2017 saw a dynamite blockchain project after the other. Hundreds of millions were raised, the enthusiasm was stratospheric and the promises made by companies in the balance. While marketing was clearly important for the pre-launch process, it sometimes seemed that all we had to do was breathe the words "blockchain" and "cryptocurrency" to get a glowing print in the community. Only now, as we emerge from the inevitable stalemate between the sale of tokens and the release of products, the importance of an effective marketing team can show its weight in bitcoins.
A sought after name in the field is Brian D. Evans founder of the Influencive.com media platform, and winner of the Gold Token Award for Blockchain Influencer of the Year in 2018. Currently he is CMO at ShipChain where he works with a group of influencers set to transport the transport and shipping industry in the 21st century with blockchain technology. Drawing on his fifteen years of experience in online advertising, here are some strategies that any blockchain project should follow if it wants to maintain its post-sale brand cooking.
Leverage Social Media
Broadcast your brand on as many carriers as you can, and when you find what's getting you the best traffic and / or generate the strongest community involvement, focus your efforts there. Post regular updates, but only speak when you have something to say. The vague promises of "great things in the works" will not convince anyone. Customers are better than ever and know the flimsy objects when they see them.
Give the community an intimate look in your business. Behind the scenes videos and photos are a great way to excite strangers. It is important to think of the public in the same way that employees do. Their morale is important, and they are also aiming for their hopes and dreams about you. By promoting a shared sense of struggle, hard work and optimism through social media channels, your community will feel like you are your victories. It's the same as the sports fandom. Although the fans never play, they believe they have gained some of the glory when their team performs well.
This might seem like a child's play, but Twitter is full of accounts for major blockchain projects, some of which have raised hundreds of millions but that violate every single recommendation listed above. Do not look beyond their answers to see the wrath fueled by such negligence.
Razor Sharp Messaging
Probably your blockchain project would not have succeeded without a clear use case and it is important not to lose sight of keeping the brand's interest in the break between funding and going operational. The use of social media is fundamental, as we have discussed, and continuous updates that keep track of the stated objectives keep the public interest to simmer. Even if the updates are granular, people will want to hear them if they represent a further step forward in the long march towards the product launch. While he is tempted to move forward with the almost utopian fiction of the blockchain, he tries to keep the messages on the ground. We all want to believe that blockchain can change the world for the better, but we also want to know as .
Customize your message to different audiences
Any successful idea or product is aimed at a wide range of audiences. As noted by Brian Evans, the dismantling of the ShipChain supply and shipment chain not only has the potential to upgrade a technologically retrospective sector, resulting in clear advantages in terms of costs and time for the end consumer, but also its model of business strongly attracts people in the business.
There are three categories that require their own tailored marketing channel. Small businesses, living and dying for each shipment of their product, are strongly interested in the global tracking and tracking capabilities of the platform. Mediators and other intermediaries, while at the beginning may feel threatened, have much to gain by transferring their business to the blockchain. And the developers, those who rely on the ShipChain ecosystem, are intrigued by working in a space that has an incredibly high ceiling for its user base.
Finding a way to successfully market these three groups separately, using the language they are accustomed to, leads to an interest in the product that, although of different kinds, can be just as strong. Evans recognizes that this requires wearing many hats like CMO, becoming an expert in several disciplines, but this is an integral part of blockchain space marketing and appeals to those of us who are always trying to stretch their horizons.  Peace of Mind
Contra PT Barnum, there is something like bad publicity. Blockchain still bears a patina of distrust due to years of anti-cryptic news in the official press. If you want your product or platform to attract a large user base, you will have to reach the unenthusiastic crowd, and the sad fact is that many of these people or A) have no idea what the blockchain is, B) think it's not sure because of high-profile cryptographers, or C) believe it is connected with evil criminals operating in the black market. If someone visits Twitter and falls for fraudsters who impersonate your business, you may have lost a lifetime customer. Do not let it happen. If and when you reach a public beta stage, it is up to your security team to make sure that it goes on smoothly, and that your marketing team will eliminate this result loud and clear for the suspicious public. You divide yourself to make the blockchain more kind of email than the average Jane and Joe.
Finally, accept the possibility of failure
Evans emphasizes the importance of walking the line between managing expectations and maintaining relentless optimism. When a favorite project of his failure had to accept that failure is a bitter reality even for the most successful people on earth. Just as you should not make impossible promises in your marketing, you should keep your expectations rooted in reality, so that when bankruptcy arrives, it will not be at the expense of your self-esteem. Many bullet-proof ideas have come to an unhappy end, but that does not mean that all the blood, sweat and tears you shed were useless.
It is not easy to market a product or a platform after the campaign. Even the most experienced marketer has to admit that it's a struggle to keep hurricane force winds that have saluted many sales of tokens in the previous year. The public, accustomed to instant gratification and rapidly advancing technology, can lose patience with the time it takes to turn the idea into reality. Not even other companies, promising radical improvements in their industries, are not immune to frustration. The crucial point is not to let this intermediate period succumb to silence. Your company may have nothing to sell right now, but when that day arrives, the public will be ready. Because of you.