What is token marketing? Token-sale marketing refers to the activities crypto projects undertake to create awareness about their token sales or crypto token offerings.
Crypto token marketing is a commonly used tool by crypto companies to drive interest in their projects, allow people to engage with their brand, and, eventually, invest in their tokens. The main goal of token marketing is to make sure that investors purchase tokens and trade them wisely after the crowdsale.
If you plan to launch a crypto token marketing campaign any time soon, you must do everything in your power to make it successful. The last thing that you want is for the marketing campaign to go wrong, damaging your reputation and losing money in the process.
Successful token marketing is the key to achieving success with your overall token sale strategy. Here’s everything you need to consider as you plan to promote your utility tokens to the crypto community.
Crypto Token Marketing Basics
Planning a token sale or crowdfunding event requires a different approach to marketing given the unique nature of the blockchain industry. High market volatility, nascent technology, and the bad reputation of ICO are some of the challenges companies have to overcome to ensure token marketing success.
Effective planning and implementation are critical for the success of your crypto token marketing campaign. Your marketing preparation should commence 4–6 months before the date of the token sale, depending upon the number of team members and the current position of the brand on the market.
Plan out every detail, including the marketing strategy, then carefully monitor implementation to ensure you’re measuring the results of your marketing efforts. This will help understand where your time and money are best spent.
The first thing you need to do for successful crypto token marketing is set up tools for tracking and measuring campaign results. These include:
1. Google Analytics
Google Analytics is a free tool for measure whether or not you get results from your token marketing campaigns. It provides all the information you’ll need to analyze your site’s traffic, where it’s coming from, and who is visiting your site.
Using a URL builder, you can create UTMs (Urchin Tracking Modules) which allow you to track links across the internet.
A typical UTM would look like this:
With the UTM, google analytics will let you know that this visitor clicked on a banner ad on Etherscan promoting our IEO marketing services.
3. Social Media for Token Marketing
Social media also allows you to share quick updates and provide additional information to community members. Simply sharing “how-to” articles on your social media pages won’t cut it. You need to create an excellent communication strategy, generate memes, and share content that your audience will enjoy.
While social media presence serves as a way to communicate and build trust with the crypto community, you need to focus on the most relevant social media platforms. The best social networks for crypto token marketing include:
Twitter – Twitter has an incredible ability to capture the cryptocurrency community’s attention, making it a great addition to your token marketing strategy. The main focus on Twitter is to increase organically the number of your followers and level of engagement around the project.
YouTube – Video is a great way to offer content that educates, connects, and informs investors about your token offering. We recommend using YouTube to host any long content that explains your project as it is much easier to digest information in video form than text.
BitcoinTalk – BitcoinTalk is still a highly-trafficked site worthy of posting occasional updates about your token.
Telegram – Telegram is an eternal marketing hook that reliably helps to keep communication with investors and stakeholders.
Reddit – We’ve found Reddit to be a particularly effective strategy for ICO token projects as the crypto community spends a significant amount of time on Reddit.
Quora – With Quora, your strategy should be to find relevant topics on the platform (such as cryptocurrency, blockchain, money transfers, etc.) and answer questions from there.
Instagram – Instagram stories are a great and quick way to showcase new project updates and give your audience a taste of your personality. We recommend keeping your Instagram feed fresh with content regarding recent news and market updates in addition to sprinkling in some project updates.
Proven Crypto Token Marketing Strategies
1. Community building
The most effective part to get more and more audiences to support your token marketing strategy is to validate the crypto community. Having a sprawling white paper loaded onto a fancy website is no longer enough to attract a following of users, much less the attention of serious investors.
Projects must adopt of “community first,” approach under which the project focuses on the opinions of its community members in development matters, rather than their own vision. The feedback of the community becomes a kind of democratic instrument in project traction and popularization as a product tailored for the users, and not for the founders alone.
A thriving community can help spread awareness of your brand. Your community can also serve as an invaluable source of feedback, user-generated content as well as PR and fundraising opportunities.
The interesting thing about influencer marketing is that it offers significantly higher levels of trust than traditional paid media. You can use crypto influencers to promote your token on channels like Twitter, YouTube, and Instagram. It is recommended to work with influencers that charge based on post engagement. That’s because post engagement tends to provide a more accurate view of that influencer’s audience. Plus, you want users to interact with your sponsored post because that drives desired action (like landing page visits, posts shares, and likes, etc.).
At TokenMinds, we have a large network of crypto content creators and influencers who we leverage to promote your crypto token offering.
Cryptocurrency audiences love podcasts and you don’t want to play catch-up on this exciting trend. You can promote your token through your own podcast or use other people’s podcasts. Marketing through your own podcast is the most cost-effective strategy. Plus, hosting your podcast can help position your company as a thought leader in the space.
Because podcasts are relatively low-effort, episodes can be put out frequently. This gives you a lot of shareable content to blast on social media and generate a buzz about your token.
Crypto token marketing through other people’s podcasts, either as a sponsor or as a guest can also give your project the exposure it needs to build momentum. Going on a podcast will give you a great platform to give a more detailed explanation of who you are and what your token is about. Check out Kenn Bosak’s Twitter for crypto podcast opportunities.
4. Banner ads
The purpose of banner ads is to get crypto token offerings in front of as many people as possible at a low cost. Based on our experience, you can expect to pay between $6-$14 CPM (cost per thousand impressions) to get your banner ad on a crypto website – CoinMarketCap sits at the top of that range.
The key to maximizing the time spent on SEO growth is keyword optimization. Use tools like Ahrefs SEMRush, and Google Keyword Planner to identify which keywords that you can rank for.
Our recommendation is to publish 8–12 articles every month. The goal is to establish authority by providing enough resources for investors to be educated and make informed decisions about your project. On average, you can expect the results of your SEO efforts to become fully evident approximately 3-8 months in.
6. PR and media
Sharing the best ideas on channels like Medium, Hackernoon, Startups and Venture Capital, and Bitcointalk is essential for token-sale promotion. We recommend publishing 2–4 articles and press releases weekly on top blogs and forums to keep your product at the top of peoples’ minds.
7. Email marketing
It is important to encourage your customers to sign up for your newsletter as this creates a private, personalized communication channel. Growing an email list is necessary to build a relationship with potential investors in an intimate way. This helps build trust and connection. Since you already know what they like, you can deliver them highly relevant offers to get better results. Email marketing should be a top priority of a crypto token marketing strategy.
We hope that you have found this article helpful, and now see some of the things that you need to do to execute a success security token marketing campaign. Giving yourself the best possible chance for success is important, and that’s what you’re going to be doing if you take our advice. As a leading crypto marketing agency, TokenMinds can create and execute an effective token marketing strategy, providing you with real results and actionable tips to grow your company. Don’t hesitate to contact us.