Hi @mehowbrainz ,
You raised a lot of questions, so I’ll respond in line to all of them even though I can admit I don’t have all the answers, but I’ll try to highlight the reasons for applying with this project along with my analysis, previous efforts and learnings doing product marketing for over 3 years.
Q: How did he determine that Bitcoin.com is the target audience sought? Did he consider other channels i.e. brave browser notification ads etc? Which were considered? Or did he pick the first and most obvious publication site? What’s the research that determined choices for the plan?
3 months ago, I’ve created some email outbound campaigns targeting blockchain journalists & introducing Zenon by sending articles, updates, and asking for thoughts. I was hoping to receive some responses and to see if someone would be open to writing about Zenon. The result was none even after 3 follow-ups to each.
After that, I tested with some minimum budgets from my own funds to discover & play with some other decentralized marketing platforms of Bitmedia & DragonX. Result: again, nothing significant, no pump in price or community through the Telegram or Twitter.
Bitcoin.com is one of the most popular websites for crypto news. It has roughly 3,000,000 users per month. Other top websites are Cointelegraph (which I remember we’ve tried), Decrypt or Coindesk which I’ve contacted but the price quotas were at least 5x more expensive than Bitcoin.com (Decrypt → $16k, CoinDesk → $12k). I have also checked out Brave to see if it’s possible to run banner ads, but they required KYC and the minimum budget required was $10k.
Here is an image with the crypto publications I’ve analyzed:
Using similarweb. com, I’ve researched more than 40 crypto-related publishing websites where we can create press releases, auditing them by means of real monthly visitors, bounce rate, page/visit, average visit duration & demographics about their visitors: country, age, topics they are interested in (pretty rudimentary, but good for a start).
Returning to my final shortlists (Bitcoin. com & Hackernoon.com), here’s some data about their audience demographics:
Q: Where are the banners on the site? Above/below the fold? ROS or homepage? &Which format are the banner ads? & How are the banner ads paced throughout the campaign?
As mentioned in the Medium article, the banner ads will run on news.bitcoin.com and they will be placed on the homepage. You can see in the images below. They are CPM and the cost per thousand impressions is 10$. The only targeting filters you can set on Bitcoin.com are by country, gender & age range.
As mentioned again in the 1st phase, I will start with $2000 with banner ads to make different tests highlighting the Accelerator, generic value propositions, or even buy enforcement. All these will run as micro-tests to see what messaging & funnel are better converting within the first phase.
Do you really believe that paying 2000$ for some banner ads is a cash dump? I would call it an experiment with the potential of growing in community/price while discovering a really functional channel that doesn’t ban us for trying paid advertising.
Q: What’s the objective of the funnel? Is it to gain followers? What’s the funnel for the banner ads? Where will clicks on press releases/banners be directed? & Is retargeting used? Which lists is he building and where? & How will clicks to the banner ads and links in the press release be tracked? UTM/GA? & What are the KPIs measured? And how are they measured?
The main objective of these campaigns is clearly awareness.
There will be multiple funnels to be tested out. But first of all, before running any of these campaigns, I am working to add some analytics plug-ins to the website in order to start tracking the website traffic (GA, Campaign URL Builder, Hotjar). Add CTA links on Accelerator-Z website page - #14 by John-Z
KPIs are the number of visitors, the number of people who landed on Pancake Swap, the number of new members in TG / Discord, and the number of new followers on Twitter.
Here are some images regarding the funnels:
All in all, I totally agree that there are other cheaper and more effective ways of marketing. I have deep experience in running paid advertising cross-channel for multiple products. Indeed, for a classic and unregulated product, you can easily achieve $0.001-$0.005 per engagement & a CAC even around $2-3 depending on several factors, but did you manage to run ads on Zenon and have similar results?
I’ve tried to advertise this post on Twitter (https://twitter.com/johnthzone/status/1525901272737619970), but it was declared ineligible because Twitter, Reddit, and Google are identifying and banning any sort of paid advertising of decentralized technologies as they classify them as sensitive.
If you can still run Twitter ads without being ineligible, we should definitely start doing it. Until then, I think we should look for alternative strategies and platforms that are crypto-related and there’s a good chance we can find new developers & investors.
Maybe my phases weren’t clear enough. I would first request 2000 ZNN to pay a press release on Bitcoin.com, spend 2000$ on banner ads, and 500-700 ZNN for my whole effort in writing the articles. Furthermore, I myself stated that the 2nd phase is highly dependent on the first one, if nothing brings value, sure, let’s drop it and focus on something else.
In conclusion, thanks for the questions they made me provide the whole overview and background work before running to this proposal. The questions are valid, but they don’t invalidate the project.