BootCamp RESOURCE - Session 8 Launch A campaign, CrowdfunD and run ads How can you leverage digital tactics and best practices to successfully launch a new product, service or campaign online? In this eighth session, we learn helpful tips from Brenda Roddy at Crowdfunder, Kaye Symington at Paved with Gold, and Sarah Dyer at Valley Gal on planning the roadmap of your online launch, reaching your target customers, setting up a crowdfunding campaign that hits the spot, and launching social media ads that help you reach your goals.
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Launching a new project entirely online, where it will compete with other brand and campaign content can feel intimidating. Where do you start, how should you focus your efforts, and which tactics across channels can you try to give your campaign the best chance to succeed? • One of the helpful things about the online world is that there are existing projects and campaigns you can research and reverseengineer to learn what has worked for others and get some inspiration to build your plan. • Look up similar projects to yours and assess the stories they are sharing, who has promoted them, and which insights you can learn from it. • Do a deep-dive into your ideal target audiences and customers. Who are you trying to reach? Divide them into categories, identify their motivations, where they consume content online and which problems they want solved. • Think through the content elements that will make up your campaign story. Are you setting up a blog article or landing page? Will you be creating a video? Will it be mostly on social?
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Even if you’re trying to reach an audience that exists beyond your current community, it’s still a good idea to think about ways to share the word with your current network and lean on them to act as advocates for your campaign. • Blog content is a great way to share news of your launch, behind the scenes, product or service teasers, features, and updates. It helps you create a narrative that is accessible in one place to everyone and that you drive traffic to. • Newsletters are also important as you are in control of your database and can decide which subscribers are most likely to engage with your campaign. Don’t hesitate to segment who you send your emails to, and how often and then analyse how they engage with the content. • Social media posts, videos and stories are a great way to get your campaign in front of audiences where they most spend time online with bite-sized content and calls to action that will pique their curiosity and bring them to your campaign landing page.
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