People who get into the blockchain space often have a very naive view of the community and how much they are willing to support a project. They assume that having a nice white paper and a truly interesting, and even revolutionary product is enough, but sadly, it isn’t.
Tons of great projects came and went, some of them without getting much attention from anyone in the space. You also have promising projects that have been talked about for years but never were able to really get off the ground. Let’s take a look at some of the biggest challenges of marketing blockchain projects.
Managing a Big Community
Even if your blockchain project is not very well known, you can expect to have to manage a big community. You have to be ready to answer people’s questions on subreddits, discord, and other platforms. As a marketer, you will need to answer these questions as professionally, clearly, and truthfully as you can. You will also have to quickly identify scammers and route them out.
Explaining the Technology
One of the most important things when marketing a blockchain project is explaining and selling the technology and usage case for them. A lot of people still don’t understand the difference between a blockchain and a cryptocurrency, for instance. This could be a big issue for you if you’re trying to sell a blockchain that would solve a major problem for a specific industry if they don’t trust cryptocurrency.
This is why you need to make it very clear from the get-go that you are not selling a crypto product. You have to present your project as a solution first and then introduce the blockchain aspect. We also suggest that you look for a blockchain marketing agency and one that specializes in video marketing specifically.
That’s because explaining the use case for a blockchain product to a layman‘s audience is much easier through video. You could have a video series that would first introduce your project as a solution for a specific problem and start explaining different use cases in the following videos. At the end of the series, your core audience will know exactly what you’re trying to solve, understand a bit more about blockchain technology, and how it can help them.
Differentiation
Another major issue with blockchain projects is that they tend to get muddled with the rest of the projects out there. This is why you need to have a strong brand identity. Influencer marketing could be a great tool for differentiating yourself too.
You need to find an influencer that would be interested in this type of product and focuses more on the technology side of cryptocurrencies. You should also take a long hard look at your project and see if it’s not too generic.
If it is, then you might want to find another angle to market it to make it seem as if it was created for a specific audience or sector. Or you may have to accept that you’ll always have less recognition than your biggest competitors.
Blockchain project developers should be ready to face these issues when marketing their projects to the masses. Be adaptable and use as many different techniques as you can while staying cost-efficient and monitoring your results so you can constantly tweak your efforts.
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