Web3 Marketing Handbook: How to Disruptive Products to Mainstream Market

Web3 Marketing Handbook: How to Market Innovative Products to the Masses

Explore different marketing strategies, marketing models, and case studies that can be used to increase growth for Web3 brands.

Written by: Arcane Labs

1. Introduction1.1 How to use the handbook?

In this guide, you will learn how to increase brand awareness, attract new users, and drive growth. From establishing basic processes to engaging with the community, you will learn the key marketing strategies and tactics needed to succeed in Web3.

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• Use the “Table of Contents” page to navigate to relevant sections or pages that meet your marketing needs.

• For deeper research, read the marketing models and case studies included throughout the content.

• Please note that this guide builds the most basic tasks, processes, and strategies for each marketing area. More information can be found on the Tools & Resources page.

1.2 What is Web3 Marketing?

Operating and marketing in a market with disruptive technology (such as Web3) means facing many unknown challenges. Founders need to stay focused on their vision, values, and future development plans. Another aspect founders need to pay attention to is marketing. There are now a few resources on the market about web3 marketing, but few provide specific steps on how to promote products. This guide eliminates useless information and provides you with a methodology for marketing and a checklist of vertical marketing areas. This section will briefly introduce why Web3 and blockchain signify a paradigm shift in marketing.

1.3 Common Misunderstandings in the Market

Web3 product marketing typically involves educating users on the advantages of decentralized technology and its use cases. This may involve explaining the differences between traditional centralized systems and decentralized systems, as well as the advantages of decentralized technology in areas such as security, privacy, and transparency.

Unfortunately, popular marketing strategies in the Web3 field are now affecting the user experience. These commonly used methods include:

While the above strategies are a reasonable starting point, they do not necessarily generate long-term benefits. Effective marketing strategies must be based on fundamental concepts and consumer psychology. In addition, as Web3 breaks through, more users are becoming aware of CX marketing in the industry. To make a product stand out from the noise, marketing strategies need to be adjusted accordingly.

Next:

The following sections will explore various marketing strategies that Web3 brands can use to increase growth. Marketing models and case studies are interspersed throughout this guide for further research.

The goal of Web3 marketing is to raise awareness and adoption of decentralized technology. As a Web3 marketer and operator, you need to help users, investors, and partners understand the potential benefits and use cases of the product in their daily lives.

2. Marketing Concept: Ansoff Matrix

The ultimate goal of marketing is to bring growth to the company, especially in the web3 industry, which is pursuing breakthroughs. The Ansoff Matrix is ​​the most frequently mentioned basic concept of marketing growth.

What is the Ansoff Matrix?

The Ansoff Matrix is ​​a tool for analyzing products and markets that can effectively help companies develop growth strategies. The Ansoff Matrix can be used to explore the risks and returns of different growth strategies.

How to use the Ansoff Matrix?

There are two marketing strategies for implementing growth in the Ansoff Matrix: adjusting products or adjusting markets. Depending on the conditions of the market and the product itself, the growth strategy falls into four quadrants: market penetration, product development, market development, or product differentiation.

Ansoff Matrix

How to apply the model to Web3?

If you want to apply the Ansoff Matrix to Web3, you need to first clarify the company’s current products and their characteristics.

Next, identify potential growth opportunities through the matrix. Here are some basic growth strategies based on the matrix:

Assess the potential risks and returns of each growth strategy, as well as the company’s own resources. Evaluate all factors to determine the best marketing strategy for the company and market conditions.

3. Brand Building3.1 Web3 Branding Strategy Guidelines

Establishing a Web3 brand is not just about creating a logo and brand manual. This is different from advertising. In the early stages of the product, the company does not need a complete brand manual. Brand building begins with the story behind the founder’s goals and business ideas, and should include how the brand adds value to users, markets, and even the world.

The process of building a brand for a Web3 project is similar to the steps involved in building a brand for other types of companies.

The following are some commonly used frameworks:

How is brand building different from marketing?

Although brands and marketing are interrelated, they are separate concepts. In today’s highly competitive and oversaturated Web3 market, businesses, products, or services need to differentiate themselves to gain an advantage. This requires a strong brand and marketing.

3.2 5 Secrets to Building a Web3 Brand

1. Create customer profiles for target users

Establish a comprehensive database of user groups for future needs, and also help ensure that the marketing team maintains a unified brand voice and image.

2. Encourage the founding team to build personal brands

Over 58% of companies increase their visibility through their founding team. As a marketer, using the founding team’s private traffic to market products is low-cost and efficient. If resources allow, hire a copywriter for the team to build communities through social media. Prior to discussing products, allowing the founding team to become industry leaders can help promote the product and expose the company’s image.

3. Encourage Community UGC Creation

Identify the most active members of the community and incentivize them to create user-generated content such as video tutorials, product guides, and recommended reviews.

4. Create and Regularly Update Product Documentation

Documentation (Docsend, Gitbook) is the first step for new users to learn about the product. Providing concise and clear guidelines for community developers helps them use and develop the product, especially open-source projects.

5. Create a Community-Specific Communication Channel

Create dedicated channels or servers (such as Twitter communities, Discord channels) to provide a gathering space, encourage questions, and build deeper relationships with community members. Further planning can be done for community chats with core contributors and users to explore potential marketing activities and ambassador programs.

4. Case Study: Liquid Death

What is Liquid Death?

• “Hardcore” drinking water brand with the aim of avoiding single-use plastic and promoting drinking water

• Has a clear brand and positioning, as well as targeted marketing strategies. Liquid Death does not talk about the “natural”, “pure”, and “taste” aspects of drinking water brands that are often mentioned, but instead evokes darker and more avant-garde themes – murder of plastic, thirst, and death.

• Successfully operates a Web3 loyalty program called “Country Club” – thousands of fans “sell their souls” in advance for limited edition merchandise and private event privileges

• Through its brand image, it has gained a large following in web3

WEB3 Strategy

• Settled in the web3 e-commerce platform, Novel

• Release a new NFT series (Murder Head Death Club MHDC) on the Novel platform

• Some items are only available for purchase by NFT holders

• Holders can enjoy exclusive discounts, opportunities to meet celebrities, offline VIP events, etc.

• Build a Web3 community through various activities, such as holders can DJ on Liquid Death’s radio station, screen horror movies on Discord, hold poker nights, etc.

• Long-term welfare plans for NFT holders, such as opportunities to meet with the CEO and obtain peripheral rights.

Achievements

• MHDC released 6666 unique NFTs

• Each NFT is a decapitated head of a dead thirsty person created by the renowned artist Will Carsola

• The MHDC series sold out within three hours of its release

• The initial offer price was 0.0666 ETH, and the sale of MHDC generated approximately 445 ETH for Liquid Death

Highlights

• Consistent brand image and mission from Web2 to Web3

• Upholding sustainable development as a brand value (e.g., donating 10% of MHDC revenue to charity and offsetting 110% of initial minting carbon emissions)

• The MHDC series embodies the values and image of Liquid Death

• Actively organizing community-building and offline events to maintain community cohesion

5. Digital Marketing 5.1 The Core of Digital Marketing

As a Web3 enterprise, you need to engage and communicate with potential customers effectively as the proportion of their time spent online keeps increasing. This is where digital marketing comes into play. By using web channels and technologies, Web3 projects can create engaging and personalized experiences, thereby increasing sales and customer loyalty.

Digital marketing has eight main components. This guide filters out market noise and focuses on marketing methods that are relevant to blockchain projects.

5.2 The Key to Search Engine Optimization

A strong Web3 search engine optimization (SEO) strategy is the best way to increase brand awareness, whether it’s for NFTs, DeFi DApps, or stablecoins. SEO can also help you establish authority in the industry and build trust between the Web3 community and your project.

There are three basic categories of SEO strategies, as shown below.

5.3 Advertising in the Metaverse

Advertising in the metaverse involves creating and placing ads in virtual worlds or online game environments. Forms of advertising can be diverse, such as virtual billboards, product placements in virtual environments, or as sponsors of metaverse events and game props.

One of the main advantages of advertising in the metaverse is its ability to target specific user groups and track interaction data in real-time. Advertisers can optimize their campaigns through this data.

Advertisers need to be aware of the tone of the virtual world and make sure that their ads are context-appropriate and do not disrupt the user experience.

Advertising in virtual reality is still in its early stages, and VR technology is still evolving.

If the metaverse industry develops into the mainstream, advertising could have huge potential.

5.4 The Ultimate Marketing Strategy for NFTs

Marketing NFT projects involves various strategies to increase brand awareness, generate community interest and buzz, and ultimately drive NFT sales. It is important to note that the cryptocurrency and NFT space is rapidly evolving, and keeping up with the latest trends and success stories is crucial for marketing success.

NFT Token Gating Strategy Tips

NFT token gating involves NFT holders having permission to certain content, access, or benefits. Token gating is achieved by creating digital “gates” using smart contracts, which can be opened or closed based on the permissions of specific NFTs.

NFT token gating allows creators to reward NFT holders with exclusive privileges, which can help increase demand for NFTs and add value to them. This strategy can provide marketing and revenue opportunities for brands and creators.

5.5 Successful Email Marketing

1. Build Your Email List

Add registration or subscription buttons to content pages, social media profiles, and email signatures. Collect email addresses from website visitors, social media followers, and other channels.

2. Segment subscription users

Group the mailing list based on factors such as interests, behavior, and click rates, and create customized content for each group.

3. Captivating email subject

Highlight the subject. The email subject should be clear and witty. Use questions to attract the reader’s attention.

4. Eye-catching preview text

Eye-catching email content previews should convey core information succinctly.

5. Optimize CTAs

Calls to action (CTAs) help attract users to browse the webpage. Consider the content, color, and placement of the button. Use trigger action words to ensure that the text button accurately describes the button’s function.

6. Automate and quantify email advertising

Automate repetitive tasks using marketing tools such as MailChimp and HubSpot. Track key metrics such as open and click rates.

7. Collection of promotional channels

Include links to other social media platform accounts in the email content to effectively increase subscribers to other promotional channels.

6. Marketing concept: The consumer purchasing decision-making process

Selling disruptive products or services such as blockchain applications without understanding potential user needs and preferences can be difficult. The “consumer purchasing decision-making process” helps sellers understand user behavior, including obstacles and driving factors when selecting products. This information can effectively optimize marketing and increase product or service sales.

How to apply this model to web3 applications?

1. Create a demand: Consumers realize that blockchain technology can solve their needs or pain points.

2. Collect information: Consumers search for information about blockchain products, which may solve their problems or meet their needs.

3. Evaluate options: Consumers evaluate different blockchain products discovered during the search process to determine which one best suits their needs.

4. Make a purchase decision: Consumers decide to purchase the selected blockchain product.

5. Post-purchase behavior: After using the product, consumers evaluate their satisfaction with the product and purchase decision.

Consumer purchasing decision-making process

7. Content Marketing7.1 Six Steps of Content Marketing

Whether the goal is to educate users or investors, or to establish credibility and authority, some form of content marketing is required for Web3 projects. High-quality, trustworthy content is one of the keys to building trust with the community.

However, “content marketing” is not just about publishing articles on Medium. “Content marketing” requires creation and publication in accordance with a long-term strategy in order to create real value for the business.

The following six steps can help you develop a “content marketing” strategy towards clear goals.

7.2 Five Content Marketing Strategy Frameworks

Blindly publishing articles cannot effectively increase exposure or increase sales. An effective content marketing strategy can convert high-quality content into traffic and achieve business goals. The content marketing strategy focuses on the promotion channels of the content and the final benefits of the promotion. The following five content marketing strategy frameworks cover the most common performance indicators.

1. Potential Customer Generation

Target Audience

Applicable to large projects that need to establish more touchpoints with potential customers at every stage of the consumer purchase decision-making process

Operation Method

Instead of directly selling products to customers, this framework focuses on every aspect of converting consumers into customers.

1. Create content for each stage of the sales process (awareness, interest, decision, action)

2. Direct paid or natural traffic to content that aims to increase brand awareness (non-compulsory sales)

3. Classify and tag users who browse content based on interests and preferences

4. Recommend the published series of articles to classified user groups, and try to cater to the preferences of each user group

For example, for consumers who have already visited interest-based content, provide content that assists in purchasing decisions, and so on in a cycle.

2. Evergreen Content

Applicable objects

Applicable to projects that want to increase the weight and visibility of their content on search engines.

Mode of operation

This low-cost method focuses on letting natural search automate most of the work, which also means that results require time to settle. The exposure and weight of the website will gradually increase over time, meaning that the published content will slowly rise from 100th place to 3rd place on the search engine.

• Publish evergreen content on blogs or online. Evergreen content is search engine optimized and maintains high relevance to the industry in the long term

• Natural search cannot quickly increase the click-through rate of evergreen content, and domain weight needs to be combined to achieve exposure rate growth. Domain weight improvement can be achieved through link building. For more information on link building strategies, visit the tools and resources page.

• As the content of link building increases, exponential compound growth will begin to appear when more search-optimized evergreen content is published. Ideally, each content should have higher weight in search rankings.

3. Competitive Search Engine Optimization

Applicable objects

Applicable to projects that want to increase the weight and exposure of their website and publish content related to search hotspots for target user groups. For example, SocialFi platform should rank first in the “SocialFi” search.

Mode of operation

This strategy is similar to the evergreen strategy. The only difference is that the output content theme is not “evergreen”, but rather keywords related to the unique competitiveness of the product or business.

4. Community Building

The Community Focus Strategy is intended to enhance revisit rates, promote communication among community members, and create a more active community. By creating content that is suitable for sharing, readers are encouraged to spread the content to a broader target market.The Collection Strategy is suitable for companies with sufficient resources and can meet almost all business objectives. There are two methods to achieve this strategy. One is to invest more resources in content marketing to handle the needs of all different types of content. The other is to accumulate short-term and long-term benefits through the release of each piece of content.The PESO (Paid, Earned, Shared, Owned) model is a model that classifies the types of communication between brands and consumers. With the diversified communication channels available in the market, this model helps to coordinate a collection marketing strategy that maximizes the effect of each channel.Projects can obtain valuable feedback, support, and contributions from the community. The project team can iterate based on community members’ feedback and suggestions. Social media is an essential element in forming a community. Through social media, community members can learn about the latest developments of the project and ask questions regarding the project’s technology and future plans. Efficient and transparent communication helps establish trust and transparency, making the project more “decentralized.”

Top 20 Ranked Discord Bots

Discord’s complexity is well-known, here are some tools that can help project owners manage their communities.

1. Mee6

Helps automate tasks like sending welcome messages, assigning roles, and setting up custom commands

2. Dyno

Provides a variety of features including playing audio, server backups, and custom commands

3. Tatsu

Helps increase server engagement with features such as custom reaction roles, leaderboards, and server stats

4. Ticketbot

Allows users to create, manage, and close tickets directly from Discord. Helps collect user feedback.

5. ServerStats

View statistics data of your server such as how many messages were sent or how many people joined

6. Xenon

Helps backup, clone, or transfer servers and supports syncing changes

7. Dank memer

Provides bot commands for sharing or creating custom memes

8. Invite Tracker

Track where new members are coming from, who invited them, and more. Often used for filling out whitelists

9. Bump Reminder

Provides various features such as reminders, vote tracking, daily questions, and welcome messages

10. Epic-RPG

Provides a chat-based role-playing game to keep server community members engaged

11. Quizbot

Create custom quizzes and host trivia events to motivate users and increase engagement

12. Helper.gg

Respond to user queries by creating polls in the server

13. PollBot

Allows you to create time-limited polls, “yes or no” polls, and polls that require custom answers

14. Apollo

Assist with event management tasks such as scheduling events and meetings and setting reminders

15. Zira

Assigns server roles based on user responses. Greets and says goodbye to new and old members

16. Statbot

Displays stats such as total members, server activity, and other customizable options

17. GiveawayBot

Organizes and streamlines the gifting process for community members

18. Arcane

Uses an upgrade system to moderate the server and provide opportunities for members to gain experience and rewards

19. ProBot

Provides various functionalities such as creating welcome images, social commands, and monitoring for rule-breaking behavior.

20. Captcha.bot

Performs account verification and anti-phishing, verifying new users joining the community.

10. Case Study: Reddit

What is Reddit?

• A popular news forum with an active Web3 community

• Published virtual doll NFT digital collections on the Polygon chain

• The Reddit virtual doll limited collection is based on the platform’s mascot, Snoo

• The series is created by Reddit creators and independent artists

WEB3 Strategy

• Avoid using web3-related terms such as NFT and wallet in content marketing. According to previous market research, 35% of the Reddit community believes that brands will ruin the future of NFTs

• Construct a frictionless purchasing experience through social media platforms, where buyers only need to create a “library” on Reddit that acts as a digital wallet

• Lower the barrier to entry by eliminating the requirement for buyers to purchase and manage cryptocurrencies

• Holders can receive additional benefits on their Reddit profiles such as changing gear and custom accessories

• After one month of publication, top contributors and community builders on Reddit receive airdrops for free to reward their contributions and serve as brand ambassadors to promote the series

Results

Over 3 million crypto wallets were created due to the doll series NFTs, of which 99% were unique accounts, exceeding OpenSea’s 2.3 million active wallets.

Highlights

• Avoid using terms such as “wallet” to attract non-crypto users to use the product

• Conduct market research on potential buyers

• Provide products that address pain points for the community and guide users with a simple and clear interface, while also having an appealing design

• Although blockchain is the underlying technology of the product, it is not the highlight of the product. Adhering to this point in the front-end design process helps improve the acceptability of new products.

11. Tools and Resources

Marketing Analytics

• Mixpanel

• Heap Analytics

• Google Analytics

• Matomo

• Cyfe

• Klipfolio

Content Marketing

• HubSpot

• WordPress

• Contentools

• Ceros

• BuzzSumo

• Canva

• Uberflip

AI Tools for Content Marketing

• ChatGPT

• CopyAI

• GrowthBar

• Scalenut

• Beautiful.ai

Email Marketing

• MailChimp

• SendX

• Postcards

Social Media Marketing

• Hootsuite

• SocialPilot

• Sprout Social

Online Giveaways and Contests

• Vyper

• Gleam

• Woorise

PR Channels

• PR Newswire

• Chainwire

• Luna PR

• ReBlonde

Advertising Networks

• A-Ads

• Adshares

• Cointraffic

• Coinzilla

Additional Reading

Ansoff Matrix

Ansoff Matrix: Four Quadrant Marketing Strategy

Bitcoin Case Study

User Consumption Process

How to Build Consumer Journey

Why and How Consumers Buy Cryptocurrency

Visualization of Buyer Experience

Building Links

Semrush’s Beginner’s Guide to SEO Link Building

Backlinko’s Guide to Link Building

PESO Model

The Ultimate Guide to Integrated Marketing

How to Plan a Promotion Campaign using the PESO Model

Note: Blocking all articles only represents the author’s views and does not constitute investment advice

Original link: https://www.bitpush.news/articles/4448297

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