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It would be nearly impossible to find a person who hasn’t heard about Web3 in this day and age. For some, it’s a distant sci-fi concept, for others – a buzzword with no concrete meaning. For the rest, it’s already a living and breathing industry that’s projected to grow by $678B by 2030.
Whether you are just entering Web 3.0 or proudly consider yourself one of the Web 3 companies, digital marketing has likely been one of the puzzles you’ve been trying to figure out.
Everything is changing, and Web3 marketing is no exception. At LKI Consulting, an international marketing, design, and Web3 PR agency, we know this firsthand. That’s why we wanted to share everything you need to know about Web3 marketing as a brand: from the basics to execution.
First, let’s start with the fundamentals.
Mia Lysikova
Project Manager
Managing Web3 projects and strategizing marketing for blockchain companies. Delivered 120+ creative solutions for tech businesses in the past 2 years.
Web 3.0 is the third generation and the natural evolution of the World Wide Web. Currently, the reality of the Internet we are used to – with social media platforms, cookies, and Google searches – is Web2.
A core component that Web 3.0 introduces and changes fundamentally is the concept of decentralization. It offers more transparency and, paradoxically, more anonymity, security, and freedom.
With no big tech companies like Meta and Google controlling your online journey, Web3 projects develop decentralized applications (dApps) to build out a new architecture of the next-gen Internet and introduce new solutions to the open web.
Now a work in progress, Web3 is already a paradigm shift. Web2 popularized the Internet and opened access to information worldwide, yet turned into a Black Mirror episode, with the amount of social media tracking, privacy breaches, and data leaks.
Web3 picks up where Web2 failed and solves an important problem – giving the agency back to the users and empowering them with ownership of what they create and acquire online.
How exactly is Web2 different from Web3, and why is the latter the gateway to the future? The question brings us back to decentralization and, more importantly, to where the power dynamics reside in both versions of the web.
Think of Twitter, for example. As a Web2 social media network, its rules and regulations are set by a limited number of stakeholders at the very top. While it may protect the general public from hate speech, illegal content, and other violations of their Internet space, it also poses a risk of greater censorship. With Elon Musk recently taking over Twitter, concerns over free speech rise as many users get banned.
In Web 3.0, no greater entity decides who has unfavorable opinions. Control is fully decentralized and true freedom of speech can thrive. Similarly, networking platforms can no longer collect data and connect companies and targeted audiences through advertisement.
Another fundamental distinction between the two, which is especially important for brands, is the way users interact and consume content, as well as the forms of the content itself. Web 2.0 focuses on the passive consumption of information, including marketing and branded content, via reading and writing.
In turn, Web 3.0 focuses on creating and owning content. Think of an art piece in Web2: “having” it is as simple as saving the picture to your computer. In Web3, however, if you acquire or create an NFT, nobody else can claim it’s their property.
Overall, Web3 turns many things we got used to around and gives endless opportunities to both users and businesses to achieve new heights: communicate freely, share openly, and connect authentically.
Web 3.0 changes the way we consume, interact, and create online on a fundamental level. With this core shift in user experience comes a change in how brands communicate and market in the Web3. Enter the new digital marketing Web 3.0 edition.
Web 3.0 marketing is no longer about your usual marketing funnel. The audience expects and reacts differently, and there are no Facebook and Instagram to help you target your audience through ads.
As we are in a transitional stage, where Web3 is still a work in progress, brands also face new, unique challenges: communicating about their Web3 solutions in Web2 spaces, translating complex tech in simple and appealing ideas for a greater public, and promoting the mass-adoption of Web3 among regular users.
Those are no small feats, especially in a market where everything is still so new. To succeed in Web3 marketing, marketers need to understand one core aspect: while Web2 marketing is powered by user data and analytics, digital marketing in Web 3.0 thrives on creative and immersive marketing techniques and experiences with the help of the Metaverse, NFTs, and others.
How does one succeed in launching a brand that resonates with Web3 audiences?
As you might have noticed, Web3 is all about creating something that serves your audience and authentically communicates with your target audience. For that, brand positioning that resonates with clients is key.
Your mission, vision, brand story, and values are all major components of how your marketing strategy will unfold. Unless users connect with and understand what you stand for, they are not likely to engage even with the most creative Metaverse campaign, simply because there will be no algorithm to spike their interest in the first place.
Thus, start with big ideas. Both for established brands and newcomers to Web 3.0 marketing, it is the perfect time to revise and refine the high-level messaging and focus on what you stand for, how you sound, and who you appeal to. That will help you with determining what your Web3 community looks like and what you should do to appeal to them authentically instead of relying on ads.
As much as Web 3.0 vision is to empower individuals, Web3 marketing is all about finding and creating the right community. Those are the people who power your brand, share your marketing campaigns, and participate directly, as opposed to merely consuming the content you produce via third-party networking platforms.
Web 3 companies searching for their community should look into narrowing down their target market and getting into as many details as possible. This research will not only guide you in strategy creation, but also help you in executing your marketing plan. In addition to defining who your ideal Web3 audience is, look into how they communicate with each other, how they react to branded content, and what brought them to Web 3.0 in the first place.
Once your campaign is launched, you’ll be prepared not only with the right content, but with the right approach for engaging and communicating with your audience. In Web 3.0 marketing, it’s a back-and-forth, rather than a one-way stream.
If you already went through zoning in your Web3 community and refining your brand positioning to perfection, start with brainstorming your Web 3.0 marketing strategy. This looks different for all brands and Web 3 companies, with the exception of one guiding principle – focus on showing, not telling.
In the Semantic Web3, immersive campaigns are the stepping stone to success of any campaign. Whether it is a virtual Metaverse experience or an NFT collaboration that allows your fans to own something with a direct connection to your brand – it’s all about taking your product or service and making it more personal than ever before.
As we mentioned, your community is the biggest promoter of your brand, so design your campaigns with interactions in mind and make it easy for your followers to re-share, participate, and engage with your brand. Some users can even become your ambassadors in the digital world, which is more trustworthy and effective than any big-time influencer on a social media platform.
If you’re just starting with your Web 3.0 marketing journey or want to give an edge to your existing brand, seeking outside help is the way to go. A Web3 PR agency has the resources and expertise to help you in every step of your marketing journey: from high-level brainstorming to execution.
LKI Consulting is a London-based Web3 marketing agency specializing in Tech startups, Web3, and Blockchain projects. With 7+ years in tech marketing and 5x average ROI on marketing budget, we help scale Web 3 companies 10x and beyond.
Web 3.0 design is always something to always keep in mind as it is the second component of your Web 3.0 marketing. Compared to what users and customers are used to in Web2.0 – blog posts, long-reads, social media feeds – the new generation of the Internet is all about the immersive experience. Therefore, it’s no surprise that text matters less and less, while the visual component of a Web3 brand is one of the most impactful.
Think of it this way: when you see a friend on the street, you instantly recognize them not by the way they speak first, but by the way they look, dress, and come across. The same goes for Web 3.0 design that your fans or newcomers can tell apart and fall in love with instantly, from a mile away, in the Metaverse and beyond.
Your logo, your color choices, branded NFTs, UX/UI, mascots, product design – the list goes on. Every visual choice and interaction with it makes your brand recognizable to a Web3 user. So, how do you make it stand out and what’s so different about Web3 design?
One of the main aspects that differentiate Web3 design from your good old Web2 visual is the audience it’s targeted at. In the decentralized web, targeting through ads doesn’t work anymore, so your fans have to like you (and the way you look).
For that, you have to pay special attention to what catches their eye, and universal visuals that “everyone likes” are obsolete. For example, flat geometric designs that are notorious for their indifferent corporate look won’t cut it anymore – Web3 users resonate with something that’s relatable, not one-size-fits-all.
Web3 marketing is pushing the boundary of what a brand design and immersive experience can look and feel like. It still uses familiar assets, like banners and gifs, and adds another layer on top: NFT art, Metaverse activities, and more. Just look at some successful Web3.0 examples: virtual galleries, Metaverse runways, and NFT clothing collections.
Your products and services don’t have to be exclusively physical anymore, and Web3 is where the border between real and virtual is more blurred than ever. It’s high time to introduce something you provide or sell in the physical stores to the Metaverse.
Unless your team is already familiar with the next generation of tech and Web3 is their second nature, a Web3 design agency might be your best solution.
With skilled professionals onboard, the Web3 design agency tackles dozens of different Web3 projects at a time and knows exactly how to translate your revolutionary vision, complex tech, and overall vibe into a catchy and memorable visual. From Web3.0 websites, which are the face of your brand, to brand books, to Discord gifs.
Web 3.0 is a new stage for the Internet and, as a result, a new stage for every other part of our life, both as users and brands. Along with new opportunities, markets, and ways to reach them come a number of challenges: Web3 marketing, Web3 design, strategy, and much more.
One thing remains true: there is no particular right or wrong way to do Web3 marketing, but there are professionals who know what works and what doesn’t. Ready to scale your Web3 business or upgrade your Web3 marketing? Let’s talk!
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Akvile Mikalauskaite is the Art Director of LKI Consulting.
During the last 10 years, she directed 150+ design projects focusing on Fintech, Tech, and Web3 Clients, helping them with visual representation.
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Viktorija Domarkaite is a Creative Projects Manager of LKI Consulting. For the last 10+ years, she has managed the visual representation of B2B and B2C clients from 15 countries.
Currently, Viktorija has 300+ projects in her portfolio with specialization on Fintech, Crypto, and Advertising segments.
At LKI Consulting, she is responsible for turning our Client’s creative ideas into both functional and aesthetic web, UX/UI, graphic, and motion design aligned with the brand.
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Maryna also frequently makes appearances on international panel discussions and delivers keynotes on the latest marketing trends. Apart from her public speaking engagements, she mentors young startup entrepreneurs on business development, operations, and growth.
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Sarunas Papinigis is a partner of LKI Consulting who focuses on fintech and investment companies. He is responsible for developing marketing and communication strategies, market survey and data analytics.
During the last 10 years, he created and developed customer loyalty programs ranging between 1-20M members for top retail chains in Asia and Europe and generating 2-10% sales and profit uplift.
In previous 15 years, he worked in various sales positions in Coca-Cola, Nestle, Unilever and GSK while building the sales distribution from scratch.
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Laura K. Inamedinova is a Founder & CEO of LKI Consulting who takes no bullshit attitude to business. Thanks to her exquisite data-driven strategies and fresh outlook on the Web3 space, she helped her Clients grow x10 and raise over $1B.
A former contributor of Forbes and Huffington Post, she has been recognized internationally among Top 10 Women Entrepreneur by Entrepreneur Magazine, HuffPost acclaimed PR expert, Top 10 Women in International Business by SiliconValleyTimes.
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