Essential Elements to a Marketing Campaign for Token Crowdsales
Start with the basics — no one is going to support your project if they don’t know about it
It’s the dirty little secret of the blockchain world — marketing is crucial to the success of any token crowdsale. Yes, that’s right. It’s not enough to just have a great product and an experienced team. Simply put, no one is going to support your project if they don’t know about it.
That’s why it’s essential to think about how you will market your product and token crowdsale early on. Consider the following four elements to build a successful marketing campaign.
1. Define Your Objectives
Your marketing objectives should support the overall company objective. Start with the basics — what is the purpose of your company, and how can your brand help achieve your mission?
For instance, say your company mission is to simplify a specific problem using blockchain. Your marketing goals, then, may be to educate and inspire customers. Educate them about the existing issue, about blockchain, and about ways to improve; as well as inspiring them to make a change and enhance their life or business.
Creating clear campaign objectives can help you define a clear path to reach these goals. Use the S.M.A.R.T principle to guide you — your goals should be specific, measurable, achievable, relevant, and time-bound.
For example, it’s not enough to say you want lots of website visitors or more people to sign up for your newsletter pre-launch. Define how much traffic or website downloads you expect to generate in a specific time frame, or how many people you want to sign up to your newsletter before you launch.
Always consider: Does this campaign serve my underlying goals? How can I measure results? And in what time frame can I realistically achieve my objectives?
2. Build a Consistent Brand Identity
Consider some of the world’s most successful brands — Apple, Google, Airbnb, Tesla, Starbucks. All of these companies have a clearly defined aesthetic and personality that makes it easy for potential customers to identify and relate to them. To build familiarity and brand affiliation, the brand messaging and design must be consistent across different formats. A user’s experience should feel like the same brand experience when visiting your website, app, on social media, in-store and anywhere else online.
Your business shouldn’t be any different. Your company should have, at minimum, a logo, a brand message, and a consistent voice across all copy that you create. It’s a good idea to create templates and guidelines to assist your team with the consistent use of your brand or a specific brand element (such as the logo).
When you have a clear brand identity, it’s easier to plan campaigns for your website and social media channels. Your website will be the online hub for all information about your project and token sale, and it’s highly likely that it will be central to initial marketing campaigns. In fact, one of your first campaigns could be to create and promote a new professional website. It’s essential that your website is clean, visually appealing, and simple to use.
Likewise, establish official social media channels early on and make sure these channels adhere to your brand identity. Social media is an avenue to building a community of potential supporters, so its importance shouldn’t be downplayed. It’s a good idea to be active on a variety of channels, including Telegram, Reddit, LinkedIn, Twitter, Quora, BitcoinTalk and any other forum where you can engage with an active community of cryptocurrency enthusiasts.
3. Define and Promote Your Value Proposition
What sets your business apart? And when it comes to your token crowdsale, why should a potential contributor be interested in your project over another?
Defining these messages is crucial to the success of your marketing strategy, and should underpin every campaign. Essentially, your value proposition is a concise and easy-to-understand reason why your project solves a pain point, how it provides benefits, and why it’s the best solution out there.
Using the new website example, consider honing your messaging to reach your target audience of cryptocurrency enthusiasts by explaining the problem your project solves and its benefits.
4. Plan for Launch
If you know what objectives you need to achieve, have a clear brand voice and identity, and understand, the final piece of the puzzle is the “how” — that is, how you actually get your campaign off the ground.
You may need to consider different approaches to distribute your message, depending on the specific campaign. For example, a single marketing campaign may involve:
- Content creation and promotion through your blog, website, social media channels, and email list
- Paid advertising such as pay-per-click Google Adwords, paid social media campaigns, or listing on token crowdsale websites
- Public relations and media outreach
- Attendance at events
- Competitions
Bonus: Measure and Tweak
Remember those S.M.A.R.T goals you set at the beginning of your campaign? That wasn’t just for fun. You should be monitoring the success of your campaign as you go, and determine if you need to tweak anything at different milestones.
For example, if you are halfway through the promotion of your new website and still haven’t seen nearly the traffic you’d hoped for, it may be time to consider new tactics to reach your objectives.
It is possible to simplify the marketing machine for your token crowdsale. Visit rocket.etherparty.com to find out how an all-in-one platform lets you create, track, and even market your token crowdsale, or contact sales@etherparty.com for more details.
