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MARKETING STRATEGIES FOR YOUR NFTS. | by Emmanuel Afolayan | Aug, 2023


Marketing is the driving force for sales. Every product thrives on its influence. And non-fungible tokens are no exception. Though NFT growth may be exponential, it still struggles with popularity outside the blockchain industry. For instance, nearly eighty percent of the UK population and over seventy percent of Americans still have zero knowledge about NFT.

NFT prices are more driven by demand rather than economic indicators. As a result, there is a risk of low re/selling price or inability to sell at all. Between January and July 2023, NFT sales fell significantly by forty-nine percent. But even with this, there are still over 300,000 NFT holders globally. And that’s a clear pointer to competition in the industry! Not to scare you, but this illustrates the extent of effective marketing — not just marketing for the sake of it — needed for your NFTs.

In this article, we’ll examine some marketing strategies and how they fit into NFT.

1. Grow Visibility to Your Target Audience: In a saturated industry, visibility and identity will help you stand out. Define your target audience and consistently present yourself before them. Be intentional about branding and ensure it appeals to your market. This means that you carefully choose your logo, color scheme, and message. And top of all, create real value and not just spam. As a result, you earn the trust of potential buyers — people relate better with unique value. Take your brand to NFT communities such as:

Telegram– NFT discussion, OpenSea, BinanceNFTs

Discord — Veefriends, Rarible, Larvalabs

2. Investing in Search Engine Optimization (SEO): With 4.3 billion users, Google hosts over 90% of internet users worldwide. Visibility on this search engine is a difficult simplicity. Low SERP ranking websites are like shadows in the dark; they exist invisibly. As an artist, topping NFT searches drives traffic to your content. And it’s achievable by implementing effective SEO techniques:

· Carefully choosing long-tail keywords with less competition and incorporating them into metadata

· Creating quality content. While you wish to hop on trending topics, if your website is new, it’s advisable to choose less difficult topics;

· Optimizing title tags and meta description;

· Optimizing NFT content for featured snippets;

· Gaining backlinks;

· Integrating internal links to your blog posts.

The top three organic search results on Google search page receive 39.8%, 18.7%, and 10.2% click-through rates (CTR), respectively (Firstpagesage). While it may be personally difficult to optimize your website for high discoverability, employ the service of an SEO agency.


3. Conduct Virtual Events: Ranking high on search engines not only drives your website’s traffic but also generates a high level of curiosity about your NFT. Investors are becoming skeptical about new NFTs due to the rise in NFT scams. Hosting webinars, Twitter spaces, or Ask Me Anything sessions to educate potential buyers about your NFTs’ value boosts community engagement and enhances your credibility.

4. Create Ad Campaigns: NFT campaigns create immersive experiences via diverse mediums. They convey your collection’s story and its unique value. They can take various forms, like visual graphics, informative videos, social media posts, or interactive content. Such NFT campaigns via Facebook, Google, and Twitter ads leverage social media to reach a wide reach.

Though these social media platforms offer paid NFT ads, their advertising policies pose some restrictions. For instance, in their Advertising Policy, Google requests Google certification from NFT advertisers.

Alternatively, promote your NFTs on Crypto ad networks such as Coinzilla, Bitmedia, AdShares, CoinMarketCap, and more. They are affordable and target the right market.

5. NFT PR/ Influencer Marketing Strategy: Penetrating a crowded market may be difficult if you do it alone. Besides having a brand, gaining as much authenticity as possible generates a high ROI for your product. People invest where their money is safe. This marketing strategy aims to project your NFT to the right audience at the right time.

You can get your collection featured in top NFT publications. It requires you to have well-tailored content and follow submission guidelines. Else, you get a rejection. Some NFT publications of consideration include NFT Plazas, NFT Now, NFT Culture, NFT Evening, and NFTgators.

Paying influencers — with huge communities and high engagement rates — to market your NFTs on their social media handles is also an effective strategy. It is important to note that there are different influencers: celebrities, industry experts, social media influencers, and brand ambassadors. While you are free to partner with any, it is advisable to prioritize reputable professionals in your niche.

In February 2022, Snoop Dogg’s BODR NFTs generated $45 million, selling 9,000 25,000 copies in 6 days. His celebrity influence played a pivotal role in this rapid success. However, you don’t have to sort after a high-class celebrity like Snoop Dogg. Instead, research influencers with reasonable loyal followership and prices that fit into your budget.

6. Create Incentives: This can be in the form of giveaways or NFT drops. Naturally, rewards drive people to do tasks they might not have done otherwise. For instance, you can ask people to sign up, share your content, submit email addresses, or refer others. In return, they win exclusive items such as rare digital art, limited edition collectibles, and access to special content. This not only draws attention to your NFTs, but it also prompts people to take action.

NBA Top Shot ran a notable NFT giveaway as part of its collaboration with Dapper Labs. Users could buy limited-edition digital cards featuring NBA highlights, including a unique “Moment of the Week.” They gave away these rare cards exclusively through select giveaways to boost attention. This made them highly sought-after. As a result, the strategy expanded the Top Shot community.

Another similar strategy to giveaways is an affiliate marketing strategy. This involves employing affiliates and offering them a profit percent for each NFT sale they make.

7. Retargeting Ads: This involves compiling a list of interested buyers who have not taken purchase action. Then, retarget your NFT campaign ads to them. This reminds them of the value of your collection and encourages them to make purchases.

Final Thoughts

Marketing is one of, if not the most, the toughest part of your NFT project. It requires consistent hard and smart work. The beauty of creating an NFT collection is to amass sales. And how do you sell, if not by generating the most awareness possible? The NFT industry is gradually becoming congested. The only way to stay afloat with competition is by employing a superior and effective marketing strategy.

It is also important to analyze your marketing performance. With this, you can track metrics and introduce improvements where necessary. Tools like Google Analytics help you track website traffic, content engagements, and product sales.

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