How to Build a Successful STO Marketing Campaign

Get ready beforehand

Let’s think globally first. In order to succeed launching an STO, your project has to be trustworthy and visible. While marketing mostly deals with the “visibility” part, your initial preparation is what makes your project trusted. You need to build a solid ground for an STO by thoroughly thinking through your business idea, gathering a credible team, and dealing with all the legislation and documentation required for a Security Token Offering.

The importance of marketing

Some projects underestimate the power of marketing and, as a result, fail to fulfill their potential. What’s the point of launching an exceptional STO if no one will find out about it? To find investors, you need to steadily increase the visibility of your project with various marketing tools.

  • Modern millennial investors. These people goals differ from the ones of an older generation. Millenials are digital natives who are always interested in innovative instruments and technologies. As for the investments, they are already thinking about the future, looking for better returns thank various bank deposits in order to retire in 40, not 65.
  • Crypto investors. This audience consists of the ones who got disappointed in ICOs and are currently considering STOs as a more reliable alternative.
  • Impact investors.The main goal of such people and, thus, their driver when it comes to investing is making the world a better place. They mostly consider social projects that may impact not only their wallet but the future of all humanity.
  • Traditional institutional investors. These include banks, various funds, and even insurance companies. The key problem of this target audience is the liquidity of alternative investments. That’s why STOs may be a good option for them when there are more developed secondary markets for security tokens.

Essential marketing tools

Obviously, there is a wide variety of marketing tools. To name a few, these may include press releases, social media marketing, roadshows, email campaigns, etc. When building a marketing strategy, you should consider your project goals and the target audience, tailoring all marketing tools to fit them.

Press releases

WHAT: A press release is a brief official statement announcing important updates of the project. It is usually written by a public relations expert and distributed among influential financial media. Press releases are an integral part of any STO as they pass the word about your project and bring traffic to your website.

Social media marketing

WHAT: This marketing tool involves regular activity in such social media as Telegram, Facebook, Twitter, LinkedIn, Quora, Reddit, Bitcointalk, etc. This includes creating new content (both textual and visual), sharing industry news and related information, answering comments, launching ads. In most of the cases, efficient social media marketing requires a dedicated SMM expert and/or a community manager.


WHAT: Roadshow is a series of meetings with potential investors in the key cities and regions. The aim of such events is mostly networking and spreading the word about your STO.

Email marketing

WHAT: As you build an email database with loyal potential investors, you may start direct communication with them by means of newsletters, special offers, and STO promotion.

Other tools

Apart from the major most commonly used marketing tools, there are other ones that may also benefit your campaign outcomes.


Among all the diversity of marketing tools, it is essential to choose the ones that will work best for your project and target audience. That’s why we highly recommend you to turn to trusted professionals who will be able to build a successful marketing strategy and take care of its execution.

  • Blog articles, especially SEO optimized, have the potential to bring more traffic to your website and move your project higher in Google ranking.
  • Bounty campaign implies awarding users with tokens for certain activity promoting an STO. However, this tool may not be quite reasonable when it comes to STO marketing as you will basically give away valuable assets and not simply utility tokens.
  • AMA (Ask Me Anything session) is a live video stream with the audience of potential investors during which they may ask your team any STO-related questions.
  • Advisors and influencers’ engagement is another great way to promote your STO. For a certain amount of money or tokens, you may hire a crypto influencer to make a review of your project and advise it to their audience.



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