Web3 Marketing Practical Guide: From Token Issuance to Developer Ecosystem

Key Points

• The biggest challenge in cryptocurrency marketing is that the target audience is very small and requires precise targeting.
• The uniqueness of the crypto space lies in its small scale and low entry barriers, making it easier to establish personal influence.
• The essence of cryptocurrency marketing is ecological coordination, which requires redefining the way of growth.
• The core of the developer community operation is to build a closed loop of "product-economy-community".
• Token issuance needs to balance the dual attributes of marketing activities and financial products
• Founders should shape the image of domain experts, rather than product salespeople.
• The marketing team construction should follow the dual standard of "comprehensive foundation + vertical specialization".
• The core of global operations lies in building local trust networks.
• The event strategy should focus on high-value participants, pursuing quality over scale.

The Uniqueness of Crypto Marketing

The main differences between crypto marketing and traditional tech marketing:

• The target audience is extremely small and requires highly vertical positioning.
• The cult of personality is more pronounced, and the influence of the founder is crucial.
• Products are often marketed at the conceptual stage and require continuous trial and error.
• Need to balance technical expertise with community entertainment expression.
• Community operation and ecological coordination are core.

Key points of crypto marketing:

• Depth-first, precise resonance is more important than scale.
• Build a "product-economy-community" closed loop
• Balancing the marketing and financial attributes of the Token
• Founders need to shape the image of domain experts
• Make good use of community culture tools such as memes

Developer Ecosystem Construction

Developer Relations ( DevRel ) Strategy:

• Deeply integrate into the marketing system
• Unified document language style and conversion path
• The evolution of DevRel towards content creator roles
• Enhance engagement through interactive methods such as programming education.

Key to Developer Ecosystem Operations:

• Explore business potential while tracking early developer progress.
• Proactively identifying needs to drive product iteration
• The closed-loop model of "empowering first and then voicing"
• Build a complete ecosystem of "Product-Economy-Community"

Token Issuance and Brand Synergy

token issuance full cycle management:

• Balance marketing activities with financial product attributes
• In-depth discussion on value positioning with economists
• Research the application scenarios and habits of different markets
• Establish post-listing management mechanism ( community, incentives, information disclosure, etc. )

Brand collaboration under a separate structure for the foundation and laboratory:

• Laboratory: Cultivating technical leaders as channels for expression
• Foundation: Focus on strategic communication at the brand level
• Maintain narrative independence, forming synergy at the execution level.

Founder Influence Building

Suggestions for Personal IP Development for Founders:

• Shape the image of a domain expert, not a product salesperson
• Choose the most natural way of expression ( podcast, long articles, videos, etc. )
• Start from the easiest entry point to create iconic moments.
• Adhere to the original content produced by the founders, the team is responsible for optimization and packaging.

Collaboration between the marketing team and the founders:

• Deeply understand the founder's vision through one-on-one communication.
• Assist in conveying the core vision, not entirely build on behalf of.
• The founder must lead the expression of the company's DNA and technology roadmap.

Startup Team Marketing Kickoff

Key moments for allocation of marketing resources:

• The best time for marketing launch is 6 months before the product goes live.
• Consider full-time personnel for continuous community operations.
• For phased demands, you can choose consultants or agency firms.

Core competencies of the marketing head of a startup team:

• Versatile talent, familiar with work style
• Possess seamless collaboration capabilities
• Willing to take the lead personally

Team Building Principles:

• "All-in-One Foundation + Vertical Expertise" Dual Standards
• Organize team structure by domain rather than by function
• Balance the technical background with industry adaptability
• Clarify the strategic positioning of content creators

Global Operations and Community Culture

Globalization landing operation strategy:

• Building a local trust network is core
• Identify and cultivate active members through tools like Discord.
• Discover and officially incorporate core community supporters

Event Strategy:

• Focus on high-value participants, pursuing quality over scale.
• Plan major events in sync with the product roadmap
• Standardize budget usage to align with ecological strategic direction.
• Focus on efficient event formats such as closed-door meetings, developer conferences, etc.

Balancing technical professionalism with community culture:

• Integrate memes as an organic part of the overall communication strategy.
• The core account maintains a professional tone.
• Provide operators with reasonable meme creation space
• Adhere to brand tone, control communication risks