Cryptocurrency or cyber currency has become big business, and that change has been lightning fast. Some of the blockchains have seen a change in value during 2017 of as much as 7000% or more. That market is volatile, but still growing. That being the case, it is time to talk about marketing these companies and what they offer.

Find the Connection to Your Coin

Buying the tokens for any of these companies does more than making an investment in the company. The coins, also allow the purchase of services or products online. Some allow access to an operating system, some access to foreign exchange algorithms, or other things too. So connecting what a coin does with the interests of potential investors should factor into all marketing plans for the company. Potential investors might come from different backgrounds than typical investing. Instead, they may be found in those who have an interest in what your token can do. If they give access to a sports betting site, then your marketing should take that into consideration.

Expert Reputation

When getting ready for an ICO, any expertise and reputation in the industry or the type of target market for the tokens becomes like cash in the bank. Cryptocurrency still has a lot of “the darknet” rumor attached, so anyone looking at investing in an ICO comes with some concerns. Expertise and reputation help to set those concerns aside media interviews or representation in the media establishing leaders as an expert is advantageous.

Be Aware

Becoming aware of the securities regulations that apply, as well as those in the pipeline is vital to marketing efforts.

Education of Others

As mentioned previously, cyber-currencies and blockchain companies are a relatively new type of enterprise. Because that is true, marketing materials and efforts need to also spend time in the education of potential investors and customers. For a specific company and their tokens, then teaching investors about what their coin does, where they get special privileges or can make money from the increase in the value of their tokens should be the focus.

The approach needs to be as if you are dealing with people who have no understanding of the process with token offerings, your coins, online wallets, and any legal aspects they need to know. Confusion will not work in the company’s favor.

Ronn Torossian is CEO of 5WPR, a top 15 US PR agency. The company recently established a special practice area for cybercurrency companies.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.