The 3 stages of Kickstarter campaigns: what you need to know for 2023
Lights! Camera! Launch? Crowdfunding has never been so accessible – and in need of stage directions.
Since launching in 2009, Kickstarter has made successful products a reality – and most importantly, profitable ones – for thousands of entrepreneurs. As of 2022, Kickstarter campaigns have generated over $7 billion in pledges worldwide. Fortunately, BoostYourCampaign (BYC) has worked alongside thousands of these successes.
In this article, we’ll take you through the three stages of a Kickstarter campaign so that you can make your product launch a success.
Product validation
Ah, the initial point of any Kickstarter campaign.
Most entrepreneurs seek to concretize their dream, vision, or late-night epiphanies during this stage. Starting any Kickstarter campaign with devotion and optimism is essential, but it’s best to tune into an eagle-eyed vision.
The product validation stage ensures your product is attractive to the public before it’s made or officially launched.
Kickstarter is, technically, a product validation method in itself. It serves as a landing page of sorts – a quick layout and explanation of what you’re offering, including its unique selling points (USPs), what you need from backers, and what parks they can expect from funding your product.
If you want your product to have an opening advantage before wandering investors ever stumble on it, you need your official landing page, start with list building before you launch on Kickstarter.
During the pre-validation stage, you’ll be able to measure interest from a broader audience, test the price levels and perceived value, what works best in terms of copy and visuals, and so much more.
At BoostYourCampaign, we use our propriety platform to run these tests, but tools such as Webflow + a heatmap can also give you some first insights. The key is to test and validate as much as you can, before moving to the pre-launch.
Free insights before anyone has a chance to leave a rating? We call that nothing short of amazing. Just remember to manifest a fundraising goal at this point. Every Kickstarter campaign needs one, and you’ll crunch numbers, and most likely figures, to find that golden ratio.
When you’re launching a Kickstarter campaign, it’s important to remember that the product validation stage is like a “test stage”. This means that after you create your product’s landing page, social media accounts, survey, run ads, and test interest, the next step is to add the main components of your project.
Prelaunch
The pre-launch is arguably the most important stage in the Kickstarter campaign stage.
This is when you will build an audience and a following.
Start by adding content to a landing page for your product that explains the Five Ws: who, what, where, when, and why of your product.
Transparency is key. Answer to the public what you’re trying to do, how people can help, and what rewards they’ll get in return.
Create a complementing Facebook or Instagram page (or both) for your product.
Simplify the concept and hype up its (potential launch)
Research relative keywords and groups you can cross-post to other sites or forums if you choose so.
Make sure you have a way for potential backers to follow your updates.
This means setting up an email and capturing their email addresses as a potential lead list for a future welcome series for your campaign.
Although we praised the free insights a survey brings, when done properly, paid ads will drive a good number of people to your landing page quickly.
Brainstorm how you can bring your product together in a way that comes off as innovative, a solution, and increase its demand by offering perks to early backers.
Bottom line: content is king. Your product will need updated graphics, attention-grabbing visuals and storytelling, and a team that knows how to market your product.
This in turn leads to more sources or backlinks to your page. And tah dah! You’ll get the answers to whether the product is on the way to becoming the next big thing or a flop.
Both are invaluable.
Live Campaign
This moment is one of the most nerve-wracking and, quite literally, rewarding stages in a Kickstarter campaign.
The first thing is first. Every entrepreneur must decide their fundraising deadline.
There is a basic max out for a successful Kickstarter campaign: 60 days.
This means that your campaign can run as short as 24 hours or as long as two months.
Although, according to Kickstarter, 30 days is the most recommended.
During the live campaign, it’s important to keep backers updated on your progress while continuing to reach out to new potential backers. You will receive an influx of questions (RIP inbox) but it will keep you on your game. This is the exciting part. You have people, most importantly with their fingers on the mouse, interested in your idea! Make sure you have clear goals for how much money you want to raise and what you plan on doing with it if you hit your target amount or beyond.
If your campaign reaches its financial goal before the deadline: congrats.
You can now *cue the maniacal laugh*. You’re not done yet, though.
Done- but not really.
Although this moment calls for a champagne toast, it’s equally important to stay humble and send out profuse news and praise to the people who got you there: your backers.
Once the Kickstarter campaign is over, send out all of the rewards promised to backers (including any digital downloads) and continue promoting your project as long as there’s interest.
Never stop running updates on social media, newsletters, or landing pages until the product launches.
Kickstarter Campaigns run on a loose model that includes all the mentioned working parts. Having them in place is important to avoid setbacks during the most important part of your project: the ultimate delivery!
That depends on the success of the mentioned stages first.
✅ Looking to run a Kickstarter or Indiegogo campaign and struggling to turn your idea into a successful crowdfunding campaign? Contact us today to learn more about our crowdfunding & eCommerce services.
