Crypto marketing is not as straightforward compared to more established industries where marketers can easily push effective campaigns based on the huge amount of data that is already available. In this new paradigm, building trust and visibility is a core part of the process given the fact that crypto is still being met with skepticism, alongside other industry-specific issues such as scams and token volatility.
The next section of this piece will delve into some of the key factors that crypto marketing agencies or in-house marketing teams should understand or leverage to build more reputable and trustworthy brands for their clients or employers.
The Difference Between Paid and Earned Media
For starters, crypto marketers ought to distinguish between paid and earned media. The former involves paying a publication or newswires/PR distribution services for placement while the latter is more of a direct pitch to seasoned reporters or journalists to feature a particular story. So, what’s different about the two other than having to pay for placement or not?
Paid media placements such as using a newswire for crypto press release distribution do not get as much visibility as earned media. This is because most of these crypto press releases end up in the ‘graveyard’ section of publications, getting very few views. On the other hand, earned media easily lands on the editorial page which means more views, quality and credibility.
While paid media is an efficient way of publishing less relevant news across many sites, earned media is more effective when it comes to building a trustworthy and credible brand.
Choose a Proven Crypto Marketing Agency
For in-house marketing teams tasked with outsourcing external partners, it is fundamental to conduct a proper due diligence of the existing service providers. Best Crypto Marketing Agency is one of the few reliable comparison sites, featuring the top crypto PR and marketing service providers currently in the industry.
But why is it important to choose a proven marketing partner? As mentioned in the introduction, the crypto landscape is a bit more dynamic, an already established or experienced crypto marketing agency is more likely to understand the intricacies such as market cycles, when to make major announcements and through what channels. Such details may seem minute but could make a huge difference with the right crypto marketing agency.
Layer Your Strategy: PR, Influencers, Community, Content
Crypto marketers also ought to have a layered strategy given that there are quite a number of content types and outreach channels. What does this mean? Simply put, it is mostly about developing a high-level framework that integrates both short and long term visibility tactics.
For example, one could choose to go the crypto press release way for key announcements, combined with a longer term visibility strategy that involves evergreen marketing content. Influencer marketing has also emerged as another key area in Web3 marketing, although it is important to mention the fact that it is more of a short-term hype strategy. Long story short, a layered marketing framework is one of the best ways crypto marketing agencies and marketers can identify what to focus on, when and how.
Conclusion
While crypto marketing may not be as easy, it is a seamless endeavor with the right information, partners and go-to market strategy. This guide is just a simple overview of the key factors but there are more nitty gritty’s that crypto marketers ought to be aware of in order to build organic visibility and long term trust for their brands.
Lynn Martelli is an editor at Readability. She received her MFA in Creative Writing from Antioch University and has worked as an editor for over 10 years. Lynn has edited a wide variety of books, including fiction, non-fiction, memoirs, and more. In her free time, Lynn enjoys reading, writing, and spending time with her family and friends.
