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5 lessons learned from crypto marketing


When it comes to crypto marketing, the harder you work, the luckier you have. While it may seem like everyone with a crypto or DeFi product gets rich quick because they have a built-in audience that is ready, willing, and able to purchase their products, that’s anything but the case.

Several years of working with various crypto and DeFi companies in my consulting firm Hawke Media, we got to see what works and what doesn’t. Here I’m sharing some lessons learned from crypto marketing – the big ideas that have helped clients capture the attention of the crypto public while tapping into untapped white space.

1. You can’t really trust ads

Although Google allows advertisers of crypto products:but with restrictions– Just buying ads on the biggest ad exchange and waiting for clicks and conversions shouldn’t be the only marketing strategy for any crypto entrepreneur.

Instead, entrepreneurs should embrace the ‘try before you buy’ strategy popularized by Facebook and soon to be followed by other social networks: post organic and original content, see how it works and, if it has modest success. , strengthen it with a small ad spend. You can experiment by posting content on your own social channels or posting to other social channels, such as groups, to observe engagement. Even a low level of response to content can indicate potential for content reinforcement.

However, if you’re a fan of buying digital ads because it worked in the past with other products you’ve promoted, you’re in luck: crypto-specific ad networks have sprung up to help. crypto start-ups to buy advertising to their The core content. Parts trafficking is one, and it has over 400 crypto publishers.

2. Publish or perish

The old saying about how academics should manage their careers—“publish or perish”– is also very applicable to crypto marketing. The more you post, the stronger your overall marketing efforts – and the opportunities they bring – will be.

It’s not just about blogging for your business website. Several additional activities are needed to ensure that your content marketing efforts are amplified and reach the right audience of potential customers for your crypto or DeFi startup:

  • Syndicate your articles on other platforms, like Medium and LinkedIn Publisher.
  • Join online discussions in the wider community, such as social media groups, and start conversations.
  • Reach out to different publishers and influencers, such as coin review sites and crypto broadcasters.
  • Introduce yourself as a guest on podcasts, Clubhouse, Instagram Live, and other live and recorded media.

3. Assemble Your Crew, Part I: Influencers

Crypto or DeFi projects need grassroots movements to help them gain traction in order to witness real-world adoption. Indeed, you will need influencers to help you do the heavy lifting of the marketing and spread positive word of mouth for you and your product or service.

These influencers will have to be paid in one way or another. (Your former college roommate tweeting about your business can endorse your product for free, but a complete stranger probably won’t.) Incentives are needed to build an influencer community.

Classic affiliate and referral programs that encourage people to market a product in exchange for additional tokens or other rewards are still widely used. However, some crypto and DeFi projects do not rely on potential buyers or investors, but rather on the technical or engineering community. To market their product, crypto marketers will run bug bounty programs to spot security issues, encouraging developers to step up their products.

This is not a bad approach, as these technicians could very well become influencers of your product at some point.

4. Assemble Your Crew, Part II: Customer Service

For additional marketing assistance, consult with your in-house customer service team. Indeed, customer service – its Web version 3.0 – can be a strategic asset for marketing.

What I’m referring to are these chatbots floating around in the lower right corner of websites. Usually an icon in the form of a speech bubble, this integration allows website visitors to interact with a business in real time, whether or not a human attendant is available.

Even when a live person is not available, the customer service chatbot can be programmed to deliver content, such as links to articles, or can invite the website visitor to ask a question that someone has. one will reply later.

Of course, for this to work, the visitor often has to leave an email address. This is genius, because now, as a crypto marketer, you have not only discovered a way to interact with a potential customer, but now you have their email address or some other way to contact them, you So you can add it to your CRM and participate in marketing automation rounds or demand generation campaigns.

5. Always deliver value

It’s easy to jump on the crypto or DeFi bandwagon these days. Join a Meetup group, find enthusiasts with capital, hire developers and boom! You are in business.

The biggest hurdle, however, is value. Is your product really something the world – even if it is the niche world of crypto and DeFi – really needs? Perhaps the best marketing observed is the product itself: if it solves a problem, or at the very least solves a problem that has already been solved by other products but in a unique, compelling, or more user-friendly way. , your product will win.

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