Assembling Your Crowdfunding Team
What skills do you need for a crowdfunding marketing team?
Having a strong team behind you is a critical part of a successful crowdfunding campaign. You’ll need a key group of people who are as passionate about your project as you are. It’ll help you break up the workload and expand your reach to potential backers, and, if that’s not enough of a reason to have a great team, team-based campaigns tend to raise more funds.
As you build your team, make sure you’re choosing passionate people you can rely on. Create a corporate culture around your project or startup, and bring people on board who fit into that culture.
Where to find your team? Including your friends isn’t always the best idea, though you can take advantage of your friends’ networks. Focus on finding people who have the skills you need and a passion to match yours. Look for those who fit into your team’s culture and who have crowdfunding experience - and a large, developed network is a bonus! You can use your own personal network to find your team members, go through a recruiting agency, or even place an ad. Just make sure that you determine exactly what skills, experience and requirements you’re looking for before you even start looking.
You’re going to want to focus on both paid media and earned media in order to get traffic to your campaign page, and to do so, you’ll need people that understand both. We suggest having a marketing team with at least the following players or skillsets:
This can be you, the project creator, or someone else you trust to run the campaign. This person will push the campaign forward, taking on planning the project and making big strategic and financial decisions. They should have a strong integrated marketing background so that they understand how all of the key marketing channels should fit together.
Public relations is going to be the backbone of your earned media strategy. You’ll want to focus largely on online publications that will provide maximum benefit to your campaign in order to perform this function most effectively. If you’re dedicating a person entirely to this role, try to recruit someone with an existing network of tech journalists that they can tap to promote your campaign. The right article in the right blog could net your campaign tens of thousands of dollars, but there are no guarantees here.
Facebook Ad crowdfunding marketing has become one of the best ways to immediately draw a large number of backers to your page and determine if your campaign is going to do well. If you can convert visitors from your ads, you have a winning campaign. If you can’t, you’ll want to dive deeper into analyzing why your page isn’t converting. Regardless, an effective advertising campaign is nearly guaranteed to do more to fill the top of your marketing funnel than any of the other communications channels available to you, so you’ll want an expert running this. Don’t just assume that your social media manager can run ads just because they’re running your organic Facebook campaign - this is a completely different skillset. Spend the time to find someone with solid Facebook advertising experience to perform this function.
You’ll want your social media efforts to focus on two different things: attracting new backers to the campaign and being a feedback loop from the campaign organizers to the community. I won’t go in to how to run a successful social media campaign for a crowdfunding project in depth, but here’s a brief explanation of both efforts.
Attracting potential backers means getting in front of your potential audience. Coupled with advertising, social media is a very powerful tool for attracting new people to your profiles where you can then rely on them to read your content. If your followers are incentivized to share your content or they’re so supportive of your product that they want to evangelize it on their own, you can amplify your message through them.
Once you have a sizable audience and your campaign is live, you’re going to start getting questions from potential buyers and existing backers. Communication with your backers during a crowdfunding campaign is key, and if you don’t answer them on social media, they’re going to grow ornery and potentially amplify their negativity about you as a project creator. Make sure you have someone monitoring your online presence to answer questions and concerns as effectively as possible.
This role can easily be doubled up with any of the other roles, as good communicators are good writers and you should fill all of your marketing functions with good communicators, but you can have a standalone copywriter as well. You’ll need to create quite a bit of written content, including the campaign page itself, crowdfunding email marketing emails, backer updates, blog posts, and more.
Now keep in mind, we suggest filling these five roles at a minimum. Depending on your project, you may have more roles to fill than these five, or you may need multiple people filling one role. Conversely, you may be able to combine some of these roles into a two or three person team. The most important thing to remember here is that it’s hard to run a successful crowdfunding project without a well-organized team that you can count on standing behind you to back you up.
You have two choices to fill these roles - you can staff them yourself, or you can supplement having to build a team by hiring a crowdfunding marketing agency. Command Partners has individual experts in all of these areas on staff, so contact us and find out how we can bring success to your crowdfunding campaign.