I would say that there are two main things you should consider when thinking through a marketing campaign. These are clear communication and the exposure of the main idea of the project. That is why hiring a random marketer online won’t work. It has to be a professional in specifically ICO marketing as it has too many peculiarities. Besides, make sure this person has a great track record since they will be taking care of the success of your token sale.
There are many marketing tools that provide sufficient exposure. These include:
Social media channels
Social networks are commonly underestimated, though being efficient tools for creating a community. Consider hiring one or several dedicated community managers who will create and post content on a project’s behalf. Facebook, Twitter, LinkedIn, and even Instagram are all noteworthy platform for your ICO’s social presence.
Group chats
Almost every ICO hosts a group chat in Telegram, Slack or Discord. Their main purpose is direct communication with the community, receiving feedback, and making announcements. Some contests may also increase the engagement of group members.
Press releases
Obviously, not all marketing tools are free. Publishing press releases in the top crypto media can be quite expensive. Yet, it may bring more traffic to your website/social media, which will enlarge the community and help to raise more funds in the future. Press releases have a very specific structure which you must follow. Sites may deny your text if you do not follow the proper guidelines. That is why many projects choose to spend a bit more and hire a professional to write a press release for them.
Article placement
Another way to promote your project is to pay one of the authors of a popular media to publish some news of your project. This way you can be even mentioned in such media as Forbes or Wired.
Adwords & PPC
You may advertise your project on almost any website and even in various mobile applications. Yet, Google ads and Facebook ads have proved to be the dominant forces at play as they are the most efficient. Always take care of a powerful text and precise targeting when launching an ads campaign. Or entrust this to professionals.
Animation & video
Some projects create an animated or live action pitch video. This is a nice idea as it helps first time visitors of your website learn more about the project not spending much time for reading. In addition, it is easy to share, so your followers may send it to their friends, thus, letting it go viral. The only disadvantage of such a way of promotion is that it’s extremely time-consuming and pricey as you will need to hire a whole expert team.
Traditional media
Though some projects still try to use some of the traditional media, these methods are not as powerful as they were before. The humanity has substituted newspapers, television ads, and radio with digital media, which is more efficient and sometimes even much cheaper.
Word of mouth
Word of mouth is often be the cheapest and quite effective form of marketing. It provides your project with social proof and works rather fast. Yet, you shouldn’t place your hopes in the sole word of mouth since it won’t work well without other tools.
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