Create your campaign promotion strategy

A laid-back approach to marketing and promotion may work in some rare cases, but having a plan helps you stay on track and ensures that you’re spending your time and money in the right places. But don’t worry — creating a promotion plan isn’t hard, especially if you’ve already created your ideal backer profile. 

Get started by listing out all of the different ways you’d like to promote your project. Which publications or blogs will you reach out to? Who from your existing network can help spread the word? Which social media channels will you use? Use what you discovered about your audience while creating your ideal backer profile to determine where to focus your efforts. 

Next, figure out which tools or services you’ll need to promote your game. You should already be set up for email and social media marketing at this point, so think about tools that will optimize your efforts in those channels. Design apps like Canva can help with developing creative assets, while scheduling apps like Buffer and Hootsuite will help automate social posts. If you’d like to do paid advertising on Facebook, start researching services or agencies that can work with you. 

After you’ve done that, create your timeline. When will you start reaching out to people who can help you promote your game? What will your pre-launch social media posting schedule be? When will you send out emails? Plot out everything you’ll do in a calendar.

Finally, determine how you’ll measure success. Your overarching goal is to get backers and fund your game. But think about the metrics that will indicate that you’re on track to reaching that goal. Marketing performance indicators may include email list growth rate or landing page traffic. Identifying success indicators allows you to analyze what’s working and what isn’t.