Lunar Strategy - Crypto Guide 2022

1. The Only Guide You Need for
Crypto, GameFi & NFT Marketing

2. Index Page nr.
What is Crypto Marketing?..........................................................................................
Engaging Your Audience............................................................................................
Referral Programs & Word of Mouth....................................................................
Affiliate Marketing.............................................................................................................
Airdrop Tokens & Faucets...........................................................................................
Social Media Marketing................................................................................................
Email Marketing..................................................................................................................
What is NFT Marketing?..................................................................................................
Create an Active NFT Community.........................................................................
Using More than One NFT Marketplace............................................................
Successful Social Media, SEO & Content Marketing...............................
Tested Ways to Promote Your NFT Marketing Project............................
Building a Solid Crypto Community....................................................................
Social Media Advertising............................................................................................
Google Ads...........................................................................................................................
Crypto Ad Networks........................................................................................................
Crypto Ad Networks & Their Benefits.................................................................
Facebook Ads.....................................................................................................................
NFT Success Story............................................................................................................
Contact Information Lunar Strategy...............................................................
Disclaimer.............................................................................................................................
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3. What is Crypto Marketing?
Launching a crypto project is one thing, marketing the project is something else.
The competition in the crypto space is fierce and you will need more than a few ads
to create crypto marketing success.
You need a fool-proof marketing strategy involving many different marketing
verticals. The first part of this guide explains everything you need to know about
crypto marketing strategies.
In this guide, you will learn all you need to get your crypto project up and running.
To read more about NFT MARKETING skip to page 8.
W
elcome!
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4. Engaging Your Audience
Building Some Hype!
Getting rolling requires momentum
and building a little anticipation is a
sure-fire way to generate motion.
Creating a buzz is easier than you
think but it takes effort. You will need
lots of updates and content, but
before you rush off ahead,
remember planning is the best way
forward. A successful launch
requires lots of traction, which in
turn requires plenty of fuel. So, take
your time and plan out a simple
road map.
Identify key milestones and
objectives, and ensure your content
is ready to go.
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Start your road map today and
project forward to your launch and
beyond. Plenty of helpful tools exist
to help so spend some time getting
to grips with any you haven’t used
before. To push updates about your
project, you can use calendar sites
like ICOCountdown, ICObench,
CoinMarketCal, and Coindar.

5. Referral Programs
& Word of Mouth
Referral programs boast some of
the highest conversion and
retention rates for all marketing
channels. The concept is simple.
We trust products referred by
friends and trusted sources.
Incentivising word-of-mouth
marketing helps create a loyal
customer base.
Referral programs, reward the
promoter and the referral, it’s a
win-win situation for everyone.
Continue reading...
This!
Wow!
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6. Like referral programs, affiliate marketing programs incentivize marketers to
promote products.
The difference between referral and affiliate marketing is the audience. Affiliate
marketers often have their own willing base. These programs bring more traffic
because of that base. Just ensure you collaborate with affiliates with a relevant
audience. Juggernauts like Coinbase and Binance run affiliate marketing
programs that demonstrate how powerful this medium is.
Affiliate Marketing
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7. Because of the many scams, airdrops are less popular than they used to be. Still,
there's nothing like free money to make a statement and, thanks to that, airdrops
still create the most buzz.
The plan is simple, one way to give your token/coin value is to make sure people
have some. So, airdrops distribute free crypto tokens to anyone who registers for
them. Distributing free tokens attracts a lot of people, which in turn increases
your reach. It also brings liquidity to your crypto project.
Airdrops & Faucets
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8. Like ICO's, there are airdrop calendars too. To gain the best exposure make sure
to add your airdrop alert to sites like AirdropsAlert or Airdrops and watch the
hype grow!
Like airdrops, faucets are another way to distribute free tokens. Instead of just
sending out tokens, faucets reward loyal users for returning to your site or
joining your mailing list. Every day, the faucet releases a set number of tokens on
a first-come basis.
Faucets, like airdrops, have fallen from favor. However, if you can cut through the
scam static and get a working faucet up, it is another way to get your tokens out
there.
Airdrops & Faucets
Continuing...
6

9. Social Media Marketing
Without the power of social media, your
crypto project will not get beyond the
‘idea on the back of a napkin’ stage. It is
central to crypto marketing success. It is
the go-to medium for viral reach, but
these days the Social Network extends well
beyond Zuckerberg’s grasp. To boost your
signal it is worth pushing ads on as many
platforms as possible.
Obviously, you will need a presence on
Twitter, Facebook, YouTube, and Reddit,
but do not neglect localized channels like
VK & Kakao Talk. Also, consider some
leftfield thinking. Tik Tok, Linkedin, and
even Pinterest (particularly with the rise in
NFTs) all have a use.
Keep reading...
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10. Social Media Marketing
Continuing...
Most important though do not forget platforms like Steemit and Publish0x which
target crypto enthusiasts.
Remember, if you have the budget, you could get some influencers to shout out
your crypto project, but don’t be afraid to use your own megaphone.
Get active on social media in crypto circles and engage in discussions. It is ok to
share your opinion about crypto events and other related subjects. Be careful what
you say though, it is best to avoid speculating and never get drawn into flame wars.
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11. In today’s world, email marketing is a traditional method of spreading your
message. The online world is awash with clever apps and services to help you
create and share campaigns but use some caution. Falling foul of new
legalization like the EU’s GDPR has consequences and it’s easy to do.
When it doubt, hire a pro, it needed cost the earth. Indeed, we can think of one
organization that’d be happy to help. (You will find our contacts on the last page…)
Email Marketing
You've got mail!
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12. Email Marketing
Continuing...
For the brave, we’d recommend Mail Chimp, but feel free to go your own way. If
you do decide to go down the funnel route, try to keep your messages short and
snappy. “Long and boring is the way to go,” said no six-figure copywriter ever.
Obviously having a direct line to your customer’s inbox is a powerful tool, but
don’t overdo it. Stay on brand and on message and limit communications to a
minimum. Sharing the good news, airdrops and useful content is all good, but
apart from that… keep it quiet.
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13. Non-fungible tokens, or NFTs, are crypto tokens that represent ownership of
assets. They are a branch of esoteric or non-traditional investments, which it
might surprise you to know have been around for a long. In the past, this branch
of investing has included fine wine, classic automobiles, and more recently even
trading card games like Magic The Gathering.
The only real difference between these and NFTs is that an NFT is a virtual asset
rather than a physical object. Sure, we could argue that say a bottle of wine does
have some actual physical value. We could share one over a nice meal, but when
those bottles creep into six figures, which they often do, you’ll get the point.
That said, the rate at which the NFT boom is expanding, the definition could pivot in
any direction.
What is NFT Marketing?
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14. Brands now leverage NFTs for marketing while earning massive amounts of
money. The value of any NFT depends on its demand and demand is driven in the
largest part by hype.
IE. The more hype the higher the price. There are of course other factors, but the
buzz is the most tangible.
Therefore NFT marketing is all about that desire and how to create it.
Proven methods include creating communities, social media reach, a solid SEO
strategy, but there’s a lot more to creating an avalanche.
What is NFT Marketing?
Continuing...
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15. Creating An Active NFT Community
The more engaged your audience is in
your NFT project, the more value they
will assign it.
To achieve this, you need to build and
nurture a community where people
can express their passion for your
project. Start by choosing a platform,
you can add others as you go, but
choose your primary medium
carefully. Use a platform like Telegram,
Discord, Facebook, Reddit, or YouTube
and carefully grow your presence.
Next, start posting content to provide
value to your audience. Be careful to
keep it positive and nurture your
group.
Share informative posts about NFTs,
make educational videos, but
importantly communicate how your
NFT adds value to your community
members’ NFT collection. Get active in
your community. Take the time to
reply and engage with as many
members as you can. Participate in
discussions, offer your views, arrange
ask-me-anything sessions (AMA) In
short, do everything you can to
provide value to your audience.
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16. Now you have a loyal community,
they’ll want to support you by buying
your NFTs. Make sure to list your NFTs
on several NFT marketplaces for the
best exposure.
Which NFT platform you choose
depends on your NFT project. For
example, a single-edition digital
artwork NFT might work best on
SuperRare.
Here are some popular NFT
platforms and the type of NFT they
support:
Using More Than One NFT
Marketplace
OpenSea – Perfect for trading NFT
domains, cards, sports, and art
collectibles.
Rarible – Supports all crypto assets.
SuperRare – Great for unique artwork.
Foundation – Ideal for trading digital
artwork
KnowOrigin – Again good for rare
digital artwork
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17. Build the highest NFT buzz on social
media to convert hype into leads.
The best way is running paid social
media campaigns on Facebook,
Instagram, and other platforms.
Alternatively, reach out to
influencers aligned with your NFT
niche and collaborate in
promotions. Optimise your website,
groups, and other channels to bring
you tasty traffic.
To get organic traffic for your NFT
project make sure you:
Successful Social Media, SEO,
& Content Marketing
Include relevant keywords on
each page of your NFT website.
Keep your website updated, by
adding new relevant keyword-
loaded content.
Build backlinks, by sharing and
referencing relevant sites and
articles.
Maintain a high page loading
speed.
Have an error-free website.
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18. Successful Social Media, SEO, & Content Marketing
Continuing...
Content marketing is another effective NFT marketing vessel. This involves writing
educational and instructional blogs, creating infographics, providing industry
reviews, and even just rocking out some fun memes.
Promote your SEO-friendly content on platforms like Hackernoon, Cryptopanic,
Pinterest, Reddit, Quora, and LinkedIn.
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19. Tested Ways to Promote
Your NFT Marketing Project
Influencer Marketing & Social Media
Promotions
If you have plenty of followers, you only
need to create hype by constantly posting
engaging content. Otherwise, you can hire
influencers to promote your NFT project.
Paid Marketing
Push paid ads on top of PPC channels like
Google Ads, Facebook Ads, and Twitter Ads.
You can also place ads on the Brave
browser. Brave ads offer 10x more click-
through rates than Google or Facebook.
Keep reading
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20. PR vs. Marketing: What is the Difference?
Public Relations (PR) PR agencies help you build a solid online reputation whereas
marketing helps you reach the maximum number of people. Your PR relates to how
others see you, while marketing helps you to be seen. Both are important when it
comes to gaining value for your NFTs.
Guest posting can improve both PR and marketing by allowing yourself to be seen
as an authority, or conversely having voices of authority speak for you. Contact
popular crypto and NFT blog sites and offer your services and suggest you are
looking for guest writers to get exposure and backlinks. Of course, blogging with
SEO strategies in mind can also increase the organic visibility of your NFTs. For the
best results research the most common search queries and answer them in your
blogs.
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21. As you develop your community
strategy, you should understand your
goals. Do you want to grow the user
base, promote protocol to more
developers, or raise liquidity? Whatever
your goal, make it easy for newbies
and cover your community 24/7. Give
members a reason to come back by
organizing events, challenges, or
giving out tokenized rewards.
Tips for Building a Crypto Community
Acquire a Blockchain network (users
and developers).
Both the users and developers will
influence the long-term success of
your project. This is where you bring
a sense of inclusivity and belonging.
Keep reading...
Building a Crypto Community
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22. Engage Your Community
As part of the crypto scene, you’ll
know how diverse the community is.
Try to make it home for everyone,
new users, day traders, exchange
platform owners, investors, etc…
One of the key strategies for building
an active community is incentivising
your members.
A branded community can attract
new users. Reward loyalty, by letting
members redeem coins to boost
engagement. Competitions are a
simple way to get free PR and gain
visibility but make them fair and
transparent.
Building a Crypto Community
Continuing...
Integrate your virtual currency
system into your community to
reward users for sign-ups and views,
like a faucet.
Make your community compatible
with popular third-party apps to
improve community functionality.
Some of the leading apps include
Hubspot, Marketo, and Slack.
Host a hackathon, create polls, or
moderate group discussions. You can
organize social media contests, AMA
events, meme contests, trading
competitions, or free giveaways.
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23. One factor, unique among crypt
communities, is the near-endless
potential for customisation. It’s easy
to create a user-centric experience
and add any number of widgets and
APIs. By encouraging communal
support, you can reshape the
customer experience. Some are
recommended, but others are almost
mandatory. Don’t be surprised if some
users question the legitimacy of your
project if you don’t have Telegram.
This is because the platform allows
members to connect with the core
teams. So, creating a group on
Telegram should be your first plan.
Collaboration with other projects is
also key to success. While it may
sound counterintuitive, working with
other projects brings value to users.
Allowing your members to discover
new opportunities and tap into a
broader community of followers will
only help your group grow. Try to find
collaborators that compliment your
project, rather than direct
competitors. The Crypto world can be
a complex place and when in doubt
it’s better to leave your crypto
community strategy to professionals.
Lunar Strategy offers many different
services, like SEO and social media
marketing and we can even help you
build a vibrant community.
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Building a Crypto Community
Continuing...

24. As far back as marketing goes, audience has always been key, and it’s no
different when it comes to the blockchain, DeFi, and crypto world.
Digital marketing transformed traditional advertising, in much the same
way as DeFi and crypto shook up the financial sector. It’s rational, then,
that crypto businesses rely on digital advertising giants, like Google Ads
and Facebook Ads.
However, within this specialised crypto niche exists an even better often
overlooked opportunity… the trending Crypto Ad Networks.
Read on to find out more about how Google Ads, Facebook Ads, and the
new Crypto Ad Networks can shape your crypto marketing strategy.
Social Media Advertising
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25. Google Ads
Reach: Google’s reach is the biggest
and boasts a capacity of 63,000
search queries per second! Under the
Google umbrella, there are different
types of campaigns to choose from.
Search campaigns are the most
common and work by reaching
customers based on their search
terms.
Price: Google Ads ain’t cheap. They
rank amongst the most expensive
digital marketing options, right up
there with Facebook and Crypto Ad
Network. Starting from a CPC (cost per
click) of just under $1 for the Google
Display Network, and ranging
between $1 to $2 for the Google
Search Network.
Restrictions: One thing you need to
be aware of is the legislation, red
tape, and restrictions which apply to
cryptocurrency. As a new
technology, there is a lot of
scepticism and anxiety surrounding
altcoins, tokens and the new wave of
decentralised currencies.
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26. Google Ads
Continuing...
Because of this, most organisations,
and in particular, the big names have
chosen to limit their exposure by
placing heavy and sometimes
opaque rules on how they treat
cryptocurrency.
Google Ads, for example, only allow
the advertising of cryptocurrencies
under certain circumstances. These
goalposts commonly shift and are
often also affected by local laws, but
some examples include only allowing
adverts for products/services related
to crypto mining or exchanges
(Japan and USA only).
To make things more complicated,
Google requires many organisations
to fulfil additional requirements and
certification. Indeed, to place ads at
all you may need to become a
licensed provider, and even then all
ads must comply with industry and
legal standards.
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27. Like the other advertising platforms, crypto ad platforms spread your
message digitally, except they focus on display ads distributed across
blockchain and crypto-related publications. Bitmedia.io, is an example of
an AI-based network, with a monthly audience of over 2.5 billion crypto
enthusiasts.
An efficient onboarding process, super responsive support, and a
dedicated DeFi and crypto audience in hand, make Bitmedia.io a solid
choice. It makes sense to collaborate on your crypto project with
advertisers who are experts in the industry. Bitmedia.io offers CPM (cost per
mile/1000 impressions) and CPC ad formats and their extensive targeting
options are as precise as Google Ads and Facebook Ads.
Crypto Ad Networks
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28. Crypto Ad Networks...
Continuing
Top Ad Networks in 2021 are:
1. Bitmedia.io
2. Ad Dragon
3. CoinZilla
4. AdEx Network
5. Coinverti.
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Price: Crypto Ad Networks vary in cost
from $0.5 to $5 per CPM or CPC, but
considering the billions of
impressions on offer (Bitmedia alone
attracts 1 billion each month!), it’s not
a high price to pay.
Restrictions: None. Yep, you read that
right. Crypto Ad Networks solve the
issues of banned blockchain and
crypto marketing, boasting zero
restrictions once your business is
approved during onboarding.

29. Ads are posted to industry-relevant websites. There are over 500 major crypto
websites each attracting a giant crypto audience. This makes them the ideal
billboard.
Approval is quick and efficient, which is crucial when you are ready to launch.
Great marketing campaigns need great timing and being ready to react, pivot, or
whip up a buzz is key to success.
Therefore, you can’t be going back and forth dealing with restrictions, rules, red
tape, and wasting time waiting for approvals. Due to the restrictions of Google and
Facebook and others who limit or ban crypto advertising, using a Crypto Ad
Platform to approve your ad and your campaign fast can be a game-changer.
Crypto Ad Network Benefits
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30. Dedicated crypto networks provide a solid stream of quality traffic at great value.
They offer high-quality traffic, promoted on over 500 established crypto websites
and platforms, and won’t break the bank. There are no expensive CPMs for sub-
par websites, it’s just not a thing on Crypto Ad Networks.
Using these networks puts you in full control with full support from start to finish.
Crypto Ad Networks, like Bitmedia, offer direct communication with support
managers and great support throughout the launch of your campaign, including
fast manual approval of campaigns, as well as the adjustment of bids.
Crypto Ad Network Benefits
...Continuing
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31. Facebook Ads
Reach: Facebook has dominated
social media since its inception. With
over 2.8 billion monthly users
worldwide, it’s safe to say you’ll find
some of your potential clients there.
Facebook is a forum where many
divulge personal details, opinions,
interests, and because of this, many
adverts have also become intimate
affairs.
Marketing on Facebook is to dabble in
the dark arts…
The opportunity Facebook marketing
affords is impressive. It’s possible to
dive deep into targeting values, age
groups, and more.
Price: The CPC of Facebook Ads starts
at $0.97, and the Cost Per Like sits
around $1.07. Although, with their
obvious designs on Youtube’s market
share, the best value can often be
found in video views.
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32. Facebook Ads
Continuing...
Restrictions: like Google, Facebook operates some strict Crypto policies. There was
a ban in 2018 on crypto advertising because of issues with scammers and security.
Advertising crypto events, news, tax services, and general blockchain technology
is allowed, and being such a big platform there are many loopholes.
With permission, and provided you are an approved advertiser, you can promote
your crypto exchange or trading platform, crypto coin, mining software or
hardware, as well as trading and investment advice. However, the sale of
cryptocurrencies, coins, and tokens remains banned.
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33. NFT Success Story
If you are familiar with NFTs you have
probably heard of the popular NFT
collection Bored Ape Yacht Club.
This NFT club has become extremely
popular and many celebreties are
owners of their own rare ape. There
are now over 10,000 different BAYC
NFTs and the prices start at 71 ETH,
which is roughly $224,000!
BAYC is the second largest NFT
project, ranking slightly behind the
frontrunner CryptoPunks.
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The reason to why an NFT project
becomes so popular is subjective. It
is mainly because of three things;
influencer/celebrity involvement,
community strength and utilities for
members.
Remember that art of any kind is
worth only as much as people are
willing to pay for it. The floor price of
an NFT collection is normally equal to
what the least-invested members are
willing to sell for.

34. We hope you enjoyed our guide to crypto and NFT
marketing and that whatever you take away helps
you with your future plans. Feel free to reach out
and let’s continue the discussion and remember,
Lunar Strategy is (at the time of writing this), the
world’s ONLY dedicated crypto/blockchain
marketing agency and therefore the Go-To guys in
the field. As an agency, we offer a full 360
marketing service from ‘idea on the back of a
napkin’ stage to your first ICO (initial coin offering)
and beyond.
You made it!
+467-20478390
info@lunarstrategy.com
Lunar Strategy:
The Crypto & NFT Growth Agency
Lunarstrategy.com
Lunar.strategy
Contact Us for More Information!
We handle everything from white papers to press
releases, Discord channels, meme generation, full
social media campaigns, paid press ads, and
more. Thanks for reading and don’t forget to
share our message and show us some love on the
channel of your choice. Getting a proper
marketing strategy in front of the right people, in
the right place, and at the right time is the absolute
key.
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35. This document is a basic guide to Crypto and NFT Marketing. However, as you
can imagine, there’s a lot to developing, mastering, and applying the
foundations of a successful campaign. Contact Us for More Information!
Disclaimer:
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