If you are already working in web3, congrats on helping build the next stage of the internet. But the hardest part is letting people know what you are building and making them care about it.
There are tons of crypto, and NFT scams out there. Many still believe that Bitcoin is a scam. A lot of Defi protocols saw millions of dollars worth of hacks. And in all this chaos, how do you make sure you cut through the clutter and explain that your web3 product is something they should care about?
SMM Strategy For Web3
Well, I’d say that we start with web2 social media platforms. But before that, we need to find whom we are targeting.
First of all, whether it’s an NFT project or a DeFi protocol, or a 3d virtual world you that are building, the first type of audience you’ll attract is the crypto people.
The people who already have a Metamask wallet, who knows how to swap ETH to USDC, and also who like my tweets (JK!).
These are the people that want to learn about your product or a web3 service and want to get in when there is a need for them.
But for that, you need be pushing content through social platforms and let them know the message.
And to do that, we first start with choosing the right marketing channels.
Choosing The Right Platforms
Twitter & Discord are the two platforms where you find a lot of crypto-native people. But your goal shouldn’t be to attract only the crypto people.
If a non-crypto person (one who doesn’t have any knowledge of how crypto works) can benefit from your product, you should market the product to them too (assuming that you have a non-crypto strategy to onboard people like how Reddit onboarded millions with NFTs).
Instagram and TikTok are great for reaching a wider audience. And almost every business should be on Linkedin.
This is the case in general. But it ultimately depends on what product or service you are selling and how much resources you have (time, money, employees) to spend on these platforms.
Keep Pushing Content
Now that you know where you should be, let’s focus on what you should be posting.
Some of the most common web3 content types are Educational content (how to, why, what is), Memes (web3 and the crypto world runs through memes), and showcasing the work you do (transparency is quite important in the web3 space).
Posting a lot of content, and making sure people see you quite often on social media will create a positive impact on your brand. Also, because the goal is to be active on multiple social media platforms, creating content for one platform and then repurposing that for multiple social platforms is always a good (probably the best) thing to do!
Now, to support the concept of content types+ repurposing, here are some ideas (random) to get your creative juices flowing:
- Publish a long-form article on medium (or on your website) educating about your product/service – convert that into a tweet thread, or Instagram carousel (which can be converted into a Linkedin carousel). And these can later be converted into Instagram Reels/ Tiktok Videos.
- Post a meme, based on what’s trending in your meme.
- Share an infographic that your audience might feel is insightful.
- Share industry insights. Breakdown reports and publish them as threads and carousels.
- Found an interesting stat? Make a video for Instagram and TikTok and don’t forget to end the video by asking a question did they know about this stat or something like that?
- Keep posting on Instagram stories whenever you attend an event. And also save those memories in highlights.
Here are some content pieces I’ve created for Nalikes Studio (it’s a web3 development studio):
I also wrote an article on 20 powerful content ideas that any business can try for social media strategy. I recommend reading that, which help you find more ideas.
Sit down and create content ideas in bulk. Make a simple content calendar. It’s because you should be knowing what content goes out on which day of the week. Once that is done, use a tool like Buffer or Hootsuite to automate posting. BTW I don’t believe in optimal posting times. Find a time that feels rational.
We didn’t talk about the visual part of social media, right?
Visuals play a tremendous role in spreading the message. In a crowded social media landscape, where people are bombarded with an overwhelming amount of content every day, a visually appealing post can stand out and capture their attention.
Design should be used to help communicate your message more effectively. With tools like Canva (although I personally prefer Adobe tools), it’s not that hard to create a design. Here are some design tips to follow:
- Always stick to the branding colors and fonts
- Keep consistency in visuals (people should be able to remember that it’s you, whenever they see it)
- Marry text with images/visuals perfectly
- Use templates (set a template standard based on the content type – memes, announcements, educational, etc)
- Less is more. Don’t over-decorate!
If you want to deep dive into this area, I’d recommend reading this article where I gave 15 tips to improve your social media designs.
If you already have a good audience on your discord group, there are some things that you should keep in mind:
- Be authentic and transparent: Web3 communities are often very savvy and can spot inauthentic behavior a mile away. Be honest and transparent with your community and don’t try to deceive or manipulate them.
- Listen and respond: Be sure to listen to your community and respond to their questions and concerns in a timely and respectful manner. Make sure that you are available to address any issues or feedback that they may have.
- Foster engagement: Encourage your community to engage with your content and with each other. Ask questions, host events, and create opportunities for your community to connect and collaborate.
- Provide value: Provide valuable content and resources to your community that they can’t find elsewhere. This could be educational content, industry insights, or exclusive access to new features or products.
- Empower your community: Give your community the tools and resources they need to help promote your brand and product. This could be through a referral program, social media contests, or by offering incentives for engagement.
- Monitor your community: Keep an eye on your community and be aware of any negative behavior or spam. It’s important to set clear guidelines and enforce them consistently to maintain a healthy community.
Try Paid Ads
Once you have tried the organic efforts from your side, you can start putting money into the platforms (if you have a budget) to get results.
Once you know whom to target, it’s important to have clear goals for your paid advertising campaigns, whether that’s increasing website traffic, generating leads, or driving product sales. This will help you measure the effectiveness of your ads and optimize your strategy over time.
Money doesn’t help without amazing content and appealing visuals. Your ad content should be eye-catching and engaging, with a clear call to action that encourages users to take action. Find ways to tell a compelling story about your product or service.
And finally, because paid advertising is an iterative process, it’s important to test different ad formats, targeting options, and messaging to find what works best for your audience.
Here are some tips for effectively measuring and analyzing your social media performance:
- Set clear goals: Before you start measuring your social media performance, make sure you have clear goals in mind. This will help you focus your efforts and ensure that you’re measuring the right metrics.
- Identify your key performance indicators (KPIs): Your KPIs should be tied to your goals and should be measurable and relevant to your business. Common social media KPIs include engagement rates, follower growth, website traffic, and lead generation.
- Use analytics tools: Social media platforms like Twitter, Facebook, and Instagram offer built-in analytics tools that can help you track your performance over time. There is no need to use 3rd party tools.
- Analyze your data: Once you have your data, it’s important to analyze it to identify patterns and trends. Look for areas of strength and weakness, and use your insights to make data-driven decisions about your social media strategy.
- Optimize your campaigns: Based on your analysis, make adjustments to your social media campaigns to improve their performance over time. This might include testing different ad formats, targeting options, or messaging, or adjusting your content strategy to focus on topics that are resonating with your audience.
it is important to approach social media marketing for Web3 products and companies with a strategic mindset, focusing on building a community, providing value, and fostering trust.
By doing so, companies can establish themselves as thought leaders and trusted brands within the Web3 ecosystem, ultimately driving growth and success.