I can't believe it's been a year since I've run a Kickstarter. Our first Kickstarter actually launched this company and helped us release five books in 2015. Even though we hit 150% of our goal for Ichabod, our goals this year are much more ambitious. In order to hit them we've put together a MASSIVE marketing effort this year. I mean massive for us, not massive for McDonald's. How are we doing it? It's important to note that all this starts MONTHS before the Kickstarter launches, and ramps up slowly as you get closer to the day. So your ad spend should be higher right before and during the kickstarter than it was months before. However, it still needs to be there continuously.
1 - Word of mouth. We start on our own Facebook and twitter channels, talking about the book, why it's awesome, and why we need the help of our community. Last year this was our best way to get funding, and we have no doubt that it will be similar this year.
2 - Find press resources. I'm not one for doing press releases online. I don't think that does a lot to drive traffic or conversion. However, we certainly believe in finding friends in the press to write articles and help us promote.
3 - Focus on Facebook likes. Some people see Facebook likes as a waste of time. I don't. I think they are as important as building a mailing list. Even if people click on a lot of likes, they are still people that I targeted who like things that align with my products. So finding them are as helpful as finding somebody to sign up for my mailing list.
4 - Drive traffic with banner adverts. Again, we could have a discussion all day about whether banner adverts are effective. I personally think they are. Getting in the mind of consumers is something that businesses have done for as long as there have been businesses. Maybe it won't lead to traffic today, but marketing is a long game, not for immediate gratification. You don't even need a lot of money, or any money at all. You can advertise for free with Project Wonderful.
5 - Build a quality mailing list. While you're meeting people, networking, and going to cons, you should be building a mailing list for your work. It's something I didn't learn until very late in the game. A mailing list can be your best friend. So that's how we do. That's how we're building this buzz. Hope it helps. Make sure to check out freekickstartercourse.com too in order to start your journey on the right foot.