Web3 Marketing Expert Shares: Token Issuance, Community Operation, and Brand Building Practical Experience

Web3 marketing is significantly different from traditional technology industry marketing. This article summarizes the views of several senior Web3 marketing experts and shares practical experiences in token issuance, developer community operations, and founder brand building.

The Uniqueness of Crypto Marketing

The biggest challenge of crypto marketing is the extremely small target audience. Currently, there are only 20,000 to 30,000 active crypto developers globally each month, accounting for less than 0.1% of the total number of developers worldwide. Therefore, marketing must focus on the core needs of developers:

1. Technology: Solving real problems
2. Economy: Exploring Sustainable Revenue Models
3. Value: Create an attractive value proposition

Cryptographic marketing needs to redefine the way of growth, and the core of the developer community is precise value resonance. Economic incentives are just the starting point; what truly drives growth is building a technological ideal country where developers can find career value and spiritual belonging.

Positioning and Strategy of Layer2 Projects

Layer 2 projects need to balance dual positioning: they must highlight commercial value while also emphasizing the core mission of expanding Ethereum. The most effective proof method is technical binding, such as defaulting to using ETH to pay for gas fees.

When evaluating Layer 2 strategies, resource endowment determines differentiation. Projects with abundant funds can independently create ecological brands, while those with limited resources need to deeply bind to Ethereum, leveraging its industry credibility.

Developer Relations ( DevRel ) and Marketing Synergy

DevRel should be deeply integrated into the marketing system. Developer documentation, as the primary touchpoint, needs to have a unified control over language style and conversion paths. Currently, DevRel is evolving into the role of content creator, addressing tool usage pain points through programming tutorial videos and other means.

The success of the developer ecosystem depends on building a closed loop of "product-economy-community." It is essential to explore business potential while also tracking the progress of early developers, providing high-value support such as media exposure and strategic consulting at critical moments.

Token Issuance Full Cycle Management

The core of token issuance lies in balancing its dual attributes, being both a marketing activity and a financial product. Three key points need to be grasped:

1. In-depth discussion with economists on the value positioning of tokens
2. Study the practical application scenarios and usage habits of different markets.
3. Establish a sound post-listing management mechanism

The core of community operation strategy lies in clearly defining the types of objects for long-term resource investment. It is essential to collect market feedback widely, while also learning to filter out the noise.

Founder Personal IP Development

The core advice for founders is: to shape the image of a domain expert, rather than a product salesperson. Specific methods:

1. Discuss industry pain points based on professional insights, rather than directly promoting products.
2. Build influence through expertise
3. Make good use of personal channels to convey in-depth views

Founders are advised to choose the most natural way of expression, finding an easy yet professional output method. Start from the most relaxed entry point, focus on doing one thing well, and create a few iconic moments to build momentum.

Marketing Resource Allocation

The best time to launch marketing is 6 months before the product goes live. Promoting a non-existent product too early can lead to market skepticism, while doing so too late can result in missed opportunities.

For projects that require community co-construction, marketing involvement can come earlier. For example, when running a decentralized testnet, it is necessary to attract node operators to participate even without a "formal product" or mainnet.

When collaborating with small boutique firms, it is important to provide a clearly defined and well-narrated brief for the small campaign. This limited scope commissioning method can avoid internal narrative confusion and ensure execution quality.

Team Building

When a startup team first recruits a marketing head, the core principle is: only select versatile talents who have previously worked together. Three conditions must be met: a deep understanding of work style, seamless collaboration ability, and a willingness to be hands-on.

Marketing team building should follow the dual standard of "comprehensive foundation + vertical specialization": each member should be able to handle basic tasks while also possessing in-depth expertise in specific vertical fields.

The recruitment in the crypto industry should return to the essence of the business. SaaS projects aimed at developers can completely introduce mature marketing talents from traditional technology fields, focusing on the transferability of candidates' professional skills.

Global Operations and Community Culture

The core of global cryptocurrency operations lies in the establishment of local trust networks. When entering new markets, it is essential to introduce local partners through reliable channels.

By establishing localized Discord channels, we can effectively identify and cultivate highly active community members. First, systematically train local members to understand the project documentation, and gradually build a decentralized cultural dissemination network.

The core of the strategy for activities in the cryptocurrency industry lies in precise positioning. Large events help with brand exposure, but the return on investment is difficult to measure; small high-end events can achieve business collaboration and key networking at a lower cost.

Cryptocurrency marketing needs to make good use of meme culture as a unique narrative tool. Memes can cleverly transform complex concepts while reinforcing community belonging. The key is to establish a balance mechanism: core accounts maintain a professional tone but allow operators reasonable creative space.