Hi, dear Web3 enthusiast! My name is DariaI am a host from Decentralized voices Podcast, an active member of the ETHEREUM community and know a lot about the product, marketing and human aspects of Web3. Recently, I have seen more and more posts about “lack of marketing talent” in Crypto. An interesting timing: This narration appears to have decreased with low prices.
I want to share my vision in the current marketing situation: What is happening and what is the approach that I believe in.
Technology for marketing
Therefore, let’s start from the eternal conflict between the technical team and marketing. Most of the founders of Web3 are artistic geniuses and visions, but when it comes to marketing, many treat this like a suspicious smart contract. They have seen projects to the “Moon” that were designed in the disaster, and they are equal to marketing with the manipulation and sales that exceeded.
Many say, “We are not marketing,” in the case when the project is marketing, but the team pretends to be doing this because of the position of “everything about the product.”
I remember the reactions obtained by one of the founders participating in Berarashain when he published that the team was not marketing. It should be familiar with the Berachain project well laughing now because the team is doing a very good promotional work, starting with hiding behind the bear masks, and the women of women end excessive bears.
In the maximum 2018, I worked with one of the first L2 projects in space. Men wanted to attract big investors, but they were sure that their public relations strategy depended on publications in scientific magazines. They have been active to promote the project actively because, in their minds, marketing was “ICO”.
Later, I realized that it was a typical for many projects in Blockchain.
Listen to me:
There is no defect in using marketing tactics. The game has changed radically in the past years, and develops while reading this article. If you still think marketing is a dirty word, you are playing an outdated version of the game.
I can compare marketing with sports. You do not need to practice yoga, running, or tennis to survive, but it helps keep your body healthy and exciting. Sport makes us more productive and attractive to others. The same applies to your project: wonderful marketing is not just cute. It makes your product more clear, more attractive, and more likely to win users, partners and supporters.
Is it acquired from doubt?
Let’s be honest. These doubts of technology did not show anywhere. Each exhausting person of endless shillings for hollow projects and shaded marketing tactics where people and their data are seen as products for sale.
I also see that many marketers go beyond deep work, fail to really understand the project or use tactics without a clear understanding of the work goals and the reason and the result behind their actions.
For this reason, I swear to marketing into three categories:
- He tells a story, builds confidence, nurtures long -term relationships on the basis of values.
- It chases noise and viral effect. It may seem more effective and enjoyable compared to the first self, but it may lose its speed when the novels change. You cannot play the long game with this and keep excitement at a high level.
- The third focuses on active sales (often aggressive) without values ​​in the first place. Tons of direct messages without identifying the recipients and their projects, and the median desire to conclude a deal is the symptoms of this type of marketing.
I prefer the first category. This is the type of marketing that web3 needs, especially when it is still seen as a shadow of the outside world.
Therefore, we now know the problems of both sides, but there is also a challenge in the industry.
Garden garden problem
Web3 welcome and exclusive at one time. It loves the space to talk about decentralization and open doors while creating a walled garden at one time as it is seen as external if you are not deep enough in Twitter Crypto.
Marketers coming from traditional startups or companies sector are rejected, even if they ship huge campaigns for major brands. It is sad for that Great professionals must reduce the value of your previous experience In other outlets if you want to join the Web3 space.
Straining companies are struggling with the messages of the brand consistent or strategy, but they reject good marketers because they do not have their direct competitors in their governorates.
This approach creates the circumstances when Projects are trying to struggle for 5 people in the market, ignoring 500 others and complaining about “lacking talent.”
There is always a wonder why projects cannot attract high -quality talents with the need to be “Degen by Nature”, “Strategic and Great Defender”, and “active in Crypto Alpha Chats and DeV societies.
One of the well -known L2 projects requires that marketing candidates obtain a master’s degree in mathematics or physics. Let me ask you, how many mathematics graduates do you know who dreams of writing Twitter threads and organizing community meetings?
Marketing are marketing marketers
Another issue: the labor market for the web3 markets is a functional defect. There are not many open roles, and only a few really desired roles. Some founders do not know how to evaluate the marketing talents that refer to the followers on Twitter or direct competitors in the CV. So we end up with A strange dead, where marketers must market themselves more than the projects they work for.
You can see “growth” with thousands of followers, but there is no experience in expanding the scope of a real product with a long -term vision and strategy. As a candidate, I was rejected from a role because I had no 20,000 followers by a person with 20 thousand and 2-5 likes for each job. Should I explain the origin of these “followers”?
This influential mania-Metrics is quality reduction. The number of followers does not reflect the strategic depth.
To get these large numbers in followers, you need to do something exceptional or be online permanently. If someone runs 24/7, when does he work?
Music hosts side events at conferences such as ETHCC or Devcon to display their importance. But here is hunting: it is mostly marketed. The founders are rarely showing.
Web3 people, it’s time to grow
Web3 Tech ripens faster than marketing. Projects that will dominate the next bull race will not be just those that have the most innovative technology – it will be that they can already explain their value without wandering in people’s eyes.
Founders, If you want your project to flourish, it’s time to change your marketing point of marketing. This is not about Shillin. It comes to narrating stories, strategy, building systems, expanding the scope of sustainability, and gaining confidence. Marketing is not optional, especially when the era of “cheap money” ends. In a crowded space with increasingly high shares, this separates real traction projects from those that fade quietly.
You will never find someone who can be a mature strategic expert, and someone who finds a product suitable for you, can also write great texts, make videos, organize events, and be a very loved person by society. Such people do not exist and will never do that.
You do not need marketers who can complain or prepare a miracle in one day; You need those who can construct confidence and relationships constantly between the product and the public.
Marketing, Defend your limits and do not be afraid to ask uncomfortable questions (for founders and stakeholders). If the project founder is not able to answer questions from who is the target audience, how the project will expand, and what strategic challenges faced by the marketing team, then thought twice before jumping on the burning train. Of course, you have a great understanding of the product, market and novels, and to be a few steps away. In Web3, you cannot be non -technical.
What do you think of the current situation of web3 marketing? Write your thoughts in the comments and share this article with your friends!
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