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Why traditional marketers fail in Web3: Avoiding these failures

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“You can fork code, but you can’t fork a community.” I wish I had come up with this gem of a saying. I use it extensively. I also wish I knew who to credit it to. Heard it on a podcast several years back, and it hit me like a ton of bricks. 

2023 marks my 10th anniversary working in the blockchain industry — primarily in community and marketing. The number one lesson I have learned is how valuable communities are: how powerful they are, and how unique each one is. And, they’re the only reason your projects can become a success or failure. 

You can replicate marketing plans, you can fork Github repos and you can poach developers and other professionals from your competitors. However, if there is one thing you cannot do, it’s copying and pasting a community — no matter how hard you try.

The community is not your client base

Over the years I’ve witnessed the tragic demise of several accomplished and veteran traditional chief marketing officers. I’ve witnessed great projects slam into a go-to-market dead end. Projects treating the community as a nuisance they are forced to tolerate, simply copying what others are doing and forcing it to fit in tend to not do well. They pretend to care for the community publicly while ignoring their value internally. 

In Web2, you have customers and clients. You have sales targets and KPIs to meet. Your goal as a marketer is to convince people your product is better than the next. You know your client’s identity. You own their data. You grow your customer base through advertisement dollars. The communication is generally one-sided. You offload interactions onto Customer Service to deal with any complaints. 

How to market to a Web3 crowd

It really is quite simple. You’re not selling anything. You’re raising awareness, and letting people figure out why you matter all by themselves. Don’t even try to convince anyone about anything. Your only KPI is to keep people interested.

It’s all about the mindset, acknowledging the radically different ethos and user behaviour compared to Web2. Respect the original broad stroke principles of the anarchic-cypherpunk manifesto that permeates between the lines of Satoshi’s white paper. If you didn’t understand this previous sentence, that is your core issue. 

In Web3 you have users, not customers and clients. Together, they form a community. A community is like having a big family with new members every day. It is all about nurturing relationships with — for the most part — anonymous individuals on the internet. It’s about making friends with avatars who have a common interest. Treat everyone like they’re your best friend.

The code for many projects is open-source. Anyone can audit it. The community owns the project through token holding and governance. Your project’s wallets are auditable too. There is zero tolerance for foul play. The beauty lies in the eyes of blockchain explorers. Treat everyone with the same level of respect as you would the Internal Revenue Service. Radical transparency is key. “Don’t trust, verify.”

Understand you have subsets within your community with different interests, and become obsessively interested in each and every one of them. Treat every individual as a VIP, and cater to their individual needs.

“We’ll just throw money at the problem”

The last thing you do is spend from the prototypical marketing budget. It simply doesn’t work until you reach a critical mass of users when your community is thriving. Spend your energy fostering a welcoming and fun place for folks to congregate in. Invest in quality community managers rather than marketing leads. Word of mouth will vastly outperform any PPC or PR campaign.

User acquisition is easy. Retaining people is hard. Ask yourself, “What is it that makes people come back every day?”

This is your entire marketing strategy boiled down to one sentence. 

Your community is not a currency, it’s a store of value

In the ever-evolving landscape of Web3, true value isn’t just tokens or coins that change hands. It’s the collective heartbeat of a community, the shared passion and vision that drives projects forward. Traditional marketing metrics and strategies fall short in this realm, not because they’re inherently flawed, but because they were designed for a different era — a different mindset.

Web3 is more than just a technological evolution; it’s a cultural renaissance. It’s a space where centralized hierarchies are flattened, and every voice, no matter how soft, has the potential to echo with impact. In this brave new world, the community isn’t just an audience; they’re co-creators, stakeholders and always the lifeblood of a project. They don’t buy a product; they buy into a vision, a dream and a promise of a decentralized future.

As we journey deeper into the Web3 era, it becomes evident that while tokens may fluctuate in price, the true store of value is the trust, passion and commitment of a community. They don’t merely transact; they transform. They don’t just invest; they inspire.

In the world of Web3, where the tangible often blurs with the intangible, remember this: Your community’s value isn’t just in what they give, but in what they represent. Through bull markets and bear markets, cherish them, for they are the bedrock upon which lasting legacies are built.

Tiago Serôdio is an accomplished growth marketer and community professional who specializes in hyper-scaling projects.

This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.

Cryptocurrency

Pi Network Community Grows in These Countries, But When Mainnet?

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TL:DR;

  • Although it’s yet to see the light of day officially, Pi Network continues to attract new users, and its community is growing in many large countries.
  • Nevertheless, a large portion of its user base still wonders when the mainnet will be live, with the latest projections indicating that this will happen by the end of March 2025.

Community Grows

The controversial crypto project has attracted a substantial fan base, with previous estimates suggesting that more than nine million people have completed the KYC verifications and migration process to the mainnet. Perhaps due to its popularity, the number of scams impersonating the protocol is also on the rise, which prompts the team to issue frequent warnings about such frauds.

The official X page focused on Pi Network news, Pi News, outlined a few consecutive developments in different countries that have boosted the project’s popularity even further in those regions. Most recently, the team posted about a Megha Event held on January 26 in India, where a group of supporters gathered to discuss the protocol.

Before that, the team bragged about an event that took place in Nigeria, saying that its presence in the country is “growing stronger every day.” Pi Network’s popularity is also on the rise in another African country – Botswana.

But When Mainnet?

The main criticism against the project has been the lack of an official mainnet launch and token release. Although Pi Network was created years ago, it continues to delay their launch, which has caused some speculation about a potential fraud.

However, the team still maintains that the protocol will see the light of day officially soon. In fact, its most recent publication on the matter indicated that the Open Network will be live this quarter (which ends in March).

Although the news was praised by many, it also faced some skepticism due to the previous delays. Many comments advised people to lower their expectations due to Pi Network’s history.

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Solana Price Surges as New Trump Venture Lifts Market – May Solaxy Pump Next?

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The launch of Truth.Fi has shaken up the crypto market – and Solana (SOL) is capitalizing.

Trump’s newest company is planning a massive $250 million crypto investment.

Some traders are now searching for low-cap coins that could benefit from this potential investment.

Solaxy (SOLX) is one of these coins, having raised more than $16 million in its limited-time presale phase.

Solana Rallies After Trump’s Truth.Fi Prompts Crypto Market Speculation

Solana is trading around $241, marking a 6% jump in the past 24 hours.

It’s now the biggest gainer among the top 10 cryptos by market cap and has almost caught XRP in terms of daily trading volume.

SOL is now at its highest price since last Sunday.

This rebound seems linked to Trump Media & Technology Group’s Truth.Fi, a new financial entity that’s got everyone hyped.

Truth.Fi is looking to invest up to $250 million into digital assets, with Bitcoin firmly in its crosshairs.

That’s a considerable portion of the firm’s $700 million war chest.

And everyone’s speculating on which coins Truth.Fi might invest in alongside Bitcoin, with Solana looking like a prime candidate.

This isn’t Trump’s first exposure to the crypto market.

He’s been investing in it through World Liberty Financial and has also promised to create a strategic Bitcoin reserve for the U.S.

Market Sentiment Flips Bullish Despite Latest Fed Decision

The broader market is recovering, with Bitcoin and Ethereum back in the green – posting 3% and 5% gains, respectively.

But the biggest gainer has been Sui with a 14% rally that’s got everyone talking.

Trading volumes are soaring too, jumping 17% from yesterday’s figure.

Investor sentiment seems to be shifting from cautious to confident, as evidenced by the Crypto Fear & Greed Index returning to 70 – firmly in “Greed” territory.

All of this is despite the Fed keeping interest rates steady at yesterday’s meeting.

Usually, that kind of news would lead to a sell-off, but the market seems calm about it – suggesting expectations were already priced in.

Crypto analyst Rananjay Singh is calling it: “The bull run is taking shape again.”

And he might be onto something, given the climbing trading volumes and positive price action across the board.

Solana looks primed to capitalize, with the next key resistance level around $258.

If SOL can breach that level, there’s a potential path back to all-time highs.

Is This New Layer-2 Project About to Pump? Solaxy Passes $16M in Presale & Receives Influencer Endorsement

All of the buzz around Solana (and crypto in general) is putting the spotlight on Solaxy, a new Layer-2 project in presale.

With over $16 million raised already, Solaxy is positioning itself as the solution to Solana’s scalability issues.

It’s precisely the kind of infrastructure that could catch the eye of big players like Truth.Fi.

What’s interesting about Solaxy is its cross-chain approach.

Solana has always been one of the fastest chains, but Solaxy’s ability to bridge with Ethereum opens up a world of possibilities for traders and developers.

Solaxy promises to easily handle high-volume trading – an interesting pitch as more institutions look to get into crypto.

And there’s more since Solaxy also has a staking protocol built in.

Currently, annual yields are estimated at 243%, encouraging investors to lock up more than 4.7 billion SOLX.

The developers have a clear roadmap for after the presale, beginning with a DEX listing (and a potential CEX listing).

Some popular influencers are already optimistic about these listings.

ClayBro, known for his in-depth crypto analysis, believes that once Solaxy goes live, it could “take over” the meme coin space.

He believes its mix of utility and meme energy could set it apart from all of the useless meme coins launched every week.

Overall, things look promising for this new Layer-2 project – making it one to watch in early 2025.

Visit Solaxy Presale

Disclaimer: The above article is sponsored content; it’s written by a third party. CryptoPotato doesn’t endorse or assume responsibility for the content, advertising, products, quality, accuracy, or other materials on this page. Nothing in it should be construed as financial advice. Readers are strongly advised to verify the information independently and carefully before engaging with any company or project mentioned and do their own research. Investing in cryptocurrencies carries a risk of capital loss, and readers are also advised to consult a professional before making any decisions that may or may not be based on the above-sponsored content.

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Cryptocurrency

Ethereum Could See a Pullback to $2,500 Amid Whale Absence

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After a short-lived rally past $3,700 in early January, Ethereum struggled to sustain its gains and is now 12% below its recently established local top. The leading altcoin’s market sentiment remains muted.

As such, a new analysis suggests that the next significant price shift will largely be influenced by whales.

No Whale Frenzy

Ethereum’s price has stabilized above $3,000, but CryptoQuant analyst ‘IT Tech’ warned that a drop to $2,800-$2,500 remains a possibility if whale activity surges amid price weakness.

Currently, Ethereum’s large transaction volume (LTV) remains low compared to previous bull cycles, indicating a market driven more by retail investors than large institutional players.

Unlike in 2017 and 2021, there is no sign of excessive speculative activity from whales. Such a trend usually indicates a more organic rally driven by retail players instead of speculative mania.

While occasional spikes in LTV have been observed, they are not yet at levels that typically precede major price movements. For Ethereum to continue its upward momentum toward $3,500 and beyond, analysts suggest a sustained increase in LTV is necessary as confirmation of strong institutional interest.

However, if large holders begin distributing ETH while prices weaken, it could trigger a significant correction. Investors should closely monitor LTV trends, as sudden shifts in whale behavior could be an early warning of a price decline to the $2,800-$2,500 range.

Rocky January for Ethereum

The Ethereum ecosystem as a whole has faced significant criticism over co-founder Vitalik Buterin’s ETH sales, centralization fears, and regulatory uncertainty. However, market experts argue that negative sentiment often precedes a rally, with a few projecting the asset to surge from $4,000 to $20,000.

Meanwhile, Vivek Raman, former UBS trader and founder of Etherealize, believes that crypto assets remain undervalued. He cited five key reasons for bullishness.

First, the Trump family’s DeFi project, World Liberty Finance, is heavily invested in Ethereum. Second, he pointed to the rising institutional demand with asset managers and hedge funds embracing tokenization, a movement reliant on Ethereum’s infrastructure.

Third, investment banks are integrating crypto functionality, favoring Ethereum for its security and programmability. Fourth, the repeal of SAB 121 removes regulatory barriers and, in turn, enables banks to hold ETH and other tokenized assets.

Finally, a staked Ether ETF is expected, backed by a more innovation-friendly SEC leadership.

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