How to acquire new users in Web3?
Antoni Boruszak
Marketing Manager
19 Feb '24
At our recent X Spaces we uncovered the secrets of Web3 user acquisition. Today, we’re sharing the main takeaways regarding quests, customer education, and data analytics to boost every Web3 marketing strategy.
Important links:
Introduction
Web3 user acquisition is a multifaceted process. You need to take care of your community, token distribution, social media engagement… and print releases?
We tried to address the customer acquisition strategy with the top marketers in the Web3 space:
- Amanda Cassatt: CEO and founder of Serotonin, the leading marketing agency serving notable brands such as Layer Zero, Polkastarter, or Doodles.
- Max Santner: Partnership Lead at QuestN, one of the most viral quest platforms.
- Emanuele Coscia: Growth Manager at Linea, a new Layer 2 blockchain architectured by Consensys — the same company that built MetaMask.
- Filip Wielanier: Cookie3 co-founder and CEO.
We tackled some important topics such as:
1. How to get rid of bots in Web3 quests?
2. Why is education a win-win situation in Web3 marketing?
3. How to use physical world marketing campaigns in Web3?
4. Which metrics are critical in assessing Web3 marketing performance?
Read on to find out the answers.
How to get rid of bots in Web3 quests?
Quest platforms such as QuestN or Galxe not only do they drive more engagement on your Twitter or Discord servers, but also educate the participant about the vision and technology behind the product.
One, very important question emerges though:
Max from QuestN responded that human verification is indeed a solution but it’s often breaching anonymity, and its poor UX puts a lot of users off.
The ultimate solution?
Creative work. Creating a meme for example is a way to restrict bots but at the same time keep quests fun and engaging.
Why is education a win-win situation in Web3 marketing?
Quests do educate your prospecting customers. But why is it important?
Emanuele from Linea called up educational content as a win-win situation. In the Linea Voyage on Galxe (over 2.7M participants in the top mission) the users became true DeFi degens. They learned how to swap tokens, provide liquidity, or bridge their ETH to Linea blockchain.
At the same time they got to know the Linea mission, technology, use cases and the entire ecosystem making the customer fully onboarded! Once again, win-win.
How to use physical world marketing campaigns in Web3?
Amanda from Serotonin used an example of Ethereum print release in the New York Times, which went completely viral. Do you know why?
Because people shared the press photos on X (formerly Twitter). The social media coverage ended up getting way more distribution than the audience that actually bought the newspaper.
Amanda concluded that “If you do something in a physical world, think of it as a surface for things people can take photos of and put on social media.”
Which metrics are critical in assessing Web3 marketing performance?
The first one is the good old Return On Investment (ROI). In Web3 it becomes a bit tricky, as you cannot track on-chain transactions in most analytics tools. That’s where Cookie3 comes in handy of course.
The second one is retention rate, which you can find in the On-chain explorer.
Filip also mentioned the significance of having metrics in one place. Creating 10 Excel sheets will be neither helpful nor efficient. That’s why in the Cookie3 app you can check all the metrics in one tool.
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