Marketing strategies for your crypto start-up

Hear from Itai Elizue, COO and Partner at MarketAcross on What’s on the Block? talking about creating effective strategies to successfully market your crypto start-up.

MarketAcross offer complete marketing solution for blockchain projects specializing in SEO, PR and Online Reputation Management through content marketing.

Are there any differences unique to crypto that people need to be aware of when creating their marketing strategy?

Everyone is going to have an opinion, which might be quite negative. You need to acknowledge and understand the awareness of over-promising in the crypto industry before you build your messaging and business.

Does marketing in the traditional sense work for crypto marketing?

Being super data driven isn’t a very effective approach because people are harder to track in Web3 – they might be using different VPNs or proxies.

It’s about telling a story and getting someone engaged – and making them understand why this means something to them. The KPIs need to be achievable as well – the main one should be getting people into the community and engaging with them in that space.

What are the most effective tactics for crypto marketing?

Building the community and getting people involved early on – in Web2, when social media started, we’d follow brands like Nike but now people want to be personally connected to the idea of a brand, and get benefits for engaging with them.

Meta announced in December that it had expanded its advert eligibility terms, making it easy for cryptocurrency and blockchain companies to advertise their product. Have you seen much of an impact as a result of this?

I don’t see Facebook being a very Web3 open-source company – two weeks before their own blockchain was announced they banned ads and marketing for crypto on Facebook. So, I’m not very optimistic about that.

How effective is influencer marketing in crypto?

I’m not a fan of influencer marketing – they might be good for token marketing, but in terms of actively promoting a real company and product I think it is less effective. A developer isn’t going to choose to build a protocol because he saw P Diddy tweeting about blockchain.

What is your final piece of advice for companies that are interested in moving into this new age?

Study what works and what doesn’t – everything in this space currently has been tried by several people in the past and has failed, so really do your homework, and understand what succeeds and what doesn’t. The beauty of crypto is that it’s all open source and a lot of code is written that can been used and adapted.