Cointraffic
Published in

Cointraffic

Getting Social: The No-Fluff Guide To Promoting Your Crypto Brand On Social Media

Social media is a scary beast, but it doesn’t have to be with Cointraffic’s simple cryptocurrency social media marketing tips.

The No-Fluff Guide To Promoting Your Crypto Brand On Social Media

Social media is one of those beasts that looks easy on the surface but in reality? It’s a fiddly platform with a million ways to manage it.

And it’s important to get right, because in today’s world of marketing; it’s not a nice-to-have option in your marketing suite. If you want to engage with customers exactly where they hang out both professionally and personally, you absolutely must be on social media.

Whether you’re starting with a new crypto venture, or wanting to tighten the current social media ship in your role right now, here is Cointraffic’s no-fluff guide to social media marketing in the world of cryptocurrency. We’ll cover everything from basics, to amplification, to content — and all the way through to privacy, so that you can check them off one-by-one and ensure you’re using social media to its fullest capabilities.

THE BASICS.

The 12 things you need to have in place.

Who is your cryptocurrency audience for social media marketing? via Oath.

#1. Be laser-focused, and clear on your audience and their demographic. This is not only useful to ensure your business is not amplifying its message into a void of bots or people who don’t care at all about cryptocurrency, but it is a literal requirement for running ads (you will need to segment line-by-line who that audience is). We recommend creating a document that covers their primary ID characteristics (gender, age, income, educational level), but also their motivators and interests. Consider where they’d be found online, what kind of media they’d read, where they spend their money and invest, and of course, what irritates and bores them. Crypto audiences are new, so you can’t depend on the stock-standard audience personas of other types of investors. They need to be personal, and bespoke.

#2. Look, and link up all your numbers and metrics. These are the undeniable pieces of proof that your social media strategy is either working, or it isn’t. You want to be looking for reach, engagement, volume, and exposure as your main KPIs from which to measure your content and ad effectiveness, and this can usually be monitored from insights inside the platform itself. In particular, Twitter’s reporting capabilities are very advanced through Twitter Analytics. For better insight into traffic generated from social media, you’ll want to have your sites set up in your Google Analytics console, and check in on the results often.

#3. Ask your audience for their opinion! Assuming you know their virtual, social hangouts means you’ll likely end up with a list of your own favorites — something that is not representative of where your audience spends time. So, if you have the intel or a database available to you, run a poll via email to ask where your customers spend their time in social media. Have the results set up in easy-to-understand columns in case you need to present your findings and make a company change, but the purpose of this is to fine-tune and select only the platforms that work. You don’t need to be on everything, perhaps only one or two platforms will suffice. But choose them and do them well! Maybe you’ll even pick up a new platform you hadn’t previously considered.

#4. Setup every page perfectly. This includes using the right links, nailing and articulating clearly your USP, and, like Simon Sinek says in Start With Why, be clear on your mission: “customers don’t buy what you do… they buy why you do it.” If you have multiple company links you want to share (the main website URL, your latest blog, a downloadable freebie, a new campaign), use Linktree to include them all in your biography. On Facebook, every information and contact page on your company profile should be appropriately utilised — including ‘Get In Contact’ buttons, messenger bot pop-ups, the Our Story section, your Services tabs, and your reviews section. Take the time to populate these fields with the right information and you’ll reap the rewards.

AMPLIFYING YOUR MESSAGE.

The shouting from the rooftops.

As the loudspeaker for the crypto community, Cointraffic knows a thing or two about amplifying messages.

#5. Newsjack whenever you can. One of the most effective ways to amplify your profile and message, beyond creating your own bespoke content, is through newsjacking opportunities. Keep a keen eye, every day, on trending topics, hashtags, and mentions that are relevant to cryptocurrency and blockchain, where your input would be valuable and insightful. When you find those trending topics, add that input with the relevant hashtags (or comment on threads referencing it) and stay involved in the conversation. It’s a great way to attract new followers in your target circle, show your authority and knowledge, as well as boost your social profile rankings within Google.

#6. Work with influencers or, even better yet, micro-influencers. Leveraging the audience that other cryptocurrency lovers have cultivated is not just good from an exposure point-of-view, but if you pick your influencer right, there is an inherent level of trust that comes with any products or services they endorse. We’ve talked about this previously; that most crypto consumers need at least 14 touch-points on average before they trust a brand… but working with the right influencer bypasses a vast majority of that work. It can essentially do the hard slog for you. But pick the wrong one, of course, and your brand reputation can suffer serious harm, so do the due diligence required and be selective. Ask for facts and figures on reach and engagement, audience profiles and ask specific questions about what their following feel about paid sponsorships.

CONTENT.

The information that gets your audience up and acting on.

Social media marketing in cryptocurrency starts with exceptional, diverse and disciplined content efforts.

#7. Don’t pull your hair out thinking that all content must be bespoke. In fact, it’s quite the contrary — sharing your businesses opinions and personal point-of-view can be boring for an audience and limits the opportunity for content diversity. Mix bespoke content pieces with articles you’ve enjoyed, infographics that sum up complex cryptocurrency and blockchain terms easily, white-papers that serve your audiences’ goals, videos that make them think (or laugh, if that’s on-brand for you) and the good work other companies are doing in the space, to encourage community over competition and show that you’re a team player.

#8. Maximise user-generated content. One of the hardest parts of social media is easily engagement. With so many bots and changing algorithms, it’s never been harder to get your content in front of your actual customers… and even when it’s there, getting them to engage is another challenge entirely. So, when your audience engage with you to the point of creating content on your behalf (“user-generated content”), celebrate — and then do whatever you did to get it happening the first time over again and again. Some of the best ways to encourage UGC? Sharing, promotions, polls and collaborations.

#9. Use tools to help schedule things, even when you’re not around. The biggest problem for a time-strapped cryptocurrency entrepreneur? Making time for social media. So, by using a suite of social media content-sweeping, curation, promotion-managing, and scheduling tools, like (disclaimer: none sponsored) Hootsuite, Buffer, Planoly, PostPlanner, WooBox, and Bitly, you can have your customer cake and eat it, too. Some are paid tools but mostly, the time and sanity they save you in the long-run are enormous.

#10. Use Canva to automate image sizes to platform-specific dimensions. If you have an in-house designer, you can scrap this tip because likely, they’re using Adobe and know those specs like the back of their hand. But for anyone who isn’t, digital design tool, Canva, offers pre-sized social media templates from which to work with, and you can use them again and again. This means no faffing around with resizing and having to recreate the same image to fit multiple dimensions manually.

#11. Be equally creative and disciplined with stories, lives and messaging. Utilise new ways of communication sharing with stories and lives beyond simple static posting, and if you don’t get it right straight away, don’t worry. They don’t stick around forever. They can be to double up on promoting your posts, give a peek behind the curtain of your company culture, show on-the-ground insight into events you’re attending (as they happen), and tap into your senior team’s expertise with plenty of to-camera pieces. As with anything surrounding your brand, apply discipline to your message. Even though stories and lives are more random, you should still follow a brand word bank (words you do and do not say), understand your tone, and stay away from things like emojis, shortened words and casual updates if that isn’t on-brand for you. You want to play the space, not get too playful.

PRIVACY.

Protecting yourself and your customers from intellectual property offenders and hackers.

Privacy is not something you want to get wrong in the blockchain.

#12. Apply caution. Your privacy — and that of your customers — is important, particularly if you’re operating in a financial or trading capacity with real bitcoin, ethereum or cryptocurrency at stake. Stay vigilant with who you use to manage your profiles, and use a password sharing service to keep them secret. Ensure you own all of your copyright, and that of any content your social media manager sources or creates by using a subscription service if need be.

And there you have it! If you follow all of these tips, you’ll be well on your way to mastering social media marketing for your crypto brand online. Stay tuned, or subscribe to our mailing list, to be the first to know about other crypto marketing articles we put together. Now go out there and get social!

ABOUT COINTRAFFIC

Cointraffic is the leading bitcoin and crypto-advertising platform globally. Trusted by more than 400 crypto-related websites, you have untapped access to some of the biggest publishers in the industry, as well as their audiences — be it customers, buyers, traders or investors — through advertising solutions that create unparalleled brand awareness for you.

Just like the crypto industry, we’re growing all the time — expanding into new geo-locations, languages, advertising block offerings and marketing services (RTB, PR, remarketing and CRO) every day. There’s never been a better time to join us as we help businesses share their brand message like never before.

🔊Cointraffic: The loudspeaker for the crypto community.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Cointraffic

The leading Crypto advertising network offering the most innovative advertising and monetization solutions for Advertisers and Publishers worldwide since 2014.