In the past few years, security token offerings (STOs) have become popular for companies to raise money. The key to a successful STO is a well-thought-out marketing plan that is put into action. This plan must reach the right people and build trust in the offering.

security token offerings (STO

What is General Solicitation?

General solicitation is telling the general public about an investment opportunity and getting them interested. In the context of security token offerings (STOs), "general solicitation" means promoting and advertising the STO to a wide range of investors, including accredited and non-accredited investors.

Generally, general solicitation is not allowed in traditional securities offerings because it is considered a high-risk way to raise money. This is because it can be hard to check if a potential investor has the right skills and if there is a higher chance of fraud or other illegal activity.

But with the rise of security tokens and STOs, the regulatory landscape is changing, and many places now allow general solicitation as long as certain requirements are met. These requirements usually include checking to see if potential investors are accredited, giving disclosures and other information, and meeting other regulatory requirements.

Investors usually have to be "accredited," which means they meet certain financial requirements, like having a net worth of more than $1 million or making more than $200,000 a year, to participate in an STO.

By letting general solicitation happen in STOs, regulators hope to give more investors access to investment opportunities while still protecting their interests and ensuring everyone follows the rules.

Here is a step-by-step guide to STO marketing strategies for every stage of a security token launch:

Initial Stage: Planning and Preparation

1. Identify your target audience: Before you start an STO, you need to know who you want to reach. This will help you figure out the best ways to get them through marketing and create a message that speaks to them.

2. Define your goals: Set clear goals for how much money you want to raise and how you want to use the STO. This will help you plan for your STO and determine how much you need to spend on marketing.

3. Build a strong team: Put together a group of experts who can help you with the legal, financial, and marketing aspects of launching an STO.

4. Make a whitepaper: A whitepaper is a very important document that gives a full overview of your STO. It should include information about your company, the problem you're trying to solve, the solution you're offering, and how tokens work.

5. Make a website: Your website is a key part of your marketing plan and will be the main way potential investors learn about your business. Make sure it is easy to use, looks good, and gives clear and complete information about your STO.

Launch Stage: Promotion and Awareness Building

1. Social media: Use Twitter, LinkedIn, and Telegram to spread the word about your STO and get people interested. To build trust and credibility, share updates, educational content, and success stories. Talk to the people who follow you and answer any questions they may have.

2. Influencer marketing: Work with influential people in the crypto and investment communities to get more people interested in your STO. Influencer marketing can be a cheap way to reach a specific audience and give your product or service more credibility.

3. Content marketing: Make educational and informative content that tells your target audience about the benefits of your STO and gives them something of value. This can be done with blog posts, videos, infographics, and whitepapers.

4. Referral marketing: Offer rewards for successful referrals to existing investors to get them to recommend new investors. This can help you find more investors and inform more people about your STO.

5. Paid Advertising: If you want to reach a specific audience, use paid to advertise. This can include targeted social media ads, popular websites, and Google Ads.

Paid Advertising

6. Event marketing: Host events and conferences in your industry to meet potential investors and build your brand. Use these events to teach people about your STO and answer any questions they might have.

Post-STO: Post-Offering Engagement and Maintenance

1. Community Building: It's essential to build a strong community of supporters after the STO. Make a dedicated Telegram group or hold regular webinars to stay in touch with the community and let them know how things are going.

2. Investor Relations: Keep good relationships with your investors by keeping them up to date on how your token and your company are doing. Respond to investors' questions and concerns and ensure they feel valued and informed.

3. Compliance: Make sure you keep up with all the rules and best practices that apply. This will help keep your investors' trust and ensure that your STO remains successful.

4. Token Liquidity: Keep your token's value high by putting it on popular exchanges and giving people a place to trade it. This will help make your token more valuable and attract more investors.


The success of a security token offering (STO) depends on a well-executed marketing strategy that starts with planning and goes through engagement after the STO. By using a mix of social media, influencer marketing, content marketing, referral marketing, paid advertising, and event marketing.