One of the key factors that ensure the success of a crowdfunding campaign is virality. What this basically means is that you start generating high social media chatter for your campaign, right from the get go. Now, in order to pull that off you need a very strong and solid marketing plan. This includes things like following up with your networks, making sure everyone starts talking about your crowdfunding campaign at the same time and so on.
However, the one mistake a lot of people who are crowdfunding make is spamming in the name of marketing and “spreading the word”.
So, first things first: What is spamming? In the general sense, spam is something with potentially harmful content that would put your personal details and/or device at risk. In social media parlance, spamming is not only about posting harmful content, but also about mindlessly bombarding people with promotional content about your project.
You might have seen so yourself, on various Facebook pages and posts. Every now and then you’ll find someone commenting the exact same thing on each and every picture, and the comment isn’t even related to the original post! Yep. It’s annoying, isn’t it?
What exactly accounts for spammy content?
Quite a bunch of things. Here’s a little list of the most common ones:
- Posting on each and every Facebook group (including the irrelevant ones)
- Posting the same kind of too many times a day
- Sharing links to your crowdfunding campaign in irrelevant posts and conversations
- Tagging about 45 to 50 of your Facebook friends on a post
- Mass tweeting to popular handles multiple times in a day, every other day
- Sending mass emails
- Repeatedly copy-pasting the same promotional message to everyone in your Facebook friends list
- Posting links on people’s timelines
The list goes on…
How does this content bombarding affect marketing of your crowdfunding campaign?
Well, for starters, it can give people an unpleasant experience before they even check out your crowdfunding campaign and learn more about it. Seeing you bomb people with stuff about your crowdfunding campaign will immediately scare them and send them running in the opposite direction.
Secondly, it can and will lead to desensitization. Another pattern you’ll notice, if you spend enough time on social media, is your own reaction towards the same kind of content being posted by almost 90% of your timeline. A good example of this is perhaps the kind of post that goes with a really disturbing picture and a caption that reads along the lines of “90% of you won’t post this, but…”. How many times have you stopped to think and repost? We could bet our money that you scrolled past it even faster instead! This is exactly what your friends and followers will feel if you post the same thing over and over again.
So, how not to be that guy? We all have that one friend, don’t we? The one who’ll tag us in their selfies, the one who’ll post random things and tag their entire list. Although your context is entirely different, and you might be doing this for more serious reasons (you need the money, yes!), your spammy behavior will still induce the same kind of reaction. So let’s talk about how to avoid this awkward situation and still build the right kind of traction.
- Have a good strategy in place
No, your strategy shouldn’t be “Bombard everyone!”. Be smart about promoting your content. Set a calendar, and plan out what will go out when and how many times.
- Create a variety of content
The richer the content, the higher the chances of engagement and interest will be. So create a bank of interesting links, video interviews, behind the scenes videos, bloopers, work in progress pictures, etc.
- Tailor your content to your audience
It’s important for you to be on the same wavelength as your audience. So, analyze your audience – how they think, how they react to certain things, the kind of language and tone they use on social media. Once you have this figured out, adapt your communication to their behaviour.
- Don’t mass-share your content!
This is important. What we’re trying to say is that don’t copy paste the same thing to a whole bunch of people. If you’re sending people something via messages or email, give them enough context. Address them directly. Show them that you personally care about their contribution.
A good marketing strategy is time-consuming and often tedious. And it’s definitely not as easy as spamming. But you know the results of the former are sure to reap benefits and are definitely worth it!