When you decide to build own blockchain, your ability to effectively market this Blockchain business hinges on the quality of your digital presence. Blockchain is simultaneously one of the most talked-about emerging technologies in the world and one of the most difficult to define. Your business’s success comes down to how well you can reach and resonate with your target audience through specific, appealing content. This means striking the delicate balance between accessibility and depth, showing up for your target customers in the right places, with the right content, at the right time. Accomplishing this comes down to having a smart, results-driven marketing strategy. We’re here to explore what that looks like for your Blockchain business. Let’s dive in.
Optimize Your Digital Presence
Your website is the foundation from which every part of your digital strategy will stem. Successfully attracting customers with appealing content means making that content accessible. That starts with an intuitive, easy-to-navigate website that clearly explains what you do and why it’s important, all the while driving viewers to become paying customers.
Build a Comprehensive Inbound Strategy
Of course, your website is nothing if viewers aren’t drawn to it in the first place. This is where your marketing strategy comes in. Inbound marketing is the process of introducing your business to potential customers, then leading them to become paying customers through valuable content, ads, and calls to action, all without being interruptive. Inbound marketing is all about boosting your digital presence, and that’s done through two main kinds of initiatives: organic and paid.
Organic Explained
The organic components of an inbound marketing campaign are the content pieces that you’ll share with your viewers for free. As this content becomes more visible, generating more clicks and conversions, it helps to boost your website’s standing in search engines over time – and, as a result, its traffic. Organic growth comes from SEO, or search engine optimization. SEO is an ongoing content-driven process that’s made up of numerous components, including:
- Location pages on your website that target potential customers in specific areas.
- Keyword landing pages that match popular search terms on Google (think “healthcare Blockchain solutions” or “Blockchain software for banks”)
- Blog posts that share valuable information related to your area of specialty. These blog posts should also contain keywords that match popular search terms in your industry, like the examples above.
- Content throughout your website that is both appealing and varied, including photos, videos, eBooks, and infographics. These help to boost the readability of your website and keep viewers scrolling through your site longer.
Organic growth comes down to two things: the quality of your content and its relevance to what your target audience is searching for in the first place.
Paid Initiatives Explained
Another pivotal initiative to market a Blockchain business is to advertise it online. This includes bidding on relevant search terms on Google AdWords, running display ads that will target your audience on various websites, and creating dynamic social media ads featuring photos, videos, and graphics.
The key to creating successful advertisements is to look at your ads as an additional opportunity to provide valuable content. Think about the pain points that your target audience member is experiencing: is fraud a common obstacle in their industry? Does their industry deal with sensitive, or even privileged, information that must be protected at all costs? Then, create attention-grabbing content that addresses exactly how your business can address these pain points unlike any other solution. One of the most common mistakes businesses make is treating their advertisements like digital flyers – when, really, they are a useful platform on which to share substantive content. Eye-catching visuals and engaging copy will attract attention to your ads; valuable, informative content will keep it.
Be Informative But Never Patronizing
It’s critical to offer useful information to your audience members, educating them on the efficacy and importance of Blockchain without infantilizing or patronizing them. In order to do this, create a comprehensive profile of the person you’re trying to attract (also known as a Buyer Persona). Is your ideal client a small business owner exploring multiple cybersecurity solutions for their data management? Or are they a highly specialized professional looking to upgrade their Blockchain software? By anticipating your ideal client’s needs, and defining the parameters of their knowledge, you’ll be able to create content that is relevant to what they’re looking for.
Minimize Your Work, Maximize Your Results
Optimizing your Blockchain business’s digital presence is both a precise and comprehensive initiative. It requires continuous data monitoring, content pivots, and search engine optimization. Your best bet to effectively market your Blockchain business is to work with an inbound marketing agency that can plan and execute these marketing initiatives for you, providing comprehensive strategies about how best to reach your customers and data-oriented reports about how each marketing initiative is performing. Blockchain is one of the most promising cornerstones of our digital world; effectively marketing your Blockchain business means working with a group of experts who understand its value and come up with results-oriented strategies for sharing that value with your target customers.
