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Thousands of blockchain startups are competing for attention. Good marketing can help separate your blockchain startup from the pack.
Unfortunately, the blockchain world is so new that few people have really figured out how to do blockchain marketing.
What’s the secret to blockchain marketing? What proven strategies are today’s blockchain startups using to distinguish themselves from the competition? How can your blockchain startup get ahead?
Have you ever wondered why blockchain startups frequently rely on Telegram for communication? It’s no secret: Telegram is one of the most privacy-focused discussion tools available today. Blockchain startups particularly enjoy using the discussion channels, which allows you to post a public link and allow followers to track your progress.
You don’t have to be a big startup with a full-fledged social media department to use Telegram successfully; sure, it helps to have admins in place. However, smaller startups with fewer resources can still create an announcement channel where only the startup can post, allowing your followers to stay up to date on your project’s latest major developments.
Advertise on the Right Platforms
The biggest social media networks have clamped down on crypto and blockchain-related advertising. Google, Facebook, and Twitter all have strict controls on which blockchain companies can advertise on their networks.
Fortunately, other networks have more crypto-friendly attitudes – and more crypto-savvy users. Bitcoin Talk, Quora, Slack, and Telegram deliver some of the best ROI for blockchain startups looking for better spots to advertise.
Run a Local Blockchain Event
Blockchain is a growing field. There are already plenty of blockchain meetups in New York City, San Francisco, Hong Kong, and Singapore. But what about smaller towns? What about countries or cities that aren’t considered major tech hubs? There are millions of crypto users worldwide. From large cities to small towns, people will come to crypto events all over the world.
One of the best ways to network is to start your own blockchain event. Post an event on Meetup. You might be surprised by the number of people interested in blockchain in your community.
Alternatively, join an existing event. Often, smaller blockchain events on Meetup are just a collection of a few people – especially if you’re outside of big tech centers.
Find a Crypto Event and Book a Stall
As the blockchain industry grows, so too does the number of crypto events. The industry’s biggest events might be too expensive for smaller startups, but smaller blockchain events can be very affordable.
Check a crypto events calendar and book a stall. Create some swag and tell everyone who is interested about your company. If trying to get your name out there while building some good connections, then booking a stall at a blockchain event is a great place to start.
Build a Better Website
You might be able to fool a non-tech audience with a free WordPress theme, but the blockchain community is one of the most technologically-literate communities on the planet. Consider investing in professional web design. Find a developer on Upwork.
You don’t need a site that revolutionizes the world – you just need a site that looks good and conveys the key features of your blockchain startup.
Give Out Free Gifts Crypto Users Will Actually Use
If you attend a crypto event or book a stall, you’ll want to give away something crypto users will remember. Sure, you could give out business cards, calendars, magnets, and other things every other company gives away.
Decrypt Media’s Tim Copeland recently suggested giving away something like a crypto hardware wallet – something that crypto users will almost certainly use.
Or, get crypto or blockchain terms branded on mugs, clothing, and more. People may not want to wear your company’s logo on a t-shirt in public, but they may want to wear a shirt that says ‘hodl’ – even if it has a small logo for your company somewhere on the design.
Wear your Own Swag
Whether attending a crypto event or visiting a coffee shop, it’s crucial to wear your own swag as much as possible. People take and share lots of photos at crypto events. When your picture gets taken, you want your brand to be front and center. People will notice it and start asking questions. Before long, you’ll be viewed as an influential leader in the blockchain and crypto space.
Explore Partnership Opportunities
In the traditional business world, competitors rarely partner with one another over anything. In the crypto world, however, companies often have a more open source attitude towards development. You might see two companies in the same niche collaborating on a technology together, for example.
IBM partnered with Stellar. Litecoin partnered with TokenPay. Binance partnered with the Malta Stock Exchange.
Partnering with another blockchain startup doesn’t have to be a zero sum game. In order for you to win, the other company doesn’t have to lose. You can both succeed together. It sounds altruistic – but this collaborative spirit has been pushing the crypto industry forward for years.
Make Headlines with a Fundraiser
Once you have a promising technological foundation in place, consider launching a fundraiser to get your company to the next level. An ICO for a promising new startup can quickly make headlines across the internet.
If you want to avoid regulatory hurdles, then consider giving away tokens for free via an airdrop. Or, more established companies may want to complete a registered security token sale with accredited investors.
Use LinkedIn More
As pointed out by Tim Copeland in his article on DecryptMedia, LinkedIn is often overlooked by blockchain and crypto companies. These companies may focus on Twitter, Facebook, and Telegram, but LinkedIn and its 65 million users deliver excellent engagement for blockchain and crypto companies.
Consider this: nearly 50% of LinkedIn members have some level of decision-making authority for their companies. When you post on LinkedIn, join groups on LinkedIn, or interact with other professionals on LinkedIn, you’re interacting with people who can make a real impact on your business.
LinkedIn is also rapidly building a reputation as an authoritative space for high-quality content. While Facebook and Twitter continue to be spammed with images, memes, and low-quality content, LinkedIn emphasizes information-rich articles written by real experts in their field.
Answer Questions on Quora and Similar Platforms
Question and answer hub Quora is a great place to establish your authority in the blockchain industry. Blockchain technology can be complex. If you can reliably answer questions about various niches of blockchain technology, then you can quickly grow your company’s rand.
It’s also important to note that Quora’s answers are upvoted, so companies that use it as a shameless marketing tool will be quickly downvoted. If you are able to genuinely answer questions while quietly promoting your company or personal brand, however, then you should be able to rise to the top of Quora’s blockchain questions.
Use Traditional SEO and Content Marketing Strategies
Blockchain is an advanced industry. But sometimes, the best digital marketing strategies are the strategies we’ve used for over a decade. Good SEO and smart content marketing can take your blockchain company to the next level.
Implement good SEO practices on your blockchain website. Target specific keywords, then create content catered to those keywords. Attract visitors with authoritative content that answers questions, concerns, or fears of readers.
Avoid having duplicate content on your pages. Update your content frequently to keep it fresh. Do an audit to determine which keywords you’re currently ranking for.
Make content that goes viral. Create a silly video that makes blockchain and crypto users laugh. Interview people on the streets about blockchain technology.
Walk around a crypto conference and ask crypto users their thoughts about cryptocurrencies that don’t exist to see who’s bluffing – like Jimmy Kimmel’s Lie Witness News.
Take Advantage of Influencer Marketing
We’re in the middle of the age of the influencer. There are thousands of crypto and blockchain influencers on Twitter, Facebook, and Telegram. Pay someone to share your video or product other marketing content. This is standard practice both within the blockchain space and outside of it.
Forbes recommends partnering with influencers as a way to lend credibility to any blockchain company and generate buzz.
“This influencer doesn't have to be a big-name celebrity, just someone with clout in the blockchain or cryptocurrency world who can lend credibility to your company and generate buzz. Create content together, such as videos, and have the influencer share it on their social channels.”
Write Guest Posts
This is another classic content marketing strategy that can be successful for blockchain and crypto startups. Writing guest posts for authoritative sites in the space can catapult your blockchain company in front of thousands of interested eyes.
Want to make your company a thought leader in the blockchain space? Intelligent guest posts can help you do that. Write a guest post and reach out to various crypto media outlets to see if anyone wants to publish it.
Make Absurd Price Predictions
Want a guaranteed way to make headlines across the crypto media landscape? Make an absurd price prediction.
Tweet that you believe Dogecoin is going to be worth $1 by January 2020. Write a post highlighting the reasons why bitcoin will drop below $1,000 by Halloween 2019.
The crypto community loves sharing crazy price predictions. The more absurd, the better. For better or worse, your price predictions will make headlines for your company and your brand.
Reward Loyal Users with Bounty Campaigns
Bounty campaigns aren’t unique to blockchain companies, but they have become particularly popular within the space.
Smart blockchain companies use bounty campaigns to reward users. A bounty campaign can increase your support and help you build a bigger following. It can get people interested in your startup. Sure, some people will only be attracted to your bounty campaign for the token rewards, but anyone who holds tokens will also automatically become a stakeholder in your project.
Be Transparent with Company Information
The crypto and blockchain space is all about privacy. If you’re focused on building a legitimate business, however, then you may want to be more transparent with company information.
Publish ‘Our Team’ information online and let the world know who’s working on your project.
Companies that fail to list ‘Our Team’ information are often labeled as scams. It’s often difficult to separate honest blockchain companies from crypto-based schemes. Having transparent location and team information, however, makes your company seem much more legitimate.
Simplify your Language
Inc.com’s Arianna O’Dell recommends one crucial tip for blockchain companies: simplify your language to attract a wider audience of followers.
Not everyone is a blockchain expert. Some people don’t know the difference between a blockchain and an Excel spreadsheet. If you start using industry jargon, unfamiliar acronyms, and similar terms, then you’re telling 75% of your audience that they don’t matter.
If you’re catering your marketing to those with expert knowledge of blockchain, then great! Use all the jargon you want. For many people, however, you’ll want to simplify your language to attract as many people as possible.
Create Polls, Surveys, or Statistics for the Blockchain and Crypto Space
People love sharing stats like, “85% of people believe bitcoin will be worth over $10,000 by 2020” or “87% of German internet users have heard about ETH”. Create a survey or poll, then publish the results.
Creating crypto or blockchain-related statistics is a great way to attract backlinks to your site and your company. People love sharing stats – especially in a growing industry like the blockchain and crypto space.
Emphasize Key Benefits in your Sales Pitch
Blockchain companies love using terms like
“Blockchain is going to revolutionize the world” or “This ground-breaking technology will disrupt the industry”.
This might be true – but you’re really not saying anything. Instead of throwing around flowery terms, emphasize specific benefits in your sales pitch.
How is your product or service going to make lives easier for customers?
What problem does your product or service solve? How will customers use your product or service every day?
By providing these benefits, you demonstrate that your blockchain company has real value. That means more customers paying attention to your product today and in the future.
By following the blockchain marketing tips listed above, you can separate your blockchain or crypto company from the competition and solidify your position as a leader in the space.