About doing an Indie Comic
Reach - Mailing List - Crowdfund - Online Store - Ads
I think good baseline is
1) Build a reach
2) Gather a mailing list
3) Crowdfund
4) Online Store
5) Ads for the Store
Easiest way to start gathering emails is through crowdfunding platform. You need a reach to make people aware about this.
1) Build a reach
On the reach interactions are more important than numbers, so more interactive platforms are superior. Each one requires quite a bit work, as regular videos, tweets, posts etc. are required. Positivity is good. Scheduling things to go out, for example with Tweetdeck, helps.
What platform seems easiest is good starting point but do test out others. If you can do Youtube videos, do test out other platforms too, Tiktok for shorts, Twitch for streams. People's lives are hectic, so do try to stay in their minds. There are also always new eyes.
Networking is reach multiplier. You do need a reach to be multiplied, but with that every help you give out and let people to give you, do add up. Share, retweet, comment, promo, support. Do not expect things back, be grateful when good finds its way back to you. Rising tide lifts all boats.
Making updates on your progress is good way to maintain and even grow your reach. During campaign post regular updates on your social media AND the crowdfunding platform you use. Use all the ways you get backers to keep them informed. Seeing book develop is part of the fun.
It is good to have a way that people can support you when you share art and talk about your comic.
Simple things, like Ko-Fi add up to a paid art for a page!
When you have reach on platforms like Youtube, you gain access to super chats
If you add another hobby you like next to your comic, be it manga, miniatures, photography etc. helps you build wider reach. Mix it up but try to develop a rhythm you can do regularly. Interact with youtube chats / comments with a name people can get accustomed to.
2) Gather a mailing list
From the start respect your mailing list and the people who are there. They sign up for a specific thing. Offer them that.
Gathering mailing list is to inform people about the upcoming comic. Helps you have better day one in crowdfunding and offer options. Crowdfunding sites offer an upcoming page where you can start gathering your list. You need a service for sending a mass email, like mailchimp.
Newsletters do the same basic thing. The goal here is to get people aware about your project, remind them and bring eyes to your sales pitch. Added feature about the mailing list email addresses is that it builds an interested customer category for later marketing on FB.
For your own personal mailing list in long term, it is good to have your own personal landing page. Build gathering emails into your page and keep it linked to your chosen social media. Link under youtube video, on you twitter bio etc.
For your comics project the mailing list has a function to get as many people as possible in for the first 48 hours of your crowdfunding campaign. Strong launch makes your campaign much easier to get funded, as success brings more success and people are more ready to back you.
Offering special secret perks is good way to draw people in early, as well as tiers and perks that are there limited time. The reason for this is to get the momentum going. You can also show a preview of your campaign through mailing list, get people more involved and ready.
3) Crowdfund
There are multiple platforms to crowdfund, Indiegogo and Kickstarter are the two biggest ones now.
On Indiegogo backer payment is immediate.
On Kickstarter payment is on campaigns end.
Customers often prefer one over another.
On both platforms you generally get the most interest in the beginning and again in the end. There is slump in the middle. Both platforms have some algorithmic marketing and general foot traffic, but your own reach and mailing list are the main thing. Campaign needs eyes.
Personally I think networking and promoting each other is the best way to grow and add more eyes that can then turn into backers. Campaigning does require time and energy, can feel stressful during the slump in the middle, but when there is will there is always a way.
Good preparation for a campaign is to have some good estimate about the costs. The platforms take around 10%. Shipping depends where customer is and is separate campaign setup. For print cost, test different print run numbers, add extras.
Example: Mixam
When you design a campaign do make it simple and clear. Page number, book size, color/B&W, what tier/perk to get everything offered. Use art at the top. Show not tell. Cover and few sequential is good. People like variant covers, do consider having one.
Example: Kids & Monsters from Indiegogo
The visuals are a bit different between platforms, your customers may prefer one over another. Make it as easy as possible for your supporters to back your book. Do offer some perk/tier with fun extras, if possible, for people with means to back you more
4) Online Store
After the campaign serve your backers first. When you have made your backers feel appreciated, you have succeeded. Afterward do have a plan for aftermarket. Easiest way is through online store. (Shopify, Etsy, Amazon) Crowdfunding is to make product, aftersales for profit
When you fulfill your campaign, you most likely print more than you have sold, there are damages, lost packages etc. so extras are needed. Give some thought what you do to these. Simplest is ebay. You can also plan to have them sold online through specific landing page.
Accessibility is key here. Through your own page on for example Shopify, you can sell your books in bundles, offering content fast and at the time gather more emails for your future projects. Extending your products life will add more sales and higher profits.
You can start by checking out Etsy. It is free to start building. You are not tied to one platform. Use your reach (and possibly ads) to give a link to group of people. Have ready product to offer them and make it as simple as possible to buy it.
Example Etsy: MiskatonicHigh
5) Ads for the Store
Marketing requires some learning, youtube is full of videos about those, so do dive in there. When you have a landing page and finished product you can sale immediately, ads on big social media can work for you. Start small, with small investment and learn by trying it out.
What I have heard is that having a product, running ads on FB, do add sales. During crowdfunding less so. This with your own promo Making it easy is the key. So use the FB tools to build an audience to market to, create simple ad and have a book to sell after they click the link
For the marketing you need a base product that is Interesting, a page that is easy to navigate, price that is not too cheap to diminish perceived value and also not too pricey for most. Try to offer few options and add more as you grow.
Example Shopify Store : GiftedRebels
Cheers
-Tomi Sarkkinen