Crowdfunding? Make some noise.

Table of Contents

By Cathy-Anne O’Brien The new and interesting sector of equity crowdfunding is heating up in Canada.  Regulatory bodies such as the Ontario Securities Commission (OSC) are making it easier for companies looking to raise money online while giving investors an equity stake in their business.

 

The success of a company’s crowdfunding strategy will largely be based on how effective these companies are at self-promotion. Without the resources to invest in advertising, many will look at other ways to get the word out.

 

Public relations and social media will become the “go-to” as it offers cost-effective tactics that can be self-driven. But without PR experience, where does a start-up begin?

 

Begin with your story. Tell it well, tell it often and make it personal. That story should reside on your website, be captured in blog posts and be offered to local media.

 

Make friends – lots of friends. Talk to potential investors, but also approach influencers in your industry such as bloggers. Where are they and what do they care about? Find relevant groups in LinkedIn and join in the conversation. Monitor the news and post interesting articles on Twitter and Facebook that define your sector. Create a buzz around what you offer.

 

Explain why the world needs you. One way to get people excited about a new offering is demonstrating how it’s going to make a difference. Use data and credible research to back up your conclusions. Leverage customer testimonials that speak to the value and quote experts who talk about the potential growth opportunities in your space.

 

Make a kick-ass video.  And it doesn’t have to be a high quality production. But it should be smart and engaging – humour helps. Almost every single successful crowdfunding campaign offered a super creative video.

 

Treat it like a marathon. Keep up the momentum of your campaign. Stay top-of-mind for the duration your offer is public and when it’s over, don’t take a break. Avoid losing the goodwill and recognition you’ve fought so hard to build – a long term communication strategy will be key.

 

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