Crowdfunding PR: Helping you build credibility and attract funding

Crowdfunding is now big business. When it comes to launching new products or expanding operations, I’m seeing more and more companies opt for platforms like Kickstarter, Indiegogo and Crowdcube to raise much-needed funds, instead of going down the more traditional routes. And that’s applicable whether you’re a start-up or a large corporation.

But it’s competitive. How do you attract people to invest in your business and not someone else’s? How do you make your crowdfunding launch stand out, in what is a crowded landscape?

This is where crowdfunding PR comes in.

Let me give you an example. Remember BrewDog? Over the years, they’ve used crowdfunding to raise capital and build a loyal community of investors and customers. Despite being a multimillion pound company, the business has gone through numerous rounds of equity crowdfunding, and has raised a total of over £80 million to date. Its efforts were, of course, backed up by sassy PR activity which scored a ton of coverage. And in the process, they’ve built an even bigger loyal following.

So how does PR help a crowdfunding campaign?

• Boosts brand awareness: A clever and innovative PR campaign helps to build interest prior to the launch date and showcase your business to a broader audience
• Drives traffic: Coverage published online increases traffic to your crowdfunding page, plus, third party content usually leads to higher conversion rates
• Gain credibility: With traditional media highly trusted, positive coverage of your crowdfunding campaign by well-regarded journalists increases credibility, encourages investors, and drives contributions.

And, of course, once the crowdfunding PR campaign is over, all the activity carried out will continue to work. PR is a long game brand building exercise. So as you move on to the next stage of the process and sell your product, media coverage will continue to drive traffic to your website, and garner interest among potential customers, partners and stockists.

Working with a crowdfunding PR agency

Over the years, I’ve designed and delivered numerous highly successful PR campaigns. And, simply put, the earlier we start your crowdfunding PR campaign, the more successful it will be. Ideally, PR activity should start three months before you launch your crowdfunder, in order to create a buzz in the media and build momentum.

As part of the process, I put together an innovative PR strategy that not only sparks interest and brings in investors and funding, it also strengthens your brand’s credibility and visibility, and sets you up for long-term success.

My crowdfunding PR services include:

• Compelling storytelling: Potential investors need to connect with your story on an emotional level if you’re aiming to crowdfund serious amounts of money. The same goes for journalists. There needs to be an exciting angle or a unique hook to get them interested. So I create a narrative that highlights your company’s journey, how your product or service benefits your target audience, and what problems it solves. Crowdfunding is a congested market. So we need to make you stand out.
• Outstanding media relations: As a crowdfunding PR agency, I have built up an enviable list of leading journalists across a wide range of sectors, and I know the kind of stories they’re looking for. It’s why I regularly secure coverage in all the top titles from The Financial Times to The Wall Street Journal.
• Media-friendly press kits: A well organised press pack is essential. In addition to a well-written press release, my press kits include high-quality digital images, your backstory, quotes and insights from the founders, as well as your team’s bios. Where possible I include testimonials, peer reviews and investor quotes.
• Working with influencers: Well-placed influencers, bloggers and content creators can be a valuable PR resource when it comes to building interest around your crowdfunding campaign. Prior to launch, I work with key influencers and their vast audiences, to road test products, reveal behind-the-scenes content, share exclusives, and create investor interest.

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