Understanding Web3 Marketing Strategy 

Before delving into the specific marketing strategies, it's crucial to grasp the concept of a web3 marketing strategy. In simple terms, web3 marketing strategies are organized steps designed to effectively communicate web3 products/services to a targeted audience. Considering that web3 technology may be unfamiliar to many potential users, marketing teams play a vital role in providing a seamless onboarding experience. This, in turn, enhances sales and return on investment (ROI) for the brand. 

Marketing is essential for all business models, including web3. Idea of importance of marketing in any business is supported by many famous marketers and influencers from high-tech space like Gary Vaynerchuk, Noah Kagan, Guy Kawasaki or Tim Ferriss, to name a few. 

1. Research Your Target Audience 

Once you have a clear understanding of your brand, it's crucial to research and identify your target audience. Avoid the common pitfall of trying to target everyone, as this often results in ineffective marketing efforts. Instead, focus on finding your audience where they already congregate online. 

Engage with social media comments, explore Quora and Reddit questions, and interact with customers through your support channels of any kind. By conducting thorough research, you can uncover your audience's pain points and identify how your brand can solve their problems. Additionally, you'll gain insights into their preferred language and communication channels. Remember, assumptions can hinder your marketing efforts, so invest the time and effort to discover your target audience before implementing any marketing strategy. 

2. Simplify the Web3 Experience 

While Web3 introduces a revolutionary paradigm shift, it's important to remember that not all users are well-versed in blockchain technology or crypto jargon. To broaden your reach and maximize adoption, simplify the user experience by avoiding complex terminology and focusing on familiar concepts. 

For instance, when marketing Web3 project, explain its value proposition in clear and accessible language, highlighting the benefits users can derive without overwhelming them with technical details. By bridging the knowledge gap and making Web3 more approachable, you can attract a broader audience and expedite adoption. 

Transparency is key to building trust in Web3. By providing behind-the-scenes content, brands can demystify their projects and allow users to feel connected to the teams behind them. Sharing insights into the development process, showcasing the people involved, and sharing their beliefs and values humanizes the Web3 brand. Users feel a stronger sense of trust and connection when they understand the teams and the motivations behind the applications. 

3. Don’t forget about Web2 and it’s importance 

To increase exposure, Web3 brands should seek partnerships and collaborations with Web2 brands. Such collaborations not only elevate the profile of Web3 companies but also enable them to penetrate the target market and build trust with prospective users. When users see their favourite brands working with Web3 companies, it increases the likelihood of them becoming users themselves, amplifying the brand's exposure and credibility.  As recent good example of a such collaboration can be found between Gucci and Yuga Labs who partnered together to bring famous recognized luxury-brand to metaverse and NFT-space.

4. Harness On-Chain Data for Personalized Marketing  

On-chain data analytics empowers marketers to gain deep insights into their target audience. By analyzing on-chain data, marketers can understand user behaviors, preferences, and purchasing patterns with precision. This data allows for highly targeted marketing strategies, personalized messaging, and the creation of tailored experiences that resonate with individual users. With on-chain data, marketers can uncover valuable demographic information, understand user motivations, and refine their campaigns accordingly. Marketing professionals need realize that, instead of relying only on gut feeling, so much more can be done by utilizing data and ingesting facts from it.  

In nutshell, data plays a pivotal role in Web3 marketing, eliminating the reliance on costly intermediaries and data brokers. Marketing professionals can leverage on-chain data directly from the blockchain using cheap and accessible tools such as Dune Analytics to create dashboards and understand quickly users behaviours.  
 

5. Build Web3-compatible reward system 

Non-fungible tokens can be utilized beyond trading items. Brands can leverage NFTs as virtual or digital rewards within emerging metaverses or gaming environments. By integrating e-commerce and incorporating play-to-earn elements, brands can gamify their rewards programs, creating engagement, awareness, and activation. This approach not only promotes the brand but also showcases the potential use cases of NFTs in Web3. Again, there’s no one-size-fits-all method. Instead, Web3 marketing professionals have to come up with best suiting approach which resonates with mission and vision of Web3 company and brand they are working in. 

6. Build in Public, Share Roadmap and Goals 

Building in public has been trending topic for many years now. As a process, it requires authenticity and transparency. Alongside technical strategies such as publishing audits, it requires sharing your company's roadmap and next goals. Communication and building the trust takes time but it’s been one of the most recognized Web3 marketing strategy which has its’ compounding effects. This can be done by utilizing various social media channels, such as Lens Protocol, Twitter, Discord channels or Reddit. However, it’s not about which platform marketing team will choose. Rather, it’s about openly communicating plans and progress, creating a sense of inclusivity and making users feel like they are part of your journey. This fosters trust and strengthens your community. Need for real human interaction has not disappeared anywhere and neither won’t in the future. 

Wrap up 

There you have it. Six different battle-tested strategies which can be used as a basis for successful modern marketing approach in Web3 space. Having ability and knowledge how to implement these aforemetioned growth marketing strategies will make any marketing specialist desirable for any Web3 company.  

Above all, we at Marketer3 want to emphasize the most important factor and lesson that can be taken from every strategy-apprach described here which is human-to-human interaction. Also, marketers should be aware of having command over their followerbase of companies and brand on various platforms closed platforms such as Twitter, who basically owns subscribers information. In this case recognized serial enterpreneur Arvid Kahl suggests to diversify platform usage and back up subscribers information at every points. 

At its core, Web3 marketing is kind of “going back to the roots”-paradigm. It’s about building meaningful relationships, communities and brands that care about their consumers. Something that we have slowly forgotten during last 15 to 20 years of Web2 era. 

Help us supporting the Web3 marketing ecosystem growth

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Want to work in Web3/Blockchain marketing world? Check out our latest curated job opportunities from top Web3 companies here 🚀

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That’s it for this time, 

Jan 🫡