Becoming a successful marketing pro with a focus on a new industry is challenging. When that industry is built on new technology and revolutionary ideas about how that technology can transform the ways we do business, the challenge rises to a whole new level.
The crypto industry faces something of a PR headwind, as many traditional media sources and consumers don’t understand the underlying technology or its full potential. Finding success as a crypto marketer means equipping yourself with the experience and knowledge to educate and inspire the next generation of crypto enthusiasts. Below, 10 members of Cointelegraph Innovation Circle share their tips to help aspiring crypto marketers “level up.”
Attend conferences and events
A great way for an aspiring crypto marketer to level up is to regularly attend conferences and events. Connecting to industry leaders and attendees allows for better understanding of fast-changing trends. Through conversations and networking, brand adoption is more personable and relatable to the desired audience. – Irina Litchfield, Rizon Labs
Work to become an industry thought leader
Focus on becoming a recognized thought leader in the space. Turning into the go-to person reporters turn to for insights is a surefire way to make sure your company stays in the news, even when you may not have any news. Contributing thought leadership pieces to industry publications and sharing your knowledge with the ecosystem is one of the top ways to build your credibility in the space. – Ayelet Noff, SlicedBrand
Keep an eye on other industries
It’s important to find a good mix between brand and growth, while at the same time keeping your interest and scope broad enough. Making sure you’re not only getting inspired by what’s happening on a marketing and product level in crypto or even fintech. Keep an eye on industries outside of those, as certain lessons from completely unrelated domains could be eye-opening when it comes to making your own marketing play. – Nicolas Van Hoorde, Delta Investment Tracker
Get your work out there
Get. It. Done. Crypto is all about throwing stuff out there without fear of making a mistake. Delivering on an idea is far more important than procrastinating over its virility or reputation. If you want to level up, pick a protocol you like and do campaigns for them on your own — you’ll get noticed in the first week with a job offer you can negotiate on in the next. If they don’t like it, move on. – Rupert Barksfield, Amulet
Start talking about the use cases of the technology
You should probably stop the “announcement marketing” patterns and learn about the real use cases of the projects you are marketing. It’s hard enough to understand the technology; what’s really needed across our industry is people who can communicate why the technology is needed and how it is different. – Joe Roets, Dragonchain
Stay flexible and keep learning
Flexibility is vital, because the crypto community/market changes quickly. A marketer must be aware of what’s going on around them so they can adapt to the inevitable curveballs crypto will throw at them. Some conventional Web2 marketing tactics are still relevant to crypto, but there’s a need to implement always-evolving Web3-specific components into strategies, such as airdrops and proof of attendance protocols. – Sheraz Ahmed, STORM Partners
Demonstrate crypto’s real possibilities
Crypto marketers should embrace their role as heralds of this emerging industry. There is no shortage of sensationalism around the space. Be the voice that can demonstrate the real possibilities that crypto provides. Your story should focus on how your service can add to someone’s life or business. This will build your reach and audience more than a short-lived media spotlight of promises and speculation. – Oleksandr Lutskevych, CEX.IO
Focus on value to users
Show evidence of the real use cases of the product/protocol. Many firms put out hype-driven PR campaigns focused on “pumpamentals,” and that does a disservice to the client in the long run. If users get more value out of a platform than they put in, they will stay for the long term. This creates a network effect and adoption, and that’s what projects need to self-sustain for the long term. – Ben Knaus, Sch0lar
Be fully honest about the industry
Be transparent and open about the industry. Differentiate and position your offering by showcasing your background, what you are here to address and how you will enrich the crypto world. Aim to explain why people should be interested in the crypto industry while at the same time acknowledging its downsides. You must focus on defining your purpose, preaching it and delivering it to your target audience. – Vinita Rathi, Systango
Pitch in on a new crypto project
Without a doubt, I’d recommend launching your own project with a team from scratch! You will get through all of the most critical marketing steps a crypto project goes through, from an idea on a napkin to launching your first smart contract on a blockchain network. The experience you get and the understanding you gain in the process are invaluable and can never be obtained just by providing external services. – Tomer Warschauer Nuni, Kryptomon
This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.
Learn more about Cointelegraph Innovation Circle and see if you qualify to join.