5 WAYS TO MAR­KET YOUR CROWD­FUND­ING CAM­PAIGN

HERE ARE FIVE THINGS TO DO WHEN MAR­KET­ING YOUR CROWD­FUND­ING CAM­PAIGN, WHETHER IT’S TO YOUR EX­IST­ING NETWORK, YOUR SO­CIAL ME­DIA FOL­LOW­ERS, OR A NEW AU­DI­ENCE:

Finweek English Edition - - In Depth -

1. Choose your ideal crowd­fund­ing plat­form. There are sev­eral crowd­fund­ing plat­forms, each with its own ad­van­tages and dis­ad­van­tages. Kick­starter is by far the largest crowd­fund­ing plat­form around, but it has an “all or noth­ing” pol­icy and if you don’t reach your goal, you for­feit all your do­na­tions. Other op­tions in­clude IndieGoGo, Fund­able, GoFundMe, WeFun­der and An­gelList.

2. Cre­ate a web­site. While your crowd­fund­ing page will be your main fundrais­ing tool ini­tially, it’s also worth creat­ing a web­site for your prod­uct/con­cept launch. This is be­cause crowd­fund­ing has a time limit – so you only have a cer­tain time pe­riod to raise the funds you need, after which your crowd­fund­ing page will be no longer. Your web­site will then be­come the main lo­ca­tion for your con­tin­ued mar­ket­ing and com­mu­ni­ca­tion ef­forts.

3. Make a video. Video can be an ex­tremely ef­fec­tive sales tool, as it can re­ally paint a pic­ture and tell a story to your po­ten­tial in­vestors. Con­sider creat­ing an explainer video for your cause, which you can then in­clude on your crowd­fund­ing plat­form, YouTube and web­site. Don’t make your video too long: two min­utes or less is a good length.

4. Cre­ate an email cam­paign. Most of your ini­tial do­na­tions will come from peo­ple you al­ready know, so com­pile your con­tacts into an email list so that you can eas­ily tell them about your cam­paign. Con­sider creat­ing a prop­erly de­signed HTML email that out­lines your idea, states why they should in­vest, and in­cludes links to your web­site and/or explainer video.

5. Lever­age “su­per” connectors in your network. Within the network of peo­ple you know, there will be peo­ple who have huge num­bers of fol­low­ers them­selves. It’s worth con­tact­ing them sep­a­rately to pitch your cause, and ask them if they’d be will­ing to share your ap­peal with their own network.

A proper mar­ket­ing strat­egy for your crowd­fund­ing ef­forts will help you reach more po­ten­tial fun­ders, and raise the money you need to re­alise your busi­ness idea.

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