1. Identify Your Target Audience
Who are you targeting? Who is your ideal customer? If you could give them a name, age, interest, occupation, and lifestyle, would you be able to?
These are some of the questions you and your team need to ask yourselves before developing your marketing campaign since you need to be clear on who you will be targeting.
Bitcoin companies target a range of different types of users, from complete nocoiners and curious newcoiners to experienced traders and early adopters. Therefore, it’s important to identify and segment your audiences to create customer avatars.
An example of a customer avatar would be “Norman Normie” who has never invested in bitcoin but has heard about it on the news. They are most likely male, in their 30s, have between $5,000 to $25,000 in investable capital, hold some money in stock ETFs, and are regular smartphone users.
The way you’d target “Norman Normie” would be very different to say an early adopter who has been part of the Bitcoin community for a decade. It’s important to be clear on who you are targeting and how you will speak to them to get their attention and to build trust.
2. Identify Your Marketing Channels
Have you identified your target audiences?
Great!
Now it’s time to think about your marketing channels.
What kind of marketing options do you have? Would you want to have fully online marketing campaigns? Do you want to have an in-person/physical marketing campaign? Or a mixture of both? And what are the results you expect from this campaign?
Sit down with your marketing team and look at what marketing channel options are available to you. Since you are a Bitcoin company, you probably won’t have access to all marketing avenues. So pick the market channels that have the most potential of reaching your target audience.
3. Create Content That Educates Users About Bitcoin and Your Product
Now, it’s time to create the content and copy that you will use in your marketing campaign.
In this stage, you should give your marketing objective(s) the most consideration. Do you want to create brand awareness? Get leads? Increase conversions?
By asking yourself these questions, you will be able to determine the right kind of messaging and tone. You will also have to keep your customer avatars in mind at this stage.The content should also be optimized to suit your marketing channel(s) of choice e.g having the right formats, number of words, or dimensions.
Additionally, you should focus on your customer’s pain points and explain how your product solves these issues and makes their lives easier.
4. Measure Your Results
Track all your marketing efforts using analytics platforms to find out what’s working and what isn’t.
By ensuring all your tracking is set up properly, you will be able to determine who your (potential) customers are, where they are hanging out, and what messaging they respond to the most.
5. Keep Doing What Works
Once you know what works, keep doing more of it.
If running a paid ad campaign on Facebook is getting you the most users for the lowest cost compared to other avenues, dedicate more budget towards that.
If most of your new customers are finding you through by googling questions they have about Bitcoin, create more educational content with the right keywords in mind.
If you would like help with your content marketing efforts, contact us today.
