Guest post by James D. Burbank

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James is the editor in chief at BizzMarkBlog. He is a digital marketing specialist with years of experience creating large-scale tradeshows and similar industry events. He works with organizations of all sizes and helps execute high-impact digital marketing strategies.

How to Boost the Visibility of your Crowdfunding Campaign

The fact that you are reading an article probably means that you already know the basics of crowdfunding – an alternative way to raise the money needed for a business venture or creative project.

However, formulating and starting a crowdfunding campaign is only the very beginning of it. Perhaps you were not aware of this, but a very large percentage of crowdfunding campaigns fail, especially in certain categories. For instance, while more than 40 percent of arts crowdfunding campaigns such as music, dance, theatre and comics make it, the success rates are much, much lower for tech of small business campaigns. You can find additional stats in the eBook “5 Massive Impacts of Crowdfunding.”

Because of these rather scary numbers, it is crucial that you make your crowdfunding campaign as visible as possible, even for people who usually do not invest in such campaigns.

But, how do you do that?

Make it Stand Out

The first thing to do is to ensure it stands out. In March 2014, more than 400 campaigns were launched on a daily basis. We can only imagine that this number has since grown and the first mission is to try and make the campaign unique. A fantastic way to do exactly this is to approach someone like APEN Designs who can, for example, create a unique infographic that will explain your campaign visually but that will also be shareable and interesting to read.

You can also create a video that will explain what your crowdfunding campaign is all about, perhaps an entire YouTube channel dedicated to the campaign. If you already have a website, it needs to feature your campaign heavily and if you still do not have a website, it may be time to get one up and running.

This will make every next step much easier.

Choosing the Platform

Of course, you will also need to choose the right platform for your crowdfunding campaign and the good news is there is no shortage of these. There are more than a hundred major crowdfunding platforms and time and initial ideas have led to a natural division into platforms that are most suited for certain types of campaigns.

For example, if it is a sports project, you go with Sportfunder; if it is science related, you go to Experiment; if it is non-profit, you go with Razoo. Of course, there are always Indiegogo, Kickstarter and Crowdfunder which have become the biggest players in the market, attracted plenty of media attention and are not as limited by the niche.

There are other factors that will play into choosing the right platform and it is essential that you think long and hard about it.

Getting on Social Media

People are on social media. It is as simple as that. If you were to add up users of all major social networks, you would get a number that is close to two billion. This is why your crowdfunding campaign needs to have its own profiles on Twitter, Facebook and any other social media network you think would work for it. It would be a good idea to start these profiles before your campaign actually starts, piquing people’s interest and building a follower base.

Once the campaign starts, it is important to regularly post news about it, share everything anyone has said about your campaign, as well as get into conversations that have to do with your niche. You will also be using social media to promote the content that you will be using to further promote your campaign.

Working on Content

Which brings us to the matter of content that you will be creating specifically for your crowdfunding campaign. The reason why you need content is that it will help you share news about your campaign.

You need to start producing content at least a few months before you actually launch your campaign. A blog with interesting articles where you talk about your niche or industry or any other field of expertise should be the starting point. A blog works best in combination with a website (we already talked about it) which will feature a landing page for your campaign as well.

From there on, a bit of guest blogging will also do a lot of good. Guest blogging entails writing for other people’s websites and getting a link to your blog/website/campaign page in return. With great content, it is easy to get featured on some truly great websites and to expose your campaign to a large audience. In case you are skeptical about guest blogging, Buffer’s story will probably change your mind.

With a few more natural link building techniques, you should soon have people rushing over to your blog, website and campaign. Of course, an infographic will be of huge help here, as a particularly shareable piece of content.

Before you launch a campaign

These are just some of the basic things you can do to maximize the chances of your crowdfunding campaign making it. Every step that we mentioned can be discussed in more detail, but at least you have the basics. Now it is time to start learning even more.