I found HubSpot’s canned messages system made contacting a lot of people using personalized messages much easier for one of my campaigns. If you don’t feel like it’s the right tool for you, keep in mind that there is no shortage of alternatives out there.
Prioritize your top contacts to send ‘review hardware’ to, and make sure that the hardware is shipped at least a month prior to the campaign to allow time for them to receive and play with it. Send the others your press release or a personal message about your campaign, with a link to the campaign preview and the launch date. Hopefully, you’ll end up with several articles about your campaign going live during the first days of the campaign to get the momentum going.
If you’re working on a product with broad appeal, contacting your local city’s media outlets (newspapers, radio stations, TV stations) can be an excellent source of additional traffic. Some news sites will appreciate a local interest piece to cover, whilst others may prefer to wait for you to hit your goal and cover the campaign as a local success story.
Once you have launched your campaign, you will want to share the link on the Facebook groups and Subreddits you previously joined, as well as post about the campaign on your own social media pages. Don’t be spammy; this can be a significant negative influence on potential customers. Be respectful of group rules. Posting about something you’ve done with your project and putting the link right at the end can be a positive way to share your campaign.
The perfect time to send an email to the mailing list you have been building is right after clicking the Launch button. These people have taken the time to sign up and can be expected to already be somewhat invested in the product. The mailing list subscribers are likely to be your early bird backers, purchasing those limited rewards as quickly as they can.
As you hit significant milestones such as 50% funded, fully funded, and hit stretch goals (if you have them), you can follow up with the contacts in your spreadsheet. Don’t be demanding, and don’t email them too frequently – if you didn’t hear back from them after your first message, then hitting an important milestone can be a great excuse to follow up. If you’re targeting news sites that require press releases, get these written up before you go live. That way, all you’ll need to do is send them out, saving critical campaign time for more pressing issues.
Elaborating further, press releases might sound difficult or scary, but surprisingly they aren’t. If you’re still not sure you’re up to the challenge of writing a press release, you can hire a freelance reporter to write it for you. However, if you are doing it yourself, consider investigating the style of the site you’re sending to, and simply writing the article about your campaign in the same style so that all they’ll need to do is publish it.
If you have a marketing budget, well-targeted Facebook ads can be surprisingly effective. In my experience, spending $1000 on Facebook has given me about a ten-to-one return with a highly targeted audience. GoogleAds have done nothing for me, with a 0% return on any amount of money spent on the platform for my projects. You can pick up $100 vouchers for GoogleAds (generally requires some spend of your own) relatively easily, so it’s worth giving a go despite my experiences.
On your website, keep collecting mailing list subscribers. You will be able to send updates on the campaign to the mailing list, and it will be helpful for post-campaign marketing as well as any campaigns you run in the future.
Once you’ve successfully concluded your campaign and are looking for new sales, you can follow up with some of the sites that mentioned you or reviewed your product and let them know you’re now accepting direct sales. A quick marketing push can give you a sales boost from those who had a wait-and-see attitude regarding the campaign, or missed out completely.
Hopefully, you’ve kept the mailing list subscribe popup on your website active, as well as collected mailing list subscribers through your Facebook page. You can send an email out to the mailing list subscribers at this point too to capture sales from those subscribers who have taken the time to express an interest in your product. You’ll probably see a conversion rate of about 5% from these emails.
Facebook ads with a minimum daily budget can be efficient if you have a good target audience. In my experience, the ads get better results after several weeks once the Facebook algorithms learn whom to show the ads to. Consequently, you shouldn’t rush to cancel them if you don’t get the results you were hoping for after just a day or two.
Marketing is critical to selling any product, but especially so on a crowdfunding platform. Because you only have the funding period to reach as many people as possible, and to make as big an impact on those people as possible, solid preparation becomes a necessity. If possible, you should have everything in place at least two months before you are ready to go live. All your press and media contacts should know about the campaign at least four weeks ahead of its launch date. The work you put into the marketing aspect of your campaign will be the most directly correlated to the amount of funds raised. Having an exceptional product is important, having a quality campaign is very important, but getting people to see that product and that campaign is critical.
If you haven’t read the first article in this series and want to learn more about crowdfunding in general, check it out. Or sign-up for our service, see what is new with Upverter or contact us for more information if you want to learn more about the capabilities of browser-based design and product development.