Converting Web3 Users Into Clients
Essential tips for web3 marketers by using a new-gen, privacy-focused web analytics platforms.
December 12, 2022
The growth of the Blockchain world resulted in a peak in daily new users or adapters. More and more people started buying tokens, NFTs, or became a part of a DAO. Although this fast adaptation is a good sign of the future of blockchain solutions being used in more daily lives, it provided huge financial sources to ill-prepared projects with non-existing or badly executed MVPs backed with FOMO.
Bitcoin went down to its lowest point in years. Although it's hard to guess the effect of this drop on daily active users or new users, we can easily guess from Opensea volumes that daily transactions that web3 companies are not getting users at it was a couple of months ago. However, we need to look at this from the bright side, most of the people who left the environment in the last couple of months are the ones that came here with the hype. Basically, this process is also acting as a filtering mechanism.
Regardless of the focus of the project, we see that nearly all of the web3 companies or projects follow the same path when it comes to marketing:
High twitter usage, increase followers with ads or giveaways
Discord or Telegram for community building, open server, or limited invitations
Low-Mid Instagram usage
Influencer promotion on different channels
LinkedIn depending the professionality of the project
Blog content creation via Medium or mirror
All of these channels have their own trends. The approach changes every time a new project comes up with a more innovative way. Users were highly involved in the first stages of this hyper-growth period. Discord or Telegram channels gave the user the opportunity to interact with founders. Currently, this is a nearly non-existing concept for projects with high user volume. Nowadays, the factor of customer/user loyalty is a neglected topic. If you look through the eyes of a user who wants to follow every project that she’s interested in, it’s basically impossible to follow up on all the discord channels and tweets.
The web3 projects reached the level of maturity in which you need to do more. Here are some marketing tips that web3 projects should focus on:
#1: Understand the User Experience
In the web3 world, UX is key. To create a successful marketing strategy, you need to focus on providing a smooth and seamless user experience that is tailored to the user's needs and objectives. This involves familiarizing customers with secure identities, wallets, and decentralized applications to ensure their private information is protected. It also means designing user interfaces that are intuitive and easy to navigate, and providing support and customer service to address any questions or concerns.
#2: Follow the Trends
Web3 is dynamic. Keeping up with the latest trends in the web3 world is essential for success. This means staying up-to-date on the latest developments in blockchain technology, tracking the performance of popular web3 projects, and monitoring social media and other online communities to identify emerging trends and opportunities. By staying on top of the latest trends, you can ensure that your marketing efforts are relevant and timely, and better positioned to connect with your audience.
#3: Start Remarketing
Remarketing starts with understanding your users and analyzing their data. You can use tool such as Hardal to segment your audience into different groups based on factors such as wallet type, NFT ownership, and trading activity, you can create targeted campaigns that are more likely to resonate with your audience. This can help you better understand the needs and preferences of your users.
You need to track the performance of your campaigns and gain insights into the behavior and preferences of your users. This can help you identify areas where you can improve, and make data-driven decisions to optimize your campaigns. For example, you can use data to identify the most effective channels for reaching your audience or to target specific users with personalized messages and offers.
Or if you are familiar with data analytics or marketing engineering, you can implement marketing models depending on advanced analysis models such as RFM or CLTV that are highly used in web2.
#4: Reward Your Users
Reward systems can be a powerful tool for engaging and retaining users. By offering rewards and incentives for user engagement, you can encourage users to interact with your brand and participate in your marketing efforts. For example, you can offer rewards for referrals, for sharing content, or for completing specific actions, such as signing up for a newsletter or joining a Discord community. By using rewards, you can create a more engaging and rewarding user experience, and foster a sense of loyalty and community among your users.
#5: Try to Build a Long-Lasting Community
To create a successful marketing strategy, you need to focus on building and nurturing a vibrant community of users who are passionate about your brand and its mission. This means engaging with users on social media and online forums, hosting events and meetups, and providing support and resources to help users learn and grow. By building a strong and active community, you can create a sense of belonging and connection among your users, and foster a positive and supportive environment for your brand
#6: Test & Personalize
Which of your actions are actually bringing back customers? You need to start experimenting with different approaches and tactics, and then access to your data via Hardal and feedback to identify areas for improvement. By using data and insights to create tailored and relevant messages and offers, you can create a more engaging and personalized user experience. For example, you can use data to target specific users with messages and offers that are tailored to their interests and behaviors, or to create customized landing pages and email campaigns that are relevant to the user's interests and needs. By using personalized messaging, you can create a more engaging and rewarding user experience, and foster a sense of loyalty and connection among your users.
In conclusion, marketing in the web3 world presents unique challenges and opportunities. By focusing on user experience, user segmentation, trends, data measurement, reward systems, and community building, marketers can create successful campaigns that are tailored to the needs and preferences of web3 users.
With Hardal, you can use data and insights to drive their efforts, and by testing and iterating to optimize their campaigns, marketers can create engaging and rewarding experiences that foster loyalty and engagement among their users with next-gen privacy focused and cookieless tracking method.