It’s a “standard routine”. However, different projects, different execution strategies provided varied outcomes. How to define and position a project, how to impact the target audience and engage them in the conception you want them to have, how to maintain the hype, and embark on a crypto journey with the correct marketing methodology, dive in:

Aggressively raising the awareness

Well-planned publicity campaigns launched over an extended period of time prior to the key have the potential to positively impact market perceptions about the project. Pre-IPO preparation, done carefully and correctly, can help to ensure that good news resonates among the project’s key audiences, creating the right degree of market buzz.

The team should be crafting concise and consistent messaging that clearly communicates the project’s business and aggressively raises awareness. A consistent flow- about every two weeks- of releases based on substantial news should be the goal throughout the process. Build the basic presence and make the project narratives credible.

Across all channels in the cryptocurrency sector, the ability to harness the power of retail users is the fundamental standard to devote effort to build and promote. Blockchain media and tracking tools are the original sources to demonstrate “who you are”, “ what you are building; leading media include Coindesk, Cointelegraph, The Block, Bitcoin.com, more DeFi-focus Decrypt, Defiant, as well as price/TVL tracking websites Coingecko, CoinMarketCap, more DeFi-focus DeFi Pulse, DeFi Prime, and DeFi Llama, etc.

More importantly, key opinion leaders play a significant role in answering “why you.” In essence, blockchain technology and decentralized finance are too complex to understand and KOL acts as a mentor to break down the high core pieces to educate and guide users. Technical papers should be given to highlight innovation and mechanism by research-driven venture capitalists; a high-level analysis that describes tokenomics, market potential, and strategy to garner market share should be given to engaging positive sentiment. A steady stream of project progress should be delivered to the retail-driven community.

Effective tool for social media growth

Social media platforms are where crypto is born. Twitter, Medium, Discord, Telegram, and Youtube create a presence and build a trustworthy brand image in public. Undoubtedly, fundraising announcements, public sales, and listing are prime opportunities for the project to increase the profile of the organization during one of the most monumental milestones in a project’s history. Those tips are helpful for blockchain startups to grow at the early stage.

• Coinmarketcap calendar

CoinMarketCap is the world's most-referenced price-tracking website for crypto assets in the rapidly growing cryptocurrency space founded in 2013. It has huge traffic from the crypto audience and has launched the calendar function, consisting of the free airdrop, ICO, and event calendars to help projects gain traction at the early stage. You can apply to be featured here: https://coinmarketcap.com/airdrop/

• Airdrop/NFT campaigns to early birds

FOMO is one of the most popular mental sentiments in crypto. Offering a limited NFT to early users/supporters to showcase their privilege as OG is a good way to achieve the cold boot.Gleam is a useful marketing tool for analyzing participants’ entry and managing campaigns simultaneously over Twitter, Telegram, Discord.

• Infographics-visible your message

The Crypto world is evolving at a breakneck pace. The easier you deliver the message to the audience, the better effects the final outcome has. There’re even a number of KOL on twitter grasp 100k followers thanks to their daily one-page analysis such as Coin98, Crypto Differ, and Top7 ICO. Break down the complex product workflow, liquidity mechanisam, tokennomics into several infographics, then post as different series on social media.

Go-to-Community strategy

To put it simply, building DeFi/NFT project is to build the community itself. It’s a trend that projects are migrating their communities from Telegram to Discord since Discord is an integrated platform that allows members can talk, do community calls, support academy lessons, and regional chatting all in one place.

One of the first adopted communities program to begin is the Ambassador program. It’s a typical way to incentivize the interested third party to advocate the projects themselves; Governance encourages the members to further be involved with the team and the connections with the open-source communities like Gitcoin help build up the ecosystem by creating the product based on your projects. The community strategy is detailed in this article by a16z, which is well worthy reading: https://future.a16z.com/community-%e2%89%a0-marketing-why-we-need-go-to-community-not-just-go-to-market/

Concluding thoughts

Crypto marketing communication could be a hybird approach of Fintech IPO process and future community-own economy. The marketing tools, platform and solution might vary as the industry involves, but the key is the same-to build trust within the community and remain transparent. With the further development of DAO and Web3.0, we’re witnessing a revolution in which ownership is actually transferred from one certain party to each individual. And it’s blockchain that is making it happen.

I’m super glad to be part of this journey as a crypto marketer and keep track of how things are changing.