Some clients pay us over $1,000,000 to run their multi-million-dollar crowdfunding campaigns. For the first time ever, we’re pulling back the curtains and showing you how we do it.
In our previous three articles we understood how to do proper crowdfunding research, how to start a Kickstarter campaign and finally what Kickstarter and Indiegogo campaign template best practices looked like. Now we want to talk about marketing strategies for campaign promotion mainly during the live campaign.
You’ve set a funding goal and a date for your campaign. The countdown has started, but if you hope to hit your goal, perhaps, more importantly, you need to get the word out. As with any digital marketing for Kickstarter or Indiegogo, preparation is key.
In other words: how will people find out about my Kickstarter project?
These plans should go beyond just having a website or at least a dedicated landing page and social media accounts – though those are extremely important – and include specific strategies for how you will promote your Kickstarter campaign.
Your research: Who is my target audience?
You need to identify who the people who might be interested in funding your film are, as well as where they can be found. The following questions may help guide this process:
And once you identify everything, this is where your Kickstarter campaign promotion starts. In this blog article, we’ll help you make your funding stage as smooth as possible.
One of the key differences between these two platforms is that Kickstarter needs about 3 days to approve your campaign, whereas Indiegogo does that instantly. To learn more about the differences between these two platforms, read our most in-detail and comprehensive article here.
Kickbooster is an affiliate marketing platform for Kickstarter and Indiegogo campaigns. It helps creators run and manage their affiliate marketing programs in an all-in-one integrated platform. What you need to do is to set up a campaign on Kickbooster and push your media partners, social media influencers and affiliate marketers to promote your product and earn commissions.
Note that all this can take some time so you might need to start preparing for a Kickbooster campaign a couple of days before.
Learn how to set up a Kickbooster campaign here. Also, you can find answers to all your questions in this official FAQ page.
Most of the time, conversions of Kickstarter or Indiegogo campaigns take the form of a U-shaped curve as shown below:
That’s probably because campaigners usually use all their resources in the beginning and start to raise more during the funding stage.
In contrast, well-planned and distributed resources can result in the constant growth of conversions during the entire funding process, as can be seen below:
Thus, from the very beginning plan your resources so you can have a relatively constant sales graph during the whole period of funding.
If you want your backers to order a certain reward, you can make it appear more appealing even despite its price.
Just make a cheaper reward with significantly less features. Although people will see the other reward is $10 more expensive, they will still prefer it as it comes with more features. This allows you to place your next reward at a price that is even $40 more expensive.
Once you launch your campaign, your next big task is to spread the word about your campaign. In other words, you should draw as much traffic to your campaign page as you can.
Marketing for Kickstarter or Indiegogo campaigns on social networks can be very effective if done correctly.
The use of hashtags, targeted advertising, and specialized groups can help you get more backers or increase the conversion rate of your existing backers. Here are some cool backer communities where you could market your Kickstarter product to increase your traffic and conversions.
There are a number of product listing and newsletter services that can greatly contribute to your fundraising efforts.
Long story short, some of the platforms list the best Kickstarter and Indiegogo campaigns in relevant product categories and send newsletters to their backer communities to spread the word.
Here are some of the best crowdfunding promotion services which can be highly effective for your campaign:
This is a great newsletter which shares the most exciting innovations with its 80,000+ subscribers every week.
Once your product gets approved by Tech I Want, they feature it across their 4 active social media promotion channels, including their YouTube review channel, social media channels, superbacker community, and on-site in-depth reviews.
All this drives high-quality traffic to your page and helps you promote your product.
This is another awesome platform, which helps integrate innovative products into people’s lives. The newsletter has a large subscriber base, including Kickstarter and Indiegogo backers, product creators, etc.
Featuring a lot of humor, it claims to showcase “the best new products on Earth… in an absurdly unique way.”
BackerLand has supported 700+ projects on both platforms with each of its members contributing to an average of 36 projects.
This platform sends the hottest deals and secret perks straight to its backer community’s inbox to let them in on the best campaigns. They even offer a money-back guarantee for their members and fully refund on their pledge, even when the campaign is over.
BackerCity is another large club for Kickstarter and Indiegogo backers. Through their special reward program, they offer creators a free and exclusive channel to present their crowdfunding projects in front of their large community of active and influential superbackers.
BackerClub is an active community of crowdfunding superbackers. Since 2014, the club has featured 8,107 projects.
Gadget Flow is a product discovery platform that keeps you up to date with the latest tech and the best crowdfunding campaigns. With over 17,000 live products across 250 categories, they feature 12 new discoveries every day.
Product Hunt is a platform that lets users share and discover their new products. Uniting a huge community of inventors, early adopters, and simply gadget geeks, it can thus help you significantly raise awareness about your product and lead to conversions.
Here’s how the platform works:
You first submit your product which is listed along with other products in a linear format by day. Then the site uses a voting system to promote the products, and the ones with the most votes become the product of the day and appear on the list of that day. This list of the top 5 techs “hunts” is then sent via email to subscribers.
But appearing in the top 5 is not just a matter of luck: this first of all requires you to know how to use this platform correctly. Consider the tips below to run a successful Product Hunt campaign:
1․ Launch at the right time.
The best days to launch your product are from Monday to Thursday. Product Hunt doesn’t send a newsletter on the weekends. So they handpick only 5 products from Friday, Saturday, and Sunday to be included in Monday’s newsletter.
If you want to be visible to a greater audience and get maximum upvotes, launch Midnight PST. This is the time when you can break not only into the US competition, but also get upvotes from the EU traffic. As a result, you can get a top ranking and ensure your early kickstart, which is nearly impossible in case of late launch.
2․ Ensure your upvotes before launching.
Want success? Be prepared for upvotes! If you have a pre-launch list of 1k people prepared beforehand and can get about 200 upvotes (especially early in the day), be sure to be off for a great headstart
3․ Get everyone to hit up their family and friends to support you on Product Hunt.
Never ask for upvotes, ask to give feedback/support.
4․ Make sure the CTR on Product Hunt’s home page is high.
Let your audience go to the front page, scroll down, click on your product and only then upvote from inside of your actual page. If you send them directly to your page, the impact will be much smaller.
5․ Reply to comments swiftly.
By doing so you’ll actually kill two birds with one stone: First, your fast reply will impact the Product Hunt algorithm. And second, people will appreciate your fast response and be eager to share your product.
6․ Put effort into your comments and try to answer as thoroughly as possible.
Remember, your commenters can become the ambassadors of your product and your voice!
7․ DM commenters with 1k+ followings.
Ask them to share your product on social media for you.
8․ Post the first comment.
This can help you:
As a source of inspiration have a look at two of many of our campaigns, which ranked #1 on Product Hunt.
Marketing for your Kickstarter or Indiegogo campaing and spreading the word about your product to make people Back it is your main goal during the live campaign. But how can you do this? The answer is the promotion channels!
In the tips below you’ll learn how to make the best out of your ads, PR, influencer marketing, SMM, Facebook Messenger Marketing, Direct Sales and Cross promotions.
Get ready to be equipped with the most working hacks ever! Let’s go.
Digital Advertising for Kickstarter is not the same as for an e-commerce platform or for brand awareness. Advertising and marketing for Kickstarter is a unique animal that requires a different approach.
Ads can be interesting, creative and cool. But for an ad to work, namely bring conversions, you need them to be effective. In the tips below we reveal the whole arsenal of hacks — from finding customer insights and hidden interests to creating lookalikes, new ads, tracking them and much more — to help you achieve unprecedented results.
Time to become an ad guru!
Want to better understand your audience and create content that resonates?
You’ll definitely need Audience insights. This great tool gives you in-depth information about your custom audience, people connected to your page or all the people on Facebook.
There are many ways on how to use Audience insights, but here’s the one that we use and love most.
On the left side of the page you can see the following metrics by which you can filter your audience.
Here select the best working countries (you can keep it worldwide as well), age, gender and of course interests.
Below we’ve selected “Electric bicycle” as an interest and narrowed the age to 25-45. To see what pages people in your selected category like, click on the “Page likes” section.
Scroll down a bit and sort by Affinity to find out how likely your audience is to like the given page compared to everyone on Facebook.
Once you have this useful information, you can use those page names as interests if, of course, there are interests for those pages.
And here comes the handy extension called Interests highlighter for Audience Insights to help you find out which page names have appropriate interests and which ones don’t. The tool shows you the presence or absence of interests with ticks and crosses respectively.
But there’s even more to the Audience insights: After putting the interests you want, the locations and age/gender, you can save that audience, and it will appear in the selected ad account.
So next time you need a similar audience for your ads, you know you already have them saved!
Finding all the interests of your audience is crucial for the success of your ads.
However, in the suggestion part Facebook usually doesn’t show all the interests that it has. As a result, you might never come across the hidden interests, which might significantly contribute to your ads’ success.
But the good news is that with Engine scout and Audience builder, you can instantly reveal those hidden interests. Let’s see how each of these handy tools can help you.
With Engine scout you can not only find your audience’s hidden interests but also their audience sizes.
This gives you a clear idea of how big those interests are and whether it’s worth investing in them.
The tool is quite easy to use: In the search bar, input the main keyword (in our case it’s ‘pen’) that describes your product and hit Enter.
Now you can see all the interests that contain the word “Pen”.
And next to each of them you can also see their audience sizes in the ads manager along with their respective categories.
Audience builder is another great tool that unlike Engine Scout also helps you find related keywords/interests.
Once you type the keyword, the tool brings other suggestions which are connected to your main interest. This is very cool and can be useful when you feel you’re running out of ideas.
The tool also allows you to choose the range of the audience size that you want your interests to be in, helping you find the ones that work best for your ads.
Anyone dealing with ads knows the power of using lookalike audiences, i.e. a Facebook segmentation tool that finds new potential customers who share the same interests and behaviours as your existing customers.
However, only a few know that it’s possible to apply lookalike audiences with worldwide targeting without using any interests at all.
Instead of targeting via interests, you can try out something totally different — targeting via audience-specific copy.
For instance, if you are targeting young people with some specific interest, include in the headline/body text of your copy some words or expressions that are commonly used by them. That would apparently be different from the language used by older people.
Here’s a similar youngster-friendly ad:
With its smart AI, Facebook will determine what kind of people are engaged with your ad and show it to more and more similar people who would be interested.
As a result, you’ll have more customers who would take interest in your product and become your potential backers.
Another strategy that you can use is to create lookalikes from different custom audiences that you use for retargeting. These could be people who’ve added your product to their carts or just visited your page. As you can’t be 100% sure that these people have a purchase intent, you can use them more effectively by including in your targeting such interests as engaged shoppers, online shopping, ecommerce, etc.
Whichever lookalikes strategy you use in your ads, it’s important to remember that people in this audience already have certain things in common, so you don’t need to go too narrow. Instead, there is an option to create lookalikes with up to 10% of audience size range. This means that depending on how closely you want to match your lookalike audiences with your existing audience, you can choose a lookalike audience size that’s anywhere from 1% to 10%, the 1% including only those people who most closely match your existing audience.
Usually the best working ones are those till 3%. So we suggest creating 3 lookalike audiences (1%, 2% and 3%) (with specific countries or worldwide) and target them separately or all together in one ad set.
Yet another great option is to target a worldwide lookalike audience, and already in the ad set section narrow it with specific locations.
All these strategies represent different kinds of targeting options with never overlapping audiences. So it’s definitely worth trying out to use lookalikes in these creative ways!
If during the past week the conversions in your ad account exceeded 25, you will be offered a really cool optimization type called Optimize for Value.
When optimizing for value, Facebook’s machine learning starts predicting how much return on ad spend (ROAS) a person may generate. Based on this prediction they bid for your highest value customers. As a result, by bidding more for people who are likely to invest more money in your product, you know you’re maximizing the ROAS for your campaigns.
So instead of maximizing the number of your purchases, in this case you maximize the value, namely the revenue a person generates within a day or a week for a given purchase event.
After selecting this option, you can write the minimum ROAS you want to get from the ads.
Of course, when doing so remember that this should be a reasonable number and try to resist the temptation to put, let’s say, 6 min ROAS. It won’t work properly as the workable minimum ROAS might differ from campaign to campaign. Instead you can start from 2 (most probably not the best min ROAS) to 3. This will allow you to test and understand which is the best one for you, and then only make Facebook work for you.
Facebook: We have several advertisers targeting the same audience. The one who has the higher bid will win the battle.
Advertiser 1: $0.7
Advertiser 2: $1.2
Advertiser 3: $1.8
Advertiser 4: $3.4
Facebook: We have the highest bid so far — $3.4. Who will bid more? Counting 1, 2 and…[drum rolls]…3! Advertiser 4 wins the auction! This means we’ll show their ads to the target audience first.
This was the short story of how the automated auction on Facebook happens and how one campaign can win over another with bidding.
Bidding is the amount of money you are willing to spend for 1 unit of conversion. Facebook runs automatic auctions all the time, because there’s no way you are targeting an audience which is not targeted by other advertisers.
Of course, when deciding the winner of the bid, Facebook considers other factors such as product relevance, quality of creatives, appealing copy and call to action, attractive offer, etc. too. For instance, if for some reason in the short run advertisers with poor ad quality and support win the auction with high bids, they will lose their place in the long run. So when it comes to bidding all components matter.
Now let’s talk about how to bid and what types of bidding are available on Facebook in case of ceteris paribus (when all other conditions are the same).
First of all, you should choose your preferred bid strategy right on the campaign level to tell Facebook how to bid in the ad auction.
Let’s see which strategies are available.
Highest Value or Lowest Cost
If you choose this strategy, Facebook will aim to spend your entire budget and get the most purchases. In this case you are not able to put any cost cap as you have no cost control.
Lowest cost itself implies giving the best possible options with lowest cost possible.
That’s exactly the strategy we usually recommend and use 90% of the time when putting subscription desired ads.
The rest of the bidding options go under the Cost Control category, giving you some control over spend, ROAS and Cost per Action. Let’s look into them too.
This strategy is specifically useful when you need to keep cost within a specific threshold. Based on that threshold Facebook will dynamically maximize results without exceeding your cap. Cost Cap can be associated with Cost per Action, so when you put your Cost Cap at $2 when collecting leads (subscribers), this means you are willing to pay $2 for every lead you get from ads.
This is a clear message to Facebook that you are seeking to maximise conversion volume within an acceptable Cost per Lead, that is $2.
But by setting the Cost Cap, you also let Facebook know you look to minimize your cost when possible and take no manual action in adjusting the bids.
This actually works pretty well with lead generation and conversion campaigns.
So if you want to be on top of your spendings and have direct control over them, we definitely recommend using this strategy.
But here’s also an important disclaimer: The learning phrase with this strategy can take longer than other bid strategies. So consider the fact that during the learning phase Facebook may exceed your cap. Aside from the time needed for learning, it may also exceed your cap to ensure results if your product is very competitive.
However, once the learning phrase is complete, Facebook will act in accordance with the predefined guidelines you set. It will find those who are more likely to convert with low Cost Per Action and show them your ads.
Let’s have a disclaimer here: when you choose Cost Cap it doesn’t necessarily mean FB will not go over it, in majority of cases it will as in those cases you’d lose the auction battle and you’ll know how competitive your target niche is.
However Facebook will also learn in accordance with the predefined guidelines you set. Facebook will find those who are more likely to convert with low Cost Per action and show them your ads.
When you use minimum ROAS, Facebook will target a minimum return on ad spend for each bid. If it’s the primary measure of success and is available in your account, you can sure go with it. But consider that lead generation is out of this strategy, so let’s move forward.
One of the trending topics regarding Facebook ads is scaling. How should you scale your ads to generate more revenue? Well, there are several methods we have tried out and got great results.
One of the easiest and most effective ways to scale your well-performing campaigns is by scaling their budget from 10% to 20% of the overall budget depending on their performance.
Let’s say you have a well-performing campaign with a $50 daily budget. After a week you see you get stable results from it and want to get more. To do so, you can start by increasing its daily budget by $10 (20%) and wait for 2 or 3 days to see what kind of impact it had.
If the performance gets better, scale it again with 20%, which will be $12. Continue these steps after 2 or 3 days and go check out the results. You’ll be super happy!
One of the best things regarding this strategy is that if you scale your campaigns up to 20% every time, there would be no disruptions in the learning process as the amount is not very big.
It won’t have any impact on ROAS either as again you don’t scale it too much and too drastically, keeping everything in your control.
But don’t get too excited. If you scale your well-performing ads by 50% or more, know that this can hurt the overall performance and waste your money. That’s because in most of the cases Facebook won’t have enough time and data to fully utilize the added budget of your campaign.
Another cool thing you can try with this strategy is to scale your audience size with the budget scale. Meaning, every time you scale your budget you can scale your audience size too. The first time you can change the target age by targeting more age groups, next time — try to target both males and females, third time — check the Expand Detailed Targeting option… This list can go on.
But one thing’s for sure: With this effective method you can significantly improve your results!
This is another great scaling strategy. Always try to create ads that would outperform your previous ads. You can also try to reach new targets and expand your reach. This strategy will always work if you do it right.
The third scaling strategy is about duplicating your best performing campaigns or ad sets and putting a higher budget from 30% to 50%. What’s more, you can duplicate the turned off ads that once performed really well and change the creatives for better results.
You never know what type of ad will exactly attract your audience.
That’s why we highly recommend that you create at least 3 types of ads: video, image and carousel.
The logic is pretty simple. Let’s say you created an ad with only 1 image. I am a potential backer, but at the moment your ad appeared in my news feed I was watching videos on Facebook. And since I’m more of a video-friendly person I never even went to the news feed and missed your product.
But if you had a video among your ads, I would probably have seen it while watching other videos, and would definitely make the purchase.
And, of course, there is another type of people who are more likely to shop from carousel ads. Not to lose all these audiences, always make sure you create different variations and let Facebook do the right targeting.
Here are several visual hacks that worked perfectly for all of our campaigns.
When making carousel ads, try to be as creative as possible.
In the carousel ads below we split the image into parts, creating something really unique.
These cutted carousel ads we used in our campaigns not only looked beautiful, but also worked pretty well.
To create these kinds of images, search in Google for different gradient backgrounds.
Then create your product image with a transparent background, and put it on these images.
You’ve got an eye-catching ad like the one below.
When scrolling through their news feed, your potential customers will definitely stop on this ad, click on it, and in an ideal case go and back it.
Thunder — that’s what we call this type of videos.
They are hard to create without a video maker, but if there is a will, there’s always a way.
If you are familiar with digital advertising, then you most probably know that there are lots of prohibited words that you can’t use in your copy. For instance, as you may know, Facebook is too cautious with words related to hygiene and health during this pandemic. “Mask” is among one of the words you should avoid. Now the question is: Is there a way to still use the word and not get blacklisted?
Our answer is yes!
Here are two simple hacks to help you bypass the filter:
There are 3 ways you can track your results: Facebook ads manager, Kickstarter dashboard and Google Analytics.
Here we’ll discuss how to track your results on Kickstarter dashboard and Google Analytics.
1.Tracking ads revenue of Kickstarter projects is not one of the easiest things to do. There are a few reasons for that. First of all Kickstarter doesn’t allow you to install a pixel on it. This makes it impossible to track the number of conversions and the purchase value in the ads manager. What’s even worse, you can’t make any appropriate optimization.
Thus to track the results of your Kickstarter projects, you need to create referral tags on the Kickstarter dashboard.
Once the tags are ready, take the generated link and put it in your ads. You’re ready!
Now whenever your ad brings conversions, you will see it on the Kickstarter dashboard right away.
2. To track the ads in Google Analytics, you need to create UTMs from the generated tags. You can do this inside Ads manager or use UTM builders.
If you’re using the ads manager, click on the “Build a URL Parameter” option above the Website URL field. Next, fill in the source, medium and campaign name (as shown in the screenshot).
Now you will be able to track the results in Google Analytics by searching for the source and medium written by you.
Of course, these tracking methods are not 100% accurate and all have bugs and incorrections, but the biggest problem still remains the optimization. That’s because we don’t have pixel or any trackable conversions, which means Facebook is not able to optimize the ads for people with purchase intent to see and buy them.
But we’ve got a solution to this too!
Only here and only in two lines (drum rolls) you’ll learn an amazing hack which will make your job as an advertiser much…much easier.
The thing is Kickstarter lets you send messages to your backers, and that process is done inside Kickstarter. So what we suggest is to create a survey (you can use Typeform or other tools), embed a pixel there, and include that survey link in the messages you send to your backers.
If you’re using Typeform, you can embed your pixel in the survey simply by going to the “Connect” section and pasting there your Facebook pixel ID.
And here is an example of a message that our backers receive as soon as they back the product. As you can see, in the body text of the message, we simply ask the backers to fill in the survey, noting that it’s necessary for our working processes.
As to the survey itself, you can write whatever questions you want, but keep everything short (3-4 questions overall). Here’s a survey example for you to review.
After embedding a pixel in your survey, you need to go to the Ads Manager, and create a custom conversion. In the URL contains the section paste the URL of your survey link.
Now whenever somebody opens the survey link, the pixel will fix them and track in the Ads Manager via already created custom conversions.
This solves 2 major problems: you will see the number of conversions from each campaign (it’s not 100% accurate but still works) and it will help you with optimization.
People who opened the survey link are already backers, and when you optimize for the custom conversion that you created, that means you are optimizing Facebook to find more people who are more likely to back your product.
Doing PR for crowdfunding campaigns can generally be divided into two stages: pre-launch and live. Pre-launch is mainly about finding the journalists and media outlets that are right for you. The second step in successful crowdfunding outreach is starting during the live stage by sending pitches and following up on them.
To help you do all this effectively, we have compiled a few super handy tips which will help you find relevant journalists easily and fast. What’s more, you’ll learn how to grab their attention and make them want to write about your product!
It’s important to reach out and contact journalists and media outlets before you launch. But what about journalists who you want to get confirmation from before going live?
One way is by sending them an exclusive sample of your product under the Embargo term.
But what is Embargo? This is a media term where the information source, namely you, requests the journalist or media outlet not to publish it before a specific date.
This is a win-win solution both for you and the journalist. On the one hand, you save time on sending samples and getting review coverages; on the other hand, the journalist gets the story covered ahead of all others!
Customized press kit is the first-hand information that journalists receive about your product and crowdfunding campaign. The more detailed you make it, the easier for a journalist to write a story about your product without needing another reliable source of information.
A proper press kit should include an interview with the founder along with FAQs, pictures of your fully assembled product, as well as videos and gifs showing it in action. You can also use your press kit for an exclusive.
Here are some examples of press kits from UVMask, Pico and Poma.
When you’re writing a journalist pitch, first think about the subject line your email should have. If you were a journalist and saw an email come through with that in the title, would you be interested enough to click on it?
In general, the best subject lines are short (average length shouldn’t exceed 50-60 characters) yet catchy – which give just enough information but leave room for curiosity too!
For segmented lists of reporters in our database who cover different beats or styles like markets/economics or lifestyle coverage, we create personalized subject lines so they can see if our email pertains specifically to their area(s).
Here are some hacks to look into when drafting the subject line for your pitches:
Here are a few subject lines with high open rates from our own pitches:
You’ve found the journalist, crafted a subject line that is catchy enough for him to click on and hit “Send.” But he won’t open.
What’s going on then? Your pitch!
Here are some tips to make your pitch stand out from all of those other emails in his inbox.
Think of your pitch as a chance to introduce yourself (your name, position and company you represent) as well as make clear what makes your product relevant for this particular reporter.
Remember, journalists are busy people who get lots of different pitches every day. They simply won’t spend time on something that is irrelevant to their beat. To help the journalist understand your product easier and faster, also make sure you include its brief description, mentioning the key features and benefits.
Here’s how we did this for one of our products, UV mask.
And here are a few other tips for writing a perfect pitch:
Our advice would be to send out the first follow-up pitch 2 business days after sending the original one. You can also attach your press kit to it to introduce something new to the journalist.
One hack we have been using lately is using a storyline in our follow-ups. In each of the emails in our follow-up sequence we include engaging facts about our project, something that is both impressive and interesting to read!
Here’s what we did during the PomaBrush campaign:
Mimic the same style of those reputable media publications that journalists contribute to for your product shots.This small tweak will create a sense of belonging to their articles and entice the journalist to approach your product pitch through a different — more personable — lens.
Here’s how our pitch addressed to Mental Floss journalist looked like:
It’s all in the style and colors of the outlet.
But if you decide to send something similar to TechCrunch, be sure to change the background color of the image to green — which is the color of that media outlet — and add the logo of the media at the very bottom of the email.
Sending each journalist an individual email may take ages, that’s why there are bulk emailing platforms, such as Streak or Mailshake that automatically send pitches and follow-ups to many journalists at once.
These tools save you lots of time without sacrificing the “personalization” element: the mails are sent one by one, appearing exactly the same way they would if it were me manually typing them out!
Before sending your pitches make sure the journalist emails on your list are correct and available. Different services such as Zerobounce can help you here. The only thing you have to do is import your mail list then wait for it to be verified before sending out those emails!
This is a good way to increase your trustworthiness among journalists. Imagine you get 2 emails — one ending with @gmail.com, and the other one with @company.com. Which one would look more trustworthy to you?
Of course the second one!
Here’s an example of a personalized domain from GigaDrive’s outreach:
To get more coverage for your campaign, you should use tools like Kickbooster. This will increase the chance of getting traffic and referral marketing for Kickstarter or Indiegogo campaigns from affiliate marketers as well as influencers who are interested in what they’re promoting.
To make journalists want to cover your project even more than before, try raising the affiliate commission by 1%. The journalist will receive an email from Kickbooster, which can be a great trigger for them.
Use this hack mostly when there is no traffic to your page or during the last days of the campaign.
Have you ever been in a situation where the journalist agreed to cover your project but there was no sample to send out yet? What do you do?
Well, you can negotiate with them and ask if they would be willing to cover the project before you’ll have the sample ready for them.
If they agree and cover the topic, you can then send the sample out to them once you have it. The journalist can then update their coverage with a review or unboxing. This way you will already have two articles about one thing: your product!
Here’s a similar review of unboxing for PomaBrush by Tech Advisor:
The role of Influencer marketing for Kickstarter and Indiegogo campaign promotion is huge now. However, questions start arising when it comes to finding the right influencers, negotiating terms with them and collaborating. This section addresses all your influencer marketing-related concerns with a few handy tips that will turn your experience with influencers into something really fruitful.
Like journalists, influencers are busy people who don’t need your bedtime stories. What really works for them is your specific offers, your expectations, and their benefits.
One of the most effective subject lines we tested is quite simple:
“Influnecer’s name >< your brand name>: Collaboration offer”
For example, “Jonathan >< UVMask: Collaboration offer
This subject line always gets me no less than 80% open rate.
Before you reach out to an influencer, take time to do your research. Read their page’s description, pay attention to their last posts/ stories so you can refer to them in a call.
These little things can make all the difference and will give the influencer more of a positive attitude towards you!
But don’t ramble on too long: Your main message should be clear and short, communicating to the influencer that you have input some time and energy in your email.
Also, avoid bulk messaging at all costs; but if you do use this strategy, make sure every recipient is personalized as much as possible.
Using Influencer marketing for Kickstarter or Indiegogo campaign promotion isn’t new and way too often creators start collaboration with pages with over 100K followers and end up with 0 conversions.
Don’t get fooled by numbers. If you see an influencer has 100k followers, it doesn’t always mean those people are engaged with her content. To learn more about their engagement with the content, check out the engagement rate and get insights on the likes and comments that the influencer’s posts get.
For example, if you find out that an influencer has 50k followers but a 20% engagement rate, know that sometimes it’s better than finding an influencer with 2M followers but a 0.1% engagement rate.
Thus, sometimes it can be more beneficial to work with micro-influencers rather than bigger names if their engagements rates are higher in comparison
Most people need more than one interaction to make buying decisions.
That’s why one-time collaborations are never effective. When negotiating, always agree on several posts and be as creative as possible about different types of posts. Also, try to plan out a variety of spaced out posts — ranging from unboxing stories and giveaways to those about special discounts or morning routine using your product, etc. — so the influencer’s “praise” about your product is perceived as natural.
Conversely, one-time posts are always seen as a plain promotion, which audiences do not engage well with. An influencer should prove to his audience he’s really into the product and using it.
Another trick you can use is to request to pay less for the promotion package instead of paying per post.
If you have reviews from influencers using your product, ask for permission and use them in your ads and other channels. Their targeted audience will easily recognize their faces and take interest in your product, which will add more value and credibility to your brand.
And you know what’s another thing that is really cool?
Making a compilation video with influencers’ posts. First, you take two or more videos from your influencers, put them together in one place and pin the influencers’ usernames somewhere on the videos. Next, use this new content to give other general targeted pages for posting on their sites so that the world can see how amazing your product is!
When negotiating terms with an influencer, agree with them to pay based on certain results. For instance, you can agree to pay $20 upfront for the influencer to make a post, and an additional $100 after they bring desired results, i.e. the post reaches 100k views, or when you have 100 conversions, etc.
Sometimes, these terms are hard to negotiate, but influencers don’t usually turn down reasonable offers.
Whenever you are working with an influencer on an Indiegogo campaign, consider creating personalized Indiegogo perks just for them.
Secret perks should be created with the influencer’s photo and a special text showing a discounted price specifically for the given influencer’s followers.
This simple trick always works great!
No matter how niche the targeting of your product is, you can bet there is an active Facebook community that would always be open to collaboration.
Simply search for Facebook groups that cater to your target audience, and reach out to their admins offering collaboration with affiliate links, special offers or paid promotions.
So, you’ve agreed to work with an influencer for your affiliate partnership? Well then the best thing that you could do next is ask them nicely if they could make a little more promotional content for a little higher commission.
Next, offer them the highest percentage during the final days of your campaign. This should really motivate your influencer who may need some extra encouragement in order to get things done on deadline.
It’s common for crowdfunding campaigns to not have enough fully-working prototypes to send out to influencers. But there is a way around this. Influencers are often able to pose with the product without actually being able to show off any features. So don’t sweat!
Unboxing videos can be just as impactful on users deciding whether it’s worth buying the product. As long as your prototype looks nice and has great packaging, you can expect great engagement.
And in case you can’t send your prototype to all of your influencers, don’t worry!
You can make an in-house unboxing video showing only your hands and send it to an influencer for voiceover and posting. This will make the video appear very organic, and the followers will think that the influencer has put their hands on the product before recommending it.
Looking to connect with your audience, build your brand, increase sales, and drive traffic?
There’s no better option than social media marketing!
But to achieve great results on social media platforms and engage your audience, you need to be aware of some basic things such as the content types, formats, etc.
In the next 6 tips we’ll take you to the world of social media marketing and show you the most useful hacks to keep your audience hooked to your page and increase conversions from it.
Within the crowdfunding pre-launch stage, you should seek to attain relevant subscribers — people who are actually interested in your product. An option to generate these subscribers is to simply run ads that compile a list of emails which you can then use to run your email marketing for a Kickstarter or Indiegogo campaign.
That’s a great option, but there’s an even more interactive way to host a community and generate better leads.
You can start by creating a Facebook group on your Facebook page. Once created, proceed to optimize it (e.g., create a cover, “about a group” section, the group link, etc.). Finally, make sure to activate the “only admins can approve new members’ requests and posts” feature.
After optimization, you can invite your new subscribers to join your “VIP” community.
Having this group gives you the opportunity to get a little more personal with your leads and share complete and detailed information about your product, your company, and the people behind the company.
Try to engage your VIP group members by asking questions, understanding their interests and concerns, and then addressing them. When the time comes, you can then ask them to support your crowdfunding campaign.
Additional tip: Keep an aspect of exclusivity for your group, letting them be the first to receive news, special offers, or other updates before it hits your Facebook page. Treat them as VIP members, and they’ll most likely support you like VIP members.
Try it out and get the maximum benefit from your subscriber’s list.
Diversifying your content on social media is a great way to boost engagement with your followers. To maximize it, use the 4 content types interchangeably for better engagement: Promo, Educative, Entertaining, and Inspirational content.
The best way to avoid over-selling your followers when promoting is to continue to post promo content while fitting in other types of content periodically.
How does this look?
Upload 1 – 3 posts daily. Include the product benefits, and if possible, product reviews and testimonials. Your followers are mainly interested in the product, remember that. So it’s essential to showcase how the product will help them while highlighting its use cases.
Get involved in conversations within the comment section when posting different forms of content. Each form will bring in new insights since it is unique in its tone and information. So be sure to ask your followers questions, get to know their interests and concerns, and use that knowledge towards your next content.
Here are the 4 content types in action during one of our most successful campaigns:
This content map can help you get started with content flows and ideas that you can use for your social media pages:
To get the most out of social media platforms and use them to their potential, you should test out various content formats and see what works best. Here are the main formats that you should try:
Each format has its specific benefits. Give them all a try to see what best engages your audience.
A quick tip: One of the best working formats on Instagram is a carousel post. It gets more organic reach than a single-image post. Using the square-video format also works well if it’s done with good quality.
Giveaways are a great way to bring in new traffic by having your followers share your crowdfunding campaign with their friends. Not only is it good to expand on the target audience, but it also promotes engagement with your current followers.
Here are a few giveaway ideas that you could use for your campaign:
Ask your followers to share your product’s photo in their stories or accounts and also tag your Instagram page. Then randomly choose 1-3 winners and reward them with something of value. This can be a small little trinket or an added service; you can be as creative as you’d like.
If your follower base is high (5,000+), you can ask them to tag 3 relevant friends under the giveaway post and write a comment by stating why they are interested in your product. By doing this, the people tagged can see their friend’s honest comment on your product.
You can have various giveaway goals, which at the end of the day, mostly focus on expanding your reach. How to best go about it is up to you. Whether it’s having your followers share your content, tag more users or even have your actual backers share and tag your campaign on different social media platforms are all very good options.
We’ve tried them all, and they work.
Generally speaking, people aren’t so keen to share crowdfunding campaigns on their social media. But you can use that fact to your advantage. Here’s how:
Incentivize your visitors to share your campaign utilizing various mediums. You can give them the option that best suits their style, making it more likely that they’ll share. Make it accessible by using convenient social share buttons that do most of the work, and instruct them with easy-to-follow actions.
For example: “Share our campaign (a link, a photo or a video) through your favorite social media platform (Facebook, Instagram, Twitter), use this hashtag (you should have a unique branded hashtag) to tag and let us know what you think of our product.”
From there, you can randomly reward some of the participants with some free gifts to further incentivize future engagement. But this doesn’t have to be a one-sided thing; get involved with the people who share. Go and comment, have some conversations, and have fun.
Not only can you do this directly through your social media platforms, but you can also use this tactic with your email subscribers and ask them to share on their social media pages. It’s best to try this tactic when you no longer can get a direct benefit from them.
Additional tip: Use your backer list and send them an email with the same approach.
Using cool AR filters is an awesome and innovative way to show your product in real-time.
Not only is it a great way to market your product, but it’s also a great opportunity to engage with your backers and followers and give them a quick sneak peek of what it would be like to own the product.
As of now, Instagram AR filters can be made using the Spark AR tool powered by Facebook.
How do you start? Just create a 3D object of your product and import it in Spark AR. Within Spark AR, you should make some adjustments, then publish it on your Instagram page. If you don’t have experience with 3D modeling, then you’ll need some designer help.
If you needed something to hook those undecided backers, this is the tool to get them over the edge.
Check out how it looked when we used this AR feature to advertise UVMask on Indiegogo.
Additional tip: You can put a section about the AR filter on your campaign page.
Facebook Messenger is your magic wand during live campaigns.
There’s a lot you can do with it — get directly in touch with your potential backers, inform them of important events, offer exclusive deals, etc.
The more hacks you know about Messenger Marketing, the more you can get out of it. But more on this in the rapid-fire Facebook Messenger Marketing tips below.
Now that you have built a substantial amount of subscribers in ManyChat, tell them your Kickstarter campaign is already Live. You can even give them something extra to appreciate their patience and make them feel special.
You can achieve this by constantly doing a broadcast on different occasions, as well as offering your potential backers appealing perks and discounts.
Quizzes are a great way to make your messaging very engaging. If you decide to use quizzes, make sure to reward winners. You can reward losers, too.
Reward referral points and give some valuable gifts to the most scored subscriber. In this respect, messenger giveaways have proven to be very cost-effective. In the end, you do a broadcast and give them the discounted perk.
Such broadcasts create a sense of urgency and thus result in the highest conversion rates.
Direct sales is yet another strategy you can implement for marketing your Kickstarter or Indiegogo campaign In fact, we believe it is one of the most crucial ones of your live campaign marketing.
To be able to sell well in your direct communication, you need two things: knowledge about the technical aspects of the process and good persuasive, communication and negotiation skills.
Here are a few tips for you to boost your conversions and sell like hell.
The traffic that comes with the help of the buttons is highly converting. Those potential backers just need a little push before making the final decision.
A Chat with us button serves exactly that purpose. Once your prospect clicks on it, they are directed to a live chat, where your customer support representative has a chance to directly answer their questions, concerns and doubts, negotiate and finally convert them.
On average, Chat with us buttons can add 3-4% raise to your conversions.
And because while reading different sections of your page your potential backers can have different questions, it’s a good idea to place the buttons in 3 places on your page — at the top, in the middle and at the bottom.
Here’s one of those buttons we used three times on our TurboHub page:
Your effectiveness in doing Direct Sales will be much higher if you start using CRM for closing the deals with your prospects.
There are several reasons for this: first of all, you will be able to gather all prospects from different channels in one place. And second, a good CRM has a lot of marketing features which help optimize your conversion rate and bring more sales.
We use Manychat which is considered one of the best.
It has an option to do broadcasts, to categorize your traffic, to bring traffic from comments with the comments tool option, etc. So we highly recommend going and getting a CRM tool for more effectiveness.
As we’ve told earlier, direct sales marketing for your Kickstarter or Indiegogo campaign can bring benefits if you have the proper communication strategy put in place.
Don’t just answer the questions of your potential customers. Instead try to ask more and more questions which will lead them to buy your product.
Here’s an example of how we converted one of our prospects when selling Pico — a self watering system for growing plants.
As you can see we were pretty active in asking questions and drawing the picture of what it is possible to do with Pico. This helped us get to the much-desired ‘yes’!
Besides asking and answering questions, in your communication make sure you consider your customers’ needs — try to emphasize the product features which suit them best.
Here’s how we used this strategy during our TurboHub campaign.
In response to the customer’s concern about the financial side of the order, our support specialist showed empathy, at the same time leading him to the thought that the money’s absolutely worth it as it will improve their work.
Also, you can make your customers feel special by building warm relationships with them. Specifically, you can offer them a secret perk with special discounts or branded gift cards to make them feel special.
Look at how we’re offering a gift while answering the customer’s question during our UVMask campaign.
The result? Satisfied customer and one more conversion!
The last ice-cream is always the tastiest and most wanted.
So why not create an illusion of selling the last ice cream on a hot day?
Create a sense of urgency by telling your customers the prices are going up, the number of products is limited, etc. Your potential backers will rush to order your product as soon as possible.
Now look how we used this strategy for UVmask:
As you can see it worked. Who wouldn’t like to get a discounted price for a super effective mask in the challenging COVID-19 times?
Backers who request a refund are a valuable source for you.
In two ways. First, you can ask them to tell you the reasons for their refund and encourage them to advise how to make your product better.
This way you’ll know what keeps people back from buying your product.
And second, you have a chance to persuade them to come back by offering some kind of gift or special discount. Here’s an example of an email we sent to our backers during the Blanc Mask campaign.
Using this strategy, we are able to return on average 15-20% of people who requested a refund.
Having a large number of subscribers on ManyChat is a great opportunity for upsell strategies as well. Upsells can boost your conversion rate and bring better results.
In the example below you can see a short broadcast we created and sent to all our subscribers. The messaging was that they could upgrade their order with a better price than others.
Unlike Indiegogo, Kickstarter has an option of direct messages, which you can find in the inbox section of your campaign page’s menu. People who simply have Kickstarter accounts can send you a direct message and ask you questions about your product right away!
So you just need to take advantage of this and convert them.
In the same way you can see different questions in your campaign’s comments section. Mostly people ask there how to upgrade their order and purchase more units.
This is also a goldmine for conversions and building relations with your potential backers.
Looking for an easy way to manage all the messages you receive? Don’t forget to link the ManyChat Facebook Comments 2.0. tool. It helps you to keep track of and respond both to the direct messages you receive, as well as the comments people write on your page.
If the aforementioned tool is active, it’ll send the potential backer a direct message which will in turn engage them by bringing them to ManyChat.
Remember, it’s almost impossible to make sales in the comments section! This is a public space where people don’t engage as much. Generally, customers tend to respond better in individual conversations.
Why? Because you get an opportunity to ask them more targeted questions, understand their needs, and finally convert them!
To use this tool you just need to activate the PRO version of your ManyChat account and create a simple comment flow like the one below:
Once you start using the tool, you’ll notice a significant increase in your conversions.
What do customers like more than feeling special? Nothing for sure!
SMS marketing allows you to show a professional and personalized approach to your customers.
Usually, because of privacy concerns we don’t like the idea of providing our phone numbers to companies or people. But once you build trust, your customers will eagerly provide you this valuable information on their own.
You know why?
Because by using SMS marketing, you show that the subscribed customers are the highest priority for you: you send them an SMS so they can receive the info on promotions first and thus be able to buy your product first. And who doesn’t like to be the first?
Once your prospects feel you are the safest source for them, you are free to sell your service/hardware product/ideas quicker and better.
Marketing for your Kickstarter or Indiegogo campaign through cross-promotions are probably one of the most effective ways to increase your campaign’s conversions. They help you grow your backer community by converting interested audiences into loyal backers, get up to 11% conversion rates and can raise over $50,000.
What you need is a cross-promotion tool and updates. But more on this below.
Cross-promotions are one of the most effective sources of relevant traffic and conversions for two reasons:
However, cross-promotions are extremely time and resource intensive if done manually.
CrossProm is a new platform which “brings together creators across the globe to build a strong crowdfunding community and help each other succeed.”
The key features of the platform are to increase your efficiency and raise funds effortlessly. Here is what you can get from using the platform:
Backers’ updates are a crucial part of not only your campaign but also cross-promotion success.
Campaigns that post updates regularly are more successful than the ones that don’t.
There are two reasons for this:
Like every successful campaign, your updates should be well-planned and strategized too.
This concerns both the number of your posts and the topics to be covered.
From the experience of more than 50 successful campaigns, we can assert that the optimal frequency of updates is once a week or once in 10 days.
Thus if you are running your campaign for 45 days, you can post from 5 to 8 updates.
This will help you build strong connections with your backers’ community, not spam them with too much information and provide value with each update.
The best thing you can do to boost campaign conversions is to send out updated newsletters. This type of marketing for Kickstarter or Indiegogo campaigns has two conversion options: upsells from the updates and cross-promotion.
The more updates you post, the more cross-promos you can land and the more conversions you can bring to your campaign. So scheduling your updates in advance can be a good strategy.
There is a wide range of topics you can cover within your updates: there are no strict rules on what to post and what not.
However, there are certain must-have topics during your live campaign that can contribute to its success.
Catch the list of those 8 types of updates for your live crowdfunding campaign:
By informing your backers about your important milestones — like getting 100% funded, unlocking a stretch goal, etc. — you, first of all, give them the sense of belonging to something successful. And second, with this kind of update you confirm that your product will definitely come to life.
This way you make your backers feel their investment is meaningful.
Related: 15 Most Funded Kickstarter Projects: Lessons to Learn
Updates are a great source for scaling your campaign. Backers who trust you and believe in your campaign are much more likely to support it once again.
You can give them this opportunity by announcing new add-ons available for purchase or upgrade their pledge levels with discounted prices.
These updates are one of the most crucial ones for your backers.
Because with the product development updates you show your backers how real your product is, as well as the progress you made with its production processes. Even if it’s a prototype, show how it works, and what your next actions are to improve it.
Including reviews in your updates is another way to showcase your product in action, raising the trust of backers in your campaign and product.
Using referral marketing for Kickstarter or Indiegogo campaign in your updates can spread the word about your campaign and ultimately raise funds with the help of your backers.
By offering perks for each referrer to your backers, you are getting access to your backers’ lookalike audiences and growing your supporters community.
In your updates make sure to give answers to the questions that your backers’ are concerned with. Go over the list of comments and questions you receive most, categorize them and provide a full explanation.
This will help you show how much your backers’ community means to you as a campaigner.
When your campaign is over give your backers a short summary of the campaign, thank them for trusting your campaign. Also provide them with a roadmap on what to expect now that the campaign is funded.
Before the campaign ends, inform your backers that to finalize their pledge by the end of the campaign surveys will be sent to them, whether it’s a native Kickstarter survey, or pledge managers such as BackerKit, PledgeBox, etc. When sending the surveys, give them specific instructions on how to fill it out, and the deadline for completing.
Provide your backers’ with detailed information on where you are with the production and related processes. Be transparent and very open when sharing this information: don’t overpromise if you are not sure about the dates of the Kickstarter fulfillment and the delivery.
One of the greatest advantages of digital marketing for your Kickstarter and Indiegogo campaign is that you can track your results right away.
And indeed, result tracking is crucial when it comes to choosing relevant strategies for your Kickstarter campaign. It helps you understand what’s working and what’s not so you know what to focus on more.
Here are two tools to easily track conversions and other metrics related to your campaign page:
Depending on which platform you are using, you can always have access to your analytics on the native dashboard of the platform.
GA is the most reliable choice when dealing with conversions and user behavior of your campaign on Kickstarter or Indiegogo. There is a lot to tell about this tool, but here we’ll shortly present the most important functions you’ll need to use in your daily work.
To set up your GA account, first, you need to add the tracking ID to your product page.
Here are the simple steps to follow:
Don’t forget to enable Ecommerce and demographics settings:
Keep your eye on these metrics
Even though building UTMs for Google Analytics works both for Kickstarter and Indiegogo, it is recommended to use Kickstarter’s native tracking method if the campaign is on Kickstarter.
Here’s how to create those links:
You simply give it a label and generate the tag.
To analyze is to understand and fix the problem in time. The analysis of your results allows you to find out what is going wrong with the marketing strategies for your campaign and look for ways to improve it.
For instance, if you have a low traffic, the analytics will help you understand whether it is a traffic problem or one related to page conversions. Keep testing new strategies and tactics all the time to improve your results.
If you kept reading up to this point, you are fully ready to launch your next successful Kickstarter campaign, from the first steps to take before launching your campaign all the way through how a Kickstarter campaign promotion works. We did our best to give maximally detailed information on all the crowdfunding stages and tools and hope that our 4 guides have given you some much-needed clarity about how your crowdfunding campaigns work. Now it’s your turn.
Comment any question below and we ensure you’ll get your answer within hours.