There are 2 fundamentally different strategies for launching a project:
- Focus on a cool product and the development of the project's virality. When you do not invest in direct advertising, but develop the existing community of the project.
- Focus on the most effective purchase of traffic and increase the conversion into a purchase. When the key goal is to learn how to buy a user for a dollar, and sell him for 10.
The first option does not involve large marketing budgets for traffic purchases. It is the most difficult to form and grow a user base, but the least risky because it requires dramatically less money to purchase traffic. It is this version of the strategy that is described in the article. The first option of the strategy is more suitable for product teams that are in love with the product and live this story, the second option is for companies that regularly bring projects to the NFT market and it is important for them to get a positive economy on several projects.
First you need to form a core from the community, which will subsequently grow due to the tactics described below.
Then you need to create a reason for the community to spread information about the project, which should lead to a rapid growth in the number of project followers.
Next, you need to track the moment when the best time to start the project. And already do the launch itself, which, if successful, will lead to the purchase of the entire collection within one day.
At the stage of forming the core of the community, paid channels of attraction are used. In our project, we will use advertising in specialized Telegram and Discord groups. Giveaways are announced - distribution of various valuable opportunities for the first members of the community. There is a separate business when groups of people receive giveaways at an early stage of the project, and then, when the project gains popularity, they sell the "chips" of the project received as a gift to new participants. Therefore, one should not be surprised at how several thousand community members are added to new projects in one day, sometimes reaching tens of thousands.
The main channels for attracting users are Twitter and Discord, it is good if other channels for attracting the audience are additionally used. But you need to remember that when evaluating projects by third-party services, first of all, the number of Twitter and Discord subscribers is evaluated
The task of the project team is to grow the community in such a way and involve it in the development process of the project, so that many paid media and popular bloggers themselves want to write news about the project.
Here's how to prioritize your marketing:
For a project to take off, a significant amount of project-related content needs to be regularly delivered to the audience. Usually, a team of content managers is responsible for this, which has a content plan, in which there is always an additional place for unplanned creativity, the ideas of which will arise during the development of the project. Don't forget about the large number of image formats: pictures, video, animation, gifs etc.
Usually, the launch of a project begins with the launch of Twitter and Discord, the company's website is usually not active, and each launch of a new communication channel is also great content that causes community approval. It is necessary to beautifully design each news:
Teasers of the NFT collection are one of the key content options that should scatter on the instagrams of community members:
Each element of the project development process also needs to be presented in the form of unique content: teasers, giveaways, mint launch announcements.
Involving community members in the creation of content related to the project is one of the most difficult, but probably the most important tasks of community project managers. Usually there is a competition, as a result of which several winners are selected who have created the best creative. As prizes, either access to the whitelist is given, or even NFTs from the future collection are given.
Content tips for NFT:
- Use a news or seasonal context, holidays, etc.:
- Wikipedia is another free channel where you can post information about your project
- You can create project stickers, or you can arrange a contest and make the community members try to create a cool collection
- Don’t forget about the appropriate use of hashtags in publications
Conclusion. There is not enough content. It is necessary to allocate a team of 5-15 people in order to generate high-quality content and build interaction with the community, which will lead to its company. Separately, it is necessary to track statistics in order to understand which tools worked better and which ones are better not to focus on.