Crypto tech projects shouldn’t settle for shallow marketing | Opinion

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As an analyst with over a decade of experience in both traditional tech industries and the burgeoning world of crypto, I can confidently say that the landscape of this new frontier is not for the faint-hearted. Crypto, with its technical complexities and unique dynamics, demands a marketing approach that is as intricate and adaptive as the ecosystem itself.

Cryptocurrencies are primarily developed by engineers tackling complex mathematical, cryptographic, software engineering, and logical challenges. Yet, with 2025 approaching as a potential year of optimism and favorable regulations in the industry, projects that solely rely on their technical prowess could potentially miss out on opportunities for growth.

It’s understandable that technical crypto teams might feel cautious towards marketing, given the abundance of self-proclaimed “web3” and “crypto” marketers who tend to promote strategies lacking in fundamental basis or long-term planning. Instead, they usually show favoritism towards certain crypto projects, employ tactics such as collaborating with key opinion leaders (KOLs), managing influencers, mastering the art of shitposting on specific platforms, or staying updated on the latest crypto memes. (It should be noted that these practices do serve a purpose.)

Crypto marketing is different and comes with unique challenges

But these “crypto marketers” are also onto something. They’re onto the fact that crypto is not a typical industry and that it requires understanding a unique set of dynamics not found in traditional markets.

Since 2021, at Blokhaus, we have supported a range of crypto clients, from layer-1 to layer-2, DeFi protocols, and web3 gaming and social apps. We’ve seen firsthand the challenges facing these projects and the lack of marketing infrastructure, talent, and support that prevents them from reaching their potential. It’s a complex landscape that very few individuals and teams are able to navigate effectively. 

To make a splash amidst the anticipated cacophony of next year, crypto initiatives need to intensify their promotional strategies, avoiding superficial approaches. As you recruit marketing personnel or external agencies to bolster your venture, consider these essential abilities they should possess:

1. The ability to navigate decentralized ecosystems effectively and be a key point of integration

As a researcher delving into the intricacies of cryptocurrency landscapes, I’ve noticed they function quite differently from traditional sectors. Typically, these projects boast globally dispersed teams that are decentralized in nature, each taking charge of different aspects such as governance, technology, and business development. Furthermore, these ecosystems nurture active, engaged communities who aren’t mere consumers but are integral contributors to the ongoing evolution of the system itself.

When marketers transition from traditional, centralized businesses to cryptocurrency, they often need a significant change in perspective. Instead of dictating strategies and executing them from above, marketing within a decentralized environment necessitates the skill to listen, observe, understand, and echo back ideas that were already present in the community.

In essence, you should seek marketing professionals who excel at fostering connections and communication with various community groups, projects within the ecosystem, and key stakeholders. Your marketing unit ought to serve as a crucial element for integration and alignment, spotting links that transform into valuable insights for technical teams, which might be engrossed in constructing decentralized systems and therefore may miss the broader perspective.

2. The ability to deeply understand the tech while helping you crystallize the story

Mainstream acceptance of cryptocurrencies hasn’t happened yet, mainly because most consumers have limited options beyond simply guessing which projects might succeed. In essence, the world of cryptocurrency is still in its development phase, building the foundational structure (intricate networks of systems) for a completely new financial system.

As a crypto analyst, it’s crucial that I possess a deep and nuanced understanding of the underlying technology, enabling me to strategize effectively for diverse market segments, ranging from seasoned developers to novice crypto enthusiasts. Simultaneously, I must aid technical teams in refining their overarching vision and narrative.

I advise crypto teams to perceive marketing not merely as optional extras or tricks, but as a crucial component that complements the engineering process. Marketing isn’t solely focused on generating clicks and views; it’s about creating a product that meets market demands, which necessitates an ongoing dialogue between developers and marketers for effective feedback.

3. The ability to move as fast as the industry requires while getting out of ‘react’ mode

As an analyst, I find myself frequently navigating the dynamic and swift-paced world of cryptocurrencies. It’s no surprise that teams within this sector often find themselves in a state of constant readiness due to crypto’s inherent volatility. However, it is crucial to note that being agile enough to respond promptly is different from lacking a well-defined strategy.

It’s also really hard to get away from the pressure of “price goes up,” which leads to the industry’s overreliance on KOLs or influencers to shill tokens. These tactics are not a substitute for a robust marketing strategy centered on solving problems and driving meaningful audience engagement and activity. Effective marketing requires a shift away from token-centric narratives and towards building sustainable ecosystems that users care about.

It’s crucial for crypto teams not to get overly focused on immediate token price spikes at the expense of developing a robust long-term strategy. These projects’ technical plans frequently span years, indicating the dedication needed to accomplish their engineering goals. This same approach ought to be applied to marketing initiatives too.

Yes, the best tech still needs good marketing

To ensure widespread acceptance of cryptocurrencies, it’s crucial that marketing efforts are not merely seen as means to inflate token prices or secondary considerations. Instead, they should play a vital role in the overall process, fostering innovation, increasing user engagement, and promoting lasting development.

Successful technical teams in the future, particularly those beyond 2025, will thrive by treating marketing not just as a sideline task, but as a strategic cornerstone. It may be difficult to discover talent and teams that can seamlessly navigate complex discussions about rollup frameworks while also crafting visually appealing creative content, but they do exist.

Carolyn Rogers

Carolyn Rogers currently serves as the Marketing Director at Blokhaus, a forward-thinking agency specializing in crypto, fintech, and innovative technology. Prior to this role, she amassed more than 9 years of experience at IBM, where she held positions encompassing diverse enterprise technologies such as cloud computing, artificial intelligence, blockchain, and automation. At Blokhaus, Carolyn leads the marketing efforts for clients, developing strategic marketing plans, executing global campaigns, activations, and content projects.

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2024-12-27 17:06