Mar. 2022, Daniel
Getting people interested in your Web3 project or protocol has become increasingly challenging over the past year.
Many once-promising projects have collapsed in the bear market for a variety of reasons. However, those projects that have survived to date have one thing in common: a strong community.
Web3 marketing differs from Web2 in terms of the importance of community building. Naturally, much of the discussion on how to gain an edge in 2023 revolves around this. Yet tactics and data analytics are still part of the game as part of every marketer’s toolbox.
To discuss marketing for Web3, Footprint interviewedKaratDAO CEO of Alison,NextWorld Brand ambassador Liudmyla,TheVioletVerse Melissa and co-founder of Web3 Academy DAOJuanzie。
What to do when no one trusts your project
One of the biggest challenges for future Web3 marketing is to regain trust after experiencing the continuous wave of closures and projects running away in 2022. How to do it?
"One of the biggest things you can do is be more transparent,"Juanzie said. According to him, every project should be open, accountable, and should constantly educate users."That way, you can separate legitimate projects from those with bad actors. These are the most important things we need to work on in 2023 - education, transparency and accountability."
you should put"Community"put on"marketing"before?
While the growth of Web2 businesses is often led by marketing or product first, it stands to reason that blockchain projects need to focus on their community first.
Melissa says:"Community and product go hand in hand. She cites KaratDAO as a particularly apt example because the project is a product for creators while reaching out to publishers."That means trying to get [community] feedback where necessary, but also applying that feedback. Wherever your community is, dig in at least once a week and quarterly."
Stopping communication with one's own community has often been the wake-up call of the tug of war over the past year, which is why communication has become so important in this space.
"A lot of projects are wrangling because they stopped communicating and went completely silent."
In Web3, the highly dynamic rhythm of communication, combined with the ubiquitous use of Discord and Telegram, rather than one-way channels like email, also allows marketers to have a closer relationship with users than traditional technology companies.
"One of the biggest things is creating a sustainable community that is aligned - we all have the same point of view or perspective and goals,"Juanzie said."When you incentivize your community to be more active on your Discord or whatever your platform is, you want to make sure it's a win-win situation."
How to grow a community of passionate members
While acknowledging the importance of community in Web3 is easy, it is impossible to bring together a group of mostly anonymous strangers with genuine enthusiasm for your blockchain project.
Where does a Web3 marketer start?
For KaratDAO, Allison said, it’s a matter of communicating the product and its value to the world; individuals who are excited about your vision will come.
"As our Discord group and Twitter grow, we find individuals are very, very excited and looking forward to becoming part of the community or helping us grow. she says:"It's amazing how the folks at Web3 came together.
she says:"They don't even care if they get paid when they really like your project. They want to help you."
For NextWorld, attracting a passionate community comes down to communicating the utility of the project, Luidmyla said."Building a strong community is the most important thing, people who really believe in the project speak about utility. Emphasizing practicality is one of the keys to bringing people to the project.
How to create a sense of engagement in your project community?
Content is the cornerstone of engagement in Web3. As long as you create messages and campaigns that resonate with people, they will return and engage with your product.
But what kind of content should you be planning? What should be the goal of this content?
Juanzie offers a five-step marketing plan for engagement from his experience with the Web3 Academy:
Communication: Interact clearly and consistently with your followers and members.
Gamification: Events, giveaways and motivational communication.
Exclusive Benefits: Benefits given to OGs because they've been there for you since the beginning, which also motivates new members.
Community Feedback and Input: Feedback after events and meetings is encouraged. These are the moments you take into account when planning your next thing.
Offline Activities: An Underrated Tactic
In Web3 marketing, there are many online strategies - Airdrops, NFT mints, Twitter Spaces, influencer partnerships, affiliate marketing, etc.
We often think of Web3 marketing in terms of online strategy, forgetting that there is another IRL world. That's what Allison realized after attending several offline events.
"We realize that collaborating with offline events is very important. People you meet offline can literally go talk to you in person; it’s another level of connection in life,"she says.
"We have a lot of online events, but I've realized how important it is to have an offline event so people can see who you are, who's involved with the project -- another level of trust is built."
Use off-chain and Web3 data to make better marketing decisions
While communication and community building are at the heart of marketing right now, projects that use data to make decisions gain an edge in Web3, where data is hard to work with and fragmented.
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"We will definitely look first to see if they hold any tokens in their wallets. It's not a question of how much assets they have,"The Footprint Community is a global, mutually supportive data community where members leverage data visualizations to co-create communicable insights. In the Footprint community, you can get help, establish links, and exchange learning and research about blockchains such as Web 3, Metaverse, GameFi, and DeFi. Many active, diverse, and highly engaged members inspire and support each other through the community, and a worldwide user base is built to contribute data, share insights, and drive the community forward."
This article comes fromFootprint Analyticscommunity contribution.
The Footprint Community is a global, mutually supportive data community where members leverage data visualizations to co-create communicable insights. In the Footprint community, you can get help, establish links, and exchange learning and research about blockchains such as Web 3, Metaverse, GameFi, and DeFi. Many active, diverse, and highly engaged members inspire and support each other through the community, and a worldwide user base is built to contribute data, share insights, and drive the community forward.
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