• ICO Resources

    We've put together a curated list of content covering everything from crypto 101, to running your own token sale.

What is an ICO?

An ICO is essentially a crowdfunding round that uses crypto-tokens instead of traditional currency. An ICO is like an IPO (Initial Public Offering) but without the many layers of regulation associated. That can mean funding rounds of £20M+ with only a team and a whitepaper.

Unlike VC or an IPO, buying a token does not necessarily entitle you to a share of the company, only the project the ICO represents. This is a tradable Kickstarter commitment that shows an early interest in a project and its application.

Moreover, anyone can release a coin or ‘token’ claim it has value and takes everyone’s money and people have been stung by these fraudsters. But, while it may be the wild west for regulation, these offerings give opportunities for small businesses and startups to quickly test their idea and get a temperature on how much people are willing to pay for their solution, or even better, get a huge round of support (like a Kickstarter) before they have to spend hundreds of thousands of dollars on developing their final product.

Compared to conventional funding routes (i.e. IPO, VC, loans, etc.), crowdfunding is fairly easy to set up, and can be the perfect platform to test your market assumptions and interests, or create enough noise that marketing becomes organic before you’ve even finished the product.

Put simply, an ICO is a way for a company to raise cash quickly without going through a conventional auditing and regulation process. However, many people have raised serious concerns about its security.

What is an ICO?

An ICO is essentially a crowdfunding round that uses crypto-tokens instead of traditional currency. An ICO is like an IPO (Initial Public Offering) but without the many layers of regulation associated. That can mean funding rounds of £20M+ with only a team and a whitepaper.

Unlike VC or an IPO, buying a token does not necessarily entitle you to a share of the company, only the project the ICO represents. This is a tradable Kickstarter commitment that shows an early interest in a project and its application.

Moreover, anyone can release a coin or ‘token’ claim it has value and takes everyone’s money and people have been stung by these fraudsters. But, while it may be the wild west for regulation, these offerings give opportunities for small businesses and startups to quickly test their idea and get a temperature on how much people are willing to pay for their solution, or even better, get a huge round of support (like a Kickstarter) before they have to spend hundreds of thousands of dollars on developing their final product.

Compared to conventional funding routes (i.e. IPO, VC, loans, etc.), crowdfunding is fairly easy to set up, and can be the perfect platform to test your market assumptions and interests, or create enough noise that marketing becomes organic before you’ve even finished the product.

Put simply, an ICO is a way for a company to raise cash quickly without going through a conventional auditing and regulation process. However, many people have raised serious concerns about its security.

ICO Marketing

It is important especially today with over a thousand initial coin offerings and token sales in the market that you find a way to stand out from all the noise and to find a way to connect with your target audience.

The way to do this is to think long and hard with catchy messaging that is more then just feature, product and price but shows the true value and vision.

Pitch Deck

One of the most vital aspects of presenting to Angels, Investors and Venture Capitalists is a great looking and well structure Pitch Deck presentation. The aim of the presentation is to captivate your audience and get them not only to understand the concept but also the market size the value proposition and why they need to get in and invest early.

Keep in mind that this audience is use to being pitched every day so each and every word and every slide as well as visual is vital for gaining the attention needed.

 

Video

In todays world video content and videos in general have a much better way of engaging to an audience. It is a great way to convey your concepts message as well as display the face and the people behind the project.

Website

It is argued that the website is the most important aspect of any initial coin offering and is hands down the most visited and vital marketing communication vehicle for any conversion that happens within the funnel of acquiring and retaining token investors.

It is very important to have a clean, modern, sleek website that clearly describes the problem, solution and value propositions and vision of your project to gain interest in a short period of time from any potential token investor.

Below we will breakdown the most important elements needed:

MENU
– LOGO
– ABOUT
– WHITEPAPER
– TEAM
– MEDIA
– FAQs
– CONTACT
– LANGUAGES

– LOGIN
– SUBSCRIBE (Before PreICO) & CONTRIBUTE (During, PreICO/ICO)

It is also key to have the most important call to actions on your website such as but not limited to below:

WHITE PAPER
CONTRIBUTE
SUBSCRIBE
JOIN TELEGRAM 

 

Banner Ads

The digital version of the billboard ad and still the best way to generate awareness, engagement and visitors to your initial coin offering will be via display marketing and utilizing banners.

The fact of the matter is the world is blind to banners and they are even more blind to boring banners that do not engage or connect with the audience.

The way to do this is to use strong messaging combined with connected visuals that will enhance the messaging with a strong call to action and reason for the user to click.

Content Distribution

So now that you have all of this great content, messaging, visuals, and video assets you now need to get it in front of the targeted audiences of token investors that would appeal to your project.

The majority of any initial coin offering and tokens sale investment goes into the channels of marketing and we have listed them each below.

Public Relations

Public relations and press releases are vital for any initial coin offering to gain the trust of the public it is definitely a mandatory step to have placements and articles within major news outlets such as CoinDesk, CoinTelegraph, NewsBTC, CoinSpeaker, Entrepreneur, TechCrunch, The Next Web, Forbes to name a few but the list can go on and on.

The list of targeted placements will also change based on if you have a specific vertical or niche that you would also like to build trust within respect of that specific community however you will always want to have visibility within the crypto community frequently viewed websites.

It is extremely important to not only find a PR firm that can write the press releases for you and write the content in a way that the top news sources will want to cover the story but also choose a firm that has the necessary relationships with the editors needed for your news to get published.

Social Media & Community Management

Firstly, it is important to highlight the main channels that work for initial coin offerings and to talk about each one of the channels the amount you should be posting and how.

– Facebook – Audience +1 Billion
Let’s not reinvent the wheel- keep to announcements and updates, keep the tone straightforward, this is there for SEO and non hardcore people. Share a couple of more down to earth basic blog posts that you might not share across the board.

– Twitter – Audience +300 Million
Twitter is a platform that has the ability to become either a run of the mill social platform or a true community with deep discussions. In order to achieve the first, we’re going to post announcements and updates like everyone else. The second however will require that we initiate the conversation, at least at first.

– LinkedIn – Audience +100 Million
Linkedin tactics fall into two major pillars- brand and personal. On a brand level, we should be doing the pretty straightforward update work, with a little added element of sharing internal LinkedIn blog posts as opposed to medium links, which brings us to the personal. On a personal level we should select a LinkedIn profile that is “the face” of our activity. The best would be the CEO, but it needs to be someone who has the availability to approve and sometimes create content. On a personal level, outside of the day to day networking, we want to utilize this account to post our blog posts natively into LinkedIn, giving them more reach within the platform, participate in groups and discussions about finances and Blockchain- pushing our owned and higher ranked social assets, but not too hard, and posting on their own feed shared posts from the page, to garner a higher reach to our announcements.

– Reddit – Audience +85 Million
Work in reddit is quite similar to work in Quora,  though it is less sneaky. We’re going to focus on monitoring- making sure that every relevant discussion in relevant subreddits is ours for the taking, inserting a thoughtful opinion or answer into every post we can relate our product to. Again- this is done from one personal profile, the face of the company, in order to build up Karma. The second level is the AMAs- actually creating a discussion about ourselves through questions and answers. Hosting AMAs across relevant subreddits could expose our product to a whole slew of new potential investors and users. The third element, is, not spamming, sharing our product with relevant communities. We might get voted down, but it’s worth a try, and we’re going to be utilizing “fake” accounts for this, to make sure we don’t hurt the Karma of our “face of the company”

– GitHub – Audience +26 Million
To understand GitHub, you must first have an understanding of Git. Git is an open-source version control system that was started by Linus Trovalds—the same person who created Linux. Git is similar to other version control systems—Subversion, CVS, and Mercurial to name a few. So, Git is a version control system, but what does that mean? When developers create something (an app, for example), they make constant changes to the code, releasing new versions up to and after the first official (non-beta) release.

– SteamIt – Audience +35,000
Steemit is a relatively new company, founded in early 2016 by Ned Scott and Daniel Larimer. Ned Scott earlier worked for Gellert Global Group, a family-owned private equity group which holds many North American food companies. Daniel Larimer is the founder of Bitshares, which has the 11th largest market capitalization amongst all cryptocurrencies.The conceptSteemit is powered by blockchain technology and uses a new cryptocurrency to reward users who upload articles, images, commentary, etc. Other ways users can get paid is through sourcing and up-voting popular content. The earlier a person up-votes a post that becomes popular, the more is the reward. Users are paid half in ‘Steem Power’ (a vesting currency) and half in Steem Dollars, which can be exchanged for US Dollars.

– Telegram – Audience +100 Million
All in all conversation seems to be going well on this platform, could be useful to create an “update” message once a week with all the latest developments, links, and updates and pin it to the top, in order to avoid as much as we can repeating questions and new users asking basic things. This message should also have a link to a living FAQ page which covers most common questions asked on the thread. If you need any help or assistance setting up or managing your initial coin offering or token sales Social Media or Community management our team is ready and able to help take the weight off your shoulders and work with your existing team or become your extended outsourced team.

Bitcoin Talk Forum

As I write this today there is approximately 1,331,007 members within this highly targeted forum for anything crypto related. This is where the community lives and it is a great channel to engage users to setup Bounty Programs, AirDrops and to help achieve interaction with the community directly.

Bounty Program

The bounty program is the crypto currencies version of affiliate marketing whereby you utilize bitcoin and crypto user audience within Bitcoin talk etc to help push your initial coin offering and token sale within their social media like Facebook, Twitter, Telegram and other media channels.

This is a useful platform to help spread the word and bring some virility to your initial coin offering.

Remarketing

In todays world it is hard to attract targeted token investors to come to your website so when you do get a user you need to make sure that you pickup this audience profile and retarget them across the major platforms such as

Google, Facebook & AD Roll where you can target the user when they are browsing thousands of websites around the internet or even searching for keywords or competitors in order to build your awareness even further.

It is vital when utilizing re-marketing that you keep your creative banners fresh and engaging to bring the user back and give them a strong reason to interact with your brand again.

We do this by adding at least 3 creative sets into the pool of creative and optimize towards the best converting creative and keep adding on a weekly basis.

We have seen that HTML-5 animated dynamic banners have a much greater impact in terms of both CTR – Click Thru Ratios and Conversion Rates of Click to Lead and Click to Token Investor.

 

Search Marketing Pull

When it comes to paid search marketing which is getting more and more expensive by the day due to competition it is vital to make sure you are using the best set of targeted keywords as well as taking advantage of all the features to enhance your listing and get a better quality score and CTR compared to your competition.

The right balance of Push and Pull marketing is always needed if you want to succeed and make sure your results are achieved.

Direct Placement Media Buys 

Direct media buys and placements although expensive in many cases are great to build the needed trust, hype and awareness but make sure to conduct the right research and understanding before investing on your desired list of top crypto sites.

Make sure that you have a full understanding of the demographics, audience and geo-targeting of the website so that you do not invest on data that you cannot acquire such as U.S or China etc

Make sure you utilize very effective Banners that have been tested on other cheaper channels to make sure you are not guessing which banner will work especially when you are paying a high premium for direct placement.

Social Media Marketing

As we know channels like Facebook have over 1 Billion users it is a great way to push and get your message out whether it is by boosting your posts or it is direct Image or Video Ads social media marketing is a great way to get your initial coin offering message out there.

Video Ads done right can impact and improve results greatly as well as act as your method of displaying your product offering in a visually stimulating way and we have seen great results with this.

Email Marketing

Whether you are engaging with your own database of user via Mailchimp or you are emailing databases from portals or crypto sites.

It is vital that you have a great message and visual style to engage your users. Make sure you have a great subject line and include call to action within your email to make best use of it.

People do not have time nowadays so keep the email short concise and with purpose do not load too much information on the email remember less is always more.

Combine it with a good offer and CTA and you will be able to gain lots of conversions out of this channel.

Analytics, Reporting & KPI’s

This is vital to the optimization process of your initial coin offering or token sale journey make sure you have the ability to capture UTMs from Google Analytics and place within your CRM or any other type of analytics you may be using.

What is an ICO?

An ICO is essentially a crowdfunding round that uses crypto-tokens instead of traditional currency. An ICO is like an IPO (Initial Public Offering) but without the many layers of regulation associated. That can mean funding rounds of £20M+ with only a team and a whitepaper.

Unlike VC or an IPO, buying a token does not necessarily entitle you to a share of the company, only the project the ICO represents. This is a tradable Kickstarter commitment that shows an early interest in a project and its application.

Moreover, anyone can release a coin or ‘token’ claim it has value and takes everyone’s money and people have been stung by these fraudsters. But, while it may be the wild west for regulation, these offerings give opportunities for small businesses and startups to quickly test their idea and get a temperature on how much people are willing to pay for their solution, or even better, get a huge round of support (like a Kickstarter) before they have to spend hundreds of thousands of dollars on developing their final product.

Compared to conventional funding routes (i.e. IPO, VC, loans, etc.), crowdfunding is fairly easy to set up, and can be the perfect platform to test your market assumptions and interests, or create enough noise that marketing becomes organic before you’ve even finished the product.

Put simply, an ICO is a way for a company to raise cash quickly without going through a conventional auditing and regulation process. However, many people have raised serious concerns about its security.

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