These Are Top Crypto Marketing Strategies for Broader Awareness

For­mu­lat­ing effec­tive mar­ket­ing strate­gies to cap­ti­vate a broad­er audi­ence is cru­cial and chal­leng­ing at the same time. As of 2023, the num­ber of cryp­to users has sky­rock­et­ed to over 420 mil­lion, high­light­ing a marked increase in inter­est and participation​.

This grow­ing demo­graph­ic presents a unique oppor­tu­ni­ty for com­pa­nies to craft mar­ket­ing strate­gies that res­onate across diverse audi­ence groups.

Changing the Narrative to Reach a Wider Public

Under­stand­ing the audi­ence is the foun­da­tion of any effec­tive cryp­to mar­ket­ing strat­e­gy. This means rec­og­niz­ing that the aver­age per­son is more inter­est­ed in how blockchain tech­nol­o­gy can prac­ti­cal­ly improve their dai­ly lives than the com­plex tech­ni­cal­i­ties and jargon. 

For this rea­son, cryp­to mar­ket­ing expert Kevin Her­nan­dez affirmed that mes­sag­ing should pro­mote real-world appli­ca­tions of these tech­nolo­gies. The ulti­mate goal must be to make them more acces­si­ble and relat­able to the gen­er­al public.

Select­ing the right com­mu­ni­ca­tion chan­nels is vital in reach­ing a broad­er audi­ence. While tra­di­tion­al cryp­to-focused chan­nels like X (for­mer­ly known as Twit­ter) or Red­dit are valu­able, Her­nan­dez point­ed out the impor­tance of tap­ping into already pop­u­lar plat­forms, such as Insta­gram, Face­book, and WhatsApp. 

Engag­ing audi­ences on these plat­forms can help break down bar­ri­ers to entry. There­fore cre­at­ing a more inclu­sive envi­ron­ment for dis­cus­sions around crypto.

“Very dense con­tent on mon­e­tary or finan­cial mat­ters only reach­es a small­er pub­lic. Now, if, instead of that, we place a sav­ings solu­tion that over­comes infla­tion prob­lems, and the con­tent reflects it in a way that it’s used on a nor­mal day for any­one, the pub­lic may con­nect bet­ter with the mes­sag­ing, boost­ing the growth of a com­mu­ni­ty,” Her­nan­dez said.

Read more: 13 Best Cryp­to Mar­ket­ing Agen­cies for 2023

There­fore, engage­ment and edu­ca­tion are crit­i­cal com­po­nents of this strat­e­gy. Sim­pli­fy­ing con­tent to make it more relat­able and focus­ing on prac­ti­cal solu­tions to com­mon prob­lems can fos­ter a stronger con­nec­tion. Edu­ca­tion is cru­cial giv­en the knowl­edge gap in cryp­to under­stand­ing among dif­fer­ent demo­graph­ic groups. 

For instance, a July 2023 sur­vey revealed that while 26% of mil­len­ni­als owned Bit­coin, only 14% of all Amer­i­can adults did, under­scor­ing the impor­tance of edu­ca­tion­al efforts to bridge this divide​.

“Here we have a real chal­lenge. Cur­rent­ly, the younger gen­er­a­tions have a clear­er ten­den­cy to adopt tech­nol­o­gy. But to tar­get old­er gen­er­a­tions, pre­sent­ing the prod­ucts as an antithe­sis seek­ing to destroy the tra­di­tion­al sys­tem may not work. The approach should be more pas­sive, of coex­is­tence, show­cas­ing the advan­tages that blockchain tech­nol­o­gy presents to improve the cur­rent sys­tems,” Her­nan­dez added.

Building Trust and Solving Real-World Problems

Trust build­ing and brand iden­ti­ty are also key aspects of Hernandez’s approach. He advised that cryp­to projects should fos­ter pos­i­tive user expe­ri­ences and main­tain good admin­is­tra­tive prac­tices to build trust with their audience. 

“Dur­ing a bear mar­ket, the sur­viv­ing projects are sep­a­rat­ed from those that will per­ish due to nat­ur­al selec­tion. Trust is obtained after a rela­tion­ship between the plat­form and the users, and you can­not buy this rela­tion­ship, you must build it. And nor­mal­ly, the eas­i­est way is with a pos­i­tive expe­ri­ence, solv­ing prob­lems organ­i­cal­ly and being tac­it­ly present in the user’s day-to-day,” Her­nan­dez emphasized. 

With about 70% of cryp­to investors being men, there is a com­pelling need for inclu­sive strate­gies that appeal to a wider audi­ence, includ­ing women and old­er, less tech-ori­ent­ed groups​. Cryp­to mar­ket­ing efforts should also cater to those who may not be as famil­iar with dig­i­tal tech­nolo­gies to build a strong com­mu­ni­ty beyond the price of a native token.

There­fore, as cryp­to gains main­stream accep­tance, the mar­ket­ing strate­gies need to be adap­tive. Cryp­tocur­ren­cies and blockchain tech­nol­o­gy should be pre­sent­ed as finan­cial free­dom tools and solu­tions for every­day finan­cial needs. 

This shift in per­spec­tive is cru­cial for cryp­to to become as com­mon­place and user-friend­ly as oth­er main­stream finan­cial tools.

Read more: 6 Best Web3 Mar­ket­ing Agen­cies To Sup­port Your Cryp­to Project

Her­nan­dez explained the val­ue of cus­tomer tes­ti­mo­ni­als and reviews in mar­ket­ing cryp­to projects to a broad­er audi­ence. Pos­i­tive feed­back and real-world sto­ries of how cryp­to has ben­e­fit­ed users can be pow­er­ful tools in dri­ving adoption. 

“I think the best exam­ple I can give is my recent trip to Bogo­ta, where I saw many peo­ple who did not have cash, and in most places, they did not accept cards like Zin­li or Wal­ly, but we had Bit­coin, and we went to an ATM to with­draw Pesos with Bit­coin with­out prob­lems. This sim­ple expe­ri­ence solved a prob­lem for us using tech­nol­o­gy. Now imag­ine this expe­ri­ence put into a mar­ket­ing strat­e­gy, and you will have a great result,” Her­nan­dez concluded. 

These exam­ples lend cred­i­bil­i­ty to the projects. They also pro­vide relat­able nar­ra­tives that can per­suade poten­tial users to explore and embrace cryp­to solutions.