Web3 Marketing: A (Hype-Free) Complete Guide — Reforge

First and foremost, community is a big piece of web3. In web3, a community is often established before a product, and products often come out of the community.  To start building this community creators often share a roadmap, which is a promise of what the community can expect.  

Similar to NFTs, creating and scaling a DAO requires significant technical knowledge, such as interacting and deploying a smart contract. Most people don’t have this experience, yet. Although a solution like Upstream Collectives likely solves this issue.

If you’re planning on developing an NFT strategy for your brand, it’s helpful to frame your strategy in this context:What is the goal/objective of your NFT launch?  What value does the NFT serve your customer?  How do you measure the impact?

While a Facebook community rewards you with likes and comments; an NFT incentivizes you to evangelize a project because you have financial upside, and benefit from helping grow that community; there’s a direct incentive to you as a community member.

But what causes customers to jump in?  Community, Identity, & Status: Much like the world of traditional branding, people buy NFTs to communicate something about themselves, such as a community they’re a part of, a social group they belong to, or an interest they’re passionate about.  Utility: NFT collections keep their audience engag... See more

Whether or not a company is tokenized or centralized impacts the marketing approach.

Marketing in web3 leverages a variety of well-understood components such as:  Consumer marketing, where we generate awareness of a project to consumers, educate those consumers and bring them into a community. This includes a number of tactics, including content marketing, product marketing, and SEO.  Developer marketing, where developers... See more

Centralized companies own our data and can use that data to inform or optimize their platform for engagement. But no entity or person owns the data at decentralized companies.  Decentralized companies achieve this by using smart contracts, or programs stored on a blockchain that run when predetermined conditions are met. These smart contracts ... See more

Practically speaking, in web2 a marketer only needs to acquire, engage with, and retain the customer. But in web3, marketers have many stakeholders to market to, engage with, and retain. This broad group of stakeholders includes users, developers, and their broader communities.