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Cryptomarketing in 2020: successful application of strategies from MLM and the beauty industry
Over the past decade, the crypto-industry has proven to be a unique industry with a specific audience, which requires a no less specific approach. In this regard, in 2020, the advertising activity of crypto companies is significantly different from that to which banks and various financial companies resort. Industry leaders prefer not to rely on traditional online advertising on Facebook, Instagram and YouTube. They follow a different path: they work with bloggers (opinion leaders and influencers), rely on MLM marketing referral programs and actively organize various contests and sweepstakes with generous prize pools. The CoinDesk portal claims that crypto marketing this year is strikingly reminiscent of marketing in the beauty industry, and here it is no less effective.
General conceptMichelle Fan, a blogger with a million YouTube subscribers, is using the same techniques to spread skin care life hacks and the idea of financial freedom through bitcoins. Moreover, she assures that the leaders of the crypto industry, like her, use marketing schemes from the beauty industry, even if they themselves do not know about it.
Both areas prefer to use the DTC (Direct to Customer) business scheme, independently creating and then promoting and selling goods / services, working as closely as possible with the community. Sales are built through aggregated retail platforms like Amazon, Etsy and Shopify, or even through accounts in popular social networks.
Industry leaders in developing countries often resort to the latter option, where large sites like Amazon simply don’t work or aren’t popular. For example, Michelle Haber, a bitcoin maximalist from Libya, made it clear in CoinDesk’s comment that social networks and chats are today the most effective way to distribute goods / services in crypto topics. He said that local traders in order to “educate” the audience help buy hardware wallets, selling them through groups on social networks. Buying yourself Trezor or Ledger in another way is often simply impossible.
Work with opinion leadersMichelle Fan is not the only person from the crypto-community who notices the similarities with the beauty industry. So, Maria Paula Fernandez, who actively uses the services of the DeFi sector and is seriously interested in the topic of skin care, gave the CoinDesk portal a similar comment.
She notes that in both cases, society has become accustomed to relying on the opinion of society itself, rather than trusting the views of the world’s leading media. Therefore, in both sectors, the so-called influencers are very popular — opinion leaders and bloggers who disseminate information among their audience on YouTube, Instagram, TikTok and other social networks, receiving a reward for this.
Crypto-companies very often, like firms from the beauty industry, provide their products to opinion leaders for review and further “instruction” of their subscribers. Maria Paula Fernandez does not see anything shameful in this. Observing the experience of bloggers, subscribers begin to acquire a kind of crypto-education and disseminate the information through the word of mouth. Thus, the crypto-community grows.
The most successful bloggers over time can count on sponsorship from one or another crypto company.
For example, the podcaster Marty Bent, whose show is now funded by Unchained Capital and Square, the developer of Cash App, witnessed this scenario. The latter, by the way, in addition to Bent sponsor also podcast Joe Rogan and rapper Lil B.
Many other large companies, including the Kraken exchange, have resorted to this strategy. They are just as interested in sponsoring reputable content creators who promote products among loyal subscribers. The U.S. exchange sponsors the Reckless VR crypto start-up, founded by Udi Wertheimer for crypto-conferences in virtual reality, and the famous podcast Peter McCormack, who launched his own media brand Defiance last year. Having started his career as a hobby, McCormack turned it into a business of his life, thanks to which he earned about $1 million for 2019.
With all this, working with bloggers is a great opportunity to enter foreign markets. This is understood at Crypto.com, where they use opinion leaders to attract the Russian-speaking and Turkish-speaking community. Does this approach give a result? Judge for yourself: over the past six months, the number of startup users has doubled and currently stands at more than 2 million people.
Referral Bonuses and MLM MarketingThe development of products within the community often turns into MLM marketing strategies, which require the presence of referral bonuses and bonuses “in depth” — favorite schemes of cosmetic brands. They use a multi-level reward system for attracting partners, where you can usually get a bonus not only for personally invited, but also for “friends of friends and their friends”. Thus, opinion leaders who distribute crypto products often receive a portion of the funds that people invited by them will pay for the product / service.
The relevance and effectiveness of the trend is confirmed by the fact that these methods are not shy to use not only crypto start-ups, but also top cryptocurrency companies, widely known throughout the industry. A prime example is SatoshiLabs, a company that manufactures and distributes Trezor wallets. The head of communications, Iva Fizerova, confirmed that she is actively resorting to “affiliate marketing” with bloggers as an alternative to paying them for direct advertising.
No less vivid examples are the largest crypto exchanges Binance and Gemini, which managed to succeed not without the help of referral systems copied from the multi-level marketing campaigns Avon and Mary Kay, which they have been using for decades.
Instagram blogger Chjango Unchained has been earning good bonuses for several months running after posting a referral link to Gemini on her profile. When her subscribers register on the exchange and buy cryptocurrencies worth more than $100, she receives $10 in BTC. According to her, she is doing a good deed. The blogger wants people who are interested in her opinion on digital money to start their crypto path on Gemini, and not, for example, on Coinbase, because the latter charges “crazy commissions”.
Referral system bonuses are a typical phenomenon for many crypto companies, and successful bloggers are happy to use this. A prime example is Michael Gu, known by the pseudonym Boxmining. It has been distributing information about digital money since 2012, having gathered an audience of more than 200,000 subscribers on YouTube and more than 3,500 participants in Telegram chat during this time.
Despite the fact that the manufacturer of hardware wallets Ledger does not sponsor its activities, it places referral links in the video descriptions and collects voluntary donations from subscribers. As you might guess, he feels rather well. At the same time, he emphasized that user activity during the coronavirus pandemic is only growing, especially after YouTube began to put sticks in the wheels of the creators of crypto-content.
Gifts, contests and sweepstakesMaking a small gift is a great way to introduce an audience to a new product. In the cryptocurrency market, this has long been relevant.
Coin creators eagerly carry out airdrops and bounty campaigns, allowing the crypto community to test the new coin. A similar approach is popular in the beauty industry. Samplers of perfumes and branded magazines with smells have led many girls to buy full-fledged versions of the fragrance.
In addition to the cryptocurrency developers themselves, a similar approach is also used by cryptocompanies of a different direction, which cannot conduct airdrops due to their technical features (for example, this is true for manufacturers of hardware wallets). Therefore, they organize more classic contests and sweepstakes. For example, they play a wallet for reposting on social networks or videos published on YouTube.
It is noteworthy that cryptobrands in this area are even more active than cosmetics manufacturers. They work not only with trusted bloggers with many subscribers, but also help to become less “untwisted” users. Therefore, they periodically assist them in organizing draws in order to attract subscribers who could potentially become new customers.
Iva Fizerova from SatoshiLabs confirmed that Trezor manufacturers periodically help users attract new followers through the distribution of gifts. Moreover, this approach brings excellent results. By working with the community this way, they have managed to sell hundreds of thousands of wallets. But most importantly, a reputation of the brand has formed around the product, warmly received by the audience. And this effect is so strong that the company simply does not see the point in spending money on traditional expensive advertising.
Most importantly, despite all the problems of 2020, including the coronavirus pandemic, which seriously hit the global economy and, accordingly, people’s wallets, demand for products did not fall. This approach remains effective, while the percentage of successful conversions in traditional advertising has probably decreased. Fizerova noted that over the past three months they have recorded a steady increase in demand for goods. Moreover, they even had to solve delivery problems, if only the buyers got the desired devices in a timely manner.
A similar approach and results are observed with other manufacturers of hardware wallets. Thus, Rodolfo Novak, co-founder of Coinkite, confirmed the growth in demand for products, despite the pandemic. Working with the community is their main marketing strategy, because it really gives results. Over the past three years, they donated about 50 wallets to YouTube reviewers. Novak is proud that their “users help other users.” According to him, this approach allows you to sell products at a lower price, since the cost of goods does not include high costs for familiar marketing campaigns.
Are marketing strategies effective? More thanThe cryptocurrency market relies on marketing strategies that have established themselves in the beauty industry, which in the new field are no less effective. Maximum performance is achieved with a killer combination of all three of the above methods. It’s about when the founders of cryptocompanies themselves become opinion leaders. Just look at Changpen Zhao, the head of Binance, or Justin Sun, the project manager of TRON. Both entrepreneurs are bloggers with a huge army of subscribers and are personally engaged in the promotion of their brands, regularly rewarding their audience with pleasant gifts.
It’s easy to guess why industry leaders rely mainly on this type of marketing. Advertising products in the traditional way is expensive, especially for startups, behind which there are still no attractive products with a good reputation. But more importantly, crypto products are quite complex in themselves, so they often need detailed explanations, which are difficult to implement in the framework of traditional advertising. Agree that selling a bottle of Fanta with a new taste is much easier than a hardware cryptocurrency wallet, especially since most people don’t understand what it is.
On top of that, regular advertising is complicated by the fact that media giants regularly block crypto content.
In such a situation, marketing borrowed from the beauty industry seems to be the most acceptable and most effective option. By focusing their marketing budgets on opinion leaders and working with the community, cryptocompanies achieve the desired result, even taking into account the coronavirus pandemic. The crypto community is getting bigger and stronger every day. But the best part is that this growth cannot be stopped.
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When we launched the Redeeem affiliate program we did a lot of research on other crypto companies, and what their affiliate policies were. We studied the many structures to an affiliate program, and we made a list of the top 10 crypto affiliate programs.
A few popular affiliate program models:
LocalBitcoins is a peer-to-peer trading site for bitcoin to 100's of other currencies. A fantastic option to get access to bitcoin.
LocalBitcoins offers a 20% commission for your affiliates directly to your Local Bitcoins wallet. If you refer both a buyer and seller, you will get a commission from both referrals or 40% of the total transaction. Payouts will be paid daily to your LocalBitcoins wallet for one (1) year from user's registration.
Founded in 2018, Redeeem is a fast, safe and easy way to buy and sell gift cards using cryptocurrencies. The goal is to accelerate the adoption of Bitcoin into the global economy and showcase its endless potential.
For every person that signs up with your affiliate link you earn 1% of their total crypto trade volume, paid nightly in bitcoin. This has no expiration nor limits so you continue to earn passively as long as your old and new affiliates trade.
Founded in 2014 by Bill Barhydt, serial entrepreneur and global mobile-banking veteran, our team is based in Silicon Valley and committed to forever changing how the world moves money.
Abra's Affiliate Program lets you offer a $25 joining bonus to your referrals, and earn $25 for each affiliate that will sign up using your Referral Link. For affiliates and new users to receive their $25, they must either 1) Deposit a minimum of $5 to their Abra wallet via a US bank account or eligible American Express card; Or 2) Deposit crypto and exchange it to other assets EXCEPT for BTC, BCH, ETH or LTC. This option will allow the referrer and referred to receive 0.75% of the exchange total, up to $25. The referred user must also have accrued a minimum of $5 in rewards to receive the payment.
Binance is a global cryptocurrency exchange that provides a platform for trading more than 100 cryptocurrencies. Since early 2018, Binance is considered as the biggest cryptocurrency exchange in the world in terms of trading volume.
Inviters and referrals can share up to 40% referral commissions from their trading fees under Binance's upgraded Referral Program. Inviters can choose to share a portion of the commissions received of the friends they invite and set the sharing rate as 0%, 5% or 10% (for inviters with daily average BNB of less than 500, and base referral rate is 20%). For inviters that have a daily average BNB of more than 500, their base referral rate is bumped up to 40% and have the option to share 15% or 20% with their referrals.
All referral commissions (both those received by inviters and those shared with their invited friends) are calculated in real-time and transferred to the respective Binance accounts every hour from 12:00 AM until 1:00 AM (UTC) of the next day.
Established in 2013 as the first cloud mining provider, CEX.IO has become a multi-functional cryptocurrency exchange, trusted by over a million users. CEX.IO offers cross-platform trading via website, mobile app, WebSocket and REST API, providing access to high liquidity orderbook for top currency pairs on the market.
Current Affiliate program offers a 30% commission on the fee of exchange transactions of every new user that signs up with your Referral link.
Changelly is a non-custodial instant cryptocurrency exchange. They act as an intermediary between crypto exchanges and users, offering access to 130+ cryptocurrencies. The company mission is making exchange process effortless for everyone who wants to invest in cryptocurrency. Operating since 2015, the platform and its mobile app attract over a million visitors monthly who enjoy high limits, fast transactions, and 24/7 live support.
Loyal customers get a special feature in the Affiliate Program. Customers who share their affiliate link or add the Changelly widget can get 50% profit from every transaction made by new users that signed up via your referral link. The link is permanent, and the reward is given in bitcoin equivalent.
YouHodler is a Blockchain-based Financial Ecosystem focused on cryptocurrency-backed lending with fiat loans. YouHodler lending platform provides USD and/or EUR loans, secured by collateral in BTC, ETH, XRP, and other popular cryptocurrencies.
The YouHodler Referral Program allows you to earn $25 with each successfully activated account from your referral link and promo code. Everyone that follows your link and activates their account (funding their account and using at least one product such as Turbocharge or conversion) also gets $25 instantly. Aside from the instant reward, you can also receive 50% in average of YouHodler's revenue from the next 10 products your invitee gets.
Cryptohopper was started by two brothers. After hearing about the opportunities of cryptocurrencies for the first time, they were hooked. One of them was successful as a daytrader. The other brother, a brilliant web developer, didn't have the funds to invest. This got him thinking, what if there was a way to let a bot trade for you. It would work 24/7, trading as many coins as you wanted it to, constantly monitoring the market.
You can earn a minimum of $1.90 a month for each user who signs up for an Explorer Hopper, $4.90 for each Adventure Hopper referral and $9.90 for each Hero! To maximize your earnings, each referral will also earn you up to 15% over each of their payments, including; signals, strategies and marketplace items. It all counts.
Trezor is a Bitcoin hardware wallet and launched in August 2014. It was the first Bitcoin hardware wallet, offering secure cold storage plus the ability to spend with the convenience of a hot wallet.
You will earn 12% - 15% referral commission for each sale. (net sale amount, excluding VAT and shipping). Monthly payouts via wire transfer or Bitcoin. Wire Transfer (USD, EUR and CZK) or Bitcoin.
Founded in 2014 in Paris, Coinhouse is a pioneer in cryptoassets investments. Both an online platform and a brick-and-mortar location, Coinhouse is the trusted partner for individuals and qualified investors looking to analyse, acquire, sell, and securely store cryptoassets.
Earn 30% commission on your clients’ transactions for 1 year when they sign up using your unique and personalized tracking link. Get paid directly in Bitcoin to optimize your income.
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