While Kickstarter remains one of the best platforms creators can use to get interest and investments in their new innovations, it has lost some of its luster over the decade since it first debuted, and is far from the only hot spot for fresh ideas anymore. Rather than hosting the first looks at new and exciting products and services, Kickstarter has found an unexpected niche, allowing consumers to invest in innovations they're already excited about, and have been eagerly awaiting. That's how founder of FORT, Conor Lewis, was able to raise over $2 million in his first 10 hours on Kickstarter alone to fund magnetic pillow fort construction sets, by building a huge, highly involved and emotionally invested following and fandom off-platform, then channeling them to the fundraising page at the exact moment their excitement peaks. Here's how Lewis and FORT unleashed the true power of crowdfunding.
Grow Your Audience Where They Are. Like it or loathe it, Facebook is one of the central hubs for users online, always on the look out for novel and original content. A minor investment in a page and Facebook based advertising can result in a massive audience, with pre-existing features for collecting further contact information, and disseminating wide-scale product updates and brand messaging. Before you've sold a single product, make sure your customers are there.
Identify Your Customers. Thanks to your use of Facebook ads, you now have data about who responds positively to your brand and product. Focus your next round of promotion and advertising around the demographics those details are telling you are most interested. Chances are they will remain your core consumer base.
Incentivize Your Supporters. If you want fans to spread the word about your idea, you have to make it worth their time and effort. Incentivize them with discounts, contests and special offers, just for those who take part in sharing posts, bringing in new followers and helping to raise brand awareness. Consumers love feeling involved, but no one likes feeling used, so make sure the potential reward far exceeds the effort.
Talk About Your Product. It may seem obvious, but so often new developers get bogged down in the daily grind, and lose track of what brought people to them in the first place; the exciting new product. Never stop promoting, updating and showcasing your product, document as much as you can, and turn that into content to further promote and raise brand awareness, no matter how long you've been going.
Educate Your Followers. Not everyone has a good instinct for navigating online and despite being nearly 30 years old, some users still have a hard time with the internet, especially when it comes to spending money. If you want your supporters, and their wallets, to follow you to Kickstarter, explain to them the process, show them exactly how to donate, share and take part in promoting your fundraiser. Their support will be far more profitable and effective when properly applied. This goes double for making sure customers understand and know how to use your product long before they ever get their hands on one. The deeper they grasp what you're selling, the better they can promote it to others, and the fewer problems you'll run into with customers at launch.
Our Sponsors
Omnisend - Shogun - ShipBob - Gorgias
Mentioned in this episode:
Triple Whale - Whale Mail
