Equity crowdfunding is gaining popularity every year. According to the forecasts of the research company Technavio, the value of the global crowdfunding market will increase by 239.78 billion USD between 2021 and 2026. Therefore, it is an attractive and interesting way to obtain financing for the development and operation of your company. By giving away part of the shares, you can fund the company financially, as well as acquire a group of ambassadors. What increases the effectiveness of the campaign?
In this post, I will share with you information not about how to obtain such funds, but what should not be forgotten when planning an equity crowdfunding campaign, i.e., promotion!
Expectations and Reality…
Even though promotion seems obvious, I see a rather mixed approach to this issue from discussions and observations. Often, a company’s board seeking funding assumes that a mere presence on the platform will provide adequate funds. It sometimes limits its activities to posting on social media and the company’s website.
Unfortunately, reality can be disappointing here. Often, when all family members and closest friends have paid, the meter stops. Nervous refreshing of the page won’t do any good. Analysis of companies that are on equity crowdfunding platforms and the search for whom to invest in here today is not a routine activity of Poles.
In such situations, it is best to take a step back and see what the plans for communication activities look like. Do you have every week of the campaign planned? Do you know what’s going to happen and where? Or do you rather decide to go with the flow and let come what may?
Communication Is the Key to Success
Some campaigns do not end in spectacular success for a simple reason: you need to inform others that you are planning or starting to collect funds, e.g., on the Beesfund platform. I keep saying that, and I’m going to say it here. If you don’t talk about your company loudly enough, often, and substantively, no one will notice you. People are so busy that they either need to be amazed by something, or you need to be extremely visible so that others decide to invest in your product.
We have already implemented several promotional campaigns for companies raising funds using Beesfund, Crowdway, and FundedByMe. And I admit that usually, companies come to us a week before the start of the campaign, or… when it is already in progress. But the results leave a lot to be desired.
In such situations, we have two options: get to work quickly (we do it when we believe that the project is interesting and we have an idea for it) or apologize and say that, unfortunately, we do not have enough hands to work at the moment.
But It Can Be Different…
Starting work with the selected platform does not take only fifteen minutes. You have to prepare the proper documents, and arrange all the formalities. If you plan such activities, come to us. Talk to us and tell us what you do and why others should be interested in your product. Do not wait for support until the raising of capital stops.
How Can We Help You Raise Funds for Development?
- We’ll plan the campaign from start to finish.
“Stand out or get lost” can be paraphrased here to “Stand out or get lost in a crowd.” When equity crowdfunding becomes more and more popular, you start to compete with other companies in your category.
You are competing not just for funds that someone can invest in your company. First, you compete for the attention of the media, influencers, and investors who like such initiatives. And the campaign can give you more than just extra funds; this is a great opportunity to promote the company and gain more recognition in your segment. You can get the visibility that you would normally have to pay a lot more for. Don’t waste it!
- We will offer you interesting activities.
As I wrote above, you need to stand out. Therefore, we will offer you activities that will allow for an interesting presentation of what you are doing. According to one advertising slogan: “Better visible, visibly better!”
- We will regularly inform you about the public interest in what is happening around your campaign.
Let’s talk a month before your campaign. Then we can calmly plan all the activities. You’ll feel more confident because you’ll know what’s going to happen. Such a campaign is an additional job—after all, you will not suspend your normal activity for a month or two while it lasts. If you plan it properly, you get the feeling that you have control over what’s going on. You don’t need the extra stress. Above all, however, you will gain more funds.
Do you want to take care of the communication yourself? Below is my checklist, which is what you should have if you plan to implement a communication campaign yourself:
- Write down the most important things about your company that make you different, better, and more interesting.
- Prepare a dedicated video about the campaign. Let others get to know you and find out why they should invest in your company. Show how you want to spend the money you collected.
- Make a calendar of posts and ads on social media. Once the promotion starts, you won’t have to work on it on an ongoing basis.
- Make a list of the media and journalists you want to reach with the information, and then send them a message about the ongoing collection.
- Make a list of all the people who could help you share information about your campaign.
- Test and observe. Here, unfortunately, there are no ready-made patterns that you can copy 1:1. Analyze what makes the meter on the campaign page grow and repeat these actions.
Good luck! If you want to talk about your campaign, I invite you to individual consultations.
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