11 Things Euro Digital Partners learned from marketing ICOs in 2018
14 March 2018
Euro Digital Partners has had an overwhelming response to the current initial coin offering explosion. We started thinking about the world of blockchain/cryptocurrency marketing. As you might expect when a new type of investment becomes available, the topic on most investors’ minds in 2018 is still the initial coin offering (ICOs), which really went from near-zero interest to multi-billions in investments over the course of the last year. Euro Digital Partners has provided advisory services for multiple ICOs, and we have found a few strategies that work well, and a couple that do not. Be sure to check out our special page for ICOs on the EDP website .
Here is the Euro Digital Partners 11-step checklist for marketing ICOs:
4. Community Management. The moment you announce your intentions to begin the ICO process, your firm will be inundated with messages from people all over the world, most of whom are not serious token buyers. But some of them may be, weeding out the VIPs from passively interested individuals is useful. Part of the art of the sale involves proficiency in the relevant social media channels. So, we are talking about management of Telegram, Facebook, Twitter, and various other ICO forums in which you will want to be actively engaged.
7. Ratings. In the world of ICOs, ratings are like most opinions: important to those people who are more inclined to agree, and useless to those who are not. Still, most investors want to see some sort of analysis (usually free to them) before they invest. More shrewd investors will do their own due diligence. Identifying the websites that rate ICOs and then influencing them to provide a high rating is an often-overlooked step in ICO marketing.
8. PR. ICO marketers should plan to get the ICO mentioned in at least 100 media publications. Strategically selecting which ones to target and plan accordingly is key. Obviously, the best option for your firm is to develop a genuinely novel technology that will get free coverage by the tier-one global publications. That is ideal because it will trickle down to small trade publications that ICO investors will also be reading.
10. Influencers/Thought Leaders. This step starts long before you even think about an ICO. The best ICOs are done by those who are recognized as leaders in their fields. For that, it’s important to write thought leadership papers (and publish them), and get influencers to talk about your product as well. Now there is a whole field of marketing dedicated to influencers, and it’s largely happening online. Finding the right people to talk about your ICO will be key not just for raising awareness, but providing a basis for which investors can feel confident in your leadership abilities.
Looking at this list, it is easy to become overwhelmed by the complexity and the scope of the ICO marketing space. Rest assured, firms like Euro Digital Partners understand this area and can engage your firm in varying levels of advisory. Be sure to check out our ICO page for more information as we make it available. Good luck!