How to Identify the Perfect Audience for Your Kickstarter Campaign
The key to improving the marketing conversion rate is to target your potential fans. They will understand you and support you in this project, and future projects.
The key to improving the marketing conversion rate is to target your potential fans. They will understand you and support you in this project, and future projects.
If you have been following along with our recent blogs, you know that part of pre-campaign planning deals with growing a list of potential backers for your project. The bigger the list the better! This is because no matter how useful, innovative and impressive your product is, not all backers will be interested in it. Product development is a niche business and it is necessary to find the right audience who can benefit from your product or idea. An essential part of running a successful crowdfunding campaign is engaging potential backers who align with your brand and have a need that your product provides.
Of course, it’s useful to cast a large net when engaging a potential audience, even those who won’t directly buy your product may share it with their network and other potential backers. However, taking steps to better identify and qualify your audience will pay ongoing benefits to your campaign and save time and resources that allow you to hyper-focus on the people who are most likely to back your campaign.
There are successful crowdfunding campaigns and then there are ultra-successful campaigns. What sets them apart? One key component of ultra-successful campaigns is that they find an audience that perfectly aligns with their product offering. To do so, it’s necessary to identify the key demographics, values, and desires of your audience.
Your audience profile is a group of characteristics and demographics that are common to your ideal backer. Identifying this depends on asking key questions about your audience that goes beyond the concept of if they need your product or not. Here are some questions to ask yourself…
Chances are, you have created a product that solves a need that you yourself, or your friends and family have experienced. That can tell you a lot about who your audience is because they likely share some characteristics with you. But in order to dig deeper, you need to do a little research.
Careful audience research and development of backer profiles is important because it helps to focus your efforts on the right people. There is no use in targeting ads to people who have no need for your product. It’s much more effective to use very specific targeting and communicating in a relatable way to potential users to get the most return on your marketing dollars and time spent.
If you are readying your campaign and you haven’t taken time to work on your audience profile, put it in your task calendar now. It is an essential part of any successful campaign and will boost your campaign and help fuel your post-campaign sales and success. If you properly identify your audience and learn what is important to them from both a product solution standpoint and a lifestyle values standpoint, you will not only gain a backer now but also gain early brand adopters that identify with your mission and can become lifelong supporters.