In this article, we'll explore the key points of the new Web 3.0 marketing evolution and the most effective strategies to help your project gain user trust and build loyal customer relationships.
Web 3.0 kickstarted the evolution of community marketing. As the number of stakeholders expands, Web3 marketers must invest time and resources in understanding customer concerns and building strategies around them. Channels used in Web 2.0, such as content marketing and SEO, will remain relevant, but they need to be integrated with Web 3.0 developments like NFTs and tokens.
Brief History of Web3 Emerging
Web 3.0 is the natural evolution of the WWW (world wide web) from Web 1.0 and Web 2.0. The WWW is a system of interconnected documents accessible through the Internet.
Features of Web1
Web 1.0 was characterized by static images and pages. It was a network designed solely for reading, where users couldn't edit the content. It was the era of personal websites, where only the webmaster could change elements on the site. Web 1.0 is often referred to as the Hypertext Internet.
In the early 2000s, social networking sites began to evolve, giving rise to Web 2.0. Web 2.0 is the web for reading and writing, where users can input data that is processed and stored.
This is what the world's first website looked like:
Features of Web2
Instead of unidirectional interaction, as in Web 1.0, Web 2.0 is bidirectional. Web 2.0 gave birth to content creators, as publishing on the Internet became easy and accessible. Web 2.0 is called the Social Web due to the involvement and interaction of billions of users in its creation.
The advent of Web2 has transformed the way people communicate, collaborate, and share information on the Internet. However, it also brought forth new challenges, including issues related to privacy, and data ownership rights, as well as the efficiency of centralized control and dependence on intermediaries. These challenges paved the way for the emergence of Web3 – a concept of decentralized internet.
The Rise of Web3
Web 3.0 is still largely undefined, but users see it as a more decentralized network where people can easily create applications that interact with and are used by other users. In Web 2.0, companies that collect user data own that data. Everything is stored on a centralized server. Web 3.0 aims to break this system, allowing users to own their data and store it on various decentralized servers.
Blockchain technology acts as the glue binding the components of web3. Initially designed to address one of web2's issues – the centralized issuance of currency – over time, its applications have expanded to the point where many banks, governments, and enterprises have integrated the technology into real-world applications.
The interest in blockchain has led to the growth of the cryptocurrency market capitalization. By the end of 2021, the total cryptocurrency market exceeded 3 trillion dollars. This milestone solidified blockchain's position as an innovative technology.
Components of Web3 project
- Decentralization and Trust
Technologies such as DApps (Decentralized Applications) or blockchain enable the creation of decentralized marketing ecosystems. DApps are well-suited for peer-to-peer interactions between marketers and consumers, strengthening trust among system participants while simultaneously eliminating the need for centralized authorities.
Currently, companies like Google remain monopolies in the advertising market. However, advertise web3 projects is a specialized niche, and configuring it through platforms like Google Ads, for example, would be less effective.
For effective advertising in the web3 space, web3 marketing agencies and crypto advertising companies offer a tailored solution. Specializing in crypto and blockchain projects, they provide decentralized banner ad services, targeting strategies, allowing Web3 projects to connect with their audience more effectively.
- Smart Contracts and Tokenization
Smart contracts are fundamentally transforming marketing agreements and transaction methods. Marketers can leverage this technology to automate payment mechanisms, create results-based incentives, and ensure transparency in advertising campaigns.
With blockchain technology, companies will find it easier to track the effectiveness of their marketing campaigns and make informed decisions. Smart contracts enable enterprises to automatically track results and analyze data in real time, providing a more accurate picture of what is happening.
- Enhanced User Privacy and Data Ownership
In web3 technologies, special attention is given to user privacy and data ownership. Blockchain assists marketers in offering solutions that enable users to maintain confidentiality and control over their data. Zero-knowledge proofs and decentralized identification systems enable the conducting of targeted marketing campaigns without compromising user privacy.
What to do to make your Web3 Project Successful in 2024?
Below, we have collected the top most popular strategies for promoting your web3 project.
Storytelling
In the Web2 era, companies often relegate ideology and storytelling to the background, as the forefront is dominated by conversion metrics of digital advertising. Many products are launched to quickly make money rather than create additional value for customers.
Truly successful projects always build on ideology, values, and an understanding of their distinctiveness from others. To make your project outstanding, you must create and develop a unique brand based on a value system and unique customer experiences. Ensure your mission, public statements, brand style, and external and internal communication strategies.
Decentralization and the digital economy are at the core of Web3, as they allow us to provide value to content created on the network. The new space is inherently open-source, and anything contrary to this spirit may be seen as a warning sign. In the world of Web3, people and companies are transforming their interactions, with a focus on emphasing values and principles.
The project “Invisible Friends”created a collection of 5,000 NFTs, represented by randomly generated cartoon-style ‘invisible’ characters. This riddle built anticipation and speculation through a series of clues and puzzles. The campaign generated significant buzz and value for its NFTs, highlighting the power of storytelling in creating a unique and engaging experience around digital collectibles.
PR Marketing Services
Web3 underscores the importance of PR and creativity in product promotion. Most projects are startups, meaning they need to attract investments from venture funds such as a16z, Outlier Ventures, Pantera Capital, and others. Fund representatives have minimal time to familiarize themselves with the team.
Establishing contact with investors becomes much easier if they have previously heard about the project through reputable media outlets like Coindesk, Cointelegraph, and others. PR is also essential for attracting individual investors, as it builds trust and speeds up decision-making by saving time and money.
Video Marketing
The majority of people prefer video content to text. That's why many marketing strategies revolve around creating various videos, ranging from short 15-second clips to full-fledged video podcasts. Typically, videos occupy higher positions in search results, especially on social media.
Videos showcasing the functionality of your product or providing instructional content are excellent ways to integrate this type of content into your Web3 promotional strategy.
Matt Damon's campaign, "
https://www.youtube.com/watch?v=BHA38_e9ZNo&ab_channel=BuckLiving&embedable=true
Content Marketing Services
Content marketing involves creating, publishing, and distributing content on the internet for a specific audience. Relevant, interesting, and engaging content is of paramount importance for retaining the attention of existing users and attracting new ones, which is why marketing strategies for Web3 often revolve around it. There are a few crypto content writing services tools to know:
- Writer0x
- Shamla Tech
- Wittypen
- Crypto SEO
Don’t forget about popular freelance websites - UpWork and Fiverr.
Engage with your audience to find out which content format they prefer – textual posts, videos, podcasts, or something else. Alternatively, seek ideas from similar projects.
Banner Ads
While Web3 may prioritize community-driven platforms, banner advertising still holds a valuable place in your marketing arsenal. When strategically utilized, banner advertising can become a powerful tool for increasing brand awareness and stimulating initial interest in your project.
To maximize the effectiveness of banner advertising in the Web3 environment, target the right audience. Use targeting parameters on the platform to reach users interested in cryptocurrency, blockchain technology, NFTs, DAOs, or specific use cases related to your project. Consider niche websites and publications focused on Web3 enthusiasts.
Crypto ad networks and blockchain advertising platforms provide customized solutions for an enhanced banner advertising experience in Web3, positioning your banner ads for maximum audience impact.
A successful example of recognizable banner advertising is the Crypto.com ad: "Fortune Favors the Brave." The banner employs the same slogan as their successful video campaign featuring Matt Damon, along with the text, "Take control of your money. Buy bitcoins on Crypto.com.”
Influencer Marketing
Advertising through opinion leaders or crypto influencers is an excellent way to minimize user acquisition costs and enhance the visibility of your product. Certainly, you can allocate a marketing budget and spread it across multiple platforms, hoping for good results. However, if your project is in the early stages of development, limited resources significantly decrease the chances of success.
Participating in influencer marketing lets you tap into an already existing audience, helping cut down on unnecessary expenses. Additionally, you can collaborate with opinion leaders on various terms – for instance, offering project tokens or a stake in the company as compensation.
Here is an example of a great collaboration with an Influencer for Chainers promo - a free-to-play web3 game.
https://www.youtube.com/watch?v=tV_mCXWCag0&embedable=true
Search Engine Optimization (SEO)
Search Engine Optimization, or SEO, is the process of enhancing the quality and quantity of traffic from search engines to a website. Obtaining noticeable results from SEO strategies may take weeks or months, as it involves building a site's reputation for search engine algorithms.
Typically, each platform sets its recommendations for search engine optimization, which can vary significantly. Therefore, if you lack sufficient experience, it is advisable to consult with a specialized SEO agency.
Pay-Per-Click (PPC)
PPC (pay-per-click), involves paying for each click on an advertising campaign. Advertisers bid based on the estimated cost per click. The project creates an advertising campaign and sets the amount it is willing to pay. The platform then presents users with advertisements at a frequency proportional to the payment amount.
Typically, an associated dashboard is linked to the account, allowing for tracking the number of clicks, conversions, user statistics, etc. Google, Amazon, and other well-known platforms use PPC advertising in one form or another.
Social Media in Crypto Promotion
In the decentralized world of Web3, your social media strategy needs to be more than just broadcasting messages. It's about cultivating genuine communities, creating value, and building trust. While familiar platforms like Facebook remain relevant, Web3 thrives on community-driven platforms like Discord and Telegram, and increasingly on X:
- Discord and Telegram – these platforms offer dedicated servers and channels for specific projects, fostering closer and deeper interactions. Use these spaces for hosting AMAs, community Q&A sessions, sharing updates, and building relationships with your audience.
- X (formerly Twitter) – explore X's Spaces feature for hosting live audio discussions, engage with relevant communities and hashtags, and leverage X's potential for virality and real-time news sharing.
- While YouTube may not strictly be a community-driven platform, it provides tremendous potential for brand visibility and education. Create explanatory videos, developer interviews, and community spotlight features. Collaborate with renowned YouTube creators and Web3 influencers in Web3 to reach a broader audience.
Here is an example of the company brand promotion on X.com
https://twitter.com/AltCryptoGems/status/1733093190259917274?embedable=true
Enter the World of Web3 Marketing Tools
In summary, success in Web3 marketing demands a nuanced understanding of the decentralized nature, a commitment to community engagement, and an agility to adapt to the ever-changing dynamics of the blockchain-driven future. By adopting these principles and making the most of the varied strategies we've talked about, businesses can set themselves up to flourish decentralized economy of 2024 and beyond.