Mofassair Hossain, a member of the top ten ICObench experts, continues his column on DeCenter and shares the secrets of ICO marketing.
It is difficult to overestimate the importance of social media in promoting an ICO, as in practically every campaign, this vector of marketing has played a decisive role. And here one should not lose sight of the main task that they are carrying out in building an active and loyal community around the project. There are two ways to accomplish this: paid and free promotion.
This may seem banal, but here are the sites that should be used when promoting an ICO:
Moreover, if Instagram, VKontakte, Slack, and Steemit are optional, then the remaining social networks must be covered. After the implementation of the ICO advertising ban, Facebook and Twitter users began to invent ways to circumvent these restrictions, as in most cases they could find loopholes with the exclusion of words associated with blockchain, cryptocurrencies, or ICOs from their advertisements.
Facebook is the largest social platform for promoting ICOs. This network gives the maximum coverage of the community and potential investors. For promotion on Facebook, I would recommend using both paid features as well as free methods.
You should pay special attention to the design of your page. Add a logo and an interesting cover, and do not load a page with a huge amount of text. Make it graphical, simple, and understandable. Information about the upcoming ICO is better placed in the section with information. Also, place a link there to the landing page, Instagram, and other social networks. When the page is ready, the rest relies on your ability to post good content submitted under an interesting title.
Try not to use the crypto terms in the header, so as not to face difficulties during the promotion (note that Facebook has lifted restrictions on advertising cryptos, but ICO advertising is still banned).
Create such content, which can be distributed in Facebook crypto groups around the world. The more users of relevant groups who see and become interested in your content, the faster you will be able to assemble a high-quality community around the ICO.
Video content works better than banners in terms of promotion, as this format of advertising shows more impressive results for engagement and traffic. Make animated videos or a classic business format, it does not matter. The main thing is to make it unique.
When using banners for a paid promotion, do not overload them with a lot of text.
Performance indicators for paid promotions on Facebook can be figures of traffic directed to the landing, engagement with the post, and the likes of the page. Form your community based on the following criteria:
Interests (focus on blockchain, investments, and venture capital)
Country (countries friendly to cryptocurrencies: South Korea, Japan, Dubai, Turkey, and Russia).
It is advisable to market to people of different countries in their own respective languages.
LinkedIn will allow you to form an expert community around your project. Make this professional social network a platform for CEO speeches. Do not limit it to publications with the news of your company, but instead let them discuss the news with colleagues in the workshops in relevant groups. Try to make the comments of the CEO look really competent and professional (involve professional advisers in the creation of LinkedIn content if necessary).
Fewer projects are forming blogs on their own websites, preferring to publish news and analytics on Medium instead. This platform is convenient not only because it covers the themes of blockchain and cryptocurrencies but also because it offers the possibility of advancing posts, which I highly recommend.
A separate milestone in the formation of the project community is the development of groups on Telegram. Open the English language channel for the publication of the main news of the project without requiring feedback from the audience. Start several separate groups in different languages, in which users can ask questions and, most importantly, promptly receive answers to them. The professionalism of the community manager here plays one of the main roles. Pay special attention to the search for such a specialist and talk with him in advance about the conditions for interaction with the audience (for example, you can set the maximum term for answering a user's question to no more than 15 minutes).
Do not treat social networks as a temporary tool for promoting ICOs. The main burden on them will lie just after the token sale when the project begins to live an active life and questions from the audience will be frequent.