It’s important to remember that “the crowd” is very diverse and potentially huge. It’s not just your audience, or everyone on Seedrs – think about ideal potential investors who don’t know about either of us yet, but who could love the opportunity to be a part of your business. 

Think about who you want to invest in your business during your Seedrs campaign in advance so that you can prepare the right messages, connect with them in the most appropriate channels and all at the right time.

Anchors

Who
Angel investors, venture capital funds, institutional investors, friends and family.

Why
These investors understand private investment, and likely your space, and invest larger amounts that can kickstart momentum in your campaign and validate the opportunity.

Plan
List investors in your space who could be a good fit for your business.

How
Research how you can get in front of these. Investors. Can you get an intro? Are they attending an event you can attend? Organise face to face meetings and attend pitching events during your campaign.

What
Make a good business case and have a clear plan for reaching your milestones for this audience. 

When
Start now, if you’ve not done so already. The lead time for these investors can be months to close.

Direct audience

Who
Friends, family, business partners, old colleagues, business network, customers.

Why
These people tend to know you and like what you’re doing. They believe in the product or team.

Plan
Create lists of each of these audiences who you can reach out to. Then craft messages appropriate for each of them. 

How
Email, call and invite them face to face to learn more about your campaign. Messages and tone of voice should be tailored to your relationship with them. 

What
Remind them why they like you. Are they related to you/your team/partner? Are they loyal customers? Did you used to talk about the business when you studied together? Make it clear why them, why you, why now?

When
Start this as soon as you can, as they may be able to help you spread the word or create your campaign.

Indirect audience

Who
Premium customers/users, social following, friends of friends, followers of your community, industry influencers. Also your ideal customer base.

Why
These people aren’t as close to you as your direct audience but they are loosely connected to you and may like the idea of taking part. Also influential for reaching larger base of potential investors. 

Plan
Create lists of each of these audiences who you can reach out to. Then craft messages appropriate for each of them. 

How
Social media, email, PR, great content, industry influencers, events.

What
Remind them of problems that they may face or be aware of and tell them about your solution (and how they can be a part of said solution). Also ask for a lot of sharing and RTs.

When
This audience tends to be more active when a campaign is public, but you may want to engage influencers and PR a week before you go public.


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