How to do Crypto GTM pt.2
I had a lot of outreach asking about some of the specific growth strategies I’ve used. In this thread I’ll go over some of the major strategies I’ve experimented with
@Everipedia
@Walmart
@hicommonwealth
I had a lot of outreach asking about some of the specific growth strategies I’ve used. In this thread I’ll go over some of the major strategies I’ve experimented with
@Everipedia
@Walmart
@hicommonwealth
https://twitter.com/GeorgePBeall/status/1544728493807869953?s=20&t=lnAlnBlY2RyIx2OAhqgJaw
2/n
It’s important to remember I am young and have been lucky, these are not all the answers, make sure to experiment for yourself.
Most of these strategies were free, I will note the rough budget for those that were not.
It’s important to remember I am young and have been lucky, these are not all the answers, make sure to experiment for yourself.
Most of these strategies were free, I will note the rough budget for those that were not.
3/n
Viral Content pt. 1
The major success we had at Everipedia, helping people learn about viral topics they could only read about in sources like Buzzfeed.
“Prison Bae” was one these and went viral for being a hot convict. People needed to know more.
everipedia.org/wiki/lang_en/j…
Viral Content pt. 1
The major success we had at Everipedia, helping people learn about viral topics they could only read about in sources like Buzzfeed.
“Prison Bae” was one these and went viral for being a hot convict. People needed to know more.
everipedia.org/wiki/lang_en/j…
4/n
Viral Content pt. 2
From there we found people discussing the topics on Facebook & Twitter. We left a meaningful comment about the information and dropped a link to the page. This approach met our target users when they were most interested in interacting with the platform.
Viral Content pt. 2
From there we found people discussing the topics on Facebook & Twitter. We left a meaningful comment about the information and dropped a link to the page. This approach met our target users when they were most interested in interacting with the platform.
5/n
SEO pt. 1
One of the most important parts for SEO is Domain Authority (DA). Search engines determine the legitimacy of a site based on the amount of other sites that link to it. This score is 0-100 and is called the DA.
moz.com/learn/seo/doma…
SEO pt. 1
One of the most important parts for SEO is Domain Authority (DA). Search engines determine the legitimacy of a site based on the amount of other sites that link to it. This score is 0-100 and is called the DA.
moz.com/learn/seo/doma…
6/n
SEO pt. 2
Wikipedia only has 5M pages, which means it’s missing a lot of content. However, Wikipedia’s Domain Authority (DA) is 99, so when they do have content Google lists it in the top 3 results for the keyword.
SEO pt. 2
Wikipedia only has 5M pages, which means it’s missing a lot of content. However, Wikipedia’s Domain Authority (DA) is 99, so when they do have content Google lists it in the top 3 results for the keyword.
7/n
SEO pt. 3
We built up our DA to about 30-40 over 6 months and then began creating content for major topics that Wikipedia did not have content for. With time we had consistent flow of curious people into the platform.
SEO pt. 3
We built up our DA to about 30-40 over 6 months and then began creating content for major topics that Wikipedia did not have content for. With time we had consistent flow of curious people into the platform.
8/n
SEO pt. 4
While long-tail can be cool, sometimes the most valuable keywords are competitive for a reason. This requires optimizing the site’s metadata and keywords for SEO. There are a lot of articles that can teach you how to do this.
SEO pt. 4
While long-tail can be cool, sometimes the most valuable keywords are competitive for a reason. This requires optimizing the site’s metadata and keywords for SEO. There are a lot of articles that can teach you how to do this.
9/n
SEO pt. 5
While consulting for a startup, we developed about 50 blog articles covering search terms people might be looking for for a topic. Tools like Ahref, SEMrush, and Google trends can help you identify what topics to write about.
SEO pt. 5
While consulting for a startup, we developed about 50 blog articles covering search terms people might be looking for for a topic. Tools like Ahref, SEMrush, and Google trends can help you identify what topics to write about.
10/n
Economies of Scale pt. 1
At Walmart, I worked to consolidate large volume items in order to have better costs. Doing so allowed me to dramatically grow our market share while also improving profitability. In turn, other retailers struggle to compete with Walmart’s costs.
Economies of Scale pt. 1
At Walmart, I worked to consolidate large volume items in order to have better costs. Doing so allowed me to dramatically grow our market share while also improving profitability. In turn, other retailers struggle to compete with Walmart’s costs.
11/n
Economies of Scale pt. 2
Much of the DeFi space is competitive and the major players offer more depth, lower slippage, and higher yield. Where possible look for markets where there is little or no competition and find opportunities to build your own economies of scale.
Economies of Scale pt. 2
Much of the DeFi space is competitive and the major players offer more depth, lower slippage, and higher yield. Where possible look for markets where there is little or no competition and find opportunities to build your own economies of scale.
12/n
Branding pt. 1
For many products, people care more about cost and quality than they do about brand. Walmart, Amazon, and Best Buy all have private brand electronics that are some of the top selling items in the country.
Branding pt. 1
For many products, people care more about cost and quality than they do about brand. Walmart, Amazon, and Best Buy all have private brand electronics that are some of the top selling items in the country.
13/n
Branding pt. 2
Many startups place a large early emphasis on branding and marketing, while product quality and low costs are more important. Look at NFTs with gas-optimized contracts vs. major marketing spend as an example.
Branding pt. 2
Many startups place a large early emphasis on branding and marketing, while product quality and low costs are more important. Look at NFTs with gas-optimized contracts vs. major marketing spend as an example.
14/n
Branding pt. 3
I’ve been in startups for upwards of 8 years now and have collected 100’s of pieces of merch. Only a few pieces were used heavily or remembered. Universally these items were aesthetic, useful, and high-quality items I would purchase myself.
Branding pt. 3
I’ve been in startups for upwards of 8 years now and have collected 100’s of pieces of merch. Only a few pieces were used heavily or remembered. Universally these items were aesthetic, useful, and high-quality items I would purchase myself.
15/n
Branding pt. 4
Shoutout to @blockchaincap for portable chargers, @MakerDAO for colorful mugs, and @hicommonwealth for cow print tear-away track pants.
Branding pt. 4
Shoutout to @blockchaincap for portable chargers, @MakerDAO for colorful mugs, and @hicommonwealth for cow print tear-away track pants.
https://twitter.com/hicommonwealth/status/1545424800482578432?s=20&t=h9fd79-TE9xzFlercmB0RA
16/n
Site Merchandising pt. 1
Much of eCommerce is optimizing your site design for business metrics, similar to how brick-and-mortar stores will assort items on a shelf. Meanwhile web3 companies optimize site design for ~vibes~ vs. usability.
Site Merchandising pt. 1
Much of eCommerce is optimizing your site design for business metrics, similar to how brick-and-mortar stores will assort items on a shelf. Meanwhile web3 companies optimize site design for ~vibes~ vs. usability.
17/n
Site Merchandising pt. 2
@moonpay has been so successful because they understand the impact of each button on their onboarding flow and optimize aggressively. Ensure that your interface is working for you and not just aesthetic.
Site Merchandising pt. 2
@moonpay has been so successful because they understand the impact of each button on their onboarding flow and optimize aggressively. Ensure that your interface is working for you and not just aesthetic.
18/n
Paid Ads pt. 1
I bought and operated a small eCommerce brand, SUNS Shoes, during my time at Walmart eCommerce. I managed paid ad campaigns for both organizations, and as you’d expect it was much easier to reach profitability with Walmart’s scale.
Paid Ads pt. 1
I bought and operated a small eCommerce brand, SUNS Shoes, during my time at Walmart eCommerce. I managed paid ad campaigns for both organizations, and as you’d expect it was much easier to reach profitability with Walmart’s scale.
19/n
Paid Ads pt. 2
As you run campaigns, optimize for ROAS (return on ad spend). This might be cost of acquiring users or fees generated. Ensure you have the funds and time to truly invest in paid ads before you start.
Paid Ads pt. 2
As you run campaigns, optimize for ROAS (return on ad spend). This might be cost of acquiring users or fees generated. Ensure you have the funds and time to truly invest in paid ads before you start.
20/n
Paid Ads pt. 3
Walmart, and most major eCommerce brands, have a variety of major affiliate partners. As you build affiliate programs, understand what a successful referral and what fair compensation looks like.
Paid Ads pt. 3
Walmart, and most major eCommerce brands, have a variety of major affiliate partners. As you build affiliate programs, understand what a successful referral and what fair compensation looks like.
21/n
Paid Ads pt. 4
Some DeFi protocols offer a portion of trading fees to aggregators that refer trading volume. We have not fully seen web3 affiliates get fleshed out, but I anticipate this will grow with time and infrastructure.
Paid Ads pt. 4
Some DeFi protocols offer a portion of trading fees to aggregators that refer trading volume. We have not fully seen web3 affiliates get fleshed out, but I anticipate this will grow with time and infrastructure.
22/n
Market Research pt. 1
One of the most important skills for a business person is market research. Walmart would pay for robust market data about all retail sales and market share. Messari, theTie, the Block, and others offer market research for major firms.
Market Research pt. 1
One of the most important skills for a business person is market research. Walmart would pay for robust market data about all retail sales and market share. Messari, theTie, the Block, and others offer market research for major firms.
23/n
Market Research pt. 2
For entrepreneurs, if you have an idea; someone has probably had it first. That means it either exists or it failed for a reason. Make sure to do your research before you invest in an initiative.
Market Research pt. 2
For entrepreneurs, if you have an idea; someone has probably had it first. That means it either exists or it failed for a reason. Make sure to do your research before you invest in an initiative.
24/n
Press pt. 1
Never pay for a guaranteed or sponsored article, these are scammy, don’t get major viewership, and can sometimes be taken down.
Use PRNewswire or other services for basic press releases, & make sure you are not paying someone to publish that for you. ($200-500)
Press pt. 1
Never pay for a guaranteed or sponsored article, these are scammy, don’t get major viewership, and can sometimes be taken down.
Use PRNewswire or other services for basic press releases, & make sure you are not paying someone to publish that for you. ($200-500)
25/n
Press pt. 2
Look at what gets covered in the press. Often times major coverage requires a funding round from top investors or a significant product development. Make sure to leverage these rare events to boost your brand legitimacy. ($15-30K)
Press pt. 2
Look at what gets covered in the press. Often times major coverage requires a funding round from top investors or a significant product development. Make sure to leverage these rare events to boost your brand legitimacy. ($15-30K)
26/n
Partnerships pt. 1
At Walmart I managed a number of the company’s major partners. In this situation, I was in a position of power and learned to maintain stability of business. While at Commonwealth, I grew our partnership base to 100’s of active partners.
Partnerships pt. 1
At Walmart I managed a number of the company’s major partners. In this situation, I was in a position of power and learned to maintain stability of business. While at Commonwealth, I grew our partnership base to 100’s of active partners.
27/n
Partnerships pt. 2
Both experiences required constant, clear communication and a focus on growth. I run recurring partner calls, try to speak with all market players, and ensure our partners are investing in the partnership as much as we are.
Partnerships pt. 2
Both experiences required constant, clear communication and a focus on growth. I run recurring partner calls, try to speak with all market players, and ensure our partners are investing in the partnership as much as we are.
28/n
Partnerships pt. 3
In order to grow a significant business, you need to maintain high retention. Otherwise, you have a leaky bucket that is wasting opportunities. Customer success is a great tool to ensure you retain B2B partners.
Partnerships pt. 3
In order to grow a significant business, you need to maintain high retention. Otherwise, you have a leaky bucket that is wasting opportunities. Customer success is a great tool to ensure you retain B2B partners.
29/n
Partnerships pt. 4
Commonwealth invests heavily in white glove customer support so that our partners like us and become fully-activated on the platform. While at Walmart, price was the biggest driver of B2C retention (conversion) and helped advise pricing strategy.
Partnerships pt. 4
Commonwealth invests heavily in white glove customer support so that our partners like us and become fully-activated on the platform. While at Walmart, price was the biggest driver of B2C retention (conversion) and helped advise pricing strategy.
30/n
Partnerships pt. 5
Largely due to how small crypto is, the asymmetrical level of growth among projects, and amount of scams, cold outbound is an ineffective strategy. Warm introductions are the best means of getting in touch with new partners.
Partnerships pt. 5
Largely due to how small crypto is, the asymmetrical level of growth among projects, and amount of scams, cold outbound is an ineffective strategy. Warm introductions are the best means of getting in touch with new partners.
31/n
Conferences pt. 1
Conferences are an opportunity to learn about new trends, network, and meet partners/friends in person. Heading to conferences, evaluate what your priorities are for the event.
Are you looking:
- to learn
- gain users
- network
- recruit talent
- or party
Conferences pt. 1
Conferences are an opportunity to learn about new trends, network, and meet partners/friends in person. Heading to conferences, evaluate what your priorities are for the event.
Are you looking:
- to learn
- gain users
- network
- recruit talent
- or party
32/n
Conferences pt. 2
Aim to book your trip to a conference at least 2-4 weeks prior to save money. Look for sheets that aggregate side events and understand that tickets are commodities.
Conferences pt. 2
Aim to book your trip to a conference at least 2-4 weeks prior to save money. Look for sheets that aggregate side events and understand that tickets are commodities.
33/n
Conferences pt. 3
Throwing side events or meet-ups are one of the most popular marketing strategies in crypto these days. Often times they will cost $5-50K depending on extravagance, with some parties costing $250K-1M.
Conferences pt. 3
Throwing side events or meet-ups are one of the most popular marketing strategies in crypto these days. Often times they will cost $5-50K depending on extravagance, with some parties costing $250K-1M.
34/n
Conferences pt. 4
Generally from my experience, VIP dinners are the highest ROI for relationship building with strategic people and open bar events in cool locations are best for top of funnel brand awareness.
Conferences pt. 4
Generally from my experience, VIP dinners are the highest ROI for relationship building with strategic people and open bar events in cool locations are best for top of funnel brand awareness.
35/n
Twitter pt. 1
There are a few tricks to CT. First, know your audience and what kind of content they are looking to consume. The algorithm prioritizes consistent creators, so make sure you post at least a few times a week, if not daily.
Twitter pt. 1
There are a few tricks to CT. First, know your audience and what kind of content they are looking to consume. The algorithm prioritizes consistent creators, so make sure you post at least a few times a week, if not daily.
36/n
Twitter pt. 2
Starting out can be scary since you don’t have many followers and aren’t getting many likes, but tweet into the void and trust the process.
Twitter pt. 2
Starting out can be scary since you don’t have many followers and aren’t getting many likes, but tweet into the void and trust the process.
37/n
DAO proposals pt. 1
Finally, you can sell into DAOs via governance votes. This can be a tricky process due to the variation in DAO processes. Some DAOs are controlled explicitly or implicitly by the core team, some requiring politicking among the community prior to voting.
DAO proposals pt. 1
Finally, you can sell into DAOs via governance votes. This can be a tricky process due to the variation in DAO processes. Some DAOs are controlled explicitly or implicitly by the core team, some requiring politicking among the community prior to voting.
38/n
DAO proposals pt. 2
Generally, best practice is to engage with the community, tailor a forum post to their community and needs, get feedback, talk with major stakeholders, and finally submit the proposal for a vote.
DAO proposals pt. 2
Generally, best practice is to engage with the community, tailor a forum post to their community and needs, get feedback, talk with major stakeholders, and finally submit the proposal for a vote.
40/n
If you notice, I’ve tried lots of strategies. The best strategy, is to experiment often so and understand what works best for your company.
Which of these are you interested in learning more about? What strategies did I not mention that you’ve found success with?
If you notice, I’ve tried lots of strategies. The best strategy, is to experiment often so and understand what works best for your company.
Which of these are you interested in learning more about? What strategies did I not mention that you’ve found success with?
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