Crowdfunding marketing: How to boost your next campaign

Many projects thrive on inspiring people and gaining real fans. Crowdfunding marketing supports precisely this process: it not only helps to raise capital, but also to create a lively community. Anyone wishing to launch a campaign should therefore communicate in a targeted manner from the outset, know their own target group and cater to their needs. This is the only way to create the necessary visibility in the digital space. Below, we show you how to successfully organise crowdfunding marketing and boost your next campaign in the long term.

Crowdfunding marketing as a strategic foundation

Successful crowdfunding marketing relies on a clear vision, targeted communication and a strong online presence[1]. It is important that you convey your message authentically and underpin the project with a story. Use professional videos, appealing graphics and regular updates to generate attention and build trust. Interactions on social media and email marketing complement the strategy in a meaningful way because they maintain a direct line to supporters. Crowdfunding marketing thrives on obtaining feedback and adapting your measures accordingly.

As part of iROI coaching, we support projects in establishing crowdfunding marketing as a key success factor. The most common issues that clients come to us with are uncertainty when analysing target groups, a lack of visibility online and difficulties in building their own community.

Define target groups and develop personas

Before you get started, analyse who you want to reach and how. Ask yourself: Who is enthusiastic about my project? What motives do my supporters have? Take a look at which platforms your target group uses and think about how you can be present there. An example: A project for sustainable fashion is primarily aimed at young, environmentally conscious people - Instagram, Pinterest and influencers with a green focus are relevant here.

At iROI-Coaching, we help to clearly define the target group and develop personas. This creates the basis for all further measures in crowdfunding marketing.

BEST PRACTICE with one customer (name hidden due to NDA contract) A start-up for innovative garden furniture initially had no clear objective. Together, we developed personas, conducted interviews and analysed social media data. The team focussed its campaign on urban gardeners and families with balconies. The campaign benefited from targeted adverts on Instagram and collaborations with garden bloggers. The conversion rate increased by 37 %.

Another example: A campaign for a board game utilised specific targeting on Reddit and in special Facebook groups. This made it possible to address the enthusiastic board game community directly. Third example: A project in the field of music built its own landing page with newsletter registration in order to bind interested parties at an early stage.

Social media as the centrepiece of crowdfunding marketing

Social media channels are essential if you want to attract people to your project. Use Instagram, Facebook, LinkedIn and Twitter to tell your story, start live streams or give exclusive behind-the-scenes insights[3]. Interactive Q&A sessions and regular updates engage the community and increase reach. Don't forget to reply to comments and be active.

BEST PRACTICE with one customer (name hidden due to NDA contract) An entrepreneur launched a campaign for regional herb blends. She posted tips on how to use them, showed harvesting processes and invited followers to submit their own recipe ideas. The campaign ran for five weeks, with a new topic every week and prizes for the most engaged community members. The social media reach doubled and the campaign was funded before the crowdfunding phase ended.

A project for a smartphone holder brought the community on board through challenges and hashtags. Third example: A team for digital learning materials used LinkedIn to specifically address those responsible for education and initiate collaborations.

Content and SEO strategies for more visibility

Not all people can be reached via social media. Search engine optimisation (SEO) is therefore another key factor in crowdfunding marketing. Use relevant keywords, optimise meta tags and build engaging content that offers real added value[2]. Write blog posts, create videos, offer infographics and invite guest contributors. A good SEO strategy also plays on long-tail keywords because they are more specific and have less competition[2].

The landing page must also be convincing: clear headlines, structured text and a clear call-to-action increase conversion. Regularly analyse which terms your target group uses in order to make adjustments. Tools such as Google Keyword Planner or Ubersuggest can help you with your research.

BEST PRACTICE with one customer (name hidden due to NDA contract) A biotech start-up achieved higher visibility with a targeted mix of informative blog posts, a video on the manufacturing process and a landing page with search engine-optimised text. The company organised a blog parade on future topics in biotechnology and thus gained high-quality backlinks and new contacts. The conversion rate increased sustainably.

Example of a campaign for upcycling furniture: The team blogged about trends in interior design, produced video tutorials and offered free e-books. Third example: A project for sustainable packaging used a newsletter to send out updates and exclusive content.

Press relations and influencer cooperations

Press and influencers reach a broad target group and give your crowdfunding marketing an additional boost. Create a press kit with all the important information about your project. Search specifically for journalists and bloggers who cover topics like your project. Cooperations with micro-influencers or well-known personalities in your industry also support your reach[3].

At iROI-Coaching, we advise you on how to formulate targeted press pitches and establish contacts.

BEST PRACTICE with one customer (name hidden due to NDA contract) A start-up for innovative cycle helmets contacted specialist magazines, local cycling blogs and micro-influencers on YouTube. The team offered exclusive testing opportunities and exclusive discounts for the influencer communities. This generated numerous positive articles and social posts. The funding target was reached three weeks after the start of the campaign.

A jewellery designer used Pinterest and Instagram to recruit influencers for a joint collection. Third example: An edtech company organised a webinar with experts from education, politics and business - this event was picked up by numerous media outlets.

Measurement, optimisation and ongoing dialogue

Crowdfunding marketing depends on you consistently measuring and adapting your measures. Use analysis tools to see which channels and content are particularly successful. Stay in dialogue with your community, respond to feedback and provide regular updates[5]. This strengthens trust and increases the chances of success.

With iROI coaching, you have a consultant at your side who will support you with tracking, optimisation and ongoing communication.

BEST PRACTICE with one customer (name hidden due to NDA contract) A publisher of children's books analysed the success of the social media posts, expanded the most successful content into story series and activated targeted remarketing. The campaign page was updated weekly and the team took on board suggestions from the newsletter feedback. This increased the response rate from email marketing by more than 50 %.

My analysis

Crowdfunding marketing is more than just a funding measure. It creates trust, interaction and an active community. Success depends on clear communication, targeted content and an honest dialogue with supporters. If you want to position your project sustainably, you should see crowdfunding marketing as a continuous process in which optimisation and adaptation play key roles. With a sound strategy and the right tools - such as those we offer at iROI-Coaching - reach, engagement and funding success can be noticeably increased.

Further links from the text above:

Crowdfunding marketing strategies: successful approaches and tips
SEO strategies for crowdfunding campaigns
Crowdfunding campaign: tips for a successful marketing strategy

For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.