Crypto Founders Struggle With Post-Launch Engagement, Experts Advise Tailored GTM Strategies

Crypto founders often face significant challenges when launching their projects, with many falling short in their go-to-market (GTM) strategies. The primary issue lies not in the launch itself, but in the subsequent silence and lack of engagement. Building an MVP, launching a chain, and creating polished content are just the beginning; the real challenge is gaining attention, building trust, and converting that into active users.

Based on extensive experience working with over 100 Web3 brands, common GTM mistakes include launching before achieving product-market fit, overbuilding features without a distribution plan, and failing to create a funnel with follow-through. These errors often result in wasted marketing dollars and ineffective strategies.

To drive growth in 2025, founders need to focus on what actually works. This includes avoiding the temptation to start with PR, as it often results in a lack of narrative and engagement. Instead, founders should focus on creating a relatable story, a clear "why now" moment, and a media plan that fits their current stage rather than their ego. Pre-launch periods should be used for learning and gathering feedback, rather than making noise. Building a community that provides feedback, shares the story, and builds trust is crucial, as a community that doesn't convert is merely a distraction.

Media should be used to show, not shout. A focused campaign with credibility can outperform a bloated ad package. For instance, a crypto recovery platform founder initially considered blasting PR and banners but instead opted for a video interview featuring a client who had successfully recovered millions of dollars. This approach provided emotional, verifiable, and deeply human proof, leading to new clients and better positioning. The context and credibility of the media campaign were more impactful than mere reach.

When a new brand launches a media campaign, it gains a massive trust boost, reaches real crypto users, and benefits from speed and simplicity. Campaigns can go live within 24-48 hours with editorial support and optional translations, making it ideal for lean teams. The key is to diagnose before prescribing, start small, and scale what works. Every brand is different, and the GTM strategy should be tailored to what users respond to, rather than following a fixed playbook.

Success in crypto is not about a single post or press release but about building a system that earns attention, turns it into trust, and converts trust into action. By focusing on these elements, founders can position themselves ahead of 90% of projects in the space. Alex Bondar, Sales Director at Bitcoin.com, has helped over 100 Web3 projects craft high-impact GTM strategies through media, partnerships, and positioning, emphasizing the importance of a tailored and effective approach.