Initial Coin Offerings (ICOs) have been a popular method for crypto startups to raise capital. However, times have changed, and successful ICOs now require more than just hype. A strategic approach to marketing is a must-have for successful fundraising. Otherwise, you will fail (just like hundreds of other businesses did; we will tell you more about them later in the case study).
In this article, we’ll explain why ICO marketing matters today, outline a three-phase campaign approach, discuss crafting a winning strategy, identify common pitfalls, and provide actionable steps for success. When you look for investments, you need to be careful and understand exactly what you are doing (and why).
But let’s start from the beginning.
Why ICO Marketing Matters Today (even if you think that it’s dead)
The ICO boom of 2017–2018 left many investors wary. Numerous projects promised too much and didn’t deliver, leading to the fall of ICOs from their reliable fundraising method pedestal. However, when executed with a strategic approach, ICOs remain a potent tool for raising substantial capital.
Successful initial coin offerings in the current market are distinguished by their transparency, robust community involvement, and distinct value propositions. These components draw in serious investors and aid in restoring trust. To set your product apart and show its long-term potential, you need a well-thought-out initial coin offering marketing campaign.
With the right marketing efforts, ICOs can effectively secure funding and lay the foundation for sustainable growth. The main question is “How?” and we are here to answer it.
The ICO Campaign: A 3-Phase Approach
Phase 1: Setting the Stage
Before launching your ICO, it’s essential to build a solid foundation. This involves defining your project’s narrative, establishing trust within the community, and generating initial interest. Key steps include creating a comprehensive whitepaper, developing a professional website, and engaging with potential investors through social media and forums. Building a community early on can lead to increased support and investment during the ICO.
Phase 2: The ICO Launch
Transparency and open communication are essential throughout the launch of the initial coin offering. Maintain open lines of communication, immediately resolve concerns, and provide stakeholders with regular updates. To increase reach and draw in investors, use influencer collaborations, PR efforts, and targeted advertising. Ensure the process runs smoothly and transparently to increase credibility and investor confidence.
Phase 3: Post-ICO Growth
We are close to the finish! After the ICO, focus on sustaining momentum and fostering growth. Continue engaging with your community, provide updates on project development, and deliver on promises made during the offering. Analyze data to assess the effectiveness of your strategies and make necessary adjustments. Maintaining transparency and delivering value can lead to long-term success and investor loyalty.
Crafting a Winning ICO Marketing Strategy
Defining Your Unique Value Proposition
Start by clearly stating what makes your project different. Explain the problem you’re solving and how your solution works. Keep it simple and direct.
For example, Generis helped Lecksis define its unique value, leading to a successful launch that raised $500,000 and achieved a 10x token growth within 12 hours.
Content, Social Media, and Influencers
To effectively promote your ICO, it’s important to communicate clearly and engage your audience. Share straightforward content that explains your project’s goals and benefits. Regular updates on platforms like Twitter, Telegram, and Reddit can keep your community informed and involved.
Collaborating with influencers who share your project’s values can also expand your reach. For instance, Generis partnered with influencers during the Lecksis campaign, resulting in over 1.3 million impressions and significant community growth.
Data-Driven Adjustments
Monitoring your campaign’s performance is crucial. Track metrics such as website visits, social media engagement, and token sales to understand what’s working. Generis uses this data-driven approach to adjust strategies and support clients in achieving sustainable growth.
Common Pitfalls & How to Avoid Them
The Risks of Overhyping and Unrealistic Promises
Many initial coin offerings have failed due to exaggerated claims and lack of substance. This list includes top-tier projects that you probably heard about:
- BitConnect promised daily returns of 1%, attracting investors with its lending platform. In 2018, it collapsed, losing 92% of its value, and was later exposed as a Ponzi scheme.
- Tezos raised $232 million in 2017 but faced internal disputes and legal challenges, delaying its launch and eroding investor trust.
- KodakCoin was announced in 2018 as a cryptocurrency for photographers. Despite initial hype, the project was indefinitely delayed and eventually canceled, with all mentions removed from Kodak’s official website.
As you can see, overpromising can lead to loss of credibility and investor confidence.
Measuring What Matters
Tracking the right metrics is key to evaluating your ICO’s success. You can track 50+ different metrics, but what for? First of all, you should focus on these:
- Funds Raised: assess if you met your financial goals.
- Token Distribution: make sure tokens are fairly and transparently allocated.
- Investor Participation: monitor the number of unique investors to gauge community interest.
- Social Media Engagement: track followers, likes, shares, and comments to measure community involvement.
- Token Price Performance: analyze post-launch token price to understand market perception.
- Community Growth: evaluate the increase in active community members over time.
- Partnerships and Integrations: assess the number and quality of collaborations established.
- Product Development: track progress against your roadmap to demonstrate commitment.
Focusing on these KPIs helps in making informed decisions and adjusting strategies effectively. Useful data tells you what you can do to improve your results. Unuseful metrics only give you the illusion of understanding. Track what’s important and ignore data that doesn’t tell you anything.
Choosing the Right ICO Marketing Agency
Selecting a competent marketing agency is crucial for your ICO’s success.
- Experience: look for agencies with a proven track record in ICO marketing.
- Transparency: check if they provide clear reporting and communication.
- Customized strategies: choose agencies that tailor their approach to your project’s needs.
- Community engagement: they should have strategies for building and maintaining a strong community.
- Compliance knowledge: make sure they understand and adhere to regulatory requirements.
It is worth spending several hours selecting a good agency. This can save tens of thousands of dollars in marketing budgets.
Generis in Action
At Generis, we have a history of delivering successful ICO marketing campaigns, including Lecksis, WhiteSwap, white.market, and more. We launched effective marketing campaigns before and we can do it again for you.
Check all our cases in detail here
Key Takeaways
- ICO marketing isn’t just about hype. It requires clear messaging, trust-building, and consistent engagement.
- A successful campaign unfolds in three phases: preparation, launch, and post-ICO growth.
- Avoid over-promising. Focus on delivering real value and maintaining transparency.
- Track meaningful metrics like investor participation, community growth, and token performance.
- Partnering with experienced agencies like Generis can provide tailored strategies and proven results.
Actionable Next Steps
Want to move forward? Begin by clearly defining what sets your project apart. A strong value proposition helps investors understand why your token matters. Next, create a marketing plan that covers every phase of your coin offering: from early awareness to post-sale growth. This plan should include social media engagement, influencer partnerships, and consistent content to keep your community informed and involved.
As your campaign progresses, monitor key metrics like investor participation, community growth, and token performance. Use this data to refine your approach and make informed decisions. If you need support, a specialized ICO marketing agency can provide the expertise and resources to enhance your campaign’s effectiveness.
Reach out to Generis for expert guidance and customized solutions.
Get proposal for my crypto business
FAQ
It depends on the country. Some places (for example, the US) have clear rules for ICOs, while others (for example, China) have banned them. Always check the regulations in your area before investing or launching a coin offering. But unless you are from China, it is most likely legal for you.
Look for a detailed whitepaper, a clear roadmap, and a team with real experience. Be cautious if the project makes big promises without solid plans.
Use social media, create informative content, and work with influencers who understand crypto. You can focus on the community or on the whale investors (or try to balance between them).
The project goes scam, and the founders disappear. Just joking (however, it is true sometimes). After the ICO, focus on developing your project and keeping your community updated. Deliver on your promises to maintain trust and support.
