Ever wondered how crypto businesses skyrocket their online presence? In a recent podcast episode, I spoke with Tanya Petrusenko, the CEO of Bitmedia — A Web3 advertising company that has led successful campaigns for top clients like Binance and Sandbox. In 2023 alone, Bitmedia amassed over 1,000 BTC in ad sales!

I’m Vera Voron and I co-founded Creators Agency to help Web3, tech, and AI innovators increase their market reach. Let’s dive into how Bitmedia has done the same for big players in the industry.

Introduction to Bitmedia and its role in crypto advertising

In the past when crypto ads were restricted to mundane forums and prohibited by major advertising giants like Google, Bitmedia emerged in 2014 as a viable alternative. Their target audience was businesses seeking to leverage banner advertising within the digital space, and this foresight allowed Bitmedia to become a key player in the evolution of this market.

From the inception of a tailored ad to its strategic placement across a network of crypto-focused websites, Bitmedia's approach to B2C and B2B marketing is all about precision and impact.

Marketing Strategies for Client Acquisition

Bitmedia's client roster is nothing short of impressive, boasting some of the biggest industry names, like Binance, So Rare, Gate.io, Bybit, Kraken, and Sandbox. How were they able to secure such clients?

Paid advertising and SEO

Google Ads is a cornerstone in Bitmedia's strategy for B2B client acquisition. Due to restrictions like not being able to directly target crypto audiences, setting up these targeting campaigns presents challenges. Bitmedia's strategic approach involved circumventing these rules by targeting related interests that their ideal clients are likely to have.

They analyzed their existing client database to identify the most lucrative deals and understand commonalities among their top clients. This deep dive enabled Bitmedia to tailor their Google Ads campaigns more effectively, targeting businesses and individuals within the crypto space with precision.

Another vital tool in sourcing clients is search engine optimization (SEO). By optimizing their online presence, Bitmedia ensures that potential clients find them through organic search results. This strategy complements their paid advertising efforts on Google Ads, creating a dual approach that maximizes visibility and client acquisition.

PR, Branding, and Content Marketing

The role of PR in building brand reputation and trust is paramount to how your brand is perceived by potential clients and partners. Different from direct marketing efforts where you can easily track clicks, conversions, and ROI, the impact of PR is qualitative rather than quantitative. It’s value lies in longer-term brand building and reputation management.

Utilizing Bitmedia's advertising network has been a strategic move to promote its services, attract new clients, and ensure maximum visibility and engagement for clients' campaigns. Their extensive network of crypto-related websites, includes media outlets, forums, and games, offering a unique advantage in reaching a broad audience of crypto enthusiasts.

Alongside traditional PR, the use of content marketing and experiments with different formats allows you to showcase your expertise, share insights, and provide value to your audience beyond just selling a product or service. For example, hosting a webinar can attract like-minded attendees and provide an opportunity to establish your brand as a thought leader. Similarly, publishing insightful articles or participating in podcasts can help reach new audiences and reinforce your brand's presence in the industry.

Conferences as a Marketing Tool

The potential of conferences as a channel to attract customers is immense, particularly in the B2B sector. However, its effectiveness hinges on several factors, including the quality of the event, the relevance of attendees, and the level of preparation. Before committing to a conference, it's wise to investigate other concurrent events, the profile of attendees, and the overall theme to ensure alignment with your marketing objectives.

The process of preparation for conferences involves meticulous planning and targeted outreach. Successful companies like Bitmedia identify potential clients who are likely to attend the event, create a list of leads, and reach out to these leads to set up meetings during the conference and best present their offerings.

Beyond the event itself, is the follow-up after conferences. Engaging with new contacts, sending personalized messages, and reminding them of your conversation can significantly enhance the likelihood of developing these leads into fruitful relationships.

Explore various approaches to conference participation to see what works best for your business. Whether it's securing a booth, networking in the hallways, or setting up targeted meetings, the goal is to leverage these events to generate leads and build lasting relationships that contribute to the growth and success of your business.

Budgeting and Optimizing for Success

According to Tanya, businesses typically start with a minimum budget of $1,000 for banner advertising or programmatic campaigns. This amount is not focused on immediate profitability, but on getting a basic understanding of how these advertising platforms work and gathering data on their effectiveness. To gain deeper insights, companies often increase their investment to ~$5,000 for a broader range of targeting options and tests on different platforms.

Initially, Bitmedia’s early campaigns yielded leads at a low cost of two to three dollars each, but these leads often failed to convert into paying clients. Through continuous refinement and targeting, the cost per lead increased to ~$50. While this might seem steep, it's important to weigh this cost with the client's lifetime value and the initial deposit amounts these leads generate.

Advertisers must also continually analyze performance data to identify what's working and what isn't, and make informed decisions to optimize campaigns accordingly. The aim is to enhance efficiency and effectiveness over time, gradually increasing the return on investment.

Wrapping up the Crypto Advertising Saga

Bitmedia has carved a niche in the world of crypto ads, showcasing a blend of innovation, targeted marketing, and strategic engagement. Their story tells a captivating tale about the potential of B2B and B2C marketing for Web3 companies.

At Creators Agency, we help innovative projects grow and build communities, brands, and reputations. Let’s connect and build your dream together! Watch our full interview with Tanya on YouTube, and subscribe to my podcast, “Web3 marketing talks with Vera Voron”, for more exclusive gems from Web3 industry experts.