Welcome to the last installment of our three-part series on bitcoin and blockchain! From highlighting the benefits associated with talking about these two technologies to lining up qualified thought leaders, we’ve set the stage for a productive discussion around bitcoin and blockchain.
Now it’s time to put all of that planning and preparation into action. Here’s how to position your company at the forefront of the bitcoin and blockchain conversation.
Get out and about
Each year, dozens of conferences and events serve as gathering points for bitcoin and blockchain experts from all over the world. Learn about the latest developments surrounding the two innovations by sending your company’s thought leaders to a few of these events in 2018. The more often they chime in on conversations between speakers and attendees, the better chance they’ll have of being seen as an authority on bitcoin and blockchain.
Eager to get moving? Consider these upcoming events.
Offer your two cents
Whenever big news breaks, news outlets and trade publications rely on thought leaders to help explain what fresh developments might mean for the rest of the industry. Offer up such insights by reaching out to reporters who are particularly interested in bitcoin or blockchain. Although your company’s thought leaders may not start off as go-to resources, commenting on recent trends can help build up their credibility among audiences as well as journalists.
Build influencer relationships
Known for their loyal — and often large — audiences, bloggers and social media influencers have the power to generate significant results for your business. Nearly 86 percent of marketers relied on influencer marketing in 2016, and of those, 94 percent found the tactic to be effective. Make the most of this opportunity by establishing relationships with influencers who might be a good fit for your thought leaders. From commenting on recent posts to offering ideas for new ones, consistent engagement can help earn the trust of influencers.
In addition to working with influencers, encourage your thought leaders to develop content of their own. Blogs, videos and podcasts are just a few of the many ways in which thought leaders can craft reputations as experts in the industry — and possibly increase sales. More than 80 percent of senior executives believe compelling thought leadership content can influence their choice of business partner.
Wondering where to start? Walker Sands is here to help. We’ll work closely with your team of internal experts to create content that can be easily found by both buyers and decision-makers. When it comes to pinning down relevant conferences or trade publications, we’ve also got you covered. Our team knows the ins-and-outs of the B2B tech industry, and can take your brand’s visibility to new heights.
Get in touch to learn more about how Walker Sands can help you pull up a seat to the bitcoin and blockchain conversation.
Back for more about bitcoin and blockchain? Now that we’ve discussed their capabilities it’s time to consider whether the two innovations should be part of your company’s strategic messaging. From identifying an internal expert to narrowing your focus, the following three questions can shed light on whether bitcoin or blockchain are topics your company should speak to.
1. Do you have an expert?
The first step to position your business as a trusted resource on bitcoin and/or blockchain is finding the right thought leaders to help drive the effort. Reach out to executives who may be interested in authoring bylines or jumping in on conversations about bitcoin and blockchain. Those who possess an in-depth understanding of your business as well as familiarity with cryptocurrency may be the best candidates.
Remember though, just because someone is considered an expert on bitcoin doesn’t mean they have the same level of knowledge when it comes to blockchain. Divvy up thought leaders based on their grasp of the two technologies.
Having trouble drawing interest? Don’t forget to mention what’s in it for them. Not only will speaking about bitcoin and blockchain raise awareness of your company, but it may also help your thought leaders gain recognition within the industry.
2. What’s the angle?
Once you’ve identified thought leaders, narrow down your company’s messaging. While there’s plenty to talk about when it comes to bitcoin and blockchain, not all of it is important to your audience. Choose an angle that’s relevant to prospects, interesting to your customers and easy for thought leaders to knock out of the park.
Whether the focus is on how bitcoin or blockchain technology may impact your business or the broader industry as a whole, make sure to stay on top of new developments. There are a number of go-to resources for the latest cryptocurrency news and trends, including:
3. Are your thought leaders prepared?
Get the most out of interactions with the media by thoroughly training thought leaders ahead of their moment in the spotlight. Helpful resources such as Q&A documents or suggested talking points can go a long way toward ensuring your company’s messaging is understandable and consistent – no matter the thought leader.
If time permits, consider conducting a mock interview before the big day. Not only will it help calm any nerves, but it may also give you the chance to answer questions and simplify key messages.
Stay tuned for part three of our bitcoin and blockchain series!
Change is nothing new to the FinTech industry – a seemingly endless list of technologies have come into the picture over the last decade alone. Like clockwork, the industry is being transformed by yet another new innovation: Bitcoin.
Created in 2009, Bitcoin has since made headlines due in large part to its dramatic volatility. Growth of more than 300 percent in 2017 alone has piqued interest among potential investors and financial services companies.1 Still though, there’s no telling what the future holds for the much-debated cryptocurrency. While some expect Bitcoin to become the sixth-largest reserve currency by 2030, others aren’t as optimistic.2
Even if Bitcoin never meets sky-high expectations, the idea of decentralized cryptocurrency is sure to leave a lasting impact on a number of different industries – including digital marketing. This is why marketers should familiarize themselves with Bitcoin and all of the change it stands to bring.
Here’s a look at two ways marketers can make sure their companies benefit from learning and talking about Bitcoin.
Want your company to be remain on top of all the latest trends in FinTech? Bitcoin is a good place to start. Getting the conversation going about cryptocurrencies such as Bitcoin can help demonstrate that your organization is in the loop when it comes to industry innovation. While your thought leaders may not be Bitcoin experts just yet, sharing their insights on how Bitcoin is impacting the space can prove to be valuable.
To help draw attention toward your brand and raise awareness among a new audience, try speaking openly about new developments or trends related to Bitcoin, including:
- Bitcoin Cash
- Initial Coin Offerings (ICOs)
- Cryptocurrency exchanges
- Digital currency security
Keeping security top of mind
One of Bitcoin’s most compelling features is the technology behind it all. Commonly referred to as the blockchain, this technology consists of a distributed ledger that stores a record of any and all transactions within the Bitcoin network. But since the data is anonymized, consumers don’t have to worry about sensitive information falling into the wrong hands.
Highly-publicized data breaches have tarnished brand reputations while also inflicting severe financial damage. Companies can avoid such such fallout and gain a leg up on the competition by positioning themselves as a knowledgeable source on secure innovations in FinTech, including blockchain. Even if your brand isn’t leveraging Bitcoin now, simply discussing its impact on financial security can show your organization’s commitment toward exploring and understanding new security measures.
Here are some interesting talking points when it comes to blockchain and its impact on financial security:
A blockchain-based security model may help decrease the risk of cyberattacks and data hacks
Switzerland and Japan accept Bitcoin as a legal method of payment
Blockchain is being taken more seriously by financial institutions due to its independence, security and transparency
Much has been made about Bitcoin in recent years. From aiding billions of unbanked adults around the world to shoring up data security, Bitcoin promises to fundamentally transform the FinTech industry. Therefore, marketers have plenty to gain from discussing its potential impact in blog posts, whitepapers and other thought leadership pieces.
Ready to Talk Bitcoin?
If you’re interested in learning more, but aren’t sure where to start, check out a few Bitcoin resources we’ve pulled together. From a six-part series on Bitcoin and the blockchain to an in-depth look at how the blockchain could change finance as we know it, these resources can help put you well on your way toward developing a better understanding of Bitcoin and the blockchain.3 4
Stay tuned for additional blog posts and analysis as a part of our three-part series.
- The Balance: The Growth of Bitcoin Exchanges
- Institute for the Future: Understand the Blockchain in Two Minutes
- Marketing Week: Why Marketers Need to Get to Grips with Blockchain