What's Wrong with Web3 Marketing?

I've spent the last decade of my career in Web2 marketing, wearing every hat under the marketing sun. From content strategy and growth hacking to brand positioning and performance marketing, I've done it all. But when I made the pivot to Web3, I expected to step into an entirely new world with its own set of unique challenges, tactics, and strategies. Yet, as I immersed myself in the seemingly endless stream of Web3 marketing advice (X threads, blog posts, YouTube videos) I had déjà vu. None of this was new.

None of this was new. In fact, much of what I was seeing looked exactly like Web2 marketing tactics, just repackaged with some Web3 terminology added. And the advice was often watered down to an almost elementary level, as if Web3 founders and marketers needed a 101 crash course on the basics, and only the basics. To put it plainly, it was a bunch of words that said nothing.

I was reading about "strategies" that were just concepts without offering actionable steps I could take. Let me tell you this, when I search the internet for "how to install a wall anchor," I don't want to read about why wall anchors are important and necessary for hanging heavy objects. I want you to tell me how to actually install it. What type of wall anchors do you recommend (Plastic? Zinc alloy?). Tell me the steps, too, that worked best for you and saved you time.

This is how I feel about marketing strategies. Don't just give me the basics, I want you to spell it out for me. This is what I found lacking in Web3 marketing content I see online. So, after spending time dissecting what's actually happening in Web3 marketing, here's what I think:

1. Web3 is Still So New

I know, call me Captain Obvious. But this is the reason that Web3 marketing content is lacking. It's still so new.

Founders typically don't come from a marketing background. And seasoned marketing experts live in Web2. Sure, there are exceptions and people who have the best of both worlds. But the majority are still fumbling around to see what works. And people who have seen success aren't sitting there and distilling it for the rest of us.

So for the advice that does exist, you're going to see a lot of regurgitated and generic stuff. It's very clickbaity, and mostly produced by Web3 marketing agencies trying to get their foot in the door. Instead of taking a step back and analyzing what actually works, they're more focused on making money off of unsuspecting marketers who are looking for quick fixes.

2. You Need to Understand Your Audience

This is one of the most critical principles in marketing: strong storytelling, a deep understanding of your audience, and clear, compelling messaging. But Web3 projects often miss the mark when it comes to crafting narratives that resonate with their audience.

Instead of focusing on how "innovative" or "disruptive" their technology is, users don't wake up in the morning thinking about engaging with a decentralized protocol today. They're thinking about their own problems, their own goals, and their own motivations. So, instead of fixating on the complexity of your smart contracts or tokenomics, you need to ask:

• What tangible value does my project bring?
• How does it make someone's life easier, better, or more enjoyable?

If you can't answer these questions in a way that's compelling and relevant, you're already losing potential users. You need to get back to basics and focus on what really matters: understanding your audience and delivering value.

3. Keep It Simple, Stupid (KISS)

As much as I cringe at this acronym, it remains one of the most critical principles in marketing. Simplicity wins. Every single time. If your audience can't immediately understand what you're offering, they won't stick around to figure it out.

This is why founders are constantly asked, "Explain this to me like I'm five." Because in today's world where attention spans are shorter than ever, clarity is everything. Your messaging needs to be sharp, concise, and free of unnecessary jargon.

4. Don't Make It Too Complicated

Your one-liner should be clear enough to fit in your X bio, your Dexscreener project description, and anywhere else you're introducing your brand to the world. Don't bury it under layers of technical complexity or ambiguity.

Web3 marketing isn't as mysterious as people make it out to be. At its core, it still follows the same fundamental principles as Web2 marketing: strong storytelling, a deep understanding of your audience, and clear, compelling messaging. The main difference? Web3 moves fast, and the community plays an even larger role.

What's Next?

I'm going to be running a bunch of tests over the next 60 days. If you're interested in seeing how it all goes, follow me for updates. And just remember, nobody knows what they're talking about. Just try things out and see if it works. Rinse and repeat.