Security Token Offering (STO) Marketing Strategy Guide

Last Updated: January 9, 2023

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Access corporate finance’s newest frontier, by understanding marketing for security token offerings (STOs)

Security Token Offerings are a type of fundraising mechanism that uses blockchain technology and digital securities to raise capital for a company or project.

STOs are similar to Initial Coin Offerings (ICOs), but unlike ICOs, which offer utility tokens that do not have any inherent value according to regulatory bodies, STOs offer security tokens that represent ownership in a company or asset. 

STOs are subject to securities regulations in various jurisdictions around the world and must be registered with the appropriate regulatory authorities, including the Securities and Exchange Commission (SEC) in the United States.

Benefits of STOs

One of the main benefits of STOs compared to a traditional private stock offering, is that they provide a more transparent and secure way to raise capital. Because STOs use blockchain technology, all transactions are recorded on a public ledger, which makes it easier to track and verify the movement of funds and holders of the security.

In addition, because STOs are subject to securities regulations, investors have greater protections and legal recourse in the event of fraud or mismanagement.

Web3 Marketing – an Integral Part of an STO Strategy

One of the key components of a successful STO is a strong marketing strategy. In the early days of cryptocurrency, many projects were able to raise significant amounts of capital through ICOs without much marketing effort. However, as the market has become more competitive and regulators have started to clamp down on ICOs, the importance of marketing has increased, especially in the heavily regulated STO space.

Web3 marketing is undeniably the leading method for STOs. Web3 refers to the decentralized and interoperable nature of blockchain technology, and Web3 marketing focuses on promoting decentralized applications (dApps) and other Web3 technologies. 

Moreover, this can involve creating a strong online presence through content, building a community of supporters through platforms such as Discord, and leveraging social media such as Twitter and other online channels to reach a wider audience. 

The Role of NFTs in an STO

Another key element of a successful STO is the use of Non-Fungible Tokens (NFTs). NFTs are unique digital assets that represent ownership of a specific item, such as a piece of art, a virtual real estate asset, or digital stock certificate.

By using NFTs as part of an STO, a company can create a more immersive and engaging experience for investors, as well as providing a way to track and verify ownership of the asset.

Related Content: How to Reach the Right Audience for Your NFT Project 

Process for Launching an STO

So, how can a company fundraise using an SEO and market the offerings? Here are the steps involved:

  1. Determine the type of security token that you will be offering. There are several different types of security tokens, including equity tokens, which represent ownership in a company, and debt tokens, which represent a loan to a company. It’s important to choose the right type of security token for your business and to fully understand the legal implications of each type.
  1. Conduct a thorough legal and regulatory analysis. Because STOs are subject to securities regulations, it’s important to ensure that you are complying with all relevant laws and regulations. This may involve working with legal counsel and registering with the appropriate regulatory authorities.
  1. Develop a strong marketing and communication plan. As mentioned above, marketing is an important component of a successful STO. This may involve creating a website, building a community of supporters, and leveraging social media and other online channels to reach a wider audience. It is important that you work with your legal counsel to develop your marketing plan, as some offerings may only be marketed to accredited investors, and not the general public. 
  1. Choose an STO platform. There are a number of STO platforms available that can help facilitate the fundraising process. These platforms typically offer a range of services, including smart contract creation, investor onboarding, and token issuance. It’s important to carefully research and compare different STO platforms to find one that meets your needs and fits your budget.
  1. Create a smart contract for your STO, or have the platform create it for you. A smart contract is a self-executing contract with the terms of the agreement between buyer and seller being directly written into lines of code, and generally being immutable on blockchain. The smart contract will outline the terms of the STO, including the type of security token being offered, the price of the token, and any restrictions or conditions on the token.

End of the Line – Contact Coinbound

While limited in who you can market to in both an ICO and an STO, STO marketing generally comes with a sophisticated investor stipulation, which while allows you to potentially market the STO to investors in the United States as long as the offering is registered in the United States, moves any marketing you do away from public social media, including Twitter, Discord, or other bastions of Web3 or cryptocurrency communities.

When it comes down to it, STOs are each unique and come with significant legal and marketing hurdles. It’s best to consult with a licensed attorney and experienced Web3 marketing companies (such as us here at Coinbound) specializing in both securities law, and cryptocurrency in order to design a marketing plan and offering for your project.

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