How to Use Kickstarter Marketing to Reach Your Goals

Roy Morejon
7 min readMay 17, 2023


kickstarter marketing
Learn how to leverage the power of Kickstarter marketing to achieve your goals with our comprehensive guide.

If you’ve ever considered launching a crowdfunding campaign on Kickstarter, you know how crucial it is to have a well-planned marketing strategy. In this article, we’ll explore how to make the most of Kickstarter marketing to reach your project goals. From understanding what Kickstarter marketing actually is to craft your marketing message, we’ll cover everything you need to know to ensure a successful campaign.

Understanding Kickstarter Marketing

### What is Kickstarter Marketing?

Kickstarter marketing refers to the process of promoting your crowdfunding campaign to potential backers and investors. Kickstarter marketing aims to raise awareness and generate interest in your project, ultimately leading to more pledges and funding.

One of the most critical aspects of Kickstarter marketing is understanding your target audience. By identifying the people most likely to support your project, you can tailor your messaging and marketing efforts to resonate with them. This can include highlighting the unique benefits of your project, showcasing your team’s expertise, and creating compelling visuals and videos to showcase your product or service.

### Why is Kickstarter Marketing Important for Your Campaign?

With thousands of projects vying for attention on Kickstarter, it’s essential to have a robust marketing plan in place. Kickstarter marketing is crucial because it can help ensure your target audience sees and supports your project. You can increase your chances of success on Kickstarter by crafting compelling campaign messaging, utilizing social media platforms effectively, and engaging with influencers and bloggers.

Another critical factor in Kickstarter marketing is building a community around your project. By engaging with potential backers and investors early on in the campaign, you can create a sense of excitement and anticipation around your project. This can generate buzz and momentum, leading to more significant pledges and increased funding.

Having a clear and concise pitch for your project is also essential. This should include a brief overview of your product or service, the problem it solves, and how it will benefit your backers. By communicating your project’s value proposition effectively, you can help potential backers understand why they should support your campaign.

In summary, Kickstarter marketing is critical to any successful crowdfunding campaign. By understanding your target audience, crafting compelling campaign messaging, building a community around your project, and effectively communicating your project’s value proposition, you can increase your chances of success on Kickstarter.

## Setting Up Your Kickstarter Campaign

Kickstarter is a powerful crowdfunding platform that has helped countless entrepreneurs and creators bring their projects to life. However, launching a successful Kickstarter campaign requires careful planning and execution. This guide will walk you through the critical steps in setting up your Kickstarter campaign.

### Defining Your Project Goals

The first step in launching a successful Kickstarter campaign is to define your project goals. This includes setting a funding goal and timeline, identifying the scope of your project, and determining what rewards you will offer backers. Defining your project goals is critical because it helps you set clear expectations for your audience, making it easier to market your campaign effectively.

When setting your funding goal, it’s essential to consider all the costs associated with your project, including materials, manufacturing, and shipping. You should also factor in any fees associated with running a Kickstarter campaign, such as platform and payment processing fees. Setting a realistic funding goal’ll increase your chances of reaching your target and bringing your project to life.

In addition to your funding goal, you’ll also need to set a timeline for your campaign. Your timeline should be long enough to give you ample time to market your campaign and build momentum but not so long that your backers lose interest. A typical Kickstarter campaign lasts between 30 and 60 days, but you should choose the best timeline for your project.

### Creating a Compelling Campaign Page

Your Kickstarter campaign page is where you’ll showcase your project to potential backers. To create a compelling campaign page, you must craft persuasive copy highlighting your project’s unique value proposition and including eye-catching visuals and videos. Your campaign page is where you’ll make your first impression on potential backers, so it’s essential to make it count.

When creating your campaign page, it’s essential to focus on the benefits of your project rather than just its features. Your backers want to know how your project will improve their lives or solve a problem they’re facing. Use compelling language and visuals to convey the value of your project and make it clear why it’s worth supporting.

In addition to your project description, you’ll also need to include information about your rewards. Your rewards should be attractive enough to entice backers to support your project but not so expensive that they eat into your funding. Consider offering a range of rewards at different price points to appeal to a broader audience.

### Determining Your Funding Goal and Timeline

Setting a funding goal and timeline is critical to the success of your Kickstarter campaign. Your funding goal should be ambitious enough to make your project financially viable but not so high that it’s unattainable. Your timeline should be realistic and provide enough time for you to market your campaign effectively.

One way to determine your funding goal is to calculate the minimum amount of money you need to bring your project to life. This includes all the costs associated with your project and any fees associated with running a Kickstarter campaign. Once you have this figure, you can add a buffer to cover unexpected costs or fees.

When setting your timeline, it’s essential to consider how much time you’ll need to market your campaign and build momentum. You’ll also need to factor in the time it will take to manufacture and ship your rewards to backers. Setting a realistic timeline will increase your chances of reaching your funding goal and delivering your project on time.

In conclusion, setting up a successful Kickstarter campaign requires careful planning and execution. By defining your project goals, creating a compelling campaign page, and setting a realistic funding goal and timeline, you’ll increase your chances of reaching your target and bringing your project to life.

## Building Your Audience

Launching a Kickstarter campaign is an exciting endeavor, but it can also be a daunting one. One of the most essential factors in the success of your campaign is building an audience that is engaged and excited about your project. Here are some tips to help you build your audience:

### Identifying Your Target Audience

Before you start promoting your campaign, it’s important to identify your target audience. Knowing who you’re targeting can help you craft messaging that resonates with that audience and ensures you reach the right people. Consider factors such as age, income, interests, and location when identifying your target audience.

For example, suppose you’re launching a campaign for a new line of vegan snacks. In that case, your target audience might be health-conscious individuals who are interested in sustainable and ethical food options. By identifying your target audience, you can tailor your messaging and promotional efforts to reach this specific group of people.

### Utilizing Social Media Platforms

Social media platforms such as Facebook, Twitter, and Instagram are powerful tools for promoting your Kickstarter campaign. By developing a robust social media strategy, you can reach many potential backers and keep them engaged throughout your campaign.

When developing your social media strategy, it’s important to consider each platform's unique features and audience. For example, Instagram is a highly visual platform that is great for showcasing product photos and behind-the-scenes glimpses of your campaign. On the other hand, Twitter is a great platform for sharing quick updates and engaging with your audience in real-time.

In addition to posting regular updates, it’s important to share engaging content that will resonate with your target audience. This could include blog posts, videos, and infographics that provide more information about your project and the problem it solves.

Finally, consider leveraging paid advertising on these platforms to maximize your reach. By targeting your ads to your specific audience, you can ensure that your message reaches the right people.

### Engaging with Influencers and Bloggers

Engaging with influencers and bloggers in your industry can help your Kickstarter campaign gain traction quickly. By partnering with individuals with a significant online following, you can tap into their audience and get your campaign in front of more people.

When approaching influencers and bloggers, it’s important to be authentic and genuine in your outreach. Consider offering them exclusive perks or rewards in exchange for promoting your campaign to their audience. This could include early access to your product, personalized rewards, or even a partnership opportunity.

Building relationships with influencers and bloggers can expand your reach and gain valuable exposure for your Kickstarter campaign.

In conclusion, building an audience for your Kickstarter campaign takes time and effort, but it’s an essential step in ensuring the success of your project. By identifying your target audience, utilizing social media platforms, and engaging with influencers and bloggers, you can build a community of passionate supporters who are excited to back your project.

## Crafting Your Marketing Message

### Telling Your Story Effectively

The key to a successful Kickstarter campaign is crafting a compelling marketing message that resonates with your target audience. This includes telling your project’s story in an authentic, engaging, and emotional way. Use your campaign page and social media platforms to share your project’s backstory, your passion for your creation, and why your project matters.

### Highlighting Your Unique Selling Points

To differentiate your Kickstarter campaign from others, it’s essential to highlight your project’s unique selling points. Whether it’s a new technology, an innovative design, or a thought-provoking concept, be sure to emphasize what makes your project stand out from the crowd.

### Creating Engaging Visuals and Videos

Visuals and videos are powerful tools for promoting your Kickstarter campaign. Use high-quality images, product shots, and videos to showcase your project and communicate your message effectively. Be sure to take advantage of Kickstarter’s video feature to create a compelling video that tells your project’s story and excites potential backers.

In conclusion, launching a Kickstarter campaign requires more than just a good idea. By understanding Kickstarter marketing and implementing a solid marketing strategy, you can increase your chances of reaching your funding goals. From setting up your campaign page to engaging with influencers and bloggers, be sure to utilize all the tools available to you to make your Kickstarter campaign a success.

If you have questions, please reach out to me Roy Morejon



Roy Morejon

I help entrepreneurs, inventors, & startups launch & market products from idea to product-market-fit. Over $1B in sales using Crowdfunding on Kickstarter