Web3 Marketing Trends and Strategies for 2024
Web3, the third iteration of the World Wide Web, is already underway—it’s impacting several industries, including marketing. Strategies that worked well in the past decade might not yield results anymore. Take keyword stuffing and link farming as examples. While these strategies were essential for ranking on SERPs years ago, Google now penalizes site owners who abuse them.
Understandably, adjusting your marketing strategy to Web3 can seem confusing. Most might not even know how to start planning, especially if they have little experience with Web3 tech. Note that there’s no universally correct strategy. The best approach is to explore the new platforms under Web3 and study how to incorporate them into your business. Cover Image Credits: Unsplash
What Is Web3?
Web1 and Web2 consisted of usable systems that made surfing and browsing easier for the general population, but Web3 focuses on decentralization. It features systems powered by blockchain, tokens, smart contracts, and cryptocurrencies. Theoretically, users should have more control over their digital footprint and data in the new age of the internet.
Although we’re still living in Web2, tech leaders have been gradually releasing Web3 technologies over the years. The biggest roadblock to mass adoption is education. Blockchain tools have a steep learning curve; helping the average internet user understand them will take decades.
Brooke Webber, Head of Marketing at Ninja Patches, encourages marketers to act fast instead of waiting for mass adoption. She says, “Now’s the best time to position yourself as an early adopter of Web3. Master it before the masses do. You’ll gain a massive edge against other marketers if you establish yourself as an industry expert and leverage modern technologies from the onset. Your brands won’t grow if you’re stuck with legacy systems.”
Here are some tips to jumpstart your Web3-driven marketing strategies:
1. Collaborate With More Micro-Influencers
Partner with micro-influencers who are well-versed in your preferred Web3 technologies. It’s a quick, efficient way to tap into new markets while expanding your marketing strategies. Also, their reach will help establish your authority as well.
Let’s say you’re into real estate. You could look for influencers who have experience running smart contracts and managing their risks—they’ll show to gather funds with self-executing programs. Likewise, they can endorse your new system to their audience.
While you might feel tempted to work with every influencer who comes your way, Jerry Han, CMO at PrizeRebel, advises otherwise. He says, “Be careful with the micro-influencers you hire. While their influence helps expand your reach, their mistakes can also hurt your reputation. Choose professionals you’d want to be attributed to your brand.”
2. Target the Changing Needs of Modern Internet Users
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Before finalizing your Web3 marketing strategy, check if it aligns with your target market’s needs. It should enhance user experience, not create roadblocks. Leveraging sophisticated blockchain systems won’t mean much if your customers barely understand them.
Tom Golubovich, Head of Marketing & Media Relations at Ninja Transfers, says marketers should also focus on educating users. He says, “Again, the general population is still learning Web3 tools. Instead of hoping they’ll somehow come around to your new processes, play a proactive role in teaching them. Post helpful guides and resources about the new systems you’re implementing. You can get technical, but only use jargon and niche concepts that your ideal buyer persona would understand.”
3. Integrate AI Tools Into Your Systems
Contrary to popular belief, AI and decentralization systems aren’t in competition. Many overlapping functions actually complement each other—you’ll miss out on several benefits if you overlook these tools. See which systems can help you speed up your daily processes.
Let’s say you offer financial services. You can use private blockchain systems to move and store data securely amongst authorized users. Eliminating peer-to-peer transfers bolsters your overall security. Meanwhile, for managing tasks, you can explore AI-driven content management systems that help produce initial drafts, track ongoing projects, and compile your team’s contact information.
Max Wesman, Founder & COO of GoodHire, advises marketers to sign up for free trials before investing in premium plans. He says, “Take advantage of freemium and trial accounts. Otherwise, you’ll drive up your overhead while testing different blockchain and AI systems, making it harder to get your ROI. Trust me—you’ll likely have to test multiple tools before you finalize your strategy.”
4. Work With Decentralized Autonomous Organizations Within Your Industry
You don’t have to navigate Web3 yourself. It’s an evolving concept with fluctuating trends and developing systems—understanding these tools requires constant research. You’ll yield subpar results if you carelessly run new marketing tactics despite having a surface-level understanding of Web3.
Hardy Desai, Founder of Supple, tells marketers to join Web3-specific groups that specialize in their industries. He says, “There are thousands of autonomous organizations exclusively researching Web3 technologies and their industry applications. You’ll find them on professional social networks like LinkedIn. Expect most groups to require some financial compensation for their case studies, although there are non-monetary ways to show your support.”
5. Maximize Both Evergreen and Incidental Topics
Too many content creators obsess over trendjacking. Although posting about breaking news stories and industry trends might increase your visibility, they offer little to no long-term benefits. In fact, their traffic generation will tank close to zero after a few weeks.
If you want to establish authority and improve your social media reach, you must also publish a healthy number of evergreen posts. Talk about topics that will stay relevant for years. For instance, reviews about the latest blockchain systems are trendy, but discussing how blockchain systems work at a core level will put you on the map for years.
Morgan Taylor, Co-Founder of Jolly SEO, also advises marketers to recycle content sparingly. He says, “Recycling content across platforms is cheap and easy, but it also poses the risk of ad fatigue. Cross-platform users might get tired of seeing the same spiel. The best approach is to adjust your content calendar based on your current platform’s user base. Although time-consuming, your pieces will perform better in the long run.”
6. Diversify Your Target Audience
The general rule is that marketers should reduce their audience size to limit their ad spend. This rule still stands, of course. However, the proliferation of Web3 tools gives you the chance to expand your audience without spiking your ad spend. You just need to know what platforms users prefer.
Volodymyr Shchegel, VP of Engineering at Clario, says that most marketers can begin audience diversification by targeting blockchain users. He says, “Merely adopting new Web3 systems enables you to tap into new markets. They won’t all fit your ideal buyer persona. But you’ll definitely find several qualified prospects if you execute the correct marketing approach. Just ensure not to act too aggressively—converting cold leads takes time.”
7. Try Increasing Your Organic Traffic
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Don’t just rely on paid traffic. PPC can help you build awareness during your startup years, but to establish authority, you must generate organic traffic. Focus on drawing in users that are genuinely interested in your brand. Note that PPC traffic is short-lived—they’ll likely stop visiting your site after your current campaign.
Robert Kaskel, Chief People Officer at Checkr, says brands can attract readers in Web3 by publishing helpful resources. He says, “Talk about how you and other industry professionals can utilize Web3 technologies. Again, Web3 technologies are still developing. With the lack of thought leaders explaining them, early adopters have a decent shot at becoming a recognized authority. Once you become a key opinion leader, your organic traffic should spike gradually.”
Keep up With the Changing Demands of Web3 Consumers
Audience targeting is the key to efficient Web3 marketing. Find out what platforms your ideal buyer persona uses, see which tools you can leverage to reach them, and test different ways of execution. Of course, don’t expect your first approach to yield profits automatically. Like most marketers navigating Web3, you’ll spend most of your time A/B testing various strategies.
Also, continue finding ways to streamline your marketing efforts wherever possible. Take your graphics as an example. You can look into presets and templates for social media uploads where you don’t need original artwork. Browse through blogs and databases like FilterGrade. Use the resources you save on visuals to explore other Web3 technologies—that way, you’re not driving up your expenses carelessly.
