Hello, dear web3 enthusiasts! My name DariaI am something Decentralized sounds Podcast is an active member of the Ethereum community and knows a lot about the product, marketing and human sides of the web3. Recently, I have been increasingly sending more and more sending about “lack of marketing capability ındaki in the crypto. Interesting timing: This narrative seems to have increased as prices have fallen.
My vision is the current marketing status: I want to share what is happening and what approach I believe in.
Tech vs marketing
So let’s start with the eternal conflict between technical team and marketing. Most Web3 are founding technical geniuses and visionary, but when it comes to marketing, many act as a suspicious smart contract. They have seen these “Aya Aya” projects, which resulted in disaster, and equalize marketing with manipulation and aggressive sales.
Many say, “We do not marketing ,, but the team pretends to do not do because of the position“ everything is about product ”.
I remember how much feedback he received when one of Berachain’s founders reported that the team was not marketing. Those who are familiar with the Berarachain Project should have a good laugh because the team is doing their promotions very well, hiding behind the bear masks, Hyper Bearbuddies finishes the women’s community.
In Far 2018, I worked with one of the first L2 projects in the field. The children wanted to attract large investors, but it was confident that PR strategies were connected to publications in scientific journals. They refrained from actively introducing the project because it was something that marketing “ICO scammers ında in their minds.
Later, I noticed that it was typical for many projects in Blockchain.
Hear me:
There is no shame to use marketing tactics. The game has changed radically in recent years and develops while reading this article. If you still think that marketing is a dirty word, you play a fashionable version of the game.
I can compare marketing with sports. You don’t need to do yoga, run or play tennis to survive, but they help keep your body healthy and sexy. Sport makes us more productive and attractive for others. The same goes for your project: Great marketing is not just a good thing. It makes your product more visible, more attractive and makes users, partners and supporters higher.
Is skepticism won?
Let’s be honest. This skepticism from technology people did not appear anywhere. Everyone is exhausted from the endlessness of hollow projects and shaded marketing tactics, where people and their data are perceived as products to be sold.
I also see that many marketers have skipped deep jobs, that they cannot really understand the project, or that they use tactics without clearly grasp the cause and effect behind their business goals and actions.
So I divide marketing into three categories:
- It tells a story, creates trust and nourishes long -term relationships based on values.
- Hype and viral effect of buckets. It may seem more effective and fun compared to the first, but may lose speed when narratives change. With this you cannot play the long game and keep the excitement high.
- The third is focused on active (usually aggressive) sales that are basically non -worthy. A obsessive desire to make tons of direct messages and agreements without learning their buyers and projects are the symptoms of such marketing.
I prefer the first category. A kind of marketing that Web3 needs is still seen as shaded by most of the outside world.
So, now we know the problems of both sides, but there is also an industry difficulty.
GARDEN GARDEN PROBLEM
Web3 is hospitable and special at a time. The venue likes to talk about the decentralization and open doors, and at the same time it creates a walled garden that you see as a stranger if you are not deep enough on the crypto Twitter.
Even if they have sent big campaigns for large brands, marketers from traditional initiatives or corporate sector are rejected. So sad Great professionals have to evaluate your previous experience If you want to join the web3 field in other niches.
Beginners are struggling with a consistent brand messaging or strategy, but they reject good marketers because they do not have direct competitors in their portfolios.
This approach, The projects are trying to fight for 5 people in the market, ignore the other 500 and complain about “lack of talent”.
There is always a curiosity that the projects cannot attract quality skills that require that the projects be active in “strategic and big painting thinkers” and “crypto alpha conversations and developers and developers.
One of the well -known L2 projects requires marketing candidates to have a master’s degree in mathematics or physics. Let me ask you, you know who dreams of writing Twitter and organizing community meetings?
Marketers are marketing marketers
There is another problem: the labor market for web3 marketers is dysfunctional. There are not many open roles and only a few are really desirable. Some founders do not know how to evaluate their marketing capabilities by referring to followers on Twitter or direct competitors on CV. So we end It is a strange commodity that marketers need to market themselves more than the projects they work for.
With thousands of followers, you can see “growth potential customers ,, but they do not have a real product scaling experience with long -term vision and strategy. As a candidate, I was rejected from a role because I didn’t have 20,000 followers by someone with 20k and 2-5 likes per writing. Should I explain the origin of these “followers ??
This impressive metric obsession dilutes quality. The number of followers does not reflect the strategic depth.
To get these big numbers in followers, you need to do something extraordinary or be deadly online. If someone connects 24/7, when do they work?
Marketers host side events at conferences such as ETHCC or Devcon to exhibit their relevance levels. But here’s the capture: Mostly marketers participate. The founders rarely emerge there.
Web3 folks, it’s time to grow
It matures faster than web3 technology marketing. The projects that will dominate the next bull run will only be the most innovative technology projects – projects that can explain their values without girming their eyes.
Founders, If you want to develop your project, it’s time to change your marketing view. It’s not about this shill. Storytelling is about strategy, building systems, sustainable scaling and gaining trust. Especially when the “cheap money” period is over, marketing is not optional. In an increasingly risky crowded area, this is what distinguishes projects from quietly disappeared in real traction.
Degen, a mature strategist, you will not find a person who finds a suitable product market for you, who can also write great texts, edit videos, organize events and deeply loved by the community. There are no such people and it will never happen.
You do not need marketers who can or promise you a miracle in one day; You need those who can constantly trust and establish relationships between a product and mass.
Marketers, Stand up for your limits and don’t be afraid to ask questions (for the founders and stakeholders). If the project founder cannot answer questions about who is the target audience, how the project will be scaled and the strategic challenges faced by the marketing team, think twice before jumping into the burning train. And, of course, have a great understanding of the product, market, narratives and be a few steps ahead. You cannot be technical on web3.
What do you think about the current status of web3 marketing? Write your thoughts in comments and share this article with your friends!
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