NFTs have become a massive deal in the last year, and using the right NFT marketing strategy is crucial if you want your NFT assets to stand out from the crowd. The NFT art scene is awe-inspiring, with significant sales scheduled for 2022. The most successful NFT projects have succeeded due to effective promotional campaigns. This increased competition only emphasizes the importance of NFT marketing.
Many of the standard NFT marketing rules and strategies apply when marketing an NFT. Even so, it’s important to note that NFTs are rooted in the digital world. The most effective way to market them is through communities and people. Successfully promoting a new NFT is all about relationships and, by extension, hype. NFTs can also be used as marketing tools, with many companies dabbling in the crypto and NFT markets. Furthermore, celebrities have begun to promote their projects by releasing NFTs.
There are many different kinds of non-fungible tokens (NFTs), and they all have one thing in common: they are all one-of-a-kind.
However, since there are so many NFTs, they aren’t valuable just because they’re one-of-a-kind. More than anything else, the NFT marketing strategies that you adopt are what will ultimately determine the worth of your NFT. After all, even a great work of art isn’t worth much if it doesn’t get enough attention and exposure to entice people to buy it.
A great way to think about NFTs is to compare them to works of art. A piece of art, for example, may not be worth much if no one knows about it. The value does not skyrocket without exposure and some degree of rarity and hype. Of course, NFTs are more complex and constantly evolving, but the importance of NFT marketing cannot be overstated. In essence, NFTs can benefit from marketing and use well–thought PR strategies to promote a brand, company, or group.
An overview of NFT marketing
NFT marketing is designed to promote NFT projects and attract a large number of buyers or collectors. Marketing your NFT is an excellent way to get started in the NFT world and build a solid business model. Ideally, NFT marketing should include social media marketing, email marketing, forum marketing, influencer marketing, and content marketing.
NFTs have the potential to become extremely valuable very quickly. NFTs are now more mainstream than ever before. If you want to get the ideal bids, artists, and companies, you will need a comprehensive NFT marketing strategy to promote your work and build excitement around your projects. The NFT market has become flooded and crowded due to its growing popularity. This has led to greater competition among vendors and resellers. If you want to sell your pieces, you must differentiate yourself and show people why they should purchase your work. This is especially true if you’re going to sell your NFTs for a high price. You must also spread the word and make it easy for people to find your work.
This is the point at which your marketing strategy comes into play. Marketing is all about increasing sales as well as identifying and communicating with a target audience. It’s also about trying to direct audiences toward your ultimate goal, which in this case is a bid on your NFT. However, before you begin promoting a specific NFT, you need a strategy or a roadmap. This ensures that you’re optimizing your resources and getting the most out of your NFT marketing efforts.
The most fundamental aspect of NFT marketing is that the product you are marketing is not similar to those of your competitors. With NFT-based protocols, the collectible must adhere to solid fundamentals to ensure that the product stands out from the crowd. Brand differentiation can be achieved by optimizing the site and incorporating an immersive experience into the User Interface while keeping things visually appealing. In addition, a catchy website description is essential for attracting users and explaining why you started a particular project. Fueling the NFT website development with massive amounts of content is not worth it. Instead, adhere to the principle of “less is more.” In other words, you need to explain the features in as few words as possible.
How to create an NFT marketing strategy
1) Identify your target audience
One of the more pervasive mistakes marketers make is promoting their products to everyone everywhere. This can be a massive waste of resources. It also prevents you from developing forging closer relationships with the potential clientele who are most likely to buy what you’re selling. How can you connect with and persuade your target audience to buy your NFTs if you don’t know who they are? When identifying the target audience, your approach should be strategic, especially if you have limited resources.
Another potential strategy to identify your audience is by creating buyer personas.
Buyer personas are semi-fictional, statistical representations of your ideal customers. They help you stay focused on qualified prospects. They also support product development to meet the needs of your target customers and guarantee that all work across your organization is coordinated (from marketing to sales to service). As a result, you’ll be able to drive high-value visitors, leads, and customers to your business. Once you’ve built this initial traffic, you’ll be more likely to maintain it over time.
More specifically speaking, having a thorough understanding of your buyer persona(s) is essential for driving content creation, product development, and sales follow-up. Basically, developing buyer personas is a big part of customer acquisition and retention.
At its most basic, creating personas enables you to create content and messaging that appeals to your target audience. You can also target or personalize your marketing to specific segments of your audience. Rather than sending the same (and potentially repetitive) lead nurturing emails to everyone in your database, simply segment by buyer persona and personalize your messaging to fit what you know about each persona.
Buyer personas, when combined with the lifecycle stage (how far along someone is in your sales cycle), also allow you to map out and create highly targeted content.
2) Determine the best channels to connect with an audience
Once you’ve determined who your target segments are, you’ll need to figure out how to communicate with the right target audience. This may be more straightforward if you already have a following on specific social media channels. However, if you’re just starting out and you want to gain more engaged followers, here are some pointers:
Reddit, Discord, and Telegram all have a sizable number of crypto users and communities. If connecting with other NFT creators, buyers, and enthusiasts is one of your top priorities, you should be active on these platforms.
Clubhouse: NFTs, cryptocurrency, and Defi are all popular topics on Clubhouse. Clubs such as NFT and NFT.tips are excellent places to interact with the NFT community, contribute to the conversation, and receive expert advice.
Facebook – Facebook has the highest number of monthly active users of any social media platform. While Facebook is known to cater to the older generation, 86% of people in the 18-29 age range use it. Official NFT Marketplace and other Facebook groups are excellent for community building and NFT promotion.
Instagram – Instagram, which has 500 million active daily users, is most popular among young adults aged 18-29, Instagram’s demographics are pretty balanced between men and women. Since 83% of Instagram users report having discovered new products and services on the platform, it’s an excellent place to start a business page.
Twitter – Twitter is the best platform for sharing quick updates or announcements, as well as communicating directly with your followers by responding to their Tweets. Shares, retweets, and mentions are excellent ways to gain visibility. However, keep in mind that users spend the least amount of time on this platform (about 3 minutes per session). For this reason, you must strategically plan your posts.
LinkedIn – LinkedIn could be a valuable platform for developing your brand and connecting with high-value investors. LinkedIn is primarily used by most male 25-34-year-olds from the middle and upper-middle classes. There are also many NFT and cryptocurrency groups on the platform.
Steemit – Steemit is a blockchain blogging and social media platform that rewards users for creating and posting content with the cryptocurrency STEEM.
Rarity. tools – Rarity Tools is best described as a platform that ranks and discovers new NFT projects. The platform provides a plethora of information on NFT collections, including rare assets. This makes it an excellent resource for pricing your NFT. They also have a section for upcoming NFT drops with information on drop times, mint prices, and social channels for new projects. This is a well-known website for locating the next best NFT.
3) Create content for all stages of the buyer’s journey
The buyer’s journey can best be summarized as the active process that someone goes through before making a purchase. The main steps, as seen through the eyes of an NFT marketer, are as follows:
- Trigger & Awareness: The prospect wants to learn more about NFTs and acknowledges the possibilities for developing, buying, and selling NFTs.
- Consideration: A prospect has learned enough about NFTs and compares different creators and purchasing methods.
- Conversion: A prospect makes a final decision and purchases the desired NFT.
- Delight & Advocate: A prospect has already purchased or bid on your NFT. Your goal is to make them feel appreciated so they will become a repeat customer and share your work with their friends.
The buyer journey can be a little bit different for everyone. Someone, for example, may come across your work on an NFT marketplace platform and decide to purchase it. Another person, on the other hand, might see one of your Tweets, read details on your website, scan a blog post about NFTs, and then decide to bid on your work. Before making a purchase, most people need to interact with your brand several times. To persuade someone to buy your NFT, you’ll need to create different types of content at each stage within the buyer’s journey. Your goal is to raise NFT Awareness, attract contacts, engage with them, and delight them once they become customers. Here are some ideas for content for each stage of the buyer’s journey:
Awareness: You want to inform your audience. Assume that people at this stage know very little about NFTs or your specific work. Think about educational and informative videos, blog posts, and social media posts that you can create to get them more familiar with your project. Possible topics include who and what you are about, what makes your NFT special, and how to get started with cryptocurrency.
Consideration: You want to establish yourself as an expert. Buyers at this stage are likely to be familiar with NFTs, so your content can be more complex and specific. Content ideas include a step-by-step guide to creating and selling an NFT, an in-depth look at different NFT selling platforms, a behind-the-scenes video of how you made your newest NFT, a blog post sharing your advice to people just getting started in the NFT community, and social media posts promoting your specific NFTs.
Conversion: At this stage, you want to demonstrate why your work is superior to your competitors. This is where you reiterate why people should invest in NFTs, specifically, why they should buy your work. Promotional posts, such as the Jose Delbo and live Q&A sessions and giveaways, make excellent content for this stage.
Delight: You want to keep interacting with customers at this stage, otherwise you might lose them to the competition. The goal is to turn your audience into advocates who will share and promote your work on your behalf. At this stage, personalized content, such as a thank you email, an exclusive discount or a social media shoutout works exceptionally well to help connect with customers.
Pressfarm’s PR professionals will assist companies in creating newsworthy content that can be distributed to media professionals. This content can also be shared with the brand’s target audience and published on their owned channels. The expert writers and PR specialists at Pressfarm have experience creating from email pitches and press releases to guest posts and press kits. The team at Pressfarm knows how difficult it can be to get relevant content in front of journalists, influencers, and audiences. For this reason, they’ve developed a refined distribution strategy to ensure that this content reaches the right people when it matters most.
4) Collaborate with influencers
Influencers can be found on almost any social media platform, but YouTube, Twitter, Instagram, and blogs are the most popular platforms for cryptocurrency influencers. Connecting with the audiences of NFT influencers can help you get more exposure for your project.
Influencer marketing is considered a hybrid of traditional and cutting-edge marketing strategies. It combines the concept of celebrity endorsement with a modern content-driven marketing campaign. The primary distinction in the case of influencer marketing is that the campaign’s outcomes are collaborations between businesses and influencers. An influencer is slightly different from a celebrity. Simply put, an influencer is a person who has the authority, knowledge, position, or relationship with their audience that allows them to influence their purchasing decisions. The opinion of an influencer is respected among their audience members. Therefore, if an influencer speaks well about your NFT project, their audience will take your project more seriously.
Some advantages of influencer marketing include; increased sales, social proof, and direct connection with audiences. Analyzing influencer marketing data can help you understand its effectiveness. Businesses have actually reported earning $18 for every $1 spent on influencer marketing. In reality, this figure is much higher for many brands. The actual value will vary depending on how much you invest in influencer marketing and the effectiveness of each campaign, but the ROI is undeniably high.
Regardless of the type of business you run, influencers can help you build much-needed social proof so that you can build a positive and attractive brand identity. As humans, we want to fit in, so we tend to follow the crowd. In other words, we have an irresistible urge to be accepted by others. We are naturally drawn to things that other people are interested in. Social proof is the vote of confidence you get from an influencer (in essence a popular person) that leads other people to follow the influencer’s lead by checking your product out with the final goal of buying it. This is particularly effective when you have a broad influencer marketing strategy. Influencers can boost your social proof dramatically. Followers will trust influencers’ opinions more than the opinions of most other people, just as they would trust a friend’s opinion over that of a stranger.
Finally, influencer marketing can help you to sell your products on social media. In order to sell these products, you need to get your message in front of your target audience, which hasn’t always been easy. Influencer marketing addresses this issue effectively by putting your message in front of your clients on a platform they use daily.
5) Utilize cross-promotion tactics
It’s common for projects to collaborate and offer special promotions to people through giveaways. Giveaways are especially used as a marketing tool between two brands that are collaborating on a promotional campaign. As an NFT developer, you can team up with another developer to host a giveaway. This boosts engagement within your communities and generates additional social media buzz for an upcoming launch or existing collection. To pull this off smoothly and boost participation, you should encourage users to like, comment on, and share your posts. Since collectors are typically devoted to a single NFT community, collaborating on a new project can increase engagement tenfold.
6) Incentivize referrals
Giving unique benefits to early adopters or promoters of your project is an excellent way to raise brand awareness. Offering incentives and inviting new members to social channels like Discord are effective tactics that have recently been implemented in upcoming projects. One of the most effective incentives is pre-sale access, allowing investors to purchase and mint an NFT before the public sale. This enables buyers to avoid competitive drops and secure a spot in the market.
7) Use email marketing
Emails can be used to welcome new and old users, inform your audience about your NFTs, send exciting content, and generate buzz about your next drop. Email campaigns are an excellent way to guide prospects through the buyer’s journey. Mixmax is one of many complimentary email services that you can use to set up email lists and automated workflows.
Email marketing has been around for a long time, and with good reason. Email marketing is the most direct and effective way for businesses to connect with leads, nurture them, and convert them into customers. In fact, it consistently outperforms all other marketing channels. Email marketing promotes a company’s products and services while rewarding customer loyalty. It also allows businesses to notify subscribers about new products, limited-time discounts, and other services. It can also be a softer approach than direct marketing. This is because it allows you to educate your audience about the importance of your brand and to keep them engaged in the long run.
Despite the rise of social media as a means for businesses to market their brand or products, email marketing is far from obsolete. Emails play an essential role in the growth and management of a company and can take the shape of anything from newsletters to order confirmations and everything in between. Let’s take a deeper dive into some of the advantages of email marketing.
First of all, email marketing can generate higher conversions. If you plan to launch a sale or promotion, you can drive sales by sending an email marketing campaign to your subscribers. Additional email marketing strategies that have been highlighted to increase conversion rates include: sending a discount or special offer via birthday/anniversary emails, welcome emails, or re-engagement emails, and sending abandoned cart emails when a visitor leaves their cart on the company’s online store.
Secondly, email marketing can increase brand awareness. What’s great about email is that it enables businesses to communicate directly with individuals. It’s the pinnacle of one-on-one interaction.
Email marketing is especially successful because people don’t just let anyone into their inbox these days. Rather, one’s email inbox is a carefully curated environment where people can discover their favorite brands and publications. The ability of your brand to appear in someone’s email inbox will help you stay top of mind.
Last but not least, email marketing can help increase brand loyalty. Email drives customer loyalty at every stage of the buyer journey, including lead nurturing, conversion, onboarding, and retention. It’s an effective tool for community building, especially if a company can create excellent newsworthy content that subscribers look forward to receiving each week.
Examples of NFT marketing campaigns
1) Australian Open: Real-time engagement
This year, the Australian Open is taking a metaverse approach, with electronic line calling technology-enabled NFTs that allows fans and supporters to own the moment in real-time.
The 6776 generative art pieces created for the AO Art Ball collection have been designed to provide unprecedented virtual access to live match data and memorabilia. Each AO Art Ball’s metadata will be linked to each tennis court surface’s 19cm x 19cm plot. If the winning shot from any 400+ AO matches lands on a well-placed plot, the NFT metadata will be updated in the system in real-time with the audience to coordinate with the match information.
When one of the 11 championship points settles on a plot, the NFT owner of that plot has the option of trying to claim and receive the championship point’s tennis ball. This ball is stored in a unique handmade case. Furthermore, the NFTs will be useful for limited edition wearables, AO merchandise, and other benefits.
The AO Art Ball collection consists of generative art, an algorithmic combination of various color schemes, patterns, and textures. 22 AO Legend designs have been handcrafted from historical AO artwork, such as the ‘Serving Man’ silhouette, which debuted at the 1997 Australian Open. Furthermore, AO Art Balls include over 160 NFTs from the AO Artist Series, including designs by local and international artists created specifically for the 2022 tournament.
2) Dolce and Gabbana: Mixed Reality Experience
Boson Protocol made NFT history in September 2021 when it acquired The Glass Suit, designed by Domenico Dolce and Stefano Gabbana. It was part of Dolce & Gabbana’s Collezione Genesi, a nine-piece luxury drop exclusively curated by UNXD, an NFT marketplace. The items are available both digitally and physically.
Boson won the auction with a bid of 351 Ethereum (ETH), or $1 million. As an NFT, the Glass Suit includes a number of digital and physical experiences, such as its virtual recreation in an open metaverse. An NFT owner can also enjoy a custom fitting at the Dolce & Gabbana atelier in Milan, access to couture events in Italy, and two two-week exhibitions in the fashion brand’s stores.
3) “Celebrity World Pong League” – Post Malone
Post Malone and Dre London worked together on a crossover event, releasing “Celebrity World Pong League” NFTs on the platform Fyooz, which is well-known for issuing NFTs to musicians and athletes. The NFTs were named after Malone’s popular Facebook Watch Series. Fans who collected enough NFTs were allowed to play pong with the rapper. Post Malone’s concert streaming service will also start minting NFTs on Fyooz. These NFTs will serve as a memento of the concert experience and grant owners access to exclusive events.
4) Lloyds Auctions: Sales Promotion
In December, Lloyds Auction released the second edition of Digicars art as NFT collectibles in Australia. The artwork was created in the shape of a Holden Torana A9X classic car and a factory-built 1977 automobile proven to be a highly collectible and valuable Aussie muscle car.
The Torana NFTs debuted last September, following Lloyds’ first NFTs representing another classic vehicle, the Ford Falcon Phase III. The NFTs launched as more than 50 physical cars were auctioned off at Lloyds Auctions in December, all of which were utterly unreserved. These ex-collectibles fetched up to $50,000 each. Owning the NFTs entitles you to Lloyds Auctions shopping discounts, a framed photo of the digital NFT, and an ICAARS certificate of authenticity.
5) Sunny Skin: Next-Gen Influencer NFT Marketing
Sunny Skin, an Australian beauty brand, was inspired to launch its first NFT collection in the metaverse by the desire to build influence and community.
The ‘Aussie Angels’ NFT collection is based on iconic Australian animals and made its official debut on the Openseas.io NFT open marketplace on 1 November 2021 with the first digital character, Kali the Koala. Sunny Skin co-founder Danielle McDonald told CMO Kali that the Koala is meant to be a digital influencer and a brand character in the metaverse, embodying the brand’s values, look, and feel.
The company’s SPF50+ product is associated with Kali the Koala. It is aimed at women in their twenties to forties who understand and prioritize sun care, enjoy an active outdoor lifestyle, are concerned about toxins and chemicals, skincare, are health conscious, and are drawn to advancement.
6) Bratz Collectible Cards
Bratz recently released NFTs in digital collectible cards on the WAX blockchain to appeal to older fans’ nostalgia. The cards featured both first-generation and newer Bratz dolls and were available in five different rarity levels. The most valuable card featuring the doll Shimmerin could be redeemed for a physical Bratz doll. Collectible card owners also have an advantage in the new Bratz Lookz game.
7) Adam Bomb Squad
The Hundreds, a well-known streetwear brand in Los Angeles, has recently entered the NFT market. Their Adam Bomb Squad collection includes 25,000 unique bombs and backgrounds from the brand’s two decades of history. Each bomb and background tells how that particular design was created and integrated into the brand.
8) Nike’s CryptoKicks
Whatever nomenclature you prefer, athletic footwear is not only a mainstay of the fashion industry but also one of the most sought-after classes of collectibles on the market. Sneakers, tennis shoes, or kicks are all examples of footwear. A prototype pair of Nike Air Yeezys worn by Kanye West recently sold for $1.8 million at a Sotheby’s auction, setting a new record for a single sneaker sale. It checked all the boxes for what collectors look for in their collections: rarity, appearance, and nostalgia.
A new frontier is emerging amid an explosive digital collectibles market that is increasingly moving into crypto.
Nike patented shoes as NFTs, dubbed CryptoKicks, in December 2019. Nike developed digital cryptographic assets for footwear, allowing users to exchange digital shoes on a blockchain. Each asset includes a digitalized shoe and shoe ID code. CryptoKicks was created to combat the counterfeit sneaker market by allowing customers to ‘breed’ different shoes together, resulting in a customized pair that can be designed and built-in real life.
Although Nike’s entry into the NFT space ensures genuine evolutions in the digital sneaker game. The Swoosh is not the first player to enter the fray: the similarly named CryptoKickers launched online in March, promising “footwear for the new world”. They’ve already sold over 300 pairs of digital kicks and recently announced a new collaboration with NBA veteran Wilson Chandler to create an entirely virtual footwear line.
Like an increasing number of collectors, Chandler became intrigued by blockchain technology. He discovered combining the two with CryptoKickers, becoming a commercial and creative pioneer. “It was a no-brainer to collaborate with CryptoKickers as soon as I discovered them,” said the 13-year NBA veteran.
9) Pringles’ CryptoCrisp
Pringles joined the NFT party by developing CryptoCrisp, an entirely digital flavor. Only 50 versions were made, each costing $2, or about the price of a can of physical Pringles. However, bids for a can of CryptoCrisp quickly reached $600.
The CryptoCrisp virtual flavor is now available on Rarible for 0.0013ETH (approximately $2 USD), the average price of a Pringles can. The “flavor” is a 10801080 MP4 file that depicts a spinning golden Pringles can with Crypto-themed chips. It is important to note that all sales proceeds will go directly to the artist.
NFT mania seems like it’s here to stay, especially as celebrities and major brands continue to develop and market innovative NFTs. NFT creators and sellers will need a strategy to stand out as cryptocurrency, digital assets, and NFTs become more mainstream. When it comes to NFTs, the possibilities are practically endless.
With the right PR and marketing strategy and a little patience, you can successfully launch your NFT in front of the right audience and stand out from the crowd.
While promoting your NFT is crucial for its success, all these tasks can get laborious, especially if you still need to dedicate some time to improving your NFT project. If you’d rather leave this to the experts, you can collaborate with PR agencies that have experience with SEO to make your NFT website rank higher in search engines. SEO can drive relevant organic traffic to your website and improve your chances of selling your project.
Pressfarm works with NFT startups and companies of various sizes to create quality content that they can distribute to media professionals or publish on their owned channels. The Pressfarm team has experience with creating winning press releases, engaging guest posts and eye-catching media kits that can boost your brand image.
This team of PR specialists can also help improve your SEO with an effective distribution strategy. By submitting your content to the right media outlets, startup directories and professional networks, Pressfarm can ensure your project ranks in relevant search results across different search engines. Once you sign up, their Account Executive will also create a customized media list containing the best media professionals in your niche. When you combine this with Pressfarm’s media database of 1 million+ journalists, bloggers, and influencers, you’ll be able to do extended media outreach for your brand for up to a year.
With an affordable package from Pressfarm, you can get your NFT project the publicity it deserves.
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