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Bear markets, especially in crypto and fintech, are for building. Asset prices are down, volume is down, and the general cultural chatter has calmed. So what can marketers do to build buzz, but also build for the future?

Continuing our discussion on bear market marketing, today we’ll discuss some strategies that can keep your brand relevant and top of mind.

The Power of the Brand and Community

During bear markets, it's essential to double down on brand-building. Your brand is the one thing that remains constant, and strengthening it can pay off in the long-term. This is the perfect time to capitalize on 'owned channels' such as your social media, blogs, and newsletters. Implement low-lift content strategies that reinforce your brand ethos while providing valuable insights to your community.

Also, consider partnering with affinity communities—groups with shared interests to your brand and customers. Whether it's Ladies Get Paid, Boys Club, or other like-minded groups, these partnerships can expand your reach and build your community. Use your owned channels as bargaining chips to add value to the partnership.

Ad: Engaging Short-Form Video for B2B SaaS

Spacebar Visuals creates engaging short-form videos for B2B SaaS companies by turning your written content, such as blog posts, eBooks, surveys and more into engaging video content to drive top- and mid-funnel lead gen.

Making PR Your Ally

In an uncertain market, PR can be your best friend. Always work on stories that can connect with your brand. My team and I released a report in 2022 that found that 33% of Americans were more likely to date someone who mentioned crypto assets on their dating profile. The article went viral, with celebrities and influencers sparking conversation on Twitter for a couple days.

That was fun, drove an uptick in registrations, and a spike in brand awareness.

If there's one thing I've learned working in this industry, it's that virality tends to stem from three main categories:

1. Things that make people money

2. Things that make people laugh

3. Things that make people angry

Tapping into these emotions can help your content spread faster. Not saying you always have to pick one of these, but it certainly helps spark conversation.

Dare to Be Different

Don't be afraid to try something new and experimental. Our Anti Fiat Social Club shirt campaign, for instance, brought us thousands of new account registrations at the cost of a couple of hundred t-shirts.

It was really simple:

• Launch a landing page with a lead gen form

• Print about 250 shirts

• Offer free shirts to friends if they post about it on social on launch day. We didn’t pay anyone for talking about it, they just wanted a cool shirt.

• Watch the leads come in

This creative intersection of our brand with consumer culture resonated deeply with our audience and was instrumental in fostering community.

I’ve written a bit in the past about how swag can be a powerful driver of brand recognition. This tactic is very much worth keeping in mind during the bear market.

Bear markets might feel brutal, but they don't have to be boring. These downtimes offer opportunities to experiment, innovate, and establish stronger connections with your community. As marketers, we can leverage these times to deepen brand loyalty, foster community spirit, and pave the way for robust growth when the markets bounce back.

So let's embrace the bear markets and remember—while the market might be bearish, our creativity and marketing strategies can always be bullish.

Need marketing help?

I’ve been advising a few companies through the bear market and am looking to take on a couple more clients. Whether you’re building a brand or nailing down your acquisition strategy, let’s chat about how I can help you reach your marketing goals.

Who’s Hiring Marketers in Crypto?

• Head of Growth @ Infinity Pools [APPLY]

• Paid Media Manager @ Fireblocks [APPLY]

• Communications Lead, US @ Sorare [APPLY]

• Analyst, Customer Marketing @ Gemini [APPLY]

• Content Marketer @ Alchemy [APPLY]