First, identify the platform in which you anticipate the highest yield in support where a vast portion of your target niche audience resides and will congregate in support of your campaign. A list of a few hundred of the most relevant crowdfunding platforms will be introduced later in this book. Don’t fall for the, seemingly obvious and cliché choices such as KickStarter and IndieGogo. While these two sites may work for some, it may not be ideal for the enterprise that you are working on. Pick the right platform.
Once you’ve decided on the platform read the rules that coincide with your promotion and make sure that you follow the guidelines and that your promotion qualifies. Become well versed in all things having to do with the ins and outs of that platform and, with a fine tooth comb, study the successes and failures with their applicable similarities to your business. If their company was funded try to trace the path they took to from inception and identify replicatable elements for your particular campaign. It is important to go through the campaigns that have failed so that you can identify, early on, any similarities in your evolving campaign so that you can eliminate those weaknesses from your plan.
Don’t forget to analyze your competition within the crowdfunding marketplace. A good solution for this research iswww.compete.com . Once you’ve identified your competition it is a good idea to track your competitor on Facebook and Twitter. Monitoring their activity will also allow you the ability to communicate with a pre-established network of potential tribe members.
Next you want to evaluate the tribal clout that you and your inner circle possess on the social media scene. Within your Twitter, LinkedIn, Facebook and Pinterest following, how many diehard believers are out there and what is your current rapport level with them? Before even mentioning your crowdfunding concept you should spend a minimum of one to two weeks strengthening your rapport with those diehards and winning over a larger base within your niche community. All in one technology such as www.hootsuite.com can automate your communication and research.
After you’ve evaluated your existing audience, reach out to other players in your industry. It is important to make these introductions as natural and personal as possible. The last thing you want is to hinder your ability to solicit their assistance in the future by making requests to early in the relationship. Allowing these new and powerful contacts to eventually hear about your crowdfunding activity indirectly is typically the best way to enlist real support. Obviously a creative startup founder can engineer this ‘indirect’ and innocent discovery.
Be sure to use the free and semi-free high PR web properties that have added SEO juice that you can tap into. The most obvious are:
1. LinkedIn company page
2. Facebook fan page
Remember, when you launch, to backlink and tweet your new web property links and try to get discussions going within these sites while simultaneously bringing outside visitation to these properties. This will broaden your audience and help with your ranking on these properties. Don’t forget to social bookmark when you can and ask others to ‘like’, ‘Tweet’, ‘leave a comment’ and social bookmark on your behalf.
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