Is it not a fantastic headline? Is it not a dream? The only thing that I learned when the dust settled was:
You do not need to be an influencer/ICO Advisor to achieve this
Organic outreach to the long-tail is underrated
You do not need to be really good at it
SEO is overrated.
But first, the facts. I wrote this article on Medium after binge-watching the Lynda.com lessons on marketing funnels and sequences. I married this newfound knowledge with my existing skill of writing ICO white papers. Maybe my summary of marketing funnels was illuminating to some or maybe, my summarising of ICO white papers was enlightening… to some. I say some because the article didn’t even hit 100 views.
The goal of any marketing campaign is to drive views and increase inbound.
Clearly, this was not happening in my case. This is why I’m not a huge fan of SEO (search engine optimisation) and influencer marketing. Both of these will drive mad views but will it convert the views into actions, or rather, into sales?
Every kid with a Google Analytics account is an SEO expert.
Every baller with over 3k+ followers on Instagram (my girlfriend keeps telling me that it’s not cool to call it Instagram) or Twitter is an influencer. I have none of the above. Okay, so I have an analytics account but the figures and numbers lost my attention before I’d scrolled beyond the first tab. And yet, I received 12 phone calls from people who were:
Conducting an ICO
Advising an ICO
Marketing an ICO
The most memorable was Russian/Ukrainian/Assumed Nationality whose only words I understood was ICO. Cheers to the English language.
Next in the order of hilarity were the ones who were already in the midst of their ICO. These guys are looking for credible solutions at incredibly low prices. Their favourite line is, “Our previous ICO Consultancy partner stung is really bad.
Can you lower your asking rate? LOL, No thanks.
This brings me to the final category, the digital marketing agencies. I’ll be generous and assume that they’re all doing well in their domain. However, they’re not doing so well in the crypto-domain (by their admission, not by my assumption). They’ve got their general-purpose-but-also-write-crypto writers but lack contacts within the crypto-community publications such as newsbtc and cointelegraph. So, if you readers are just interested in making money, the arbitrage market is highly rewarding.
I’m not going to explain this any further. Do your homework.
Here’s the time for the big reveal, the long tail of the ICOs lined up is really long. These guys are looking for a miracle to save their ICO. When you exhibit thought leadership (even if it is rehashed), this long-tail reaches out to you. It doesn’t get any more organic than this. You do not need SEO because the long-tail reads the entire blog/post and doesn’t skim it.
Here’s a test for you to judge your characteristics. If you skimmed the article up to this point, you’re a/potential 1%er. You actually value your time, which is a great thing.
Everybody else, you’re the long tail.
Tell me which category you fall in, in the comments section below
If you have any suggestions or think that I’ve missed something, do drop a comment below, I’m always glad to learn more.
For more information and/or help in writing ICO white papers, reach out to me on Twitter, LinkedIn, or email.
Note: This article was published with zero SEO and has no influencer-marketer behind it.
