Investor and marketer Mofassair Hossain began his column on DeCenter with a story about the free opportunities for the promotion of token sales. This time, a well-known ICO advisor will tell us how to conduct paid ICO marketing correctly. 80% of ICOs failed due to poorly built marketing strategies. What can be done to avoid becoming another name on the miserable list?
First of all, check whether you are ready to start paid promotion activities. My checklist is as follows:
A beautiful landing page with comprehensive information. It all starts with a landing page, so it is very important that this gateway to your project looks attractive to potential investors.
A completed, coordinated white paper translated into English, as well as a one-pager (one-page leaflet covering the main aspects of the project and the ICO), technical documentation, and a pitch for investors (short inspirational speech about the project’s prospects and a presentation consisting of three slides).
A comprehensive list of social networks with live accounts, posts, and news. Make sure to fill social networks with content. When visiting an ICO’s page on Facebook or the Medium blog, a potential investor should see not only vegetative activity but also live communication, as well as team expertise. Bots have never given credibility to anyone.
If you have managed to cobble together the basic package of an ICO specialist, proceed to the bounty program. It is possible to hire both experienced freelancers or an agency for its development and implementation. On average, experienced teams charge $3,500 to $5,000 for a campaign. Do not start with airdrop activity, as it can negatively affect the value of your token in the future.
The next step is to put all of your efforts into building up subscribers in social networks and a Telegram group. Your task is to form a large and engaged community around the project. Make sure that you have good community managers in advance who will manage your pages in other languages. Check that they correctly understand the essence of the project and can answer all the questions of the community.
One of the most important stages of ICO marketing is the listing on calendars and ICO rating sites. We split it into two parts: free listings (this is achievable almost everywhere in case of an interesting project with an understandable concept and a strong white paper), and the purchase of premium packages on several sites with the most outstanding traffic.
Run an e-mail newsletter either with the help of an agency or independently. Using purchased investor databases is a risky business, 10 hits in the spam folder and the account is blocked for life. The ideal option is to use the e-mail addresses of investors who have already shown interest in the project.
Start a PR campaign with an attempt to push your press releases into all available crypto publications. In addition to the obvious goal of promotion, you will tell journalists and editors about the project, which is important when building a community around the ICO.
Try to negotiate a review with one of the YouTube influencers. A good video review promotes token sales by an order of magnitude more efficiently than any other advertising media.
Do not think that in the process you will have time to rest. Each free minute must be sacrificed to work on traffic, as this is one of the most costly items of expenditure, but also one of the most valuable. Do not forget that aggressive banner formats and countdowns to the launch of a token sale work very well in ICO marketing.
Build a community in Asia and in Europe. Residents of Russia, China, South Korea, and Japan invest most in ICOs, so you should have representation on popular resources in the country supported by a trained community manager who should be a native speaker that can effectively communicate with each of these audiences.
Make sure to have a good roadshow. Take part in conferences where you can present the ICO directly to investors. Participate in pitch sessions and hackathons, as often these events help projects close hard caps.
My practice shows that if you act in this order, you can succeed with a very average budget.
And, perhaps, the most important thing is to have a ready MVP (the minimum viable product) by the start of the ICO. Projects that try to raise funds for vague and disembodied concepts often fail miserably.