{"id":150952,"date":"2023-09-06T21:37:53","date_gmt":"2023-09-06T16:07:53","guid":{"rendered":"https:\/\/dripp.zone\/news\/?p=150952"},"modified":"2023-09-06T21:37:53","modified_gmt":"2023-09-06T16:07:53","slug":"why-traditional-marketers-fail-in-web3-avoiding-these-failures-crypto-news","status":"publish","type":"post","link":"https:\/\/dripp.zone\/news\/why-traditional-marketers-fail-in-web3-avoiding-these-failures-crypto-news\/","title":{"rendered":"Why traditional marketers fail in Web3: Avoiding these failures – Crypto News"},"content":{"rendered":"
\n

\u201cYou can fork code, but you can\u2019t fork a community.\u201d I wish I had come up with this gem of a saying. I use it extensively. I also wish I knew who to credit it to. Heard it on a podcast several years back, and it hit me like a ton of bricks.\u00a0<\/p>\n

2023 marks my 10th anniversary working in the blockchain industry \u2014 primarily in community and marketing. The number one lesson I have learned is how valuable communities are: how powerful they are, and how unique each one is. And, they\u2019re the only reason your projects can become a success or failure.\u00a0<\/p>\n

You can replicate marketing plans, you can fork Github repos and you can poach developers and other professionals from your competitors. However, if there is one thing you cannot do, it\u2019s copying and pasting a community \u2014 no matter how hard you try.<\/p>\n

The community is not your client base<\/strong><\/h3>\n

Over the years I\u2019ve witnessed the tragic demise of several accomplished and veteran traditional chief marketing officers. I\u2019ve witnessed great projects slam into a go-to-market dead end. Projects treating the community as a nuisance they are forced to tolerate, simply copying what others are doing and forcing it to fit in tend to not do well. They pretend to care for the community publicly while ignoring their value internally.\u00a0<\/p>\n

In Web2, you have customers and clients. You have sales targets and KPIs to meet. Your goal as a marketer is to convince people your product is better than the next. You know your client\u2019s identity. You own their data. You grow your customer base through advertisement dollars. The communication is generally one-sided. You offload interactions onto Customer Service to deal with any complaints.\u00a0<\/p>\n

How to market to a Web3 crowd<\/strong><\/h3>\n

It really is quite simple. You\u2019re not selling anything. You\u2019re raising awareness, and letting people figure out why you matter all by themselves. Don\u2019t even try to convince anyone about anything. Your only KPI is to keep people interested.<\/p>\n

It\u2019s all about the mindset, acknowledging the radically different ethos and user behaviour compared to Web2. Respect the original broad stroke principles of the anarchic-cypherpunk manifesto that permeates between the lines of Satoshi\u2019s white paper. If you didn\u2019t understand this previous sentence, that is your core issue.\u00a0<\/p>\n

In Web3 you have users, not customers and clients. Together, they form a community. A community is like having a big family with new members every day. It is all about nurturing relationships with \u2014 for the most part \u2014 anonymous individuals on the internet. It\u2019s about making friends with avatars who have a common interest. Treat everyone like they\u2019re your best friend.<\/p>\n

The code for many projects is open-source. Anyone can audit it. The community owns the project through token holding and governance. Your project\u2019s wallets are auditable too. There is zero tolerance for foul play. The beauty lies in the eyes of blockchain explorers. Treat everyone with the same level of respect as you would the Internal Revenue Service. Radical transparency is key. \u201cDon\u2019t trust, verify.\u201d<\/p>\n

Understand you have subsets within your community with different interests, and become obsessively interested in each and every one of them. Treat every individual as a VIP, and cater to their individual needs.<\/p>\n

\u201cWe\u2019ll just throw money at the problem\u201d<\/strong><\/h3>\n

The last thing you do is spend from the prototypical marketing budget. It simply doesn\u2019t work until you reach a critical mass of users when your community is thriving. Spend your energy fostering a welcoming and fun place for folks to congregate in. Invest in quality community managers rather than marketing leads. Word of mouth will vastly outperform any PPC or PR campaign.<\/p>\n

User acquisition is easy. Retaining people is hard. Ask yourself, \u201cWhat is it that makes people come back every day?\u201d<\/p>\n

This is your entire marketing strategy boiled down to one sentence.\u00a0<\/p>\n

Your community is not a currency, it\u2019s a store of value<\/strong><\/h3>\n

In the ever-evolving landscape of Web3, true value isn\u2019t just tokens or coins that change hands. It\u2019s the collective heartbeat of a community, the shared passion and vision that drives projects forward. Traditional marketing metrics and strategies fall short in this realm, not because they\u2019re inherently flawed, but because they were designed for a different era \u2014 a different mindset.<\/p>\n

Web3 is more than just a technological evolution; it\u2019s a cultural renaissance. It\u2019s a space where centralized hierarchies are flattened, and every voice, no matter how soft, has the potential to echo with impact. In this brave new world, the community isn\u2019t just an audience; they\u2019re co-creators, stakeholders and always the lifeblood of a project. They don\u2019t buy a product; they buy into a vision, a dream and a promise of a decentralized future.<\/p>\n

As we journey deeper into the Web3 era, it becomes evident that while tokens may fluctuate in price, the true store of value is the trust, passion and commitment of a community. They don\u2019t merely transact; they transform. They don\u2019t just invest; they inspire.<\/p>\n

In the world of Web3, where the tangible often blurs with the intangible, remember this: Your community\u2019s value isn\u2019t just in what they give, but in what they represent. Through bull markets and bear markets, cherish them, for they are the bedrock upon which lasting legacies are built.<\/p>\n

Tiago Ser\u00f4dio is an accomplished growth marketer and community professional who specializes in hyper-scaling projects.<\/em><\/p>\n

This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u201cYou can fork code, but you can\u2019t fork a community.\u201d I wish I had come up with this gem of a saying. I use it extensively. I also wish I knew who to credit it to. Heard it on a podcast several years back, and it hit me like a ton of bricks.\u00a0 2023 marks […]<\/p>\n","protected":false},"author":2,"featured_media":150953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[235,203,210,234,231,232,237,238,236,233],"class_list":["post-150952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blockchain","tag-bitcoin","tag-crypto-currency","tag-elon-musk","tag-ethereum","tag-hyperledger","tag-ibm","tag-mining","tag-nodes","tag-spacex","tag-tesla"],"_links":{"self":[{"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/posts\/150952","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/comments?post=150952"}],"version-history":[{"count":1,"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/posts\/150952\/revisions"}],"predecessor-version":[{"id":150954,"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/posts\/150952\/revisions\/150954"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/media\/150953"}],"wp:attachment":[{"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/media?parent=150952"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/categories?post=150952"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dripp.zone\/news\/wp-json\/wp\/v2\/tags?post=150952"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}