Published 26th March 2021
Blockchain Marketing Strategy | The Complete Guide
Looking for the best blockchain marketing strategy? Good marketing is crucial to any blockchain project’s success.
Because they’re decentralised, blockchain projects rely on support from a wide community of developers, investors, and consumers who will use the product.
It can be difficult to convey the benefits of blockchain to people who are suspicious of this new, disruptive tech. At the same time, potential investors will scrutinise your project for anything that looks less than professional. Because the blockchain space is fast expanding, your project needs to be memorable to stand out from the crowd.
The bottom line is your blockchain marketing strategy has to work even harder than traditional ventures because it has to strike the right tone with both blockchain experts and newbies.
As a digital agency specialising in blockchain marketing strategy, we understand the unique challenges of marketing your blockchain project. In this guide we’ll give you the low-down on how to promote it effectively, so your project can take off.
First up, let’s take a look at why content marketing is important for your strategy.
Earn a reputation with content marketing
Good content marketing – creating helpful or engaging content that’s relevant to your field – will get your brand in front of your target audience and establish you as an expert in the industry. Here’s how to do it:
Create valuable content
To give your content the edge over your competition, create useful tools and educational, interactive pieces that solve problems for your target audience. It’s a good idea to look at what content’s out there and see what topics haven’t been addressed yet (this will help your SEO too).
Make waves on social media
Social media is a great place for content marketing. If your content’s good enough to go viral, your project can be promoted through retweets and shares at little time or cost to you. Keep in mind there are many social media campaigns out there, so your content needs to catch peoples’ attention and hold it. Aim for an original concept, eye-catching visuals and an interactive element.
— Bitcoin Origins (@BitcoinOrigins) March 2, 2021
^This is a great example of innovative content. The NFT project Bitcoin Origins’ #RebelRabbits competition on Twitter invited people to create the best Rebel Rabbit design. This boosted their online visibility through retweets and hundreds of entries.
^You can also check out the popular #HuntForSatoshi piece our team here at Sequence created. This project invited people to vote for the true identity of Bitcoin founder Satoshi Nakamoto.
Build a strong brand
Create a unique memorable brand, and your project will stand out from the rest. Ideally, your brand will reflect your USP – your project’s unique benefit – and connect emotionally with your target audience. It’s a good idea to do some market research to learn what’s important to your potential investors and customers so you can develop your visual assets and style guide with them in mind.
Be professional and consistent…
While consistency across all channels is key to building brand recognition, good branding starts with a well-designed website – this is the first contact many people will have with your project. Both investors and customers will spot any aspect of your site that doesn’t look professional and go elsewhere.
^Investment platform Launchpool is a great example of an instantly recognisable brand backed by a professionally designed website. Their logo, visuals and copy all combine to inspire trust in their expertise. And their branding efforts have paid off. At the time of writing, over $100 million has been invested in the platform.
Blockchain tech can be complex for people who aren’t familiar with it, and the benefits of blockchain can be hard to visualise. For this reason, a website and social presence that looks overly technical could confuse or scare off any blockchain newbies. It’s a good idea to limit jargon and aim for a welcoming tone.
^Take a look at Brave’s website to see this done really well; their site is professional but appealing, and it conveys the project’s benefits to both blockchain enthusiasts and newbies.
Boost traffic and online visibility with SEO
Getting organic traffic from Google searches is a no-brainer for any blockchain marketing strategy. Rank for the right keywords, and you’ll get your project in front of people already interested in blockchain.
Do in-depth keyword research
First, conduct in-depth keyword research to discover what potential customers and investors are searching for. Look for long-tail keywords related to your project’s niche, as well as high volume-low competition keywords.
Keep in mind blockchain is a specialised and fast-evolving industry with its own buzzwords, and these can change. Best practice is to check the performance of your website regularly and check for new keywords as well. Aim to create valuable content that features the latest industry buzzwords, as well as evergreen content that will stand the test of time.
Boost engagement and earn backlinks
SEO isn’t just about the keywords. Google rewards engagement, so if your content marketing efforts deliver something new and valuable, this will help you rank.
Earning backlinks and mentions of your project from reputable sources in the blockchain industry is also important for SEO, and this is another area where your content marketing efforts will pay off. By creating useful content, other websites will referenced you.
Optimize your UX with UX and marketing analytics
Since blockchain tech is unfamiliar to many people, it’s important that your product is easy to use. Best practice is to build a website using plenty of established UX patterns. And once your site’s live, it’s a good idea to analyse user behaviour so you can make sure it’s optimised for conversions.
Create an intuitive and accessible website
A website with good UX is fast to load and intuitive to navigate, with an attractive design and a clear visual hierarchy. For blockchain projects, transparency is also important for good UX. Investors will expect to see full-disclosure on your website and communications. It’s a good idea to make sure your whitepaper, roadmap and team bios are easy to access from your site and to make it easy for potential customers to get in touch with you.
Monitor your website’s performance
The best way to make sure your UX is on point is via website and marketing analytics. These are tools which measure user engagement and conversion rates on your website, blog and campaigns.
^Analytics tools like Hotjar and Fullstory will give you an insight into users’ behaviour on your site, and alert you to any problems, such as pages where users leave quickly, and any areas where users are getting stuck and not converting.
>It can pay to invest in a good UX design agency who will optimise your website’s UX from the ground up. A UX agency can also install the best analytics tools for your website, to make sure users continue to have an engaging experience.
Build a community following
Finally, let’s look at creating a community behind your project. Blockchain tech relies on the community to sustain it, so establishing a loyal following is very important. Here’s how to do it:
Post updates about your progress
Post regular progress updates on Twitter, and also on the blockchain community channels Telegram and Discord. This will keep your brand at the front of people’s minds and generate interest in your project. And as we mentioned when talking about UX, being upfront about your progress will show you’re a trustworthy project worth investing in.
Interact with your followers
It’s a good idea to interact with the community, so your followers (and potential customers) will feel included. Answer questions about your project, and be open to advice and feedback from others. Offer your expertise to help out other projects too, and join in with existing conversations.
We're hard at work on the roadmap and expect to have a major announcement in the coming month and make all deliverables public by the end of March. So stay tuned!
— Ocean Protocol (@oceanprotocol) February 28, 2021
^To see this in action, take a look at the data exchange platform Ocean Protocol’s social channels. Ocean built a loyal following on Telegram and Twitter through interacting with the blockchain community on these sites. Ocean’s founders host regular Q and A sessions, and they’ve also been involved in AMA sessions on Medium.
^Check out Chainlink’s community presence as well; since posting regular announcements about their project they’ve built up a devoted community of followers called the Link Marines, who themselves regularly post on social media to promote the Chainlink token.
There you have our guide to building a successful blockchain marketing strategy. We’ve explained the different aspects of marketing you need to include, and how to approach each aspect to effectively promote your project. Invest time and care in your strategy, and these aspects can work in concert to create a compelling story that will attract customers.
At Sequence our experienced team of UX designers and marketing specialists help blockchain projects like yours with all aspects of marketing, from building a fresh, exciting brand to crafting innovative content. And we can work with you to perfect your strategy as a whole, making sure all elements are optimised so your project will take off. If you’d like help with your blockchain marketing strategy, get in touch with us.