Launching a token requires strategy, credibility, and community trust. Here’s your complete guide to marketing ICOs, IEOs, and IDOs successfully.

Recently, token launches have emerged as a powerful way for blockchain projects to raise funds. Initial Coin Offerings (ICOs), Initial Exchange Offerings (IEOs), and Initial DEX Offerings (IDOs) each present unique pathways for projects seeking to launch a token, connect with investors, and fund token development. This guide will break down the benefits and challenges of each approach, offering insights into the token launch checklist and best practices in cryptocurrency marketing.

Token Launches Explained: ICO vs. IEO vs. IDO

ICO Overview

An Initial Coin Offering — in fact, one of the very earliest ways to token launch. Pioneered by Mastercoin in July 2013, a new, decentralized method of raising funds was offered by the ICOs. Initial Coin Offering may provide development funds, at the same time giving investors a stake in the project if the latter are able to buy tokens early.

There are three possible ways to structure an ICO:

• Static supply & static price: A fixed supply of tokens is sold at a predetermined set price, against a defined funding target.

• Static supply & dynamic price: The supply of the tokens is fixed, but the price of one token is dynamic, depending on the total amount of funds contributed.

• Dynamic supply & static price: The token supply will be changed dynamically, while the price per token is set.

ICO Success Statistics

Since the boom in 2017, Initial Coin Offerings have raised billions globally. One of the massive ICOs promotions was that of Filecoin, raising over $257 million in 2017 — a sure test of the viability of this fundraising model. However, while popular, their big problem also comes through regulation. Many countries have been setting strict rules on how ICOs can function and operate. According to Statista, more than 80% of the Initial Coin Offerings are faced with strict scrutiny in the US and EU. Nevertheless, ICOs continue to be a valid token launch option for crypto projects that pass the threshold of compliance.

IEO Overview

An Initial Exchange Offering (IEO) is a fundraising model where tokens are launched and sold directly through a centralized exchange (CEX). Unlike ICOs and IDOs, where projects independently manage the token sale, an IEO relies on the exchange to host and promote the token sale. The exchange acts as an intermediary, managing the token sale logistics, listing requirements, and buyer verification processes.

IEO Success Statistics

Let's dive into one of our hottest wins! Generis Agency has partnered with secure messenger Lecksis, which has recently released its native LEKS token and made an initial exchange offering on the WhiteBIT exchange.

The results were tremendous: this IEO attracted a total of 100,320 USDT in 8 minutes and 54 seconds.

What is IDO, and how does it work?

An IDO is a newer form of token launch whereby projects can raise capital directly on a decentralized exchange. The process of an IDO brings in liquidity benefits and further decentralization by cutting out intermediaries. This may be a quicker path to market and lower listing fees for tokens than would be possible on centralized exchanges.

IDO Market Growth

IDO platforms have grown to be a guiding light, not only for investors but also for developers, in changing the game of how projects raise funds, marking a new frontier for decentralized finance. So far, IDOs have impacted cumulatively; for instance, Seedify has raised $5.75 million on its platform across 15 IDOs, and Coinlist has secured as much as $151 million in just one round.

Why Marketing Strategies for ICOs, IEOs, and IDOs are Different

Each token launch model requires unique сryptocurrency marketing approaches tailored to its platform and audience.

• ICO marketing: ICO campaigns often emphasize transparency, community engagement, and development milestones to build investor trust. Popular channels include Telegram and Medium, which facilitate community building and provide updates that foster early interest.

• IDO marketing: Since IDOs are hosted on decentralized exchanges, marketing is often decentralized too, focusing on social media, DeFi forums, and influencer partnerships. This audience expects high levels of decentralization, so messaging should highlight these features to appeal to a community-driven investor base.

• IEO marketing: IEOs are preferable to ICOs as they have more credibility when associated with centralized exchanges, and hence, marketing could tap into the trust of the exchange. Due to the importance of security issues in trading, the campaigns highlight the security features of the exchange, and as such, IEOs are appropriate for investors who value their security.

The Importance of Strategic Marketing for Token Launches

From an ICO to IEO and IDO, to launch any token, you need more than just a good idea. In the current crowded crypto marketplace, being different means applying a sound approach to get noticed and garner credibility. Cryptocurrency marketing is a critical aspect of creating awareness, reaching out to potential investors, and guaranteeing the success of your token launch.

Building Trust and Credibility through Marketing

The biggest issues in any token launch are all about trust, and the following are some of the key challenges. Given the number of projects, the field might be experiencing a competition problem, and that is why credibility becomes a focal point. Here are some key strategies to build trust:

• Transparency in communication: People always feel comfortable with projects whose development and objectives are well defined. They use X, LinkedIn, and Telegram frequently and maintaining their audience’s trust and updating them at every stage.

• Showcase your strong team and partnerships: Short bios about the team and their LinkedIn profiles ensure that there is credibility to your project. The legitimacy is further increased by cooperation with known ICO and IDO platforms or other companies in the sphere of cryptocurrency.

• Security and audits: Investors are most concerned with security. A third-party audit and disclosure of the results prove your concern for their safety in ways that self-reporting cannot.

• Offer early incentives: Some forms of tokens include airdrops, staking/profit sharing, or referral schemes can be included in the list of requirements for the token launch. Communicating these incentives during your ICO promotion simply makes it possible for the supporters to understand why they need to be part of it from that time on.

The Role of Market Education and Content Marketing

Given the complexities of a token launch, educating potential investors is a strategic way to generate interest. Cryptocurrency marketing isn’t only about promotion; it’s about making the project accessible and understandable. Here’s how content marketing can help:

• Educational content: Creating clear articles, videos, and infographics helps investors grasp complex topics like tokenomics and blockchain.

• Social proof and community engagement: A strong community signals to investors that your project is credible. Sharing testimonials, success stories, and running AMAs on X or Telegram allows you to directly engage with your audience, fostering trust.

• Platform-Specific Content: Treat your website as a resource hub, providing details about your token creation platform and goals. Optimizing for search terms like “create ICO” or “ICO promotion” can attract curious investors eager to learn more.

In short, building trust, maintaining transparency, and educating your audience are keys to a successful token launch. Integrating these strategies into your cryptocurrency marketing approach helps your project stand out, attracting an engaged and informed investor base.

The Best Сryptocurrency Marketing Services for ICOs and IDOs

When it comes to marketing strategies for crypto assets, especially those involving token launch strategies during ICOs or IDOs, the competition in the market is severe. As the number of projects increases in the ecosystem, a proper marketing strategy has to be adhered to. Generis Agency is very relevant among crypto marketing agencies. We are known for working with various teams that are willing to create an ICO or develop an IDO.

Social Media Marketing (SMM) Strategies

There’s no doubt that social media plays a major role in creating awareness and promoting engagement on upcoming token launches. For instance, X, Reddit, and LinkedIn are crucial for crypto projects because such channels host active cryptocurrency enthusiasts. Generis Agency’s approach involves crafting messages that resonate with the audience, integrating token launch content to generate buzz and interaction.

There are estimated to be 5.17 billion total social media users worldwide in 2024 (source: Sprout Social). Generis takes advantage of this by driving engagement and building trust within the community through consistent updates and transparent communication on social platforms.

Content Marketing and SEO Optimization for Token Launch Campaigns

Effective content is needed to hold the audience's attention and to achieve a good ranking on search engines. We apply content marketing and SEO optimization in our token launch strategies so that your project can be relatively easily discovered by a broad audience. Studies show that content marketing helps most B2B marketers at the top of the funnel, with 87% reporting that it helped them create brand awareness in the last 12 months; 62% say it nurtured subscribers/audience/leads; 52% say it grew loyalty with existing clients/customers; and 49% say it helped generate sales/revenue (source: Content Marketing Institute).

By focusing on related promotional inputs for ICOs and pertinent key phrases like token development and token creation platforms, Generis maximizes exposure across search engines and attracts an informed audience.

Community Building on Telegram and Discord

Telegram and Discord are platforms around which crypto communities flourish, thus making them important for the successful management of ICO promotion. Generis excels in community building by nurturing an active and informed community on these platforms. Regular AMAs (Ask Me Anything sessions), project updates, and exclusive announcements keep the community engaged and build loyalty.

Influencer Marketing for ICOs and IDOs

Influencer marketing also has an impact on the quality of customers. 83.8% of marketers reported gaining a better quality of customers from influencer marketing compared to other types of marketing (sourse: Influencer Marketing Hub).

KOLs are key opinion leaders in the particular niche of cryptocurrencies, and with their help, ICO promotion can be very effective. Getting projects to the right people quickly is made easier by working with influencers through Generis Agency. KOLs endorsements can build credibility and attract early investors who value social proof.

Paid Advertising for Token Launches: Google, Crypto-Friendly Ads, and More

As with most ad platforms, direct promotions for token sales are not permitted. However, it is possible to make token launch campaigns work within such platforms. Generis Agency exclusively uses crypto-savvy advertising networks and carefully selected Google Ads to achieve this. These ads create awareness and generate leads by showcasing the token launch checklist and its benefits.

A report by SmallBizGenius indicates that PPC has an average of 200% return on investment (ROI), which is advantageous for crypto projects aiming for high-visibility token launches. Generis takes a tailored approach, ensuring ads comply with crypto regulations and maximize reach across various platforms.

Challenges in Marketing Token Launches and How to Overcome Them

Bringing a token launch to life is no easy feat. This means that it is no longer only about creating awareness; triumph now requires the ability to work within market forces that can make or mar a venture. In this section, some particular problems in cryptocurrency marketing will be discussed and possible solutions suggested.

Ad Restrictions and Regulatory Hurdles

Marketing a token on such social platforms as Google, Facebook or X can be very difficult due to the strict policies against cryptocurrencies. These restrictions, which were made in order to avoid scams, have become an intrinsic part of campaigns for tokens launches, so compliance is mandatory.

• Solution: Choose specific ad platforms that accept cryptocurrency. If Google Ads are part of the plan**, design the content to emphasize its educational aspects rather than promotion,** in line with platform guidelines. For instance, Generis Agency understands ad compliance well and uses networks that allow crypto promotions within regulated parameters. It’s also essential to define compliance rules for each target region early on to avoid potential penalties.

Managing Market Sentiment and Investor Trust

Crypto markets can be volatile, and they have witnessed unprecedented growth in recent years. This volatility means that significant fluctuations and negative trends can impact investor sentiment very quickly, especially with new or relatively unknown tokens. Building and maintaining investor trust requires more than just a whitepaper and a roadmap.

• Solution: Be clear, adopt a consistent approach, and stay active in communication. Regular updates on development, partnerships, and milestones show investors that the project is progressing as promised. Another effective way to build trust is through open sessions (AMAs), where team members answer investor questions directly. Platforms like Telegram, X, and Discord work well for this, provided that discussions are moderated and responsive.

Step-by-Step Guide to Marketing a Successful ICO or IDO

Marketing a token is not a one-time effort but a series of checks and balances. Below are four steps to follow if you want to create an effective token launch campaign.

Pre-Launch Phase: Market Research and Strategy Development

In the pre-launch phase, you should gain a thorough understanding of your company’s market. This stage lays the foundation for a successful campaign, focusing on identifying the audience, understanding competitors, and crafting a flexible message that attracts potential investors to the opportunity.

Actions:

1. Discover the target market – Identify who is most likely to invest in your token and the platforms they frequent. Are they active on X, or do they follow crypto-related forums? This information is essential for developing effective token launch strategies.

2. Analyze competitors – Study similar projects to understand where they succeeded or struggled in ICO and IDO promotion. Learning from their successes and mistakes can help you refine your approach.

3. Create high-quality content – Develop blog articles, social media updates, and informative posts that build credibility. Share content about the token’s utility, the organization behind it, and the benefits it offers to gain potential investors’ confidence ahead of the launch.

Launch Phase: Key Media Target and Message Development

During the launch phase, the primary goal is to inform, capture attention, and maintain the active participation of the community in the token release process.

Actions:

1. Build social media marketing (SMM) – Stay consistently active on social media accounts. Platforms like X, LinkedIn, and Reddit are particularly popular with crypto audiences. Every post should be purposeful — informative, engaging, and, most importantly, aimed at building trust.

2. Launch referral programs – Leverage the reach of crypto influencers and their followers, who are part of your target audience. Endorsements from influencers help build recognition and credibility for the product, while directly engaging the community.

3. Host events and discussions – Regularly post updates on Telegram and Discord channels to keep potential investors informed and engaged.

Post-Launch Phase: Maintaining Momentum and Building Loyalty

After the launch, it’s essential to maintain interest and keep the target audience engaged. This phase focuses on sustainable growth and ensuring that consumers remain confident in and interested in the project.

Actions:

1. Constructive updates – Share updates on development progress, new partnerships, and milestones achieved. Clear and transparent communication reassures investors that the project is on schedule and moving forward as planned.

2. Loyalty rewards – Encourage community loyalty by offering exclusive access to new features, incentives for holding tokens, or opportunities to participate in future projects. These rewards strengthen engagement and foster a sense of belonging.

3. Feedback loops – Actively gather and incorporate investor feedback. This shows the community that their input is valued and considered in the project’s ongoing development. Demonstrating responsiveness to feedback builds trust and keeps audiences engaged.

Case Studies: Successful Lecksis Launchpad Campaign

Generis helped the project pass the token launchpad and collect the first investments from the community.

About the project

Lecksis is an anonymous and secure messenger with an integrated crypto wallet and marketplace. It is protected by a 24-word seed phrase and has end-to-end encryption. Lecksis does not store correspondence or other data and does not require any personal information from a user except a nickname.

Challenge

The client requested that we prepare the project for the Launchpad and help with its implementation. We needed to attract early users to the MVP and the project's social networks and then launch the activity.

Solutions

1. Basic strategy: The project needed to enter a competitive environment, which meant it needed to be unique. To do this, we developed a big idea, mission, values, Tone of Voice, and key messages. This answered the question “Who are we?” and simplified the work of teams managing visual and verbal communication. We also conducted a basic analysis of the market and competitors and identified key territories for the product's comfortable launch.

2. PR: Since the product is new to users, they are likely to google information about it. The search results needed to contain the right messages to form a positive impression of the product in the potential client. We also placed ads in the format of situational posts in popular Telegram channels. We adapted the posts to the latest news about messengers, hacks, and cybersecurity so that they looked organic.

3. Influencer marketing: We reinforced the brand by partnering with major influencers such as @misha_lebiga and @andre.boyarskiy, achieving a reach of over 1.3 million.

4. SMM: We took over the management of the pages, including content preparation, posting, communication with followers, and conducting activities.

5. Web3 quests: We sped up the emergence of the first users and community through quests. Those who completed all tasks related to social networks, such as likes, subscriptions, and reposts, received a chance to get a reward from the prize pool.

Two-Stage Airdrop Campaign

Launchpad on the WhiteBIT exchange

At this stage, it was necessary to involve people in the Launchpad and list the project on the exchange. To do so, we:

• Posted information about the token on aggregator sites.

• Did guerilla marketing in thematic communities and shared information about the Airdrop.

• Developed an influencer marketing strategy and divided it into two phases: Airdrop and public sale. At each phase, we placed ads with popular thematic bloggers and relied on virality.

• Helped the founders prepare for the AMA session and integrated the code necessary for completing the quest into it.

• Conducted a Web3 quest and distributed the rewards. In addition to standard tasks for subscriptions and application installations, we added activities: users needed to find the code hidden in the messenger interface.

• Improved the referral system, thanks to which we got coverage even among influencers. They posted most of the information for free and completed the quest tasks.

Public sale

During the second stage, we needed to involve new users, including those who missed the launchpad, in purchasing tokens directly from the project. We have:

• Developed a landing page for the Public sale.

• Done guerilla marketing in thematic communities, sharing information about the Airdrop.

• Conducted a Web3 quest and distributed the rewards. In addition to standard tasks, it included the purchase of the token and activity in the app. Participants needed to send a question to the account of Satoshi Nakamoto, which we created specifically for this activity. We received more than 4 thousand messages.

• Given out more points for inviting new users, thanks to which we received high organic coverage and shares of posts, even among influencers.

Results

The campaign goal was achieved, and the numbers confirm it: there are now 117,865 social media followers and a 1.3M+ reach from mentions on influencer pages. The Launchpad was completed in under 9 minutes, while the token rose 10x in the first 12 hours after it was listed.

Conclusion

Initial launching of token into the market, whether through ICO, IEO or IDO demands a well-articulated plan and effective cryptocurrency marketing. At Generis we have a full-service ICO promotion solution and token launch strategy for any ICO project to gain recognition, credibility, and investor attention. With the right combination of transparency, targeted outreach, and structured marketing, any crypto project can set a solid foundation for sustainable growth and long-term success.