April 5, 2023

Your Ultimate Web3 Marketing Playbook

GM DOers!

What is YOUR web3 marketing playbook? 🧐

As we shift from web2 to web3, the way we approach marketing is changing dramatically.

Web3 marketing is all about connecting projects with users and building strong, engaged communities from the get-go.

(Are you a creator or a marketeer who wants to level up your web3 marketing game? Reply to this email with 🚀. Thank you! 🙏)

Today, we're diving into the fresh ideas and web3 strategies inspired by Amanda Cassatt's insights. She’s one of the pioneers in the web3 marketing space, and if you’re serious about your craft, you should be paying attention to her.

She’s also been a guest on one of our podcast episodes, so make sure to check that out as well! 🧠

Today we’ll explore the critical differences between web2 and web3 marketing, the new era of community-focused, bottom-up approaches, and how marketing funnels are evolving in the decentralized landscape. 🔄

We'll discuss the importance of branding and messaging in web3 projects, and the significance of launching your project before the product goes live. 🚀

But wait, there's more! 🤩

We'll also delve into the art of pioneering new categories in the web3 space and finding you niche.

So, buckle up and get ready to expand your marketing horizons!

Let's dive deep and find out how you can ride this wave of innovation and disruption! 🌊🏄‍♂️

👉 Lens Protocol: The Future of Social Media

Decentralized social media finally allows creators to own their content, data and followers. And that's why we choose to build part of our media platform on Lens Protocol.

Not only do we possess more ownership over our digital assets, we also find more engaged and valuable community members who are ready to build alongside us.

When your data and content is transferred back into the hands of the creator, building on Lens becomes a no-brainer!

Rethinking Marketing Strategies in the Web3 Era

As we enter the web3 era, marketing strategies are being reshaped to keep up with the ever-changing landscape.

Instead of relying on the traditional web2 approach, which hinges on third-party platforms like Google Ads and The Meta suite, web3 marketing focuses on building genuine connections with users and fostering thriving communities from the ground up. 🌐🌱

Web3 marketing takes a more community-centric, bottom-up approach.

It emphasizes flexibility and adaptability, putting the community in the driver's seat when it comes to crafting and spreading the message.

The web3 marketing funnel is all about knowing your audience, channels, and calls to action (CTAs), and gauging the effectiveness by observing how well your target audience moves through the stages of discovery, awareness, interest, engagement, and ultimately conversion. 🎯

If you want to learn more about this, a while ago we interviewed Vyara Ndejuru, CMO at Late Checkout, a community-design firm that builds and funds community-based businesses, and turned the episode into an easy-to-read newsletter piece. Check it out!

In the web3 space, communities act as incentive-aligned teams, working cohesively to drive the success of a project.

This approach breaks down traditional boundaries, merging the roles of companies, investors, and users into a single, economically aligned group.

To reach these communities, web3 marketing leverages a mix of owned, earned, and paid channels, including social media, events, media placements, organic influencer marketing, and even physical ad spaces. 🌟

Now that we’ve laid a good foundation, let’s take a look at how branding and messaging works in the web3 space, and how you can align your marketing strategy with web3 values.

Are you trying to capitalize on web3 investments? Master macro fundamentals like inflation, interest rates, and liquidity with our latest PRO report. Unlock the tools you need to seize upcoming opportunities.

Tomorrow we’re releasing Part 2 of the series, diving deeper into our macro environment. Don't miss out, go PRO today! 💪🚀

Mastering Branding and Messaging

In web3, crafting a memorable brand and capturing your target audience's attention is more critical than ever.

However, attracting potential users is just the beginning; engaging them and ensuring they remain loyal to your project is the ultimate goal. 🎯

Calls to action (CTAs) serve as vital bridges between these stages, and monitoring their effectiveness allows you to fine-tune your approach.

Essential building blocks for any web3 project include a distinct brand identity, a well-crafted marketing strategy, a user-friendly website, and active social and community channels. 🚀

Regardless of whether it’s a web2 or a web3 product, it's crucial to invest time and resources into perfecting your brand, marketing strategy, website, social channels, and content.

Use of memes has become one of the most effective ways to make your brand and content go viral, which permanently etches your name in user’s minds.

Additionally, your website is especially important, as it's an asset that you have full control over. By optimizing your website for conversions, you'll guide visitors to take the actions that matter most to your project. 🌐

One approach to instil trust in your project is to employ "instant incumbency," where your project exudes a polished and professional appearance.

Combine this with concise, attention-grabbing messaging that captures your value proposition in a single, compelling statement, and you’re off to the races! 🏇

Furthermore, showcasing your project's achievements, partnerships, and endorsements can further enhance credibility.

In web3, engaging with the community pre-launch is crucial for success. This approach lets projects tap into collective wisdom, refining features and aligning with user needs.

Early engagement fosters ownership and loyalty, creating enthusiastic advocates who help build momentum for a successful launch.

In web3, where community-driven growth is key, early interaction and collaboration can be a game-changer for projects aiming to make a lasting impact.

Of course, there’s nothing wrong with launching a product first, and only then building the community – just ask Ledger and BAYC (Bored Ape Yacht Club), who managed to build incredibly powerful communities after launching their products!

Just make sure you tailor the approach that best fits your vision. 😉

With a strong focus on visual branding and messaging, you'll be well-equipped to thrive in the competitive web3 landscape. 🎨

Find Your Web3 Niche… Or Invent It

In the fast-paced world of web3, engaging with the community before your product is live can give you a strategic edge.

By doing so, you open doors to valuable feedback, enable fine-tuning of your project, and generate excitement leading up to the official launch. 🚀

A powerful approach to bolster your project's presence is by finding your own niche in web3, and creating a community tailored specifically for your project.

This move can amplify your reach and establish your project as a leader in its category.

Creating a new terminology or category for your web3 project can significantly boost its chances of success. But what does that mean?

Just as the term "web3" emerged to fill the need for a more encompassing term beyond just financial applications, your project should strive to define a new category rather than being just another player in an existing field.

If you’ve followed Web3 Academy for a while, you’ll know that web3 is about more than just cryptocurrencies. Its potential to dramatically change how we interact, build and create in the digital and physical world is enormous. 🎨

To truly stand out in the web3 environment, innovation is key. By finding a unique angle within the web3 landscape or improving upon existing concepts, your project can differentiate itself and rise above the rest. 🌟

But don't worry, we're still in the early stages, and the industry leaders are yet to be determined. There's plenty of room for both novel creations and enhancements to existing ideas.

As a builder, you have the opportunity to cement your position as a leader in your niche over the coming years – just stick with it and keep building!

Speaking of innovation in the web3 space, I'd like to give a well-deserved shoutout to a legend in the industry, Amanda Cassatt.

Her new book Web3 Marketing: A Handbook for the Next Internet Revolution dives deep into the topics we just covered and offers a ton of valuable insights.

While this isn't a paid promotion, we highly recommend checking it out if you're looking to learn more about web3 marketing strategies. 📚

In web3, putting community building and engagement at the forefront is crucial.

By integrating impactful visual branding, persuasive messaging, and harnessing the strength of the community, your project will be well-positioned to create a lasting impact and recognition in the web3 ecosystem. 💪

Remember, DOers be DOing! 😎

🤝 Together with Epic Web3 Conference: A get together of web3's brightest minds💡

Do you want to hear from people working at leading web3 brands such as ConsenSys, Polygon, Binance, Ledger, Uniswap and more?

Then you need to attend the Epic Web3 Conference in Lisbon, on the 9th of June!

A vibrant city, populated by leaders in the web3 space, all coming together to share best practices about how to build and grow web3 products.

The best part? Web3 Academy will be there, hosting a few panel discussions and a community meet-up before the main event.

Want to join us? We've got a 15% discount for you, but ticket prices go up every few days. Enter the promo code WEB3ACADEMY15 to secure your spot!

What’s New In Web3?

  • Ultra’s New Web3 Gaming Marketplace Lets Users Resell Digital Games: Source

  • NFTs Are the Ultimate Disruptor of Hollywood's Entertainment Status Quo: Source

  • Free POAP? Not for Commercial Users of the Ethereum Attendance NFTs: Source

🟣 Hold on, DOers!

Web3 excellence doesn’t come easy: it's time for homework! 💪🤓


Catch up with our Tuesday debate on whether AI is taking our jobs. We touch on both the positives and the negatives of AI on the job market, and compare this new era to the first years of the internet. Give it a listen 😉

Thanks for reading and we’ll see you on Friday! ❤️

Disclaimer: This article is for informational purposes only and not financial advice. Conduct your own research and consult a financial advisor before making investment decisions or taking any action based on the content.