In an era when blockchain technology has permeated the global marketplaces, it’s crucial for crypto-based companies to refine and share their marketing messages effectively. Indeed, they aren’t simply promoting their own brands but the entire technology and foundational values of the industry.
However, marketing for blockchain businesses poses unique challenges as these firms often offer services that – although intriguing – can be hard to comprehend. So, while marketing in any industry requires considerable effort, blockchain companies not only need to emphasise their unique benefits but also work to clarify how blockchain could benefit businesses outside their industry.
Here, a blend of traditional and innovative strategies is key. For instance, Mark Soares of Blokhaus Inc. encourages businesses in the blockchain sector to design their products and services in a way that genuinely solves problems for businesses. It’s all about putting oneself in the shoes of the potential client, to fully understand their concerns and demands.
Often, the gap between people well-versed in blockchain and those who are interested but lack knowledge can act as a barrier. Industry jargon could dissuade potential B2B clients, pushing them to stick with traditional solutions as Oleksandr Lutskevych from CEX.IO stresses. That’s why it’s crucial to communicate effectively and at the right level about blockchain technology to grab interest and nudge the crypto-curious towards the benefits that blockchain has to offer.
Meanwhile, providing educational content, as suggested by Myrtle Anne Ramos from Block Tides, helps demystify the abstract, turning it into an understandable narrative for businesses. Educational content could vary from blogs and webinars to white papers and videos, but the goal remains the same: simplifying blockchain technology, emphasizing its advantages, and bringing real-world applications to the fore.
Of course, there isn’t a one-size-fits-all approach here, and blockchain companies need to adapt their strategies to attract different audiences. From developing a solid, hands-off pilot program for target businesses to assess the value-add, as suggested by Timothy Enneking from Digital Capital Management, to obtaining coverage in prestigious news publications for boosting brand credibility, various approaches could work in favor of these businesses. As with all things blockchain, it’s all about the right balance of innovation, traditionalism, and customer-centricity.
Source: Cointelegraph
