5 key assets to launch your token sale marketing
As we’ve explored in earlier blog posts, a token sale is primarily a marketing and communications exercise.
It’s fundamental to prepare essential assets in advance of launching your token sale marketing campaign. Depending on your in-house capacity, you might want to outsource the creation of these assets to freelancers or agencies. Even if you have limited budget, many in the crypto space will accept payment in your token and/or a proportion of the ETH you raise in the sale.
- Branding and short copy
You need to create branding and short copy for both the project and the token itself. This includes creating a style guide and a logo, plus writing an elevator pitch and creating additional design assets. Even if your business already has established branding, you may want to consider forming a sub-brand for the token and token sale. You will almost certainly thank yourself for putting together a library of assets which you can pull out later to create polished branded content.
2. White paper
A white paper is a document which lays out your vision, including the problem you’re solving, your solution, the technology your solution employs, and details of the token utility and economics. Your white paper is one of the main sources of information for prospective token buyers, so it should be written with a sales focus. It’s a good idea to make your white paper available in several different languages depending on which countries you target in your marketing strategy.
3. Website
You will need to create a website dedicated to your token sale. It should be optimized to capture leads, for example by encouraging people to register for your token sale, and to participate once the sale is live. The website should contain key information about your project, team and token sale, as well as links to your blog and social media channels. Your website is your most important sales tool, so it’s worth spending some time and money to make it look professional and ensure it is easy to navigate.
At the same time, your website should be the single source of authoritative information for the project. By publishing content and instructions on your website and always referring people to it, you help create a habit that helps protect people from scams and misinformation.
Creating a website that is simultaneously secure
4. Vision video
Although not essential, a professional pitch or vision video is a highly valuable marketing asset. Ideally it should be between three and five minutes long and lay out a condensed version of the information you cover in your white paper. Include as much “validation” as possible, including independent testimonials, milestones you have already achieved and demo footage of a prototype. A slick vision video will engage an audience’s attention at meetups and conferences, and hook people into your website.
5. One-pager
As with the vision video, a one-page summary of your project is non-essential but likely to come in useful. Many of the people who buy your token are time-poor and will appreciate a quick overview of your project. This should function as a “teaser” for people who are interested in your token sale, containing key facts and figures in an easily-digestible format. Use icons and charts where possible, and break all text down into small chunks. You can also print the one-pager and use it as a take-away flyer at events.
In conclusion
Your marketing campaign will be built around essential assets which you should create in advance. Consider working with agencies or freelancers to create high-quality content and save time. Branding, a website and a white paper are absolutely essential. A vision video and one-pager are not essential but well worth your time, attention and investment.
Always remember, the majority of people who’ll participate in your token sale will buy into it based on these materials, so it’s important to ensure they are of high quality, to ensure a high conversion rate and make your token sale a success.
