Web3 marketing isn’t a mystery—it’s just a different game with new rules and plenty of room for bold strategies.
Marketers who embrace adaptability and creativity will find plenty of opportunities to make an impact. After all, these are the same qualities driving Web3.
The best starting point is to use what we already know about digital marketing and apply it to Web3 principles. Let’s dig deeper into Web3 marketing and the best strategies to reach your audience and build a powerful Web3 brand.
What Is Web3 Marketing?
Web3 marketing involves creating your brand identity, identifying your target audience, and finding ways to connect with them to turn them into paying customers.
Yes, that sounds a lot like digital marketing as we know it now.
There’s a bit of overlap, but Web3 marketing adds a few unique elements, including:
- Decentralized technologies like blockchain to expand access and prioritize personalized marketing
- AI to predict user behaviors, automate tasks, and target advertising with greater precision
- Improved transparency in how a person’s data is collected and used
- Digital incentives and rewards as a way to drive engagement
In essence, Web3 marketing builds on the foundation of digital marketing as we know it. It’s not getting a reinvention, just a reboot in areas that matter most: trust, originality, cost, time-savings, and the customer experience.
Web2 vs Web3 Marketing: What’s the Difference?
Web 2.0 brought us our current era of digital marketing. It’s the collective task force of buying media space through platforms like Google, posting content on social media, search engine optimization, and building connections through channels like websites, social media, and email.
Web3 marketing takes a similar approach, but there are new nuances to consider.
Let’s compare the current state of traditional digital marketing with Web3 digital marketing:
|
Web2 Marketing |
Web3 Marketing |
| User data is owned by centralized platforms | Users have more control over their data privacy and how it’s used, including the option to monetize it |
| Uses fiat currency for incentives | Uses crypto tokens for transactions, incentives, and other financial activities |
| Focuses on resources (e.g., ads, content) for specific one-time goals, such as lead gen or purchasing | Focuses more on immersive experiences, storytelling, and co-created content to nurture long-term relationships |
| Often requires building an audience (e.g., getting followers on social media) and creating content around a core theme | Leans on communities that are more niche and nuanced while leveraging the benefit of decentralization |
| Requires creating separate accounts or profiles for each service or platform | Prioritizes interoperability, leading to a more open and user-centric space |
| Static or dynamic pricing strategies based on cost, value, and demand | Dynamic pricing strategies based on demand, usage, and community influence |
The biggest changes aren’t in what you promote, but how you promote it.
Your marketing in Web3 will need to put into context exactly what you do and why others should care, with examples, use cases, and benefits that are easy to visualize.
Best Web3 Marketing Strategies You Should Invest In
The key difference in a Web3 marketing strategy is to implement the unique capabilities of Web 3.0, namely decentralization, user-centricity, and transparency at every turn.
With this in mind, let’s explore six of the most effective Web3 marketing strategies to help you position your brand.
Community Building
Communities represent a driving force behind Web3. They bring people together based on a shared interest and encourage users to contribute.
It’s a “stronger together” mentality, and with Web3, it also creates the potential to reward contributors.
Online communities become valuable resources to the right people – and those are the only people your strategy should focus on. Loyal members become advocates for your company, giving you greater brand exposure.
SEO & Content Marketing
Content powers all digital media. Without it, there’s nothing for your audience to engage with –and no clear way to set you apart from your competitors.
Web3 digital marketing is no exception.
It’s heavy on content, especially for shaping brand identity, building trust and authority, and sharing valuable information with audiences.
And since Web3 is a still new concept for many people, leaning heavily on educational content will put your company in perspective.
Content can live anywhere on your site and take the form of:
- Blog posts and articles
- FAQs
- Forums
- Videos
- Landing pages
- Customer stories
- Case studies
- News and press releases
- White papers
- Ebooks
- Helpful Web3 marketing tools (e.g., Web3 marketing course, content templates)
Web3 content marketing also thrives on SEO.
Search is still the default way people navigate the internet, and optimizing your content lets you get found by your target audience.
Search as we know it is about to get a major facelift. ChatGPT’s SearchGPT promises a new search experience, which will give companies more ways to be discovered. It’s slated to be an ad-free experience, plus OpenAI says that clicks won’t automatically reward creators.
This shift bucks the current rankings system that Google and Bing use. It also indicates that content structure and quality will play significant roles in SearchGPT, which means content will need to fully align with a user’s search query.
Regardless of what search engine people are using to find you, SEO is still a long game.
Content provides the foundation; you’ll need to include the right keywords and write conversationally to match what people are searching for.
Social Media
Social media might be rooted in Web2, but it’s highly effective in building an audience and gaining brand exposure.
It’s a place where you can repost your owned media, encourage engagement, collect feedback, and drive traffic to your website or assets.
It’s also familiar to most internet users, and that sense of familiarity will help you build your credibility.
And it’s also where you post memes. 🙂
Social media remains a top place of discovery. People actively explore social networks to learn about products, trends, and news.
Plus, tools like live video feeds, polls, and comment sections let you directly engage with your audience–a core theme of Web3 capabilities that will help people see the potential of the Web3 era.
Email marketing continues to have one of the highest ROIs of any type of content–as much as $36 per dollar spent.
Email provides a direct connection to your audience but in a non-intrusive way. Users can choose when to engage with you, plus you can get a sense for what they’re interested in based on open rates and clicks.
You can use email marketing to grow your Web3 business in several ways:
- Talk about new products and services
- Share interesting case studies and data
- Provide early access to new launches or deals
Every time a customer sees you in their inbox, they’re getting an impression of your brand and building familiarity — even if they never open an email.
Videos
Video content can help break down complex topics into easy-to-understand vignettes.
Using videos also adds a human element to your brand. You’re engaging all of the senses, giving a view and a voice to your content.
People still need a lot of hand-holding and simplified explanations of Web3’s purpose and potential. Adding the right mix of elements to your videos can keep them engaged, such as:
- Stories
- Demos and how-to’s
- Interviews and guest appearances
- Lots of examples
Pay attention to video metrics like views, drop-off points, and shares so you can find ways to improve your video content.
Influencers/KOLs
Influencers and key opinion leaders are votes of confidence for your Web3 brand. Working with influencers lets you cover more ground and gain greater exposure.
You can tap into new audiences via people those audiences already know and trust.
KOLs and influencers underscore some of the core tenets of Web3: decentralization, community, and collaboration.
The more attractive your offer, the more likely influencers will be to promote you — and do so in an authentic way.
And since influencers have established audiences, you can shorten the credibility-building curve simply by associating with the right people.
Here’s Why You Should (Probably) Hire a Web3 Marketing Agency
With intimate knowledge of Web3 technologies and how to leverage them, working with a dedicated Web3 agency empowers you to get your brands in front of the right people.
Agencies with experience in Web3 and marketing offer a wealth of competitive advantages, including:
- Real-world experience in Web3 content, including writing, SEO, PPC ads, email, video, and influencer marketing
- A lighthouse for the latest trends, strategies, and best practices
- Efficiency and cost-effectiveness
- Custom strategies tailored to your business goals
A dedicated Web3 marketing agency is often the best option for marketing needs because you’re dealing with industry experts.
All of your marketing activities stem from a single hub of expertise, which can be more effective in driving brand recognition and overall growth compared to piecemeal solutions.
Need Help With Web3 Content Marketing?
Marketing your Web3 business doesn’t have to be complicated.
Rise Up Media works in the trenches of Web3 every day, helping to build powerful brands that resonate with the right audience. Reach out, and let’s talk about how we can develop your Web3 content marketing strategy together.
