There are some great ways to reach out to earned media – that is to get free media – especially from local ones, before resorting to paid media:
1. NFT Calendars
Submit your drops to the most popular free calendars. Here’s a short list to start with:
NFTCalendar.io
NFTCalendar.io is just a great big site for people to submit drops for free. Very popular and a no-brainer for any project.
NFT Lately
NFT Lately is only a newsletter, but as you will see below, it focuses on upcoming NFT drops,and also also posts about drops each week on the Twitter account -a double whammy for NFT promotions.
NFT Evening
NFT Evening is another one of the top places to list your NFT collection for free. NFT collections can pay 0.1-0.2 ETH can be paid to feature the listing.
NFTdropscalendar.com
This is just a super simple submission that has a premium paid position as well.
NFTdropscalendar.com is an easy place to advertise your NFT for free. The site claims to be the #1 NFT Calendar and has a large selection of currently minting and upcoming NFTs.
Here are some FAQs from the website:
Not sure there is a lot of transparency here regarding how featured listings are presented, and how much is invested in google ads, checking this is on our roadmap.
NFTdroops
This site provides free listings, and it looks like it has an upsell to post a press release for the NFT. Prices are not disclosed, you have to fill out a form to get a quote.
2. Local media
While a few projects may attract the national press, it’s typically easier to reach out to local media first. National media will also be more willing to pick up what was previously a local story, so the local TV station or newspaper adds credibility to your national pitch. We’ve been super-successful getting local media coverage so will take some time here to explore how it is done.
Who is local media? Local newspapers, TV stations, weeklies, radio, and city or business magazines, newsletters, and blogs may be more than happy to “break the story” about your project. If you have collaborated with the local recycler/art museum/humane society, etc. be sure to put the newsletter in your talking points.
Local media are very receptive to covering local projects because NFTs are new and exciting, and you create a breaking news angle on a slow cycle. Here are a few ideas to consider when pitching an “angle” for your story:
- Is your project a “first in the world”? Even first in the city? If so that is a news hook that editors can use.
- Do you have a launch date or party? That is also considered a “news hook” ie timely news that the media can break and/or cover.
- Do you have a collaboration to announce? Yep, another news hook that gives the media a chance to report.
- Is your project super visual? TV especially likes a visual story.
The process for reaching out to local media is fairly straightforward. You can find the print editors (local, business, art) on their website, and send a press release, with a short – yes, very SHORT – email that cuts to the chase giving the critical information, and a follow-up phone call. TV works the same way, but you are sending to and calling on the assignment editor. For online media you’ll just have to search in the “contact us” area.
Cats want mice, dogs want other dogs and local media want to be first with the story. So you can use that angle, but remember that smaller media may not want to follow the daily unless there is a slightly different angle.
Do leave your phone number and “call me anytime.” Media are on deadlines and may not want to schedule from a Calendly link.
Finally, get your ducks in a row first. Your website should be ready! Your real name and bio MUST be there. You only get one shot at a first impression.
3. News Podcasts and YouTube channels
The same outreach applies to podcasts and YouTube channels that are news-oriented and related to your project. You don’t always need to partner with a specifically NFT-oriented podcasts or How To video. CryptoVaxx, as mentionned earlier, partnered with a podcast specific too and popular with scientific researchers. They got the podcasters interested by offering to donated 100% of the profits from an NFT T-shirt sale to the podcasting group, and as a result received significant air time for their message.
4. Paid media
There are all kinds of paid media you can try out but these are the most used:
- Branded content on newsletters
- Paying influencers
- Ads on Twitter and Facebook
- Paid “Best of” product comparisons
The best practice is to experiment by starting out small with a variety of media. Check the analytics, then cut the non-performers and couple down on the conversions. Remember the module on collaborations? Look for opportunities to share a marketing budget. Most of our members have not found paid media as useful as developing earned media or significant partnerships.
Agencies and contractors
Some agencies such as Coinbound.io will share a CMO, but most agencies are looking for investments in the $10,000 plus range, and need to pull a profit out of that, so if you are not ready for that level and up for managing a team and working on multiple time zones, you can find contractors on Upwork who charge less.
One way to vet the agency – or contractor – is to ask them to pitch you on the plan. First, you will see what is included. We’ve seen agencies charge $7500, only to set up multiple channels without creating or posting any content whatsoever. Typically, digital agencies who are “moving into” the crypto space will provide a content schedule and use a tool to post it across social media. For NFT projects, marketing is different – you want a Discord moderator, a plan that drives traffic to your Whitelist and Discord, and if applicable, SEO from product comparisons. Here are some tips:
- Look for use cases similar to your project in size and type (that means on the blockchain, but probably not Metamask)
- Ask them to pitch you a plan. Do they have contacts with influencers? Comparison lists (if applicable)? Will they moderate Discord? Or is it strictly a social media posting schedule?
For contractors, my first way to vet them is to ask them to send me a calendar invite. If they can’t get through that simple process, any time zone issues are not going to work.
Ready to go? Join the next Web3Collab “share your NFT project” session.