Blockchain startups appear regularly, and most try to make themselves known with the help of ICO. At the same time, ICO specialists note that the investor has become more discriminating and startups are much harder to win his attention than before. Against this background, the promotion of ICO and all methods related to it are developing more than ever quickly. What kind of techniques are applying now? Will they work in the future? We will describe in this article!
ICO promotion: how to find and attract investors
The ultimate goal of the startup ICO is the last item. However, to implement it without implementing the first three is impossible, and the campaign to promote ICO is based on the consistent implementation of these points.
Conventionally, the actions of a startup in the framework of ICO promotion can be divided into search actions and actions to attract investors and they consist of the following
Promotion of ICO: the main methods and channels of investor search
When the target audience is defined, the main task of a start-up is to find among all those interested in the project people who are willing to invest money in it. The selection of suitable advertising sites and communication strategy is aimed at exactly that.
When promoting ICO, a communication strategy is based on the fact that a startup or its team members need to communicate as positively as possible with the maximum number of potential investors. There are several options.
Promotion of ICO: how to attract the attention of investors in a competitive market
For example, advertising (a) is obliged to attract the attention of the investor, (b) should indicate the merits of the product, (c) may explain why it is profitable to invest in a product.
Advertising does not always perform even the first function. Combining all three functions is a aerobatics, which attracts several times more investors than advertising, which simply draws attention.
Rating agencies can also play to attract investors. It is necessary to tighten the figures so as to get a high rating in a popular agency.
Communication provides even more opportunities to directly attract investors. Especially effective is the communication approach in pre-establishing connections and creating an image in a crypto community.
For example, it is not enough to provide product advertising in the Facebook feed — you need to make sure that people who have never heard of cryptocurrency and investors who have already invested in ICO become interested in it.
There must be words familiar to an ordinary person and causing him confidence in advertising, there must be an element that arouses his interest, there must be an incentive to learn more about the phenomenon. At the same time, it is necessary to point out the merits of ICO for an experienced investor, for a novice investor and for a cryptographic user in general.
The message should be noticeable, but not defiant elements on the chart should be placed taking into account the psychological perception of information and so on. Advertising will not work without the above mentioned. This is just one example, and there are hundreds of such trifles.
The same goes for branding and legal subtleties. All of the above should work people who understand each of these areas. Otherwise, the ICO has no chance of being supplanted by projects that the listed specialists have attracted.
The competition in the field of ICO is huge, and a queue of interested investors is collected by those who have influenced both emotions and the mind of investors from all sides and to the maximum.
ICO promotion: how advertising prohibition and ICO regulation will affect
Many startups today are concerned about the prohibition of advertising ICO and cryptocurrency in search services and in some social networks (on the same Facebook). The interest of the regulators in the ICO does not add optimism, as it seems to exclude the smallest investors.
Of course, in the conditions of prohibition of advertising ICO in search services and social networks, these search engines and networks will not give the same result. However, they are unlikely to be used at all.
Today, ICO is advertised openly in articles – tomorrow it will be advertised in the same articles, but not openly. SEO marketers will change the SEO parameters needed to get the right articles to the top, and information about ICO will be available in the same articles written differently.
Another thing is that it will be much harder to bypass the ban on direct advertising – it won’t make sense to bypass it. The same applies to direct advertising in social networks.
Indirect advertising in social networks against this background is likely to develop much more. There will be no “suggested communities” in the user’s feed — there will be people providing these advertisements based on past bounty and airdrop.
Of course, due to the inexperience of the majority of participants in the bounty and airdrop campaigns, many comments and posts will be classified as spam and deleted. However, to talk about the complete disappearance of advertising from social networks and search engines can not be. It just becomes the most indirect.
As for the influence of regulators, their possible limitations are, in fact, reduced to ensuring the safety of investors, namely, to registering a company, having a full package of documents, legal support, independent analytics, and so on. All this is the criteria for a promising and reliable ICO.
By the time the corresponding regulatory assets are created, most startups that rely on maximum investment and further serious work will probably come to their own when these requirements are met.
On the other hand, the binding nature of these requirements will make their fulfillment in the eyes of investors less valuable than they are now. So, startups will have to focus on the benefits of the project, and not on the safety of investment. Apparently, such a shift in emphasis may be a consequence of the regulation of ICO.
The promotion of ICO uses well-known marketing strategies that are characteristic not only of the cryptosphere. IPO companies promote their product in a similar way, the differences is only in more extensive documentation and more extensive analytics from independent experts.
At the same time, we see that the bundle of ICO project documents is constantly growing. Independent analytics are developing on the ICO market. Obviously, sooner or later, ICO startups will be equal to their counterparts, therefore, the methods of promotion will also be equal.
However, it is unlikely that work with small investors will come to naught, because large investors meet where small ones are concentrated, which means that promotion on forums and in social networks will still make sense, just a little less.