It's no secret that anyone holding Ether in their portfolio has had a rough few months. The leading altcoin has been struggling for well over a year to keep up with Bitcoin and the rest of the market. It has failed to hit a new all-time high while Bitcoin flew past $70,000 earlier this year. The community was hopeful that the approval of Spot Ether ETFs by the SEC would push the crypto's price to the moon, but its performance has been lackluster.
Does this mean that crypto marketing for Ethereum-based projects is a waste of resources? Is it time for teams to shift across to other smart-contract platforms? The answer is a resounding no. Despite Ether's poor price performance, the Ethereum ecosystem has continued to thrive, and teams that executed successful marketing strategies have experienced explosive growth.
This article will take a look at the Ethereum chart, highlight some examples of recent Ethereum success stories, and delve into the leading Web3 digital marketing techniques that have helped these projects succeed in the midst of bearish sentiment.
Ethereum Price Struggles Post-ETF Approval
After years of waiting, the SEC approved Spot Ether ETFs for listing in the second half of July. Many Ether experts expected the market to react positively, as seen earlier in the year with Bitcoin, which hit an all-time high following its Spot ETF approval. As the chart below shows, ETH has not followed in Bitcoin's footsteps.
At the time of the approval, ETH was trading at around $3,500. Since then, it has crashed to well below $2,500 and continues to struggle for support. It's worth noting that the entire crypto market has had a rough few months, but ETH has suffered worse than other large-caps.
For example, according to data from TradingView, BTC is only down 20% in the last six months, while ETH is down over 40%. Furthermore, BTC and SOL have gained between 20-30% year to date, while ETH has just about broken even.
Despite this negativity, the Ethereum ecosystem has continued to grow, and some specific success stories show that this is not the time to give up on crypto marketing for Ethereum-based projects.
Web3 Marketing Helps Projects Built on Ethereum Continue To Thrive
Despite the bearish sentiment rocking the Ethereum market, the network's ecosystem has performed well, with some projects racking up massive gains. The fact that the total value locked (TVL) has remained fairly stable despite the ETH price crash shows there's plenty of capital in the ecosystem.
Several projects in the ecosystem have posted considerable gains in the past month. Part of these gains is down to the value propositions offered by the tokens, but Web3 content marketing has also played a central role. Here are three of the most impressive Ethereum ecosystem success stories:
- AAVE
- NEIRO
- FET
All three of these projects, despite offering vastly different value propositions, have been able to post impressive gains even as Ether has been crashing. One of the main reasons for this is the marketing strategies used by the teams and communities.
Crypto Marketing for Ethereum-Based Projects
Regardless of the recent ETH price action, the Ethereum ecosystem remains the leader in terms of total value locked and dApp diversity. It's the most competitive and valuable smart contract network, offering access to an enormous community and billions of dollars for teams that can effectively market their projects. Let's explore three of the most valuable marketing tools being used to drive the growth of Ethereum-based dApps.
Crypto SEO for Ethereum Projects
Crypto SEO is arguably the single most valuable Web3 marketing tool. It's not a quick-fix solution. It requires patience and flexibility. But when done right, it can generate streams of relevant traffic to a project's website, social media channels, and dApp.
At its core, crypto SEO involves optimizing a project's online presence to rank higher in search engine results for specific keywords. For Ethereum projects, this means targeting keywords related to the Ethereum ecosystem, such as "Ethereum dApps," "DeFi on Ethereum," or "Ethereum NFTs."
Keyword research is a crucial first step in any SEO strategy. Identifying the right keywords requires a deep understanding of your target audience and their search behavior. Tools like Semrush can help you uncover relevant keywords, analyze their search volume, and assess the competition.
Once you've identified your target keywords, optimize your website's content, meta tags, and headers to include them strategically. However, remember that quality content is written by expert crypto copywriting teams is vital. Search engines prioritize informative and engaging content that genuinely answers user queries.
Crypto link building with reputable websites also plays a significant role in improving search rankings. Building relationships with other projects, industry publications, and influencers can lead to valuable backlinks that boost a website's authority.
Remember, SEO is an ongoing process. It requires continuous monitoring, analysis, and adaptation to stay ahead of the curve and maintain high rankings in search results.
Programmatic Ads for Ethereum Presales
Ethereum projects launching token presales can gain a significant advantage through programmatic advertising. These targeted campaigns can generate substantial interest and engagement before the main token launch, attracting early contributors and maximizing fundraising potential.
Programmatic advertising enables precise targeting based on user data, ensuring that ads reach those most likely to participate in presales. For instance, a project could target individuals who have previously invested in Ethereum-based presales or demonstrated interest in similar DeFi protocols.
The automated ad-buying process streamlines campaign management, allowing project teams to focus on crafting compelling ad creatives and landing pages. Moreover, real-time optimization capabilities allow for data-driven adjustments to maximize ad performance and return on investment.
However, it's crucial to understand the regulatory aspects surrounding crypto advertising. Adherence to platform policies and legal requirements is essential to avoid ad disapproval or legal repercussions. Partnering with experienced crypto marketing agencies can help ensure compliance and optimize ad campaigns for success.
Ethereum Crypto Influencer Marketing
Crypto influencer marketing is one of the most valuable tools to use when trying to get an Ethereum project noticed in the market. It allows teams to tap into the massive communities led by crypto celebrities and KOLs (Key Opinion Leaders).
Influencers and KOLs have built dedicated audiences who trust their opinions and recommendations. Collaborating with these individuals can create a significant buzz around a project, attracting new users and traders.
Successful influencer marketing involves identifying relevant influencers whose audience aligns with the project's target market. Creating authentic and engaging content with these influencers is essential to generate genuine interest and avoid coming across as overly promotional.
Final Thoughts on Crypto Marketing for Ethereum Projects
Some of this year’s most successful crypto projects have been launched on Ethereum. Even as ETH’s price has crashed and the narrative that the network is too slow compared to other smart-contract platforms like Tron and Solana has spread, serious teams and traders have continued to flock to Ethereum. Teams that have successfully implemented marketing tools such as crypto SEO, programmatic ads, and influencer marketing have been able to grow their user base and market capitalization even during this turbulent period for the ETH market.
