When we talk about crypto marketing in any context, most of the time we are referring to crypto influencer marketing. While influencers are a part of marketing, they have become a major part of it in recent years. Any strategic outreach program for blockchain marketing will almost always have a few influencers to leverage.
Why has influencer marketing become such an integral part of crypto marketing? For one, the crypto space is heavily contingent on influencers that believed in blockchain technology. Secondly, the industry is younger than any as of now, and much of its traction comes from influencer networks. A lot of these influencer networks are the reason behind the success of many stories in the crypto space. But that’s half the story, the other half is the strategic selection and leveraging influencer channels towards success.
67.6% of marketers consider finding relevant influencers their largest influencer marketing challenge, suggests a survey by Tapinfluence and Altimeter.
For the same reason, we at Blockwiz maintain relations with a diverse roster of influencers and media houses. We have a diverse clientele who require different influencers based on their crypto marketing strategy and goals. These selections are based on a range of criteria every crypto influencer is rated on. Today, we divulge the secret to our successful influencer marketing formula that makes the selection of influencers easy as a breeze.
Table of Contents
Activity Tracking and Analytics
Best influencer networks are rich with content that engages their audience and is capable of supporting the same for brands and businesses. We regularly take time to monitor influencer activity on their respective channels and combine our past experience with them to ascertain the level of outreach they hold. If you are doing the same for any influencers, select a period of at least a few months to analyze their activity and engagement trends.
In a world of fast-paced content consumption, consistency and integrity are important. Analyzing an influencer’s activity is also important to understand the content and its alignment to our crypto marketing goals. This extends to our next point.
Content Quality and Network Outreach
When we speak about content quality, it refers to both the quality of content and the possibility of using those formats of content for our influencer marketing strategy. It is important to understand that every influencer channel is based on a certain form of content that engages its audience. And it is often likely that those formats may not be suitable for use in our crypto marketing.
True influence, they say, is about leveraging authenticity.
Similarly, based on outreach, influencers are categorized into three categories: celebrities, macro-influencers, micro-influencers (under 100k followers). Each has its own unique advantages and use cases. Strategic crypto marketing can leverage these advantages into a mix of influencer activity based on how wide and deep you want to reach within a given type of audience.
In simplest terms, macro-influencers provide a wider reach while micro-influencers can provide deeper engagement. Celebrities are best used for Branding.
Audit on Authenticity
The authenticity of an influencer channel and its reach is perhaps the most important point while considering influencers for marketing. We have a strict policy of auditing the traffic and engagement of an influencer before and during a campaign. We use paid tools like Social Blade to authenticate activity on influencer channels to eliminate any non-authentic influencers.
75% of marketing and communications professionals say verified web traffic of an influencer is the most important criteria when selecting an influencer – survey by Schlesinger Associates for Augure
Just like any other activity, influencer marketing is an investment and should be backed by analytics and returns. Our efforts are always focused on providing authentic influencer options for our clients, other aspects are accounted for after that.
Responsiveness and Experience
Another important factor in considering influencers for crypto marketing is their responsiveness. The importance of responsiveness and being responsible can be understood by the fact that Blockwiz has an internal rating system based on these parameters. Why? Because crypto marketing is equally dependent on timely execution as it is on a great strategy for success.
As much as we like to plan everything beforehand, being dependent on external factors must be avoided. This is the reason why our system of rating also takes into account our past experience with any influencer.
ROI and Deliverables
As we said before, every influencer has a format and properties that define their alignment to our influencer marketing activities. Thus, it is important to understand the deliverables before hiring any influencer for marketing. More often than not, our goals require a certain kind of activity or deliverables in specific terms which some influencer channels may not deliver. This will directly affect the returns we expect from crypto marketing activities.
Our team takes into account these factors and provides all the necessary details during the selection process. You may want to clarify your requirements in your marketing plan as well as with your partners.
Integration and Approach
We can’t stress enough over this, it is extremely important to select influencers based on your marketing needs and a long-term goal in mind. You might want to go for that lucrative influencer with loads of followers but what you actually need are several micro-influencers to achieve your goals or vice versa. Similar contradictions often come up in crypto marketing and more often than not, they can both be equally valid in their places.
Influencer marketing should target market penetration based on your current positioning and short-term plus long-term goals. These will also define the deliverables and other criteria for selecting crypto influencers.
Blockwiz is a global crypto marketing agency with a wide range of experience in crypto influencer marketing. We don’t just follow the best practices but also pioneer them. Get in touch and let’s take the next step together in your marketing journey.
Seth Godin of Gates Foundation says, “People don’t buy goods and services. They buy relations, stories, and magic.”