Guide de l’annonceur Influence marketing

Successful crowdfunding using influencer marketing

, 2 October 2018

Crowdfunding requires building a large community of potential investors quickly and gaining their trust. And both of these goals can be achieved much more quickly with influencers. It’s easier said than done! So here’s how to do it concretely.

Find the influencers on the media frequented by your backers

If you don’t mind, let’s start with, uh … The beginning! In this case, you want to find influencers in your community. This involves first of all knowing the community. “Thank you Mister obvious”. Of course it’s all the better if you’ve already carried out the research. You would be surprised at the number of marketing campaigns launched without defining the target, the competition, and the positioning of the resulting product.

If you know your target, you should already know the networks and media on which they exchange. It’s not only Instagram! Many communities find themselves on less well known platforms like Medium (personal development), Tumblr (design) or Telegram (cryptocurrency). Above all, most communities revolve around specialized blogs. So you want to get to know the influential bloggers. Most of the time, they’re also influential on social networks, so you kill two birds with one stone by entering into a partnership with them.

Betting on influencers with high engagement rates

How can you sort through the jungle of influencers? The first reaction is of course to focus on the number of followers / likes / unique visitors (depending on the media). Alright, it’s good but not enough. Indeed, in the age of bots and automated tools, these numbers can easily be manipulated.

Remember: Influence Marketing is not (just) a question of numbers! What can’t fool you is the engagement received by the influencer. And again, we’re not only talking about the number of “likes” or comments on posts, because that too is manipulable. Observe the engagement at the qualitative level: is a real exchange created between the influencer and their audience? Is the influencer’s page or blog a space for dialogue in the community? If so, you’ve found a real gem!

Use several micro-influencers

Finding a gem is good. Finding several is better. And is in fact necessary. If you often follow this blog’s articles, you know that it’s micro-influencers who achieve the best engagement rates (find a catch-up session with the article below) and ultimately they’re the ones who will bring you the best return for your campaign.

On the other hand, by definition, the reach of micro-influencers is smaller, so you’ll have to mobilize several to attain a sufficient audience. A pool of five micro-influencers is a minimum. Aim for ten ideally.

Collaborate upstream on the content to be produced

If you create the content yourself and have the influencers simply relay it, you haven’t understood anything about influencer marketing (sorry, but it’s never too late to do it right). Moreover, it’s likely that they’ll refuse to be a simple distribution point! If you let the influencer take charge, you’re heading in the right direction. The ultimate strategy? The co-creation of content. This strategy called Confluence Marketing is the open highway to influence.

➡️ Confluence marketing, the digital strategy of tomorrow

➡️ 4 fundemental elements for creating a Confluence strategy

The key so is to involve influencers to the fullest. They must almost become members of your team! Why not involve them in the development of the product for which you are looking for investors? They’ll be all the more excited about your crowdfunding campaign, and they’ll put all their strength into achieving your fundraising goals.

A partnership with an influencer requires a creative approach from both sides, theirs and yours! (Photo credit: Brooke Lark, Unsplash)

Concretely, gather their opinions during the product design or for the marketing strategy. Then it’s time for the co-creation of promotional tools. An excellent example is to collaborate on the video presentation of the product. But there are thousands of other opportunities specific to your business, it’s impossible to list them all here.

(Bonus) The case of ICOs

If influencers are essential for any crowdfunding campaign, they are absolutely essential for an ICO (Initial Coin Offering). This fundraising is unique to the cryptocurrency sector. Simply put, it’s about launching a new token (or coin) that will serve as the currency of a new ecosystem based on the blockchain. By acquiring these tokens, investors are betting on the future success of the new ecosystem, and therefore on the growing value of their token.

At the height of a boom in cryptocurrencies, we saw a proliferation of ICOs last year. Many were scams, and many investors and even influencers were taken in. ICOs are now much rarer and are struggling to convince. (Photo credit: Christopher Burns, Unsplash)

Of course the process requires convincing investors of the potential of the project, its technical feasibility, its correct use of blockchain technology, and the talent of the team recruited. The initiators of an ICO sell, so to speak, hot air, the promoted project being supposed to get off the ground one or two years later, hence the enormous uncertainty underlying it. In this communication effort with investors, influencers play a leading role, by providing official support for an ICO in exchange for huge endowments, in fiduciary money or in the aforementioned token (the influencer then has all the more interest that the ICO be a success, so that their tokens gain value!).

It’s often said that crypto marketing, the new branch of marketing dedicated to blockchain projects (and therefore also to ICOs), prefigures the future of digital marketing. We must recognize that influencer marketing is the number one lever of crypto marketing, which augurs a growing role of influence in marketing campaigns across all sectors, if the cryptocurrency sector does indeed show the way…

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