Indie-Gogo Campaigning: Strategies For Investment Success

IndieGogo is a crowdfunding platform that allows entrepreneurs to raise money for their projects. It is one of the first sites to offer crowdfunding and has a presence in more than 200 countries. The site runs on a rewards-based system, meaning donors, investors, or customers who are willing to help fund a project or product can donate and receive a gift, rather than an equity stake in the company.

Users can create a page for their funding campaign, make a list of perks for different levels of investment, then create a social media-based publicity effort. Users publicize the projects themselves through Facebook, Twitter, and similar platforms.

- Have a very clear and transparent funding goal and deadline

- Consider breaking up your funding into stages

- Film a great campaign video that personalizes your story

- Offer people an exciting give-back

- Be proactive in getting the word out using social media and email

- Make your early audience validate you

Setting up a campaign page: Create a clear goal and how-to-help section, and use strong visuals and videos

Setting up a campaign page is the first step to launching a successful Indiegogo campaign. Your campaign page should be the hub of your online presence, where people can learn more about you and your fundraiser, so it's important to make it truly representative of who you are and what your project is about.

When creating your page, you will need two main elements: a creative and compelling story, as well as strong visuals. Make sure you have a clear goal and a how-to-help section that will help potential supporters understand exactly what they are contributing towards. For example, be transparent and specific about how much money you need to raise, by when, and what it's for. You should also outline any risks and features of your project.

In addition to text, make sure you have videos, images, updates, and other content readily available to help visitors better understand your project and why they should back it. Videos, in particular, are important—campaigns with videos raise 114% more money on average than those without. In your video, be sure to personalise your story and explain why your project is important and why you're the right person to do it.

When it comes to the text on your page, each portion should be concise yet descriptive. Avoid overwhelming visitors with too much information, and make sure potential backers know what to do next without getting lost in the specifics of the story behind the project. Adding social proof, such as backer comments or endorsements from reputable sources, can also go a long way in building confidence in potential backers, even if they don't know much about your project yet.

Before launching your campaign page, be sure to review all of Indiegogo's guidelines. Once your page is launched, many components cannot be changed or removed without opening it up for editing again and restarting the approval process. Familiarise yourself with Indiegogo's 'Launch Perfect Checklist' before carefully constructing your fully assembled campaign page and submitting it for final review.

Setting up payment methods: IndieGoGo has partnered with PayPal for payment processing

Setting up payment methods is a crucial step in ensuring your IndieGoGo campaign runs smoothly and securely. IndieGoGo has partnered with PayPal, the leading online payment system, to facilitate secure transactions for your campaign. PayPal allows individuals and businesses to send and receive money safely over the internet, revolutionizing the way people make online payments.

Here's a step-by-step guide to setting up PayPal as your payment method on IndieGoGo:

Setting Up Your PayPal Account:

• Visit the PayPal website and click the "Sign Up" button to initiate the registration process.
• Provide your personal and/or business information, including your name, email address, and contact details. Ensure that the information you provide is accurate to avoid any issues in the future.
• Choose the appropriate account type, either personal or business, based on your specific needs.
• Once registered, you'll gain access to your PayPal account dashboard, where you can manage your account, view transactions, and access various features and settings.

Linking Your Bank Account or Credit Card:

• To make the most of PayPal's capabilities, it's recommended to link your bank account or credit card. This allows for convenient funding of your PayPal balance.
• Navigate to the "Wallet" section of your PayPal account and click on "Link a bank account." Follow the instructions to add and confirm your bank account details.
• Alternatively, you can link a credit card by selecting "Link a card" in the "Wallet" section. Provide the required credit card information, such as the card number, expiration date, and security code.

Linking Your PayPal Account to IndieGoGo:

• Log in to your IndieGoGo account and navigate to the campaign editor.
• Locate the "Payment & Pricing" section, where you will find the option to connect your PayPal account.
• Authorize the integration by following the prompts, and your PayPal account will be ready to receive contributions directly.

Configuring Payment Settings:

• IndieGoGo provides default payment settings, but you can customize them to align with your specific needs.
• Go to the "Payments" tab in your IndieGoGo account and explore the configuration options.
• You can enable or disable PayPal as a payment method, set currency preferences, and determine how and when funds are disbursed to your PayPal account.

By following these steps, you'll be able to seamlessly integrate PayPal with your IndieGoGo campaign, maximizing the benefits of this secure and trusted payment solution. Remember to also familiarize yourself with IndieGoGo's accepted payment methods, which include credit and debit cards, Apple Pay, Google Pay, and various local payment methods.

Setting up reward tiers: Offer various recognition levels for donors who contribute more funding

Setting up reward tiers is a critical aspect of your Indiegogo investment campaign. It involves offering various recognition levels to donors who contribute more funding. Here are some tips to help you structure your reward tiers effectively:

Determine the Number of Tiers:

Avoid having too few tiers, as it may limit your campaign's potential. However, offering too many tiers can confuse backers and make fulfilment complex. Find a balance by considering the nature of your project and the costs involved in producing rewards.

Pricing Your Product:

Research similar products in the market and position your product accordingly. Consider production costs, shipping expenses, and the value your product offers.

Types of Rewards:

• Material Rewards: Offer the product you are crowdfunding to manufacture, or other physical items like t-shirts, books, or branded merchandise.
• Personal Rewards: Provide acknowledgements, such as a social media conversation, a handwritten thank-you note, or other personalised interactions with backers.
• Experiential Rewards: Offer unique experiences related to your campaign, such as tickets to a film premiere, studio visits, or exclusive events.

Pricing Strategies:

• $25 perks are the most frequently claimed, while $100 perks often make up a significant portion of total funds raised.
• Consider early bird specials or limited-time offers to create a sense of exclusivity and urgency.
• Include images of your perks to showcase what backers will receive.

Other Considerations:

• Ensure your rewards are feasible and scalable. Assess the challenges of fulfilling a large number of perks and cap the number of contributions for each perk accordingly.
• Make sure your rewards comply with Indiegogo's Terms of Use and are not prohibited.
• Be creative and frame your perks to appeal to your target audience.

By following these guidelines, you can effectively structure your reward tiers, attracting more backers and making them feel valued for their contributions to your Indiegogo investment campaign.

Promoting your campaign: Leverage social media platforms and reach out to influencers

Social media platforms are a powerful tool to reach and engage with your target audience. With billions of people using social media worldwide, it is a crucial marketing strategy for businesses. Here are some tips to leverage social media and work with influencers to promote your Indiegogo investment campaign:

Leverage Social Media Platforms:

• Choose the right platforms: Select platforms that align with your target audience. For example, Instagram, Facebook, and Twitter have large user bases and cater to different content types. Instagram is great for visual content, Facebook for live streaming and longer videos, and Twitter for shorter bursts of information.
• Create engaging content: Craft content that is unique, compelling, and entertaining. Use visuals, videos, and storytelling to capture attention. Make your audience want to stop and listen.
• Hashtag strategy: Create a unique and memorable hashtag for your campaign that is consistent across all social media platforms. This will help track interactions and make it easier for followers to engage with your campaign.
• Engage with your audience: Respond to comments, questions, and concerns from your followers. Build personal connections and earn their trust. 84% of consumers expect companies to respond within 24 hours.
• Share updates and progress: Keep your audience informed about the progress of your campaign and any updates. This helps build excitement and keeps your followers invested.

Reach Out to Influencers:

• Understand your audience: Identify influencers who align with your target audience and have followers that match your ideal investor profile. Look for influencers with engaged audiences and authentic connections.
• Authenticity is key: Ensure the influencer's personality, values, and beliefs align with your brand. Authenticity creates a genuine connection with the audience and increases the success of the campaign.
• Build relationships: Establish authentic and genuine relationships with influencers. This adds credibility to their endorsement of your brand. Allow them to learn about your brand and genuinely endorse it.
• Collaborate and add value: Offer something in return to the influencers. Mention them on your social media, promote them in your newsletter, or collaborate on mutual projects like guest blogging or interviews.
• Influencer selection strategy: Develop a clear strategy for influencer selection. Identify multiple potential influencers, monitor their content, and assess how their audience engages with their posts. Ensure the influencer's interests and values align with your brand.

By leveraging social media platforms and working with the right influencers, you can effectively promote your Indiegogo investment campaign and increase its reach and success.

Tracking progress: Use data tracking tools to record revenue reports, customer feedback, website traffic, etc

Tracking your campaign's progress is essential to understanding what strategies are working and making data-driven adjustments. Here are some ways to track your Indiegogo investment campaign's progress using various data tools:

Revenue Reports

Revenue reports provide insights into the financial performance of your campaign. You can use sales tracking software to monitor metrics such as revenue, conversions, and retention. Tools like Ruler Analytics, Bitrix24, and HubSpot offer features to help you understand your sales results and activity. These tools can integrate with your CRM system to provide detailed information on sales and revenue. Additionally, forecasting revenue can help set realistic targets and identify areas for improvement.

Customer Feedback

Customer feedback is invaluable for understanding your audience's needs and improving your campaign. Consider using feedback collection tools such as Typeform, Hotjar, or Intercom to gather insights. These tools can include surveys, polls, and Q&A platforms. For example, Hotjar offers heatmaps and session recordings to visualise user behaviour, while Intercom provides chatbots and tailored messages to engage with customers.

Website Traffic

Tracking website traffic is crucial to understanding your campaign's reach and popularity. Utilise web analytics tools like Google Analytics, Adobe Analytics, or Matomo to monitor traffic metrics such as user source, session duration, device type, and new vs. returning users. These tools can also help identify your most popular pages and areas where users drop off. Additionally, consider using competitor analysis tools like SimilarWeb, Ahrefs, or Semrush to compare your website traffic with that of other sites.

Social Media Engagement

Social media platforms are powerful tools for amplifying your campaign's reach and engagement. Use the built-in analytics features on platforms like Facebook, Twitter, and Instagram to track metrics such as post engagement, follower growth, and click-through rates. These insights can help you refine your social media strategy and better engage your audience. Additionally, consider using social media management tools like Sprinklr to create online communities and drive customer conversations.

Email Marketing

Email marketing is an effective way to communicate with your audience and track their engagement. Use email marketing platforms that offer analytics features to measure open rates, click-through rates, and conversion rates. This information can help you optimise your email campaigns and improve their effectiveness. Additionally, consider using email automation tools to personalise and tailor your messages to specific audience segments.

By utilising these data tracking tools and analysing the collected information, you can make informed decisions, refine your strategies, and ultimately improve the success of your Indiegogo investment campaign.

Frequently asked questions