In addition to the community, what marketing methods are there for the blockchain in 2020?

特邀专栏作者

2020-01-06 14:15 (UTC+8)

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If the blockchain industry wants to stand out in 2020, corporate marketing is indispensable. So what are the good directions for the marketing of blockchain companies in 2020?

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If the blockchain industry wants to stand out in 2020, corporate marketing is indispensable. So what are the good directions for the marketing of blockchain companies in 2020?

Nonsense

Like other nascent technology industries, blockchain is a highly technical field that faces major financial, political, and regulatory challenges, but it also has great allure and explosive growth potential. While you might think blockchain marketing is outdated, your target customers and competitors don’t. Let's talk about the six major marketing trends of blockchain in 2020:

Trend 1: Twitter replaces Reddit, Telegram and BitcoinTalk

In 2019, Twitter replaced Reddit, Telegram, and BitcoinTalk as the main communication platform for the blockchain industry in the United States. There are two reasons for this:

① As blockchain companies mature and become institutionalized, communication between them becomes less and less. With brands opting for community-driven platforms like Reddit, Telegram, and BitcoinTalk, crypto wars, malicious attacks, and FUD (fear, uncertainty, doubt) marketing are becoming more common. Telegram, in particular, aims to facilitate token sales by providing a way for users to get quick answers to their questions. However, with token sales plummeting, and serious functional flaws such as the inability to provide captchas to users, Telegram is becoming obsolete as a channel for community growth.

② Another catalyst for the growing popularity of Twitter in the crypto industry is Jack Dorsey. A long-time Bitcoin advocate, Jack Dorsey backed Lightning Labs and founded Square’s cryptocurrency division, which is currently funding Bitcoin Core development and will also integrate Square’s Cash app (Cash App) has grown into one of the leading retail sites in the United States. A few days ago, Jack announced that Twitter would fund a small independent team of up to 5 open source architects, engineers, and designers to develop an open and decentralized standard for social media, allowing his community (Twitter special) is fully supported.

In addition to Twitter, I also have a lot of confidence in LinkedIn. Over the past three years, LinkedIn has transformed from a job seeker platform to a content platform with extremely high organic reach. LinkedIn is like Facebook 7 years ago, and blockchain projects would be remiss if they missed their opportunity in 2020.

Trend 2: Goodbye Medium, hello Ghost

In 2020, more and more blockchain brands will transfer their blogs from Medium to their own websites, and build local blogs or use Ghost (an open source publishing platform with more "encryption-friendly" value). The reasons are as follows:

When you post content to Medium, you lose control of your content. Medium now owns your content and drives traffic to its own service. You can link to your website, but very few people click on your website after reading your article.

Medium is an aggregator. At the end of the day, you still need to promote your content through your marketing channels to attract attention. Instead of sending readers to your own website to learn more about what you do, you’re sending them to another website and into another company’s customer acquisition funnel.

Unlike Ghost or native blogging, Medium doesn’t allow you to set a custom domain for your blog posts, reducing your content’s organic visibility and search engine optimization (SEO) value.

Medium’s increased scrutiny of cryptocurrencies (and the threat of possible account freezes) has caused some concern and backlash in the blockchain community.

Whether for censorship reasons, or for better SEO optimization and traffic conversion, expect blockchain to continue to exit Medium in 2020.

Trend 3: Except for the brand, the moat almost no longer exists

The moat in the blockchain space is slowly disappearing. Competing projects copy each other. It is not enough to survive on cool technology, or to continue to develop ICOs and improve operational efficiency. While something may still be profitable for you now, it won't last forever. What is a strong moat for blockchain organizations in 2020? --brand.

If your brand does not occupy a clear place in the minds of users, customers, and potential markets, then others will be better than you at expressing their value and taking the place you want.

It probably doesn't matter if you're the first person to launch a product. The important thing is that you need to occupy a specific position in the target market first. Here are some examples of blockchain projects that have successfully accomplished this task:
Bitcoin → Digital Gold
Ethereum → Programmable Blockchain
Coinbase → Easy Cryptocurrency Trading
MakerDAO → Powering Decentralized Finance
Tether → Stablecoin

Cosmos & Polkadot → Blockchain Interoperability

Either build a brand, or, wait out bankruptcy.

Trend 4: Education trumps fear

New things scare people. We live in an age where people form firm opinions before they know the facts. If something elicits fear, uncertainty, and doubt (FUD), most people will automatically avoid it.

The countermeasure to fear is education, the general public still lacks understanding and basic knowledge about the crypto industry. As practitioners in the industry suffer from a dark history of hacking (Mtougou, Coincheck), the dark web (Silk Road) and fraudulent ICOs, we are forced to explain blockchain to our customers and partners The true value of technology. This requires us to spend a lot of time talking or writing about the benefits of blockchain and the opportunities it brings.

Being a thought leader in any cutting-edge industry is invaluable. Companies that leverage content marketing significantly outperform those that don’t when it comes to traffic and marketing. Blockchain newbies in traditional retail and enterprise are increasingly doing their own research, so a lack of content to help crypto startups do their research could mean they are not competitive.

With brands like Messari raising the bar in content this year, blockchain marketers in 2020 must have a solid knowledge of the blockchain space and understand their customers.

Trend 5: The growth indicators of blockchain projects will be more perfect

99% of blockchain organizations operate like traditional businesses. These companies need salaried employees, and therefore need customers who use their agreements to generate revenue for these companies.

Just as daily active users (DAU) is a key growth indicator for Facebook, or the number of room reservations is a key growth indicator for AirBnb, blockchain projects will also refine their growth indicators in 2020, no longer just looking at price and market value.

However, unlike traditional digital platforms, token holders in a blockchain do not use the protocol in the same way. Some miners are running blockchain nodes in the form of passive income models, some miners are building infrastructure or applications based on the base layer protocol, some are speculators, and some are ordinary users who use the blockchain to achieve its intended function .

Identifying each segment of users, understanding their needs and behaviors, and retaining them is necessary to transition from a brick-and-mortar to a healthy business model.

With blockchain business intelligence service providers like Flipside Crypto, blockchain organizations can tag users (holders, traders, speculators), operators (nodes, miners, validators) and businesses (dapps, exchanges) , and track growth metrics specific to each user segment.

Understanding these metrics will help guide business and marketing decisions in 2020.

Trend No. 6: Customer Acquisition Channels Still Work

While many marketing channels, strategies, and tools are unique to the blockchain space, the core digital marketing principles are the same. The same is true for 2020.

From visitors to paying customers, every business has a unique set of channels to acquire users.

By mapping the data collected by analytics tools to user journeys, you can identify bottlenecks at churn and take steps to improve conversion rates at each stage of the funnel. Start your analysis with a series of questions about how users interact with your product:

1. How does a user change from a visitor to a payer?

2. When do users really understand the value of your product/service? (Your job is to get people to this goal as quickly as possible, especially in a complex field like blockchain)

3. At what stage does the profiler show users abandoning your product? (Use tools like Google Analytics to detect conversion rates at every step of the user journey to spot issues)

Don't worry about having no confidants on the road ahead, but there are friends on the investment road. I am Nakamoto Curry (BTC6668888), and I am willing to stand with you through thick and thin!

If you want to invest in Bitcoin but haven't found an effective profit method, or you have stockpiled spot but don't know how to use contracts to hedge risks, or you like Nakamoto Curry's humor, welcome to communicate.

Don't worry about having no confidants on the road ahead, but there are friends on the investment road. I am Nakamoto Curry (BTC6668888), and I am willing to stand with you through thick and thin!

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