What is Crypto Marketing?
As competition among crypto ICOs, coins, mining, blockchain, and decentralized finance (DeFi) service providers increases, Crypto Marketing leverages Inbound Marketing to highlight a crypto firm’s unique differentiation to build brand awareness, generate leads, convert leads to sales, and drive online user adoption and loyalty.
Inbound Marketing is a specific methodology used to attract prospects and customers by creating valuable content and experiences tailored to the different stages of the buyer’s journey.
Examples of Inbound Marketing content used in Crypto Marketing Include:
- Topical blog posts, articles, and interviews
- Social media campaigns (Facebook, Twitter, Pinterest)
- E-books and offers
- Search Engine Optimized (SEO) website text
- Webinars, Explainer Videos, Demos, and Tutorials
- Case Studies & Whitepapers
- Opt-in Emails
- Guides & Checklists
10 Cryptocurrencies to Keep Your Eye on in 2022
With bitcoin and the increasing array of altcoins, here are a few popular cryptocurrencies being marketed today:
Binance Coin (BNB)
Crypto Marketing Considerations
Cryptocurrencies and decentralized finance (DeFi) have the power to democratize the global financial system and continue to revolutionize how people pay, receive payments, and invest. No new financial instrument from the past decade has drawn more excitement, skepticism, or confusion than crypto.
Crypto products and services are much more nuanced and complex than traditional financial instruments. With over 1,000 cryptocurrencies (also known as “altcoins”) in existence, the increase in supply and demand of cryptocurrency products and services is still growing, along with continued concerns over increased regulation and a general misunderstanding of blockchain technology.
This means that in Crypto Marketing, clear differentiation value messaging, complete access to education, trust-building subject matter expertise, and individual user support are key. And it all must be delivered at the right time, at the right place, in the right way -- within a secure and superior online user experience.
With Crypto Marketing, there are special considerations regarding paid search advertising that need to be accounted for, though Google revised its cryptocurrency ads policy in 2021.
An Inbound Marketing agency like Gate 39 Media which specializes in financial services marketing should always remain current on best practices in crypto marketing.
Crypto Marketing Services
A specialized Inbound Marketing Agency like Gate 39 Media can help crypto and blockchain firms with strategic, carefully planned marketing initiatives built on a proven process:
Strategic Crypto Marketing Discovery & Consulting
A cryptocurrency marketing strategy must be tied to core business goals and KPIs. A consultative discovery session with an inbound crypto marketing expert can help determine a strategic direction that supports business goals.
Crypto Campaign Planning
An inbound marketing expert can discuss what an integrated campaign infrastructure looks like, including all assets, timelines, deliverables, measurable KPIs, reporting expectations, and can advise on how to blueprint short and long-term campaigns and tactics, including paid vs. organic efforts.
Crypto Campaign Asset Design
Professionally designed campaign assets are key to ensuring a superior user experience (UX), which, in turn, supports higher lead conversion rates. Landing pages, eBooks, reports, case studies, guides, and other inbound content should be visually optimized by UI/UX design professionals for the best performance.
Crypto Campaign Execution
Successful campaigns often rely on teams to execute on all components of an Inbound Marketing campaign. Gate 39 Media’s skilled team of Strategists, Designers, Developers, Marketing Technologists, and Project Managers can help execute on all components of an integrated campaign to work in sync.
Crypto Campaign Measurement
A campaign should never be a “set it and forget it” effort. Successful campaigns must collect data to reveal what is working and what is not working. This is where a solution like HubSpot provides valuable campaign reporting tools -- which can tie directly into a CRM and support sales enablement processes.
Crypto Campaign Modification & Iteration
After campaign data is collected and reviewed, an Inbound Marketing team must continuously assess and advise on adjustments that can improve campaign performance – this can include A/B testing, modifying a call-to-action, changing body content, modifying design, or making audience segment adjustments.
Crypto Marketing ROI
Crypto companies that create valuable Inbound Marketing content tailored to each section of the buyer’s journey are excelling in growth metrics like marketing efficiency and sales productivity. Inbound Marketing ROI is well documented, and this combination of remarkable content and website engagement create a bedrock foundation for sales and marketing efficiency, effectiveness, and growth.
Crypto Firms That Benefit from Marketing
Inbound Marketing is beneficial to an array of financial services industry firms, including:
Crypto Trading Firms
ICOs, IPOs, SPACs
Mining & Operations
Wallets, Custodians & Escrow Firms
Crypto Lending & Borrowing
Startups & NFT Platforms
Why Crypto Firms Should Leverage Inbound Marketing
- Inbound Marketing can help deliver qualified leads to crypto companies’ sales teams
- Inbound Marketing ROI can be digitally measured by crypto firm marketing teams leveraging marketing tools for reporting and analysis, such as HubSpot
- Inbound Marketing content helps educate potential customers on complex cryptocurrency-related topics and supports subject matter expertise by crypto firms
- Inbound Marketing supports a better customer experience, which is key for crypto firms who seek to gain a competitive edge by optimizing the customer journey
- Inbound Marketing is a method for crypto firms to build content in support of long-term growth
- Inbound Marketing supports SEO for crypto websites – relevant content (blog posts, articles, eBooks) can help deliver answers to questions posted in search engines in the form of blog posts, articles, ebooks, videos, etc. and reward the sites that post it through better search rank
Key Components of Inbound Marketing for Crypto Firms
6 components of an Inbound Marketing Strategy that crypto firms should consider include:
Without useful, educational, valuable purpose-driven content, there is no way to keep and convert your leads. The content you provide website visitors should come in multiple forms: blog posts, guides, newsletters, whitepapers, case studies, testimonials, videos, webinars, and more. According to a HubSpot report, 53% of marketers say that creating blog content is their top Inbound Marketing priority.
If someone clicks call to action on your website (or even a paid ad they see), it’s important to have a focused landing page ready. Whether it is a form to fill out to download an offer, a subscription sign-up, or other “give to get”, the landing page needs to be optimized to create the best chance of conversion.
Social Media Marketing
Social media marketing is an effective means of generating visibility and engagement for financial firms. Social media offers a platform to engage with prospects and potential customers as well as nurture loyalty in customers.
Search Engine Optimization is the process of optimizing your website’s structure and content to rank organically in search engine results pages (SERPs). If your website features quality optimized content for SEO, Google’s web crawlers can identify and index your website’s content so it will appear for people searching for it.
While PPC marketing is a paid tactic, it is still considered Inbound Marketing because the ads appear when users are actively searching online. With paid search, you can pay to be at the top of search engines and bid on specified keywords to attract high-quality leads. With PPC marketing, you can target mobile searchers, adjust your budget, pause campaigns, and easily measure your marketing return on investment.
Email marketing involves providing content to subscribers and increasing customer retention and loyalty, all while directing traffic back to your website. Because you are providing valuable purpose-driven content that is valuable to your readers and subscribers, email marketing is considered a form of Inbound Marketing.
Steps to a Crypto Marketing Strategy
Basic steps to building a cryptocurrency-focused Inbound Marketing strategy that will attract, engage, and delight customers include:
Develop a Crypto Content Strategy
Crypto marketers seeking to execute an Inbound Marketing plan need a strategy. Strategy is the combination of things you need to do to hit one or more objectives, limited by time and resources. It’s what you set out to do to achieve some desired outcome with constrained resources over a specific timeframe. Conduct SEO research to identify key phrases that you can develop content around: such as blog posts, downloadable ebooks and guides, or other offers.
Know Thy Audience
Crypto marketers should define their ideal customer profile and buyer personas, along with the buyers’ journeys to develop relevant, useful content that solves the problems of their target audience at different stages of their journey.
Set KPIs & SMART Goals
If a crypto firm is working with an Inbound Marketing agency, together they can determine KPIs and SMART goals. SMART goals are specific, measurable, attainable, relevant, and time-based.
These can include Customer Lifetime Value (CLV), a number that reflects what a financial firm’s average customer is worth over the typical life of a business relationship. That number helps determine:
- how many new customers are needed to achieve goals and, to reach those goals,
- how many leads are needed, and
- how many visitors need to be driven to a financial firm’s website to get that many leads, based on average conversion rates.
Optimize Your Website
Every crypto marketer seeking to leverage their website within an Inbound Marketing approach must understand the essentials: a blog, calls-to-action (CTAs), landing pages with forms, and downloadable relevant content offers. It isn’t enough just to have these elements, but they need to be strategically placed throughout the website and include thank you pages and follow-up drip emails to provide those who download content with additional information and value and provide a customer-first user experience.
Leverage Social Media
A website is the digital center of the crypto marketer’s Inbound Marketing universe, the content and blog posts from the website should always be shared and promoted on social media channels -- such as Facebook, Twitter, Instagram, LinkedIn, and YouTube -- to “signal boost” the content and drive visitors back to the website to learn more.
Skills to Execute Crypto Marketing
Most successful Crypto Inbound Marketing strategies executed require a team of specialists with a range of honed skills to develop, streamline, design, execute, report, analyze, and adjust on campaigns within a crypto-focused strategy.
A Purpose-Driven Vision
The goals of an Inbound Marketing strategy should align with the overall financial organization’s goals. A financial marketer must be tuned in to the company’s short and long-term goals to establish a purpose-driven marketing strategy to support them.
Reporting is at the heart of measuring Inbound Marketing ROI, so a financial marketer must not only be able to successfully generate metrics and reports (using a tool like HubSpot), but they must understand and interpret factors behind performance to adjust and iterate accordingly.
Creativity & An Eye for Design
From designing landing page and CTAs to ebooks, ads, blog layout, email formatting and more – the most successful crypto Inbound Marketing campaigns must be attractive, professional, have appropriate imagery, and be branded correctly.
Crypto Inbound Marketing is comprised of many assets, facets, and details, so painstaking organization skills are a critical aspect of everyone involved in an Inbound Marketing Strategy.
It often takes a team to execute on a successful Inbound Marketing Strategy. From sales team input on Buyer Personas, to design of graphics, to review of content and social posts, collaboration across departments is essential.
Attention to Detail
A misplaced comma, a misspelled word, too much text, or an image that isn’t entirely on point – Inbound Marketing campaigns are reliant on a series of details to ensure all efforts are fully optimized. This is where a team of eyes can help provide oversight, review, and editing.
Content Writing Skills
Writing with SEO and keywords in mind is a skill necessary to an inbound content marketing strategy. Crypto firms can leverage internal subject matter experts or an external agency to help create relevant content.
A characteristic of a successful Inbound Marketing strategy for financial firms is consistency. Starts and stops in producing blog content, social posts, or refreshing outdated offers, can affect the outcome of a Strategy.
Patience & Knowing When to Pivot
Inbound Marketing is a marathon, not a sprint. Crypto marketers measuring ROI must know the fine art of giving campaigns enough time to work, be able to make key adjustments to optimize performance, or know when to pivot into a new direction.
Inbound Crypto Marketing Tools
To prove ROI on any Inbound Marketing campaign, results must be measured. Marketing software, such as HubSpot, can help automate tasks, measure effectiveness, help determine ROI, and provide real-time dashboard analytics and custom reporting on Inbound Marketing efforts.
A tool like HubSpot also provides a centralized location from which components of Inbound Marketing activities -- such as social posts, blog posts, emails, and landing pages with forms -- can all be collected into a single campaign with a full view of the metrics that campaign delivers. HubSpot’s Marketing Software and free CRM work as a unit to help turn marketing data into actionable sales insights. So crypto marketing teams not only can clearly justify their Inbound Marketing efforts through reports, but also support their sales teams.
Analyizing Crypto Marketing Results
Tracking metrics and analytics can help a crypto firm stay on top of changing marketing trends and adjust Inbound Marketing campaigns as needed. Every crypto firm should have a personalized report with data that is important to them. According to HubSpot, not all metrics should be treated equally. In fact, some metrics that should be tracked daily, others weekly, and still others monthly.
Metrics of Crypto Marketing
While there are key sales metrics that result from marketing, such new sales qualified leads, accounts opened, and deals closed, when it comes to campaign measurement, here are 5 Inbound Marketing metrics that matter most in crypto marketing using the Inbound Marketing methodology:
- Leads Generated
- Email Click-through Rates
- Blog Post Views
- Website Traffic Sources
- Social Media Activity
When to Hire an Agency for Crypto Marketing
Agencies can accelerate crypto marketing results when a firm’s own internal marketing team is short on strategy, specialized skills, time, and manpower.
Key Benefits to Hiring an Agency vs. In House Marketing:
- Save Time
- Accelerate marketing results and ROI more efficiently
- Save time on training a marketing team how to conduct Inbound Marketing
- Save Money
- No need to hire full time employees to fit each marketing role needed
- Leverage a large team with diverse skills with access to an array of technology
Why hire an Inbound Marketing Agency
The top 3 reasons to hire an Inbound Marketing Agency that specializes in crypto marketing are:
Expertise That Saves Time & Money
When a crypto firm hires a marketing agency, they want to hit the ground running and not waste time training the agency on what their business does and who they serve.
A specialized agency team will already know their business and audience and can help train and coach internal marketing teams as well.
Best Practices to Remain Compliant
Crypto marketing must be created with an eye towards compliance and regulatory approval.
An agency like Gate 39 Media that specializes in marketing for crypto and financial services firms knows this and understands how to collaborate with internal compliance teams.
Knows The Industry Trends
A specialized Inbound Marketing agency like Gate 39 Media has their finger on the pulse of industry trends, challenges, news, and evolutions in technology that can help inform and optimize marketing.
Because crypto carries special considerations, an agency should be versed in the latest best practices in search engine marketing for crypto.
Qualities to Look for in an Agency
If you are a crypto firm seeking to build brand awareness, generate leads, convert leads to sales, and strengthen customer satisfaction, here are 11 habits of a highly effective Inbound Marketing agency that you should know:
An Inbound Marketing Agency that successfully serves cryptocurrency firms will…
Offer the Right Services
Hire a marketing agency that delivers the inbound services that matter the most.
Presents a Clearly Defined Delivery Process
Hire an agency with a solid, proven, and logical plan of attack.
Conducts a Goal-Oriented Sales Process
A marketing agency's pitch should be tailored to your business’s specific challenges and goals.
Maintains a Website Optimized for Inbound
Hire a firm that can cite itself as a case study.
Presents Compelling Case Studies
Hire an agency with compelling examples of their Inbound Marketing prowess.
Showcases Their Specific Areas of Focus
Your agency should specialize, not generalize.
Teaches and Trains Your Internal Team
Hire an agency that knows how and wants to leverage your team’s industry expertise.
Key Capabilities Reside Either In-House or With a Trusted Partner
Hire an agency that can explain how it does what it does.
Possesses Strong Project Management Skills
Inbound Marketing is a serious production and the marketing agency you hire should want to run the whole show.
Places an Emphasis on Measurement
Agencies that measure everything succeed faster.
Your marketing agency partner should want you to see everything that they see.