With the arrival of the blockchain era, project marketing has become increasingly important in addition to innovative technology. This is because there are now too many projects and the market is gradually shifting from a seller's market to a buyer's market. Customers, content, community, and stickiness are becoming more and more important, especially for startups.
Web3 project marketing covers different stages from early-stage projects to official launch and later operation maintenance:
In the early stage of the project, it is necessary to have a clear understanding of its position in the industry including current development status, market competition situation as well as advantages and disadvantages of this particular project so that you can find an appropriate entry point for marketing.
It’s essential to have suitable positioning for your own project since with increasing product maturity and fierce competition; customers tend to use mature products making it difficult for newcomers to disrupt established players. For example, those so-called "Ethereum killers" turned out not living up their hype due to poor marketing strategies.
During preparation phase of promotion activities，it’s crucially important first identify selling points such as technology innovation or team expertise etc., then prepare corresponding promotional materials accordingly.
While doing above work simultaneously，team building should also be carried out which is one of key factors determining success or failure in any startup venture。Recruiting suitable talents who are willing serve your cause over long term period could be challenging but critical task。
To B cooperation includes exchanges、industry influencers、KOLs、other projects、well-known OGs or MODs within industry 、investment institutions、news media
Seed user gathering: The ability gather seed users at initial stage plays vital role in determining whether a new project will succeed or fail。For instance，the first 100 users played significant roles in successful launching Uniswap-like DeFi projects。You can start by inviting friends around you to join the first batch of users and create a small circle with common topics and sense of belonging. After stabilizing seed user base, expand it to outside.
Content operation: Community managers should cooperate with influential communities or KOLs for AMA sessions, giveaways, cooperative promotion activities etc. Then focus on social media content operations which can help increase user retention and conversion rates。For example，Twitter operations including official account as well as CEO、major MODs、co-founders’ matrix content operations should be arranged in a rhythmic manner highlighting key promotional contents and events at regular intervals while coordinating all matrices and communities for joint promotions。External KOLs who are willing to cooperate can also be sought out。
Community operation: It is important to find those who have strong social skills to drive community atmosphere forward. There is no special trick for community management; making friends with users is the principle. Responding promptly to new users' inquiries, listening carefully to their opinions, giving them trust and unique treatment will make them feel involved in your project which is an essential means of building up your community.
When the number of followers on official Twitter reaches 100+ daily active users (DAU), it's time start inviting seed users into the community. Keep weekly topics and activities going within the community such as discussing gameplay related issues or future development plans etc., along with lucky draws that could help boost DAU.
For more content, please follow: