The NFT craze in 2021 was borderline absurd. The market went into full FOMO, and even non-crypto natives were discussing JPEG Apes that were selling for millions of dollars. Projects like the CryptoPunkz and Azuki saw their market caps reach billions of dollars in ETH.
However, the market crash that followed dragged NFT holders back to reality, and many projects crashed to $0. This dramatic crash led to widespread chatter about NFTs being gone for good, but they are now returning.
As the value of underlying cryptocurrencies such as ETH and SOL have increased, so has the number of new projects looking to become the next BAYC. While utility, art, and scarcity are important to success so is marketing, and this guide will explore the most important Web3 digital marketing techniques that can help projects take advantage of the bull run.
Understanding the NFT Bull Run
The NFT bull run is a period of heightened market activity and excitement, characterized by surging prices, increased trading volumes, and widespread media attention. Several factors contribute to a bull run, including a surge in investor confidence, positive market sentiment, and fear of missing out (FOMO).
The current NFT bull run is particularly notable for its multi-chain nature. While Ethereum remains the dominant blockchain for NFTs, projects on other chains like Solana, Polygon, and Immutable X are gaining significant traction. This diversification offers collectors a wider range of options and creators more flexibility in choosing the best platform for their projects.
Leading projects like Bored Ape Yacht Club, CryptoPunks, and Art Blocks continue to command high prices and strong demand. However, newer projects are also making waves, often with innovative approaches to utility, community engagement, and artistic expression.
A prime example of a project that has thrived during the current bull run is Pudgy Penguins. Through a concerted marketing effort, including a rebranding and focus on community building, Pudgy Penguins saw their floor price skyrocket from 2 ETH to 10 ETH. This success demonstrates the power of effective marketing to revitalize an NFT project and capitalize on the bull market's momentum.
NFT Social Media Marketing
Web3 social media marketing allows teams to gain access to potential buyers, collectors, and enthusiasts, allowing projects to generate excitement, encourage interaction, and boost sales.
X (formerly Twitter) is central to the NFT community, where news is shared, trends emerge, and discussions take place. A solid crypto X marketing presence is important for all NFT projects. Sharing engaging content, participating in relevant conversations, and connecting with influencers and collectors can broaden any project's reach on a platform that’s home to millions of NFT traders and investors.
Discord serves as a central hub for community building. Crypto Discord marketing involves creating dedicated servers for NFT projects where members interact, exchange ideas, and access exclusive information and events. Expert Discord managers set up servers with bots that improve user experience and reduce the possibility of security breaches.
Instagram is a visual platform, ideal for showcasing NFT art and collectibles. Utilizing high-quality images and videos to highlight the aesthetic appeal of NFTs and leveraging Instagram Stories and Reels to create engaging content that captures attention and directs traffic to a project can help build interest. In addition, NFT ads on Instagram can provide quick traffic boosts to new projects.
Professional NFT Community Management
Effective social media marketing extends beyond simply posting content. It involves active crypto community management to build engagement and growth. Professional community management teams are increasingly essential for NFT projects as traders are often very demanding and expect answers to questions almost instantly. These experts understand the intricacies of the NFT space and can help create a thriving community around a project, driving organic growth through:
- Moderation and Engagement: Ensuring a positive and welcoming environment, encouraging discussions, and promptly addressing concerns.
- Event Planning and Execution: Organizing virtual events, AMAs, contests, and other activities to keep the community active and excited.
- Content Creation and Curation: Developing and sharing engaging content that resonates with the community and promotes the project's values and goals.
- Strategic Partnerships and Collaborations: Identifying and collaborating with other NFT projects, influencers, or brands to expand reach and create mutually beneficial opportunities.
By investing in professional community management, NFT projects can build a loyal following, cultivate brand ambassadors, and ultimately achieve sustainable long-term growth.
NFT Influencer Marketing
Crypto influencer marketing has become a cornerstone strategy for projects seeking to break through the noise and reach a wider audience. During bull runs, the sheer number of projects being launched makes it hard to get the market's attention; collaborating with influential figures in the NFT space can significantly boost a project's visibility and, ultimately, its value.
When selecting influencers, choosing those who align with the project's values and target audience is crucial. Factors like reach (number of followers), engagement rate (likes, comments, shares), and content style (informative, entertaining, etc.) should be considered. Micro-influencers, with smaller but highly engaged audiences, can be equally effective in reaching niche communities and driving authentic engagement.
Leading NFT projects often partner with crypto marketing agencies to gain access to top-tier influencers like RealMissNFT and Pranksy, who boast massive followings and wield significant influence over the NFT community. These influencers can introduce your project to their audience, generate hype, and drive engagement.
Building Relevant Traffic Streams with NFT SEO
Ranking for NFT keywords in 2024 is no easy task. For example, according to SemRush, ranking for something as simple as ‘Solana NFT’ would require hundreds of referring domains and excellent content. However, the difficulty of ranking for keywords related to a project should not be a deterrent, as effective NFT SEO work can have huge benefits in the long term. Following techniques outlined in the ultimate crypto SEO guide for 2024 allows projects to build steady streams of relevant traffic.
Key Word Research
Identifying relevant keywords is crucial for crypto SEO. This involves researching terms and phrases potential buyers might use to search for NFTs. Keywords related to the project's niche, art style, or specific terms like "NFT art," or "digital collectibles”. Tools like Google Keyword Planner, Ahrefs, and SEMrush can provide insights into search volumes, keyword difficulty, and competitor analysis.
Search volume indicates how often a particular keyword is searched for, while keyword difficulty estimates how challenging it would be to rank for that keyword. Balancing both is crucial. High-volume keywords might be competitive, while low-volume ones might not drive enough traffic.
Backlinks for NFT Projects
Crypto link building plays an important role in NFT SEO, acting as a vote of confidence from one website to another. Search engines like Google interpret backlinks as indicators of a website's authority and relevance. The more high-quality backlinks a website has, the higher it will rank in search results.
For NFT projects, backlinks from reputable websites in the crypto, art, and tech industries can significantly boost visibility and attract organic traffic. However, building quality backlinks can be a challenge. It requires outreach, relationship building, and a deep understanding of SEO best practices.
Here are five examples of websites an NFT project might want a backlink from:
- CoinDesk: A leading news and information platform for all things crypto.
- Decrypt: A popular crypto news website covering a wide range of topics, including NFTs.
- NFT Now: A dedicated NFT news and media platform showcasing the latest trends and projects.
- The Verge: A mainstream tech publication that regularly covers NFT news and developments.
- Artnet: A prominent art market website that has expanded its coverage to include NFTs.
Securing backlinks from these and other authoritative sources can significantly enhance an NFT project's online visibility, credibility, and reach. By partnering with a crypto marketing agency, projects can tap into this powerful SEO strategy and achieve greater success in the competitive NFT market.
On-Page Optimization
On-page optimization is the process of fine-tuning the elements directly on an NFT project's website or marketplace listing to make it more appealing to search engines. Crafting compelling title tags that accurately describe the project and incorporate relevant keywords is a key aspect. These titles should be concise yet informative, providing a clear overview of the NFT collection or individual piece.
Meta descriptions are equally important. These brief summaries appear below the title tag in search results and should entice users to click. A well-crafted meta description should highlight the unique aspects of the project and include relevant keywords to improve visibility.
Structuring content using header tags (H1, H2, H3) enhances readability and signals to search engines the hierarchy of information. This helps search engines understand the content's organization and identify the main topics covered.
Finally, internal linking to other relevant pages on the website is essential. This helps search engines understand the site's structure and discover more content, potentially leading to higher rankings for multiple pages. Internal links also enhance user experience by providing easy navigation and access to additional information.
Final Thoughts on Successful NFT Marketing For The Bull Run
Every NFT project wants to execute a comeback like the one achieved by the Pudgy Penguins team and community. The truth is that the 2022 bull market killed off many NFT collections, and competition for new capital moving into the market is immense. Implementing a professional Web3 content marketing strategy is the only way to succeed. While there are several different tools to deploy social media marketing, the use of quality influencers and SEO are three of the most valuable as they allow projects to build organic, loyal, and dependable communities.
