The process of crowdfunding requires more time than just the 30-60 day window of the live campaign- crowdfunding project creators do a majority of the work before they even launch. This part of the crowdfunding process is often the “make-it-or-break-it” time period for your project. Follow these steps to ensure you have a successful pre-launch.
Media outlets typically won’t cover a crowdfunding project during the pre-launch phase of the campaign because usually nothing noteworthy has happened yet. However, that doesn’t mean you can’t go ahead and secure coverage for launch day. Start by creating a media kit complete with numerous images of your product and graphics, and all the information journalists will need in order to cover your project. Then, make a thorough list of the journalists that cover related topics or niches and their email addresses. The next step may be the most tedious part of securing press- writing a tailored email to each journalist on your list. Do not copy and paste a generic email with a generic subject line to every journalist; instead research their interests on social media, find past related articles and read their employee bio. Journalists will be more likely to give your email attention if it catches their eye with something personally appealing to them.
If you aren’t already active on social media, you’ll need to create accounts for your company or product. At the bare minimum you will need a Facebook and Twitter account dedicated to your product; Pinterest and Instagram are only recommended for design-based products with a variety of image styles. Staying consistently active on social media is critical during the pre-launch phase of your campaign, which is why you should post as close to daily as you can. In order to get potential backers excited about the launch of your project, build anticipation with posts containing secret reveals, giveaways and exclusives.
It is imperative that you compile an email list of potential backers during the pre-launch phase of your campaign. The easiest way to do this is to target people with ads on Facebook and drive them to your landing page. One of the best ways to get potential backers to click on the ad and sign up with their email is to offer a giveaway of your product. Once you have an extensive list of potential backers’ email addresses, send email blasts about any relevant information pertaining to your campaign, including, most importantly, when your campaign is live.
Throughout the pre-launch phase, you should be collecting materials and writing copy for your crowdfunding page. Do not throw your campaign page together the week of launch- it needs to be thorough, compelling and convey the right message. The page should include high-quality images and graphics, a detailed video and enough text to thoroughly inform potential backers about your product.
It is essential to put in the hours during the pre-launch phase of your crowdfunding project so that when your campaign goes live, it’s smooth sailing. Hiring a team or an agency is sometimes the best option when you’re short on time or resources. If you follow the steps above, you should be well on your way to a successful crowdfunding campaign.