The Complete Guide on Crypto Marketing 2022 I Strategies, Ad Networks, Analytics, and more

• Intro about crypto marketing

  • Connecting passion with economic value is precisely the job of the crypto-marketer. But not the only job. Crypto-marketers also have to be more technical, more analytical, and more steeped in behavioral economics than marketers of today or yesterday. Without these skills, they won’t be able to take their learnings about people and translate them into language that developers can understand. Promoting a cryptocurrency project may seem like an intimidating task at first. Yet, with the right crypto marketing strategy, the success of your project will be closer than it looks.

  • There are many factors to consider, but let's focus on the two important ones:

    • Zero: The Product, let’s start with the most essential but mostly forgotten item in marketing advisor blogs. As Peter Druker once said ‘ The aim of marketing is to know and understand the customer so well the product or the services fits him and sell itself ’, crypto is a new industry that comes to serve an unfilled (and mostly unknown) gap in people's desires. As crypto marketers, we have to understand Druker’s quote and reinvent it to fit our new kind of customers. We have to embed the solution to people's problems into a new form of asset, called: token, NFT, or any crypto service.

    • First: Community creation, you can start a brick & mortar business and succeed if you correctly fulfill the necessities of your customers with only your product or service, they don't need to know who you are or what are your plans for the future of the company. You can’t, there is no way of growing a crypto business without the feeling of community between your customers because they are not only customers but Investors too. One of the significant changes in today's economy marked by the crypto industry is the democratization of the funding process of a start-up, which is no longer dependent on getting funded by venture capitals or having great connections. Almost anyone can start a crypto company, now the success depends on your product and your marketing as a tool to differentiate yourself from the competition, and the best way of doing it is by creating a great community.

  • In this article, we are focusing on one of the ways marketing can create a community for your project: Via Ad Networks. An ad network is a technology platform that serves as a broker between a group of publishers and a group of advertisers. They are responsible for helping advertisers buy available ad space across multiple publishers. Ad networks traditionally collect unsold ad inventory from multiple publishers and offer this pool of impressions to advertisers at a much lower price than a publisher’s direct sales.

  • Today, however, some networks take a more strategic approach and lean towards offering their advertisers more exclusive deals at premium prices. They cherry-pick and pre-buy inventory from a number of top-tier publishers, and then resell it at premium prices. While this arrangement may be more expensive for the advertisers, it ensures premium placement of their ads.

  • There are different types, Premium (the one just described), Vertical or topic-specific (for fashion, automotive, technology, etc.), Specialized or Inventory-specific (for video ad networks, mobile ad networks, crypto app ad networks or gaming ad networks), Performance or Affiliate (where you pay per performance not for impressions). Also, every campaign can and must be categorized by Geolocalization, keywords, time of the day, browser type, OS and many others.

  • Unlike mainstream advertising platforms, a Crypto ad network serves ads on a portfolio of websites and apps belonging solely to the cryptocurrency industry. The ad network collaborates with hundreds of websites to reach a global audience and places banners that lead to your website on their pages.

  • The communication channels are evolving, and the consumer’s behavior is changing. Not only does the digital-content attention span shorten, but, due to the pandemic, people’s ability to engage with new ideas changed as well because of stress and information overload. Therefore, meaningful communication and investing in the right channels for the cryptocurrency market have never been more important.

  • In 2022, you should adapt your marketing strategy to make your crypto brand known to relevant communities and engage with the audience in dialogue.

  • The best way to do that is to explore and invest resources in the platforms that have become more relevant to the crypto community.

• On average, crypto projects use 5.01 communication channels. Besides external communication channels, 44.43% of the projects also have some form of internal communication channels such as a blog, a news section, or a forum. Every single cryptocurrency influencer and publication advises their followers to do their research. Naturally, your audience will be looking for reviews on your company. They will either google it or search on a trusted source. Such trusted sources are CoinMarketCap, Coindoo, and Hacker Noon, Crypto Ad networks help you get sponsored contents in this kind of spaces.

• Tips to get users to join your crypto community

  • Have trusted publications write about you

  • Have your community invite their friends: Establish incentives and referrals systems for the users that help with the growth of the community.

    • If your project is a token or a coin, you can just give them a number of units for each person they get in. If you’re a cloud mining platform, you can give a better rate. If your business is in crypto gambling, give a commission.

  • Use messaging platforms such as telegram or discord to maintain direct communication with your users.

  • Leverage Social Media platforms: LinkedIn for business, Facebook for groups, Twitter for fast-paced entertainment, medium for quality content.

  • It’s indeed important to be present where your customers are. Even more important is to have constant activity. It’s no use to keep 10 social media accounts and post once in 2-3 months.

  • Finally, an integral crypto marketing strategy must include paid media. But that doesn’t mean that launching any digital advertising campaign will get you closer to the results you want. Besides the restrictions and requirements mainstream advertising platforms impose, you must consider where your ads are placed. The more contextual they are, the higher their chances to convert.

  • Maybe in this part is where things start to get really complicated for small teams in any crypto business to develop their own advertisement scheme, since paid ads have to be compliant with the guidelines of every country and every platform you want to publish.

  • Let's give a bit of context: Shortly after the 2017-2018 Bitcoin rally, the main advertising platforms followed with a crypto ads crackdown. At that time, 78% ICOs conducted in 2017 were identified as scams. And in this situation, the social media giants and their advertising platforms did everything they could to dissociate from the hazard, all started with the Facebook crypto ad ban, Google crypto ad ban followed announcing that the AdWords platform (now Google Ads) will officially ban all cryptocurrency-related advertising. In the same month, Twitter and LinkedIn had also decided to ban all cryptocurrency-related advertising. As the whole cryptocurrency sector has gone through a tremendous evolution in the last years, Facebook meta relaxes crypto ad policies and the mainstream advertising platforms have become more welcoming towards crypto projects if they follow their Advertising Platforms’ restrictions.

    • Google, you still need to meet its requirements and pass the application process. And after that, you may use Google search ads and display ads in limited circumstances. And of course, ICOs or promoting coins and tokens is still prohibited.

    • Facebook also lifted most of its restrictions regarding crypto. Now, Facebook Ads requires you to confirm your eligibility to run cryptocurrency ads.

    • As for Twitter Ads, cryptocurrency promotion is restricted, but you can target countries like Australia, Argentina, Brazil, Canada, India, Japan, Malaysia, Mexico, Philippines, Singapore, Thailand, and the USA.

  • Although the mainstream ad platforms try to dig into the advertising funds crypto projects have, the regulators have started new initiatives to give out guidelines. And as 2022 progresses, these guidelines seem more like crypto ads crackdowns, so you have to carefully read every country guideline to comply or prepare to pay a fine of as much as $342000 in Spain example.

  • Keeping the pace with constant transforming rules every site and country have is really hard, so why not spend our time making better business decisions and simultaneously avoid the terrifying shadow of Spain's fines? Definitely, it is better to leave the task for the professionals, our beloveds Ad networks and relax with Ad compliance tasks.

Description of best practices

• About design:

  • As the digital-attention span shortens, bite-sized content like short videos, GIFs, and dynamic banners might perform better than traditional ads. Prepare the motion, Dynamic Banners for better CTR. Static banners are losing more ground every year. Therefore, GIFs and HTML5 banners should be your priority. They get up to 3x times higher CTR, according to an AdRoll study. It totally makes sense in a neuroscience way, as we all have a reflex to move the center of our gaze towards moving objects in our peripheral vision.

  • Be user-friendly using native ads. The native advertising method describes a form of advertising that imitates the web page’s design while integrating with the original content. While a native ad is always marked as “Sponsored,” it is the most non-intrusive ad format, getting a CTR almost 3x higher than regular display ads. They do not pop up, and they do not cover content nor interrupt the reader. Furthermore, these ads can be quite contextual when done right and resolve people's queries.

  • In-app advertising to reach specialized audiences, there are many crypto apps that allow you to publish your content. One big example is tradingview, the most used app for trading, offers an ad lot every time a user open a new graph to analyze any asset.

  • Personalize your content, we live in an era where advertisers can target specific devices, specific geographic areas and languages, and specific time spans.

  • To create a sense of urgency, internet users tend to postpone taking action for another time if they know the campaign will be available later. This practice goes along with limited time offers and improve your CTR

• Sponsored content on crypto websites: A well-written press release or an advertorial has the power to communicate more information about your activity while adding that little drop of trust a reader needs before making an acquisition. Therefore, some crypto ad networks provide marketplaces where you can choose the type of content and where you want to publish it. The marketplaces are especially helpful when you need powerful brand awareness, a positive brand image, high-quality link-building, and quick distribution for a press release.
  

• About Ad Planning in crypto and in general:

  • Split testing is the norm to continually improve your metrics, try different ideas for the same campaign on different audiences. Measure and discover which one is better, design new alternatives and repeat. This is the better way to optimize your campaigns in order to find your target audience and your best content. The Use of UTM in the URL is one way you discover where the traffic came from and what really drives conversions. To effectively split test keep an eye on the following attributes: Date & time of the day, Country, Browser, Website Zone, Operating System and platform.
    

  • Create a marketing Funnel for your audience and targets. The first stage is awareness, the ad campaigns that first call the attention of your potential customers. The second stage is interest and starts when a client click your ad, is about the information provided in your landing page. If the information is attractive, then you create desire which can transform to action, also known as a conversion. This way you can actually differentiate which part is achieving your objectives and which one is failing. For example: you have a good CTR but failed to interest, then you have to improve your landing page.

• About ad networks: Getting the upper hand in crypto advertising can be quite tricky. Therefore, make sure that the ad network you choose makes the job more manageable through tools and support. Your campaign’s creative and targeting settings must be easy to customize. The platform you choose needs to have a tracking system designed, so you can keep a close eye on performance. They have to provide a personal manager’s support to reach the best results. They should provide cutting-edge HTML5 banners for you to use in your campaigns. Finally, make sure that the ad networks collaborate with publishers that will place your banners in the website’s most-visible areas while also offering you multiple ways to display your ads

List of options

• Coinzilla has built an extensive network of cryptocurrency websites that generate over 1 billion impressions a month from people familiar with the crypto industry. The platform offers a straightforward and efficient campaign dashboard, allowing you to set up your ads within minutes. Even more, the account managers are there for you and can supply you with professionally designed HTML5 banners. Regarding regulations, Coinzilla’s legal department is keeping a close eye on how these guidelines and initiatives develop to ensure safe advertising. The audience of a bitcoin ad network is worldwide, in Coinzilla’s case, we speak of 450+ crypto-related websites from all around the world. However, the platform allows you to choose which country and traffic type are most suited for your business.

• DOT is the #1 UK-Based Premium Crypto Ad Network. Advertisers can reach high-quality crypto relevant audiences, with one click audience profiling and geo-targeting. Display ads of any size are available and with DOT’s Analytics Dashboard advertisers and publishers benefit from complete performance transparency. Content marketing options are also available for sponsored articles and press releases designed to complement any ad strategy. What’s more, DOT allows advertisers to embed their own tracking links from AppsFlyer, Adjust and others offering complete transparency from impression to conversion.

• A-Ads (Anonymous Ads) is one of the oldest ones with the advantage that you can create an account with your BTC wallet, this maintains anonymity for the users.

• Others: CoinTraffic,Bitmedia, CoinAd,

Intro about Appvertiser and CTA: Let’s grow your crypto app.

• Advertising can be more challenging in the crypto space because it has a specialized audience. Yet, it’s not impossible and if you feel lost Appvertizer can help you around, we can be your crypto marketing agency. With the right approach and enough dedication, we can reach the correct people, those who are interested in your project, just like you would in any other industry. We can help you get conversions, improve your CTR and CTA from your ad campaigns in no time. We help companies grow their user base and revenue by applying the newest growth marketing and performance techniques. We are here for you, let's grow your crypto app!

References: 10 Best Crypto Ad Networks in 2022, coinzilla, Bitmedia Blog