Five Web 2.0 Marketing Approaches Revolutionizing Web 3.0: A Comprehensive Guide

The world of blockchain moves like crazy. Really. 

But it makes many things blurry along the way. Such speed impacts Web3's weaknesses, so Web2, which is supposed to be one dimension lower, becomes a hub of innovation for Web3. 

Let's slow down for a fraction of the time. 

This is a truly paradoxical thing that can be easily resolved: just adopt whatever Web2 has to offer and make your project reveal its unicorn nature! 

In this article, we are about to lift that curtain for you. We will explore five marketing approaches from Web 2.0 that are still considered an “innovation” for Web 3.0, based on insights gathered from consulting over 80 blockchain teams. 

Hope you are ready because we're starting! Rat-a-tat-tat-tat…

1. Analytics…? Seriously, No Jokes! 

Yes, for you, native people of Web3 it might sound insane. Many blockchain projects either neglect analytics altogether or fail to implement them effectively. Some projects rely solely on standard tools like Google Analytics (GA), with no custom events on their websites. Others argue that analytics are irrelevant for decentralized finance (DeFi) projects. Okay, are you one of those people? :) 

But here's a simple wisdom: analytics is the foundation of marketing strategy. And Web3 has to learn how marketers in Web2 use it. To tell you more, there are numerous frameworks, tools, and approaches available to set up the right web, mobile, and even blockchain analytics while keeping data secure. 

Platforms like Google Analytics (along with Firebase), Mixpanel, and Amplitude can provide blockchain-friendly analytics and valuable insights. 

For blockchain-oriented analytics, options like Wombi, Blocknative, and Amberdata offer specialized features tailored to the unique requirements of blockchain projects.

It's important to consider the pros and cons in the context of your specific project requirements and evaluate which application meets your development goals:

Firebase by Google:

✅Easy Integration: provides a straightforward integration process with various platforms and frameworks. It offers SDKs for multiple programming languages and provides clear documentation, making it easy for developers to incorporate Firebase into their projects.

✅Real-time Database: allows developers to build applications that synchronize data in real-time across multiple clients.  

✅Authentication and Authorization: offers robust authentication and authorization capabilities, allowing developers to easily implement these instruments in their applications.

✅Analytics and Performance Monitoring: provides built-in analytics and performance monitoring tools that provide valuable insights into user behaviour, app performance, and crash reporting.

❌Limited Querying Capabilities: has limited querying capabilities compared to traditional relational databases. It does not support complex queries or joins that disallows advanced data manipulation for those applications that require it.

❌Scalability and Pricing: While Firebase provides scalability and can handle many users, scaling beyond certain limits may result in increased costs. Pricing can be a concern for applications with high traffic or resource-intensive operations.

❌Data Structure Constraints: Firebase's real-time database follows a NoSQL data model, which may not be suitable for all use cases. It lacks features like data normalization and constraints, which can make it challenging to maintain data consistency and integrity in complex applications.

Blocknative:

 ✅Actionable Insights: offer in-depth analytics and insights into blockchain data. This helps developers and businesses gain a better understanding of user behaviour, transaction patterns, and network performance.  

✅Real-time Monitoring: provides real-time monitoring of transactions, smart contracts, and network events. This allows developers and businesses to react promptly to any issues or abnormalities, improving the overall performance and security of their blockchain-based systems.

✅Transaction Visualization: Blockchain analytics tools typically offer transaction visualization capabilities, allowing users to explore and understand transaction flows on the blockchain. Visual representations can simplify complex data and make it easier to identify patterns or anomalies.

✅Security and Fraud Detection: Blockchain analytics platforms can help detect fraudulent activities, such as suspicious transactions or address clustering, by applying advanced algorithms and heuristics. This can be crucial for maintaining the integrity and security of blockchain networks.

❌Limited Compatibility: Some blockchain analytics platforms may have limitations in terms of the blockchains they support or the depth of their analysis. It's essential to ensure that the platform is compatible with the specific blockchain network you are working with.

❌Cost: Access to advanced features and comprehensive analytics on blockchain analytics platforms may come at a cost. Depending on the platform and the level of service required, there may be subscription fees or usage-based pricing structures.

Amberdata:

✅Comprehensive insights for crypto natives: Amberdata offers access to a wide range of blockchain data, including metrics and signals, crypto market data, and blockchain data. This can help developers and businesses gain valuable insights into the behaviour and performance of blockchain networks.

✅Real-time Monitoring and Alerts: continuously tracks and analyses various metrics, such as block height, transaction volume, gas usage, and network congestion. This real-time monitoring enables users to stay updated on the current state of the blockchain network, ensuring that they have the most accurate and up-to-date information at their fingertips.

✅Advanced Analytics and Visualization: Amberdata offers advanced analytics and visualization tools, enabling users to explore and analyse blockchain data in a more intuitive and visual manner. Visual representations can simplify complex data and facilitate better decision-making.

✅Security and Risk Management: includes features for security monitoring and risk management. These tools can help identify potential vulnerabilities, track suspicious activities, and enhance the overall security posture of blockchain-based systems.

✅API Integration: providing APIs that allow developers to integrate blockchain data and analytics directly into their applications or systems. This integration capability enables seamless access to real-time data and offers the development of custom solutions.

❌Learning complexity: working with Amberdata may require a certain level of technical knowledge and familiarity with blockchain concepts. Users may need to invest time in learning how to navigate the platform and interpret the provided data effectively.

If you still feel like analytics is something too medieval for your Web3 project, but you already understand its importance, delegate all the work to us. Yes, you can do nothing, and get everything. You just need the right team to handle setting up the analytics. As they say, better call Solus. 

Remarketing: Gathering Passers-by Instead of Searching for New Folks

So, you did the previous step? Good. One more door is opened before you. It is one of the simplest ways to increase your CR and decrease CPA/CAC metrics. Yes, it works both ways. 

Here's the thing: launching retargeting campaigns on platforms like Google or Meta is often easier for Web 3.0 projects compared to acquiring new users. Old-fashioned Web2 still got it!

Remarketing is particularly effective for attracting volume and liquidity to blockchain products since it typically requires multiple touchpoints. It can also be utilized to warm up the community before a sale or event and acquire a B2B or high-net-worth individual (HNWI) audience.

Non-crypto Influencers & Ambassadors 

Let me ask you a question: how to find a literally unlimited audience of potential crypto enthusiasts? Sounds like a dream, and you might already get sceptical. 

We say, just don't limit yourself to the existing crypto borders. Meaning: while it is true that many blockchain projects collaborate with popular crypto influencers, there is an untapped potential in leveraging non-crypto influencers and creators. Influencers from various fields such as technology, business, food, luxury cars, and more can help expand the reach of blockchain projects. These influencers offer access to a broader community that may not have “blockchain-ad blindness” and contribute to rapid community growth, especially in areas like NFTs and GameFi. 

It all comes down to this: outside of crypto, there are millions of future crypto users. Your job is to turn them in.

Engaging with non-crypto influencers often comes with benefits like:

✅ Cheaper CPM and CPC cost

✅ Higher engagement rates

✅ More long-term and authentic approach

It is crucial, however, to evaluate the influencer's statistics before collaborating. Tools like Hypeauditor or Influencity can assist in assessing an influencer's reach, engagement, and authenticity.

HypeAuditor:

✅Audience Authenticity Analysis: HypeAuditor uses data-driven algorithms to evaluate the authenticity of an influencer's audience. This analysis can help businesses identify influencers with genuine followers and engagement, ensuring that marketing efforts reach a real and relevant audience.

✅Fraud Detection: It employs fraud detection mechanisms to identify influencers who may engage in fraudulent practices, such as buying fake followers or engagement. This helps businesses avoid partnering with influencers who don't provide genuine value.

Influencity:

✅ Influencer Discovery: Influencity helps businesses identify relevant influencers for their marketing campaigns by providing search and discovery tools. These tools allow users to filter and find influencers based on criteria such as audience demographics, engagement rates, and content categories.

✅ Campaign Management: The platform may provide features for managing influencer campaigns, including collaboration tools, content tracking, and performance monitoring. This streamlines the process of working with influencers and ensures smooth campaign execution.

✅Fraud Detection and Authenticity Verification: The application scrutinizes various aspects, such as engagement rates, follower growth, content quality, and audience demographics, to identify suspicious or fraudulent activities.

Our team at Solus.b works with influencers for years — we managed to create some groundbreaking approaches to build long-term relationships with both crypto and non-crypto influencers. It simply means you will have support from both sides of Web2. 

Hunting for Unique Users with Automated Outreach
Let's perform a quick Q&A session. Immediately. 

Question: Need to attract a very tight audience, e.g.investors or HNWIs? 
Answer: Use outreach.

Question: Do you have a product that is too complicated for regular ads?Answer: Use outreach

Question: Searching for B2B leads, e.g. devs for your protocol? 
Answer: Use outreach!

Automated outreach is particularly valuable when promoting complex products or services that may not be easily explained through traditional advertising methods.

Some blockchain projects still fail to leverage the power of outreach or resort to outdated and inefficient outreach techniques.

Implementing automation in outreach campaigns can save time and effort. Several tools, including LN Sales Navigator, Apollo, Cryptorank, Phantombuster, DuckSoup, Snovio, Make, Zapier, Expandi, and Lemlist, can streamline and automate the outreach process.

Wanna know some of their features? Here you go…

✅Personalization and Dynamic Content: Lemlist allows users to personalize their outreach emails by inserting dynamic content based on recipient attributes. This enables the creation of customized and engaging emails, increasing the chances of generating positive responses.

✅A/B Testing: It provides A/B testing capabilities, allowing users to experiment with different email subject lines, content variations, and call-to-action elements. This helps optimize campaign performance by identifying the most effective elements for generating higher engagement and response rates.

✅Email Tracking and Analytics: The platform offers email tracking features that provide insights into email open rates, link clicks, and recipient engagement. This data helps users understand campaign effectiveness, identify the most responsive prospects, and make data-driven decisions to improve outreach strategies.

✅Integration Capabilities: Lemlist integrates with various third-party tools and CRMs, enabling seamless data transfer and synchronization. Integration with CRM systems allows users to manage and track outreach activities within their existing workflow, enhancing efficiency and organization.

✅Email Warm-up: Lemlist provides a feature called “Email Warm-up” that gradually increases email sending volume to build a positive sender reputation. This helps improve email deliverability and ensures that outreach emails land in the recipients' inboxes rather than being marked as spam.

Snovio:

✅Lead Discovery and Enrichment: Snovio offers tools to discover and enrich leads by searching for contact information such as email addresses, social media profiles, and company details. This helps businesses build targeted prospect lists and gather valuable data for outreach campaigns.

✅Email Outreach and Campaign Management: The platform provides features for email outreach, including email templates, drip campaigns, and automated follow-ups. These tools streamline the process of reaching out to leads and managing email campaigns.

✅CRM Integration: integration capabilities with customer relationship management (CRM) platforms, allowing businesses to sync and manage their lead data seamlessly. This integration enhances efficiency and facilitates streamlined lead management.

✅Analytics and Reporting: The platform provides analytics and reporting features to track the performance of email outreach campaigns. This includes metrics such as open rates, click-through rates, and response rates, helping businesses measure the effectiveness of their outreach efforts.

Why CMO is your Web3 Lifeguard? 

One of the most sinful things made by blockchain teams is neglecting to include a dedicated and experienced marketer within their ranks. Or at least a marketer at all.

Many projects rely on one of the founders to handle marketing responsibilities, which can lead to downfalls. Without a solid marketer, even the most innovative projects can struggle to gain visibility and attract users. Change your mind quickly.

Having a CMO or an experienced marketer is essential for startups and established projects alike. A marketer brings valuable expertise to the team and can effectively coordinate marketing efforts, whether they have an external marketing agency or not.

By the way: if your marketer isn't really skillful in Web3 reality, it is still way better than an empty chair without a marketer's butt on it in your team. Think about it.

Beyond the Big Five

Well, you got yourself a list. Of course, these 5 “innovations” are not all you can apply. Here's some more to consider: 

• Customer development; 
• Market research; 
• Search engine reputation management;
• Go-to-market strategies;
• Marketing orchestration.
  

Implement everything we listed, and get your Web3 project to innovate it! Seriously, all of it will strengthen your project and make a difference in the long run. 

But if you feel like it's all going to take too much of your time – and it will, believe us—you can skip all of it and delegate to a team that has been doing it for a while. Save your time, avoid possible mistakes that might arise at this point, and get your Web3 project revolutionized with Web2 wisdom. Contact us to get ahead! 

That's it!