Product Marketing tips and how-to's to help startups improve user acquisition and develop GTM strategies better
Product Marketing tips and how-to's to help startups improve user acquisition and develop GTM strategies better
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I often feel like an archaeologist. No, I'm not battling snakes à la Indiana Jones (thank goodness!), but I do spend my days excavating the cryptic world of Web3 and trying to make sense of it for my dear Web2 friends.
Yes, you heard it right. The Web2 folks - those who scroll Facebook, shop on Amazon, and are blissfully unaware of words like 'blockchain,' 'DApp,' and 'DAO.' This post, my friends, is all about how Web3 startups can better speak their language.
Let's set the stage first. The internet, as we know it, is changing. Just as it evolved from static Web1 to interactive Web2, we're now witnessing the dawn of Web3 - the decentralized web powered by blockchain technology. The impact? It's as big as when the humans discovered fire, but with less grunting and more coding.
So why does it seem like the average Web2 user has about as much interest in Web3 as I have in re-arranging my sock drawer? Well, because we, the Web3 enthusiasts, aren't communicating the benefits of our products effectively.
Let me take you through some common pitfalls and share a playbook on how we can better market our products to the average Web2 user.
😵 Lost in Translation: Jargon Overload
Let's start with the elephant in the room: jargon. In the world of Web3, we're comfortable throwing around terms like 'blockchain,' 'smart contracts,' 'DApp,' and 'DAO.' But for your everyday Web2 user, this is akin to trying to understand the dialect of an alien civilization. We might as well be saying, "Florpglorp blibitty bloop."
For Web2 users, the internet is a tool, not a hobby. It's like their toaster - they want toast, they don't care how the heating elements work. So, as much as we love our Web3 lingo, it's time to cut the jargon and speak in a language that resonates with our audience.
😵 The Grand Canyon of UX: Abstraction Gap
This brings us to pitfall number two: the abstraction gap. Web3 products often prioritize technical innovation over user experience. The outcome? A product that's as hard to navigate as the Mariana Trench. For your average user, who's accustomed to the user-friendly interfaces of Web2, this is not just frustrating; it's a deal-breaker.
We need to remember that a great user experience is like a joke - if you have to explain it, it isn't that good.
😵 The Centralization Comfort Blanket: Intrinsic Trust
The third challenge is one of trust. Most internet users have grown up in a centralized digital world and trust it as much as a baby trusts its teddy bear. It's comfortable, familiar, and predictable.
Overcoming this trust to convince them of the benefits of decentralization is no easy feat. It's like convincing a die-hard coffee addict (like me!) to switch to herbal tea - a tough sell, to say the least.
😵 The Pragmatist's Dilemma: Practicality over Ideology
Finally, there's the pragmatist's dilemma. While decentralization is a powerful ideology, for most users, the practical benefits matter more. If a Web3 product doesn't make life easier, cheaper, or better, the ideology alone won't cut it. It's the equivalent of a diet that promises long-term health but leaves you starved today. Who'd sign up for that?
Now that we've diagnosed the problem, let's move onto the cure. How can we bridge this gap between Web3 startups and Web2 users? Here's a roadmap.
💡 Speak Their Language
If we want to get our message across, we need to meet our audience where they are. This means simplifying our language, speaking in terms they understand, and addressing their needs, fears, and desires. It's less about explaining the intricacies of a smart contract and more about how it saves them time, money, or hassle.
Remember, we're not selling blockchain - we're selling the solutions it enables.
💡 Invest in UX
A user-friendly interface isn't a luxury; it's a necessity. This is where we need to take a leaf out of the Web2 book. Whether it's Facebook, Amazon, or Google, the user experience is seamless. Our Web3 products need to offer the same level of simplicity and ease of use.
If our product is a racecar, the UX is the steering wheel. No matter how fast it can go, without a way to control it, no one's going to take it for a spin.
💡 Build Trust
Trust, like respect, is earned, not given. If we want users to trust our Web3 products, we need to demonstrate that they provide the same (or better) level of security, reliability, and customer support as any centralized alternative.
It's like moving from a neighborhood you've lived in for years to a new city - you're going to need some assurances before you pack your bags.
💡 Highlight Practical Benefits
Last, but not least, we need to highlight the practical benefits of our products. Whether it's cost savings, better privacy, or unique capabilities, show users how your product can make their lives better, easier, or more fun.
Remember, if the only thing your product offers is a trip to the moon, make sure it's a comfortable ride and there's decent food on board.
The journey of educating, earning trust, and improving our products to cater to Web2 users is a marathon, not a sprint. Like Rome, the decentralized internet won't be built in a day. But with patience, persistence, and a user-centric approach, we can bridge the gap.
If history is any indication, great technology, combined with effective marketing, can spark revolutions. And in this case, it's not just about building a new internet. It's about building a better, more equitable one. So, buckle up, my friends, and enjoy the ride!
If you found this post useful, follow me for more insightful tips daily, or DM me if you'd like my help! If you know an early-stage web3 startup founder or a marketer that is struggling to onboard the right kind of users, share this with them and provide value!
You can connect with me here
Website - https://paranoxialabs.xyz/
Twitter - https://twitter.com/ParanoxiaLabs
I often feel like an archaeologist. No, I'm not battling snakes à la Indiana Jones (thank goodness!), but I do spend my days excavating the cryptic world of Web3 and trying to make sense of it for my dear Web2 friends.
Yes, you heard it right. The Web2 folks - those who scroll Facebook, shop on Amazon, and are blissfully unaware of words like 'blockchain,' 'DApp,' and 'DAO.' This post, my friends, is all about how Web3 startups can better speak their language.
Let's set the stage first. The internet, as we know it, is changing. Just as it evolved from static Web1 to interactive Web2, we're now witnessing the dawn of Web3 - the decentralized web powered by blockchain technology. The impact? It's as big as when the humans discovered fire, but with less grunting and more coding.
So why does it seem like the average Web2 user has about as much interest in Web3 as I have in re-arranging my sock drawer? Well, because we, the Web3 enthusiasts, aren't communicating the benefits of our products effectively.
Let me take you through some common pitfalls and share a playbook on how we can better market our products to the average Web2 user.
😵 Lost in Translation: Jargon Overload
Let's start with the elephant in the room: jargon. In the world of Web3, we're comfortable throwing around terms like 'blockchain,' 'smart contracts,' 'DApp,' and 'DAO.' But for your everyday Web2 user, this is akin to trying to understand the dialect of an alien civilization. We might as well be saying, "Florpglorp blibitty bloop."
For Web2 users, the internet is a tool, not a hobby. It's like their toaster - they want toast, they don't care how the heating elements work. So, as much as we love our Web3 lingo, it's time to cut the jargon and speak in a language that resonates with our audience.
😵 The Grand Canyon of UX: Abstraction Gap
This brings us to pitfall number two: the abstraction gap. Web3 products often prioritize technical innovation over user experience. The outcome? A product that's as hard to navigate as the Mariana Trench. For your average user, who's accustomed to the user-friendly interfaces of Web2, this is not just frustrating; it's a deal-breaker.
We need to remember that a great user experience is like a joke - if you have to explain it, it isn't that good.
😵 The Centralization Comfort Blanket: Intrinsic Trust
The third challenge is one of trust. Most internet users have grown up in a centralized digital world and trust it as much as a baby trusts its teddy bear. It's comfortable, familiar, and predictable.
Overcoming this trust to convince them of the benefits of decentralization is no easy feat. It's like convincing a die-hard coffee addict (like me!) to switch to herbal tea - a tough sell, to say the least.
😵 The Pragmatist's Dilemma: Practicality over Ideology
Finally, there's the pragmatist's dilemma. While decentralization is a powerful ideology, for most users, the practical benefits matter more. If a Web3 product doesn't make life easier, cheaper, or better, the ideology alone won't cut it. It's the equivalent of a diet that promises long-term health but leaves you starved today. Who'd sign up for that?
Now that we've diagnosed the problem, let's move onto the cure. How can we bridge this gap between Web3 startups and Web2 users? Here's a roadmap.
💡 Speak Their Language
If we want to get our message across, we need to meet our audience where they are. This means simplifying our language, speaking in terms they understand, and addressing their needs, fears, and desires. It's less about explaining the intricacies of a smart contract and more about how it saves them time, money, or hassle.
Remember, we're not selling blockchain - we're selling the solutions it enables.
💡 Invest in UX
A user-friendly interface isn't a luxury; it's a necessity. This is where we need to take a leaf out of the Web2 book. Whether it's Facebook, Amazon, or Google, the user experience is seamless. Our Web3 products need to offer the same level of simplicity and ease of use.
If our product is a racecar, the UX is the steering wheel. No matter how fast it can go, without a way to control it, no one's going to take it for a spin.
💡 Build Trust
Trust, like respect, is earned, not given. If we want users to trust our Web3 products, we need to demonstrate that they provide the same (or better) level of security, reliability, and customer support as any centralized alternative.
It's like moving from a neighborhood you've lived in for years to a new city - you're going to need some assurances before you pack your bags.
💡 Highlight Practical Benefits
Last, but not least, we need to highlight the practical benefits of our products. Whether it's cost savings, better privacy, or unique capabilities, show users how your product can make their lives better, easier, or more fun.
Remember, if the only thing your product offers is a trip to the moon, make sure it's a comfortable ride and there's decent food on board.
The journey of educating, earning trust, and improving our products to cater to Web2 users is a marathon, not a sprint. Like Rome, the decentralized internet won't be built in a day. But with patience, persistence, and a user-centric approach, we can bridge the gap.
If history is any indication, great technology, combined with effective marketing, can spark revolutions. And in this case, it's not just about building a new internet. It's about building a better, more equitable one. So, buckle up, my friends, and enjoy the ride!
If you found this post useful, follow me for more insightful tips daily, or DM me if you'd like my help! If you know an early-stage web3 startup founder or a marketer that is struggling to onboard the right kind of users, share this with them and provide value!
You can connect with me here
Website - https://paranoxialabs.xyz/
Twitter - https://twitter.com/ParanoxiaLabs
When it comes to promotion, a Google Ads campaign is a very good idea. I recently read about Google Discovery Ads. I recommend this post on the subject: https://gamerseo.com/blog/what-are-google-discovery-ads-and-their-benefits/
Sum it up: Messaging/positioning for 
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When it comes to promotion, a Google Ads campaign is a very good idea. I recently read about Google Discovery Ads. I recommend this post on the subject: https://gamerseo.com/blog/what-are-google-discovery-ads-and-their-benefits/