I’m seeing signs and hearing ads all the time now that are asking consumers to opt for cashless payment methods in the light of the current crisis. Many retailers are now trying to distance themselves from handling and distributing cash as a means of stopping the spread of COVID-19.
The current climate is opening the doors wide to the broader acceptance of cryptocurrency. The more people know what it is, how to obtain it, and how to use it, the more mainstream it will become. In just the past few months, businesses of all sizes have started embracing cryptocurrency (primarily Bitcoin) as a means of helping flatten the curve.
As marketers, we have a unique opportunity to educate people, stimulate local economies, and, yes, capitalize on this growing trend. This is not about making money off a global crisis. It’s about creating a system that is permanently faster, more secure, and safer than cash or even debit. It’s one of those unique places where enterprise meets activism and one that can have long-term positive effects on both the economy and public health.
There are plenty of ways that you can present cryptocurrency and show its many benefits in a way that appeals to a broad audience. Right now, people are looking for new ways to both spend and invest and cryptocurrency is an increasingly attractive, stable, and lucrative option. Today, I’d like to share five ways you can augment all kinds of content to include this kind of messaging. Let’s get right to it, then …
These five cryptocurrency content strategies can help you explain the benefits and also motivate people to start using cryptocurrency as well as the services that make it accessible. How many are already part of your marketing strategy? Which ones apply best to the content you produce?
1. Push the Safeties Built into Cryptocurrencies
There are decided advantages to using cryptocurrency over cash, debit, and other more traditional payment options. You should be making liberal use of the features and benefits angle while offering real-world applications that your readers may not already be considering. The most relevant one right now is safety. Cashless payment is the preferred option for many retailers, and, as mentioned, many more are looking into ways to accept cryptocurrency than ever before.
This is good news for you because it opens up three distinct marketing demographics. Merchants looking to migrate; consumers looking for a secure, cashless payment method; and once-casual prospects who are starting to look more seriously at the concept are all viable targets.
The security aspect has been a point of conversation for a while, but explaining other safeties can augment that messaging considerably. This concept should be inserted into every blog post, social media post, landing page, and more.
2. Educate Readers on a Spectrum of Cryptocurrency Options
When most people hear the word “cryptocurrency,” their thoughts gravitate immediately to Bitcoin. There are, of course, plenty of other options. Most people are oblivious to the different types of cryptocurrency, how they work, and how they’re used.
Do your readers already know the differences between Bitcoin and Litecoin? Do they know the difference between tokens and coins? Do they understand forks and their variants? It’s quite a bit to take in all at once, but that’s the beauty of content marketing. You can focus on one topic at a time and progressively create educated consumers and investors one post, article, or email sequence at a time.
The more accurate, straightforward information you present, the more people will listen to your messaging. Education is a powerful medium in content. Make good use of it when marketing cryptocurrency.
3. Explain How Readers Can Obtain and Grow Cryptocurrencies
Now that you’ve educated people on what their options are and how they work, it’s time to start steering them into more meaningful actions. Create content centered on topics like converting cash to crypto and making the right investments for positive growth.
Be prepared to show proof for all your claims and steer people in the right direction. In many cases, that means steering them toward the services you provide or trust. Give people reason to trust you. Steer clear of speculation, and zero in on concepts that have known benefits and growth potential.
4. Research Businesses and E-Comms That Accept Cryptocurrency
Your content should always include examples of the spectrum of uses that encompass cryptocurrency, and the more specific your information the better. What national brands accept it for payment? Are you trying to zero in on specific geographic markets? If so, you should be digging even deeper and discovering smaller local businesses that accept or encourage cryptocurrency use in their establishments.
Brands like Starbucks and Whole Foods have been on the Bitcoin bandwagon for a while, but there are plenty of other retailers that accept that and other forms of cryptocurrency, as well. Some even help you grow your Bitcoin investment by offering free Bitcoin just for shopping at specific e-comms and even brick-and-mortar businesses with online presences. Drive the usability and potential growth of options like Bitcoin liberally in your content. The bigger the benefit you can showcase, the more open people will be to considering using it.
5. Start Normalizing the Idea of Using Cryptocurrency
As a parting thought, let me just emphasize the need for normalization of cryptocurrency in your content. Start presenting it as an option that is on-par with or superior to other payment and investment options. Don’t drive the novelty; drive the normalcy of it. Make people aware that this is not a passing fad and that it is something they need to start seriously considering or taking action to start using.
Need help getting the messaging right? Looking to develop a winning content strategy around this? Now is the time to open up a conversation with us about how to line up your cryptocurrency content in a way that attracts more consumers and investors to it. We are ready and waiting to help make your next campaign a success. Contact us now to learn more.
