Step 2: Define Your Crowdfunding Audience



people on stairs cropListen to learn how to define your audience, what makes a crowdfunding audience different from your traditional market, and get the initial steps to finding them online.

Answer these questions about your audience using compassion as a guide:

  1. What is THEIR big dream?
  2. What are the obstacles to achieving it in THEIR minds?
  3. What are the emotions attached to those obstacles?
  4. What is THEIR perception of what would happen if they fail and what are the associated emotions?
  5. What do they see as a success?
  6. What do you need to do or provide to support that success?
  7. How can you build their trust with honesty and integrity?
  8. Can you imagine a day in THEIR shoes from waking up in the morning to going to bed, and even what they dream about while sleeping?
  9. What are the first things they do upon awakening?
  10. Do they eat breakfast?
  11. Do they bathe?
  12. What foods and products do they use….
  • There’s no such thing as getting too granular. Write the answers down in a journal as if you are the person you’re writing about.
  • Do a Google search for keywords using their keyword tool. Picking the highest volume keyword is not always best because competition for that keyword is much higher. There is an art to keyword research that drills down to find your most productive keywords, but for now, this will get you started. Find a keyword phrase that utilizes several word that get more specific. For example, instead of using “teapot,” use “buy stove top safe glass teapot.” After doing the above exercise, use the keyword phrase you believe would be used by your profile to search for your topic and find other websites and social media involved with your topic.

  • Visit social media sites and look for pages, companies, groups discussing your topic. Join in the discussion.
  • Determine where you audience “hangs.” Do searches for your keyword in Facebook, Google+, Twitter, LinkedIn, Pinterest, YouTube, Tumblr, Instagram, etc., and look at the number of results. Determine which ones are most frequented by your ideal profile/avatar.
  • Look for blogs on your topic by putting the word “blog” after your product or service keyword. For example, “glass teapot blog.”
  • Go to this link and do a Google News search to find links to written articles. Follow the instructions on the page to get the emails for bloggers and writers for your topic.
  • Start leaving comments on the blogs AFTER having read the post and use your authentic voice.
  • Try contacting the blog owner with an actual blog entry you could offer as a guest on their blog. Pitch a creative subject that would interest THEIR audience. This often takes more try than one (repeated and consistent) each time with an interesting angle of interest to their audience. Offer allowing them to be a guest on your blog.
  • When you’ve found your audience, start interacting regularly and being of service to them first before you ever mention anything about your campaign.

Download our Crowdfunding Keywords and Social Media spreadsheet to help you keep track of your research.

Click here to continue to Step 3 of Learn Crowdfunding Basics.