Promoting a cryptocurrency project may seem like an intimidating task at first. Yet, with the right crypto marketing strategy, the success of your project will be closer than it looks.
Does this mean you need a major in business and marketing communication? Although any bit of information and training will help you develop your business, a formal major is not mandatory.
However, you must pay attention to new trends, platforms, and behaviors the market is signaling so that your projects grow as expected.
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Will a crypto marketing strategy still work?
Sorry, but let’s face it – your crypto marketing strategy cannot be flawless. Not because the strategy is bad but because there are lots of factors to consider.
First, cryptocurrency advertisements are still largely restricted. And although the mainstream ad platforms try to dig into the advertising funds crypto projects have, the regulators have started new initiatives to give out guidelines. And as 2022 progresses, these guidelines seem more like crypto ads crackdowns.
Also, we are yet to see if they will turn out to be mere wrist slaps for the companies the regulators are pointing at, but it’s better to adapt before you find out on yourself.
Second, in the first quarter of 2022, it seems that cryptocurrency prices are taking a hit. It’s hard to tell, but cryptocurrency entering a bear market is still a scenario to take into consideration.
However, there are quite a few milestones the cryptocurrency community is expecting that make it harder to predict what will truly happen. To make an idea, here are some of the said milestones:
- the US SEC-approved Bitcoin ETF;
- the Ethereum 100% PoS shift;
- the Solana Mainnet launch;
- the increase in Cardano DeFi Dapps.
Third, the communication channels are evolving, and the consumer’s behavior is changing. Not only does the digital-content attention span shorten, but, as Nick Morgan Ph.D. points out, due to the pandemic, people’s ability to engage with new ideas changed as well because of stress and information overload.
There are certainly other factors we didn’t mention here, but in order to succeed in your crypto marketing effort, you have to adapt your approach to the 2022′ context.
Adapting your crypto digital marketing in 2022
Since 2021, the iOS 14 update has launched continuous hits against digital ads tracking and attribution efficiency.
Modern digital ads are heavily reliant on data to optimize automatically. New privacy regulations like the iOS update and the pending removal of cookies have been reducing the data used in artificial intelligence. Furthermore, we found out in January 2022 that Google has laid down the Topics API as a method of tracking users online through a topic-centered tracking system as a part of its plan to phase out cookies in the Chrome web browser.
Also, the EU is discussing once again the ePrivacy Regulation that is meant to replace the Directive 2002/58/EC (Regulation on Privacy and Electronic Communications).
Therefore, meaningful communication and investing in the right channels for the cryptocurrency market have never been more important.
In 2022, you should adapt your cryptocurrency digital marketing strategy to make your crypto brand known to relevant communities and engage with the audience in dialogue. And as the digital-attention span shortens, bite-sized content like short videos, gifs, and dynamic banners might perform better than traditional ads.
The best way to do that is to explore and invest resources in the platforms that have become more relevant to the crypto community.
Platforms you should look into
It is no secret that many internet users worldwide engage with each other on Twitter to discuss crypto topics. Furthermore, most relevant figures within cryptocurrency share updates through Twitter.
Also, in an earlier study on 682 crypto companies, we found that 92.8% of the cryptocurrency-related projects are active on Twitter.
So, keep your community posted on the state of your operation and upcoming updates, ask questions, and give out answers.
However, don’t go into the monologue trap. Find a network of cryptocurrency pages and engage with them to build a dialogue where new users can join. Use tags and join trending discussions to show your project as a social cryptocurrency brand.
The general sentiment regarding TikTok is quite mixed. Yet, from a marketing perspective, we need to recognize that this new platform is fulfilling the need for a medium where bite-sized entertaining content rules.
Since it was launched back in 2016, TikTok has gathered a huge audience of around 1 billion monthly active users and 3 billion app downloads worldwide. And right now, there aren’t any known restrictions towards crypto.
Therefore, as the NFTs market grew, TikTok has become quite the popular choice as a marketing channel. Furthermore, even TikTok itself has started exploring NFTs as a way to compensate creators.
Telegram is the most used messaging platform in the cryptocurrency market. It had over 550 million active users in 2021 and was the 7th most downloaded app on IOS and Android.
Therefore, the best practice is to create your own channel and add in your team as well as clients and other crypto enthusiasts that can be interested in investing in your project.
Discord might not be as popular as Telegram in the crypto market. Yet, its audience has grown over 140 million and continues to be popular in the gaming world thanks to its dedicated private servers creation capabilities.
As gaming, NFTs, and cryptocurrency continue to intertwine, the platform becomes more and more relevant to the crypto market. Therefore, new projects creating complex ecosystems that include NFTs, games, and all kinds of tokens must focus on adding a Discord server to their NFT marketing strategy.
Last but not least, an integral crypto marketing strategy must include paid media. But that doesn’t mean that launching any digital advertising campaign will get you closer to the results you want.
Besides the restrictions and requirements mainstream advertising platforms impose, you must consider where your ads are placed. The more contextual they are, the higher their chances to convert.
Furthermore, static banners are losing more ground every year. Therefore, gifs and HTML5 banners should be your priority.
In this regard, Coinzilla has built an extensive network of cryptocurrency websites that generate over 1 billion impressions a month from people familiar with the crypto industry.
The platform offers a straightforward and efficient campaign dashboard, allowing you to set up your ads within minutes. Even more, the account managers are there for you and can supply you with professionally designed HTML5 banners.
- 2022 is likely to come with several guidelines on cryptocurrency advertising.
- It’s hard to tell if the bull market continues or if the bear market starts as the cryptocurrency market is prepared to embrace favorable developments despite the regulatory pressure and market behavior.
- In 2022, cookies and privacy are in the spotlight, which might push brands towards more social engagement and niched advertising while using bite-sized entertaining content.
- The best way to adapt your crypto marketing strategy is to explore and invest resources in the platforms that have become more relevant to the crypto community.