by sbriggman » Thu Jun 12, 2014 6:52 pm
Hmm..... so when I'm doing marketing I usually try to establish two things.
1. I am actually sending traffic (numbers via using trackable links like adding "+" to your Kickstarter shortlink to see bitly stats
2. That traffic is converting, and what percentage of traffic is converting. In your case, this could be measured by video completions and pledges.
If you've established both 1 and 2, then it comes down to 1. Improving your conversions so you have to drive less traffic 2. Figuring out the repeatable actions you can take each day to drive traffic & Figuring out the "long shot" non-repeatable actions.
An example of a repeatable action might be a tweet, your own blog post which is shared and drives traffic to site and clicks to kickstarter, engaging in messaging boards, etc.
An example of a non-repeatable action might be being featured on a blog or publication.
I then create a time-line with goals. Realistically, I can take these X actions in this timespan. If it doesn't look like it will be enough for the timespan, you may need to think more creatively about marketing and go for more "long shots." For example, I remember one campaigner who did a buzzfeed post that went semi-viral and received pledges from that.
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