Social media marketing can make all the difference when crowdfunding your business through Kickstarter, Indiegogo, or another platform. Your campaign’s success is based on two things: how well you present the campaign and how many people it reaches. To reach the largest audience possible, you need a killer social media strategy for each platform where your audience spends time.
Start with Content Ideas
The basis of any social media strategy is the content you’ll share when you share it and the networks you’ll share it on. Using the same content across the board won’t get you the same level of engagement as making adjustments for each audience. Browse these social media content ideas for inspiration.
Ideally, you’ll use a mix of content that includes stories about your brand and who you are, behind the scenes looks at your company and what you’ve got going on, and of course, campaign updates. If possible, work video updates into the mix, too, since plain text updates can get boring fast.
Rev up Social Before Launching Your Campaign
If you launch your Kickstarter campaign the same day you build your social media profiles, you’re wasting time. Instead, build your social media up for a few months before you start your crowdfunding. Why? It would be best if you had time to build buzz and brand awareness. Then, when your campaign is ready to launch, you’ll have people who are prepared to donate immediately.
Forget the Hard Sell
Chances are, you’re a brand new business – with little to no recognition. Going straight for the hard sell will turn people off. Instead, the majority of your content should inform people without obviously being a marketing ploy. Opting for the informative angle will drive sharing and engagement, which helps to build trust with your potential backers.
Conduct Hashtag Research
Hashtags help expose your content to new audiences, but simply going with the ones you think may be a good idea could backfire. Always check the hashtags you’re thinking about using to ensure the content matches what you think it does. (Read: Digornio’s faux pa with #WhyIStayed).
Hashtags that get engagement today may not get engagement tomorrow. That’s why it’s a good idea to gather a list of options you can use and switch them up. Pay attention to what gets you the most engagement from day to day, and avoid keeping the list the same from post to post.
Remember, just because you can use up to 30 hashtags doesn’t mean you should. Trying to find the sweet spot? Check what the competition is doing and what kind of engagement they’re getting to help guide you.
Approach it with a Flexible Plan
Any successful social media marketing for a Kickstarter campaign will have a well-thought-out plan. But even the best of projects may not work out as intended. So if you find that it’s not giving you the results you expected after running your campaign for a week or two, don’t be afraid to adjust the course and see what happens.
About the Author:
Lucinda Honeycutt is the Head of Content for Orbit Local. She has 13 years of experience in content creation, WordPress, and SEO. When she’s not writing, she can be found binge-watching true-crime TV or listening to an audiobook.