Digital Marketing Bitshares Blockchain

Digital Marketing Pilot BitShares www.teamnijhuis.com Page 1 of 14
Worker proposal Digital Marketing Pilot
BitShares
30 October 2018

In a world of never ending communication, millions of decisions are made, day after
day. No journey is the same. It’s never a straight line. Every step is different. No view
is similar. A journey is a line that never stops. To reach them, we have to give them
attention. Attention to make them see, think, care and do. Anything that gets
attention, grows. The daily flow of information is getting more and more. Many
organizations today fail to keep up and are unable to transform what’s necessary for
the time that’s coming. As a team we understand the digital transformation of today,
and we know what will be successful tomorrow. Let us take you on a journey to let
you grow.
We exist to let your business grow.

Table of contents
Management Summary......................................................................................................................... 4
Creating the website and social media channels .................................................................................. 6
What is inbound marketing?................................................................................................................. 7
Inbound Marketing for BitShares.......................................................................................................... 8
Realisation of the inbound marketing strategy..................................................................................... 9
Step 1: Brainstorm for keyword analysis ...................................................................................... 9
Step 2: Performing Keyword Analysis......................................................................................... 10
Step 3: Defining content offer and content items...................................................................... 11
Step 4: Defining marketing automation flows............................................................................ 12
Step 5: Realization of the content calendar and content ........................................................... 12
Step 6: Realization of Call to actions, Landing pages and blogs.................................................. 13
Step 7: Performing promotion of content.................................................................................. 14

Management Summary
Who is Team Nijhuis
As a digital marketing agency Team Nijhuis is business partner of companies who want to grow. Growth is
always a positive result: more profit, revenue or efficiency, but also to maintain a market. The agency is
established in 1973 and combines 40 years of experience in strategic marketing and communication with the
latest knowledge about digital marketing.
Thanks to the growth realized by Team Nijhuis for other companies, the agency itself has grown greatly over
the past years. This resulted in a few prestigious awards in the Netherlands as one of the fastest growing
marketing offices in the Netherlands. In the meantime, 38 digital marketing experts are working at Team
Nijhuis for over 150 national and international clients in different branches.
Team Nijhuis is working as a Premium Partner for Google. Next to a business partner for companies Team
Nijhuis is a knowledge partner in the field of digital marketing. The agency regularly organizes guest lectures on
the Saxion University of Applied Sciences and the University of Twente. Besides, they help thinking about the
content of the education.
Team Nijhuis at Bitfest 2018
We attended Bitfest 2018 in Amsterdam. We gave a
short pitch about the things we could achieve for
BitShares and its Blockchain by collaborating.
Click here to watch the full presentation at Bitfest
2018
Why collaborate with us:
• Agency for digital marketing founded in 1973
• 150+ customers with a satisfaction rate of 9.2
• Google Premier Partner -> benefit of using new Google products for clients before global roll-out.
• ‘Google Succes Story 2013’ & ‘Top 150 EMEA agency in 2016’
• Second place in the FONK Top 50 top digital marketing agencies of the Netherlands in 2017
• 4 times winner of the Deloitte Technology Fast 50 award
• Knowledge partner of the University Twente & Saxion University of Applied Sciences

Goals of our collaboration
• Grown brand awareness of BitShares and its blockchain.
• Grown online visibility of BitShares in search engines like Google, in Social Media and on news
websites and generally known blogs.
• Increased number of BitShares accounts registered by the effort of digital marketing.
• Increased value of BTS.
• Increased market capital.
Deliverables
Current situation:
• At this moment there is not a website to direct traffic to.
• Nor are there Social Media accounts.
Our solutions:
• Creating a BitShares official website and social media accounts (Page 6).
• Creating an Inbound Marketing Strategy (Page 7 to 13).
• Performing the created inbound marketing strategy to achieve our goals (Page 14).
o Developing new content in collaboration with BitShares Blockchain Foundation
o Spreading content through Social Media, SEO activities, External posting on blogs and news
websites, for example Cointelegraph, CCN and coindesk.
BitShares Blockchain Foundation will be our sparring partner for creating and checking content. They have the
knowledge about BitShares Blockchain and we about Digital Marketing.
Reporting
All activities will be reported monthly by a post on steemit.
Duration
2019/01/01 – 2019/12/31 (12 months)
Budget
Estimated 100.000 €/bitEUR
Purpose Rate (bitEUR)
Management Fee Team Nijhuis €1500/mth (18.000 in total)
Management Fee BitShares Blockchain Foundation for consulting/sparring €1500/mth (18.000 in total)
Performing the created inbound marketing strategy €1500/mth (18.000 in total)
Media budget €46.000
Initial cost of €30.000 for developing & maintaining the website, creating social media accounts and
developing the inbound marketing strategy will not be part of the estimated budget. These cost will be paid
from the fees generated from BTS account creation and activity as an outcome of the performance of the
inbound marketing activities.
The initial activities will start once €30.000 of the budget is funded.
Team Nijhuis
Digital Marketing Experts

Creating the website and social media channels
At this moment an official website for BitShares does not exist. Nor does it have
official social media channels. For performing the inbound marketing strategy a
website an social media channels are necessary.
Creating an official website for BitShares
Based on the existing BitShares corporate identity we will create a new WordPress based website. We will
create the website with the following steps:
- Creating wireframes for all unique templates in desktop and mobile version.
- Create the web design for all individual templates for the desktop and mobile version.
- Technical development of the website in WordPress.
The domain and name of the new website needs to be determined. The website will be in English language.
We expect to develop the following 6 unique templates:
- Home page
- About us page
- Blog listing page
- Blog post page
- Basic text page
- Contact page
Maintaining the website
For the maintenance, security updates and hosting and we will charge a small fee.
Hosting can also be arranged elsewhere if preferred.
The maintenance of the website content is part of the activities within the inbound marketing strategy.
Setting-up Social media channels
For BitShares we advise setting-up the following social media channels:
- LinkedIn
- Facebook
- Twitter
- YouTube
For all channels we will set it up including:
- Profile picture
- Profile information
- Page cover picture
- First posts
Creating and sharing new posts + building the community are part of the inbound marketing strategy.

What is inbound marketing?
Inbound marketing helps organizations to create awareness among target audience
that is already looking for the solution you provide.
In short:
• The right information
• For the right person
• At the right time
The customer journey
With inbound marketing we nurture potential clients through the
different phases of the customer journey. With nurturing we mean
warming up potential clients until they are ready to perform the
action you want them to: convert.
Different phases in the customer journey
During the awareness stage
of the Customer Journey,
prospective customers are
merely experiencing the
symptoms of a problem and
trying to put a name to it.
They don't yet know who
you are, or even that you
exist. They're shuffling
around online trying to
figure out their problem to
get closer to a solution.
When they move into the
consideration stage, these
same prospective
customers have named
their problem and are
starting to research
potential solutions. This is
where the buyers will really
dive into the research
process to compare and
contrast the most effective
approaches and methods
that can solve their problem
Finally, in the decision
stage, the prospects are
vetting specific approaches
to the problem (i.e.
companies, products) in the
hopes of landing on the
most appealing option. In
this stage, you are pitted
directly against your
competitors, so you'll have
a leg up on them if you've
already successfully
marketed to the buyers
during the early stages.

Inbound Marketing for BitShares
With Inbound marketing we want to create awareness among the target audience of
BitShares. We will focus on new possible BitShares users. This can be people who are
completely unaware of the existence of BitShares but are searching for Blockchain
and cryptocurrency possibilities. This could also be people interested in the BitShares
Blockchain and searching for official information before creating an account.
We want to turn this awareness in consideration for the use of BitShares and
eventually make them decide to create an account.
There are four different stages in the customer journey where we are mapping our activities on.
For this Pilot we want to focus on the first three stages:
Attract
By performing keyword research and creating content we want to attract new potential BitShares users. The
created content will be distributed in search engines like Google and also by promotion in social media.
Convert
Once attracted we want to convert website visitors into leads. The best outcome would be if people register
for an account right away. But most of the visitors won’t be ready to create an account yet. Therefore we want
to give them a content offer, for example an e-book: “how to start trading cryptocurrencies”. In exchange for
this free content offer we request their email address.
Close
After sending the content offer by email we will send several follow-up emails with relevant content to nurture
the lead into converting: register for a BitShares account.
The best off all of the above is that we can automate the whole process by using marketing automation. We
will need to create the content and set-up the campaigns but sending follow-up emails and nurturing leads
into conversion will be automated.

Realisation of the inbound marketing strategy
Step 1: Brainstorm for keyword analysis
• What: Brainstorm session with BitShares
• Why: To better understand the solutions of BitShares and determine why people would be
searching for this solutions. And most important what keyword would they likely use to find a
solution for their questions.
• How: Brainstorm session with a few people from BitShares Foundation on location in
Deventer. For this session we will use our Brainstorm model to make sure every question is
answered that we need for the keyword analysis.
• Who: Team Nijhuis and BitShares
A part of our brainstorm model which we will use during the brainstorm session.

Step 2: Performing Keyword Analysis
• What: Performing keyword research to online search activity to BitShares and
cryptocurrencies.
• Why: To define potential subjects for creating content and a content-offer that the target
audience is demanding for.
• How: Desk research
• Who: Team Nijhuis
Some potential relevant keywords for BitShares
Keyword
Average global monthly
search volume
Potential monthly
website traffic*
Cryptocurrency to invest in 40,500 3815
Bitcoin alternatives 12,100 1139
Distributed ledger technology 8,100 763
Block time 8,100 763
Decentralized exchange 6,600 621
Blockchain ledger 2,900 273
Block reward 1,000 94
Distributed ledger vs blockchain 390 37
Smart coins wallet 260 25
What is block time 170 16
Cryptocurrency with most transactions per second 70 7
Total 80,190 7,554
*Potential website traffic is based on a top 3 ranked position in Google’s search engine.
Based on the numbers above, if we generate a 0,5% conversion rate among website visitors. We have a
potential of 38 new registered accounts a month (based only on the given keywords above).

Step 3: Defining content offer and content items
Once we know on which keywords have the highest demand and highest potential. We need to define which
content offer and which content items we are going to create.
“A content offer is a closed piece of content which a website visitor can only reach by exchange of piece of
information, for example an email address. Examples of content offers are: eBooks, Manuals, How-to guides,
Research reports, Demo-video’s and checklists.”
The divined content offer we will give to the website visitor in exchange for their email address.
Now we can nurture the lead into converting.
To make website visitor download the content offer we need to create content-items like blogs so we can
reach the target audience. These content items function as fish hooks to lead the audience to the content
offer. The content items are created based on the keywords from the keyword analysis.
Target audience on the web  reads blog  downloads content offer in exchange for an email address 
Nurture lead into conversion with marketing automation.
Schematic the way blogs function in inbound marketing is as following:
Content
offer
Blog
Blog
Blog
Blog
BlogBlog
Blog
Blog

Step 4: Defining marketing automation flows
When the content offer and content items are divined. We need to determine the marketing automation
flows.
• How many emails are send?
• What is the content of every email we are sending?
• Which goal has every email that we are sending?
• When are these emails send? Based on a time or a
trigger?
The goal of marketing automation is to nurture leads into
account registrations. The best thing about marketing
automation is that once it is set-up it will run automatically.
When people request the content offer it, and it’s follow-up
actions, are performed automatically.
Of course periodically we need to analyze the marketing
automation flows if they are performing well and possible
changes are needed to be made.
Step 5: Realization of the content calendar and content
All the steps in the process are now determined. Now it is time to start creating the content and the content
offer.
Realization of the content calendar: When will which part of content be created, based on what keywords,
what is the goal of this content part and last but not least: how and where will this part of content be
promoted.
Next all the content will be created based on the
content calendar’s deadlines.

Step 6: Realization of Call to actions, Landing pages and blogs
To make website visitors download the content offer we need to make use of call to actions. This call to action
will lead the visitor to a specific landing page which contains a contact form to download the content offer.
This is the starting point of the marketing automation flow.
Example of a call to action Example of a form on a landing page

Step 7: Performing promotion of content
The whole strategy is set-up and our marketing automation machine is ready to generate leads and convert
them into account registrations. But to generate content offer downloads we need website visitors.
To increase the number of visitors we want to perform the following activities:
Perform SEO activities
To make sure that our created content items rank on high positions in search engines on the relevant
keywords we need to perform continues SEO activities. These activities involve:
• Offpage domain authority and webpage authority optimization.
• Onpage content optimization.
• Onsite page speed optimization.
Perform social media advertising activities
Spreading content with the use of search engines is one. But to reach full potential we need to publish content
on Social Media channels like Facebook, Twitter and LinkedIn by organic and promotional posting.
Creation of new content
Once the first set of content articles is published we need to keep building and spreading content to increase
the number of website visitors and account registrations.

Digital Marketing Bitshares Blockchain

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