# Performance Marketing Proposal Guidelines **URL:** \ **Category:** ╰ Funding | Submissions\ **Tags:** delivered\ **Created:** [August 9, 2022, 12:15am UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918 "2022-08-09T00:15:58Z")\ **Posts on this page:** 12\ **Page:** 1
**Author:** ![mehowbrainz](http://forum.zenon.org/user_avatar/forum.zenon.org/mehowbrainz/32/1532_2.png) [@mehowbrainz](http://forum.zenon.org/u/mehowbrainz)\ **Post date:** [August 9, 2022, 12:15am UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/1 "2022-08-09T00:15:58Z")
I’ve been reviewing some draft marketing proposals recently, and decided to publish a Marketing Proposal Guideline which we could discuss and establish as a community. Hopefully it helps content creators (with or without marketing experience) understand the many facets of a strong marketing proposal. I understand that many Pillar Operators might feel like there’s a pressing need for marketing, however we must be aware that ZNN/QSR funds are scarce, and the treasury should only be reserved for the highest standards. I hope that seeing a sample proposal (at the bottom of this post), will help you identify the subtle differences between a proposal written with experience versus without. The network is young, treasury funds are scarce and I bet that most Pillar Operators are not experts in marketing. The network cannot afford to take big gambles. When developers submit code, it can be tested and verified. In marketing, we must see a strong proposal prior to approval, and performance results on phase submission. The more you prove that you can deliver that intended result, the more likely you are to get funded. If a marketing proposal has holes, it is the community’s responsibility to unearth and question components so that Pillar Operators can make the best decisions. If core components are missing, then one should work with other community contributors to develop a stronger, more whole proposal. Just because you have a skill i.e. content creation (without other abilities needed to develop a provable funnel), it doesn’t mean that it’s valuable to the network today. It is your responsibility as a Fund Requester to submit a whole proposal, which is as clear with its pros as it is with its cons. Marketing Proposal Guideline: - Goal - Strategy - Key Performance Indicators (KPI’s) - Duration - Reporting - Budget - Value Summary * * * **Goals:** The content creator / marketer should select a network goal. The [Zenon.Org](http://Zenon.Org) website will work with community contributors to maintain and list an up-to-date list of goals. Each goal will also act as its own landing page / funnel. Here are some sample goals we’ll be listing on the [Zenon.Org](http://Zenon.Org) website (likely to be updated with the help of @cryptocheshire): Goal #1: Solve problems / network needs: - Interoperability: Atomic Swaps - Interoperability: zBTC - Interoperability: Cross-Chain Bridges - Interoperability: Merge Mining - zApps: SDK’s: - Swift - Java / Kotlin - zApps: Smart Contract Runtime Implementation (WASM) - zApps: New NFT Standard Implementation - Decentralization: #NodeInvasion: - Local Nodes - Sentinels - Pillars - Accessibility: wZNN Liquidity - Accessibility: wQSR BSC Bridge - Accessibility: Docs GitBook Contributors - Accessibility: CEX Listings - Campaigning: #AtmosphericEntry: - Traffic Drivers - Influencers - Link Indexing Goal #2: Attract new participants: - Community Developers (solving above problems and others) - Pillar, Sentinel, Local Embedded Node Operators (SYRIUS installs) - Liquidity Providers (wZNN / BNB pool) - Pillar Delegators - Stakers **💡Tip:** Some goals are more easily attainable than others. Be smart with your selections and promises. * * * **Strategy:** The strategy encompasses the entire funnel: Outbound/inbound distribution channels/methods, copy, landing page(s), flow, remarketing and measurement tooling/capabilities. **💡Tip:** It’s often best to experiment with a strategy before proposing it for funding. It’s with experimentation that you’ll discover real capabilities, limitations and holes in your strategy. The investment of enriching yourself could only play in your favour. * * * **Key Performance Indicators:** - Can you prove that your campaign delivered conversions? - Do you require some measurement implementation(s)? - Are the conversions worthwhile for the price spent? - Do you iterate various components of your campaign as the campaign begins in order to optimize results? **💡Tip:** Being clear about what you can/can’t measure can perhaps make you think twice about your entire strategy, funnel, distribution channel(s) / method(s), landing pages. Perhaps you’ll discover that your proposal won’t be provable, and instead will require more advanced implementation(s) to be properly measured. Why ask funding for an idea which can deliver 50%? Perhaps it’s best to hold off, and instead go back to the drawing board? * * * **Duration:** - How long will your campaign last? - What’s the attribution window and when do you stop measuring? * * * **Reporting:** - How will you report your results? - Will you make it easy to prove the value delivered? - Will you provide exports of data? **💡Tip:** A reporting strategy shows understanding of your own funnel, and creates an opportunity to validate your original assumptions vs. results delivered. * * * **Budget:** - What’s the cost of the distribution channel/method? - What’s the cost of the content creation, iteration, tooling which forms the strategy? **💡Tip:** I would avoid requesting max sums if you’re just starting-off. Best to build rapport with the network by starting small and proving performance. You have one shot to do it right. Pillars are likely to be more forgiving for small failures. * * * **Value Summary:** A short summary of what the network is paying-for, the value received. It’s important for everyone to see how you perceive your value vs. how others react to it. * * * **Sample Proposal:** - Goal: Lead generation for SWIFT SDK developers using an outbound approach - Strategy: - KPI’s: - Duration: 30 days of listening/replying. The attribution window is set to 30 days post landing page visit, so the campaign will end after 60 days from the day it began (plus added days for retargeting schedule to complete). Data begins to show up on attribute 8-24 hours after the traffic clicks on the link and lands on the landing page. The community will be able to track my performance in real-time, and will not need to wait 60 days to get a final report (though recommended to not jump to conclusions as I experiment and optimize various copy strategies). With cost to acquire metrics, the network will be able to quantify the value driven for each ZNN/QSR spent. - Reporting: A post-campaign report will be generated via the proposal thread in the forum. It will link to compiled attribute data (using a web-based sheet viewer), and provide steps for anyone to export data on attribute to validate the performance data. Links to all the tweet replies will be provided/compiled. - Budget: 300 ZNN - Value Summary: No automated copy writing systems can be as hyper-targeted as a human adapting itself to the tweet it’s replying-to. You’re 1) paying for tailored shills carefully placed in traffic channels optimized for solving the network goal, and 2) paying for funnel development. * * * Get what I meanz? ---
**Author:** ![cryptocheshire](http://forum.zenon.org/user_avatar/forum.zenon.org/cryptocheshire/32/1348_2.png) [@cryptocheshire](http://forum.zenon.org/u/cryptocheshire)\ **Post date:** [August 9, 2022, 5:25am UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/2 "2022-08-09T05:25:35Z")
This is an incredibly important guideline and should be the baseline for any marketing related AZ proposal, thanks for putting this together sir @romeo @0x3639 can we pin this post pls? Idk how lol ---
**Author:** ![SugoiBTC](http://forum.zenon.org/user_avatar/forum.zenon.org/sugoibtc/32/3246_2.png) [@SugoiBTC](http://forum.zenon.org/u/SugoiBTC)\ **Post date:** [August 9, 2022, 9:25am UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/3 "2022-08-09T09:25:35Z")
Pinned on August 9, 2022, 9:25am UTC ---
**Author:** ![SugoiBTC](http://forum.zenon.org/user_avatar/forum.zenon.org/sugoibtc/32/3246_2.png) [@SugoiBTC](http://forum.zenon.org/u/SugoiBTC)\ **Post date:** [August 9, 2022, 9:26am UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/4 "2022-08-09T09:26:06Z")
Done ser ^^ ---
**Author:** ![coinselor](http://forum.zenon.org/user_avatar/forum.zenon.org/coinselor/32/2832_2.png) [@coinselor](http://forum.zenon.org/u/coinselor)\ **Post date:** [August 9, 2022, 3:18pm UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/5 "2022-08-09T15:18:51Z")
For the provided sample, It would be interesting to figure out whether warming up the cold traffic will perform better as you said, and most importantly, what would be the right way to do so. It might be that regular devs get scared of not knowing the intricacies of developing for a blockchain/crypto project. This is perhaps an opportunity to bring up success stories such as the lead dev and creator of Uniswap, someone who didn’t even know how to program and just learned solidity off a friend’s recomendation. Clearly the opportunity for web3 devs is there and, I would argue, we will bring better talent if we convert from the larger non crypto dev pool. Other perks that could be mentioned: - Optional anonymity - Potential for crypto native payment to appreciate in value. - Decentralized/remote nature of work/cooperation’s. - FOSS benefits, etc… ---
**Author:** ![mehowbrainz](http://forum.zenon.org/user_avatar/forum.zenon.org/mehowbrainz/32/1532_2.png) [@mehowbrainz](http://forum.zenon.org/u/mehowbrainz)\ **Post date:** [August 9, 2022, 3:38pm UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/6 "2022-08-09T15:38:43Z")
💯 great copy ideas, and I agree that testimonials ie Uniswap story could work well across the entire campaign ie copy, landing page, drip campaign etc. Experimentation with various copy angles can help us determine what drives a dev to click on the link / get warmed up. Though if the hashtag / Tweet listening strategy includes crypto related hashtags on top of the swift ones, we can assume that the traffic flowing through those tweets may be web3 versed. Both audiences could work! I will provide more proposal samples for other goals, ie an inbound approach versus other targeting capabilities through other distribution networks, or other marketing styles ie native ads on crypto related publications (which typically appear more trustworthy as they’re native), or working with influencers and using their networks. ---
**Author:** ![LearnZenon](http://forum.zenon.org/user_avatar/forum.zenon.org/learnzenon/32/985_2.png) [@LearnZenon](http://forum.zenon.org/u/LearnZenon)\ **Post date:** [August 9, 2022, 4:07pm UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/7 "2022-08-09T16:07:59Z")
Amazing as always ser! ❣ 1. Regarding the data from LearnZenon, here is the situation: - **Cost Per Mile (CPM):** This can be provided using twitter analytics - **Click Through Rate (CTR):** This can be provided using twitter analytics - **Conversion Rate (CVR):** Twitter Analytics/Google Analytics can be used here, but we need a website where we can direct the traffic to and compile the data. Currently there is [Zenon.Network](https://zenon.network/) live. Do you think we can get their website traffic data on a recurring basis? Or maybe direct access to it? ZenonOrg is not live yet. (Cc @mehowbrains for a timeline on that). - **Cost Per Acquisition (CPA/CAC):** Same point as for CVR. What do you recommend in this case? How do we capture CVR and CAC at the moment? 1. Tracking structure: - Is there a way to measure if a person actually bought / delegated / staked tokens by using our link? - How is [Zenon.Org](https://zenon.org/) going to capture such data? - Is this possible through [Zenon.Network](https://zenon.network/)? - I assume the wallet addresses are to recorded to capture it? ---
**Author:** ![coinselor](http://forum.zenon.org/user_avatar/forum.zenon.org/coinselor/32/2832_2.png) [@coinselor](http://forum.zenon.org/u/coinselor)\ **Post date:** [August 9, 2022, 4:35pm UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/8 "2022-08-09T16:35:08Z")
I think we could track syrius downloads by the amount of people that click a download button that redirects to the file directly. We could set it up to detect OS and feed the correct file directly. Regarding tracking delegations and stuff I assume a tracking/analytics type tool would need to be added to the wallet. It would basically be a ‘delegate/stake’ button in a browser that would open up the syrius app in the relevant screen that would be just asking for confirmation. I have no idea of the implications of software bloat or security something like that will bring to a crypto wallet but def a tool worth it’s weight in marketing efforts. ---
**Author:** ![LearnZenon](http://forum.zenon.org/user_avatar/forum.zenon.org/learnzenon/32/985_2.png) [@LearnZenon](http://forum.zenon.org/u/LearnZenon)\ **Post date:** [August 9, 2022, 4:54pm UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/9 "2022-08-09T16:54:17Z")
We would also have to rely on the Syrius developers to merge any such analytic tool right? ---
**Author:** ![coinselor](http://forum.zenon.org/user_avatar/forum.zenon.org/coinselor/32/2832_2.png) [@coinselor](http://forum.zenon.org/u/coinselor)\ **Post date:** [August 9, 2022, 6:22pm UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/10 "2022-08-09T18:22:13Z")
Syrius is fully open source now, anyone could add extra functionality on top. I assume we could use the ZIP framework to improve the official syrius repo just as we improve the NoM protocol. ---
**Author:** ![cryptocheshire](http://forum.zenon.org/user_avatar/forum.zenon.org/cryptocheshire/32/1348_2.png) [@cryptocheshire](http://forum.zenon.org/u/cryptocheshire)\ **Post date:** [August 9, 2022, 7:42pm UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/11 "2022-08-09T19:42:59Z")
If this is critical to measure the performance of marketing initiatives, then this should be the first and foremost focus of any marketer before even considering asking for funds to disseminate content. ---
**Author:** ![mehowbrainz](http://forum.zenon.org/user_avatar/forum.zenon.org/mehowbrainz/32/1532_2.png) [@mehowbrainz](http://forum.zenon.org/u/mehowbrainz)\ **Post date:** [January 30, 2023, 4:55pm UTC](http://forum.zenon.org/t/performance-marketing-proposal-guidelines/918/12 "2023-01-30T16:55:56Z")
Unpinned on January 30, 2023, 4:55pm UTC