What you will get from this article
- Understand what Web3 is
- Understand what Web3 marketing is
- Learn how to follow Web3 trends
- Learn about Web3 Content Marketing
- Learn about Web3 Influencer Marketing
- Learn about Web3 Community Building
What is Web 3.0? The Revolution of the Internet
Ever heard of Web3 or Web 3.0 and wondered what it means for marketing?
Before we go through Web 3.0 marketing, let’s understand Web 3.0 first! How it formed — and what happened to Web 1.0 and Web 2.0.
The very first wave of the internet was Web 1.0, which started in 1994 and ended around 2000. The main characteristic was a static page of information consisting of text and graphics.
The second generation was Web 2.0 which mainly increased interaction, user-generated content, and social networking feature, allowing people to post, comment, and share content with other users.
We can see that Web 2.0 brought social media sites such as Facebook, Twitter, and Instagram which greatly shifted how people can communicate and interact through the internet.
So, what is Web3 or Web 3.0?
Basically, Web 3.0 is the next generation of the internet, built on blockchain technology, that will fundamentally change digital experiences.
It involves semantic web technology and artificial intelligence. It is not a separate web but an upgraded version of Web 1.0 and Web 2.0 shifted from centralized to decentralized platforms.
Web 3.0 main characteristic is by creating a virtual world within the internet through websites that allow you to interact and buy products.
geekforgeeks.org breaks down the differences of Web 1.0, Web 2.0, and Web 3.0
Key elements of Web 3.0
But what exactly is Web3 marketing and how can you take advantage of it?
This guide will walk you through everything you need to know to get started with Web3 marketing for your business.
What Is Web3 Marketing?
As Web3 refers to the next generation of the internet, focused on decentralization, blockchain technology, and token-based economics — Web3 marketing involves reaching audiences and promoting brands in this new digital landscape.
Web3 communities are built on blockchain-based platforms, cryptocurrencies, and NFTs (non-fungible tokens).
It opened a new business opportunity for brands and marketers — which means new opportunities to connect with customers in innovative ways.
Although Web3 can seem unfamiliar, marketers have to engage audiences on these platforms and in new ways to catch up with the technology and trend.
How to follow Web3 trends:
- Launching an NFT collection. Brands can design unique digital assets and sell them to fans and customers. This raises brand awareness and generates revenue.
- Sponsoring influencers and creators. Web3 influencers promote brands to their audiences on platforms like YouTube, Twitch, and Discord. Sponsoring influencers is an easy way for brands to tap into Web3 communities.
- Building in the metaverse. The key to Web3 marketing is to start learning and experimenting now. Virtual worlds like Decentraland and The Sandbox are popular in Web3. Brands can establish a presence by purchasing virtual land and creating experiences. This allows direct engagement with customers.
- Promoting crypto exchanges and wallets. Platforms like Coinbase, Binance, and Trust Wallet are essential Web3 tools. Brands can advertise on these platforms to reach millions of crypto users and investors.
- Accepting crypto payments. By accepting cryptocurrency payments, brands make themselves relevant to Web3 audiences. Customers can pay for products and services with digital assets, which is convenient for them and beneficial for brands.
“Marketing core concept is always the same, but when it involves evolving technology, don’t treat it the same.”
Web3 Content Marketing: Creating Educational Content Around Web3
You need to establish your expertise in this emerging space to stay ahead of the curve.
One of the best ways to do that is by creating educational content around web3 concepts and topics.
Explain Web3 Basics
Start with the fundamentals. Explain what web3 is, how it’s different from web2, and why people should care about this next evolution of the internet.
Discuss things like decentralization, blockchain, cryptocurrency, NFTs, and DAOs. Break down how these technologies work in simple terms.
Share blog posts, videos, podcasts, and newsletters to establish yourself as a helpful resource.
Highlight Web3 Opportunities
Show how web3 can benefit businesses and communities. For example, discuss how NFTs give creators new ways to monetize their work or how DAOs enable more democratic business models.
Explain the possibilities for smarter contracts, more transparent supply chains, and other web3 use cases.
Share Web3 Resources
Point people to helpful web3 resources, tools, and communities. Curate lists of the top web3 influencers to follow, podcasts to listen to, newsletters to subscribe to, and events to attend.
Review and recommend web3 tools, platforms, and software that you genuinely find useful.
Becoming a trusted source for web3 information and advice is key.
Address Misconceptions
Don’t shy away from addressing common myths and misconceptions about web3.
Explain complex topics in a balanced, easy-to-understand manner. Discuss the risks and rewards, pros and cons.
Acknowledge the speculation and hype but focus on the underlying possibilities. Your goal is to educate, not preach.
Web3 Influencer Marketing: Finding the Right Partners
Finding the Right Influencers
The key to successful Web3 influencer marketing is partnering with influencers who are authentically passionate about blockchain, crypto, and Web3.
Their audiences will likely share that passion, so the message will resonate more.
Look for influencers active in Web3 communities who:
- Create educational content about Web3 topics. Their followers want to learn, so they’ll appreciate a brand that supports learning.
- Focus on a specific niche like NFTs, DeFi, gaming, or the metaverse. Their specialized knowledge and engaged audience make for an ideal partnership.
- Have a mid-size, targeted following. Influencers with 10,000 to 100,000 highly engaged followers often have the strongest impact. Their audiences tend to be very loyal and receptive to recommendations.
- Are transparent about brand deals and sponsorships. Audiences will trust influencers who are open about commercial relationships, as it shows their integrity.
Once you’ve identified potential partners, reach out to them and be upfront about your goals.
Explain your product or service, why you think they’d be a great fit, and how their audience would benefit. If interested, set up a call to discuss details.
Be willing to give them creative freedom to produce content in their own style.
Compensating Influencers
Web3 influencers should be compensated, at a minimum, in the crypto or tokens of the project they’re promoting.
This gives them a stake in the success of the campaign and the project itself. You might also offer:
- Revenue or profit sharing is based on the performance of their promotion. This powerful incentive motivates them to drive real results.
- Exclusive NFTs, especially for influencers promoting an NFT collection. The NFTs can become valuable over time, and give them special status in the community.
- Free products or services to experience what they’re promoting firsthand. This will make their endorsements much more authentic and compelling.
- Cash payments for their time, content creation, and use of their audience platform. Be willing to negotiate fair rates based on the influencer’s reach and typical compensation.
By finding the right Web3 influencers and offering them incentives aligned with the ethos of blockchain and crypto communities, you'll gain access to audiences primed to become customers and loyal community members.
Web3 Community Building: Engaging Your Audience
Building a community around your Web3 product or service is key to growth and success.
Engage with your audience by starting discussions and asking for feedback on your projects. Answer questions and provide helpful information.
Engaging with your audience in authentic ways will turn them into loyal supporters and fans.
Be transparent
Share behind-the-scenes details about your company and team. Your community will appreciate the honesty and feel more invested in your journey.
Host live streams
Live streaming is a great way to directly engage with your community in real-time. Host Q&A's, product demos, or just casual chats.
Keep the content light and entertaining. Viewers can get to know you and will become more dedicated supporters.
Create a Discord channel
Discord is ideal for building Web3 communities. Set up different channels for various topics of discussion.
Make yourself available to answer questions and join in conversations. A Discord group gives people a place to connect over common interests.
Organize online and in-person events
Events are a fantastic opportunity for community building.
Host watch parties for product launches, organize local meetups or plan larger conferences and workshops.
Make events interactive and focused on community connections.
Incentivize and reward your community
Find ways to recognize and reward your most dedicated supporters.
Offer exclusive perks and swag, set up a referral program, or create a system where people can earn status and rewards.
Making people feel valued and special will strengthen their connection to your brand.
Provide Value
Look for ways to provide value to your community members.
For example, if you're marketing an NFT project, consider offering exclusive benefits like airdrops, early access to new NFT collections, or discounts on secondary market purchases.
For a blockchain startup, offer tools, resources, or subscriptions to make life easier for your users.
Other tips for Web3 marketing include:
- Build profiles on Web3 social networks like Torum, DeSo, and Lens.
- Sponsor Web3 conferences and events. Set up a booth to raise brand awareness.
- Advertise on Web3 publications, newsletters, podcasts, and YouTube channels.
- Create an ambassador or influencer program to spread the word about your project.
- Optimize your website for Web3 search engines like Blockspot and Blockscan.
- Issue a native token or governance token to increase loyalty and participation.
Final Thoughts
The key to Web3 marketing is to start learning and experimenting now.
Follow influencers in the space. Explore virtual worlds and marketplaces. Mint some digital collectibles.
See what your competitors are up to. Web3 may seem unfamiliar, but the opportunities for brands are real.
The future is happening, ready or not. But by understanding this new frontier of the internet, brands can shape how they'll connect with customers in virtual spaces in the years to come.
