At first glance, Kickstarter seems simple: just place your idea/product on it and the funding will roll in. The truth behind highly successful campaigns is far from this. Marketing is the blood of any successful Kickstarter marketing campaign. Certain actions need to be executed before and during launch.

Notably, campaigns which exceed their funding goal have a powerful marketing campaign behind them. A successful Kickstarter marketing campaign is something you can build on for your next product launch, and make it an almost certain success (more on that later).

Taking the above into account, I decided to lay out the framework for a successful Kickstarter marketing campaign in this post.

Pre-launch Kickstarter Marketing

Interestingly, the actions and plans constructed during the pre-launch phase act as the foundation for your entire campaign. Much like you wouldn’t build the foundation of a house using porridge, it is vital that you execute well before launch.

Firstly, you need to ensure that the content assets for your campaign are strong. Below are the assets which need to be in place.

1) Compelling images and video of your product or service

It is better if you show it in use rather than on its own. Prospective backers need to be able to imagine themselves using it. If you don’t have a prototype, hire a graphic designer to create mockups for you.

2) Enticing project description

Your project description should entice people to back you. The best project descriptions are packed with benefits and show the impact it will have on the lives of consumers and how it is different from anything else out there. People like to back innovative ideas which make them feel as if they are helping to launch something great. If copywriting isn’t your strong point- outsource this.

3) Strategic partnerships

Make a list of organizations, charities, companies, and influencers which align with your project. You will need to take the time and craft a tailored email to each one on your list. Send them another email on launch day. Multiple shares on launch day will provide you with the fuel you need for a successful campaign.

4) PR campaign

Getting the press on your side can make a big difference. Most entrepreneurs only focus on magazines, newspapers and tv stations. However, you can get great results by pitching niche websites which match your project. Some websites aren’t mainstream but have a dedicated fan base. The dedicated fan base of such websites can give you a big push in backers on launch day. This will cause Kickstarter’s algorithm to promote you and also add credibility to your project.

5) Content marketing

You need to create a range of content for your project and promote them in a strategic manner. For instance, SEO optimized blog posts enable you to get free traffic and direct it towards your Kickstarter project page. Moreover, you could guest blog on sites relevant to your project and link them to your project. This will help to increase the number of backers, and drive hype.

6) Reverse engineer other projects

It is worth ‘reverse engineering’ successful projects similar to yours in order to strengthen your Kickstarter marketing campaign. It is worth taking a look at the websites and influencers which showed an interest in their project. Check out their social media and make a list of the people who shared their posts and wrote about their project. Ideally, you are trying to break down all their traffic sources and audience. This allows you to build a targeted list of the websites to contact prior and during the campaign. If you time this well and are strategic, you will get a flood of backers during your project.

Useful tools:

• Buzzsumo
• SEMrush
• Quora
• Adbeat

Launch phase

The launch phase is incredibly rewarding because you can see all your hard work on the Kickstarter site, see the backers roll in, and see how the press engages in your campaign. However, there is still work to be done. A Kickstarter marketing campaign is a marathon, and at this stage, you have crossed the halfway point. Here are some actions you should undertake at this stage:

1) Use Facebook video ads

Facebook video ads enable you to target the right people and attract them to your campaign. Some of them won’t take any action on your Kickstarter page. It is worth using link tools such as Snip.ly so that you can collect data about how long people are spending on the page and carry out a remarketing campaign so that they take action.

With Facebook marketing for Kickstarter, it all comes down to the targeting and choice of ad image. This can make or break your campaign. Compelling videos get a lot of engagements. This reduces the CPM (cost per thousand impressions) of your Facebook ad, thereby enabling you to reach more people.

2) Maintain communication

After launch, it is vital that you maintain communication/relationships with people you contacted during the pre-launch phase. Some won’t reply to your messages because they want to see evidence of results first. Therefore, as your campaign gains traction, you should keep them updated with how it is going.

3) Leverage backers

Encourage backers to share the project with friends and ask you questions. You can use the questions to improve your project description and outreach. Chances are others have exactly the same questions. A good project description leaves no stones unturned and breaks down any doubts.

You May Also Like to Read:

How to Make 6 Figure Kickstarter Video
Kickstarter Fees and Additional Costs You Need to Know When Launching a Crowdfunding Campaign

As you can see, launching a successful Kickstarter marketing campaign can be stressful, time-consuming and complex. Leverage my time and experience in order to launch successful Kickstarter marketing campaigns. Feel free to get in touch.

The post The Framework of a Successful Kickstarter Marketing Campaign appeared first on samitpatel.

Unless you have requirements that only niche platforms provide, you’re going to use one of these two. So does it matter which one you choose? Either way, you’ll get a world-renowned platform with proven success, but their difference can have major implications for your company.

What follows is the ultimate showdown of giants Kickstarter vs Indiegogo who will win? You’ll find out at the end obviously. 

The brand

When it comes to branding, Kickstarter is miles ahead of Indiegogo. Kickstarter is basically the Hoover of the crowdfunding world. The name Kickstarter is often used as a synonym for crowdfunding, with many people unaware that it refers to one specific platform.

So it serves as no surprise that Kickstarter is the best platform when it comes to traffic. In 2016, Kickstarter has garnered over 1 million unique visitors a day, or 30 million a month. Indiegogo, in comparison, gets around 9 million every month (and are much more secretive about it).

• The Kickstarter brand is also loved by the media. Because of strict quality control (see project flexibility below), reporters know they are less likely to end up sifting through heaps of garbage.

You may be tempted to stop reading here. After all, when it comes to raising funds, more visitors mean more pledges.

But Kickstarter has other benefits you’ll want to know about, while Indiegogo has a higher amount of flexibility that you might have to take advantage of like a tech startup.

Success

Another statistic that will probably have you running to Kickstarter is their success rate. Kickstarter boasts a success rate of 36%. That might sound low, but it’s by far the highest of any of the crowdfunding platforms.

Take into account that this percentage accounts for around 100 000 successful crowdfunding campaigns, and you begin to see the bigger picture. Regardless of the type of funding, many startups fail. When you take into account how easy it is to sign up for a crowdfunding campaign, it makes sense that there’s an awful lot of dross (even with quality controls). If you have a good product and know what you’re doing, you are set up for success.

Indiegogo, on the other hand, has around a 9% success rate. Are you running yet? Take a moment to breathe, Indiegogo does have perks that will put that 9% in context.

All or nothing vs. flexible

One of the major reasons people choose Indiegogo over Kickstarter is their flexible policy towards “failed” campaigns. Kickstarter has only one option. You receive funding once the target has been met. If you fail to reach it, you get nothing.

While Indiegogo does provide the all or nothing option, you can also choose to receive the funding as it comes in. There is a risk inherent to this – that you’ll end up spending other people’s money on a project that never materialises – but it provides a major perk. If you don’t hit the target, it does not mean your campaign is dead. You can keep the funding, and raise the rest of it from somewhere else. Also, you may need that money to build your working prototype.

Keeping this in mind, Indiegogo’s 9% success rate sounds a lot better. That 9% includes only those that reached their full goal. Many other campaigners fell short but made their projects happen anyway.

Global eligibility

Another reason to choose Indiegogo as your crowdfunding platform would be your country’s eligibility. Kickstarter allows campaigns from 18 different countries, compared to Indiegogo, which hosts campaigns from around the world (224 countries).

If you live in the US, UK, Australia, and much of Europe, this won’t affect you. But if you live in Africa, South and Central America, or Asia, Kickstarter is not an option.

Project flexibility

Kickstarter has stricter requirements for registration. Their 3 major rules are:

• No personal projects
• No charity
• A working prototype

As a tech startup, the first two won’t present any problems. However, if you don’t yet have a working prototype, you’ll have to hold off on your Kickstarter project. Indiegogo is far less strict.

Kickstarter enforced this rule by banning a massive project. The Skarp Laser Razor had been backed to the tune of $4 million on Kickstarter, before being kicked off due to skepticism over their ability to deliver. Indiegogo took them on, and they managed to raise $450 thousand. This was seen by some as a win for Indiegogo and their flexible policies.

However, Skarp’s target date of March 2016 came and went with no product or even any updates. Comments from backers asking for answers were deleted. Eventually, Skarp did offer some news, but despite a giddy optimism from the founders, it does not sound very promising.

So, Indiegogo wins as the best crowdfunding platform when it comes to flexibility. But that’s not necessarily a positive.

Kickstarter vs Indiegogo: Who won?

So who won the ultimate crowdfunding platform showdown Kickstarter vs Indiegogo….  You’re more likely to see success with Kickstarter, due to its huge amount of traffic. And the branding will give your startup a boost in the eyes of the media.

You May Also Like to Read:

Indiegogo vs Kickstarter 2019/2020 – A Deeper Perspective (UPDATED)

However, Kickstarter is not an option for everyone. If you’re not in an eligible country, Indiegogo is the next best thing. Or, if you’re not willing to take the “all or nothing” approach, Indiegogo offers an alternative. Furthermore, if you’re waiting on funding for a working prototype, Kickstarter won’t take you on.

Kickstarter wins it for me, but Indiegogo is not at a bad alternative at all. 

Other Resources

Youtube Video 

The post Kickstarter vs Indiegogo: The Best Crowdfunding Platform in 2020 appeared first on samitpatel.

If you’re about to click send on hundreds of emails to members of the press, this news is probably disheartening. It seems that even if you do it right, your Kickstarter press release pitch might get lost among the dross.

But don’t lose hope! While developing a series of successful Kickstarter campaigns, I’ve learned some valuable lessons on how to get the press to take notice of your Kickstarter press release and product launch. By following some basic rules, you can ensure your crowdfunded campaign stands out from the masses.

1. Personalize your Kickstarter press release pitch

Emails which are totally not relevant to you are annoying, to say the least. When reporters receive pitches that have nothing to do with their field, they see it either as spam or desperation. Both are bad for your reputation, as they will inevitably delete future pitches from you, even if they’re now relevant.

Most publications have hundreds of journalist working for them. It is therefore really important to pitch to the right person. DO NOT email everyone working at the publication. It will be a waste of your time and theirs, and you’ll definitely annoy potential allies.

To zero in on the right journalists, make a list on Excel. Make a tab for journalists who have written about crowdfunding projects, and one for those who have written about projects in the same field as yours. If you’re pitching a smartwatch, for example, choose those who have written about wearable technology in the past.

See an example here: Please request access if you’d like the Excel template for pitching to the press CLICK HERE.

2. Use smart tools

One of the most frustrating stages of emailing pitches is not knowing whether the recipient has opened the email. Thanks to programs like Yesware, you can now know the exact moment when a journalist opens your email and how many times they do it. This is invaluable information. If a journalist opens your email, then you know it has reached the right person and that your subject line did what it was supposed to and got them interested.

3. Subject and headline

It’s the subject of your email and its headline that will convince the recipient to open your pitch and actually read it. Make your subject-specific and interesting enough to make the journalist want to see what’s inside. Your heading should immediately engage them, as they only have time to scan most of the emails they open.

Similarly, keep your pitch concise. You’ll have information you feel compelled to share which technically might be necessary to really get your product. But unless it’s absolutely crucial, leave it out, or you’ll end up with an essay.

4. Forget buzzwords

Synergy. Thinking outside the box. Paradigm shift. Low hanging fruit.

All of these are terms that no longer mean much, and cause many to turn away in disgust. Yes, they once meant something. But now they serve as signs you have nothing new to say.

Look, everyone thinks outside the box and every startup wants to shift paradigms. Applying these terms to your idea creates white noise that obscures what you really have to offer.

If you think there’s no better way of expressing your point, think again. Even if it’s the most accurate term, a buzzword will do much more damage than good.

5. Build relationships with journalists

Even if you’ve followed every tactic in the book, there’s no guarantee your pitch will be opened. Many journalists are just too busy even to open only the interesting emails. Which is why there’s nothing more valuable than personal connections. You can build relationships at conventions and events, or keep in touch with those who’ve responded to you in the past.

6. Pitch at the right time

Sometimes, getting the results you want is as simple as timing it to perfection. There are loads of statistics showing the best time to send an email. You probably know from your own experience how many emails flood your inbox every day. Those that come through during your lunch break get pushed to the bottom of the pile and, unless they’re from someone you know, will get ignored.

Timing is essential in pitching to the press, and there’s science to back it up. Research done by AdvisoryHQ found that pitching between 8 am to 11 am on a Tuesday, Wednesday or Thursday is most likely to get you results. This is when reporters are most likely to be at their desks, while not yet overwhelmed by the workload.

You May Also Like to Read:

Detailed Tips to Promote Your Kickstarter Campaign (in 2019)
How to Promote Kickstarter Campaign? A Quick Promotion Guide.
How to Get Engagement for Your Kickstarter Campaign – Samit Patel

Pitching to the press is a losing battle if you don’t know what you’re doing. In an ideal world, a great product would speak for itself. But this is a world in which everyone has access to the press, no matter how bad their idea may be.

Getting your campaign to stand out requires strategy and connections. Don’t take shortcuts, or you’ll be stunned by the deafening silence. Need help? Contact our Kickstarter marketing agency today

Other Resources

Youtube Video

The post How To Pitch press release For Kickstarter Without Being Ignored appeared first on samitpatel.