The ICO Advertising Bible: How to Achieve Mind-Blowing Traction for Your ICO

We’ve all dreamt of it at some point- massive traction for our killer blockchain project and viral adoption. Billion dollar status. Inc 500 lists.

But here’s the bitter truth:

It won’t come to you. You have to engineer adoption, virality, and traction.

And with the thousands of ICOs coming up every year, it’s getting harder.

There are thousands of ICO marketing solutions out there. But they fail to take into account why we’re doing an ICO in the first place.

It doesn’t make sense to spend hundreds of thousands of dollars to market your ICO when the very purpose of ICOs are to raise money to fund the project.

What you need is a plan- a step by step plan to use your minimal resources to gain massive traction. Organic ICO marketing can help you gain traction, but if you want to make it big, you need to learn how to do ICO advertising.

And today, I’m going to show you how. Step by step.

The Basics

In my detailed guide on ICO marketing, I covered in spectacular detail how the fundamentals like a well-designed website, landing pages, a whitepaper, an advisory team, a project roadmap, strategic partnerships, and multi-language support are important for any ICO.

This stands true for ICO advertising too- you need these in place to get started.

Think of them as the foundation of your campaign. If you don’t pay attention to them, all other efforts we put into marketing and advertising go down the drain.

Now let’s take a look at the basic elements you need in place to get started with ICO advertising:

1. Tracking

From Google Analytics to the Facebook pixel, there’s a lot of tracking you need to set up to record, gather and analyze campaign data.

This is the most imperative first step- you can only optimize what you can measure.

The easiest way to set up tracking is using Google Tag Manager. It allows you to add different tracking pixels dynamically from a single location without having to meddle with code and different pixels.

And good news for WordPress users. This plugin makes it super simple to set up.

Once you have GTM installed, you can then set up the following:

I know: most of the social networks below have banned crypto and ICO ads.

But let’s address this right off the bat- ICOs and crypto is an entirely new industry. Not many people knew about them until the bitcoin boom in December 2017.

It’s completely natural that social networks restrict them – they need to also follow governmental regulations for advertising, so a blanket ban on crypto is the most straightforward way here.

But then Adi, why are we still setting up Facebook, Twitter, and LinkedIn pixels even after they’ve banned them?

Because the ban isn’t going to last. And there is something called a pixel list.

All Facebook, Twitter and LinkedIn pixels record a list of users who visit your website so that you can retarget to them on the social networks.

It doesn’t matter if they don’t allow you to show ads now. After ICOs and crypto as a whole are regulated, social networks will start allowing ads in the niche.

And then, you’ll be able to retarget to the users on your pixel lists.

These are the social pixels you need to set up.

You can add any networks that offer conversion pixel tracking and retargeting using the Google Tag Manager.

2. Create profiles on social networks:

This one ties into what we just talked about on social networks.

Although ICO ads are banned on most social networks, you can still create profiles and pages for your project on all of them, market organically and gain traction.

Let me explain why this will be important for advertising later down the line:

How do brands advertise on Facebook? Or on LinkedIn?

From brand pages.

And running ads to users familiar with your brand is a textbook targeting strategy that has been proven to work. I do it all the time too.

Hence, the more organic traction you have, the more potential you have to drive participants and leads for your launch (both with and without ads).

3. Good landing pages

I touched on this briefly in the ICO marketing post. It’s imperative that you have well-landing pages setup. A landing page sits at the centre of the funnel- it’s where all that traffic and exposure you pay for arrive. If you mess it up, all that money and effort go waste.

The goal of a landing page is simple:

It prompts the user to take a clear and concise step. The goal could be to get the user to drop a review, add a comment, like a page or fill a form.

We’ll be needing a landing page to collect data from users who are interested in our project (potential investors).

There are several ways you can go about for this. I always recommend using a messenger chatbot optin page for the simple reason that messenger lists are much more engaged than email lists.

Here’s a messenger bot landing page that converts well:

ICO advertising

Let’s take a look at the most important elements of a high converting landing page.

a. Branding collateral

Notice how the name of the company is prominently displayed at the centre(BAMF).

Here’s why this is important:

When a user lands on your landing page, chances are they’re accustomed to your brand. It’s important that you tie the offer into that ‘likeness’ of your brand.

b. Testimonials and trust factors

Would you believe me if I told you that 80% of all landing pages I’ve come across don’t have testimonials on them?

It’s such a no-brainer: testimonials help in conversion. Especially when they’re from well-known influencers or known brands.

But Adi, how can I get testimonials for my new blockchain project?

Yes. It’s difficult, and no, you shouldn’t add fake testimonials. Trust me when I say that people can identify fake testimonials.

Here’s where your Advisory Board members and strategic partnerships come into play.

I’ll explain:

Testimonials aren’t about prospect education. They don’t actually educate prospects or leads to your service/offering.

They’re about trust.

Advisory Board members and strategic partnerships have the same role- they build trust in the eyes of the public. And your landing page is the perfect page to showcase them.

Notice how Hdac does this on their landing pages:

 

Note: The industry is rampant with scammers trying to build fake credibility by using images of partners and investors. Never do that. Once you’re outed, there’s no way back- your reputation will be tarnished forever. And the crypto community never forgives.

Other trust elements that you can add include press links. (C’mon- did you actually think those ‘As seen on Forbes, Huffington Post’ etc stuff was just for showing off? They help in conversions!)

c. Clear and concise CTA

Notice that CTA in the above messenger bot landing page example?

That’s how it should be. Simple. Easy to understand. And concise.

Anything more, and you’re putting people off. You should be explaining other stuff elsewhere. Not with the CTA.

d. The Whitepaper

This is the one defining element that differentiates ICO landing pages from others. You need to have a link to your whitepaper on there.

Why?

Because it’s a mark of authenticity.

It’s a signal that you’re not another one of those dreaded scams.

It’s a signal that you’re transparent.

See how Filecoin goes overboard with a lot of downloadable information (including their whitepaper) on their landing page:

e. The CTA button (aka messenger bot link)

Bloggers freak out when I talk about messenger bots.

They think bots are some complex alien AI programs that are super complex, need coding, and lots of investment.

Say Hi to Manaychat.

You don’t need to code, spend any money or worry about AI taking over the world.

Manychat enables you to create messenger bots in minutes.

Their Flow builder allows you to build messenger automations in minutes. I created the bot on the Growthetics.com homepage in 4 minutes.

All you need is a facebook page (and account) and you can get started.

f. SEO

This one is optional and only matters if you’re also trying to drive organic traffic from the search engines in addition to ad traffic.

These are the SEO elements you need to optimize:

  1. Title tag
  2. Meta description
  3. URL slug
  4. H1s
  5. H2s
  6. H3s
  7. Body (sprinkle target keywords in there)

And you’re done. You don’t need to go overboard with this- the only goal is to make them visible in the search engines so that interested prospects may find them.

Now that we have the basics in place, let’s delve into some kickass ICO advertising strategies:

6 ICO Advertising Strategies to Achieve Mind-Blowing Traction for Your ICO

Since all paid marketing strategies fall under the umbrella of advertising, we’ve included those too:

1. Airdrops:

Everybody likes free stuff.

And that’s exactly why an airdrop is effective.

It awards tokens to participants of your project in order to provide an incentive for them to keep participating further.

But wait- now that they own tokens, they have an incentive to help promote it because then their tokens will be worth more.

Airdrops have been proven to create hype around blockchain projects and raise awareness about them on social networks.

Step 1: Setup an AirDrop:

Every single time I recommend an AirDrop, I get asked this question:

Are there any Saas or software solutions for this?

There may be. But do you really want to trust third-party services with it?

All you need is a programmatical solution to transfer tokens to a list of wallets of participants. Is that difficult for a team that is creating a complex blockchain solution?

Nada.

Once you have the backend ready for the Airdrop, it’s time to start promoting the Airdrop.

Note: Before we proceed, know this. To an extent, Airdrops have the same goals as the ICO you’re trying to promote- increase adoption by selling(or giving) tokens. You can always use the other ad strategies I’ve covered in this guide to promote your AirDrop.

 

Step 2: List the Airdrop on Airdrop listing websites.

The easiest way to get your Airdrop noticed and gain participants are to list them on Airdrop listings.

Let’s look at an example of a site that lists Airdrops: AirDropsMob.

List of projects that offer airdrop

Such websites list different Airdrops through which crypto enthusiasts and traders can get free coins.

To find more websites where you can get your Airdrop listed, all you need to do is use some nifty search engine operators in Google:

crypto “airdrops”

blockchain “airdrops”

list “airdrops”

free tokens “airdrops”

Let’s further investigate the Airdrop listings on AirDropsMob:

On clicking the link to Escrowblock, we see that they are offering 100 ESCB tokens, provided that we follow the listed steps:

Airdrop offered by Escrow

See what they just did?

They got you to follow them on every social channel, and then get the tokens aired to you (which is yet another tactic to actually get you to be a participant in the main ICO).

Users get 100 ESCB tokens as an airdrop. And not just that- they also offer 50 ESCB tokens for every referral!

This is where we get to the crux of this strategy.

Step 3: Viral referral marketing

We come across dozens of airdrops monthly. The most successful ones have one factor in common: they incentivize referrals.

Essentially, everyone loves freebies. When you incentivize participants to refer their friends, they get more tokens.

This is very much similar to the viral referral marketing campaigns we see online in other industries. In those cases, advertisers offer freebies, money or gift coupons. In Airdrops, it’s tokens.

Oh, and by the way, in case you’re wondering, this is what the final step looks like:

The form to be submitted with some details, in order to receive airdrop tokens

If it hasn’t clicked yet, it’s a landing page (where you can use all the trust-building elements I talked about at the start to improve conversions).

But how to do this at scale? 

Say HI to Viral Loops.

Viral Loops allows you to run viral referral marketing campaigns and giveaways.

Again- let me reiterate, you’re not configuring Viral Loops to do the airdrops for you-you’re just using it to run the referral marketing program so that you can get a list of who brought the most referrals, and how much you should be sending them.

You should be using your own programmatical backend solution for transferring the tokens.

That wasn’t too complicated, was it?

Here are some things to keep in mind:

  • Never go overboard with the list of actions for users to qualify for an airdrop
  • Always monitor your viral referral marketing campaign in Viral Loops. There will always be that smarty-pants who figures out how to game the system
  • Always have a Terms and Conditions page link at the bottom of your landing page that clearly states that you solely have the right to decide if an airdrop entry is valid or not. You should be able to reject claims if you think the system has been gamed.

Pro Tip: You can always be creative. You don’t have to depend on receiving the incentives in your crypto wallet alone, either. You can also come up with creative ways to promote your ICO through an airdrop. An example was when, a few months ago, Mainframe, a Utah-based messaging platform, decided to quite literally drop physical tokens from balloons on the waiting crowd below. They were worth $ 1 million and it got a lot of people talking on Twitter.

Mianframe dropping physical tokens on the crowd

 

2. Banner ads:

We’ve already discussed how some ad networks restrict ads related to cryptocurrency.

But what if the ads are not based on text at all?

Enter banner ads.

Ever noticed those big images on the sidebars of crypto publications and blogs?

Here’s one on CCN:

The advantage of using a banner ad is that it is image-centric, and people love images- they’re much more engaging and attention-grabbing than text links/ads.

Most big publications like CCN, for example, have dedicated sections for advertisers:

ICO advertising

Usually, you have to pay a fixed fee for a set period of time, mostly on a weekly basis.

The catch?

It’s super pricey. And it’s your job to design an attractive ad, and then convert that traffic.

So here’s what the process looks like:

Step one: Purchase Banner Space on a Website

Since banner ads are embedded within a webpage, you will need to approach the site and buy the space for your ad. The price quotes vary according to the site.

Most sites like CCN above will have dedicated sections for those who are interested in advertising on them. For the smaller blogs, you may have to snoop for the contact details of the bloggers, and then reach out.

It is important to do proper research before you complete the purchase.

Most major publications will have press kits (some show it publicly) that show you the traffic and user engagement metrics of the website.

You need to drive traffic towards your ICO, but you also want to make sure that you’ll get results if you advertise. Therefore, it is always better to choose sites that have high traffic and also show you the statistics of banner ad clicks.

The easy way would be to go for banner ad networks like CoinAd, that allow you to advertise across a number of websites and publications.

I like this route more.

Why?

Because most of the ad networks offer a centralized network where you can optimize your ads (think Facebook ads manager). Individual publications may not offer this luxury.

 

Statistics for banner ads by CoinAd

If you are using a third party to do the work for you, just make sure that your ad appears in a variety of sites that are related to the crypto industry.

List of sites where banner ads will appear

 

It may also be beneficial to you to differentiate between impressions that are from mobile as opposed to desktop. If the majority of the traffic comes from mobile, you will have to modify your ad accordingly (they may not convert as well).

Also, you have to maintain a constant follow up with the site to ensure that you have enough control over the ad to make it more adaptable.

Step two: Design the Banner

There are plenty of websites online that help you create your own banner.

Bannersnack helps in creating your own ad bannerCourtesy – https://www.bannersnack.com

Bannersnack is one such site. It allows you to design your own banner in a number of formats. Select one that is according to the requirements specified on the target publication (they will have specific sizing and content guidelines) as well as based on your needs.

Creating a banner ad in Bannersnack

Creating a banner ad using Bannersnack

What is the key here?

Attention is money.

If your ad can’t attract attention, it won’t have a good CTR.

And remember- you don’t pay for CTR or clicks with most publications- you pay for banner ad space. So if your CTR is low, you’ll lose money.

And lastly- split test. There will always be a tweak/design iteration/different color palette that can get you more clicks.

Step Three: Request Regular Reports

Just because you have bought space for your banner ad and placed it on a webpage doesn’t mean that your work is done. As mentioned earlier, you need to keep up constant communication with the website in order to monitor how your ad is performing.

This is especially important with smaller blogs, as they may not have platforms or reporting dashboards where you can tweak and monitor metrics. It will be a waste of your resources if the ad does poorly.

One way to track the progress of the ad placement is to request detailed reports at regular intervals (weekly at least) that include as many parameters as possible. In this way, you will know when it’s time to make a design, targeting or offer variation.

3. Influencer marketing.

This has to be the most scalable, effective, and important strategy in this guide.

Why?

Because the one thing that’s common with any industry is influencers.

From construction to home improvement, there are influencers in every niche.

And they’re looking to make money.

And you can use their influence and following to drive ICO participants.

This strategy is so effective, that blockchain companies have gone so far as to pay for mentions like world famous athletes like Floyd Mayweather:

And guess what?

Centra’s founders were indicted for fraud and Mayweather was fined.

Get my point?

I’m not asking you to commit fraud. What I’m implying is this:

There are very low barriers to entry in this channel.

Let’s take a look at how we can set up a super scalable influencer marketing strategy:

Step 1: Identify influencers:

From Facebook to editors and bloggers and YouTube vloggers, there are hundreds, if not thousands of influencers in the crypto space that have massive and engaged followings.

The best way to go about analyzing who to go with is to run a comparative analysis on costs.

I’ll explain.

Prospecting, finding and contacting all the influencers out there will take a long time. But that time will be worth it considering that you’re about to spend thousands on promoting your ICO. It’s best to do this in a tactical way rather than overspend on one particular influencer.

So do this:

Get a VA (from Upwork) to do all the prospecting and contact detail collection for you. This has to be done manually because we want to vet all the prospects.

Set separate criteria for each channel.

For Twitter crypto influencers, ask them to list out the following – counts, average tweet engagement rates, profile URLs and any contact details (website).

For Facebook or LinkedIn influencers ask them to list out network size counts, average post engagement rates, profile URLs and any contact details (website).

For websites, bloggers and editors, ask them to list out Semrush traffic estimates, social profile URLs and any contact details (website or email address).

For YouTube crypto influencers, ask them to list out the subscriber counts, number of videos, social profiles (this can be found in the about pages of the channels) and any contact details (website or email address).

Then get them to find:

  • email addresses, or if they can’t be found
  • social profile URLs

Step 2: Reach out and establish a relationship:

Influencers are looking to make money.

But don’t misunderstand me.

They value their network and the influence they have.

They’re super careful about the content they publish and the recommendations they give.

This is exactly why we should build relationships with them before we reach out. Also, tactically, this can also get us some free mentions and recommendations.

I use Mailshake for such outreach campaigns.

And I’ll use a template that looks like this:

Hey {{Name}},  

Just came across one of your {{videos/tweets/posts}} on {{content topic}}. Loved it.

Super impressed with the following you’ve been able to gain- I know it’s tough in the crypto space.

Rock on!

Cheers,

{{Your name}}

        {{Link to Linkedin profile/blockchain project website/social profile in signature}}

 

Now that we have a rapport, I’ll send along a follow-up message in a week that looks like this:

 

Hey {{Name}},  

Do you help promote kickass blockchain projects?

We’re working a blockchain project on {{2 lines about your project, the problem you’re trying to solve etc.}}. You can find the details here: {{ICO/blockchain project website}}

Here’s our whitepaper: {{Whitepaper link}}.  // always have this.

We also have an upcoming ICO on {{ICO launch date}}.

Would you consider giving us a push on your {{channel/ network/website}}?

Can you please send along your press kit or some ideas and costs on how we can make this work?

Cheers,

{{Your name}}

 

Step 3: Do a comparison analysis:

After you start getting replies, set up a detailed dashboard in google sheets with details of each influencer and the details your VA found- including the reach and network size of each influencer, costs, the buzz generated for sponsored posts in the past ( some influencers include this in their press kits).

Now compare which influencer will get you the best bang for your buck.

I know. I’m cheap.

But influencer marketing can get real pricey. And this is how we bring costs down- we throw the net far and wide.

And the best part?

Using the two-pronged outreach approach will not only help you get more positive responses – it’ll also help you generate some buzz for free if your project looks promising enough.

4. Affiliate marketing:

I should have talked about this strategy first.

Why?

Because promoting an ICO is costly.

Some sponsored placements and ad networks can drain your wallet faster than addiction.

Now that affiliate marketing has been introduced in the space, you have an option to keep costs in check if you’re looking to promote your ICO.

Because, in the end, you spend money when, and only when, the advertisers or promoters get your results- leads, investors or signups.

Without further ado, let’s dive right in:

Step 1: Estimate your CPA and CPL 

In fact, this should be done before you start any type of advertising.

Here’s why:

CPA stands for Cost Per Acquisition. It’s the amount of money you pay per active participant in your ICO.

CPL stands for Cost per lead. It’s the amount of money you pay per active lead who has expressed interest in your ICO/blockchain project.

Most marketers focus on CPL, as the process of converting leads into customers is heavily dependent on how effective your sales and conversion strategy is.

But for ICOs, you need to focus on CPA (or adopt a lead qualification system where you qualify leads for how likely they are to convert).

Bottom line- you need to know exactly how much you can spend per user that becomes an active investor in your ICO. Down to the pennies, because unlike Facebook ads, you’re creating an affiliate program for publishers. Any mistakes can blow up on your face.

Once you have your CPA, set a commission percentage that you can offer for affiliates who drive investors for you. Don’t go over 40% with this- that’s not very cost effective, and reeks of a scam.

Step 2: Get your affiliate program listed on affiliate CPA networks.

You need a two-pronged strategy for this.

You need to get listed on both crypto- specific ad networks so that you can drive relevant traffic, and some generic ad networks so that you can get some volume in and lower costs.

So what are some good crypto specific ad networks?

I prefer these:

  1. Biggico ( a part of the Cointraffic ad network)

2. RunCPA (one of the first crypto affiliate networks)

3. Spicytraffic (love their dashboard- you get access to analytics and choose traffic sources)

 

For generic networks, the first one to look at Offervault. Just as the name sounds, it’s one of the largest databases of affiliate programs, and can drive a fair amount of interest to your affiliate program:

Step 3: Setup onboarding automation for new affiliates:

This is easier than I just made it sound. All you need to do is set up an autoresponder (just use a free MailChimp account) automation that sends all the details of your affiliate program such as target links, their affiliate tracking link, marketing collateral (banners, ad copy and other material they can use to drive traffic and raise awareness about your ICO) and other details in an email.

5. Video Marketing:

Video marketing ties in a lot with the influencer marketing tactics we discussed earlier.

But there’s a reason why it works well- videos are much more engaging and consumable than other types of content.

In fact, it was one my major predictions for the ecommerce industry in 2018, and it turned out to be true.

Since YouTube is the platform with the largest number of creators out there, we’ll take a look at how to do it on YouTube.

Step 1: Look for major content creators in the crypto space.

We obviously need to do this at scale.

I can show you some scalable scraping and listing methods, but the thing is:

They don’t work. You’ll need to vet each creator and YouTube channel for quality and, in the end, many YouTube accounts that have huge subscriber bases publish content.

The other issue is that most vloggers in this industry have new channels just months in- they may not have big subscriber bases.

First list out crypto search terms.

An easy way to find out good terms to search for is to use the YouTube keyword suggest and see what comes up when you enter seed keywords like ‘crypto technology’:

List them out in a Google sheet.

After you’re done with about 50 search terms, it’s time to find some good channels and vloggers.

Search for each keyword on your list one by one. Don’t forget to filter the search to include only channels.

Also, if you sort by View Count, you can get the channels with good subscriber bases.

Set a minimum subscriber number of 2000, and a minimum number of videos on their channel as 40, and filter all the other ones out. Make sure you filter out channels of blockchain projects like Filecoin or Ripple etc.

Also, if you notice that most of their videos are pitches or about different ICOs, remove them from the list. Don’t believe view counts a lot- they can be manipulated.

Pro Tip: You can always simply record a screencast video of how to search for different keywords on YouTube, how to vet channels and videos, and how to list them in a Google sheet using the chrome extension Useloom.com, and simply outsource the grunt work to someone on Upwork.com

In a google sheet, list out the vlogger name, channel name and URL, number of subscribers, and the number of videos published to date (you may also add social profiles and contact info- I’ll be covering this in detail in the next step anyway).

Step 2: Reach out, ask for press kits.

There are a few challenges to this.

Most of the vloggers and channel owners will have press kits and standard rates they charge for sponsored content or mentions. But again, this is not another ‘normal’ industry.

We have very new content creators and bloggers and even more scammers.

So we need to first find their contact information (or use your VA for this).

Most of the professional ones who have been doing this for a while will have this in their about pages, along with their social profiles and websites:

If they don’t show their contact details openly, we may have to reach out to them via their social profiles, which will be shown in the Links section, again on their About Us pages:

Growth Hack: You can scrape out social profiles automatically using Xpath. The Xpath for the links list is //*[@id=”link-list-container”]. Just use the function =importxml(“file URL”,”Xpath Code”) in Google sheets to pull the social profile link URLs.

Now that we have the contact details, we need to reach out and ask.

Here’s the template I would use for reaching out to vloggers and channel owners:

Hey {{Name}},   //Just use ‘Hey there!’ if  you don’t have a name

Just came across one of your videos on {{video topic}}. Loved it.

We’re working a blockchain project on {{2 lines about your project, the problem you’re trying to solve etc.}}. You can find the details here: {{ICo website}}

Here’s our whitepaper: {{Whitepaper link}}

We also have an upcoming ICO on {{ICO launch date}}.

Would you consider giving us a push on your channel?

Can you please send along your press kit or some ideas and costs on how we can make this work?

Cheers,

{{Your name}}

 

You can use the same template to reach out to them on social media too.

Step 3: Plan budgets, negotiate, get traffic

There are several things you need to keep in mind here.

First, the only thing that vloggers and channels can send you are views and clicks. Converting them into investors and ICO participants is up to you.

Pro tip: Try to onboard the vloggers as affiliates on your affiliate program (I’ve talked about it above). This way, you have guaranteed ROI. It’s difficult though because now the onus is on them to convert viewers into investors.

Which is why you need to get all that traffic to landing pages that have been carefully crafted for conversions. (I talked about the importance of these, and on how to craft converting ICO landing pages in the basic section at the start of this guide.)

The vloggers should handle everything from then on until publishing the video/ and or mentioning you. You may have to give them some direction on where you want them to send traffic (landing pages) and what your goal is (build buzz, drive clicks to ICO page, etc).

Keep one thing in mind:

Your goal is not just to build hype. You need to get that traffic to a list so that you can then send them updates about your ICO launch and convert them.

You’re wasting money if you don’t. And try to include links to Whitepapers and other trust-building elements so that you stand out. (I recommend including these on your landing page itself).

See how Stratis does this:

With a bit of grunt work, you can get a number of bloggers to add mentions or publish sponsored videos- and generate a lot of hype about your ICO.

Regarding budgets, I wouldn’t recommend anything above 0.3 BTC per sponsored video (taking into account that most channels are run by small content creators).

6.Retargeting:

I wanted this to be a full-fledged dedicated section to retargeting.

Why?

Because it’s one of the best advertising tactics of the 21st century.

The concept is simple.

It takes several brand touches to convert a user.

But when a visitor lands on your landing page or product page and bounces away, you lose them forever.

This is where retargeting comes into play. In retargeting, the user’s browser stores a cookie that allows you to repeatedly show ads to them.

The best part?

As of today, Facebook, Google, Twitter, YouTube, and all the major social media networks and a ton of other 3rd party ad networks allow you to retarget. And it’s cheaper than traditional advertising.

And what’s even better?

Conversion rates of retargeting ads are typically double or more than that of conventional ads online.

The challenge?

Most major ad networks that allow retargeting are not accessible to us because of ICO ad bans- like Facebook, Google, and other social networks.

The solution?

Crypto specific ad networks and native advertising channels. Let’s take a look at the options available to us in detail.

1. TokenAd

TokenAd is a crypto specific ad network that offers retargeting options through their network of trading platforms, bitcoin news websites and blogs, and cryptocurrency exchanges. They allow only crypto-related content, so you can drive much more targeted content via TokenAd.

The catch?

They have a minimum deposit requirement of 10,000 USD. I know. But they offer several types of ad formats: native ads, banners, and even videos!

Their traffic sources are concentrated from countries like Brazil, Russia, Ukraine, Mexico and Poland.

For any other industry, this would be a turn-off.

But remember what I said about how the crypto industry has received massive adoption in other countries and languages?

It’s natural- all you need to do is tailor the language according to your targeting.

And you can use both CPM and CPC. And pay via crypto (Bitcoin or Ethereum) among other options.

Not sure if you can set aside 10K just for retargeting?

Say hello to A-Ads.

2. A-Ads

A-Ads has been serving the crypto market since 2011. They work on a daily budget basis and have zero deposit requirements (yay!)

And in order to follow their policy of respect for your privacy, you can set up ad campaigns without even registering on the website. They don’t collect any user data whatsoever.

Compared to TokenAd, A-Ads offers another targeting option:

You can select website categories so that your ads show up only on specific crypto niche websites. Say Fintech crypto blogs if your blockchain project is in the Fintech space.

Unlike TokeAd, half of the traffic to the A-ads network comes from English speaking countries. But they’ve partnered with other publishers so that you can get a fair share of traffic from all over the world.

Pro Tip: Need a lot of traffic? Focus on USA, United Kingdom, Japan, and Russia.

3. CoinTraffic

As of today, CoinTraffic is one of the most well-known names in the crypto advertising sectors.

They’ve promoted over 80 ICOs to-date and boast having raised around $800 million since last year. However, they also offer dedicated account managers who take care of your campaign setup.

The catch?

They have a similar deposit requirement like TokenAd- EUR 10,000.

They offer traffic from all over the world and work only on a CPM bidding model where you have to prepay for traffic.

And now, the retargeting hack that’s going to work wonders.

None of us like to be advertised to.

It’s natural. We like to take our own buying and investment decisions and don’t prefer to have them swayed by good marketing campaigns

This is true for ICOs too.

You need to look good, without making them think that you’re trying your best to make yourself look good.

Just by creating a piece of content and driving a lot of eyeballs to it via crypto advertising channels will not do the trick.

The trick is to make it look like there is a lot of buzz surrounding your launch, and that the project is gaining traction.

How?

By engineering coverage on other publications, and then advertising to drive exposure to that coverage.

Step 1: Use any of the PR coverage you received on your blockchain project or upcoming ICO

Look for coverage that you received (or sponsored) for your project/ICO that talks about your ICO/blockchain project in a non-salesy manner, but shows it in a positive light.

Step 2: Use any of the ad networks above to craft an ad to this coverage/sponsored post.

Imagine this:

You land on the page of an interesting ICO.

You don’t take a buying decision; you browse away.

The next day, you see a link to a post on a crypto publication you’re familiar with about a new promising blockchain solution in the Fintech space that you’re interested in.

You read the post, only to find out that its the same blockchain project you saw the previous day.

See what happened there?

The ‘link to a post on a crypto publication’ is the retargeted native content ad that you set up to re-engage users who landed on your ICO page.

Repeated brand touches increase your know, like and trust factor, and bring them closer to investing in your ICO.

Phew, that was a lot to take in, wasn’t it?

In the end, I hope our ICO marketing guide and this one actually help you launch your project successfully and drive ample funds.

Whatever strategy you use, record your data- it’ll help you in making better marketing decisions.

Have any other cool advertising strategy that has worked for you? It takes 10 seconds to leave a comment 🙂

Featured image by Rytis Jonikas

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