PR & Influencer Marketing

When it comes to crowdfunding success, trust is everything. According to Shopify, 90% of people trust a brand more when it’s recommended by someone else, even if that someone is a complete stranger. 

That’s where PR and influencer marketing come in…

By leveraging these strategies, you can build credibility, increase visibility, and drive pledges to your Kickstarter campaign. This lesson dives deep into PR and influencer marketing, teaching you how to get your project noticed by the right people.

laYou’ll gain practical strategies for connecting with influencers who align with your brand and securing press coverage to amplify your campaign’s reach. You’ll also learn how to craft personalized outreach messages, build a professional press kit, and budget for influencer partnerships.

What You’ll Learn in This Lesson

This lesson covers everything you need to know about using PR and influencer marketing to grow your Kickstarter campaign. Specifically, you’ll learn how to:

• Identify the right influencers for your brand and connect with them.
• Craft compelling outreach messages that stand out.
• Build a press kit that makes it easy for journalists to feature your project.
• Find journalists and influencers who align with your campaign’s audience.
• Leverage recommendations to inspire trust and drive pledges.

By the end of this lesson, you’ll have a solid strategy to get your project in front of the right people—and their audiences.

Influencer Marketing

Not all influencers are created equal, and this lesson will help you focus on the ones who matter most.

Why Focus on Micro and Nano Influencers?

• Easier to reach
• Higher engagement rates
• Niche expertise in specific industries
• More open to commission-based agreements

Smaller influencers often deliver a higher return on investment (ROI), making them ideal for Kickstarter campaigns.

Finding the Right Influencers

Influencers exist on various platforms, including Facebook, YouTube, TikTok, and Instagram. The key is to find influencers whose audiences align with your product. In this lesson, you’ll learn how to:

• Craft personal outreach messages that grab attention.
• Compliment their work and explain how your product fits their audience.
• Negotiate partnerships that work within your budget.

Budgeting for Influencers

• The average rate is $100 per 10,000 followers.
• Micro and nano influencers are more flexible and open to referral programs, such as Kickbooster.
• You should be prepared to invest, as influencer marketing requires a budget.

Public Relations (PR)

PR is another great way to increase your campaign’s visibility. This lesson will teach you how to:

Building a Press Kit

A press kit is a collection of photos, videos, and assets journalists can use in their articles. It should:

• Be hosted on Google Drive or Dropbox.
• Include a link at the bottom of your campaign page.

Finding Journalists

• Research other Kickstarter campaigns in your niche and see which publications covered them.
• Find the authors of those articles (via bylines or LinkedIn).
• Craft personalized outreach messages to pitch your campaign.

Outreach Tips (Similar to Influencer Marketing)

• Keep messages personal, not overly formal.
• Show you’ve done your research.
• Explain why your product is a great fit for their audience.
• Always include a link to your press kit.

Providing Samples

• Be ready to send samples or prototypes to journalists and influencers.
• Authentic content is more likely to generate trust and engagement.

Who Is This Lesson For?

This lesson is perfect for:

First-Time Creators

• If you’ve never worked with influencers or journalists before, this lesson will guide you through every step of the process.
• You’ll gain confidence in executing PR and influencer marketing campaigns.

Entrepreneurs Seeking Growth

• If you’re looking to expand your audience, PR and influencer marketing can help you reach new backers.
• Gain fresh insights and strategies that elevate your campaign beyond traditional marketing tactics.

Why “PR and Influencer Marketing” Matters

To sum it up, people trust recommendations, whether they come from a journalist or an influencer. PR and influencer marketing allow you to build that trust, increasing your campaign’s credibility and visibility.

With proper guidance, you’ll be able to:

• Connect with influencers who genuinely align with your brand.
• Create a press kit that makes it easy for journalists to feature your product.
• Execute outreach strategies that feel personal and authentic.

These efforts can make the difference between a good campaign and a great one, helping you reach new audiences and drive more pledges.