Original Title: "WXY: Increasing Certainty in Marketing"
Original Author: Peter Yu Di, Crypto Marketing Company WXY

There is a famous saying in advertising: "You never know where the other half of your advertising money goes." This saying still applies to Crypto marketing in the past few years. However, now, with the sluggish primary market, tight funding for projects, the uncertainty of altcoin seasons, and increasing environmental uncertainties, project teams have to think more about "performance marketing" to enhance the certainty of their marketing efforts.

Key Differences Between Crypto Marketing and Internet Marketing

Marketing is directly linked to coin prices. Currently, Twitter, communities, and third-party platforms are filled with thousands of AI bots that can capture information in milliseconds and even generate imitation orders directly. Therefore, the accuracy of marketing is directly and instantaneously related to the rise and fall of coin prices. Based on this reasoning, many project teams coordinate their marketing efforts with market makers. Market makers do not give retail investors time; relying solely on verbal orders is just a way to brush off the market, but with the cooperation of market makers to drive prices, the effectiveness of this integrated marketing will be greatly enhanced.

For Crypto projects, apart from large platforms like Binance, most are "niche" marketing. Project teams only need to reach a small portion of their target audience to achieve significant results. For these niche projects, having 10,000 real buyers can already lead to excellent price performance. You can check the on-chain addresses of the top 500 altcoins and their respective gas fees on CMC; after subtracting addresses that likely belong to bots or the project teams themselves, the remaining user base is actually quite small.

Based on this, more certain marketing strategies become increasingly important.

What is certainty? It means that when the CEO/CMO invests a budget, they can roughly estimate the actual effects and what channels will have what impact. By the end of the review, the differences from the initial estimates are not significant. Achieving this effect is the certainty of marketing, which is the most lacking capability in various marketing scenarios today.

How to Enhance "Certainty"

Certainty of channel resources. Currently, the marketing channels for Crypto projects are mainly divided into several categories: media, KOLs, TG/Discord communities, video platforms (YouTube/TikTok), self-media platforms (Instagram/Reddit)…

For these channels, marketers need to consider the corresponding: user base, audience size of similar projects, past interaction volume of the channel, effectiveness in different regions, and the authenticity and activity of channel users… The project marketing team needs to accumulate basic data on corresponding channels in different languages. At the same time, they should have targeted "experimental" marketing plans to conduct "trial and error" marketing. Compared to the product's PMF (Product Market Fit), this "trial and error" marketing can be referred to as MMF (Marketing Market Fit). For any project team's marketing plan, I would suggest finding their MMF to determine their basic marketing data dimensions and benchmarks.

Authenticity of KOLs and communities. "Selling goods" relies on emotions; if the audience's emotions are not stirred, a single piece of information will not lead to purchase conversion. Unless the project team can frequently reach the audience within a short period, such as contacting the same potential target audience six times by different KOLs and media within three days, only then might there be some conversion effect.

However, a better approach is the authenticity of the dissemination nodes (KOLs/communities), which includes: their real follower count, exposure of individual content, interaction rates of individual content, whether these KOL accounts have unique values, whether the KOL has a personalized expression, and whether they have strong "vitality." Project teams need to find KOLs and communities that are "attitudinal" and match their project target audience, and then have KOLs generate suitable content for them, rather than bland advertising content. Mediocre content will only yield mediocre results, even if the channels are top media and KOLs.

Content effectiveness. I have seen too many marketing cases where the content depicted is ineffective or even confusing. Ineffective content can be categorized into several types: incoherent, lacking differentiation, mediocre content tone, failing to generate reader interest, and leaving readers unsure of how to take the next step… Good marketing content is no different from a good movie; the beginning, even the title, must immediately capture the target audience and their reading interest. Whether it is sensational, data-driven, thought-provoking, or question-raising… a good start will automatically categorize the target audience and increase the likelihood of them continuing to read.

Statistics show that a Crypto user encounters over 1,000 pieces of effective content daily (media, Twitter, short videos, mobile push notifications, community discussions, chats), and they only spend 1-2 seconds on each piece of content's beginning; only those interested will click in to continue browsing. Therefore, the beginning of the content almost determines 80% of its effectiveness. At the same time, good content must have "interactivity," clearly informing readers how to engage next, what benefits there are, and the content itself should create such emotions.

100 deeply engaged audiences. Since it is "niche" marketing, seed users become extremely indispensable. This group can be 100 core developers, 100 high-frequency, high-engagement product users, or 100 influential KOLs or community leaders… Depending on the project attributes, there may be slight differences. However, the commonality is that under the marketing system of the crypto space, traditional "scaled" marketing is not very applicable to most projects, except for CEX/DEX that have reached a certain scale.

Most projects initially need this "small but deep" direct connection to ignite the ideals, values, and economic incentives of these 100 people, who will then generate substantial volume on social media and in communities. This effect is sufficient to bring early word-of-mouth and a nascent community size to the project. This may seem counterintuitive, but the crypto space has developed this way for the past 15 years; all excellent projects were very geeky, idealistic, and community-oriented in their early stages.

Advance planning for explosive points. 99% of CMOs and CEOs only plan how many media, KOLs, communities, and content they will have. However, they lack planning for which links can promote topic "explosions." The concepts of "positive influence" and "negative influence" from the I Ching can help understand this well. Everyone does well with "positive influence," but lacks consideration for "negative influence." The two complement each other to create a seamless whole. The ability to create a significant impact through subtle communication relies on topic "explosions" to achieve widespread content sharing.

So, what content is more likely to be shared? It is evident that it is the "weaknesses of human nature" that marketers often mention: greed, lust, curiosity, envy, gossip, showing off, contrast… Marketers themselves are the planners of this marketing battle and must clearly plan:

A. Who are the people

B. What kind of story to package, which should have dramatic, contrasting, and gossipy elements
C. What channels to use to spread the above content
D. Which channels will maximize the reach of the above content

Utilize traffic tools in the crypto space wisely, but also consider the return on investment, such as Kaito, Cookie, Galxe, etc. Different platforms are at different stages of their lifecycle; some may be well-known but have lower cost-effectiveness. Marketers should be adept at finding channels and dissemination nodes with better cost-effectiveness, even supporting these platforms early on, binding with them, and becoming their top promoted projects, like the relationship between Cookie and Spark.

Project teams must have the ability to build a marketing monitoring system, whether it is the positive and negative word-of-mouth on X, the discussion heat in TG communities, the content exposure on media, or the actual effect conversion brought by KOL channels… Project teams need a reasonable set of monitoring tools and systems for real-time and convenient operations.

AI adaptation. Google’s search behavior has gradually changed, especially in the crypto space, where users prefer to search on X and AI platforms, as the results may be more accurate and the chances of encountering hacker traps are lower. This behavior requires marketers to start considering adaptive marketing activities, such as transitioning from SEO to GEO. SEO was a necessary consideration in past marketing activities, but it is not necessarily so now. Because if users' search behavior occurs on ChatGPT, Deepseek, and Grok, the content sources captured by AI become the most important, leading to the emergence of "GEO" marketing behavior, which focuses on how to create content that is more easily captured by AI. Although this field is still in the trial-and-error stage, crypto projects are still relatively small, allowing marketers to create a large amount of quality foundational content and reputation layouts on platforms like media, BBS, and self-media, making it easier for AI to capture.

Due to space limitations, I cannot elaborate on each point, and different project types can have more considerations for enhancing certainty. But the goal is singular: regardless of the marketing budget's size, it needs to yield results that are as predictable as possible. Based on our past experience at WXY, we would roughly allocate the project marketing budget as follows:

· PR Costs 15%. Media acts like air support, providing coverage and being searchable, especially after reports from major media, which have a backing effect. The Press Release costs for top English media range from several thousand USDT (to avoid unnecessary trouble, specific prices will not be mentioned here), while sponsorships can range from 10K-20K USDT per piece (the advantage is that the content feels more natural and the journalist's name is revealed, providing a stronger backing effect). The price for a single piece in Chinese Crypto media ranges from several hundred USDT to several thousand USDT, depending on the resources paired with these media.

· KOL Costs 30%. KOLs need to be differentiated, as there is a significant difference in influence, categorized into tail, mid, and head levels; they can also be divided into primary research, secondary analysis, contract trading, macro analysis, technical K-line, Meme P generals, Alpha strategies, etc. Different types naturally have a wide price range, from dozens of USDT to several thousand USDT.

· Third-party marketing platforms 15%, primarily half in USDT and half in project native tokens, but this depends on the project quality and whether the platform accepts it.

· Community Cooperation 15%, consistent with the ratio of third-party marketing platforms.

· Others 25%, for specific targeted channels for this project, such as offline events, sponsorships, gifts, promotions, voting… and for additional expenses.

Based on the above analysis and budget allocation, corresponding marketing goals can be customized for each channel and different scenarios, even ROI. At the same time, a portion of the budget should be allocated to specific responsible individuals for performance rewards. If these can be achieved, the marketing results are generally good and can surpass 99% of project teams in the industry.

This article is from a submission and does not represent the views of BlockBeats.

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