Web3 Marketing Guide: From token issuance to Developer Operations

Marketing in the Web3 space is significantly different from traditional tech industries. This article summarizes practical experiences and strategic recommendations for key areas such as token issuance, developer relations, and founder branding.

The Uniqueness of Crypto Marketing

• The target audience is extremely small, with only 20,000 to 30,000 active crypto developers globally.
• The industry has a small scale and low barriers to entry, allowing newcomers to quickly establish influence.
• The essence is ecological coordination, and the way of growth needs to be redefined.
• The core of the developer community is precise value resonance.
• Need to balance technical professionalism with community entertainment expression

Token Issuance Full Cycle Management

• Tokens are not only marketing activities, but also financial products.
• In-depth discussions with economists are needed to determine the value positioning of the Token.
• Research the practical application scenarios of different markets
• Establish a sound post-listing management mechanism
• Cultivate highly aligned early supporters during the testnet phase.
• Establish a structured operational mechanism, such as regular community conference calls.

Developer Relations ( DevRel ) and Marketing Collaboration

• DevRel should be deeply integrated into the marketing system
• The developer documentation needs to have a unified language style and conversion path.
• DevRel is evolving into a content creator role
• Help developers succeed through in-depth support
• Adopt an "empower first, voice later" ecological construction path

Founder Branding

• Shape the image of a field expert, rather than a product salesman.
• Choose the most natural way of expression( podcasts, long articles, videos, etc.)
• Start from the easiest entry point to create iconic moments.
• The marketing team assists in conveying the core vision of the founders.
• Founders must lead the expression of the company's DNA and technology roadmap.

Starting Marketing for Startup Projects

• The best marketing launch time is 6 months before the product goes live.
• Preferred versatile talents who have worked together before
• Team members should possess both a versatile foundation and vertical expertise.
• Prioritize project-based cooperation or temporary support plans
• Content creation requires continuous support and feedback from the founder or team.

Globalization Implementation and Community Operation

• The core lies in building a local trust network
• Cultivate highly active community members through tools like Discord.
• Discover and cultivate core supporters, which can become a source of talent.
• The event strategy focuses on precise targeting and high-value participants.
• Make good use of meme culture, but balance professionalism with entertaining expression.