The crypto industry, known for its volatile bear and bull markets and innovative technologies, presents a unique playground for marketing professionals.
Amidst the fluctuations of bull and bear markets, Mariangel Garcia, a seasoned Digital Strategist and former Global Community Lead at Binance, shared invaluable crypto marketing insights to navigate the sector.
Systems Designed to Last in Bear and Bull Markets
Mariangel Garcia reflected on her experience during the bear market, emphasizing that despite market conditions, the drive to innovate and create real-world applications for blockchain technology remains unrelenting. Transitioning from a centralized finance (CeFi) role to a consultancy position, she expanded her professional horizons.
The journey led to collaborations with multinational corporations keen on integrating decentralized solutions. Consequently, it showcases that the essence of blockchain technology transcends market sentiment.
Addressing key challenges, Garcia highlighted the importance of a long-term vision amidst the allure of short-term gains. The crypto market evolves rapidly, necessitating solutions that are sustainable for the future. In this vein, her strategies focused on scalability and future integration capabilities to create lasting solutions.
The principle of decentralization, a core of blockchain technology, played a pivotal role in Garcia’s approach toward achieving durable and secure solutions.
“My approach is to continuously re-anchor our focus on the foundational principles of blockchain and its potentially transformative impact in the long run. My strategy has been to ensure that our technological solutions are both adaptive and resilient. By focusing on scalability and future integration capabilities, we’re building systems designed to last. We emphasize on transparent systems, open-source solutions, and user empowerment in every project we undertake,” Garcia said.
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Aligning crypto marketing strategies with long-term objectives during challenging times involves a value-centric approach. Garcia stressed delivering genuine value through content, products, and services. For instance, an integral part of this approach is understanding the needs and aspirations of users.
Initiatives like organizing boot camps foster sustained engagement and guide participants while achieving business objectives.
“At the heart of every marketing strategy I oversee is the principle of delivering genuine value. Instead of flashy gimmicks or short-lived promotions, our emphasis remains on creating content, products, and services that offer tangible benefits. By centering our strategies around the provision of real value, we ensure that our impact endures, even when market trends fluctuate,” Garcia added.
“Human-First” Perspectives in Crypto Marketing
According to Garcia, SEO should transcend the simplistic approach of targeting keywords. Instead, she recommended crypto marketers focus on creating content tailored to the audience’s genuine needs and interests.
“We actively engage with our users, solicit their feedback, and iterate on our offerings based on their insights. This two-way communication enriches our solutions and fosters loyalty and trust among our user base. We also strive to showcase how our technology can enhance lives, bridge gaps, and foster community. This “human-first” perspective ensures that our messaging resonates deeply, forging meaningful connections,” Garcia emphasized.
The intersections of crypto with emerging sectors like online gambling, video gaming, and DeFi have influenced marketing strategies to be both flexible and adaptable. While the tactics might vary based on the specific intersection, certain core tenets remain steadfast in their approach: the foundational principles of blockchain.
These principles — decentralization, a user-centric approach, the preservation of freedom, and the emphasis on community — are not just buzzwords but the essence of what the crypto marketing narrative should be.
Read more: 9 Best Strategies for Amplifying Your Crypto Community’s Growth
Engaging with the audience, especially during bear markets, is about consistent communication, educational initiatives, interactive sessions, and value-driven content. Garcia shared her approach toward transparency amidst a skeptical investor environment. She emphasized education as a foundational pillar to foster transparency and build trust.
“We prioritize educating our community and clients. By addressing their potential apprehensions and weak points, we empower them with knowledge, making them confident participants. More than just explaining our products or services, we provide guidance on the use of security tools, ensuring they can safeguard their investments and interests,” Garcia said.
Building Brand Ambassadors Through Web3 Rewards
As the industry evolves with the rise of Web3 technologies, preparing crypto marketing strategies for the next couple of years is about adaptability and innovation. Garcia envisaged the evolving role of token economies and NFTs in marketing initiatives, emphasizing their potential to revolutionize community engagement and value perception.
As the market may transition from bear to bull, the focus is on understanding and answering the audience’s needs. Anticipating potential market volatility involves ensuring a seamless, intuitive, and resilient user experience.
“NFTs, beyond being collectibles, are powerful tools that enhance community dynamics through exclusive events, benefits, and engagement plans. By rewarding our most active members with distinctive NFTs, we champion positive community interaction and establish genuine brand ambassadors. Periodic releases of limited-edition NFTs or NFT-centric events serve as engagement catalysts, keeping the community’s enthusiasm alive,” Garcia emphasized.
Read more: Crypto Influencer Marketing: The Ultimate Guide to Getting Started
Lastly, Garcia shared advice for fellow crypto marketers navigating a bear market and preparing for the future. Cultivating a long-term mindset, discerning approach toward trends, creating evergreen content, and nurturing genuine relationships are key to weathering market fluctuations.
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