How to attract a million users to the Bitcoin marketplace
The topic of using cryptocurrency in calculations and as an object of investment is becoming more and more popular every day. The number of extracted bitcoin coins today is 14,164,575 BTC (38,750 BTC has been mined in the last 24 hours). The average market rate at the time of this writing is $ 969-975. Thus, Bitcoin turnover in dollar equivalent is 13.7 billion dollars. At its peak in 2014, its market quotation was close to $ 1,200, then there was a smooth downward movement to $ 270-300. But since mid-2015, the bitcoin rate has been steadily growing. At the same time, the movement of Bitcoin exchange rate is associated with high volatility, which attracts traders. But the trading volume of the exchange platform depends on the number of users, frequency of use in calculations, reputation of the site, and services.
Many analysts have many times made statements that the behavior of Bitcoin does not fully fit into the framework of the well-known methods of margin trading. Economists have made claims that the fundamental rate is driven solely by the depreciation cost of equipment and consumed electricity for hash calculations. And the power consumption for mining is not small. In 2015, it was estimated at 1.46 terawatt hours per year, which is equivalent to the annual consumption of 135,000 US homes.
How do experts assess the immediate prospects for Bitcoin? There are several important trends. First, the laws and financial regulators of many countries are adapting to the new reality. For example, in the United States a license is required for the operation of such sites. In the European Union and the UK, everything is very liberal. In China, bitcoin is a hedging instrument in the face of restrictions on currency purchases and transfers abroad. It is even more popular than gold. In India, after the start of an active struggle with an uncontrolled cash turnover (which exceeds 90% of the total money turnover of the country), interest in Bitcoin is breaking records. In Russia, they abandoned the idea of ​​criminal prosecution, but have not yet decided on the state’s strategy. Actually, Russia's share in the global turnover of cryptocurrency is microscopic.
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In 2017, according to the expectations of many financial and banking analysts in the United States and the United Kingdom, including Barclays, Goldman Sachs, NASDAQ, UBS, BNP Paribas , financial problems may be aggravated (the bubble may finally burst) in China and India. It is quite capable of provoking a new global financial crisis. And it is highly likely to lead to an increase in the bitcoin market value. The facts are well known about what Internet media wrote when large venture capital funds invested in recent years in the technology of safe (cold) storage of bitcoins, in the technology of analyzing transaction history, in the technology of automating exchange operations on bitcoin trading floors.
Yes, it has now revived the minds of many talented entrepreneurs in the field of fintech. With the same purpose, we began cooperation with the Russian platform, registered in the UK, SpaceBTC. It was launched during 2015.
Here are the main goals we formulated:
1. Increase weekly audience
a. Strategies for the primary attraction of users through advertising channels
b. Strategies to attract from organic search
c. Retention Strategies with Social Publications
d. Retention strategies using forums
e. Retention strategies with eMail and RSS subscriptions
f. Retention strategies with remarketing campaigns
2. Audience engagement
a. Content format and the formation of a permanent audience of readers
b. Registration, user rating, advanced features for registered users
c. Stimulate comments and share
3. Stimulation of the viral loop
a. Loyalty programs for new customers
b. Affiliate Bonus Program
Without segmentation, it is impossible to achieve controllability of the main metrics of ROI, CPL, LTV, ARPU. Geotargeting audiences for the media and for the trading platform are different. For media, they are less segmented (wider audience). Also in terms of geo, they are targeted for all native speakers.
What are the main consumer segments we have identified:
1. Business audience: traders, middle and top managers, b2b clients (owners and financial management).
Their benefits they seek: [fashion], [investment diversification], [basic income], [marketing], [anonymity], [security]
2. Innovators: hipsters, startups, venture investors, high tech entrepreneurs, geeks
Benefits of this group: [fashion], [additional income], [investment diversification], [anonymity], [security], [globalization]
3. Gamers: poker, betting, casino
The following benefits are relevant here: [thrill], [fashion], [anonymity], [security]
It was proposed to use only the international domain zone and brand name - spacebtc.media
Tape publications should contain more than 12 information blocks per day, including weekends and holidays. To do this, you need to set up internal business processes and teamwork: copywriters, designer, banner maker, content manager, community manager, editor. Only with the help of the news feed it is impossible to create fascinating content for attracting and retaining Central Asia. Therefore, there should be a lot of formats and methods of interaction and each one should be thoroughly tested.
Ways of interaction:
1. Media blog (> 50%): stories, case studies, lifehack, interviews
Content: video blog + short announcement + podcast for download; text + pictures + video;
2. Analytical blog (~ 20%): analytical review, comparative cases, scenarios, forecasts, video conferencing recording, traders blogs
Content: infographics (full screen); video blog + announcement + podcast; text + pictures + video; paid subscriptions; personal assistant;
3. Educational blog (~ 10%): educational articles, fragments of books with expert commentary, video lectures, webinar recording, master classes
Content: summary (book in 10-20 minutes), infographics (full screen); video blog + announcement + podcast; text + pictures + video; paid subscriptions; individual sessions;
4. News article (~ 20%): news of the industry, companies, banks, rights
Content: text + pictures;
Even from this list it is clear that the news content is the poorest in its capabilities, the least unique and the least interesting for engaging and retaining the target audience! In order to get an interesting resource it is not enough to collect informational streams and plots, it is necessary to generate content and create conditions for numerous user content (well-administered).
Menus, rubrics, categories (tags), hashtags are subject to deep understanding and analysis.
Design: only a thin font, an increased size in headings, an arrangement a tile, parallax, AJAX.
Additional plugins: eMail-subscriptions, RSS, registration, access levels and user rating, traders rating (separate user category), material rating, view counter, forum, user accounts and referral bonuses, SMO.
Features: no registration - read only; with registration - comments, forum, analytical and educational sections.
Channels: Google, YouTube, Facebook, Instagram, Twitter, LinkedIn, Reddit, Digg, mobile networks.
Emphasis on display advertising, mobile traffic and video in setting up campaigns - because the user is mostly not looking for what we offer (new content).
SEO (organic) - content marketing, user content, promotion through video, through infographics, through pictures (if unique), guest posting, manual link building. Large SJ (> 100,000 keywords) mainly low-frequency and mid-frequency queries. Keyword research: parsing (taking into account geo), analysis of competitive profiles, analysis of search hints, latent-semantic analysis (LSA), reactive semantics collection (more than 20% of requests are new each month).
The share of search advertising is small, mostly remarketing.
Geo-targeting - proposed to start with the UK, the Netherlands, Switzerland, Germany, Austria and Italy. Work out a teamwork and the next step is to switch to India and China.
Interests, themes, placement, show schedule need to be tested. I can only say that the cost of a lead from the channels of media, mobile and video advertising may be lower than even organic search, and the audience coverage will definitely be more. I also noticed that competitors basically take the traffic from organic, while the competition in display, paid search, referral is probably low.
Founded in 2011 in San Francisco, Kraken is currently the largest Bitcoin platform in the world. Trades are held in US dollars, euros, as well as in Canadian dollars, British pounds and Japanese yen. Kraken is recognized by independent media as the best and most secure trading platform for cryptocurrency exchange. Kraken was the first bitcoin platform, whose prices and trading volumes were published on the Bloomberg Terminal, trusted by the Japanese Government and the German financial regulator.
Bitstamp is a bitcoin platform in the UK. Since September 2014, the second largest turnover has been achieved. Has permission to trade between USD, EUR, GBP and Bitcoin. It was founded in 2011 in Slovenia, but changed its jurisdiction to the UK in April 2013.
Bitfinex is a trading platform in beta testing phase. Created with the assistance of iFinex Inc. (Bvi). At the moment, passed all stages of licensing. He has a staff of experts who have come from different banks and companies: analysts, developers, and marketers.
I come to the conclusion that 98% of the efforts of the teams focused on the product. The market is expanding at about the same speed as the Universe. Taking into account not only risk factors from China and India, as well as medium-term risk factors from the European Union, conflicts between OPEC members, reduction in the cost of electricity generated, replacement of hydrocarbons and atomic energy by renewable sources, progress in the development of next-generation chips and processors, development of blockchain technologies in documentary operations with assets, real estate and bills of lading, then I would add a forecast for the involvement of cryptocurrency our turnover - the substitution of traditional national currencies, already representing be in clearer contours.
I liked the phrase from the speech of the Swedish professor and author of the book “Funky Business” Kjell Nordström about the future of the technology industry and humanity as a whole: “In 50 years there will be no countries, there will be only cities”. “In 50 years, instead of 218 countries, there will be 600 cities. After 25 years, there will be no, for example, Austria, because now Austria is Vienna and some small towns nearby. This will happen because of a change in the system of perception of information, the development of transport and technology in general. ”
Here it is - the blue ocean. Have you changed your mind about diving into it?
Many analysts have many times made statements that the behavior of Bitcoin does not fully fit into the framework of the well-known methods of margin trading. Economists have made claims that the fundamental rate is driven solely by the depreciation cost of equipment and consumed electricity for hash calculations. And the power consumption for mining is not small. In 2015, it was estimated at 1.46 terawatt hours per year, which is equivalent to the annual consumption of 135,000 US homes.
How do experts assess the immediate prospects for Bitcoin? There are several important trends. First, the laws and financial regulators of many countries are adapting to the new reality. For example, in the United States a license is required for the operation of such sites. In the European Union and the UK, everything is very liberal. In China, bitcoin is a hedging instrument in the face of restrictions on currency purchases and transfers abroad. It is even more popular than gold. In India, after the start of an active struggle with an uncontrolled cash turnover (which exceeds 90% of the total money turnover of the country), interest in Bitcoin is breaking records. In Russia, they abandoned the idea of ​​criminal prosecution, but have not yet decided on the state’s strategy. Actually, Russia's share in the global turnover of cryptocurrency is microscopic.
')
In 2017, according to the expectations of many financial and banking analysts in the United States and the United Kingdom, including Barclays, Goldman Sachs, NASDAQ, UBS, BNP Paribas , financial problems may be aggravated (the bubble may finally burst) in China and India. It is quite capable of provoking a new global financial crisis. And it is highly likely to lead to an increase in the bitcoin market value. The facts are well known about what Internet media wrote when large venture capital funds invested in recent years in the technology of safe (cold) storage of bitcoins, in the technology of analyzing transaction history, in the technology of automating exchange operations on bitcoin trading floors.
How to jump into the car of the outgoing train
Yes, it has now revived the minds of many talented entrepreneurs in the field of fintech. With the same purpose, we began cooperation with the Russian platform, registered in the UK, SpaceBTC. It was launched during 2015.
Here are the main goals we formulated:
1. Increase weekly audience
a. Strategies for the primary attraction of users through advertising channels
b. Strategies to attract from organic search
c. Retention Strategies with Social Publications
d. Retention strategies using forums
e. Retention strategies with eMail and RSS subscriptions
f. Retention strategies with remarketing campaigns
2. Audience engagement
a. Content format and the formation of a permanent audience of readers
b. Registration, user rating, advanced features for registered users
c. Stimulate comments and share
3. Stimulation of the viral loop
a. Loyalty programs for new customers
b. Affiliate Bonus Program
Segmentation of the target audience
Without segmentation, it is impossible to achieve controllability of the main metrics of ROI, CPL, LTV, ARPU. Geotargeting audiences for the media and for the trading platform are different. For media, they are less segmented (wider audience). Also in terms of geo, they are targeted for all native speakers.
What are the main consumer segments we have identified:
1. Business audience: traders, middle and top managers, b2b clients (owners and financial management).
Their benefits they seek: [fashion], [investment diversification], [basic income], [marketing], [anonymity], [security]
2. Innovators: hipsters, startups, venture investors, high tech entrepreneurs, geeks
Benefits of this group: [fashion], [additional income], [investment diversification], [anonymity], [security], [globalization]
3. Gamers: poker, betting, casino
The following benefits are relevant here: [thrill], [fashion], [anonymity], [security]
Implementation and business process of promotion
It was proposed to use only the international domain zone and brand name - spacebtc.media
Tape publications should contain more than 12 information blocks per day, including weekends and holidays. To do this, you need to set up internal business processes and teamwork: copywriters, designer, banner maker, content manager, community manager, editor. Only with the help of the news feed it is impossible to create fascinating content for attracting and retaining Central Asia. Therefore, there should be a lot of formats and methods of interaction and each one should be thoroughly tested.
Ways of interaction:
1. Media blog (> 50%): stories, case studies, lifehack, interviews
Content: video blog + short announcement + podcast for download; text + pictures + video;
2. Analytical blog (~ 20%): analytical review, comparative cases, scenarios, forecasts, video conferencing recording, traders blogs
Content: infographics (full screen); video blog + announcement + podcast; text + pictures + video; paid subscriptions; personal assistant;
3. Educational blog (~ 10%): educational articles, fragments of books with expert commentary, video lectures, webinar recording, master classes
Content: summary (book in 10-20 minutes), infographics (full screen); video blog + announcement + podcast; text + pictures + video; paid subscriptions; individual sessions;
4. News article (~ 20%): news of the industry, companies, banks, rights
Content: text + pictures;
Even from this list it is clear that the news content is the poorest in its capabilities, the least unique and the least interesting for engaging and retaining the target audience! In order to get an interesting resource it is not enough to collect informational streams and plots, it is necessary to generate content and create conditions for numerous user content (well-administered).
Menus, rubrics, categories (tags), hashtags are subject to deep understanding and analysis.
Design: only a thin font, an increased size in headings, an arrangement a tile, parallax, AJAX.
Additional plugins: eMail-subscriptions, RSS, registration, access levels and user rating, traders rating (separate user category), material rating, view counter, forum, user accounts and referral bonuses, SMO.
Features: no registration - read only; with registration - comments, forum, analytical and educational sections.
Targeting
Channels: Google, YouTube, Facebook, Instagram, Twitter, LinkedIn, Reddit, Digg, mobile networks.
Emphasis on display advertising, mobile traffic and video in setting up campaigns - because the user is mostly not looking for what we offer (new content).
SEO (organic) - content marketing, user content, promotion through video, through infographics, through pictures (if unique), guest posting, manual link building. Large SJ (> 100,000 keywords) mainly low-frequency and mid-frequency queries. Keyword research: parsing (taking into account geo), analysis of competitive profiles, analysis of search hints, latent-semantic analysis (LSA), reactive semantics collection (more than 20% of requests are new each month).
The share of search advertising is small, mostly remarketing.
Geo-targeting - proposed to start with the UK, the Netherlands, Switzerland, Germany, Austria and Italy. Work out a teamwork and the next step is to switch to India and China.
Interests, themes, placement, show schedule need to be tested. I can only say that the cost of a lead from the channels of media, mobile and video advertising may be lower than even organic search, and the audience coverage will definitely be more. I also noticed that competitors basically take the traffic from organic, while the competition in display, paid search, referral is probably low.
Who are the competitors? And how much should they be afraid of in a growing market?
Kraken
Founded in 2011 in San Francisco, Kraken is currently the largest Bitcoin platform in the world. Trades are held in US dollars, euros, as well as in Canadian dollars, British pounds and Japanese yen. Kraken is recognized by independent media as the best and most secure trading platform for cryptocurrency exchange. Kraken was the first bitcoin platform, whose prices and trading volumes were published on the Bloomberg Terminal, trusted by the Japanese Government and the German financial regulator.
Bitstamp
Bitstamp is a bitcoin platform in the UK. Since September 2014, the second largest turnover has been achieved. Has permission to trade between USD, EUR, GBP and Bitcoin. It was founded in 2011 in Slovenia, but changed its jurisdiction to the UK in April 2013.
Bitfinex
Bitfinex is a trading platform in beta testing phase. Created with the assistance of iFinex Inc. (Bvi). At the moment, passed all stages of licensing. He has a staff of experts who have come from different banks and companies: analysts, developers, and marketers.
Kraken metrics
Bitstamp metrics
Bitfinex metrics
Instead of conclusion
I come to the conclusion that 98% of the efforts of the teams focused on the product. The market is expanding at about the same speed as the Universe. Taking into account not only risk factors from China and India, as well as medium-term risk factors from the European Union, conflicts between OPEC members, reduction in the cost of electricity generated, replacement of hydrocarbons and atomic energy by renewable sources, progress in the development of next-generation chips and processors, development of blockchain technologies in documentary operations with assets, real estate and bills of lading, then I would add a forecast for the involvement of cryptocurrency our turnover - the substitution of traditional national currencies, already representing be in clearer contours.
I liked the phrase from the speech of the Swedish professor and author of the book “Funky Business” Kjell Nordström about the future of the technology industry and humanity as a whole: “In 50 years there will be no countries, there will be only cities”. “In 50 years, instead of 218 countries, there will be 600 cities. After 25 years, there will be no, for example, Austria, because now Austria is Vienna and some small towns nearby. This will happen because of a change in the system of perception of information, the development of transport and technology in general. ”
Here it is - the blue ocean. Have you changed your mind about diving into it?
Source: https://habr.com/ru/post/319284/
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