Just to throw in our experience (hardware product, UK market) we've tried facebook a few of times over the last 3 years.
The initial attempt was a massive fail, we wasted about £3K on facebook ads to generate about £300 in sales.
Following season we focussed on TV ads and generating lots of reviews from our existing happy customers. We then gave facebook another attempt at the end of the season and generated as much sales and traffic as all of the tv advertising for about £3k of facebook ads.
The primary difference was knowing who our customer is - which we learned from the TV ad customers, you can probably learn from your Kickstarter backers. For all of the TV generated sales we got reviews and sent out surveys to each customer. From this, we learned 1. What people loved about the product (which we could use is ad copy) and 2. Who they were and why they purchased.
This allowed us to create very targetted facebook ad campaigns and hence the improved ROI. Facebook is excellent at generating very cheap traffic but only when you get the audience dialed in.
The initial attempt was a massive fail, we wasted about £3K on facebook ads to generate about £300 in sales.
Following season we focussed on TV ads and generating lots of reviews from our existing happy customers. We then gave facebook another attempt at the end of the season and generated as much sales and traffic as all of the tv advertising for about £3k of facebook ads.
The primary difference was knowing who our customer is - which we learned from the TV ad customers, you can probably learn from your Kickstarter backers. For all of the TV generated sales we got reviews and sent out surveys to each customer. From this, we learned 1. What people loved about the product (which we could use is ad copy) and 2. Who they were and why they purchased.
This allowed us to create very targetted facebook ad campaigns and hence the improved ROI. Facebook is excellent at generating very cheap traffic but only when you get the audience dialed in.
Also, read anything written by Nick Kolenda (http://www.nickkolenda.com/) amazing stuff.