All the works when it comes to really acquiring big number of backers is: Advertising, Public Relations, Audience Building, and Influencers.
Facebook Ads are going to be your bread and butter. You can also use paid media ads on blogs like GearPatrol.com, or even top tier media outlets (if you can afford it). Your public relations agency should know of tons of blogs that offer cheap ads. Instagram, and Reddit Ads are hit or miss, but people have reported to get good results from them as well. One of the benefits of starting advertising pre-launch is you can see where you get the most subscribers from, so that when you launch you will know where to allocate ad spend the most. There are countless crowdfunding marketing agencies who are skilled at facebook ads as well.
Blogs, Media Outlets, and Digital Magazines feature projects from kickstarter every single day. If you’re going for a solid campaign, then you need to pay just a much attention here are you do to your Ads. A top tier media outlet is capable of bringing in over $50,000 to a product they feature – so make sure you don’t leave that money on the table by not taking PR seriously. The drawback here? This marketing channel is hard, and even good agencies can fail at getting decent products featured here. This is why beginning pre-launch to engage journalists is so important. And remember: can an do PR yourself AND use a PR agency at the same time. There is no coordination needed. There is no harm in a journalist hearing about your product more than once, and it only increases awareness.
This is your email list you’ve made pre-launch. The previous chapter discussed all the ways to build this list. Here is where you are going to see the highest conversion rates, so make sure you do everything possible to build this up as big as possible before you launch. If you can afford it, there are several agencies that specialize in pre-launch audience building. You literally cannot take this too far. If you have a good idea of some sort of media stunt, or even if you want to pass out flyers, do whatever comes to mind without fear of the consequences. Come up with as many ideas as possible, and do all of them just to see what works. Email popular projects and ask their founders what they did to build their own audiences just to get more ideas.
Sure, there are plenty of influencers of instagram that will post about you for a fee. If you’ve got a fashion product, then they can do great things. However, the best kind of influencer to get is one like how PEAK DESIGN (creator of The Everyday Messenger bag) got to evangelize for them. They persuaded the internet’s most followed photographer (Trey Ratcliff) to get involved by sharing their bag to his followers, all 8.4 million of them. They were highly engaged followers, and his influence was instrumental to their success on kickstarter. It was a match made in heaven. It is not easy to find a good influencer match like this. A good hypothetical example would be if you’re launching a tech product: then persuade semi famous c-suite executive in startup land to do a big of sharing for you. People love products, there is always an influencer out there for any product – the hard part is discovering who they may be.