Ask any team behind a successful business if marketing is an important part of its development, and the answer will undoubtedly be a Yes. At the same time, when we think of the blockchain and crypto industry, where developments happen at the speed of light, the standard approach to marketing doesn’t seem to apply. Conventional outreach switches to crypto marketing, and the rules change. It is a market that sees hundreds of crypto projects springing to life on a daily basis, and this, in turn, begs the question… How can a new or existing crypto project stand out in a medium where critical changes happen in a matter of hours and competition ramps up, unlike in any other industry in the world?
In hopes of finding out the ever-important marketing insights, we reached out to the experts who represent established crypto exchanges in the blockchain space. To our surprise, the interview outlined that they all use widely available tools. However, it is how they utilize these marketing tools that can become a breath of fresh air for crypto marketers struggling to take their projects global or keep them afloat in this market. Hence, without further ado, let’s delve into the best crypto marketing strategies and how to apply them in a bid to turn any crypto project into a success that doesn’t fade.
We spoke with Tanya Petrusenko, CEO at Bitmedia, about successful crypto marketing strategies that pave the way to an effective blockchain business. And the first part of our conversation was about communication with potential clients and partners and attracting new customers.
- The crypto marketing space is highly competitive, yet Bitmedia remains the leading blockchain advertising platform. How do you seek out and attract new clients?
Our client acquisition strategy is based on banner ads, creative content, and participating in blockchain-related events. We use our own advertising network for launching ad campaigns, and content marketing in form of interviews, opinion articles and expert blogs. Display ads act as a funnel that attracts new users through CPM marketing, converts prospective leads into active users with CPC campaigns, media buying, and reminds non-returning users of our brand with remarketing.
Content is another important part of our outreach as we see it as the voice of the brand. While educational content lets our readers learn something new, articles on blockchain industry development allow them to stay on top of what is going on, which, I am sure you would agree, is very important in the space we operate in.
Bitmedia founder’s blog on HackerNoon
Matvii Diadkov’s member page on Forbes Councils
Bitmedia.IO is a media partner and active participant in the most blockchain and crypto-related events in the world
Fairs and blockchain events serve as a tool for us where we can not only find new partners, but also be part of the industry. In fact, we started to participate in such events without any strong expectations and were astounded at how effective they ended up being for the brand.
- What strategies does Bitmedia employ to differentiate itself in the marketing niche?
– A quickly developing market requires its players to continuously develop with it, to stay afloat. Survivors in the blockchain space must be quick to adapt to changes and continue to perfect their products and services, regardless of whether they are at the bottom or top of the leaderboard. More so, no one says that the market has reached its peak iteration. Instead, we see it as a foundation on which its best services haven’t been developed yet. And this is what we are aiming for.
Visibility, in my opinion, is the key resource that must not be forgotten. Blockchain is still at its early stages of development and hence it, on a daily basis, attracts users who are totally new to it all. This is where visibility becomes an important leverage. By employing content marketing and display ads, we try to always be where the people go when they start getting a kick out of everything crypto.
- How to build effective communication with clients? Tell us about the main tips and mistakes in building customer relationships.
– Today, you win clients by clearly identifying your values and letting the audience feel connected to the goals that you are after. It is all about the purpose of your company’s existence and being able to assist the users at every step of their journey. I believe that forming a community around your brand is incremental to its success, and before you do that, you must first acquire the audience with a trustworthy message.
Building effective relations with customers combines several aspects:
- Learning our customers
- Transparency
- Empathy
- Flexibility
- Being human
Knowing your customers, identifying their needs, and offering them exactly what satisfies those needs is the key to their success. As an example, customer portraits are an immensely important tool for us. To do this, we collect information and constantly analyze the behavior of our customers, gathering not only demographic data but also their pains, needs, motivations, and so on.
You need to listen to your customers: what they say when contacting Support team, in their comments and feedback, and when they share their experience in community channels. This allows you to spot their needs. The more we know about them, the better we can serve them.
The idea is to base our marketing communication on customers’ characteristics. There are big differences in approaching different types of users, for example, millennials, Gen Z, crypto enthusiasts, and professional traders.
Professional and honest communication with the client as a partner is the only right way to business success
You can’t overestimate the importance of transparency. This is the way to build trustful relations with customers. In the first place, we need to be transparent because we’re partially responsible for the customer’s success with us. Another thing, transparency gives us more security in the long run.
Transparency also refers to the way we work; the more we explain processes, share information, and provide regular updates to the clients, the more understanding they can be. Not to mention, that this also helps educate customers to use our products.
Having empathy for the clients is one of the most crucial parts of building customer relations. We always put ourselves in their shoes, which enables us to more closely align with their goals, better understand their needs, and offer them efficient solutions.
We strive to speak our customers’ language and adjust to different personality types. Some prefer that we communicate with them as friends. Others like to talk strictly about business, wanting nothing more but how to solve their question. Being flexible and adopting a customer’s way of communication is the key to understanding and fruitful relationships.
Last but not least, customers are human first. We’re convinced: if you meet clients in their humanness, you’re halfway to customer communication excellence. Our approach is to have patience and ask them more questions to better understand their needs. We try to anticipate what needs or questions customers may have and proactively provide for them.
Acknowledging that we are different, and some customers may learn differently from others, we strive to find custom solutions and make sure every client has everything they need to succeed with us.
After talking to these behemoths of the blockchain world, a few incremental points become apparent. First, there seems to be no single size that fits all in terms of a crypto marketing strategy. At the same time, the general tools these established companies use to remain at the forefront of the industry are the same. The difference lies in the way they use these tools and the thinking behind it. All these companies pay great attention to the community, outreach, and ads. They all use marketing on an ongoing basis and do not pause, in hopes of continuing to thrive based on the original marketing foundations they have built. Therefore, the main idea that can be picked up from the conversation is that staying on top of the blockchain industry leaderboard requires continuous marketing, staying on top of industry trends, and taking extra care of the community that already believes in your crypto brand.
