How should Web3 start-up projects carry out product marketing?

Matti

2022-11-19 15:33

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Original title: "Marketing In The Bera And Beyond - A Guide For Serious Crypto Founders "

Original author: Matti

Original compilation: Kxp, BlockBeats

We recently had a call with a founder who was struggling with product pitch. He complains that he has been trying to get likes on tweets, encourage engagement, strengthen PR, and spend $20,000 a month on the marketing team, but it has not been effective.

Today, the founder is a builder in his own right. He is a technology enthusiast, not a "reader" like Tai Lopez. Not only did he build a really good product with a viable vision, he also solved many problems for other developers. Plus, the product he designed was a B2B rather than a D2C product. So in my opinion, he doesn't care about the number of likes at all.

The market environment of bear market and bull market is very different, so we should also adopt different marketing strategies . To this end, in this article, I will discuss my views on marketing strategies and analyze their effectiveness.

Focus on core members

As shown in the figure below, few projects can really have community members with high loyalty and strong willingness to participate. People are often driven by interests to join the Crypto community:

We should focus on the core areas of the graph, the people who really love the product and are happy to use it. Other community players may not be as important as most of them are purely for profit. Therefore, what we should pay most attention to must be those "core" participants.

They may not be many in number, but they are a group of loyal developers and experienced users. If you don't have these core users yet, you'd better find them soon.

In the eyes of many people, the number of fans is king. But in fact, for any brand, users who are willing to interact with it frequently and recommend products to friends around them are more critical. Only projects that have mastered the core users can be in the best position when the market is down, and iteratively produce truly meaningful PMF.

Take action

Assuming you are preparing to release a beta version of your product and plan to write a copy to introduce the innovative advantages of this product, then at this time you should not invest money in the following A few aspects:

·Marketing agency

·Marketing team that burns money

·PR articles

·Chain Sponsored Event Booth

·Social Media Advertising

Other unnecessary things include:

· Blindly pursue the number of likes and fans

· Excessive attention to Token price

· Publish super long white papers and expect people to read

If your project If you're just getting started, make sure you start with the basics, such as visiting hacker house events and organizing small parties instead of participating in large events. You must find your core audience, because they are the most critical users. As Paul Graham said ten years ago, "we should first do those things that don't scale" (doing things that don’t scale), this thought is still very instructive.

The founder must know more about the project than other members of the project, so in the process of acquiring core users, the founder Even if people have to put in a lot of energy, they should do it by themselves, so as to achieve the best results. They should talk to everyone they meet and tell users about the tangible difference their product can make in their lives.

If you just send a tweet, people may forget you very quickly. But if you spend ten minutes explaining the benefits of your product all the time, the likelihood that users will remember your product is much higher.

To get core users, most founders have to contact real users early in the project , and then convey the concept of the product. The reason is that these users are the key to the natural growth of the brand community. Only when the community has grown to a certain size, can community managers and marketers enter it to maintain it.

Some founders are lucky to get their core audience right from the start, while others need It takes a lot of practice to do this. It should be noted that a small but loyal and reliable community is always more precious than those with many users but lack of participation, because only a tight-knit community can promote communication and iteration, thereby laying a solid foundation for the future growth of the project.

Conclusion

If you already have a great product, but can't find an audience, then your best marketing method at this time should be:

· Meet face-to-face with potential users

· After forming a network of loyal users or community contributors After a small team, choose a segmented field to make podcasts and write articles, and recruit managers for the community

After getting early users, you can start making memes and build your own marketing and business Developing the team

· Use Token carefully as a means of user acquisition, because free things often do not achieve the expected results

These methods are not only applicable to the bear market, but also to realize Crypto marketing Strong initiatives for sustainable development. In a bull market, even the most uninteresting proposals can create untold wealth, and all else becomes trivial in the face of huge gains.

In a bear market, we must not only try our best to convert speculators into our own users, but also pay attention to the priority of strategies. Investing too much in marketing too early won't bring you any returns. Only by doing it gradually and starting small can you really get the growth of your product. In other words, there is no shortcut to success, we always experience twists and turns.