What Goes Into an NFT Advertising Plan?
Every good advertising campaign starts with a high-level vision that can then be translated into discrete deliverables. Your NFT advertising plan will help you corral all of your ideas, like ad content and platforms, and define your KPIs so you can successfully measure return on investment. Ultimately, your advertising plan should provide a summary of your campaign so you can present clear goals and budget requests to leadership and key stakeholders.
The first step of drafting an NFT advertising plan involves coming up with a marketing approach and setting concrete goals for success. Most NFT campaigns rely on performance marketing, which focuses on measurable outcomes by baking in a series of test campaigns to the overall timeline. This way, you can quickly test a variety of channels and targeting strategies, and rapidly iterate your campaign to hone in on what’s working.
Once you’ve determined your approach, outline each phase of your campaign. Provide a timeline for each phase as well as the roles and responsibilities of anyone involved to provide layers of accountability and ensure a smooth rollout. Include the following:
- Pre-production: Use this phase to set your KPIs and lock in core decisions around branding and positioning.
- Channels: Determine where this campaign will be displayed, whether that’s through Google Ads, social media, or other platforms.
- Creative development: Delve into the specifics of your ad campaign. What will it look like? Will it involve influencers to help spread the word?
- Testing: Include a phase to test across channels and make adjustments to best predict cost-per-customer-acquisition across your campaign.
- Campaign launch: Satisfied with the results of your testing, it’s time to launch your campaign to a wider audience. Use a burst campaign with a high spend rate so you can rapidly acquire users. Look into pairing your NFT project with a PR campaign as well, so you can drive brand awareness and establish authority in the space.
Getting into the nitty-gritty here may seem like overkill, but it will make buy-in from leadership much easier. Plus, you can refer back to this document during your campaign debrief to see if you’ve met your goals and determine any areas for improvement as you prep for your next campaign.