Kelly Harris
March 20, 2024
A successful crowdfunding campaign begins long before the launch button is pressed. Our analysis of over 2,000 campaigns reveals that pre-launch marketing is the single most critical factor in determining campaign success. In this comprehensive guide, we'll walk you through the exact steps needed to build a strong foundation for your campaign's success.
The Science Behind Pre-Launch Success
Our research shows that campaigns with a strong pre-launch strategy are 3.8 times more likely to succeed. Here's why:
- Early momentum signals to Kickstarter's algorithm that your project is worth promoting, increasing organic visibility.
- A pre-built audience creates immediate social proof, encouraging new backers to join.
- Projects that reach 30% of their goal in the first 48 hours have a 90% chance of full funding.
Your Pre-Launch Timeline
6 Months Before Launch
Begin building your brand presence across key platforms:
- • Create a content calendar focusing on your unique value proposition
- • Start documenting your journey through behind-the-scenes content
- • Identify and join relevant online communities
- • Begin outreach to industry influencers
- • Set up social media analytics tracking
4-5 Months Before Launch
Focus on email list building and community engagement:
- • Launch your landing page with email capture
- • Create valuable lead magnets (guides, exclusive content)
- • Begin A/B testing different value propositions
- • Start building relationships with media contacts
- • Create anticipation through product development updates
2-3 Months Before Launch
Ramp up content production and community building:
- • Release teaser content and prototypes
- • Start your PR outreach campaign
- • Begin influencer collaboration discussions
- • Create your press kit
- • Plan your launch event
1 Month Before Launch
Final preparations and marketing push:
- • Finalize your campaign page content
- • Begin paid advertising campaigns
- • Confirm media coverage arrangements
- • Schedule all launch day communications
- • Prepare your email sequence for early backers
Email List Building Deep Dive
Proven Tactics
- Early-bird discount offers (40% conversion)
- Exclusive content access (35% conversion)
- Pre-launch giveaways (25% conversion)
- Behind-the-scenes content (20% conversion)
Key Metrics to Track
- List growth rate (aim for 100/day)
- Email open rate (25%+ benchmark)
- Click-through rate (10%+ goal)
- Landing page conversion (15%+ target)
Content Strategy Blueprint
Social Media Content Mix
Content Types
- • Behind-the-scenes (30%)
- • Product features (25%)
- • User benefits (20%)
- • Social proof (15%)
- • Team updates (10%)
Posting Schedule
- • Instagram: 2x daily
- • Twitter: 3-5x daily
- • Facebook: 1x daily
- • LinkedIn: 3x weekly
Video Content Strategy
Essential video content to produce:
- • Product development updates (weekly)
- • Feature demonstrations (bi-weekly)
- • Team interviews (monthly)
- • Expert testimonials (as available)
- • Manufacturing process insights (monthly)
PR and Media Outreach
Media Strategy Timeline
- 1. Build media list (3-4 months before launch)
- 2. Initial outreach (2-3 months before)
- 3. Press kit distribution (6 weeks before)
- 4. Follow-up and relationship building (ongoing)
- 5. Exclusive story pitching (1 month before)
Press Kit Components
- • High-resolution product images
- • Company background and team bios
- • Product specifications and features
- • Previous press coverage
- • Expert testimonials and endorsements
Launch Day Preparation
24-Hour Launch Plan
Hour-by-hour schedule for maximum impact:
- • T-24h: Final email reminder to early bird list
- • T-12h: Social media countdown begins
- • T-6h: Team coordination meeting
- • T-2h: Systems check and final preparations
- • T-0: Launch announcement across all channels
- • T+1h: First progress update
- • T+4h: Social proof and momentum update
- • T+8h: Major milestone announcement
- • T+12h: Media coverage roundup
- • T+24h: First-day results celebration
Need Help With Your Pre-Launch Strategy?
Our team of crowdfunding experts can help you build and execute a comprehensive pre-launch marketing plan that ensures your campaign starts strong. We've helped over 200 campaigns exceed their funding goals through strategic pre-launch preparation.
Our pre-launch services include:
- Complete marketing strategy development
- Email list building campaigns
- PR and media outreach
- Analytics and optimization