Kickstarter Marketing Strategy
Branding, Copywriting, and Funnel Development,
So Independent Board Games, TTRPGs, and Other Tabletop Materials
Can Exceed Their Loftiest Crowdfunding Goals
“I have been absolutely blown away by what Riley was able to do for my company. He has literally brought me to tears from the insights and vision that he helped me see for my own brand all while coming up with creative ideas and engaging writing. He is professional, but also feels like a friend at the same time, He get’s it!”
— Alan, The Dungeon Coach
Introduction to Board Game Kickstarter Marketing Strategy
Basics first: Kickstarter is one of the largest crowdfunding platforms, known for its ability to connect creators with their target audience. If the industry's community thinks an idea is good, they can offer money to bring the project to life. If the goal is met, the offerings become donations and givers become backers. It is expected that any creator that uses kickstarter keep in constant contact with their backers at the very least, and it is encouraged that they play a role in the creative process and development of the board game. It is effective for ecommerce, as well as brick and mortar stores (go to my FLGS page here).
Three Reasons Crowdfunding is So Popular for Board Game Designers…
Kickstarter offers a dedicated community of creative enthusiasts who actively back projects they find interesting.
Unlike other crowdfunding platforms, Kickstarter is known for its social proof, which means that successful campaigns attract more backers, creating a virtuous cycle of support.
The interactive and community-driven nature of Kickstarter aligns perfectly with the board gaming culture. Board game enthusiasts are often keen to be part of the creation process, providing feedback and support to projects they believe in.
Companies like Hasbro use their vast marketing budget do dominate shelf space and crowd out competition in the board game industry. Most people don’t know any better and continue to buy their classic, but outdated, board games.
For many developers, Kickstarter is their only way to bring their vision to life. And while it presents a great opportunity, the truth is only 10% of crowd funding campaigns bring sustainable funding and 61% fail outright. If you aren’t prepared, or don’t have the right team, it can be an uncertain and anxiety inducing gamble.
That’s because a successful campaign requires textbook kickstarter marketing strategy, crystal clear branding, and months of preparation. Because to be successful and become a kickstarter favorite, you not only need a flawless landing page that captivates visitors, but also the ecommerce infrastructure in place leverage your new passionate backers into long term supporters.
Kickstarters are overwhelming projects, and you don’t have to do it all by yourself. I can come along side and familiarize myself with you and your game. Together we can form a brand message, place your kickstarter landing page in an effective funnel, and I can write every persuasive word they’ll need to become a top tier backer.
“Copywriting” refers to the words on ads and promotional material, both physical and digital. Things like Kickstarter landing pages are 99% copywriting; strategic messaging designed to inform and persuade curious visitors to become devoted backers.
Board Game Kickstarter Marketing Strategy
Essential Pre-Launch Checklist
Before “roll the dice” with crowdfunding and initiate the your campaign, it's important that you prepare accordingly. At a bare minimum you need to address each of the following:
Decide what percentage of your board game needs to be completed before or after you receive funding
Understand EXACTLY who your target audience is… creating avatars you can refer to as you create your campaign
Identify a clear, unique branding of your game and company that is honest and appeals to your target audience
Define specific, achievable funding goals and specify where the funding will go.
An obvious sales funnel with different levels of engagement and rewards to turn visitors into supporters into fans
Have a copywriter write a compelling landing page that takes visitors on a journey to becoming a supporter
Building a list of email addresses before launch to support the campaign kick-off and provide a foundation for the new emails you will receive
Pricing on a Sliding Scale
Every business is unique, which means unique copy, unique projects, and also… unique pricing.
All my services are offered on a sliding scale, with some openings reserved for new, small businesses.
Just another way I can get help get you what you need.
The Role of Branding in Kickstarter Marketing Strategy
Branding helps creators establish a unique identity for their board game crowdfunding campaign and builds credibility among potential backers. Here are some key factors to consider when it comes to branding:
Stay Authentic: The brand should't be clickbait…. it needs to accurately reflect the intention and values of your board game.
Represent it Visually: Once you have your brand identity in words, its time to find imagery that captures the message in the blink of an eye. You'll need a folder of high-quality hero shots, logos, and images of the materials.
Keep Branding Consistent: Consistency is key when it comes to branding. Use your brand's logo, colors, and messaging consistently across all campaign materials, social media accounts, and marketing collaterals. Everything backers see should support or directly communicate the brand.
The Importance of Defining Your Fundraising Goals…
Setting a clear and realistic fundraising goal is crucial for a successful Kickstarter campaign. Your funding goal should be based on market research, production, and marketing costs, ensuring that it covers all necessary expenses. Here are some tips for defining your Kickstarter fundraising goal:
Survey Similar Projects: Analyzing other campaigns will give you insights into backers' behavior and expectations when it comes to funding board games.
Consider the Costs: Production and marketing are not cheap. Calculate the amount of money you need to produce and distribute your board game, as well as to what it will take promote your campaign effectively.
Set Specific Goals: Define specific goals that align with your project, such as reaching a certain number of backers, unlocking stretch goals, or securing funding for specific game components.
Communicate to Potential Backers: showcasing the milestones they will help you achieve if they pledge their support.
Why is Kickstarter is so Popular for Board Game Designers?
Kickstarter offers a dedicated community of creative enthusiasts who actively back projects they find interesting.
Unlike other crowdfunding platforms, Kickstarter is known for its social proof, which means that successful campaigns attract more backers, creating a virtuous cycle of support.
The interactive and community-driven nature of Kickstarter aligns perfectly with the board gaming culture. Board game enthusiasts are often keen to be part of the creation process, providing feedback and support to projects they believe in.
If you want to explore a kickstarter campaign for a TTRPG, visit my TTRPG and D&D 5e homebrew marketing page).
What Does Copywriting Do For My Campaign?
Clear Communication: Good copywriting ensures that your campaign is crystal clear from start to finish. Confusion is the number one way to lose potential backers, so it's essential to communicate your project's unique value proposition, goals, and rewards concisely and effectively.
Unique differentiation: Compelling copywriting sets your board game crowdfunding campaign apart from the competition. It showcases what makes your game different, emphasizing the exciting gameplay, innovative mechanics, or immersive storytelling that makes your project stand out.
Persuasive storytelling: Copywriting tells the story of your board game, transforming potential backers into heroes who can be part of something bigger. By evoking emotions, storytelling creates a sense of connection and investment, encouraging potential backers to pledge their support.
Social Proof and Testimonials: Incorporating social proof through testimonials, reviews, and endorsements into your campaign page can significantly increase trust and credibility. Copywriting should highlight these social proof elements, strengthening the persuasiveness of your campaign.
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Jaimie and Kelle
AWESOME DICE
“"I could swear that I once read a review for Riley that stated his work felt human. This has stuck with me as it is certainly true. Riley provides quality content well suited to our brand in a professional manner lacking any of the usual stiff and stuffy, excessive formality. We've come to think of him as part of the team."
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Alister
CATMAGE DICE
"I'm so glad to have worked with Riley when redesigning my site's homepage with a clear story-driven message. I've already seen a steady increase in signups in the first month of having the new homepage live, and can't even begin to imagine working with another copywriter besides Riley on future projects!"
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Kasey
FIRELIGHT FABLES
"Working with Riley has been an absolute pleasure! The landing page he developed for me has not only brought in new customers, but has also allowed me to focus on the other important aspects of my business. He is always professional and quick to respond to my questions, and I love his enthusiasm for storytelling".
Running a successful Kickstarter campaign requires a lot of work, and having a dedicated team will maximize your chance of success
Project manager: A skilled project manager is necessary to coordinate all aspects of your Kickstarter campaign, ensuring tasks are completed on time and goals are met.
Marketing expert: A marketing expert will devise and implement a targeted outreach strategy to reach potential backers, leveraging social media, email marketing, and influencer partnerships.
Graphic designer: A graphic designer will create visually appealing campaign page layouts, eye-catching visuals, and promotional graphics, grabbing potential backers' attention.
Social media manager: A social media manager will develop engaging content strategies, manage facebook, twitter, and instagram, and foster community engagement, increasing campaign visibility and traction.
Copywriter: A copywriter will write everything for the marketing expert, crafting compelling campaign narratives, email marketing campaigns, and persuasive messaging to inspire potential backers.
Whether your team is 3 people or 30, keeping everyone on the same page is critical. All elements of the campaign mustwork together seamlessly!
What are Common Kickstarter Marketing Strategy Pitfalls?
Common pitfalls for a Kickstarter marketing strategy can be costly. Without a clear marketing strategy, a crowdfunding campaign may struggle to gain traction. Unrealistic funding goals often lead to disappointment. Neglecting market research and audience analysis can hinder campaign performance. Social media marketing is crucial for visibility, while copywriting is essential for a convincing pitch. Not collecting emails or having an effective email strategy means missing out on upselling opportunities in the months following launch day. Assuming that a good product alone guarantees success is risky, as is underestimating the amount of work required for successful crowdfunding. Backers won't easily find a campaign without marketing efforts, and misconceptions about backers' readiness to pledge without clear benefit statements can be damaging.
How to Create a Sales Funnel
for Kickstarter
A well-defined sales funnel guides visitors through the Kickstarter campaign journey, from awareness to pledging their support. It starts with targeting your target audience and using ads, influencers, or SEO blog posts (see the traffic I have got my clients here) to bring them to your kickstarter page. That page is the most important part of the funnel, walking potential backers step by step through your kickstarter marketing strategy. Every possible question they could ask should be answered as they scroll, concluding with a call for them to back your project and giving them options to stay in contact.
Your landing page is the pillar that holds up your kickstarter marketing strategy... it needs hours of copywriting, graphic design, keyword optimization, and funnel structure.
Finally, you will use email marketing campaigns and social media to communicate with your backers, provide updates, and share exclusive content as you keep them in the loop. You can also revisit anyone that backed bit hasn't pledged yet, and slowly nurture them to become a giving backer.
Frequently Asked Questions
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Payments are completed over Paypal. In order to protect us both, the first thing I require 50% of the project’s payment up front before I begin. This is a standard freelance practice. Once I deliver the final draft, there will be a second invoice for the other 50%.
Other payment structures can be explored in the discovery and proposal process.
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I will make unlimited edits to any draft until you are satisfied. I also offer a round of free edits within 6 months of the projects completion. If y work did not generate buzz like you hoped and you are still not satisfied, I offer a 100% money back guarantee.
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1) I am much more affordable. No employee benefits or office space are being factored into my price; you are paying for my work and my work alone
2) Most agencies suffer from internal and external distractions that prevent them from putting the client first. With me, you get hands on, one-on-one fixed attention, resulting in copy that is tailor-fit to your brand and needs.
3) I LOVE tabletop games. I have been immersed in them as my favorite hobby for over 13 years. I have intimate knowledge of the culture , mechanics, and… most importantly… the target audience.
4) I’m one-on-one: An agency may have dozens of clients dividing their attention. I only work with a handful at any given time, allowing me to always deliver my best work.
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Long story short: no. That said... your kickstarter page is only effective if people see it, and facebook ads and google ads will do that. But the best way is to pay for Kickstarter to promote your campaign, or get a natural boost by becoming a "Project We Love".
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It couldn't hurt! If you are already reaching out to potential customers via social media platforms, a press release is sure to get the attention of anyone on the fringes. But many successful crowdfunding campaigns did not involve major media outlets.
A safer bet is to find blogs that your target audience frequents and offer to provide a free guest post in exchange for a link to your kickstarter page. Bloggers may charge a small fee, but are usually happy to be saving hours of writing and formatting. Of course, for the blog post to be effective you will need to do keyword research so that google's algorithm knows who to send your way.
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Incentivizing support and nurturing a feeling of gratitude and exclusivity among backers is pivotal to the success of your crowdfunding campaign. Tailoring rewards to match their inclinations enhances the allure of your project, increasing its potential for success. Additionally, expressing appreciation through backer rewards helps establish enduring relationships with your supporters.
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You might be tired of hearing this... but... it depends! Where do the players that would LOVE your particular game hang out? Where do they chat with one another or scroll to kill time? THAT is the social media platform you need to devote your time to?
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Yes, yes, and YES. It is the single greatest marketing tool at your disposal. Not only is building your mailing list one of the first steps for your kickstarter marketing strategy, but expanding on your email list is one of the best benefits and goals of a campaign! It has NOT gone out of style, and at the bare minimum you need to be sending weekly emails and having trigger emails based on interaction with your website/kickstarter page.
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Email allows creators to communicate DIRECTLY (that is the key word here) with potential backers, nurture relationships, and provide updates throughout the campaign. With email marketing, board game creators can target specific audience segments, maintain consistent communication, and optimize engagement. From sharing campaign milestones to offering exclusive discounts, email marketing plays a crucial role in converting potential backers into loyal supporters.
“Write What You Know”
“Don’t fake it. Don’t half-ass it. Don’t be boring.
That’s what a mentor told me 10 years ago.
It sparked a joy for learning and writing that continues to flourish today.
Now I help business owners that struggle to put their value into words that convert.
“Draw from your experience…research… internalize… and communicate clearly.”
I’d be delighted to do a dive deep,
Discover what makes you special,
Write in your unique voice,
And help your Kickstarter THRIVE.