When it comes to promoting a blockchain project, traditional PR tactics may not be enough. The complex and often misunderstood nature of blockchain technology, coupled with legal concerns surrounding cryptocurrency, can make it difficult to attract investors. That’s why a well-crafted blockchain PR strategy is essential for building trust and credibility with potential investors. By effectively communicating the benefits and potential of your project, you can increase your chances of success in the competitive world of blockchain.
It’s critical to not only properly design your campaign but also ensure that you implement it correctly. This is crucial if you want to guarantee that you will reach as many people as possible and get the funds you need.
In this article, we will look at some tips on effectively doing blockchain PR.
1) Start early with your SEO
This is an essential part of any blockchain PR effort that is often disregarded in favor of other strategies designed to generate buzz and build traffic for your project. SEO is usually overlooked because it takes time to see results. This doesn’t mean you shouldn’t use SEO; it just means you should get started as soon as possible.
SEO stands for “Search Engine Optimization,” which is the practice of increasing the volume and quality of website visitors by employing a range of strategies to increase your company’s search ranking. Google, for example, uses 200 distinct parameters to rank websites and place them in specific positions on their search engine.
To get started with SEO, make sure your website has at least 350 words per page so that Google doesn’t assign a low value to it. Furthermore, you should strive to develop long-form material connected to your project as soon as possible to obtain backlinks to your website.
Increasing the number of backlinks to your site will help you enhance website traffic and attract more interested people to your services. Another technique to help you gain more backlinks to your site is to write guest posts for a variety of sites regarding common challenges in the space and how your blockchain project will address them.
The following are some common sites to publish guest blogs in the blockchain field.
- CoinTelegraph
- Forbes
- CoinDesk
- CryptoNews
If you don’t have the time or skill to do it yourself, you can always hire a professional blockchain marketing agency to handle it for you.
Pressfarm is a PR agency that has experience working with crypto startups to create newsworthy content and distribute this content to media professionals and influencers within the industry. Armed with a team of PR specialists, expert writers, and certified designers, Pressfarm can create everything from email pitches and press releases to guest posts and media kits to help you gain the media coverage you desire. Beyond that, they will also handle the distribution, and monitoring of the content while also working closely with you to make sure that your unique knowledge and passion for the industry is not forgotten along the way.
By submitting your content to the right media outlets, professional networks, and startup directories, Pressfarm can boost your online presence. This distribution strategy is designed to help you stand out in relevant search results across different search engines including Google, Yahoo, and Bing!
Finally, as a Pressfarm client, you get custom media lists built personally by an account executive who curates these lists with the best media contacts in your niche. Additionally, you get access to a media database of 1 million+ journalists, bloggers, and influencers. With these contacts, you can continue to do extended media outreach for your crypto project for up to a year.
2) Make sure your PR is honest
We’ve just discussed the importance of employing SEO and guest posting on publications. While you’ll want to create as much excitement as possible around your initiative, make sure your PR is truthful and that you’re not overselling yourself or your solution.
The first reason for this is that investors and even casual crypto aficionados have grown accustomed to seeing initiatives that claim to transform the world. In reality, they only stand to affect a small part of it. You should include statistics to support the seriousness of the problem you’re seeking to tackle. You should also be open and honest about how your project will function as a solution.
If your PR content is too promotional or over-the-top, investors will be turned off. Worse yet, your campaign will most likely receive very little participation. This is because your brand will appear untrustworthy if it becomes obvious that you’re exaggerating the importance of your brand.
As a general rule, you should avoid using dramatic phrases like “transform the world” or “revolutionizing the X sector” if you want to earn trust from the public.
3) Use crypto-focused social media platforms
While many social media sites have demonstrated that they are hostile to the possibilities of cryptocurrencies and blockchain, there are sites that embrace blockchain projects. These sites are often well-placed to not only help you promote your project but also build a community of loyal supporters.
The cryptocurrency community has actually migrated to a variety of crypto-friendly social networking platforms. These are the social media networks you should be using to promote your project. The following are some of the more crypto-friendly social networking networks currently available.
- Telegram
- Medium
- Quora
Of course, when you’re posting content on these platforms, you will have to be mindful of your tone. For example, on Reddit, which is informal and conversational, you may find that the tone you will need to engage your audience would be different from the tone you would need on LinkedIn. LinkedIn is more professionally focused.
Using the correct tone for the type of platform that you’re using and the audience you’re targeting will allow you to maximize your engagement rate. This will drive your blockchain PR campaign forward even further. You can do this by creating a community of people who want to shout and rave about your project.
Using a crypto-friendly social media platform to promote your message will make fundraising easier since it’s easier to connect with your target audience. Once you connect with these people, they will tell their friends and acquaintances about your project, especially if they are participating. As a result of this organic marketing, your brand awareness will rise.
4) Make sure your website is attractive
This is critical: if you want to retain attention from your website visitors, then you must ensure that you build an appealing and eye-catching website. If your website’s layout and design are unappealing, 38% of visitors will abandon it. Why would you allow someone to leave your website so quickly after all the effort you’ve put into getting them there?
Over the years, mobile traffic has exploded, and it now consists of about 50% of total traffic. Moreover, 85% of users believe that mobile sites should be just as good as desktop sites. So, now that you’ve finished your desktop design are you ready to move on to the next step? Certainly not. You’ll also need to make sure that your website is mobile-friendly and has a responsive design so that it looks as lovely on mobile as it does on desktop.
If you don’t have web design skills, you can always hire someone to do it for you to ensure that it looks appealing.
5) Filter down your idea
When you’re talking about your idea and trying to attract consumer attention, you need to be able to distill it down to a simple concept that practically anyone can grasp. This is because not everyone will have the technical skills required to decipher a lengthy lesson on how your project works. You should reserve that for the people who are actually asking for more information.
While telling anyone about your project, you should always err on the side of caution and assume that they don’t grasp the technical side of things. This way, you will reach more people with the accessible information that you’re sharing.
6) Highlight your team
Crypto investors and enthusiasts understand that a company is only as good as its people, and your project is no exception. You’ll have to constantly highlight the capabilities of your team and how their experiences will help you make your project a success as you go through your blockchain PR campaign. After all, how can you put your faith in a corporation if you have no idea who is behind it?
You can achieve this in a few different ways. You could, for example, create a post or issue a short press release when you hire a new member of your management team. In this press release/post, you can emphasize how amazing they are, include a photo of them smiling, and possibly conduct a little interview. This will make it easier for your target audience to connect with your project emotionally.
Furthermore, if you know of any conferences that might be valuable to you, you could send a few people from your team to attend. This way, they can make personal connections for the project while simultaneously boosting your team’s profile. Attending a popular conference could be a great way to boost your project’s public profile, especially if you blog about it.
7) Create a sustainable budget model
One of the worst things you can do with a blockchain PR campaign is throwing all your money at the wall and expect an inevitable return. If you do this, you will probably blow over your budget with little to show for it.
You should share your content on crypto social media to help your project gain traction. To give you an idea of how expensive a blockchain PR campaign can be, guest posts on CoinTelegraph can cost up to $3000, and having backlinks placed on Forbes by a freelancer can cost up to $1700. This is a lot of money to spend when you don’t even know if you’ll get it back.
Depending on the organization’s needs, a blockchain PR campaign can cost upwards of $60,000 each month. Nevertheless, if your marketing budget is only $60,000, to begin with, you should spread it out and attempt to have it last for at least a year. This will allow you to scale more effectively.
One of the first things you should remember is that gradual increases in brand awareness and content are preferable to sudden excitement and fame. In the latter case, a lot of the anticipation turns into a short-lived fad when the project sinks to deficient levels and fails to expand beyond that.
It’s wiser to consistently disseminate information, participate in conversations and raise brand recognition before your fundraising. If you do this, you will discover that a more significant proportion of individuals will remain interested in your project after the hoopla has died down. This is because you will have established a stronger connection to the community by contributing over a more extended period before your fundraising.
8) Create and measure KPI
What’s the best way to tell what’s working and what isn’t? It’s unusual for a corporation to have no Key Performance Indicators (KPIs). A typical company should measure sales, leads, and other metrics, but things are slightly different with blockchain PR.
The things you’ll need to track for your KPIs are a little different; for example. You’ll need to look at web traffic, brand recognition, and how well your SEO is functioning. All of these are markers of how much your project will have impacted the crypto world.
Web Traffic
On the surface, online traffic appears to be the most straightforward KPI for any blockchain PR effort. This is due to the fact that it is just a count of how many people have visited your website in a given period of time. Depending on the tools you use, you might also be able to see where the majority of your visitors are coming from so you can track where your campaign is having the most impact.
When evaluating your metrics, keep in mind that online traffic isn’t the be-all and end-all of whether your idea succeeds. The fact that a large number of people are visiting your website does not guarantee that they will stay invested in or use your project. This is why it is critical to have an appealing website and participate in communities to attract higher-value visitors.
Google Analytics or Ubersuggest can be used to track online traffic to your project website.
Brand Recognition
Investing in brand awareness is one of the best ways to ensure that your campaign does not end up being just another hyped-up idea that attracts little interest once the fundraising is completed. The process of getting your target audience to recognize your brand solely by its logo or tagline is known as brand recognition.
We’ve already suggested that you start early with your SEO and establish a reputation for your project long before you want to fundraise. Keep in mind that gaining brand recognition is notoriously difficult. However, it not only ensures that people contribute to your project but also remain interested and continue to recognize you once your fundraising is complete.
We propose using Google Alerts to track your brand recognition. Since brand recognition is difficult to quantify, the best choice is to monitor how frequently your project is discussed online, which Google Alerts may help you with. You can evaluate what is working for your campaign and what isn’t by tracking how often you are referenced.
9) Partner with a PR professional who knows how the industry works
When you’re doing PR for your blockchain project, we can’t emphasize how important it is to only partner with PR professionals who have a good track record working with other projects in the industry. By asking for examples of other projects that a PR specialist or PR agency has generated publicity for, you can get a good idea of what they can do for you as well. Looking at reviews from other clients can also give you insight into the specific areas of blockchain PR where the person you’re considering working with shines. This information can give you a good idea of whether your blockchain PR goals will be met or not.
Conclusion
By using the above tips to guide your blockchain PR campaign, you can ensure that you meet your funding target and have enough money to see your project through to completion. It’s also crucial that you join crypto-friendly social media platforms so that you can be part of a community that will help you spread the news about your project.
Additionally, it’s essential to ensure that you have a fantastic website. This way, the visitors you bring there will want to stay and learn more about you. You must always emphasize the talents and expertise of your staff to ensure that your users and possible investors have faith in your project. This puts people at ease since they know both the project and their money are in good hands. Finally, it’s crucial to establish a long-term and realistic budget so that you don’t become a one-hit-wonder.