The four things that matter.

95% of a Web3 brand's success is determined by marketing.

I've run over 75+ campaigns, which really boils down to 4 main things. 🧵

Traditional Web2 tactics don't work in Web3. They may achieve pretty numbers and good metrics, but nine out of ten times, they don't convert to actual volume.

The reason is that most brands attempt to mass market to all of Web3 at once, which comes across as transactional, and the influencers used are entirely non-organic.

So, how do we achieve proper sentiment and volume?

1. Influencer strategy.

Selecting the proper influencers to promote your brand is crucial. Understanding the Web3 ethos is necessary to know Influencers' current reputations, how they are respected by the space, and the best way to engage them.

Promotions typically come across as inorganic if no pre-existing relationships were established, so it's of paramount importance that all engagements are done when the brand knows and has built rapport with the influencer.

2. Target Audience

Brands make the mistake of trying to present the same product simultaneously to Web3 all at once.

In a new tech world like Web3, people are here for different reasons and resonate with other verticals.

Let's take an iPhone, for example. It is one product, but to some, it's for pictures; others, for communication; and to some, for gaming.

The story's moral is that people use the same product for different reasons.

Web3 brands must identify which product niches resonate with certain communities and then target them by utilizing influencers, PR, or growth hacking.

3. Messaging.

The cadence in which a brand portrays itself can make or break its reputation.

Are you trying to tell people how to feel, or are you showing them how to feel?

We prefer a strategy in which we give each target audience diligently curated data points so they can make a decision for themselves.

This allows for a non-transactional, completely organic approach whereby the audience is going through a self realization process to use the product.

This type of marketing inevitably results in more loyal users and a sustainable launch.

4. Private communities.

The 1% of Twitter makes 99% of the noise.

It's very easy to get caught up in the echo chamber of social media, but in reality, the majority of volume comes from non-vocal users.

They reside in private communities and alpha chats, and some of these cost upwards of $50K/month to join.

Marketing in these audiences is crucial, but can only come if you have access to them and can present the product in a way that does not look inorganic.