Blockchain startups are all the rage the right now. Why? Because blockchain has a lot of untapped potential.

Blockchain is the technology that fuels the cryptocurrency Bitcoin, and many companies are using it to create startups of their own. In simple terms, blockchain is a certified, safe transaction between two parties. In the case of Bitcoin, blockchain technology records and validates a financial transaction between two people.

While its main use is for financial transactions, blockchain has many possibilities. It can certify the exchange of stocks, validate identities, secure title deeds and protect the security of ballots cast online. Because of its potential, investments are pouring into blockchain startups. It’s predicted that the blockchain market will be worth $885 million by next year, according toStatista.

If you’re one of the many professionals assembling a company that is fueled by blockchain technology, you’ll have a lot competition. To get the word out, here are six marketing tips:

1. Define your content strategy upfront.

You’ll need more than a solid business plan and website to market your blockchain startup. You need content that explains what your company does, what your value proposition is and how blockchain technology helps customers.

Consider creating in-depth whitepapers, an inbound marketing funnel via blog posts, etc., to provide this detailed information. Gate some of your content so that consumers who are interested have to provide their contact information in exchange for the content. Use the information gathered in your lead nurturing strategy. Keep a good chunk of content ungated so prospects can search for you and move through the funnel quickly.

2. Use influencer marketing.

One of the best ways to market your blockchain organically is through influencer marketing. Consider partnering with a social media influencer to promote your company.

This influencer doesn’t have to be a big-name celebrity, just someone with clout in the blockchain or cryptocurrency world who can lend credibility to your company and generate buzz. Create content together, such as videos, and have the influencer share it on their social channels.

3. Offer thought leadership through guest posts.

Blockchain technology is still in its infant stages, so people are craving information on the subject. Many people don’t know how it works or why they should care about it. The founders of blockchain startups can fill this void with blog posts and guides.

In addition to writing these pieces for your own blog, reach out to other industry sites like The Next Web, TechCrunch and The Verge and offer to write original guest posts for them. You’ll not only get publicity, but you might also snag the attention of a media outlet that is desperate to find experts to discuss the topic right now.

4. Build a community of followers.

Go beyond collecting followers on Facebook and work to build a community of followers who are invested in your startup. Many blockchain enthusiasts are using a messaging app, Telegram, to share news and stay in the know. While a lot of the chatter focuses on cryptocurrencies, it’s a good place for any blockchain startup to discuss their company and start building relationships with people in this niche.

5. Leverage real-time analytics and user engagement platforms.

To successfully market your blockchain startup, you’ll use a variety of tactics and tools, one of which should be an analytics and engagement tool. This can help you understand what kind of website traffic you’re driving to your site and give you a platform to communicate with the community of followers you’ve built.

6. Keep people informed.

The main focus for many startups is searching for and securing investments. While this is important for blockchain startups, too, it’s equally as important to update your audience on the progress you’re making.

Blockchain technology is fairly new and evolving, which can cause jitters among investors and questions among followers. Avoid this by writing a blog post once a month on what’s new or host a chat via Facebook Live so people can engage with the company and understand its progress.

If you’re part of a blockchain startup, you’re on the cutting edge of technology. It’s an exciting place to be, but it will require strong marketing efforts to promote your company and leverage its potential to both the public and investors.