Product Marketing ManagerMOSS
Co-Founder & CEORetail CX Lab
Co-founder & PresidentMonart
Security tokens are a phenomenon that has emerged on the crypto market as a clear-cut alternative to coins with their high profitability and volatility. Unlike their mined counterparts, security tokens are pre-issued and have a limited amount of units in circulation with their value pegged to a selected real-world asset that is being used as collateral. The examples of security tokens available on the market include such dollar-pegged assets as USDT, or oil-pegged, like the Venezuelan Petro. Whichever the underlying asset or the concept of security token issuance, all projects opting for such an asset face two main issues – regulation and marketing.
The abundance of scams and fraud projects on the market makes promoting risky and relatively unregulated assets as security tokens a challenging undertaking. Crypto market audiences have grown accustomed to the requirements of the US Securities and Exchange Commission – the SEC – with its negative and highly demanding stance on security tokens. As such, when preparing to release a security token, projects must realize that proper promotion is the key.
Security tokens are often placed on sale before potential investors through a crowdfunding event known as a Security Token Offering. Much like their other counterparts like the ICO, IEO, or any other, an STO needs to be properly promoted, which is where STO marketing comes into play.
STO marketing services include a set of actions and online activities that are aimed at promoting the security token on offer and its advantages through positive positioning of the issuing project before potential investors. The tools used by an STO marketing agency specializing in security token promotion involve many of the same instruments used for promoting other digital assets with special focus on legality and stability. Among the tools employed in STO promotion are:
STO PR is vital to the success of an STO, since communication is the key to conveying the core message of the project and convincing audiences of the viability and value of the asset being promoted.
The process of STO marketing always starts with proper analysis of the project and the product to identify its positioning, strengths, weaknesses, market niche and potential audience. One analysis has been concluded, an experienced marketing team must start undertaking the steps necessary to start the promotion campaign.
The first step is always the creation of an effective, brisk and informative website that provides ample information regarding the security token, its backing and application. Adherence to the virtues of blockchain transparency and financial soundness are the key when exhibiting the combination of traditional asset-backing and decentralized advantages that a security token can provide to its users. The website must also clearly highlight the legality of the project and its support on the part of the SEC with all necessary documentation to assure investors that the asset can be used globally.
The next step is relying on the media for generating interest around the project and spreading the word about its product offering. Both traditional and decentralized media outlets must be employed to publish articles and include native advertising. Listing on prominent exchanges is vital to ensure trading availability and visibility of the asset.
Once word has been spread about the security token and the STO is underway, traffic must be generated to the website in the form of real users who will be ushered into the funnel for carrying out target actions – participation in the STO. Depending on the venue of the STO – an exchange or a proprietary website – traffic will be either consisting of exchange users or unique audience members who must be retained to form the backbone of the community. Constant communication with the community is the key to forming a user base that will be providing liquidity.
An STO is only as good as the marketing campaign backing it. That is why a project deciding to launch an STO must resort to the services of a professional marketing agency with sufficient experience on the market. The hallmarks of experience are the availability of proven use cases, testimonials and successful marketing campaigns backed by figures.
Agencies like Flexe.io are a perfect example of proven and experienced STO marketing professionals boasting a host of over 30 services tailored for promoting STO projects. The scope of services and their affordability and consistency of execution place reputable agencies like Flexe.io into a league of their own as go-to solutions for STO marketing efforts.
When we talk about digital fundraising, there’s a new hype in the industry called Security Token Offering, or more popularly known as STO. Similar to ICOs or Initial Coin Offering, an STO offers an initial offer to potential investors to raise funds to produce your product.
However, STOs combine the approach used in ICOs and IPOs, therefore, making it a hybrid approach to investment fundraising. Nevertheless, similar to the previous approaches, you need to engage in an effective STO marketing campaign for it to be effective.
In this case, going to an experienced STO marketing company can help. A top STO provider has what it takes to promote your STO and find the right investors for your offer. They can come up with an innovative STO marketing strategy to help you raise awareness of your product and attract potential investors for your company.
They will utilize various marketing strategies, such as providing whitepapers and engaging with the community in social media.
Choosing the right STO promotion agency is crucial if you want your STO promotion to be a success. Not only should they have the qualifications necessary for the job, but they should also have the experience and skills to come up with successful marketing strategies.
They should be open to fresh ideas that can be effective at reaching your target audience and finding the right investors. Besides this, they should also have a reliable customer service team that you can reach out to anytime you have concerns or questions.
Remember, your STO marketing campaign’s success rides on the ability of your chosen STO marketing company to accurately showcase your unique selling points when advertising your STO. That’s why it’s vital you find someone you can rely on to promote and help people understand what your STO has to offer.