Having worked with dozens of non-profits, charitable organizations, and entrepreneurial filmmakers, I know this crowd is full of passion and energy. But I also know there are only so many hours in the day. And when it comes to Tweeting v. Obtaining Funds, 10/10 people are going to choose to pursue donations. Social media marketing… who has time for that?!
Well, YOU should have time for that. And here’s why. According to Vincent Etter, founder of Sidekick, a website that predicts Kickstarter campaigns’ success, had this to say: “Successful projects tend to have three times more Tweets than failed ones.” Just who is this Etter guy? Well, his site’s algorithm is able to accurately predict a campaign’s success just four hours after it launches (75% of the time). Nothing to sneeze at.
#1 When Do I Start?
Your social media marketing strategy should start prior to your Kickstarter strategy. Many experts recommend building buzz on Facebook, Twitter, and other social platforms before you actually launch the campaign. After all, Kickstarter limits you to 60 days of campaigning, and you don’t want to waste anytime bringing people up to speed on what you’re doing. The actual 60 days are all about fundraising. Salvador Briggman says, “Usually, I advise people to begin social media 3-6 months before you launch your Kickstarter campaign.”
#2 Speak in No Unclear Terms!
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» Free Webcast: The Future of Marketing: Social Listening + Action
According Crowdfunding Dojo, many Kickstarter campaigns suffer from a lack of call-to-action. On the one hand, yes, you want to “provide value” and “be interesting.” But on the other hand, you’ve got to raise that money. Tell people exactly what you need them to do via Facebook and Twitter. For example: “Support [my project] this afternoon with just $5. Donate [here]!” Does it sound sales-y? Yes. But you’re kind of limited on time here.
#3 Do Contests Outside of Kickstarter
Who says all your incentives and giveaways have to stay inside the Kickstarter platform? Try hosting mini-contests on Facebook that encourage users to like, share, and comment. The makers of Unlimited, a movie currently promoted on Seatzy (a Kickstarter-esque platform for movies), recently did this for their film.
#4 Use Stories to Show Your Impact
(Most) Kickstarters are created to bring good into the world, right? So, use Facebook and Twitter to share stories about how your project has done/will do some good in the world. Get up close and personal. A story can resonate with your audience better than most sales-y CTAs.
#5 Schedule Your Social Media Marketing
Nothing will suck the time out of your day like Twitter. Yes, you should probably Tweet at least three to four times per day, but you certainly don’t have to be sitting in the chair logged into Twitter. Do yourself a favor and schedule all of the day’s Tweets first thing in the morning using a tool like HootSuite or TweetDeck.
#6 Don’t Forget to Repeat Yourself
Guy Kawasaki is an advocate of repetition. He advises repeating Tweets every 8 hours. In his experience, a Tweet that’s posted four times will get the same number of clicks the first time it’s posted as it will the fourth time it’s posted. Why not take maximize your potential here?
#7 Promote Your Campaign Where It Counts
Lastly, there are a number of websites where you can promote your campaign. One or two of these sites could help your overall Kickstarter strategy. But smart social media marketing can be even more powerful on its own when you take advantage of the tips above.
What are some of your favorite social media marketing tips for Kickstarter?