Do you know how to market an NFT collection? In the past, we’ve looked at how to promote a single NFT that you have created. We looked at a handful of steps to find a buyer for your digital asset, and how to create a community. But do those same principles apply to marketing an NFT collection?

We understand why NFT marketing seems complex, and why it’s important. The reality is that many people still don’t quite understand what NFTs are, or how they can be used by brands to create a sticky and engaged fanbase. But if you want to tap your NFT collection into a market cap of more than $11.3 billion, wrapping your head around a few key marketing principles is vital.

NFT marketing, generally

There’s no real secret to NFT marketing. No more than any other type of marketing, anyway. Promoting an NFT collection involves understanding your target audience, and reaching them where they are. And lately, it involves offering your audience something more than a simple piece of digital art.

Marketing a single NFT can be as “simple” as creating a huge amount of buzz from your existing community, opening bidding, and standing back. Marketing an NFT collection, however, is a bit more complex.

How to market your NFT collection

Whether you are a collector looking to capitalize on your curated NFT collection, or a brand that has created a collection of NFTs as a part of your business plan, here are the essential steps in marketing your NFT collection.

Craft your story

Determine how your NFT collection works together to say something unique. Are you offering sports fans exclusive memorabilia? Are you including NFT memberships as a part of your roadmap?

When it comes to that roadmap, we recommend being as clever as possible. As we’ve explained elsewhere, “brilliant brands find a way to leverage their NFT art sale into a long-term relationship with buyers who keep them coming back. 

Some creators will offer additional assets over time. Some offer incentives if the project launch hits milestones in terms of sales or revenue. The first version turns buyers into loyal customers, and the latter can put them to work helping to sell your NFT.”

The better you can articulate why your audience should want to buy into your collection, the easier it will be to message your marketing campaign. 

Pick your platform

Once you have your message in mind, pick your platform. Here, we mean two distinct things. 

First, pick your NFT platform. Sure, you can dump your collection onto an NFT marketplace and hope your audience can find it. But in doing this, you risk distraction or poor navigation. Perhaps it's better to build your own NFT storefront (don’t worry, we can show you how), where your fans can find your collection, and where they can return again and again.

Secondly, you will want to determine the platforms you wish to advertise on. Some NFT creators have been successful with social media campaigns. Email marketing has been a key factor for others. Some find that hiring an NFT marketing agency is a good idea, and others promote their NFTs themselves. 

As we said, NFT marketing is not an exact science. 

Find your audience

By now you should have some idea about who you are trying to reach. All digital marketers will tell you that you need to find the places where your audience hangs out and reach them there. Whether this is through a dedicated Discord server, through an NFT influencer, or even paid ads, NFT marketing strategies look a lot like any digital marketing strategy.

Launch your campaign

When you have the above sorted, it’s time to market your NFT collection. Tell your audience why they want to buy a piece of your collection and own an NFT project created by your brand, team, or organization. 

If you want to learn more about how to market your NFT collection, or how NFTs work in general, join our NFT Masterclass.