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Starting ICO Promotion: Choosing Time and Language

ICO marketing needs quite a lot of homework to maximize the hype.

You already know some ICO promotion tricks – but we never discussed when to pull them out and what language to use! In fact, ICO marketing needs quite a lot of homework to maximize the hype.

When to start?

Try to kick off at least 2-3 months before the actual ICO date. The less time you leave, the more is the risk to fail. When asked to do “some marketing” in the same month as their ICO, we just don’t take those projects.   

What do you do all this time?

  • PR, SMM and community managers need time to learn the project’s bits and bobs and to have answers to all FAQs.
  • Strategic planning, accounts’ registration and upgrade, content planning also do not come in a day.
  • Finally, that time is used to polish key messages and key texts, as well as to plan media releases (huge queues in crypto media, remember?)

Is that it?

Not quite. Marketing and PR people, especially seasoned in ICO campaigns, help to finalize your landing page, White Paper, investor decks. All that helps to avoid common mistakes and to make your ICO shine.

Do you need any other languages for an ICO Campaign except English?

Of course, English is a key language for an ICO campaign. Many blockchain statups stuck to it and raised a lot of money. But the market is overheated – there are over 300 ICOs going on simultaneously – so you can increase your chances by speaking to investors in other languages.

How to choose the languages?

It directly depends on your key markets. And the key markets are the ones with the most money. Collect the analytics from various sources and make a choice for yourself.

What kind of sources?

Look out for crypto exchanges – where the biggest cryptocurrency sales volumes are. Also watch out for successful ICOs – which languages they use for landing pages, for Bitcointalk threads, or bounty campaigns. Researches and results of completed ICOs might come handy – for example, TokenStars recently shared that the highest average purchases were made from China, Ukraine, Thailand, Switzerland and Morocco.

Remember that the landscape is changing quickly. What worked in December, might become obsolete in February.

So what do I do?

  1.  Firstly, decide for your key languages. We recommend to start with English, Russian, Chinese, Japanese and Korean.
  2. Then, estimate your resources – whether you have enough money and time to translate everything in-house. Professional translations with native proofreading are more reliable than the ones made via bounty campaign.
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