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150 Kickstarter Campaign Tips for Successful Crowdfunding in 2021

15.01.2021

Today, we’re going to show you how to launch and run a 7-figure Kickstarter campaign step-by-step.

Because for every amazing success story you hear about a project raising $5M+ and launching a brand that’s acquired by Facebook, there are hundreds of thousands that fail to make a splash.

While 63% of crowdfunders fail, and the remaining 37% raise less than $10,000 on average, we raised over a million dollars more than 10 times.

And the best part?

  • We explain everything comprehensively, so you don’t have to be a professional to understand the details
  • We give you the immediate practical steps, and not all the boring background theory you don’t need to know to implement them
  • We give you all the working tools, which are 100% tested by us and used in our day-to-day
  • We give you additional resources, 100% for free!

In this article, you’ll find the exact tactics our company uses to drive waves of traffic to our campaign pages, and generate over 5 million dollars with minimal resources.

A Taste of What You’ll Learn

  • How to test the market to see if they want your product
  • How to collect an audience dying for your product
  • How to get prepared for a successful Kickstarter or Indiegogo campaign
  • How to create a campaign page that will attract visitors like honey
  • How to build an ARMY of journalists and influencers to create buzz around your product
  • How to create the most awesome Facebook ads
  • Tons of other crowdfunding promotion tips & ideas

This monster 24,000+ word article is designed both for those who are going to launch their crowdfunding campaign for the first time and those who are doing that every day.

It contains 150 tested crowdfunding tips to create and promote your campaign on Kickstarter or Indiegogo.

With links to case studies, research, resources, and tutorials, you will have everything at hand to understand how to run a successful crowdfunding campaign.

This is indeed the ONLY guide you need if you want to get your Kickstarter marketing plan to succeed.

To help you navigate easily, we have divided the article into sections corresponding to stages that a Kickstarter campaign passes through: research, pre-launch, and funding.

Research is the very first stage of a crowdfunding campaign. It can make or break it, and as such is crucial in that it can determine the further success of your project. Its main aim is to understand the value of your product, its demand in the market, and explore the strategies your competitors have successfully implemented.

As to the pre-launch and funding stages, they require lots of work, flexibility and continuous contact with the backers, the importance of both being equally crucial to successful crowdfunding.

Feel free to use the links to jump to a specific section which is of interest to you. There will also be links at the end of each section to quickly scroll back to the top of this post.

 

 

Crowdfunding Research

During the research stage, compare your product to other similar products, understand your product’s benefits, and define your target audience and positioning.

You should also keep in mind that the crowdfunding process is flexible, which supposes constant change of previous decisions. Therefore, certain decisions made during the research stage, such as the one on your product’s positioning can often alter as a result of testing.

After the research stage, you will be able to answer two simple questions:

  1. Why should people want to buy my product?
  2. How does it make their life better?

Below are a few super-useful steps and tools to make your research maximally effective and lay the foundation for a successful Kickstarter campaign.

 

Product Research

You’re not developing your product in a vacuum. Companies innovate every day, and new things are constantly launched on crowdfunding, Amazon, and everywhere else.

Why not use this to your advantage when developing your own product?

 

Tip #1. Check your product/market fit

Whether you are a startupper or a serial entrepreneur, your first task should be to make sure you have a good product-market fit.

In other words, your idea of whether your product is good or bad should not be based solely on your or your friends’ biased opinion. To get a more objective idea about its potential, you should opt for prior market validation from its potential backers.

Prelaunch is a tool specially designed for this purpose.

With this reservation funnel, you can understand if there is a demand for your product and what price potential backers are willing to pay:

  1. Check market demand

The tool tracks the behavior of your page visitors to find out if your product is of interest to them.

It allows you to compare subscription rates with benchmarks tailored to your product and evaluate the market demand.

  1. Check whether they will actually BUY, and at what price

Make subscribers pull out their credit cards and make a commitment to buy by putting down $1 for Super Early bird discount.

You can A/B test different price points and identify the best working one.

Based on certain behavioral patterns and its historical data, Prealaunch  can forecast through real market projection the percentage of people that will back your Kickstarter campaign.

market-research kickstarter promotion

market fit kickstarter
With this early knowledge about your target audience, product positioning and pricing strategy, you will be able to make the respective changes in your product’s features or price to make it more fit for the market. You’ll be able to kick-start your campaign more easily, and avoid being kicked-out of the industry over criticism from your backers.

And if by the end of your testing you want to have a few 1,000 hot leads waiting on your launch… nice bonus, right?

Try Prelaunch now, it’s free.

 

Tip #2. Search how similar campaigns performed on Kickstarter and Indiegogo

Learn from the mistakes of others.

This is one of the most useful methods to analyze your potential performance — by analyzing the performance of your competitors’ funding curves. This can be done by using such campaign trackers as Biggercake (only for Kickstarter) and Backertracker.

Whenever you see one of these U-shape curves on Biggercake, you know that the given campaign mostly benefited during the first and last days, most probably thanks to their subscribers.

Whereas a more homogeneous curve shows that the platform’s audience was continuously interested in the product — definitely a good sign!

The shape of the curve can also indicate the optimal resource allocation, which we will discuss later.

This analysis will also help you determine which of these platforms will work best for your product. In doing so, you should also consider the relevant traffic your competitor products attracted to their campaign pages.

When researching similar campaigns, keep in mind you should be focusing on recent data from fresh campaigns. Fads come and go. And old campaigns may present products which though popular once, may have since lost their mass market appeal.

And if — during your research — you come across many competitors, don’t worry!

This is a good sign, since you now have a wealth of information — from the campaign page to the backer comments — to improve your product and campaign and make it stand out. You can see what works and what doesn’t, and repurpose their strategies into your own marketing and product development later on.

 

Tip #3. Carefully examine similar products on Amazon and eBay

Don’t limit yourself to crowdfunding! Increase the chances of your product’s success by examining similar products on Amazon and eBay, too.

In doing so:

  1. Pay close attention to the number of reviews the products have. Remember, the more reviews, the better!
  2. Read the comments and reviews to get an idea of what features customers would like your product to have. What do they like? Or not? What could be improved?

amazon-products kickstarter promotion
This way you’ll find tons of precious insights on what your potential customers want or expect from the product, and what they don’t like.

Note: Typically we look for products that are not just slightly better than their competitors in Amazon, but significantly — over 10 times better!

Remember, you’re not in a vacuum. People develop similar products every day, and their users are your first step to discovering what the market wants the most.

Read this guide on Amazon product research for more detailed tips (in many cases the techniques are applicable to eBay as well).

 

Research Competitors’ Strategies

Research is not just about using your competitors to develop your products.

They’re also important indicators for what works and what doesn’t in a crowdfunding campaign!

Every so often, we see an amazing product that just raised $2,000. Or something that’s not innovative or practical at all that raises $5M+. Why? How?

These are the answers you need to find out…

 

Tip #4. Find out if similar Kickstarter campaigns are grabbing the media’s attention

Do products like yours get covered by major media outlets? Will you get the recognition you think you deserve?

Don’t wait until launch to find out!

Simply searching your competitor’s name on Google by putting it in double quotes will bring you all the results you need. And if you want something more, you can use the MediaToolKit.com media monitoring tool to find all the mentions of your competitors in the press.

Note: As you discover media mentions, collect them in a spreadsheet. You can later reach out to these exact blogs and journals during your own campaign.

Also think about what your competitors’ outreach strategy was. Compare articles to one another, to reverse engineer their press release — more on that later — and keep that in mind when writing your own.

 

Tip #5. Examine your competitors’ ads

Good advertisers copy. Great advertisers steal!

If your competitors are running long-term ads, they’re constantly spending money on getting them to the right audience. So they must be working!

To see your competitors’ Facebook ads, go to your competitors’ page and click on Page Transparency below in the right sidebar.

Hit See more and then click Go to Ad Library in the Ads from this Page box.

 

Tip #6. Read crowdfunding success stories and case studies

If you want your campaign to be successful, you should first opt for studying the success stories and case studies of other campaigns.

This will allow you to learn the best practices from the best campaigns and apply them to your own one.

You can find plenty of such sources on the web or you can check out a couple of really amazing cases we have picked specially for you: Volterman case study, Pico case study, Snapmaker 2.0, and Pilot.

 

Tip #7. Keep the best ideas you find in a swipe file

Remember that great ad campaign you saw last month?

No? Me neither!

That’s why you should be keeping a file — Google Doc — where you can swipe all the genius ideas you find online (or offline for that matter).

Split them up by topics, and into relative sections so that you can easily find them in the future:

  1. Emails
  2. Ads
  3. Headlines
  4. SMM posts
  5. Pitches
  6. Articles
  7. Comments

Then, whenever you find something that strikes a chord with you, something that has received a lot of engagement, a news article headline that you really want to click… swipe it!

 

Tip #8. Brainstorm with your team to identify the right keywords

Finding the right targeting options is one of the most crucial parts of your crowdfunding campaign.

With all your research done, take a break and a change of scenery. Let everything sink in, and your unconscious mind form connections that your conscious mind missed.

And then gather your team together and invest some quality time in brainstorming keywords that are somehow related to your product.

You’ll then use these keywords when creating content for your campaign page on Kickstarter or Indiegogo, on your social media, pitches and more, to attract a relevant audience.

Just take a look at these tested brainstorming tips we use here at TCF.

 

Pre-launch Campaign

Jump to the table of contents

Many people think launching a campaign is as easy as ABC. They just submit a half-baked idea on either Kickstarter or Indiegogo, and wait for it to meet its goals.

Well, dude, I’m sorry. But that’s not how it works!

You need to start preparing months before the launch of your campaign.

Rome wasn’t built in a day. And running a successful campaign takes months — we’ve even run some pre-launch campaigns for over a year as we got ready for the launch at The Crowdfunding Formula.

If other campaigns raise $25,000 in two months, we raise around $50,000 in just one day.

 

What’s our secret, you ask? One word: PREPARATION!

It takes time to determine your target audience, and to connect with them months before your campaign kicks off… you need to let things marinate to get the best results.

The pre-launch phase is more crucial because it allows you to study the market, find your niche, start collecting leads, and engage them with a carefully planned email marketing strategy.

Market validation and email subscribers play a vital role in the success of a Kickstarter campaign’s strong launch.

Once you’re done with your research, the pre-launch campaign consists of three stages:

  1. Collecting and warming up subscribers
  2. Video creation and photo-shoots
  3. Building your PR and Influencer databases

 

Collecting and Warming up Subscribers

Gathering subscribers before you launch is one of the key contributors to a strong start. And a strong start is one of the biggest indicators of a successful campaign.

There’s nothing worse than launching your campaign and not having hit your goal in the first 24 hours.

Hit it, and you’ll start appearing higher in people’s searches, on the Kickstarter or Indiegogo homepages, in their newsletters… and like a snowball gaining momentum, you’ll hit your milestones one after the other.

 

Creating a Pre-launch Landing Page

Building a website doesn’t need to be hard!

Gone are the days when you needed a computer science degree, coding experience, and days of figuring out what went wrong between your HTML and CSS.

Tip #9. Create a killer pre-launch landing page

These tools will help you build super cool landing pages for your pre-launch marketing campaign. They are the ultimate winners among the hundreds of tools our project managers have tried.

Some common advantages are:

Landingi

 

  1. Hosted in the cloud
  2. Simple domain setup
  3. Super easy and fast way to build and manage landing pages even for newbies
  4. Intuitive drag & drop website builder
  5. Ability to add custom HTML, CSS, and JS code
  6. Special WordPress plugin to host the landing page under a custom directory on the same domain as the main website
  7. Not limited to WordPress

Readymag

  1. Hosted in the cloud or on your own domain
  2. Super customizable with HTML, CSS, and JS code
  3. Easy analytics

10Web

  1. Hosted using a custom hosting solution, or 10Web (Google Cloud) for full functionality
  2. Easy to scale
  3. Intuitive drag & drop website builder using Elementor, with a lot of customization options and built-in elements
  4. Uses WordPress as the engine, so you get all the advantages of WordPress plugins
  5. Has special plugins developed by 10Web for Security, Performance, SEO, and backups

Here are some resources that will help you get started with Landingi and 10Web.

 

Tip #10. Integrate your landing page with Google Analytics and Facebook Pixel

It’s no good if you start bringing traffic to your page without knowing where it came from!

You need a way to analyze who visited, who converted, and who you should keep targeting.

Enter Google Analytics.

There are lots of analytics platforms out there, but with Google’s wide reach across the web, it provides some of the most accurate overall analytics of your audience.

GA FBPixel

Facebook’s Pixel allows you to gather your visitors into an audience you can retarget with Facebook ads, and better understand their conversion rates on your page.

Note: Setting up your Facebook Pixel can sometimes be a challenge. With this Chrome extension, you can easily check to see if its working before you start running ads.

Here’s how to set up your Google Analytics profile and Facebook Pixel.

 

Tip #11. Use email marketing services

Did you know your email list is one of your biggest launch assets?

Use email marketing services to get in touch with potential backers, increase brand awareness, and drive hot leads ready to convert to your campaign page when you launch.

If you’re new to email marketing, use MailerLite. It’s pocket-friendly, easy to use, and has beautiful template designs.

Our project managers also recommend ConvertKit, which is convenient if you want to send targeted emails. Rest assured that your email will be sent to the right segment.

Try these email marketing services and see which one works for you better.

 

Tip #12. Catch your leaving visitors with pop-ups

No matter how many people subscribe to your pre-launch through the on-page form, you’ll be losing people who get distracted, aren’t as attentively interested, or gave up halfway through.

No matter their reason, you’re going to show them how cool your product is in your email marketing, so you might as well get them to sign up now. Right?

Showing a pop-up to visitors after a certain period of time, or as they’re about to leave your page, can increase your sign-ups by 5-10%

Optimonk has a lot of variations for adding pop-ups to your landing page.

We would especially recommend exit-intent pop-ups, which retain visitors that are going to leave your page. This “last reminder” to subscribe to your product really works!

Popups kickstarter

Tip #13. Don’t use pictures that say nothing about your product

Try to capture your product in situations it’s meant to be used.

Try to make your target audience identify themselves in your pics. Not only that — think about how the person looking at your pictures will imagine themselves using your product.

Hack: As most people are right-handed, if you’re selling a mug, have the handle to the right so people imagine themselves grabbing it!

And don’t forget to emphasize the unique selling points of your product in the photo, and tie it into the accompanying copy.

That’s exactly what we did on Albicchiere page, when showing the portable aspect of the wine dispenser.

images for kickstarter

Tip #14. Use 2-3 subscription forms along the landing page depending on its length

Subscription forms are what allow your visitors to sign up and claim their discount on your product when your Kickstarter campaign goes live.

And while you might think that one subscription form at the end of your page — once your visitors have read all your copy — is enough…

It isn’t.

Your readers might be convinced the moment they read the headline. Or after reading a couple of blocks. Or after skimming through to the end. Or after skimming back up a bit…

It’s hard to say. And it all depends on the complexity, niche, and price of your product.

So why gamble on the wrong position for your subscription form if you can add 2-3 — or even more — throughout your page?!

 

Tip #15. Describe your product in one sentence

This is the hero image. Above the fold. Your headline.

The first thing visitors to your website will see.

What’s that one idea you want to transmit immediately?

one sentense description kickstarter

This descriptive sentence should highlight your USP, or Unique Selling Proposition — the single reason your product stands out.

What is the value you’re offering your customers? The most important benefit? And the problem it solves for your prospect?

Note: Generally, avoid using long sentences on your page. The user should get the message at a glance. Use visuals instead of text whenever possible.

 

Tip #16. Hide an expensive price behind a percentage

If your product is under $150, show it!

Have your price up there by the subscription form, and show how much you’re knocking off with a dollar discount — Now $17 instead of $50!

 

If, on the other hand, your product is expensive, just tell your visitors how much they’ll be saving. 30-50% off the MSRP is usually a good price point for crowdfunding campaigns.

 

Driving Traffic to Your Landing Page

Once your landing page is up and running, you now have to drive visitors — or traffic — to it.

You need to engage the relevant audiences on Facebook, and bring them to your site with highly-converting ads.

 

Tip #17. Use Facebook Ads to drive relevant traffic to your totally new webpage

Use lead generation ads or preferably create custom conversions instead to increase your traffic.

 

Tip #18. Create at least 2-3 versions of your landing page

Aim for different market positions on each, so that you can see what resonates with your audience. Maybe they care more about your product being lightweight, or they want to know that it’s built out of recycled materials.

 

Rewrite your copy, and present your product using these different angles, and then choose the one that works best.

 

Tip #19. Organize a referral program on your “Thank you” page

You can use the Kickoff labs to let your backers refer to their friends and earn rewards.

Learn how to set up a Kickoff labs campaign here.

several landing pages

Don’t go crazy with your referral program though, make sure you keep the text short and precise.

Your backers must be able to easily grasp the meaning of the referral program and understand how it works.

 

Tip #20. Reward the participants with tangible gifts

If you want to really motivate the participants to take part in your referral program, give them something they would really love to get.

Telling that you’re going to give them a 5% discount for a $20 product won’t make sense, while it may be a deciding factor for a $4,000 product!

In case of our Wickedball campaign, for instance, we offered the participants a FREE Wickedball – the product itself.

 

Tip #21. Create a Facebook VIP Group

No matter how well you run your email marketing campaign, there will always be leads that slip through the cracks.

Maybe they wrote down the wrong email, or you’re landing in their Promotions/Spam for some reason.

That’s why it’s always a good idea to have a Facebook VIP group that you can invite leads to after they subscribe.

This secondary channel can actually become a valuable place to talk with your potential backers, and is one more place you can remind them of your launch.

 

Email Marketing

The easiest way to gather and warm up leads before you launch is through email marketing.

What?! Emails?!

Yes, I know you might have heard that everything happens on social media now, that digital advertising is the way forward… but email marketing is still one of the most effective sales generation strategies.

With conversion rates of 5-15%, and almost no cost, if you gather a list of 5,000 engaged subscribers before you launch — and treat them right! — that’s 500 people backing your campaign in the first 24 hours!

Use emails to keep your subscribers updated about your product’s journey — and of course, let them know when you launch!

Your emails are an additional tool for you to explain about the history of your product, why you’re the right person to bring it to market, and other benefits they’ll enjoy that you couldn’t fit on the landing page.

Let’s see how to get started with email marketing.

 

Tip #22. Send 5-6 powerful emails

The idea behind a strong email sequence is to tell your leads the story you want them to hear.

Make each email about one topic, and have a call to action at the end that gets them to join your Facebook VIP group, answer a survey, share your campaign, or to back your campaign.

Some ideas for your sequence include:

  • Introduce yourself and confirm their subscription.
  • Tell them about the problem you discovered, and how your product solves it
  • Share additional information about the product
  • Give them social proof (if you have it), and sources that enhance your credibility
  • Let them know you’ll be launching soon (3 days left, 24 hours left, etc.)
  • And make sure you let them know when you go live!

 

Tip #23. Follow a consistent email marketing calendar

Plan your emails for the same day(s) every week.

For example, let them know in their welcome email that you’ll be getting in touch every Thursday.

That way they know you won’t be spamming them every day, and they’ll also be waiting for that weekly email from you on that day.

Just be sure to avoid weekends and holidays, as people usually don’t check their emails that day. And by the time they do, yours will already be way down on the list of important messages they need to check.

 

Tip #24. Keep track of the right metrics

So, you’re sending emails out. But how do you know if they’re landing. And if they are, how do you know if people are actively reading them, waiting for your launch?

That’s where email marketing’s 2 most important metrics come in.

Open rates show you how many people are opening your emails.

If you’ve targeted the right audience, and informed them well on the page, AND are sending them engaging emails, you should expect open rates of over 50% during your pre-launch campaign.

Click rates not only show you how many people click on the links in your emails — they also are an indicator of your audience reading and engaging with your emails.

That’s why you should rarely, if ever, send out an email without a link.

If you’re doing everything right, you should be getting click rates of around 10-20%.

If your metrics are lower, there are a number of things that could be going wrong. These are some of the most common ways to fix them:

  • Narrow your target audience. The people signing up for your emails aren’t that relevant and aren’t interested in opening your emails.
  • Give your subscribers more value. These are people on the other end, that you’re asking to give their time to read your emails. Make sure they’re interesting, fun, and well-written.
  • Authenticate your domain with SPF and DMARC records, and turn on DKIM signing.
  • Check your Sender Score.

 

Messenger Marketing, aka Chatbots

 

Tip #25. Use ManyChat to reach your audience on Facebook Messenger

ManyChat is currently the best messenger marketing platform. Its user interface and flow building are perfect and straightforward.

Besides, all the texts and actions can be edited in one place. And its platform builders are doing a great job by constantly developing and enhancing it in terms of functionality and usability.

Here are a few tips for its initial setup:

Add your Facebook page to ManyChat and create the welcome flow and persistent menu flows, which include a CTA to your landing page (or a flow, where you tag them and send a campaign launch broadcast later), and an “Unsubscribe” button.

The latter is one of the most important things to remember since if you don’t provide an easy unsubscribe option to your subscribers, they’ll get mad and report your bot. Consequently, your page will be blocked by Facebook.

Here is an article to guide you throughout this setup process.

Note: Always monitor your Facebook Page Insights for page reports and try to keep them as low as possible.

 

Tip #26. Automatically segment your audience

ManyChat gives you the opportunity to schedule a broadcast for your segmented audience to get in contact with them whenever you wish.

So make sure you set up automatic tagging, and build a segment of those that want to get notified about your Kickstarter campaign launch.

 

Tip #27. Collect subscribers organically

If you have built a decent community on your Facebook, you can make engaging posts and use the Comment Growth Tool. The latter brings the followers into your chatbot automatically given their consent.

Or you can turn on ads, and bring people to your ManyChat bot via those.

 

Video Creation and Photo-shoots

70% of your visitors won’t make it down the page. You need to capture their attention with powerful photos, and a strong video.

But it’s not even just about your eventual Kickstarter page. Strong visuals can help you find better leads, they can show what your copy talks about on your pre-launch page, and they can even be cut into smaller clips for highly-engaging ads.

Let’s see what you can do to plan better videos and photos.

 

Tip #28. Spend time planning your video beforehand

Take your time planning every single detail concerning your video so that you don’t lose track of even a small thing.

When shooting, changes can turn into delays, and delays can end up costing quite a bit of money.

Think through everything beforehand, and make sure it fits within your budget.

 

Tip #29. Brainstorm with your team for plot ideas

Write down each and every crazy idea you can come up with.

Remember, great ideas have a tendency to come suddenly and fly away quickly!

Kickstarter and Indiegogo are wacky platforms, and often the videos have a very unique “crowdfunding style”.

Watch a few together, and get creative. Even the most boring products — from a screwdriver to a bag — can have insanely creative videos that propel them well into 7 figure campaigns.

 

Tip #30. Give your videos structure

It’s no good if your video’s plot is all over the place.

Keep it focused, and tell the story your product needs you to, in the most efficient way possible:

  • The Introduction: Describe your product briefly, in just a few words.
  • Define the Problem: Briefly discuss what problem you are trying to solve, and why your competition hasn’t managed to yet.
  • Introduce your Solution: Show your viewers why you decided to solve the problem, and how your product solves it. You can also start by discussing some traditional ineffective solutions ⁠— if there are some⁠ — and only then introduce your solution. This will make your product look stronger.
  • Introduce your Team: Share with your potential backers who you are, and give a brief overview of your motivations and story. You should look capable and professional to your backers so they can trust buying your product with their hard-earned cash.
  • Present the Features of your Product: Give examples of how your backers can use your product. Let your backers imagine themselves with your product in hand. Be honest, show your product in action, and don’t use technical language.
  • Include a Call to Action: Once you have aroused your prospects’ interest, don’t let them lose it by the end of your video. End with an effective call to action — something that encourages your potential backers to act right away. Try to make them feel their contribution can be crucial to the campaign’s success.

But if you want to make your video even cooler, read our article on Kickstarter video creation, or get in touch with the amazing Milenium5 creative agency.

 

Tip #31. Don’t exceed 4 minutes

You don’t want to bore your potential backers to death, do you?

Keep your video short and sweet — 2:30-3:00 minutes is more than enough to achieve your desired effect.

 

Tip #32. Don’t concentrate on making a viral video

You’re not making the next Apple ad!

Remember, most ads you see on TV are about brand awareness, recognition, being top-of-mind, retaining customers and easing buyer’s regret.

But that’s not what a Kickstarter video is about.

Highlight the product, its benefits, and why people should buy it. It’s that simple.

You’re not bringing them to the page, they’re already there. It needs to grab them emotionally and inspire them to watch it till the end and buy the product.

For this Pico video, we had a 40% watch rate — a pretty good statistic for a crowdfunding campaign that reached thousands of people.

kickstarter video

Tip #32. Make your video emotional

Did you know people most often buy based on emotion rather than logic?

Do your best to arouse the desired emotion in your prospects through visuals and copy that match your brand and put your visitors in that state of mind.

Don’t try to logically explain how your product is better than the competition. Don’t tell them that it’s got a speed of 2,000 MB/s. Show them how that’s going to positively impact their lives!

 

Tip #33. Prepare your photoshoot

Look through commercial photos of similar products on Pinterest and prepare a storyboard that you can show your photographer for inspiration before the photoshoot.

You’re going to need a lot of photos for your social media, ads and campaign page, so don’t skimp!

 

Over the course of a typical campaign, we take over 200 high-quality photos.

On the other hand, a couple of good photos will do most of the work. So if you find your photos aren’t working, just keep taking more to get that awesome one!

 

Stepping up your PR game

Collecting databases of relevant journalists and influencers sets your Kickstarter campaign up for further promotion. A targeted digital PR campaign increases brand awareness and boosts lead generation.

To run a successful digital PR campaign, you need to go through three stages:

  1. Media Research. Journalists and publications receive hundreds if not thousands of pitches a day. Don’t waste time and effort sending them pitches on topics they do not cover. Instead, use tools that allow you to identify media outlets and reporters in your niche. Their readers are your potential backers.
  2. Media Outreach. You’ll most likely spend a lot of time sending pitches to journalists. Save time and send amazing pitches in bulk.
  3. Media Monitoring. You got in touch with more journalists and bloggers you can count. Now you want to see if your efforts paid off. Use media tools to get a notification every time your product is mentioned on the web.

Want to see how we do it?

Here are some research tips which will help you collect these data in a tried and tested way.

 

Journalists and Bloggers

Get your product media attention. Find relevant journalists, bloggers, and publications that will write and publish about your cool idea. The best part? It’s free publicity.

 

Tip #34. Find a list of journalists that cover your beat

Every journalist covers specific topics. There’s no point in outreaching a tech journalist about a dog toy, or a pet blog about an ebike.

Luckily, you don’t need to scour the internet and read every single magazine to find your media contacts.

Use websites such as Pressrush, BuzzSumo, MuckRack and Anewstip to find relevant journalists that will cover your product.

pr kickstarter

The platform provides all the information about journalists — which publications they are working currently in, their personal blogs and profiles on various social media. On top of research, you can also contact the journalists directly from the platform.

journalists for crowdfunding

muckrack for crowdfunding campaign

The availability of all this information makes this tool perfect especially when it comes to reaching out to journalists and writing your pitches. Once you start following your selected journalists, the platform emails you their articles as they get published.

 

Tip #35. Target journalists with advanced search operators

You probably know this already, but it’s a useful refresher.

Google has tons of commands that let you search in more advanced ways. Here are some common commands that will make your Google Searches more effective:

  • Exact-match search — “relevant keyword”
  • Search in the titles — allintitle:”keyword”
  • Search for relevant writers in the journals you want — “keyword” site:the-journal-you-want.com
  • Find reviews of your competitors — allintitle:review (competitor1 OR competitor2)
  • Search for journalists in a specific location — loc:placename

 

Tip #36. Use advanced search queries to find relevant databases for your campaign

Welcome to the age of data and perfect research. Are you about to dive into search for your next big list of journalists on Google? How about doing this super effectively and fast? Here are some common commands that will help you perfectly master Google Search and make your search really productive:

  • Exact Match Search: Include your relevant keyword in the quotes “” (e.g. “Techchrunch journalist”) to get the result with the keyword inside: journalist research
  • Search in titles: if you type allintitle: and add your keyword right after the colons without a space (e.g. allintitle:crowdfunding formula), the search will return only the articles where the keywords are in the title. If you are searching for an exact phrase, include the text in the quotes, e.g. allintitle:”crowdfunding journalist”. This is the best way to narrow down your search,crowdfunding journalist
  • Search for relevant articles in the journals you want: if you are looking for a specific article in a journal, here is a hack to help you find it easily. Type the keyword in quotes (e.g. “advertising tip”) and the site information site:[the-journal-you-want.com]. Here’s an example: “advertising tip” site:https://thecrowdfundingformula.com/ research kickstarter
  • Find reviews of your competitors: To spy on your competitors and find what reviews they have, simply type allintitle:review [name of competitor1 OR competitor2] in the search space. E.g. allintitle:review lenovo review-research
  • Location search: If you are looking for journalists from a specific country, you can use the location:[state/country] search hack. Thus, if you are looking for a journalist from Japan who covers the tech industry, simply type location: Japan “tech journalist” and check out the results.  Journalist location

Let’s take your searches one step further with Google Dorking!

Using Google Dorking is quite easy.

Combine a few useful search commands and you’ll get some ready made data for your campaign. Look at the example below and try to play with the commands to get the best outcome:

“blogger” OR “editor” OR “journalist” “email” filetype:csv OR filetype:xls OR filetype:xlsx

See what we did there?

This will search for:

  • Emails within a spreadsheet (csv, xls or xlsx)
  • On pages that also contain the keywords of blogger, editor, or journalist

You can also search information in unprotected and public Google Sheets. To do this, you can use the following query:

[ inurl:docs.google.com/spreadsheets and “@gmail.com” and “journalists”].

Want to learn more about Google Dorking? Check out the following article to make the most of this hacking tool.

 

Tip #37. Rank the publications in your database by popularity

Not all journals are created equal. And for your PR campaign to reach its ultimate success, you’re going to want to get featured in some of the top outlets out there.

How do you know which ones these are? By their Alexa rank!

alexa rank

The higher up they are on the list (closer to 1), the more popular they are on the internet.

Hint: the result is delivered based on the data of the past 90 days.

And the easiest way to check their Alexa rank is with the Alexa Chrome extension.

You just need to go to the page you want to include in your database, hit the icon and note the number. If the number is 30 it means the website is the 30th most visited site in the world.

alexa chrome extension

Tip #38. Build an email list of your media contacts

In general finding a journalist’s business email address is a hard task. But not when you use tools like Nymeria — a browser extension that helps you find someone’s email from LinkedIn.

All you need to do is add the extension to your Chrome, navigate to the journalist’s page and click the Nymeria icon. The extension will automatically scan through the relevant LinkedIn profile to find the user’s verified email addresses.

Once you find that data, copy and paste it into your general media research database:

email list

You’re done!

 

Instagram Influencers

Instagram influencer marketing is on the rise, and you need to make the best of it. Reach your target audience through Instagram influencers in your niche, and watch your email list grow.

Here’s how you do it.

 

Tip #39. Find related pages directly on Instagram

You might know a few Instagram influencers within your niche, but you know there are more out there!

How do you get to them? You could just use Instagram itself…

Use Instagram to search for a popular name within the niche you are interested in.

Then just click the small arrow next to the “Follow” button and Instagram will display similar profiles taking into account the niche, interests, number of followers, etc.

 

Tip #40. Discover new profiles using hashtags

Search for some keywords related to your product on Instagram search (Tags).

Click on one of the suggested popular hashtags and you’ll get hundreds of thousands of profiles among which you can easily find the ones that constantly share similar content.

 

Tip #41. Find listicles of influencers on blogs and digital magazines

You’re not the first to search for influencers, and most of the research is already out there.

Just go to Google and search for “Best [keyword] influencers on Instagram”.

It might just be a list of 10, sure, but it’s a good start. Collect your relevant influencers, and then find related ones with the tip from above!

 

Tip #42. Keep an eye on your competitors’ social media

Your competitors are also a source for Instagram influencers. After all, they’re also searching for influencers and trying to engage them in their promotions.

So, keep an eye on your competitors’ profiles, and you’ll soon see influencers tagging them in photos.

Another influencer swiped!

 

Tip #43. Make your life easier with influencer marketing platforms

You could keep your own spreadsheet — we do this often.

Or you could go one step further and use an influencer marketing platform that allows you to research and maintain your own influencer database all in one place.

There are plenty of free ones, and the paid ones usually offer free trials. But the following are our favorites:

 

Tip #44. Analyze your influencers’ audiences with Heepsy

Although there are many platforms for influencer research, inexpensive platforms don’t offer many features and quality services can cost thousands of dollars. Heepsy is the golden middle.

It has a variety of search criteria you can choose from, making it easy to find relevant influencers on Instagram. The important criteria we look for are location, niche/category, number of followers, and engagement rate.
heepsy

Heepsy gives good analytics for audience insights showing influencers’ audience age, gender, location, interests and more. After all, it’s not the influencer you’re after, but their audience!

heepsy influencers

Apart from being very user-friendly and full of useful features, Heepsy has one very cool option — Brand Mentions.

We all know that influencers that are heavy on promotional content tend to perform worse than those with entertaining content. You can get insights on what other brands they collaborated with so far, and how well their audience engaged with the promotional content.

heepsy brand mentions

Tip #45. More free influencers found on searchmybio

Searchmybio is another great tool you can use for influencer research. So much so, that they call themselves the Followerwonk — a very popular tool for researching Twitter bios — of Instagram.

Just type your keywords in the search bar, select the number of followers you’re after, and it will bring hundreds, even thousands of influencers who match your requirements.

search my bio

And the most beautiful part — it’s totally free!

 

Tip #46. Find relevant influencers with Brands Collabs Manager

In 2018 Facebook launched Brand Collabs Manager, an influencer marketing tool to make it easier for brands and influencers to get connected. Facebook refers to influencers and Facebook pages as Creators, which they prefer over the term “influencer”.

To get started, go to the brand collabs manager and apply as an advertiser with your Facebook page.

Once approved, it lets you choose the topics you are interested in to make the recommendations more personalised.

On the home page you’ll find suggested creators for your product and pages similar to those which you already collaborated with, if you have. And if that is the case, the tool will also show insights like reach, impressions and engagement.

What’s more, it lets you boost your promotional posts right from the tool with just some clicks, if of course, the creator gave you the approval.

One of the core features of the tool is finding creators. Clicking on the search button, you can easily search by keywords and sort the target audience by country, gender, age, and interests of the audience. You can also search for the portfolio type of the creator.

Brands Collab Manager gives you access to these creators’ insights including their audience’s main country/city, age, gender, engagement rates, video views and most importantly, their portfolio — the list of brands they worked with and associated promotional posts.

Moreover, BCM lets you contact them directly from the tool without wasting a minute. And if you are thinking of outreaching a few creators, you can create a list for your campaign to export later.

To do this, first find a relevant creator, then simply click on “find similar creators” and it will bring new relevant results for your next great project!

 

Tip #47. Select relevant influencers from Facebook Categories

Here is a simple yet super hack to find all Facebook creators in one place.

First go to https://facebook.com/pages/category which is the complete list of categories in which all the Facebook creators are divided. If the list seems too long, just use ctrl F to find a keyword you think might be a relevant criteria for your search.

Now you can pick the category that interests you the most.

 

Tip #48. Find influencers on Twitter with Followerwonk

Followerwonk is a tool for Twitter that does almost the same thing as searchmy.bio on Instagram. The difference is that it has way more advanced features than searchmy.bio.

With this tool you can search any keyword, follow Twitter accounts right from your search results, analyze tweets and much more. In short, this is a must-have tool when looking for Twitter influencers.

 

Tip #49. Translate keywords

You have exhausted all your research strategies but the results in your language search don’t seem right?

We’ve got a solution — Google Translate!

Try translating the keywords into different languages and expand the limits of your research.

For instance, imagine you get unsatisfactory results after searching for mom influencers with the keywords ‘moms’, ‘parenting’, ‘family’,’ toddler’, etc. Your next step? Type those keywords into Google Translate to get the French equivalents.

Bingo! Now you have the keywords “maman”, “parentalité”, “famille”, etc.and can easily find French influencers.

Remember, your audience probably speaks more than one language. So keep this trick up your sleeve when doing research and never limit yourself to just English.

 

Tip #50. Calculate engagement rates

It’s not always true that big influencers will get your campaign the most traffic.

In fact, in many cases, 10 smaller influencers will probably have a bigger effect than one large influencer, as their engagement rates with their smaller audiences are bigger.

There are a number of ways to calculate engagement rates. But here is what we suggest:

  • Sum the number of likes and comments of the last 12 posts and divide it by 12 to get the average for these 12 posts.
  • Then divide the number by the total number of followers and multiply it by 100.

You can also use the Analytics by WeFind Google Chrome extension, which does it automatically.

 

Tip #51. Follow ViralMango for up-to-date influencer hacks

There are a ton of resources out there for basic influencer marketing.

But if you want to take your influencer marketing game to the next level, check out Viral Mango. This awesome site not only gives you practical tips, it also shares large lists of the top influencers in each niche, with ratings for each influencer and a custom description that could help you tailor a personalized pitch to them later on down the line.

viralmango

One of its coolest features, however, is the Mango Score. The tool analyzes the top 15 metrics for any influencer you give it — you can even try it on your own profile! — to tell you if it’s worth working with them!

And if you’re after more tips and tricks on influencer marketing, read our article about finding and reaching out to relevant influencers for more detailed insights.

 

Facebook Pages

Influencer marketing might be drawn towards Instagram, but that doesn’t mean you should turn a blind eye to Facebook. Between brand pages, influencer pages, and communities — it’s a gold mine of influencers.

Here’s what you can do to reach influencers that will promote your product.

 

Tip #52. Discover all Facebook Pages in one place

This one is so simple, it’s silly. But so powerful, it’s crazy!

We stumbled on this by accident when researching Facebook pages for a campaign — and it almost seems like a bug on Facebook’s part, as there’s no way of getting here unless you type it directly into the URL.

If you want to see all Facebook pages, organized by category in one place, just type: https://facebook.com/pages/category

 

 

Tip #53. Use FB Ads Manager to find pages related to specific interests

If you want to narrow down your search, you can use Facebook Ads Manager to find pages related to specific interests pretty easily.

Go to Audience Insights.

Then choose “Interests” from the left column and search for the interest you have in your mind.

Then go to the “Page Likes” section, and presto! There are your pages!

 

Tip #54. Brands Collabs Manager

In 2018 Facebook launched Brand Collabs Manager, an influencer marketing tool, to make it easier for brands and influencers to get connected.

Note: Don’t be confused by the naming of the platform, as Facebook refers to influencers and Facebook pages as Creators, which they prefer over the term “influencer”.

To get started, go to the Brand Collabs Manager, and apply as an advertiser with your Facebook page. And once you’re approved, it lets you choose the topics you are interested in to make its recommendations more personalised.

On the home page you’ll find suggested creators for your product, and similar pages to those who you already collaborated with, once you’ve already started using it. And if you have, it will also show insights like reach, impressions and engagement.

Of course, one of the core features is finding creators.

You can search by keywords and sort the target audience by country, gender, age, and interests of the audience. Once you’ve found a creator you want to work with, just click on “Find Similar Creators” and it will bring you fresh results.

Brands Collab Manager gives you access to these creators’ insights including their audience’s primary location, age, gender, engagement rates, video views and most importantly, their portfolio — a list of brands they’ve worked with and their associated promotional posts.

BCM lets you contact them directly from the tool without losing a minute, but if you are thinking of outreaching a few creators, you can also create a list for your campaign to export later.

And once your creators start posting, Brand Collabs Manager even lets you boost your promotional posts right from within the tool — as long as the creator approves.

 

Tip #55. Supercharge your Facebook influencer research

There’s only so much you can do from within Facebook. If you want to take it to the next level, you need to use online third-party tools.

BuzzSumo offers a limited 7-day free trial plan. It has a “Find influencers” feature, which makes influencer research for Facebook and Twitter quite easy.

Behind.ai is another similar tool: Just write down the keyword — and the accounts of the bloggers, influencers and their social media pages will all be at your disposal!

 

Tip #56. Mind the engagement rates

When looking for relevant influencers, pay close attention to the engagement rate of their posts. There are special tools like Meltwater that can help you do that.

But you can also search for them manually. Just look through any influencer’s videos and photos to find out whether they are engaging or not.

For instance, if the given influencer’s videos have 500,000-700,000 views or if their photos have 1,000+ likes and 100+ comments, this obviously means they are quite engaging.

Also note that you don’t have to scroll down through all the posts of the given influencer to assess their engagement rate: Looking through the last 20 posts is more than enough to understand whether they resonate with the audience or not.

 

Campaign Page Creation

Jump to the table of contents

Your Kickstarter campaign page is your business card.

It’s the bridge between your product and your potential backers. The steps described below will help you effectively organize the information on your page to ensure the highest conversion rates for your product.

 

Tip #57. Create a page that has logical flow

Carefully plan the initial order of your page sections.

Note: There is no single formula for this — each product dictates its own logic.

For instance, in the case of FUELL Fluid, we started with the introduction of the team to emphasize the ebike is designed by the legendary Harley-Davidson engineer Erik Buell. Whereas in the case of Pico, we went directly into the problem/solution of the product.

The ultimate goal should be to present the product in the simplest, most understandable and logical way so that all site visitors get the message you wanted them to receive immediately.

Once you’re done with this, focus on the marketing and design elements to make the best out of your page

 

Apply the Best Marketing Principles

Marketing can make or break your product, that’s why you should do it right. Don’t tell people what your product is about — show them that it is a game-changer.

 

Tip #58. Play it smart — the smaller your goal, the better

Setting the funding goal is probably one of the most important moments when creating your crowdfunding campaign. After all, the only thing you want is to reach your goal, but do your potential backers really need to know what your real goal is? Probably not.

The secret is that people are more likely to invest in a project which has been funded successfully and already exceeded its goal 10 times over.

smart goals

Nobody wants to take the risk and back something that is only 10% funded…

And the main thing that tells the backer that your campaign is successful is the bar which shows how close you are to your goal. So, set it to $25K and reach $2.5M to make your campaign more attractive by keeping your funding bar green.

 

Tip #59. Create unique content for your page

You are the one who decides how the storytelling will flow on your campaign page.

Make it as interesting and engaging as possible. One of the ways to do this is to personalize the storytelling and write as if the user of the product tells their story.

We’ve had highly technical campaigns that sold purely on the features of the product. But we’ve also had highly emotional campaigns that told a story from the perspective of a dog, or a child.

unique content

Don’t limit your imagination here, but make sure that whatever approach you take, it matches your brand’s voice, and what your audience expects to hear.

 

Tip #60. Showcase the benefits rather than the features of your product

When you’re deeply informed about your own product, sometimes you end up getting caught up in the features…

It’s waterproof and durable, it has over 100 cu. in. of space, it has a UV light in the 260-270nm wavelength range…

I’m sorry to tell you, but nobody cares. Why?

Because they care about themselves. And how your product can benefit them. Let me show you some examples of how you can turn your features into benefits for your audience:

  • Waterproof & Durable -> You can take it anywhere, you’ll never get caught stranded in the rain, you don’t need to worry about it getting damaged and buying a new one.
  • It’s large -> Carry all your precious belongings, leave nothing behind.
  • It’s small -> Slide it into your pocket, even on those slimmest jeans.
  • 3 colors -> You get to choose your style

Simple? Sure. But very effective.

 

Tip #61. Speak to your audience of one

A common mistake among novices is to make the page about themselves or their product.

But just like you turned your product’s features into benefits, remember who you did that for… your end user!

All the research you did in the early stages, gave you insights into who that ideal buyer is. Now’s the time to use it.

But don’t take it too far and end up preaching to a crowd of 1,000. No. Think about how you’d tell your friend about a cool product you just found. How would you tell them? What would you emphasize? What would they want to hear?

Be friendly, casual, informative, persuasive… and show that one friend of yours how this product will actually help them out.

 

Tip #62. Include a comparison chart

Is your product better than the competition?

Show your backers!

A well-structured comparison chart is the most effective way to show the obvious advantages of your product against that of your competitors.

Maybe don’t include everything, but make sure to have a few instances where your product is worse than the competition, to make it more credible for your leads.

Have your product stand out with a different color, and be sure it comes out on top!

Here’s one example from the Albicchiere campaign.

comparison-chart

Look at how we compare it with D-Vine and PLUM using different features.

Tip #63. Add a technical specifications chart

If your product is technical — and even if it isn’t — including a technical specifications chart on your page is a good way to inform your backers of all those details you can’t expand upon in the body copy.

Weight, size, materials. Battery life, processing power, included cables. Color, ports, distance.

You’d be surprised at all the minor details your backers want to know. So be as detailed as possible.

And as not all of your audience will be from USA, add in the metric measurements as well.

Here’s an example from FUELL Fluid’s page:

tech chart

As you can see, it includes all the main technical characteristics of the ebike that backers need to know, expressed in metric measurements as well.

 

Tip #64. Show your media mentions

If authoritative media outlets are talking about your product, you should, no, you MUST let your backers know about that.

Include their logos, quotes from the articles, and even links to them — if they’re from top media outlets.

This gives your product much-needed social proof. As lots of people who visit your page may have been burned before by failed campaigns, and having the press talk about you adds a certain level of assurance to your campaign.

 

Tip #65. Include customer testimonials to improve your product’s credibility

Have you run a test production locally? Have you given it to your friends to try? Maybe this is your second campaign?

People tend to listen to others’ opinions when buying a product, so make sure to include the feedback of other users about your product on your page.

Like the press mentions, this adds credibility and social proof to your campaign — and gives visitors a voice to hear like their own.

Here’s an example from KittySpring’s Indiegogo page:

customer testimonial

These social media testimonials from real people are really persuasive and powerful.

 

Tip #66. Introduce your story and your team

Crowdfunding is interesting in this respect, and different to regular e-commerce.

Backers are interested in helping you, the creator, bring your vision to life.

Don’t hide behind a company name or your product. Be proud that you’re the person creating this, and include your story, alongside pictures of your team.

It lets your backers know that you’re real people, it adds a much-needed human element to your page, it makes you relatable — after all, you share the same problem with your backers — and it stops you from being a stranger.

This is especially important if you have a renowned team member, but is equally powerful even if you’re unknown.

 

Tip #67. Offer guarantees

Crowdfunding campaigns often fail. And backers are wary of this fact. They don’t want to put money into something that won’t deliver, or will be a poor substitute for what you idealized on the page.

That’s why you should include satisfaction guarantees and guaranteed delivery badges.

The first one is a kind of return policy, that gives backers some time — 1-3 months — to try out your product. If they’re not completely satisfied, they can send the product back to you for a full refund.

And the self-evident guaranteed delivery implies that if you don’t ship the product, you’ll send all your backers their money back.

Both these badges minimize the risk of buying your product for your backers. In fact, they can significantly increase the conversion rate. This was exactly the case when we added the badges on the page of one of our products — Winston.

And contrary to popular belief — not that many backers will ask for a refund. With enough time to try out your product in a relaxed environment, backers aren’t rushing to find flaws with your product, but enjoy using it instead!

Note: Don’t include these if you’re not planning on upholding them. The crowdfunding ecosystem relies on trust, and this should not be abused.

 

Tip #68. Get tracking set up on your campaign page

Make sure to integrate your campaign page with Google Analytics, which is the best tool to easily track your conversions and user behavior. It can be used both on Kickstarter and Indiegogo.

Another useful tool is the Facebook Pixel. It collects data that helps you measure, optimize and build audiences for your campaigns, also by means of retargeting to people who have already taken some kind of action on your page.

Note: Facebook Pixel is only compatible with Indiegogo.

 

Tip #69. Use countdowns to create a sense of urgency

If you know you have a year to make a decision, you’ll put it off — there are more immediate choices you need to make!

The same logic applies with purchases. And just like Amazon always seems to only have 4 items left, so too do you need to push your backers to take specific action right away.

There are many reasons why prices might go up. You might have only planned for a limited production run, or you’re producing the first 1,000 items at a loss to break into the market.

So, set yourself goals — raised amount, number of backers, time passed — and when you reach them, add a timer and let backers know that prices will be going up soon.

This is an added incentive for new visitors to the page who are already interested in buying your product, to not put it off until next week, but get in there fast!

Note: As with the guarantees, don’t add the badge to your campaign if you’re not planning on increasing your prices. Backers will realize, feel cheated, and refund.

For example, you can use this kind of gif:

countdown

Or this kind of badge on your perks:

 

Design elements

People soak up visual content like a sponge. Do not refrain from spending time, energy, and resources on crafting designs that sell. Unique and thoughtful design does pay off when it comes to your page conversions.

 

Tip #70. Use only high-quality photos

The better your page, the more conversions it can bring. High quality images make your product visually attractive and much more likely to be noticed.

By saying high quality we mean both the quality of the photo and its aesthetic.

For instance, compare the images of PooPail below:

high quality photo

poopail

Both feature the product but the second one is much more appealing as it shows PooPail from a closer view and against a proper background that doesn’t hinder the view.

 

Tip #71. Describe your product maximally well in your photos and videos.

You should make it possible for your potential backers to learn about your product merely from looking at the pictures. Therefore, your pictures should reflect the key features of your product and show them in the best light.

Pay special attention to the first picture on your page — it is the most influential one and should thus maximally express the market positioning of your product.

Tip #72. Include short GIFs on your page

GIFs add liveliness and interactivity to your page, contributing to its better performance. But to avoid overloading the page, keep your GIFs short: they should not exceed 2 MB.

Consider the example of this GIF from terraplanter’s page:

https://ksr-ugc.imgix.net/assets/028/152/957/ee2894c8d1acbb6fede88aa27f5252b9_original.gif?ixlib=rb-2.1.0&w=680&fit=max&v=1582136604&auto=format&gif-q=50&q=92&s=9d555db79f56ed7fd7e3daaf61ebf1c2

The 1.8 MB GIF is informative, attractive and doesn’t overload the page at all.

 

Tip #73. Be super concise in your texts

People are lazy creatures, who would rather look at visuals than read lengthy texts. In fact, research shows that content containing visuals performs much better than only the textual one.

So when delivering your message to the page visitors, try to provide maximum information with minimum text and lots of visuals.

 

Tip #74. Don’t overload your page with disorganized content

A page overloaded with disorganized content is like an untidy room: there is not much space to move and you don’t want to spend much time there.

In fact, 90% of crowdfunding campaign pages face this problem: On many of them, you can notice that the titles are too close to the body text or pictures, which makes it hard to group the information in mind.

For instance, look at the following examples from Bed Botixs:

personal wakeup service

Here the text and the image are too close to each other, which makes it visually hard to process the information.

In another part of the page, there seems to be an overload of photos, which are not separated by any text. This also makes it hard for the reader to follow the logic of the message on the page.

wakeup service

Tip #75. Add 3-4 ‘Chat with Us’ buttons throughout your page

Chat with us buttons are the best way to bring customer support right to your page and convert your potential customers really fast. They give your backers confidence that they can get help from you whenever they need.

chat button

The button will lead your visitors to Messenger and give them a chance to connect with you directly.

 

Tip #76. Include interactive CTA buttons

Your CTA buttons can be in the form of GIFs or include interactive elements such as a finger. This is an excellent way to urge your customers to click on it.

Look at these kinds of buttons on the PooPail page. chat with us

Both the message button and the text “We are Live 24/7” are moving, grabbing the reader’s attention and reminding them of the chance to connect directly to the seller.

On the Albicchiere page, we found a creative solution for the CTA button, which is continuously filled with wine, just like an empty glass.

chat with us

And here’s another creative CTA button from Mochi:

we are online

The hand continuously clicking on the button is pretty tempting and makes you imitate the movement and click on it.

 

Tip #77. Add share buttons to your page

Many campaigns make the mistake of adding their social media page buttons at the bottom (or throughout) their campaign page.

The traffic for these is essentially non-existent, and is pretty much useless for your campaign.

A more useful way to use your social media presence on your campaign page is to include share buttons. Visitors will share your campaign and bring more traffic to your page.

 

Tip #78. Add a ‘Press Kit’ button to your page

The clickable button leading to your press kit will make the whole information about your product easily accessible to journalists. Check out Tip #103 for more details on what to include in the press kit.

For faster accessibility, you can also add a QR code to your Press Kit, as we did for KittySpring.

press kit

Tip #79. Maintain consistency on your page

If you have chosen a certain style for your titles (e.g. uppercase writing, underlined, etc.), stick to it throughout your page to avoid confusion.

For instance, on our PooPail page, all our titles were uppercase and underlined with the help of a beautiful design solution.

meet poopail

poopail

poop at a time

Note that even if the lines are not the same, they all stick to the same style, appearing under the titles written with uppercase.

As for the Kittyspring page, here we found a unique way to convey the message of the titles through a cat language in the thought cloud and human language under it. We kept this style consistent throughout the page.

kittyspring

kittyspring kickstarter

kickstarter kitty spring

As you can see, consistency in design creates a certain pattern in the readers’ mind and makes the message easier to understand.

 

Perks & Rewards

Rewards or perks — depending on the platform — are the best way to thank your backers for their contribution and give them something in return.

But everything is not that straightforward.

Once you reach the perks/rewards, you start wondering how much you should offer, in what way, how you can play around the perks/rewards to get the best out of them, etc.

Well, we’ve got answers to all your questions. Just read the tips below to learn the best strategies for perks/rewards.

 

Tip #80. Keep the quantities low.

Limit the number of rewards you offer at some levels to create a buzz. Your backers will see the reward/perk is selling out fast and start converting quickly.

 

Tip #81. Don’t offer too much at once.

If your product comes in five variations — five seasons of your film or five levels of your game — don’t offer all five at once. Instead, start with one or two variations and introduce other options as stretch goals.

 

Tip #82. Automate your rewards with Perkfection

Perkfection is a tool that automatically tops up your rewards when they are reaching out to their limits. Keeping the quantities low is a great way to increase the conversion rate on the campaign page. Once the rewards reach 1-2, Perkfection automatically increases their number by 2 or 3, thus keeping the number of remaining rewards always low with no effort from your side.

increase conversion

We have used Perkfection to keep the rewards always low for our project PICO. This helped us increase the conversion rate on the page by 33% and raise more than $1.4 million on Kickstarter.

 

Tip #83. Use high quality and maximally descriptive pictures for your Indiegogo perks

Though Indiegogo recommends that the prices and other information not be displayed on the perks, you can follow these tips to make your perk section attractive:

  • When possible, show the number of perks in pictures. That is, instead of writing 2x, show 2 of your products in pictures so that your potential backers can get an idea about the reward number without even reading the text.

Compare the two images below from zLight and KittySpring:

As you can see the first one only mentions x3 zLights, while the second one is much easier to understand showing three KittySprings right away.

  • In the perks section clearly mention important information about your product, e.g. whether it ships worldwide or to specific countries, whether it’s a limited time offer, etc. This will help you increase your conversions.

poopail perk

Tip #84. Include images of the rewards/perks on your page

In addition to the rewards/perks section of your Kickstarter/Indiegogo page, we also recommend placing the images of your rewards/perks on your page. That image should show your product using contrast. Also, the copy on the image should follow a certain structure::

  1. Mention the product price and discount
  2. Add the name of your reward
  3. Note what’s included

igg special price
In fact, the order of points 2 and 3 can be changed. For instance, there are cases when the ‘What’s included’ section is more important than the reward name.

If you are using Kickstarter, you can also make your rewards clickable by adding the corresponding link to the picture.

Another important thing to consider is the use of correct fonts and contrast in the textual part of the aforementioned images. Remember, your rewards/perks should look attractive and readable to everyone, including people with disabilities.

 

Tip #85. Find the right place for the rewards/perks on your page

The position of the rewards/perks section on your campaign page can often depend on the price of your product.

If your product is relatively cheap, you don’t need too much space to convince your potential backers and thus can place the rewards earlier on your page. Conversely, if your product is expensive, you may want to take more time to show its benefits. In this case placing the rewards down on your page, after all the explanatory text would be a wise decision.

 

Tip #86. Follow the mobile-first rule of your page design

After your page is ready, make sure to check whether you can read it using a mobile. If you cannot do this, then there are certain issues related to fonts and organization.

 

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Funding stage: Going Live

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Once you are all done with the pre-launch stage and feel you can handle the campaign, it’s time to start the funding stage. In the tips below you’ll learn how to make your funding stage as smooth as possible.

 

Tip #86. Mind the difference between Kickstarter and Indiegogo when launching your campaign.

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.

 

Tip #87. Launch a Kickbooster campaign right after your Kickstarter campaign launch

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.

 

Tip #88. Ensure constant sales throughout your campaign

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.

 

Tip #89. Make your backers want to order the reward you want

If you want your backers to order a certain reward, you can make it appear more appealing even despite its price.

The trick?

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.

 

8 Communities to quickly boost your Kickstarter campaign

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.

One of the best ways you can do this is to take advantage of backer communities to increase your traffic and conversions.

 

Tip #90. Submit your project to backer communities

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:

Tech I Want

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.

Product Hype

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.com

BackerLand has supported 700+ projects on both platforms with each of its members contributing to an average of 36 projects.

BackersHub

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

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

BackerClub is an active community of crowdfunding superbackers. Since 2014, the club has featured 8,107 projects.

Gadget Flow 

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.

 

Tip #91. Submit your project to Product Hunt

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 top 5 tech “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.

  1. 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.

  1. Get everyone to hit up their family and friends to support you on Product Hunt.

Never ask for upvotes, ask to give feedback/support.

  1. 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.

  1. 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.

  1. 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!

  1. DM commenters with 1k+ followings.

Ask them to share your product on social media for you.

  1. Post the first comment.

This can help you:

  • Give additional information about your product either by sharing the link to the Press Kit or to an article about your product.
  • Show that you’re engaged and eager to answer any questions people write in the comments .
  • Encourage comments and get more of them, which is a ranking factor.

As a source of inspiration have a look at two of many of our campaigns, which ranked #1 on Product Hunt.

submit your project on product hunt

product hunt submit

7 main Crowdfunding Promotion channels

Spreading the word about your product and making people want to buy 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.

 

Ads

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!

 

Tip #92. Use Audience Insight Tool

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.

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.

crowdfunding ads

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.

page likes crowdfunding

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!

 

Tip #93. Best tools for finding hidden interests: Engine scout/Audience builder

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.

 

  • Engine scout

 

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.

facebook ads

Now you can see all the interests that contain the word “Pen”.

fb ads

And next to each of them you can also see their audience sizes in the ads manager along with their respective categories.

 

  • Audience builder

 

Audience builder is another great tool that unlike Engine Scout also helps you find related keywords/interests.

audience builder

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.

 

Tip #94. Experiment with Lookalikes

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:

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.

fb audience

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!

 

Tip #95. Optimization for Value

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.

ad delivery

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.

ads delivery

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.

 

Tip #96. Bidding

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.

campaign budget optimization

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.

Cost Cap

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.

Minimum ROAS

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.

 

Tip #97. Scaling

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.

 

  • 10% to 20% Scaling Strategy

 

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!

scaling

  • Creating new ads

 

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.

 

  • Duplication

duplicate

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.

 

Tip #98. Always Use 3 Types of Ads

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.

types of ads

Tip #99. Best working visuals

Here are several visual hacks that worked perfectly for all of our campaigns.

 

  • Carousel ads

 

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.

Carousel ads TiW

Carousel ads

These cutted carousel ads we used in our campaigns not only looked beautiful, but also worked pretty well.

 

  • Bright gradient background images

 

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.

Boom!

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.

 

  • Short thunder-videos

 

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.

 

Tip #100. Changing Letters in Ads

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:

  1. When typing the prohibited word, use similar letters from other languages. For instance, we borrowed the letters “a” and “k” from Russian to type the word mask.What we got was “mаsк”. Of course, it looks a bit different but the word is recognizable to people and is not filtered.
    changing letters ads
  2. There are many websites for different symbols you can use to replace standard letters. For instance, we used an alternative “m” from Symbols & Fancy Text – Cool Symbols, Characters & Emoji ✮✢❂✶✧ 😍. and got “ⓜask”.

 

Tip #101. Tracking on Kickstarter

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.
custom tags

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.

referrers

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).

url parameter adsbuild a url parameter

aqcusition google analytics

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.

facebook pixel

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.

backers pitch

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.

custom conversation

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.

 

Media Coverage / Outreach campaign

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!

 

Tip #102. Offer an exclusive under embargo

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!

 

Tip #103. Create a compelling and media-friendly press kit

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.

 

Tip #104. Nail a perfect subject line for your pitch

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 those which are short (average length shouldn’t exceed 50-60 characters) yet catchy – ones which give just enough information but leave room for curiosity too!

For segmented lists of reporters within our database who cover different beats or styles like markets/economics or lifestyle coverage, we also 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:

  • Use the journalist’s name to make it even more personalized.
  • Add a little touch of humor and creativity
  • Use words like “embargo”, “exclusive”, etc.

Here are a few subject lines with high open rates from our own pitches:

  • STORY IDEA: “short product description”
  • trying to reach you, “name”
  • news tip for you, “name”
  • “name”, your readers will love this

 

Tip #105. Write a convincing media pitch

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.

convincing media pitch

And here are a few other tips for writing a perfect pitch:

  • Don’t make evaluative and unjustified judgments on your product. Instead, provide facts to show what makes it so unique and why it differs from the other similar products on the market.
  • Having 3rd party information that supports why you have invented your product is always an advantage in convincing others of its validity; include data, statistics and other third parties opinions with their links for journalists who want more detailed info about your invention/product’s importance or necessity.
  • In case of complex content, use bullet points to make your email short and visually attractive.
  • Embed a link of your press kit in the email as well: this way journalists can get comprehensive, first-hand information on your product or campaign without having to go to your long campaign page.
  • Keep your email concise: Don’t exceed 190 words.

 

Tip #106. Follow up on your pitches

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:

follow up poma

follow up 2

follow up 3

 

Tip #107 Align the visuals for your pitches with the style of the publication you are pitching

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:

convincing media pitch

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.

 

Tip #108. Use bulk pitching tools

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!

 

Tip #109. Use email validation services

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!

 

Tip #110. Create special domains for your outreach campaign

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:

special domains

 

Tip #111. Increase journalists’ affiliate commission

To get more coverage for your campaign, you should use tools like Kickbooster. This will increase the chance of getting traffic and referral marketing 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.

 

Tip #112. Reviews before samples

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: 

pomabrush review

Influencer Marketing for Instagram and Facebook

The role of Influencer marketing 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.

 

Outreach
Tip #113. Include a clear message in your subject line

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.

 

Tip #114. Show a personalized approach to your influencers

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.

 

Collaboration tips
Tip #115. Check out the influencer’s engagement rate

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

 

Tip #116. Say no to one-time collaborations

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.

 

Tip #117. Use visuals you get from influencers in advertising and other channels

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!

 

Tip #118. Pay only for the results

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.

 

Tip #119. Personalized secret perks on Indiegogo

Whenever you are working with an influencer on an Indiegogo campaign consider creating personalized 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.

secret perks

This simple trick always works great!

 

Tip #120. Reach out to Facebook Group Admins

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.

 

Tip #121. Increase affiliate percentage gradually

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.

 

Tip #122. Free yourself from prototype pain

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 making decisions if it’s worth buying the product or not. 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.

 

Social Media Marketing

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.

 

Tip #123. Build your subscribers’ community in your VIP group

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 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.

VIP group

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.

 

Tip #124. Use these 4 forms of content to engage your audience

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:

Promo Content

Promo Content

Educative content

Educative content

Entertaining content

Entertaining content

Inspirational content

Inspirational content

This content map can help you get started with content flows and ideas that you can use for your social media pages:

types of content

Tip #125. Use different content formats on 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:

  1. Single-Image post
    Single-Image post
  2. Multi-Image post
    Multi-Image post
  3. Carousel post
    Carousel post
  4. Video post
    Video post
  5. Stories (Photo and Video)
    Stories
  6. IGTV
    IGTV
  7. Instagram Reels
    Instagram Reels
  8. Facebook and Instagram live
    Facebook and Instagram live

 

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.

Additional tips:

  • Try to use vertical and square photo and video formats instead of horizontal formats.
  • Add the crowdfunding page link in the Facebook posts’ caption instead of sharing it directly on the page.
  • Do 1 or 2 live broadcasts on Facebook and Instagram to talk with your followers so that they get to know you. It’s also a chance to show the product live.
  • Consistently create Facebook and Instagram stories. Users interact a lot more with stories, so it’s a good place to get more exposure.
  • Use the tools provided on Facebook and Instagram’s story builder. It’s a good way to create engaging and entertaining content.

 

Tip #126. Organize giveaways to bring more traffic to your pages

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.

Additional tips:

  • Promote your giveaways to get more results.
  • Organize giveaways for a 7 day period.
  • Give away relevant gifts: could be your branded merchandise, product or add-ons for backers.
    UV-IG
    Cheerble giveaway

 

Tip #127. Convince more people to share your crowdfunding campaign

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.

 

Tip #128. Create an Instagram filter to show your product

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.
Instagram filter
Additional tip: You can put a section about the AR filter on your campaign page.

AR filter

Facebook Messenger Marketing

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.

 

Tip #129. Announce your launch on Messenger

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.

 

Tip #130. Keep your audience warm and engaged

You can achieve this by constantly doing a broadcast on different occasions, as well as offering your potential backers appealing perks and discounts.

 

Tip #131. Build quizzes right inside chatbot

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.

 

Tip #132. Set up a referral campaign with a giveaway

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.

 

Tip #133. Do several “ending soon” and “limited time left” themed broadcasts at the end of the campaign

Such broadcasts create a sense of urgency and thus result in the highest conversion rates.

 

Direct Sales

Direct sales is one of the most crucial parts of your 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.

 

Tip #134. Use the potential of the “Chat With Us” buttons on your Kickstarter campaign page wisely

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:

chat with us

Tip #135. Use a CRM to capitalize on the traffic

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.
direct sales

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.

 

Tip #136. Mind your communication strategy

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.
communication strategy

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’!
communication

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.
communicate

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.

negotiations

The result? Satisfied customer and one more conversion!

 

Tip #137. Add a sense of urgency to your message

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:
negotiate

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?

 

Tip #138. Keep in touch with backers who request a refund

Backers who request a refund are a valuable source for you.

How?

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 pKeep in touch with backers

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.
Keep in touch with backers who wants refund

Using this strategy, we are able to return on average 15-20% of people who requested a refund.

 

Tip #139. Upselling subscribers

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.

Upselling subscribers

Tip #140. Use Kickstarter inbox and comments to convert more traffic

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.

 

Tip #141. Use the ManyChat comment tool

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:
ManyChat comment tool

Once you start using the tool, you’ll notice a significant increase in your conversions.

 

Tip #142. Use SMS marketing

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.

 

Cross Promotions

Cross-promotions are 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.

 

Tip #143. Do cross-promotions in campaign updates to increase your traffic and conversions

Cross-promotions are one of the most effective sources of relevant traffic and conversions for two reasons:

  • Updates that contain campaigns’ promotional information go directly to the backer’s inbox. The open rate of those emails is extremely high since backers are awaiting news on the products they have pledged for.
  • Crowdfunding campaign backers are the audience of early adopters and innovation-seekers, who are always ready to invest in something new. Thus the conversion rate of this audience is extremely high.

However, cross-promotions are extremely time and resource intensive if done manually.

 

Tip #144. Use CrossProm.com to automate cross-promotions management

CrossProm is a new platform which “brings together creators across the globe to build a strong crowdfunding community and help each other succeed.”
crossprom

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:

  1. Get immediate access to the list of cross-promotion friendly campaigns.
  2. Reach out to your best matching campaign directly and reserve your spot in their updates newsletter.
  3. Get all the information to be posted in your update in one place.
  4. Get notified when your campaign is mentioned in your partner’s update.

 

Tip #145. Post a backers’ update once a week

Backers’ updates are the 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:

  1. Updates help you build relationships of trust with your backers. Loyal backers are your best ambassadors who help to spread the word about your product
  2. Updates help your campaign scale through referral campaigns, cross-promotions, upsells, etc.

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.

 

Tip #146. Plan your backers’ updates in advance

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.

 

Tip #147. Use 8 must-have update ideas for your campaign

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:

 

 

  • Funding goal reached and new milestones set

 

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.

 

  • Upgrade pledge levels and new add-ons announcements

 

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.

 

  • Product development updates and reviews

 

These updates are one of the most crucial ones for your backers.

Why?

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.

 

  • Referral campaigns

 

Using referral campaigns 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.

 

  • FAQs about your product from backers and their answers

 

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.

 

  • Campaign ending, thank you for support and what’s next

 

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.

 

  • Survey and delivery

 

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.

 

  • Production and fulfillment updates

 

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 fulfillment and the delivery.

 

Tracking the results

One of the greatest advantages of digital marketing 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.

 

Tip #148. Track your campaign page results

Here are two tools to easily track conversions and other metrics related to your campaign page:

 

  • Native Indiegogo or Kickstarter dashboard

 

Depending on which platform you are using, you can always have access to your analytics on the native dashboard of the platform.

 

  • Google Analytics

 

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:

  1. Go to the Admin page in Google Analytics
  2. Choose Tracking info then Tracking Code from the Property column
  3. Copy the Tracking ID
  4. Paste it in your Kickstarter (Page’s Basics -> Google Analytics -> Tracking code) or Indiegogo (Campaign editor -> Extras -> Google Analytics ID) page

Don’t forget to enable Ecommerce and demographics settings:

  1. Go to your Admin panel
  2. Choose the “Ecommerce settings” from the “View” column
  3. Turn on the “Enable ecommerce” button

Demographics:

  1. Go to the “Audience” section from the left panel
  2. Choose “Demographics”
  3. Then go to “Overview”
  4. Enable demographics setting

Keep your eye on these metrics

  • Age & Gender. You can find them from the “Demographics” inside the “Audience” section. Finding the most relevant age and gender of your real visitors and customers will help you target your ads more precisely and find influencers with a relevant audience.
  • Bounce rate. You can find it in the “Acquisition” Overview. If the rate is higher than 80% it means that something is wrong with your page’s content, design or maybe the price. So you need to experiment with them to get better results.
  • Conversion rate. Well, this is the metric that you should care most about. This is the percentage of sessions that resulted in a transaction. For live campaigns, 6-7% is considered a positive result, for InDemand campaigns 3% is okay.
  • Funding per visitor. This is one of the key financial performance metrics, which expresses the proportion of raised funds to the number of visitors. For instance, if you had 1,000 visitors, each of which contributed $1,000, the figure is 1, since the ratio is 1:1. In case of successful projects — like Fuel — this number can reach up to 5-7.

 

Tip #149. Create unique trackable links to make sure you know the exact source of your traffic

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:

  • For Google Analytics we prefer the Campaign URL Builder tool. Here you have to fill 4 required inputs — the original URL, Source, Medium, and the Campaign name. Fill this info in a way that will later help you group your traffic sources. For example, if you’re giving an influencer a link to use in an Instagram story, you can fill the info like this:
    • Source: infl
    • Medium: instagram
    • Campaign name: the name of the influencer
    • After the first click on the created link, you can track the visits and conversions on your Google Analytics dashboard.
  • To get a unique referral link on Kickstarter, go to your campaign profile page, Dashboard, then scroll and you’ll see Custom referral tag:

You simply give it a label and generate the tag.

 

Tip #150. Keep analyzing all the time

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 your project and look for ways to improve it.

For instance, if you have 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. We did our best to give maximally detailed information on all the crowdfunding stages and tools.

Now it’s your turn.

Take the first step towards your $1M+ Campaign now! Apply here.

Good luck!

Comment any question below and we ensure you’ll get your answer within hours.

TCF team

TCF team

Comments

Hi ! Thank you so much for all of these amazing tips. I am about to prepare my first Kickstarter campaign and I just read everything that I needed to know. It seems to be a real hard work but very exciting !

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