Lesson 6: Marketing Your Campaign
Watch Time: 10 minutes | Work Time: 4-6 hours
section 1: Crowdfunding is marketing for your brand
Crowdfunding is a perfect way to build buzz about your business. For your 30-45 day campaign period, you will be sharing your campaign with your network and using social media, email marketing, and in-person events to convert contributions into your campaign.
In this chapter, you will learn how to create your own marketing strategy for your campaign, how to utilize different marketing tactics and tools, and we will discuss some examples of iFundWomen campaigns that successfully marketed their campaigns.
section 2: PLANNING your marketing strategy
A crowdfunding campaign is a force function for building out a marketing strategy for both your campaign and your business. There are some basic marketing principles to keep in mind as you prepare for your crowdfunding campaign:
Decide what you want your audience to “Think, Say, Do”
Get a head start. Start marketing your campaign early and often. Your campaign launch should not be a surprise to your network.
The Give, Give, Get mentality and 80/20 rule apply here as well. Make sure when you’re building your marketing strategy that you’re implementing ways to add value to your network in addition to making the ask.
Test, Learn, Iterate. While it’s great to plan ahead and have your marketing ready to go for your campaign, it’s equally important to keep an eye on what’s working and what isn’t. Adjust the language you’re using in social posts. If you’re noticing that your network really engages with a type of content, switch up your content strategy to ensure they receive more of that.
Incorporate a clear call to action with a link to campaign in all outreach.
TASK: Use this worksheet to help you identify the goals for your audience and how best to reach them. Then, use the content section to determine how you will keep people engaged with your campaign by switching up your messaging throughout your campaign.
Audience Messaging & Content Marketing Worksheet
IFUNDWOMEN RECOMMENDS: Need daily campaign outreach inspiration, use our Campaign Planning Calendar in your iFundWomen Method Playbook from Chapter 1. Download it again here.
section 3: PLANNING Your Social Media
Social media is going to be a key part of your campaign marketing strategy. Here are a few tips & tricks on how to best utilize this social media leading up to, during and after your campaign:
Go where your audience is. It’s impossible to be great on every different social channel at once. Pick the 2-3 channels that you will focus on for campaign promotion based on where the majority of your audience engages with you.
Don’t be afraid of posting too much. The algorithms prevent your content from being seen by a large portion of your followers. Therefore, many of your posts end up going unseen. The more you post, the better opportunity you have of reaching a larger portion of your audience. Tag your current or potential backers in your posts.
Mix up the type of content you’re pushing out. You don’t want people to see the same graphic over and over again. Get creative:
Video - behind the scenes of your video shoot, your actual campaign video, updates about your campaign, content from any campaign-related events, product demos (if applicable), Boomerangs.
Graphics - images of you and your team, images of your product, graphic with stats about your industry, motivational quotes, customer testimonials.
As you build out your marketing content calendar, be sure to take advantage of the great, free marketing tools that make your life easier, help you create beautiful assets, and allow you to schedule your content in advance:
Canva (content design)
Unsplash (stock images)
Preview App (preview how content will look in your Instagram feed)
Hootsuite (schedule your content ahead of time)
Now, let’s take a look at a few examples of iFundWomen campaigns that have knocked their marketing out of the park!
section 4: Pop Quiz!
Take a short quiz to test your knowledge and understanding!
Need one-on-one help setting up your marketing strategy or social media for your campaign? IFW Recommends booking a private session with one of our coaches or taking our Intro to Facebook and Instagram Class.
* You must have the Self Starter or Founder Level Membership to book a private session and have full access to all classes and workshops. Need to upgrade? Click here.