March 13, 2018
Key tips for marketing professionals on dealing with ICO
1. First thing first: start developing media presence of your ICO few months in advance.
You have a lot to do before launching the ICO: namely, form an audience who knows of and about you, and make sure that part of this audience will go for your token. That’s not an easy job, and certainly not one to squeeze in a couple of weeks! Take your time to make yourself visible among your market competitors, inform the public about the advantages your project holds compared to others of its kind, and prove yourself reliable to the cryptocommunity. Your website, media profiles and advertising must mature, gain a certain volume, and work in such fashion that doesn’t leave a single chance of mistaking you for a scam or passing by.
Test your advertising strategies and formats to see what works. With a formed audience, at the ICO stage, you’ll know precisely whom to target to get the most from the campaign.
2. Avoid contacting people through e-mails.
Keep all conversations on recruiting, organizational questions, or sales strictly in chat hosts - Telegram, Facebook Messenger etc. Seriously, e-mails are almost never efficient for the ICO community. Reserve your inbox for ads and newsletters.
3. Check your inner FAQ twice, then revise it once again.
Make sure each question from your social media audience has only one correct answer, no matter how many times it is asked. Do not rely on your community managers to figure out improvisations on the go: without a common point of reference, they may take different directions. A nicely formatted document with FAQ in open access for every team member to see should do the job. Additionally, make sure you have a channel for discussing the best way to answer an unprecedented question.
4. Do not involve translators and interpreters whose competence has no solid proof.
Restrain yourself from picking them out at random or through passing acquaintances. Especially when translating to Asian languages. You don’t want your partners from Japan calling you out on the gibberish written by someone’s half-educated nephew.
5. Seek a balance between thoroughly prepared and spontaneous content.
Being on topic and up to date with your project development and state of the market is a priority, yet when there’s too much going on, you better have a spare couple of posts to remind the follower of your existence. Quote some of the projects’ more well-spoken team members to show off their competence, make an announcement on an event it is associated with, list sources you get your latest news from – or the platforms the project is in partnership with… Recommend an article or even a book on a related topic, if you find it suitable. Do not let your accounts fall silent for long, but also don’t let the audience get tired.
6. Limit your informational exposure to avoid quickly running out of steam.
As an old poem goes, ‘Go placidly amid the noise and the haste, and remember what peace there may be in silence’. Organize your time so to concentrate on each task whole-mindedly and not to overload yourself with content: devote an hour per day for keeping out with topical news, several short spans for answering the questions FAQ can’t manage, a few more for checking on the feedback in media accounts. Otherwise, you won’t make it far.
8. Be a team player.
Leave your door open, keep track of everything your team is working on, and make sure each member has all means to do the same – including regular meetings and briefs. The informational pool should remain free to access if you want to keep fresh water circulating.