Part One: Digital marketing tips and tricks from Jason Fishman
A dive into how Jason Fishman helps teams design and execute compelling marketing campaigns that build audience engagement and drive value to the business.
Part One: Digital marketing tips and tricks from Jason Fishman
05-11-2020
Encountering teams with great products and services but without established marketing teams, channels or even strategies is a common occurrence at DNA. The agency works to help these teams present t...
Encountering teams with great products and services but without established marketing teams,
channels or even strategies is a common occurrence at DNA. The agency works to help these
teams present their technological value more clearly, better understand their audiences, and
clearly define the journeys their audience will take to perform the desired action (more on user
journeys later).
In an effort to share some of his expertise with teams in a similar position today, we decided to sit down with Jason to discuss some of the common success factors, challenges, and nuances that he uses to design ultra-performant digital marketing campaigns. This is the first article of a two-part series, so be sure to stay tuned for Part Two!
Jason says the most popular fundraising mechanism amongst blockchain and cryptocurrency companies today is equity crowdfunding. Jason says companies in the space are using these SEC and FINRA-registered equity crowdfunding platforms to launch true equity sale campaigns, and then offer bonus tokens to investors as an added incentive. With the new limits for crowdfunding filings in the US (Regulation CF increases its maximum from $1.07MM to $5MM and Regulation A increases its maximum from $50MM to $75MM) that will soon be imposed, the equity crowdfunding trend is likely to continue until clarity is brought to the regulations governing cryptocurrencies themselves.
While equity crowdfunding isn’t a perfect solution, the regulations that allow equity crowdfunding campaigns provide a safe haven for companies that come from the unclear landscape of cryptocurrency regulations. Jason says that some companies are even looking to tokenize Reg CF and A offerings which could present an interesting middle-ground for regulators, but the SEC’s support for the tokenized approach remains unclear.
The idea that audience is critical to digital marketing campaigns, especially fundraising campaigns, isn’t new. Platforms like Kickstarter and IndieGoGo offer calculators, allowing a campaign organizer to input their audience size and receive an estimate an amount the campaign will likely generate!
Most digital marketing articles and tips will tell you that it takes, on average, 7 touchpoints in order to take an individual through the funnel, from awareness to action. The effectiveness of these touchpoints depends on another campaign success factor that Jason highlights: breadth and depth of content.
Finding the right frequency and alignment of touchpoints that you spark an interest in your audience and stay relevant in your audience’s mind is the ultimate challenge of developing quality content. What’s the best way to know if your content is relevant and effective? Test it with a small sample first and take the sample’s feedback to improve your next iteration. Repeat this until you’re confident that you have a quality piece ready for your whole audience.
These three examples highlight the importance of developing a multi-channel content strategy and testing it, ideally before engaging a marketing team or starting a campaign. Producing different types of long and short-term content is not only time-intensive, but it often also requires an intimate understanding of your company. Content isn’t impossible to outsource if your team is already at capacity, but it takes time for someone outside of your company to become familiar enough with it to produce valuable content. Plan ahead by developing a content strategy early on.
This way, when a marketing team like DNA comes to “pour gasoline on the fire”, you already have a schedule of articles, announcements, interviews, press releases that the marketing team can use as touchpoints in their campaign. Especially for enterprise or B2B-focused products and services, Jason says, use case documentation, white papers, and even concise infographics and explainer videos can all be extremely effective as digital marketing touchpoints. The more value that a piece of content gives to the individual in the funnel, the more likely a user is to move to the next stage of the decision-making process, taking them closer to the campaign’s conversion goal.
We've covered some fundraising trends and how they relate to digital marketing efforts, and we've looked at the two key success factors that Jason has identified through his experience. In Part Two of this two-article series, we'll dive even deeper into the steps and practices Jason follows to produce high-performing digital marketing campaigns!
We hope you gained value from this article, and hope you’ll share what you learned with us on our socials!
Follow us on Instagram, LinkedIn and Twitter to get the latest news and articles!
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In an effort to share some of his expertise with teams in a similar position today, we decided to sit down with Jason to discuss some of the common success factors, challenges, and nuances that he uses to design ultra-performant digital marketing campaigns. This is the first article of a two-part series, so be sure to stay tuned for Part Two!
Current Fundraising Trends
Jason and his team at DNA have been consistent in their commitment to supporting blockchain and cryptocurrency clients with fundraising campaigns since 2017. As such, they’ve become very familiar with the many investing trends that the market has seen since then. First, the ICO craze, then STOs, then IEOs, and now… equity crowdfunding campaigns. These trends can significantly influence an audience’s behaviors, attitudes, and beliefs, so it’s important for Jason and his team to remain current with the trends surrounding fundraising structures and vehicles.Jason says the most popular fundraising mechanism amongst blockchain and cryptocurrency companies today is equity crowdfunding. Jason says companies in the space are using these SEC and FINRA-registered equity crowdfunding platforms to launch true equity sale campaigns, and then offer bonus tokens to investors as an added incentive. With the new limits for crowdfunding filings in the US (Regulation CF increases its maximum from $1.07MM to $5MM and Regulation A increases its maximum from $50MM to $75MM) that will soon be imposed, the equity crowdfunding trend is likely to continue until clarity is brought to the regulations governing cryptocurrencies themselves.
While equity crowdfunding isn’t a perfect solution, the regulations that allow equity crowdfunding campaigns provide a safe haven for companies that come from the unclear landscape of cryptocurrency regulations. Jason says that some companies are even looking to tokenize Reg CF and A offerings which could present an interesting middle-ground for regulators, but the SEC’s support for the tokenized approach remains unclear.
Success Factor #1: Audience
When a project comes to DNA looking for fundraising support, Jason has become pretty adept at assessing their likelihood of success early on. The first and most important factor, he says, is audience. The larger and more engaged the campaign audience, be it a retargeting pool (website traffic) or an online community, the stronger it will perform.The idea that audience is critical to digital marketing campaigns, especially fundraising campaigns, isn’t new. Platforms like Kickstarter and IndieGoGo offer calculators, allowing a campaign organizer to input their audience size and receive an estimate an amount the campaign will likely generate!
The User Journey
Equally as important as having an audience is understanding them. A common way to understand an audience is through user journeys. Jason defines the user journey as the process of taking a prospective user or investor from awareness (the first digital marketing touchpoint) to conversion- when that individual completes the desired action, be it contributing to a crowdfund or registering as a user.Most digital marketing articles and tips will tell you that it takes, on average, 7 touchpoints in order to take an individual through the funnel, from awareness to action. The effectiveness of these touchpoints depends on another campaign success factor that Jason highlights: breadth and depth of content.
Success Factor #2: Content
Jason says content is the second key driver for success in the campaigns he’s run. Building an initial content strategy should be done after researching your audience and the steps your competitors are taking to reach their audience. Jason calls this the competitor audit. With the competitor audit complete, Jason consolidates the most effective content used by competitors and develops a similar content strategy that’s feasible within the resources and budget available for the campaign.Finding the right frequency and alignment of touchpoints that you spark an interest in your audience and stay relevant in your audience’s mind is the ultimate challenge of developing quality content. What’s the best way to know if your content is relevant and effective? Test it with a small sample first and take the sample’s feedback to improve your next iteration. Repeat this until you’re confident that you have a quality piece ready for your whole audience.
Multiple Channels
An effective digital marketing campaign targets prospective users from different channels and in different formats. For example, one touchpoint may involve a sponsored Tweet that shares a video investor testimonial with the campaign’s retargeting pool. Another touchpoint may involve an email with quick tips for using the product or service being sold. And a third could involve a direct message from a community manager sharing a new announcement from the team.These three examples highlight the importance of developing a multi-channel content strategy and testing it, ideally before engaging a marketing team or starting a campaign. Producing different types of long and short-term content is not only time-intensive, but it often also requires an intimate understanding of your company. Content isn’t impossible to outsource if your team is already at capacity, but it takes time for someone outside of your company to become familiar enough with it to produce valuable content. Plan ahead by developing a content strategy early on.
This way, when a marketing team like DNA comes to “pour gasoline on the fire”, you already have a schedule of articles, announcements, interviews, press releases that the marketing team can use as touchpoints in their campaign. Especially for enterprise or B2B-focused products and services, Jason says, use case documentation, white papers, and even concise infographics and explainer videos can all be extremely effective as digital marketing touchpoints. The more value that a piece of content gives to the individual in the funnel, the more likely a user is to move to the next stage of the decision-making process, taking them closer to the campaign’s conversion goal.
We've covered some fundraising trends and how they relate to digital marketing efforts, and we've looked at the two key success factors that Jason has identified through his experience. In Part Two of this two-article series, we'll dive even deeper into the steps and practices Jason follows to produce high-performing digital marketing campaigns!
We hope you gained value from this article, and hope you’ll share what you learned with us on our socials!
Follow us on Instagram, LinkedIn and Twitter to get the latest news and articles!
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