Web3 Frontier: Marketing Experience Sharing in the Encryption Field

Marketing in the encryption field differs significantly from that in traditional technology industries. This article summarizes the experience shared by several seasoned practitioners, covering practical experiences in areas such as reputation building, developer community operations, talent recruitment, token issuance, and founder image shaping.

Main Points

• The biggest challenge in cryptocurrency marketing is the extremely small target audience.
• The characteristics of the encryption circle are small in scale, low barriers to entry, and easy to establish influence.
• The essence of encryption marketing is ecological coordination.
• The core of the activity strategy lies in precisely targeting the audience.
• The operation of the developer community requires precise value resonance.
• Building an influential encryption brand requires deep connection with the founders.
• The positioning of Layer 2 projects needs to balance resource endowments.
• Developer Relations ( DevRel ) should be integrated into the overall marketing system.
• A successful developer ecosystem requires building a product-economy-community closed loop.
• Token issuance is both a marketing activity and a financial product, requiring a balance of dual attributes.
• Community operations need to clarify long-term resource investment targets.
• Founders should shape the image of domain experts rather than product salespeople.
• Projects that require community co-construction can start marketing earlier.
• The marketing team should have both a versatile foundation and vertical expertise.
• High-quality content creation requires ongoing support from the founders.

Branding of Encryption Founders

In the encryption industry, technical founders tend to be relatively silent, which may lead to the team missing exposure opportunities. As an early-stage industry, the encryption field especially relies on marketing and community; users want to hear from executives.

The founder should:

• Shape the image of a domain expert, not a product salesperson.
• Discuss industry pain points based on professional insights, rather than directly selling products.
• Build influence through the dissemination of professional knowledge
• Utilize personal channels to convey in-depth perspectives
• Choose the most natural way to express yourself: those good at conversation can do podcasts, those good at writing can write long articles, and those comfortable in front of the camera can make videos.
• Incorporate personal style into professional content

Building a personal brand can start from the easiest entry point, focusing on doing one thing well, mobilizing the resources of the entire company to support it, and creating a few iconic moments to accumulate momentum.

The Uniqueness of Encryption Marketing

Encryption marketing needs to redefine the way of growth, and the core of the developer community is precise value resonance. It is necessary to abandon the mindset of pursuing scale in the Internet era and instead adhere to "depth first":

• Understand the technical preferences of each core developer
• Make the experience of the top 10 users exceptional
• The power of 100 deeply engaged participants far exceeds that of 10,000 shallow users.

Layer 2 projects need to balance their relationship with Ethereum:

• Highlight commercial value while emphasizing the mission of expanding Ethereum.
• Demonstrate the symbiotic relationship with Ethereum through technology binding.
• Resource endowments determine differentiated strategies

Developer Relations and Marketing Collaboration

Developer Relations ( DevRel ) should be deeply integrated into the marketing system:

• Standardize the language style and conversion path of the developer documentation.
• DevRel has evolved into a content creator role, addressing pain points in tool usage through videos and other means.
• We need to uncover developer stories while also promoting product iteration.
• Helping developers succeed through deep support, forming a closed loop of "empower first and then speak".

Token Issuance and Brand Synergy

Token issuance needs to balance the dual attributes of its marketing activities and financial products:

• In-depth discussion with economists on token valuation positioning
• Study the application scenarios and usage habits of different markets
• Establish a post-listing management mechanism, including community sentiment management, etc.

The core of community operation strategy is to clarify the targets for long-term resource investment:

• Cultivate highly aligned early supporters
• Pay attention to node operators and validators
• Establish a structured operational mechanism

The separate structure of the foundation and the laboratory requires differentiated communication strategies:

• Laboratory: Cultivating technical leaders as a voice channel
• Foundation: Focus on strategic communication at the brand level

The Marketing Kickoff for Startups

When a startup team first recruits a marketing manager, they should choose a versatile talent they have previously worked with, possessing:

• Deep understanding of work style
• Seamless collaboration capability
• Willing to take matters into one's own hands

The marketing team construction should follow the dual standards of "comprehensive foundation + vertical specialization."

During recruitment, there is no need to rigidly adhere to the hard requirement of "must have an encryption background"; the focus should be on assessing the candidate's professional skill transferability.

Content creator recruitment requirements:

• Clearly identify specific pain points
• Define the scope of job responsibilities
• Establish a supporting collaboration mechanism

Globalization Landing and Community Culture

The core of global operations lies in the establishment of local trust networks:

• Introduce local partners through reliable channels
• Establish localized community channels
• Cultivate highly active community members
• Discover and cultivate core supporters

The event strategy should be precisely targeted:

• Small high-end events are more effective
• Plan in sync with the product roadmap
• Standardize budget usage
• Focus on efficient forms of activities

Encryption marketing needs to make good use of meme culture, but it needs to maintain balance:

• Keep the core account professional tone
• Provide operators with reasonable creative space
• Incorporate memes as an organic part of the overall communication strategy.
• Maintain a positive and constructive communication tone
• Uphold brand tone in the entertainment atmosphere of the industry