How Effective Are Web 2.0 Marketing Strategies in the New Frontier of the Internet?by@pankajvnt
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How Effective Are Web 2.0 Marketing Strategies in the New Frontier of the Internet?

by Pankaj ThakurOctober 20th, 2023
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Analytics is vital for understanding your audience, monitoring campaign performance, and identifying improvements in Web2 and Web3 marketing.
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The blockchain landscape is a whirlwind of activity, often leaving clarity in its wake. However, this rapid pace creates blurred lines. Web3’s vulnerabilities are influenced by this velocity, pushing Web2 — theoretically a step behind — to lead Web3’s innovation.

Let’s briefly hit the brakes.

This paradoxical scenario has a straightforward solution: embrace Web2’s offerings and unveil your project’s unicorn potential. In this article, we’ll draw back the curtain. We’ll delve into Web 2.0 marketing strategies that still hold “innovative” status in Web 3.0. Our insights stem from consulting with numerous blockchain teams.

Analytics? Yes, Absolutely!

To Web3 natives, this might sound ludicrous. Many blockchain projects overlook analytics or implement them poorly. Some rely solely on standard tools like Google Analytics, lacking custom events. Others argue analytics aren’t relevant for decentralized finance (DeFi) ventures. Does that sound familiar? :)

Yet, here’s a simple truth: analytics underpin marketing strategy. Web3 needs to learn from Web2’s marketing practices. Countless frameworks, tools, and methods exist to establish web, mobile, and even blockchain analytics securely. Platforms like Google Analytics (with Firebase), Mixpanel, and Amplitude offer blockchain-friendly analytics and valuable insights.

For blockchain-focused analytics, options like Wombi, Blocknative, and Amberdata provide features tailored to blockchain projects’ unique demands. Evaluate the pros and cons within your project’s context to choose the application aligning with your development goals.

Insights from Firebase by Google:

Do’s — Seamless Integration: Facilitates effortless integration across diverse platforms and frameworks. It supplies SDKs for various programming languages, accompanied by comprehensive documentation, simplifying developers’ adoption of Firebase into their projects.

Do’s — Live Database: Enables developers to construct applications that synchronize data in real-time across numerous clients.

Do’s — Secure Authentication and Authorization: Empowers developers with robust authentication and authorization features, streamlining the integration of these crucial elements into applications.

Do’s — Insights and Performance Tracking: Equips users with in-built analytics and performance tracking utilities, furnishing invaluable insights into user interactions, app efficiency, and crash diagnostics.

Don’ts — Restricted Querying Abilities: Exhibits limited querying capabilities when juxtaposed with traditional relational databases. It lacks support for intricate queries and joins, thereby inhibiting advanced data manipulation required by certain applications.

Don’ts — Scalability and Cost Considerations: While Firebase offers scalability and accommodates numerous users, surpassing specific thresholds could lead to elevated expenses. Pricing might pose concerns for applications witnessing substantial traffic or resource-intensive operations.

Don’ts — Data Structure Limitations: Firebase’s real-time database adheres to a NoSQL data model, unsuitable for all scenarios. It lacks attributes such as data normalization and constraints, potentially complicating the maintenance of data consistency and integrity in intricate applications.

Insights from Blocknative:

Do’s — Actionable Intelligence: Furnishes comprehensive analytics and insights into blockchain data. This empowers developers and businesses to grasp user behavior, transaction trends, and network efficacy.

Do’s — Instantaneous Monitoring: Delivers real-time oversight of transactions, smart contracts, and network occurrences. This enables swift responses to anomalies or issues, heightening the overall performance and security of blockchain systems.

Do’s — Transaction Visualization: Blockchain analytics tools often provide transaction visualization capacities, aiding users in comprehending transaction flows. Visual representations simplify intricate data, aiding in pattern and anomaly recognition.

Do’s — Security and Fraud Detection: Blockchain analytics platforms aid in identifying fraudulent activities, like suspicious transactions or address clustering, through advanced algorithms. This safeguards the integrity and security of blockchain networks.

Don’ts — Compatibility Constraints: Certain blockchain analytics platforms might face restrictions regarding supported blockchains or analysis depth. It’s crucial to verify compatibility with your particular blockchain network.

Don’ts — Financial Considerations: Gaining access to advanced features and extensive analytics through blockchain analytics platforms could involve expenses. Subscription fees or usage-based pricing structures might apply based on the chosen platform and required services.

Insights from Amberdata:

Do’s — Holistic Insights for Cryptocurrency Enthusiasts: Amberdata grants access to a comprehensive array of blockchain data, spanning metrics, market trends, and blockchain specifics. This aids developers and businesses in garnering crucial insights into blockchain networks’ behaviors and performances.

Do’s — Instantaneous Monitoring with Alert Systems: The platform continually monitors and evaluates metrics like block height, transaction volume, gas usage, and network congestion. This real-time tracking empowers users to remain current with blockchain network conditions, ensuring accurate and up-to-date information.

Do’s — Advanced Analysis and Visual Representation: Amberdata offers sophisticated analytics and visualization tools, facilitating the exploration and interpretation of blockchain data. Visual renderings simplify intricate data, fostering enhanced decision-making.

Do’s — Security and Risk Oversight: The platform incorporates security and risk management features, aiding in vulnerability identification, tracking suspicious activities, and enhancing blockchain system security.

Do’s — Seamless API Integration: Amberdata extends APIs, enabling developers to seamlessly integrate blockchain data and analytics into their applications or systems. This integration streamlines access to real-time data and facilitates custom solution development.

Don’ts — Learning Curve: Engaging with Amberdata might necessitate a specific degree of technical proficiency and understanding of blockchain principles. Users might need to dedicate time to grasp platform navigation and proficiently interpret the furnished data.

If you find analytics a bit old-fashioned for your Web3 project, yet recognize its significance, you can entrust the entire process to us. You can sit back and reap the benefits. All you need is the right team to manage analytics setup. Remember, it’s a call to Solus for the best results.

Retargeting: Capturing Browsers, Not Hunting for New Users

Done with the previous step? Great, another door awaits. This is one of the simplest strategies to elevate your CR while reducing CPA/CAC metrics — a win-win. It holds true for Web 3.0 projects, making retargeting campaigns on platforms like Google or Meta more straightforward compared to acquiring new users. Classic Web2 still shines!

Retargeting is especially potent for blockchain products, drawing volume and liquidity due to multiple touchpoints. It’s also valuable for priming the community before a sale or event and targeting B2B or high-net-worth individuals (HNWI).

Non-Crypto Influencers & Ambassadors

Let me pose this: How do you discover an audience of potential crypto enthusiasts that seems boundless? It might sound dreamy and stir skepticism.

Our stance: Break free from crypto’s confines. While many blockchain projects engage popular crypto influencers, the untapped potential lies in non-crypto influencers and creators. Think beyond the blockchain box. Influencers spanning technology, business, gastronomy, luxury cars, and more can extend the reach of blockchain projects. They tap into a wider community that’s free from “blockchain-ad blindness,” fostering rapid growth, especially in realms like NFTs and GameFi.

It boils down to this: beyond the crypto realm, there are countless potential crypto users waiting to be converted. Engaging non-crypto influencers yields advantages like:

  • Economical CPM and CPC expenses
  • Elevated engagement rates
  • A more sustained and genuine approach

However, prudence dictates assessing an influencer’s metrics before collaboration. Tools like HypeAuditor or Influencity can aid in gauging an influencer’s reach, engagement, and authenticity.

Insights from HypeAuditor:

Audience Authenticity Analysis: HypeAuditor employs data-driven algorithms to gauge the authenticity of an influencer’s audience. This analysis assists businesses in identifying influencers with legitimate followers and engagement, ensuring marketing efforts target a genuine and pertinent audience.

Fraud Detection: It deploys mechanisms to spot influencers potentially engaging in fraudulent practices, such as buying fake followers or engagement. This helps businesses evade collaborations with influencers lacking genuine value.

Insights from Influencity:

Influencer Discovery: Influencity facilitates identifying relevant influencers for marketing campaigns through search and discovery tools. Users can filter and locate influencers based on criteria like audience demographics, engagement rates, and content categories.

Campaign Management: The platform equips users with campaign management features, including collaboration tools, content tracking, and performance monitoring. This streamlines influencer collaboration and ensures seamless campaign execution.

Fraud Detection and Authenticity Verification: The application meticulously examines engagement rates, follower growth, content quality, and audience demographics to uncover suspicious or fraudulent activities.

Targeting Unique Users through Automated Outreach:

Let’s Dive into Q&A

Q: Seeking a specific audience, like investors or HNWIs?

A: Turn to outreach.

Q: Got a complex product unsuited for standard ads?

A: Opt for outreach.

Q: Scouting B2B leads, say developers for your protocol?

A: Embrace outreach!

Automated outreach shines when marketing intricate products or services that don’t fit traditional ads. Surprisingly, some blockchain projects miss this potential or rely on outdated methods. Automating outreach campaigns saves time and energy. Tools like LN Sales Navigator, Apollo, Cryptorank, Phantombuster, DuckSoup, Snovio, Make, Zapier, Expandi, and Lemlist simplify and automate the process.

Curious about their features? Here you go…

Personalization and Dynamic Content: Lemlist lets users personalize outreach emails with dynamic content based on recipient attributes. This fosters tailored and engaging emails, boosting positive responses.

A/B Testing: It offers A/B testing, experimenting with email subject lines, content variations, and call-to-action elements. This optimizes campaigns by identifying elements driving higher engagement and responses.

Email Tracking and Analytics: The platform tracks email open rates, link clicks, and engagement. This data gauges campaign effectiveness, spots responsive prospects, and informs data-backed outreach enhancements.

Integration Capabilities: Lemlist syncs with third-party tools and CRMs, streamlining data transfer and organization. CRM integration manages and tracks outreach within existing workflows.

Email Warm-up: Lemlist’s “Email Warm-up” gradually increases sending volume, enhancing sender reputation for improved deliverability.

Insights from Snovio:

Lead Discovery and Enrichment: Snovio discovers and enriches leads, uncovering contact info and company details. This builds targeted prospect lists and arms outreach campaigns with valuable data.

Email Outreach and Campaign Management: Snovio provides email templates, drip campaigns, and automated follow-ups, streamlining lead outreach and management.

CRM Integration: It syncs with CRMs for seamless lead data management, boosting efficiency. Analytics and Reporting: Snovio tracks metrics like open rates, click-through rates, and response rates, measuring outreach effectiveness.

The CMO**: Your Web3 Navigator**

One grave error made by blockchain teams is neglecting a dedicated, seasoned marketer in their ranks, or even a marketer at all. Some projects rely on a founder to manage marketing, risking setbacks. Without a capable marketer, even groundbreaking projects struggle for visibility and user attraction. It’s time to reconsider.

For startups and established ventures alike, a CMO or adept marketer is indispensable. They bring expertise and coordination to marketing efforts, whether involving external agencies or not. Even if your marketer isn’t a Web3 whiz, having them is better than an empty chair. Reflect on this.

Beyond the Basics, You’ve got a checklist. Yet, these “innovations” aren’t exhaustive.

More to explore:

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

Incorporating these strategies bolsters your Web3 project’s potency and influence. If the process appears time-intensive — and believe us, it is — you can sidestep the complexities.

Entrust the task to an experienced team. Save time, sidestep potential pitfalls, and transform your Web3 venture with the insights of Web2. Reach out to me to jump ahead! That’s the key!

Also published here.