Crypto marketing strategies are perhaps as varied as the industry itself. There are so many platforms to use, types of content you can leverage, strategies to hook people, and so on. There are also different crypto marketing strategies based on time. Specifically, there are periodic and evergreen strategies.
Most crypto businesses use both at different points in time, but it’s worth exploring when to apply each and how to balance them, so your business uses the right marketing strategies at every point in the cycle.
Periodic vs Evergreen Crypto Marketing Strategies: What Does This Mean?
What exactly are periodic and evergreen crypto marketing strategies? These are essentially strategies that have different levels of relevance based on time.
Periodic Crypto Marketing Strategies
These are marketing strategies that are one-off, tied to a specific period in time or seasonally recurring. By this, we mean strategies that are used to promote a product, service, or event that is only happening once in a business’s lifetime. It can also be a seasonal marketing strategy, such as a Halloween or Christmas promotion. A periodic crypto marketing strategy can be time-specific and/or recurring, as Christmas comes every year, but a business’s 10th anniversary can only happen once.
Pros
This type of marketing offers several pros such as:
FOMO: Because they are sometimes brief and one-off, there is a heavy pressure to participate in them. If a business is holding a sale for its 10th anniversary, customers know they will not get that exact sale or promotion ever again.
High Content Potential: Periodic crypto marketing strategies create great opportunities for developing content that is tied to a period in time. A Halloween crypto marketing strategy can break up the monotony of the timeline, produce a ton of content, and then disappear from feeds for another year.
Cons
At the same time, there are several cons to be aware of:
Short Strategy Window: Because these strategies are tied to specific times of year or events, they have a short window to produce results. A 10th anniversary campaign or Halloween sale has weeks, sometimes days, before it is obsolete.
Evergreen Crypto Marketing Strategies
These refer to the consistent marketing strategies that are applied year-round. These include things like general content marketing, social media ads, product marketing, and so on. These are not tied to any specific event but are very much par for the course. A business that makes crypto wallets, for example, can have an evergreen marketing strategy that shows the features of the wallet on different platforms. These are perhaps less exciting than the periodic ones but nevertheless are important.
Pros
Predictability: While many of these strategies often include creative advertising methods, trying out new platforms, new content strategies, and so on, there is less pressure to create a high-intensity or ultra-engaging campaign compared to the periodic ones.
Longer Window: A typical Halloween campaign has a few short months or even weeks to produce results; these campaigns can run for many months, and there is less pressure to immediately create return on investment.
Cons
Campaign Staleness: Unless there is deliberate action on your team’s part to innovate with them, these campaigns can end up being the same thing over and over again, which can bore the audience.
Increased Spending: While they have a longer window to deliver results, evergreen crypto marketing strategies and campaigns can also see prolonged spending. A predictable month-long campaign essentially means spending money for all of those months, and this is not sustainable for all businesses.
How to Balance Both
Crypto marketing strategies have their place within a business, and most successful crypto enterprises will apply both at different points. The key is to balance them and not have one take up too much of your budget and energy. Here’s how to do it:
Scheduling
The very first thing you’ll want to do is determine your business schedule for each year, quarter, month and so on. Looking at 2027, for example, you might have product launches once a quarter. In that case, you’ll need to have periodic crypto marketing campaigns for those different quarters. Once those are accounted for, you can then determine your evergreen crypto marketing strategies that will essentially run concurrently with them or pause in the meantime.
Budget
Ultimately, how much to dedicate to either type of strategy depends on your crypto business. If you are running an anniversary sale and you expect to bring in a certain amount of revenue, that determines how much of your budget you will dedicate to that periodic crypto marketing strategy.
On the other hand, you’ll have to decide how long you want your evergreen marketing strategies to run for and, so, how much you can spend on it. If you plan to have Meta ads running every single day of 2027, you’ll need not just a yearly budget but a daily budget as well. Setting this well ahead of time will avoid either campaign eating into the other’s funds or running out of money.
Review Results
As we said, most crypto businesses will apply both marketing strategies at different points in time. However, some businesses will benefit from one more than others. In a previous blog post, we touched on FOMO marketing and how certain businesses have built their entire model on limited-edition drops and FOMO marketing. Such businesses do not need to invest as much in evergreen crypto marketing strategies.
On the other hand, a business that does not have limited drops or whose customers don’t care much for seasonal promotions might also not benefit from a lot of periodic crypto marketing strategies. Your best bet is to review the results from each and determine which seems to work best for you. Based on this, you can adjust your budget and overall strategy.
Conclusion
Periodic and evergreen crypto marketing strategies have their place in the market and can benefit businesses immensely. One is not inherently better than the other, as they can run concurrently, take turns in the spotlight, or one might simply work better for one business versus the other.
As we’ve explained, your best bet is to examine your specific business model and whether you choose to run one or both; make sure your time, effort and forms are well distributed. Here at Proleo, we’ve run both periodic and evergreen crypto marketing strategies and would love to bring yours to life. Reach out to us to get started today, and we’ll put your business in the spotlight no matter the time.
