Web3 has high influence influencers who have opened doors for the interest of consumers and businesses in the industry. While this creates an ups and downs that can help raise the profile of all companies in the space, ultimately Web3 brands will have to find a way to stand up and stand on their own two feet.
Traditional marketing methods such as thought leadership, social media outreach and working with media coverage that benefits can all be utilized by Web3 companies, but it is also wise to encourage the unique strengths of the space, including technology and commitment to the community. Below, 14 Cointelegraph Innovation Circle members discuss marketing strategies that Web3 brands can use to increase exposure and build trust among current and prospective users.
Put your company on the top brands today
Create a list of the top brands you trust in the Web3 space. Can your company add the most value? From partnerships to integrations, if you can find a way to attach yourself to a brand that already has an existing community, exposure will find its way back to you over time. – Zachary Dash, Blockzero Labs
Leverage NFTs as a reward
Using nonfungible tokens not as trading items, but as virtual or digital rewards in the evolving metaverse or game environment, along with integrated e-commerce, can help brands transition from Web2 to Web3. Adding a play-to-earn element can also gamify the rewards program and create awareness, engagement, activation and conversion, supporting brand promotion. – David Lucatch, Liquid Avatar Technologies Inc.
Engage in organic PR to capture the attention of journalists
Web3 users have become savvy and skeptical as they are bombarded with ads about the latest crypto products – and rightly so. The surest way to gain trust is through organic PR efforts that lead to journalistic coverage. Being featured and mentioned in reputable news outlets simply verifies your brand’s legitimacy in a way that paid media cannot. – Motti Peer, ReBlonde LTD
Invest in creating informative content
Companies should focus on building and nurturing a community of brand supporters. This can be achieved by investing in content marketing and creating high-quality informative content that educates users about the use cases and benefits of Web3 products or services. Following this strategy can help you establish yourself as a thought leader in the Web3 space. – Vinita Rathi, Systango
Focus your values and vision on your messaging
Be passionate about your project, and focus on value alignment. Your messaging should be laser-focused on showing your vision for the future, what your values are, what you bring to the table and how it all works in perfect harmony. That should be the foundation of your marketing, not a greed-driven “to the moon” message. – Budd Putih, Tacen
Collaborate with the Web2 brand
The best way to increase exposure is to build relationships and collaborate with Web2 brands. The partnership will raise the profile of the Web3 company, increase penetration into the target market and build trust with potential users. Customers who see a brand they like with a Web3 company increase the likelihood of that individual becoming a user. – Anthony Georgiades, Pastel Network
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Publish content behind the scenes
If the audience doesn’t just see “how the sausage is made” but also who makes it and what they believe in, it will remove the cloak and dagger aspect of many projects. It is important for users to feel connected to the team behind the app that they trust. – Ben Knaus, RillaFi
Share your roadmap and goals for the year
Building trust is the most important thing, and I see people looking for authenticity in 2023. Apart from more technical strategies, such as publishing audits, being transparent with your roadmap and year targets can be a useful strategy. This can also help build community, as people will feel like they’re on the same journey as you. – Megan Nyvold, BingX
Invite key prospects to join the conversation
Web3 companies that create meaningful content together with their audience have a greater chance of building trust for their brand. Inviting key prospects to join in on the conversation is a great way to foster a sense of community and uncover opportunities they haven’t taken advantage of. Opening a new dialogue should also lead to stronger goals in your organization! – Matthew LaCrosse, MetaEngine
Target high volume users for additional benefits
Because all crypto activity is public, Web3 companies can target users based on past activity and can even offer additional benefits and discounts to high-volume users. This is only possible in crypto, and is a complete game changer when it comes to marketing. – Moshe Lieberman, Share
Look for community feedback on your social channels
Much of the Web3 brand’s success is due to its ability to develop, nurture and grow its community. We’re not just talking about active Discord, but how the team communicates and listens to the user community across all social channels. Getting active feedback from your community and understanding their needs is key to user retention for all companies in the Web3 space. – Sheraz Ahmed, STORM Partners
Make sure company leaders are active on Twitter and Discord
My recommendation is to develop a strategy where the company’s founders and/or managers are industry leaders and domain experts. The most effective way to accomplish this is to be active on Twitter and Discord. In addition to daily posts, being active means helping and providing value to your target audience on a daily basis. One valuable tweet can bring you hundreds of new followers and potential clients. – Erki Koldits, OÜ PopSpot
Focus on security, UX and technology benefits
Focus on security, as users become more sophisticated with regards to various Web3 solutions (DApps, L1, L2). Remove the security element, and focus on experience and usability without sacrificing decentralization and security. Explain these concepts in everyday terms so that the average person can understand the benefits of using technology beyond just farming profits. – Jagdeep Sidhu, Syscoin Foundation
Consider hosting a private event
Most overlook the power of private events to onboard new users to Web3 brands. Private events are a great marketing tactic to help demonstrate the utility of NFTs and reward users with unique digital items that increase familiarity and trust in the Web3 category. Some projects have been very successful among users through events like Art Basel, South by Southwest and others – it works. – Mark Soares, Blokhaus Inc.
This article is published through the Cointelegraph Innovation Circle, an organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connection, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.
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