Any investor will tell you that a bear market is a natural part of the investment cycle. But why do so many people opt out of their investments as soon as the market declines? Have we not yet seen the potential benefits one can reap in buying the dip?
The bear market is not only a time to buy low to anticipate selling high, but it is also the best time to reflect on your strategy. If you are not satisfied with your portfolio during the bear market, how will you take the bull (market) by the horns when the turnaround finally comes?
Bear markets
The bear market refers to a downtrend in the market when prices consistently fall and investors anticipate further declines. It is usually associated with high levels of skepticism and pessimism as investors become increasingly edgy about the prospects of losing their capital. This often leads to widespread selling, lower prices and further losses, which ends up creating a vicious cycle.
Being influenced by many factors, the market is inherently volatile. However, history proves there are always opportunities to discover and utilize — even during bear markets.
Surviving the bear market and preparing for what comes next
Review your target audience
Is your target audience still aligned with your message and picture of an ideal community? Suppose your business model or product has evolved. In that case, your marketing efforts will need to be adapted accordingly to ensure you are targeting the right audience who will resonate with your message.
Consider your channels
With the rise of digital media, there is an abundance of platforms you can use to reach your community. You need to determine which platform your target audience uses the most to direct your efforts with strategic and focused marketing material.
Content is still king
Your message needs to be compelling to pause the infinite scroll. No matter which channel you choose to reach your audience, your content must be compelling. Your marketing efforts are not the place you want to cut corners, so invest in high-quality content that will capture attention and drive conversions.
Focus on ROI
You will naturally want to see a return on investment to justify your marketing spend, so act not with caution but with focus. Make sure you track the right metrics and that your campaigns deliver results. If you do not see a return or media engagement of any kind, it’s your cue to make adjustments and ensure that your marketing is effective and persuasive.
Test your horizons
Don’t be afraid to experiment with new ideas and strategies because the bear market allows us to spend our time on the fundamentals. Aim to find what works for you, your company and your investors.
Acknowledge the bear
You and your audience are aware of the current situation in the market. Do not try to dress it down to your audience, but rather share your proactive approach relevant to current and future market trends. Your business model and marketing strategy need to be able to adapt and thrive in any market trend.
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Top five bear market marketing strategies
Establish your presence on social media
Twitter and Instagram are two of the most popular Web3 hubs, no matter what the market looks like. Most crypto, NFT, DeFi and GameFi enthusiasts use these channels to regularly engage with the community and get the latest updates about the space. By targeting these channels, your chances of getting noticed increase due to the high volume of users.
Accumulating a considerable following on these channels is associated with having an active and engaged community. It does not only boost your credibility but enlarges the end destination of all your marketing efforts.
SEO blogs and content
Search engines have been a go-to source for information for more than two decades, and no matter how far the internet evolves, users will always use these engines to get quick answers. Appearing on the first page of search engines includes optimizing your content by including relevant keywords, backlinks, images and other forms of multimedia.
By writing educational content, you can simultaneously increase awareness of your project and help out your readers.
Guest posts and referrals
An excellent way to get your name out there is by writing guest posts and contributing articles to popular publications. This will help you get more exposure to an audience who might not have heard of your project otherwise. You can also encourage referrals from existing customers, which will boost conversion rates and reduce investment costs—perfect for any market trend.
Create connections with industry leaders
Community is undoubtedly at the center of Web3, and when the bear market is at a peak, we are all experiencing it together. By connecting with industry leaders in and outside of your niche, you can create valuable relationships that are mutually beneficial in the long run.
Other industry leaders can also introduce you to their audiences, and you can return the favor. Collaborations are a great way to show audiences that there are opportunities to be found even when the market is at a low.
Final word
The bear market can be a challenging time for business, but what matters is how you approach it and use it to your advantage. If you think about it, the downtrend makes marketing easier because there is less noise that demands people’s attention or keeps them distracted. With enough preparations, reflection and the right marketing strategy, you significantly increase your chances of thriving during and after the bear market.
Bear markets are a natural part of investing, and they can provide opportunities for investors and marketers who are prepared. Use this time when there is not so much pressure or profit to return to your fundamentals and ensure they are rock solid.
Your perspective during a bear market will set you apart when the bull market reappears.
Tim stepped into the crypto world in 2017 and never looked back. He’s now CEO of crypto and Web3 marketing agency Lunar Strategy.
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.
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