Almost anyone can set themselves up as an ICO marketer these days. A little knowledge in cryptocurrency isn’t hard to gain. You can start by offering a consultation, then produce some content and throw in a little community and reputation management for good measure. None of these elements are wrong, they are necessary and good, but they are not the real secrets to ICO marketing. We won’t cover the basics here, but instead talk about the little-known things that really make the difference between failed and successful ICO or STO marketing.
Scammers beware! If you are looking to make easy money from launching an ICO, please look elsewhere. Everyone at every level of the ICO market is dedicated to uncovering bad projects, rooting out liars and exposing the cheats. The path of ICO funding is only possible for great companies which add value to the industry and society as a whole. So, for truly great businesses only, here are the 7 secrets of successful ICO marketers.
1. Finding the right advisor
Many ICOs and ICO marketers don’t understand how to find or even select the right team of advisors for their project. It begins with the first and builds from there. Selecting the right first advisor attracts other great advisors and begins to generate a buzz around the project on its own.
I like to explain it this way: “Even when a project identifies the right advisors, they often struggle to get them involved. Great ICO marketers have the experience and contacts to make it happen.”
2. Creating great, relevant content
Every ICO needs great content to hook the audience and that makes them interested. Some ICO marketers focus on one or two mediums to impart information, but articles and a video are not enough. The right marketing mix for each ICO varies but they include articles, video, audio, infographics, image quotes, and slides among others.
Once the content is created it must be distributed across all relevant media with the right content marketing mix. Bitcoin Talk, Reddit, Twitter, and LinkedIn combined only make up around one third of the niche content distribution. The other two thirds are spread across more than 60 platforms.
3. Mailing lists
Mailing lists are among the most proven marketing methods. With a great email campaign targeted at the right mailing list, it is possible to raise millions of dollars in investment. To do this, an ICO marketer must have a highly relevant mailing list of engaged and interested parties. Purchasing a tired and worn out mailing list from a third party doesn’t cut it. Find an ICO marketer with a virgin list of great, engaged contacts.
4. Insider knowledge of advertising
Large crypto media outlets are an accepted and well-known avenue for ICO advertising but not all ICO marketers know which ad placements work best. A huge percentage of an ICO's budget can be wasted on advertising campaigns which do not offer a cost-effective return on investment.
Any ICO marketer can set up an advertising contract, but the secret is to choose the placement, and the right mix between fixed and cost per impression ads. That’s why insider knowledge can easily save your ICO up to $50,000-$100,000.
5. Influencer connections
One of the best ways to create a buzz and engage with an audience is through Telegram groups. To get the most out of these an experienced and successful ICO marketer will use influencer connections on Telegram and other places such as Youtube, LinkedIn, Signals Groups, and more.
In fact, building relationships with influencers is a constant and ongoing process which successful marketers do every single day. With the number of ICOs growing rapidly it is increasingly difficult to find good avenues for promotion and often, there are long waiting periods involved. Marketers with good connections can not only jump the queue, but place ads at discounted rates and more.
6. Region specific marketing
With Google, Facebook, and Twitter banning crypto adverts and China banning ICOs altogether, it has become increasingly important to understand region specific issues and the challenges and opportunities these create.
With South Korea imposing strict regulations and the US proving to be challenging as well, successful ICO marketers will take region specific marketing incredibly seriously. One of the largest, best and most engaged markets for ICOs is in India, but it is important to have an understanding of the region and its people to market successfully within it. The same applies to South Korea, which, despite its strict regulatory framework, is a profitable market when exploited properly.
7. Crisis management
At some point, many ICOs face some sort of unexpected challenge or emergency. It is not completely uncommon for initial coin offerings to be blackmailed or attacked at some point in the process. These threats can flush an ICO down the drain after 6 or 7 figures are spent on the launch. A successful ICO marketer knows how to handle these crises, but the most successful can turn these potential hazards to their advantage.
When faced with a challenge, it’s important to distinguish between honest but critical feedback and criticism from untrustworthy characters. The first kind of person offers valuable feedback which can help you improve your ICO, the second must be vigorously combated with positive PR and the kind of transparency which makes blackmailers turn and run.
With mounting regulation and increasing saturation of ICO projects, it is more important than ever to distinguish between marketing and a really great marketing strategy. There are many new ICO marketers selling their services at cut price and discounted rates, but these newcomers are never a good deal or value for your money. These 7 secrets of successful ICO marketers are the key indicators which will guide you in marketing your project. When you find a marketer with knowledge and experience in these 7 areas, you know you’ve found a great partner for your future success.