To the Moon: 5 Lessons Learned From Crypto Marketing to Date

Published on October 6, 2021

When it comes to crypto marketing, the harder you work, the luckier you get. While it might seem that everyone with a crypto or DeFi product is getting rich quick because they have a built-in audience ready, willing and able to buy their products, this is anything but the case.

Several years into working with various crypto and DeFi companies we’ve been able to see what works and what doesn’t. Here I share some lessons learned from crypto marketing — the big ideas that have helped clients capture the attention of crypto audiences while harnessing untapped white space.

1. You Can’t Really Rely on Ads

Although Google allows advertisers of crypto products—albeit with restrictions—simply buying ads on the largest ad exchange and waiting for the clicks and conversions should not be the sole marketing strategy for any crypto entrepreneur.

Instead, entrepreneurs should adopt the “try before you buy” strategy popularized by Facebook and then soon followed by the other social networks: post organic, original content, see how it performs and then, if it demonstrates modest success, boost it with a small ad spend. You can experiment by publishing content on your owned social channels, or by posting in other social channels, such as groups, to observe engagement. Even a small level of reaction to the content can indicate potential for content boosting.

However, if you’re a fan of purchasing digital ads because it worked in the past with other products you’ve promoted, you’re in luck: crypto-specific ad networks have sprung up to help crypto start-ups buy advertising to their heart’s content. Cointraffic is one, and it boasts more than 400 crypto publishers. 

2. Publish or Perish

The old adage about how academics need to manage their careers—”publish or perish”— is highly applicable to crypto marketing as well. The more you publish, the stronger your overall marketing efforts — and the opportunities they bring — will be.

This is more than simply creating a blog for your company’s website. Several additional activities are needed to ensure that your content marketing efforts get amplified and reach the right audiences of prospective customers for your crypto or DeFi start-up:

  • Syndicate your articles to other platforms, like Medium and LinkedIn Publisher.
  • Join online discussions in the broader community, such as in social media groups, and engage in conversations.
  • Reach out to different publishers and influencers, such as coin review sites and crypto broadcasters.
  • Pitch yourself as a guest on podcasts, Clubhouse, Instagram Live and other live and recorded media.

3. Assemble Your Crew, Part I: Influencers

Crypto or DeFi projects need grassroots movements to help them gain traction in order to witness real-world adoption. Indeed, you will need influencers to help you do the heavy marketing lifting and spread positive word of mouth for you and your product or service. 

These influencers will need to be compensated in some way. (Your old college roommate tweeting about your company might support your product for free, but a total stranger will most likely not.) Incentives are needed to build a community of influencers.

Classic affiliate and referral programs encouraging people to spread the word about a product in exchange for extra tokens or other rewards are still very much in use. However, some crypto and DeFi projects lean not on potential buyers or investors but rather on the technical or engineering community. To spread the word about their product, crypto marketers will run bug bounty programs to find security issues, encouraging developers to strengthen their products.

Not a bad approach, as these techies could very well become influencers of your product at some point.

4. Assemble Your Crew, Part II: Customer Care

For additional marketing support, look internally at your customer care team. Indeed, customer care — the Web 3.0 version of it — can be a strategic asset for marketing. 

What I’m referring to is those chatbots floating in the lower right-hand corner of websites. Usually an icon in the shape of a dialogue bubble, this integration provides a way for website visitors to engage with a company in real-time — whether a live human attendant is available or not. 

Even when a live person is not available, the customer-care chatbot can be programmed to push content, such as links to articles, or can prompt the website visitor to ask a question that someone will answer at a later time.

Of course, in order for this to work, the visitor often must leave an email address. This is genius, because now as a crypto marketer you have not only discovered a way to engage with a potential customer but you now have their email address or another way to contact them, so you can add them to your CRM and engage in rounds of marketing automation or demand-generation campaigns.

5. Always Deliver Value

It’s easy to jump on the crypto or DeFi bandwagon these days. Join a Meetup group, find some enthusiasts with capital, hire some developers and boom! You’re in business.

However, the biggest hurdle is value. Is your product really something the world — even if it is the niche world of crypto and DeFi — really needs? Perhaps the best marketing observed is the product itself: if it solves a problem, or at the very least solves a problem that has already been solved by other products but in a unique, compelling or more user-friendly way, your product will win.


CEO & Founder Erik Huberman is a member of Grit Daily's Leadership Network. He launched Hawke Media in 2014, which is now valued at over $150 million. As a serial entrepreneur and marketing expert, Erik has been recognized by his industry peers through honors and awards including, Forbes Magazine’s 30Under30, CSQ’s 40Under40, and Inc. Magazine’s Top 25 Marketing Influencers.

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