Organic Outreach

To build an organic funnel to acquire customers through marketing and content.

Who are the customers?

The customers are institutional investors of digital assets.

What is their need?

To find – quick, easy, accurate, and deep information to make their decision.

What is their end outcome?

To receive actionable information to achieve their goal.

What is their goal?

To earn a profit

To protect their portfolio

To earn a sustainable yield

What are they consuming?

News – Coindesk, Bloomberg, WSJ, FT, Blockworks, etc.

Analysis – Bloomberg Terminal, TheBlockResearch, Messari, CoinMetrics

Commentary – BlackRock, JPMorgan, Wells Fargo Advisors, World Gold Council, etc.

What is their distribution source?

Organic search

Direct website

Direct to email

LinkedIn

Twitter

Offline conferences

Customer Personas

What do these users value?

These users value money over anything else. They ultimately want to consume content and data to make – actionable investment decisions either for their own portfolio or their clients’ portfolios.

Channel Selection

Social Media Content

Twitter

What account(s)?

PYOR’s main Twitter account

What is the goal?

To create a distribution network for our data.

Who are our target customers?

Crypto analysts

Crypto protocols

Crypto degens

When do we want to start?

Immediately

What kind of content are we creating?

✅ News in data – taking everyday news and giving a data angle to it

✅ Chart in view – taking charts from the platform, giving it context and a story

✅ Protocol breakdown – breaking down a single protocol using charts and data

✅ Metric breakdown – breaking down our unique metric definitions and formula

⏳ Protocol spaces – weekly Twitter Spaces sessions with partner companies

LinkedIn

What account(s)?

PYOR’s main LinkedIn account

Founder – Krishna’s LinkedIn account

Operator’s – Aakash, Manvendra, and Kavya

What is the goal?

To create authority for our data.

Who are our target customers?

Crypto analysts

Crypto fund managers

TradFi fund managers

When do we want to start?

Immediately

What kind of content are we creating?

Company:

✅ Metric breakdown – breaking down our unique metric definitions and formula

Founder:

✅ News in data – taking everyday news and giving a data angle to it

Operator:

✅ Chart in view – taking charts from the platform, giving it context and a story

✅ Protocol breakdown – breaking down a single protocol using charts and data

YouTube

What account(s)?

PYOR’s main YouTube account

What is the goal?

To create a visual distribution network for our data.

Who are our target customers?

Crypto analysts

TradFi fund managers

When do we want to start?

November [when Aishwarya is onboarded]

What kind of content are we covering?

Long form:

Protocol specific

Feature specific

Niche specific

Short form

News specific

Protocol breakdowns

Organic Content

Sponsored keyword search is not a good way to acquire institutional users as this is – directly marketing to them through sponsored content. Instead, we can acquire them by informing them first [building credibility and authority] before asking the sales question.

PR Outreach

We can maintain a contact list of journalists in the Indian fintech and global crypto space and feed them interesting data sets recurringly.