Indiegogo Marketing Founded in 2008 by Danae Ringelmann, Slava Rubin, and Eric Schell, Indiegogo is a crowdfunding site headquartered in San Francisco, California. The company is recognized as one of the most popular crowdfunding sites in the world, making it possible for thousands of people to publicize their brilliant ideas and creative projects. What is this Indiegogo Marketplace? Basically, it is an E-commerce market in which the company will sell products that have been achieved through its crowdfunding platform. According to what was said by the former CEO (he stepped down in May 2019) of the company, Dave Mandelbrot, some products that did not originate in the platform could also be sold, although in these cases they will be very vetoed. Customers will also not find much standard fare in this Marketplace, however, they will find, for example, the latest technology for electronic bicycles that are trying to make public transport much more efficient or even a suitcase that has the ability to follow you through the airport. In other words, in the Indiegogo Marketplace, you will not find the conventional and everyday things that you find on Amazon. It is important to note that the company started selling its shares since November 2016 and with the existing benefit and this new incorporation to electronic commerce, it is a little away from the crowdfunding model traditionally used by Kickstarter. Innovations technologies for the consumer The Indiegogo Marketplace allows buyers to access innovative and new technology products, including, for example, VPN routers, smart night lights and even mini lenses for your Smartphone that will allow you to capture impressive photos in macro size. It is also important to note that users will see a curated home page based on their own interests. In addition to this, it will also compile gift guides for those who love Gadgets. Tips for Successful Indiegogo Marketing What conclusions would you draw if you could analyze 100,000 crowdfunding campaigns? Indiegogo has given us the answer this, publishing the 7 conclusions of an in-depth analysis of 100,000 of its campaigns. So let’s get right to examining these 7 conclusions closely. 1. 30-day campaigns work better Campaigns lasting close to 30 days work best at the level of collection. In the Indiegogo report, they indicate that 30.5% of the successful campaigns analyzed lasted between 30 and 39 days. This optimal duration is due to a community responding better to the claim of the campaign as long as the start and end moments, with greater collection and impact at the communicative level, are closest to each other. 2. Keep your campaign page updated Here the golden rule that must be mentioned is that of constancy. To communicate constantly during a crowdfunding campaign is essential for success. It is important to communicate constantly through campaign updates but also in communication through other channels such as social networks, publications on the project’s blog or even emails sent to potential patrons of the campaign. In the Indiegogo report, they emphasize that the successful campaigns release, on average, 4 updates during their campaigns. You can not imagine how many times I review campaigns that are not going well and I see that they have zero updates. How can your patrons trust your campaign if you do not take care of this fundamental aspect? 3. Start strong, finish strong The Indiegogo report refers to the fact that 42% of the funds in the 100,000 campaigns analyzed were collected between the first 3 and the last 3 days of the campaign. It is clear that the weeks of greatest collection activity in a campaign are the first and the last. Therefore, the conclusion of both Indiegogo and this golden rule is that they should take advantage of the first and last week and it is also advisable to plan actions to promote the collection in the intermediate weeks. 4. Add new rewards after the premiere The Indiegogo report indicates that successful campaigns can add up to 12 stretches of new rewards after their start. They justify it with the fact that successful creators listen to their audience and complete their campaign with new considerations for their patrons. The rewards are a key point in any crowdfunding campaign, in this case, I do not consider that the fact of adding new rewards to a campaign is a critical success factor but it is true that from the beginning they must be GTA (generous, tangible and abundant), in addition to limited, exclusive and valuable for patrons. 5. Work with a team The Indiegogo report also indicates the importance of working with a team of people. The report indicates that campaigns with a team of people raise up to 3 times more than those that do not. The rule of the team, for its part, makes clear the importance of distributing the tasks of production (visual and audiovisual content), management (campaign metrics and decision making) and communication (through all possible means) between different people who are part of a team. 6. Include a video pitch to your campaign The campaign video is a key element to increase the collection of a crowdfunding campaign. A good campaign video can reach a 120% increase in the collection of a campaign, that is to multiply it by 2.2. In the case of the Indiegogo report, the campaigns analyzed show an even more spectacular figure, video campaigns raised up to 4 times more than those that did not. It is important to keep in mind that we are talking about a video pitch, that is, the presentation of the project by a person or people who are carrying it out. 7. Maximize your global reach The conclusion of the Indiegogo report is, in my view, the most criticizable. In this last tip of the campaigns analyzed by the report, it is indicated that the 5 countries that have contributed the most to the success of the 100,000 campaigns analyzed are the United States, Canada, Great Britain, Australia, and Germany. Well, I do not say that Indiegogo is not a global platform, which it is, but I affirm that the fact that it is will not lead to any campaign to have an international reach without a global communication strategy. Communication and the success of a campaign start with the communication strategy of the team that created it, as indicated by one of the 4 C’s of crowdfunding, precisely communication.