Launching a successful crowdfunding campaign typically requires three different sources for Web traffic:
1. Mailing list
This is the traffic that you bring into the campaign by building a large enough mailing list of people who are excited about your product. People often say that in crowdfunding, you have to bring the initial crowd. This wave of traffic is extremely important because it gives your project the initial traction it needs to be picked up by the crowdfunding platform as well as the media outlets that’ll be covering your campaign. The goal is to reach 100% of your (artificially low) funding goal within 24 hours after launching the campaign.
When building the mailing list, aim for at least 5000 targeted email addresses prior to the launch of the crowdfunding campaign. A few weeks before the launch of the campaign, run drip campaigns to activate the audience to increase conversion.
2. PR & social traffic
This is the organic traffic that’s brought to your campaign page either from media outlets reporting on your product or people sharing your campaign through social media.
The best way to get organic traffic going to your campaign page is to demo your product to product reviewers (bloggers, YouTubers, and other influencers) and have them review your product. Showing live demo of your product is also important to get covered by many press outlets because reporters have become weary of covering crowdfunding campaigns purely based on pictures and videos because there have been many high profile campaigns that failed to deliver after raising millions of dollars.
You should pay very close attention to how your product is being described by the press as well as by the people sharing your campaign. Other people tend to describe your product very differently from how you would describe the product, and paying close attention to that will give you an opportunity to discover amazing marketing copy that you can use for your third source of crowdfunding traffic.
This is the most expensive way to drive traffic to your crowdfunding campaign, but arguably the most scalable. Once you are able to figure out a set of ads that work (i.e., spending $1 in ads brings you $10 in profits), all you need to focus on is finding enough working capital to continue fund the ad spending.
Driving traffic through ads involves finding the right fit between the audience you are targeting and the right copy on the crowdfunding page to drive the conversion. Usually, it takes many iterations to arrive at a scalable ad set, and very often a scalable ad set is never found, in which case you’ll have to drive traffic through organic means only.