12 Tips For Marketing Your Kickstarter Campaign

Launching a Kickstarter campaign can be an exhilarating journey, but it’s not as simple as just creating a project and hoping for the best. To achieve success in the competitive crowdfunding landscape, you need a well-thought-out Kickstarter marketing strategy that goes beyond mere wishful thinking. This introduction will guide you through 12 essential tips on how to promote Kickstarter campaigns effectively and boost your Kickstarter campaign’s chances of reaching its funding goals.

Kickstarter promotion is not a one-size-fits-all endeavor. It requires a combination of creativity, strategic planning, and a deep understanding of your target audience. Whether you’re a first-time creator or a seasoned entrepreneur, these tips will help you navigate the intricate world of Kickstarter marketing and position your project for success.

In this comprehensive guide, we’ll delve into various aspects of Kickstarter marketing, from building a compelling campaign page to leveraging social media, email marketing, and other promotional channels. By the end of this article, you’ll have a toolkit of strategies and tactics to enhance your Kickstarter promotion efforts and increase your project’s visibility.

So, if you’re ready to learn how to boost your Kickstarter campaign and make your crowdfunding dreams a reality, let’s dive into these 12 invaluable tips for marketing your Kickstarter campaign.

1. Make sure your idea is a good fit for Kickstarter.

…or crowdfunding in general. Kickstarter may seem like a great place to make a quick buck, but not all ideas are cut out for crowdfunding. Do your research beforehand on sites like Kicktraq or BiggerCake to see if other people in your niche have had success on any of the big crowdfunding sites. Kickstarter markets itself as a place for artists and creatives to come together and make great things, but the biggest Kickstarter campaigns typically fall in the Games, design and technology categories. When you look at the average amount raised per successful project in each category, you can begin to see that well-designed products raise more money and attract more attention than the multitude of people rushing to Kickstarter to raise money for intangibles.

 2. Do your pre-launch planning

To maximize your Kickstarter campaign’s chances of success, it’s crucial to start promoting it well in advance, ideally weeks or even months before the launch date. This early groundwork is the foundation of a successful Kickstarter marketing strategy. Here’s how to get started:

• Build an Email List: One of the most potent tools in your Kickstarter promotion arsenal is a well-curated email list. Begin by identifying potential backers who share an interest in your project. Create engaging and informative newsletters that provide sneak peeks, updates, and exclusive content related to your campaign. Cultivate a sense of excitement within your email subscribers, making them feel like valued insiders.
• Engage with Potential Backers: Actively engage with your target audience even before the campaign begins. Participate in online communities, forums, and social media groups where your potential backers hang out. Share your expertise, offer valuable insights, and subtly introduce your project. Building genuine connections and relationships with your audience can translate into enthusiastic supporters when the campaign goes live.
• Tease the Launch on Social Media: Leverage the power of social media platforms to tease your Kickstarter campaign. Share visually appealing teasers, sneak peeks, and behind-the-scenes content to pique curiosity and generate buzz. Use relevant hashtags and engage with your followers to create anticipation. Additionally, consider running paid advertising campaigns on platforms like Facebook and Instagram to expand your reach to potential backers who might not be in your immediate network.

By implementing these strategies well before your Kickstarter campaign’s launch, you’ll have a dedicated and excited audience waiting to support your project when it finally goes live. This early groundwork can be the catalyst that propels your campaign towards success and helps you achieve your funding goals.

3. Create a compelling story

Creating a compelling story is the heartbeat of any successful Kickstarter campaign. Your project’s narrative should captivate and resonate with potential backers on a deep emotional level. Craft a story that not only explains what your project is but also why it matters. Share your passion, the journey that led you to this point, and the impact your project can have on the world. Weave in personal anecdotes and relatable experiences that allow your audience to connect with you and your vision. A compelling story not only draws backers in but also inspires them to become part of your project’s journey, making them feel like they’re contributing to something meaningful and extraordinary.

4. Create great rewards.

Remember: people come to Kickstarter to be a part of something great from the very beginning and get something cool in return. It’s important to offer enticing rewards for backers as a “thank you” for their support. While we highly recommend straightforward product-centric rewards, you can offer multiple units of your product or even an experience reward where backers can have a unique interaction with you or your product.

Price your rewards correctly. Do market research, figure out your ideal margin and set a price. Many projects may offer lower-level rewards with novelty items such as stickers, t-shirts, hats and other SWAG. While this may help some projects, it won’t rocket your project to huge success. Adding these “SWAG” rewards also pushes your main offerings (aka your product) further down the page. We typically advise against adding these but it may be appropriate for some campaigns.

 

5. Follow the rules.

This has become increasingly important over the years as Kickstarter continues to adapt to the ebb-and-flow of the crowdfunding sensation. To help protect creators and backers, Kickstarter has a number of rules prior to launching a campaign and holds project creators responsible for communicating important milestones, especially potential delays, to their backers. Bottom line: read Kickstarter’s guidelines carefully, and read them again before you submit your project for review.

 

6. Set your goal as low as possible.

…but make sure that you can still finish your project. Don’t get greedy and here’s why: Big-budget projects with a huge goal set by a creator merely trying to turn a profit are rarely as successful as creators with a modest goal and a great idea, because the backers in the first example are gambling on whether or not the goal will be met. Once the goal is met in the modest example, the project becomes guaranteed to be made, which will draw an additional audience of backers that were waiting for just that guarantee.

Consider a few different funding goals: a minimum goal to produce (on the campaign page), an aspirational goal that would be nice to hit, and a maximum goal where you can no longer handle the pre-order volume. Having these numbers in mind before launching your big idea will help you determine a reasonable and transparent funding goal.

 

7. Create high-quality media.

To make your Kickstarter campaign stand out, it’s crucial to utilize a well-crafted video as a centerpiece. Keep the video concise, lasting no longer than three minutes. The most effective videos introduce your product within the initial 30 seconds, immediately delving into why potential backers need it. Conclude with a clear call to action, instructing viewers on how to support the campaign after watching the video. Additionally, consider incorporating on-screen callouts throughout the video to emphasize key features, ensuring the message comes across even for those who watch without sound.

In addition to the video, it’s equally essential to invest in professional photos. High-quality visuals create a lasting impression and convey professionalism. Professional photographs of your product, team, and any rewards or perks can significantly enhance the overall campaign presentation. When everything looks polished and well-executed, it instills trust in potential backers, increasing the likelihood of them supporting your project. A compelling video and professional photos work hand in hand to leave a lasting and positive impression on your campaign’s visitors.

 

8. Don’t bank on press.

Public relations used to be a key component of any successful Kickstarter campaign. That’s changed over the years. Press coverage has been harder to secure for crowdfunding campaigns due to the uncertainty of fulfillment.

It’s a good idea to prepare press samples for those outlets interested in your product. Research campaigns in the same space and look at what their key differentiators are. Look at the outlets they were covered in. Consider the angle the journalist(s) used when sharing the product with their readers. Do some research, thoughtfully choose a few top tier outlets to pitch and offer them a sample to test out for themselves. There’s no guarantee they’ll cover it, but then again, you may be surprised.

 

9. Use social media, but don’t rely on it.

Social media is a fantastic tool, and we’ve written about how to use social media to help your Kickstarter campaign before. However, it is not a silver bullet. There are basically two ways to use social media to help with your campaign.

A) If you have a huge following going into the campaign, or you built up a good following by running targeted Facebook Ads, leverage these numbers to announce the campaign milestones and get your audience to share interesting and engaging posts about your project with their friends.

B) If you’re starting from scratch, you’ll need to build a fanbase by driving people to your social media channels from your Kickstarter project. Tell people in an update that you’re maintaining a Facebook Page and that they can follow you there for exclusive updates on your project.

If you have to pick something to focus on, focus on your PR efforts. Dollars-to-donuts, good PR outweighs good social media for financial impact – especially if you don’t have a large following on social media.

 

10. Hold something back as an upsell or a stretch goal.

If you’ve spent any time on Kickstarter, you know that a stretch goal is basically an informal second funding goal at which the creator will add new accessories, colors, features, et cetera. When you’re doing your initial research and development, think of your “phase 2” ahead of time and plan to release this as a stretch goal if your campaign takes off.

If you have an accessory that you can easily add, think about offering it mid-campaign as an upsell for your existing backers. It will typically perform better as an upsell than if you had added it initially, as you have a captive audience to market it to using Kickstarter updates. Alternatively, you can engage your new community of backers by asking them what they’d like to see. Your backers already love your product so their ideas may be worth considering.

 

11. Use advertising sparingly.

Facebook Ads are great for getting the word out, driving traffic to your page and building your fanbase on Facebook. Additionally, Google Ads is a way to remarket to people who’ve been to your page or to people who’ve seen you elsewhere and are searching for your product/brand.

 

12. Interact with your Backers

Engaging with backers is a cornerstone of Kickstarter success. It’s vital to respond promptly and thoughtfully to comments and questions on your campaign page. This not only demonstrates your commitment to transparency but also fosters a sense of community and trust among backers. Additionally, keeping backers in the loop with regular updates on your campaign’s progress, challenges, and successes is essential. These updates not only provide valuable insights into the project’s development but also make backers feel involved and invested in its journey. When backers see that you genuinely value their support and feedback, they’re more likely to become enthusiastic advocates for your project, spreading the word and helping to propel it towards its funding goal.

 

BONUS: Host Live Events

Hosting webinars, live Q&A sessions, or even physical events (when feasible) can be powerful tools for building a personal connection with your backers and showcasing your product or idea in action. These interactive experiences provide an invaluable opportunity to engage directly with your audience, answer their questions in real-time, and offer a deeper insight into your project’s vision and development. Webinars and Q&A sessions allow for a dynamic exchange of ideas and feedback, fostering a sense of community around your campaign. Moreover, physical events, if possible, offer a tangible, hands-on experience that can leave a lasting impression and generate excitement among potential backers. Leveraging these personal touchpoints can not only boost your campaign’s credibility but also create a loyal and enthusiastic support base that’s eager to see your project succeed.

The article “12 Tips For Marketing Your Kickstarter Campaign” provides a comprehensive guide for creators looking to achieve success in the competitive world of Kickstarter crowdfunding. It begins by emphasizing the importance of having a suitable idea for Kickstarter and highlights the need for thorough pre-launch planning. Creating a compelling story and crafting enticing rewards are also crucial elements in building a successful campaign.

The article advises following Kickstarter’s rules diligently and setting reasonable funding goals to instill confidence in potential backers. It stresses the significance of creating high-quality media content, including videos and professional photos, to make a lasting impression. Additionally, it suggests using social media wisely but not solely relying on it for campaign success.

The importance of engaging with backers through responses and updates is emphasized, creating a sense of community and trust. Furthermore, the article introduces the idea of hosting live events and webinars to foster a personal connection with backers and showcase the project in action.

Lastly, it offers a bonus tip to consider seeking professional assistance for Kickstarter marketing initiatives, making a successful Kickstarter campaign an attainable goal for creators.

Prep before you launch with Enventys Partners.

There is a multitude of factors to consider before, during and after your crowdfunding campaign. From development to planning to promotion to fulfillment, it will be one of the busiest periods in your product’s lifecycle.

If you need help with your Kickstarter marketing initiatives, reach out to Enventys Partners. We’ve worked with a wide variety of projects in every category and have the experience to help you succeed.