The journey of marketing a Kickstarter campaign may be easy, but it’s not as easy as launching the Kickstarter project itself. For your project to become successful in a crowdfunding landscape that is very competitive, you must come up with a very thoughtful Kickstarter marketing strategy that is beyond common thinking. Keep in mind that in Kickstarter promotion, there is no one-size-fits-all all approach. Your Kickstarter campaign needs a combination of strategic planning, creativity, and a better understanding of your audience. For the best results, you should plan your marketing campaign before you’ve even launched the project.
There are some Kickstarter best practices that may be of help to both first-timer creators and experienced entrepreneurs. Regardless of which camp you fall into, these tips will be of great help to you for navigating the complex Kickstarter marketing world and ensuring that your project is successful.
Below are some marketing strategies that will help your project stand out on Kickstarter and beyond:
Make sure the idea is good and fits Kickstarter or crowdfunding
Kickstarter might seem like the best platform for making a quick buck, but not all the ideas are accepted for crowdfunding. Make sure you carry out sufficient research. The platform is marketed as a spot for creatives and artists to come together to make extraordinary things. However, the biggest campaign of this program falls on designs, games, and technology categories. When you take a look at the medium sum raised for each thriving project in every category, you will realize that well-designed products raise a lot of money and draw in more attention than people raising money on Kickstarter for intangibles.
Do pre-launch planning
To enhance the chances of your Kickstarter campaign being successful, it is very important to start the promotion in advance. The promotion can be weeks or months before the promotion. Developing a pre-launch strategy will be a great help for you toward achieving your targeted fundraising goal.
Come up with a compelling story
A compelling story is the core of a successful campaign. Your narrative should resonate and captivate potential sponsors on a very deep emotional level. Make a story that will explain what the project is all about and why it matters. Share the passion and your journey that drove you to that point, and what impact your project will bring to the world. Design personalized anecdotes and experiences that allow the audience to connect with your vision and you as a person. A more compelling story attracts the attention of backers and encourages them to be part and parcel of your program’s journey. Make them feel as if they are taking part in something extraordinary and meaningful.
Create extraordinary rewards
Keep in mind that people join Kickstarter to become part of a great thing and get something good in return. It is essential to give rewards that entice backers as an appreciation for their support. Product-centered rewards are highly recommended, but you can also offer several units of the product or a unique experience as a reward. An experience-based reward allows backers to interact with you or the product one-on-one.
Make sure you list the correct price for your products. Carry out market research, find out your perfect margin, and then come up with a price that will earn you profits while remaining attractive to potential backers. Most projects might offer low-level rewards. It’s not unusual to see novelties such as hats, t-shirts, stickers, and swag being offered as rewards. While other projects have used this approach, it will not give your project a huge success. Additionally, the Kickstarter algorithm gives projects that offer merchandise and swag as rewards lower priority, so this won’t do anything for your visibility. If you want to boost your visibility and attract backers effectively, it’s important to offer appealing rewards.
Follow the rules
For many years, it has become important for Kickstarter to keep adapting the ebb-and-flow of the crowdfunding landscape. To protect both the backers and the creators, Kickstarter has various rules that you need to review before launching the campaign. As the creator of the Kickstarter project, you are responsible for disclosing information about the crucial milestones, especially possible delays to sponsors.
Set your goal as low as possible
Don’t be too ambitious with your Kickstarter funding goal because projects with big budgets and immense funding goals don’t attract as much attention as projects with more modest goals. This is because the backers are aware that investing in a project with a huge funding goal is a gamble – after all, they can’t be sure whether the goal will be achieved or not.
If you set a lower goal, your project is likely to attract the attention of many other backers who were just waiting for a reason to feel more confident about giving you their hard-earned cash.
Create high-quality media content
To build a unique Kickstarter campaign, it is important to include a Kickstarter video that is well crafted and displayed on top of your landing page. Make sure the video is concise and lasts no more than three minutes. The most effective videos on Kickstarter introduce the main details of the project within the first 30 seconds, explaining why it’s relevant to potential backers. Your project description should be complete with a distinct ‘call to action’, giving viewers instructions on how to support the campaign.
You should also consider integrating onscreen call-outs through the video to emphasize key features and make sure that the message is received even by those who watch the video without the sound. Additionally, apart from the video, it’s also important to invest in photos. Visuals with high quality create a positive impression and improve your professionalism in the eyes of potential backers. Professional photos of the product, rewards, and team will also enhance your overall campaign.
When everything seems well-executed and polished, it gives potential backers a reason to trust your project, increasing the possibility of them supporting the program. Professional photos and compelling videos work together to give a positive and lasting impression to all your project visitors.
Don’t bank on press
A few years ago, it was easier to secure media coverage for any Kickstarter campaign, but that has changed over time. More recently, it has become difficult to secure press coverage for crowdfunding projects simply because of the doubt of fulfillment. Today, Kickstarter project creators have to go out of their way to secure meaningful press coverage for their projects. In order to earn trust for your Kickstarter campaign among media professionals, it’s a great idea to come up with an engaging story.
If you want to ensure your project story really hits the spot and gives journalists a compelling reason to write about it, you can come up with eye-catching material like a branded press kit. Research similar campaigns and look at what strategies they used. You should also take a look at the outlets that covered these projects. Make note of the story angles used by journalists while sharing the product with their audience. Carry out research, thoughtfully, reach out to a few top-tier outlets, and give them samples to test on their own.
Hold something back as an up-sell or a stretch goal
If you have been on Kickstarter, you’ve probably seen how other Kickstarter projects have used stretch goals. A stretch goal is a second informal funding goal that allows creators to add features, new accessories, and colors to their reward offerings.
While carrying out development for your Kickstarter project, make sure you think about phase 2 early. Plan for how and when you will release the stretch goal. If you have an accessory that you can add to your most popular rewards, consider adding it in the middle of the campaign as an up-sell for the existing bakers.
Reward add-ons are usually more effective at boosting the success of a campaign mid-campaign than the initial rewards are on their own. Alternatively, you may involve your project backers in choosing what add-on you should include in your reward options. If you’ve already offered these backers attractive rewards to choose from, this will increase their engagement with your project and their overall investment in your success.
Use advertising sparingly
If you are looking for the best way to get your information out, consider using Facebook Ads. Build a page on Facebook and drive traffic to your page. In addition to that, Google Ads is also a great way to re-market your product to people who have been connected to your page or those who are looking for your product because they have seen you somewhere.
Interact with your backers
The cornerstone of Kickstarter’s campaign success is engaging with the backers. It is important to respond thoughtfully and promptly to questions and comments posted on your campaign page. This will not only show your transparency and commitment but it will also promote the sense of trust and togetherness among backers. Moreover, keeping backers connected with daily updates on the progress of your campaign, success, and challenges is very crucial.
Regular updates of this kind give valuable insight into the project’s development and give backers a sense of involvement and investment in the journey. When they see that you genuinely value their feedback and support, they are more likely to advocate for the project enthusiastically and share it with the world.
The bottom line
Running a Kickstarter campaign can be quite tedious, especially without solid marketing strategies. The above strategies have been tried out and proven to enhance success.
How Pressfarm can help to promote your Kickstarter campaign
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With a professional press release, some winning guest posts, and an eye-catching media kit from Pressfarm, you can make a splash and stand out from other Kickstarter projects. Beyond creating quality content for you, Pressfarm can also help you put it in front of the right eyes.
By submitting your content to the right media outlets and startup directories, Pressfarm can help your startup rank in relevant search results across different search engines. Additionally, with custom media lists and access to a database of 1 million+ journalists, you can connect with the best journalists in your niche.
With a PR package from Pressfarm, you can generate publicity and win backers over to your Kickstarter project.