How Can Web2 Marketing Boost Your Web3 Project?

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Although the adoption of web3 is rising exponentially and will probably occur much faster than the global adoption of the internet when it first emerged, the truth is that we all, the mass, are still heavy users of web2 channels.

And this is why we can and should use digital marketing and include web2’s channels to reach a broader audience for any web3 project. Once we get early adopters from web2 to the new web, a great strategy will be to use web3 tools to create truth engagement with the audience. Web3 has built unique communities since the first projects were launched.

And finally, we can also use web3 tools to engage with people while they spend time within web2.

So let’s reflect on how to build this web2 – web3 bridge, starting with the upper funnel and trying to reach as many prospects as possible.

Let’s review 4 key points:

How can we use existing web2 channels potential, and how does this link to web3?
Who is our buyer persona?
How mature is this solution offered in the market?
In which web2 specific channels are they spending their time?

Web2 channels potential, and the link to web3

I have already observed many web3 projects that do not want to include any paid channel within their marketing strategy. This wrong idea is a complete topic, so let’s develop it in a future post. In the meantime, we can focus on the whole picture.

I think they are getting confused because of some prejudices, and I will try to make some points clear and be practical at this point:

Web2 ads are not relevant
Web2 ads are too invasive
Web2 content is not authentic

We can discuss our own opinion about all these points. Still, the truth is that even if these points were valid in all cases, then we would have a huge opportunity to make things better and rapidly get a relevant impact on our audience with our web3 service or product.

We can find a competitive advantage in using paid media tools in web2 if we create the right strategy and launch an appropriate implementation. We still have the opportunity to reach massive audiences while everyone is still on web2.

But why do we need to go paid in web2 if we want to boost our reach? The answer is simple. Organic reach on social media died a time ago. Algorithms drastically reduced it. Even if you already have a community following you, no matter how many followers, you can only reach a small percentage on each action (generally below 5%). So if we are talking about assuring a boost and significant growth, we will need to pay for this reach regarding impressions volume and relevant content creation.

There are indeed exceptions to this last point. For example, we can get huge organic reach in Tik Tok by using the appropriate content and format. And we can also work with influencers to hack Instagram algorithms and amplify the impact. But the truth is that we cannot control it, so we should not rely on this kind of growth lever solely to build our upper funnel impact.

The bridge between web2 and web3 needs to be built by understanding and using web2 tools, while web3 continuous growth happens. Web3 apps still need to be accessed by a wallet. Although the number of wallet users is growing exponentially, the penetration is still shallow.

https://otherwayround.net/metamask-statistics/

There are still entry barriers to Web3 that need to be overcome. An excellent place to do so is web2, by meeting and educating the mainstream end user in a more user-friendly context.

And at the same time, start to bring new web3 technologies closer to everyone. Web3 tools and spaces such as NFTs, wallets, and the metaverse will be the key to building marketing strategies focused on generating significant value for communities formed by all the project stakeholders.

Who is your buyer persona?

This one is an important question to have in mind before deciding to invest in web2 to grow your audience. And to define where exactly to go and meet prospects.

Does your buyer persona have a technical profile? If this is the case, our potential audience will probably be smaller than if we target end users of a certain dapp, for example. But the audience will still spend a lot of their time on web2. So, either targeting technical or non-technical buyer personas, we will be able to reach them at some point in web2 channels. We can find specific media to get any digital tribu we can think of.

Many opinions defend that Gen Z cannot be reached with conventional media or ads. I am afraid I have to disagree with this belief if we understand this as marketing actions in web2. For example, 60% of TikTok users are Gen Zers.

Knowing and testing each web2 marketing channel along the conversion funnel is essential to understanding how to approach users. It is not about the marketing action itself; it is about how you are marketing to your audience. Web3 projects and brands can use marketing strategies in web2 to provide value and attract users. They can be instrumental by sharing messages and content to introduce and explain their solution or to start an authentic relationship based on truth and care with potential clients.

How mature is this solution offered in the market?

This question is also relevant to defining the customer journey and the kind of content you need to create. The content strategy is crucial for new tech solutions as it is for all the innovative initiatives we can find in web3. Leading projects will have the paper of teaching and educating early adopters if they want to see their community and potential users grow. The good thing is that this investment can be a winner from the beginning. It will contribute to developing a pioneer position for your initiative, which can come with authority in the market, notoriety, and engagement with one of the first existing brands in the field. And this result is also precious creating potential users’ top-of-mind advantage.

If we are talking about a solution at a more advanced stage and other competitors are already doing that job, you can save that investment. And you can create content about how your solution provides more value for the customer. And how it is better and more complete by focusing on your competitive advantages. But if you want to reach new users and not only impact your competitors’ clients, you will also need to define specific content for this upper funnel as part of the marketing strategy.

Once you generate traffic and first responses, you need to launch a specific strategy to build a long-term relationship by using remarketing and marketing automation initiatives to be more efficient and drive followers’ growth—uncountable tools to do so are available in web2.

So the answer to this question will be important to understand how your content can provide more value in each marketing funnel phase.

And finally, in which web2-specific channels are they spending their time?

This last question is key to defining a winner mix of marketing channels. It is as essential to choose the proper channels as how we use them. Web2 offers the appropriate channels for each particular moment of the potential user customer journey.

For instance, we can reach broad audiences based on interests or behaviors. We can work the brand top-of-mind on people already familiar with us. Or we can provide value to people already seeking the best option to cover their needs.

I will soon share a scheme to show you which web2 channels offer the best solutions for each phase and illustrate a marketing funnel to help you build this web2 – web3 bridge.

So this is how we can work in the convergence of web3 platforms gaining awareness and new clients by using web2 marketing channels to reach mass adoption. Let’s work on a global strategy to build a consistent bridge between web2 and web3, accompanying the mainstream in progressively adopting the new web innovations.

And I will also deepen in a new post on how web3 tools are already an excellent option to vitamin up your marketing strategy in web2 and how to build engagement in web3 communities.

Are you working on a web3 project? Feel free to contact me if you need help with your Marketing Acquisition and Growth Strategy.