Pointers for Managing Your Outreach Efforts

Your Marketing Workbook for Crowdfunding Success

Marketing is the lifeblood of your crowdfunding campaign. The more people you can reach and excite about your project, the better your chances of smashing your funding goals. This workbook breaks down essential marketing steps to help you plan and execute a campaign that connects with your audience.

1. Build Your Foundation: The Pre-Launch Plan

Success begins before you launch. Here’s how to lay the groundwork:

• Create a Pre-Launch Page: Build a page where potential backers can sign up for updates. This allows you to collect email addresses and gauge interest in your campaign.
• Focus on Your Email List: Email is one of the most effective ways to convert interest into contributions. Start with your inner circle—friends, family, and colleagues—and grow from there.
• Test Your Messaging: Use A/B testing on your pre-launch page to see what resonates with your audience. Experiment with visuals, headlines, and calls to action to optimize for signups.

2. Define Your Audience

Understanding who your audience is will shape your entire marketing strategy. Consider:

• Demographics: Age, gender, location, and income level.
• Interests: Hobbies, lifestyle, and values.
• Pain Points: What problem does your product solve for them?

This clarity will help you craft messages that speak directly to your potential backers.

3. Craft Your Marketing Calendar

Organize your efforts by mapping out key milestones and deadlines. Include:

• Pre-Launch Activities: Building your email list, generating buzz, and testing your messaging.
• Launch Week: Send emails to your list, announce your campaign on social media, and promote your launch widely.
• Mid-Campaign Boosts: Introduce stretch goals, add new perks, or host live Q&A sessions to maintain interest.
• Final Push: Use urgency to drive contributions in the last few days with countdowns and limited-time offers.

4. Master Social Media

Social media is a powerful tool to grow your audience and keep them engaged.

• Be Visual: Use images and videos to showcase your product and share behind-the-scenes updates.
• Post Consistently: Create a schedule to keep your accounts active and engaging.
• Engage Directly: Respond to comments, thank backers, and create polls or questions to involve your audience.

5. Create Killer Campaign Content

Your content should inspire trust and excitement. This includes:

• Your Pitch Video: Keep it short (1–3 minutes), tell your story passionately, and highlight your product’s benefits.
• Campaign Page Copy: Write clear, compelling text that explains your product, funding goals, and the perks you’re offering.
• Perk Visuals: Use high-quality images to show exactly what backers will receive.

6. Leverage Press and Partnerships

Media and collaborations can give your campaign a significant boost:

• Reach Out to Media: Send tailored pitches to journalists and bloggers who cover similar projects.
• Partner with Influencers: Work with creators who share your target audience to promote your campaign.
• Engage Your Network: Ask friends, family, and colleagues to spread the word.

7. Analyze and Optimize

As your campaign progresses, pay attention to what’s working and what’s not.

• Track Metrics: Monitor email open rates, social media engagement, and campaign contributions.
• Adjust Your Strategy: Double down on what’s driving results and refine areas that need improvement.

8. Keep the Momentum Post-Launch

Your campaign doesn’t end when you reach your goal. Continue engaging your audience through updates, social media, and Indiegogo’s InDemand platform to maximize funding and build lasting relationships with your backers.

With careful planning, clear goals, and consistent effort, your marketing strategy will drive your crowdfunding campaign to success. Remember, every email, post, and update brings you closer to achieving your vision. Let’s get started!