Marketing your digital asset can be quite a challenge since the audience here tends to be especially cautious and there’s lots of competition with everyone vying for attention. Additionally, building trust comes pretty easily when trying to market just about anything else as the crypto industry has seen countless scams and broken promises.
Whether you’re launching a token, a tokenized asset, or a trading platform, the ones standing out seem to have a few things in common – they clearly communicated their strategy and stayed honest.
In this guide we’ll cover some key strategies that work!
Start With Who You Are Talking To
Firstly, decide who your audience is. If you’re writing to a retail investor interested in crypto then your messaging will look quite different than if you were writing to someone investigating tokenization as part of their business operations or working with an institution that wants to find a trustworthy partner.
Once you have these groups figured out, ask questions. What are they concerned about? What do they know already? Where are they hanging out online?
Retailers can usually be found on X (Twitter), Telegram, or Discord — but if your target audience is businesses, try going for LinkedIn or industry-specific newsletters to zero in on them.
With that groundwork down, all other elements should start to fall into place.
Explain Your Asset in Plain Words
There’s a lot of digital asset jargon floating around out there, but few people really know their way around. If your message contains lots of tech lingo, then you’re going to turn off people who otherwise might have been interested in learning about your offering.
Think back to when you first got into your business – were you able to describe your asset in just 2-3 sentences in a way a “smart” person from another industry could follow?
What is it?
What does it do?
Why would anyone need/want this?
This is foundational. Your whole website, every single post on social media has to be built upon this core messaging strategy.
Build Trust Before You Ask for Anything
When trying to build trust with potential users in crypto marketing, transparency is everything.
Show off your team — publish their real names and faces.
Publish an awesome whitepaper/overview on how the asset actually works, including all the risks involved.
It may seem counterintuitive, but giving people transparency around all of these potential risks can actually build them greater confidence in what we’re doing than providing them only with one-sided information about the upsides.
Sharing third party auditions, legal information, real partnerships – anything that builds credibility – should be easy to access somewhere.
Create Content That Helps People
But first, there are plenty of ways for attracting newcomers to an asset – here we will show you some useful strategies.
Start by writing blogs explaining how this tech actually works.
Or create some short videos showing how they can get involved safely.
Hold live Q&A sessions where you can answer questions about developments in your industry.
These are just some of the strategies I’ve used successfully over my career — all designed to bring in new users who’re actively looking for information. And when you offer helpful content consistently, over time you’ll turn strangers into loyal readers, customers (or at least community members). Content marketing remains one of the best ways to build an audience in the crypto world.
Make SEO Part of the Plan
Another issue is that most crypto projects rely on social media for all their traffic, and once you lose attention from one platform, your entire project goes offline because nobody is coming into your site anymore. SEO aims at building something long-lasting and consistent over time. If someone is searching for an answer about anything related to your asset, then your content needs to have the best chance possible at showing up as an answer to that question.
Try focusing on creating some clear and honest pages on your website about whatever it is your target audience is looking for right now and then start building out a library of educational articles around it. Also, keep in mind search engines tend to be quite picky about financial stuff, so making sure everything you write is both accurate and credible is going to be very important to get your foot in the door.
Grow a Real Community
A good community will support your project during those times where things are slow — provided they’re authentic ones though! Make sure that you interact on all of these platforms regularly, answer questions, share updates and respond well when others offer feedback about what’s going on.
Also remember, don’t fall victim to buying lots of fake followers just to get higher stats…you’ll always have more success by working hard with a small team instead!
Moderators are great too as they allow you control over who gets involved & ensure scammers aren't let into discussions (as much). And having solid community rules helps everybody understand how best ways behave within certain topics etc…
Work With Partners and Influencers Carefully
Of course, partnerships can also help get you in front of new audiences. But be wary of those who don’t seem to understand your asset, or who promise great things without giving you an honest answer.
Also, make sure that they tell you if their content is sponsored, as a weak endorsement could wreck your hard-won reputation – just look at what happened to some big names last year. Finally, avoid anything that feels like hype (there are plenty of reasons why this may work…), which can often mask shady tactics behind shiny packaging.
Use Paid Advertising With Caution
Firstly, many big ad platforms have some restrictions regarding crypto related ads (it also changes depending on the country). You might need to check what’s going on right now for every platform.
Also there were cases when they asked me to provide my legitimacy so be prepared.
Sometimes I suggest focusing more on creating organic contents, partnership, newsletter etc., until those things work. Then launch a paid campaign.
Pay Attention to the Rules
How digital assets are treated differs from country to country – some countries have tight regulation about this. What you can say, who you can target for marketing, and what disclosures you need to make could be determined by your location’s laws.
Never promise that an asset will increase its value, or that there will be a return. You may be misleading audiences and getting yourself into some tricky situations legally — so you need to talk things over with a legal pro who knows what’s going on in your particular market before you launch your campaign.
Keep Going After the Launch
We’re launching hard but we know things will probably change after launch. If you want to win people over, don't just make them wait for updates — share news, deliver on what’s been promised and be ready to answer any question (even if they're tough).
Don't try to hide from progress and report things truthfully. We also found that celebrating milestones is great too — especially when you get there! Don't be afraid to say 'this didn’t work out' and move forward either.
People tend to forgive projects who stay open about how they're progressing while being very unforgiving to those that vanish.
Measure What Matters
We can all fall victim to this with our follower counts and numbers of “likes”. But really focus on the key indicators: how much people are reading, joining your community, asking you questions, signing up, contacting you…etc.
Make sure you review those results regularly and drop anything that isn’t working for you. It’s also important to stay flexible as marketing here is moving at pace!
Final Thoughts
Crypto marketing strategies that work best don’t always focus on noise but more on consistency.When you set up a strategy, start with a few core ideas. Keep these at the heart of your plan.
Know your audience.
Explain your asset clearly.
Build trust with them.
Keep showing up consistently.
And that’s all there is to it!
Keep in mind that this article provides you with just a few general informational guidelines about launching crypto campaigns as such. Rules on how digital assets are handled vary from country to country. Therefore, we suggest reaching out to qualified professionals prior to the launch of your campaign.
