The Full Guide to Strategic Fundraising with KOLs in the Crypto Space

10 Marketing Strategies for Your Web3 Project in 2023

9 min read
Jan 12, 2023

As the decentralized web (Web3) continues to gain traction, more and more businesses are starting to encounter the opportunities and challenges of running marketing campaigns in this space. So, here are our 10 marketing strategies for your web3 project in 2023.

A Growing Industry

web3 innovation is still growing fast

With the rapid growth of the industry, Web3 builders are looking to market their crypto projects. This is because of the constantly evolving landscape of the crypto space. Leading brands are investing in innovative technology and marketing teams are focusing on building out engaging content.

These trends are likely to keep shifting as more and more blockchain technology advertising options become available. Unfortunately, with the decentralized nature of Web3, some of the older advertising platforms cannot reach users in these communities.

But Web3 Marketing is already finding options to reach and target these audiences.

While our eyes are on the future of metaverse marketing - for now, our list is focused on increasing visibility among the crypto community on Web2 platforms. Demand for crypto projects where ads can be flighted to token or NFT holders is high among marketing teams - but these options are still in testing mode and can't be included here just yet.

As a Crypto Marketing Agency, we've put together some recommendations from our marketing team to bring you a list of some effective marketing ideas to help you build out your comprehensive Web3 and crypto marketing strategy.

Get the Most from Your Crypto Marketing Efforts

web3 is all about community

When building a cryptocurrency marketing strategy, the most important thing to remember is that it is all about your community. Your community is the people who will be engaging with your product or service, so it is essential to make them feel valued and appreciated.

Building an engaged and loyal community is the number one key to achieving success through your Web3 marketing campaigns. This can be done by providing content that resonates with them, creating interactive experiences, and establishing trust within the community.

Additionally, community management is important. Listen to feedback from your users and be open to adapting your strategy accordingly. By focusing your marketing efforts on building an engaged and strong community, you will create a strong foundation for success.

Building Your Marketing Strategy for Web3 Marketing?

build your custom web3 marketing strategy

There are several reasons why it is important to choose from a selection of effective marketing strategies for marketing your crypto and blockchain projects:

  • Different marketing trends are more effective for different types of audiences, so it is important to consider which strategies are most likely to resonate with your target audience.
  • Diverse strategies provide a more well-rounded approach. By using a variety of marketing methods, you can reach your target audiences in multiple ways and increase brand awareness.
  • Different marketing tactics require different levels of time, money, and resources, so it is important to consider which strategies are most feasible for your project.
  • Mixing strategies allows for flexibility and adaptability. By using a mix of marketing strategies, you can be more flexible and adaptable in your marketing efforts and respond to changing market conditions quickly.

It is important to choose from a selection of marketing strategies to market your crypto project to ensure that your efforts are effective, efficient, and aligned with your goals and target audience.

The List:

your 10 web3 marketing strategies to select from

As the Web3 ecosystem continues to grow, marketing your crypto project can be a daunting task. With so many different strategies available, it can be difficult to decide which ones are best for you.

Fortunately, there are a few key strategies that can help you reach your goals. For your consideration, here are 10 marketing concepts that you can select from when marketing your Web3 project in 2023. With community-related concepts included, we believe you'll find some simple digital marketing ideas to get you off to a great start.

From leveraging influencers to creating content and search engine optimization, these strategies will provide you with an effective way to build awareness of your project and reach your ideal audiences.

Additionally, the tested traditional marketing concepts should enable you to build credibility and build brand awareness while you can reach your target audience wherever they may be.

By implementing even some of these, you will be well on your way to success throughout 2023.

Content marketing

content marketing strategy

  • Content marketing can be a powerful tool for Web3 businesses looking to educate and engage their target audience. By creating and sharing relevant, consistent, and valuable content, businesses can showcase their expertise, build trust and credibility, and drive traffic and leads to their website.

  • One of the key benefits of content marketing for Web3 businesses is that it can help to establish thought leadership and position the business as a trusted authority in its field. As you create content that addresses the challenges and needs of your target audience, your Web3 business can demonstrate your expertise and value proposition, and build trust and credibility with its audience.

  • Your high-quality content will enable many of your other marketing initiatives - including your influencer marketing strategy, your paid advertising copy, your social media posts, your search engine optimization, and the digital advertising you send out to online communities and other growth channels.

Social media marketing

social media marketing strategy

  • Use social media platforms to connect with your target audience and build a community of supporters. Leverage social media platforms like Facebook, Twitter, Instagram, and LinkedIn to build relationships with potential customers and stakeholders. Post relevant content, respond to questions or comments promptly and use sponsored posts or ads to increase visibility.

  • Digital marketers agree that social media channels give you a valuable opportunity for user engagement and enable you to stay up-to-date with your targeted audience.

Influencer marketing

influencer marketing strategy
  • Running influencer campaigns in the Web3 space can put you in front of potential users as influencers promote your project to their followers. Collaborating with influencers in the industry is very effective when managed appropriately.

  • Launch influencer marketing campaigns with individuals who are respected by their followers and can bring credibility to your brand.

Email Marketing

email marketing strategy

  • They keep saying that email marketing is dead - but we're here to tell you it's still very much alive. Use your content strategy and website blogs to build an email list and send that newsletter out!

  • Use email to stay in touch with your subscribers and keep them informed about your project's progress. This can include sending newsletters, updates, and promotional offers.


search engine optimization strategy

  • Optimize your content and website to help you rank better in search engine results and generate more traffic from the world wide web. This includes optimizing titles, descriptions, and keywords on your web pages, as well as creating quality backlinks from other websites that point to yours.

Pay-Per-Click (PPC) Advertising:

paid ads in web3 strategy

  • Drive targeted traffic to your website with paid ads on Google Ads or through other paid campaigns. Set up campaigns based on keyword research and targeting options so the right people see your ads. Cryptocurrency marketing is unfortunately banned on Twitter, but other platforms are still active and available.

  • This is a staple of any digital marketing strategy and when used in conjunction with a great landing page can be a cost-effective way to generate leads - although it can't be done without spending money!

Public relations

public relations strategy

  • PR strategies are an effective way to build buzz and awareness for your project. Some PR tactics that you may want to consider include:
  • Press releases
  • These are formal announcements that you can distribute to media outlets and journalists to share news about your project. Press releases can be used to announce new product launches, partnerships, or other significant milestones.
  • Media Relations
  • Building relationships with media outlets, podcasts, and journalists can help you get coverage for your project. This can involve reaching out to relevant outlets and pitching your story, or simply maintaining regular communication to keep them informed about your project's progress.
  • Thought leadership content
  • Sharing valuable insights and expertise through thought leadership content can help you establish your project as a thought leader in your industry.
  • This can include writing blog posts, articles, or other types of content that showcase your team's expertise and provide value to your target audience.
  • To build buzz and awareness for your project, it's important to reach out to relevant media outlets, podcasts, and journalists and share your project's story. This can involve sending press releases or pitch emails or simply reaching out to build relationships with key media contacts. By leveraging PR strategies and tactics, you can effectively get the word out about your project and increase visibility in your industry.

Community building

content marketing strategy

  • Community management is a crucial aspect of a strategy for Web3 projects, as it helps to build a loyal and engaged user base that can support and advocate for your project.
  • By hosting online events, such as webinars, meetups, or hackathons, or creating online forums or groups where users can discuss and share ideas about your project, you can create opportunities for users to engage with your project and build a sense of community and belonging.
  • One effective way to build a community around your Web3 project is to use social media. While traditional social media businesses are primarily Web2 based, there are also a growing number of Web3 social media options that can be used to build a community of supporters around your project.
  • These platforms often offer more privacy, security, and decentralization than traditional social platforms, and can be a valuable tool for building and engaging a community of Web3 enthusiasts.
  • Community building is an essential component of a Web3 projects' marketing strategy, as it helps to create a loyal and engaged user base that can support and advocate for your project. By hosting online events, creating online forums and groups, and leveraging Web3 social platforms, you can build a strong and vibrant community around your project and drive growth and success in the decentralized web.

Video marketing

video marketing strategy

  • Video can be a powerful tool for Web3 projects looking to showcase their value proposition and capabilities in a more engaging and visually appealing way. By creating high-quality video content, such as demo videos, product walkthroughs, or explainer videos, Web3 projects can demonstrate their unique features and benefits in a way that is easy for users to understand and connect with.
  • Using video can also help to increase engagement and retention with users, as people are more likely to watch and share videos than they are to read long-form content. Incorporating video marketing into your Web3 project's marketing strategy can be a powerful way to reach and engage with your target audience and drive growth and success for your business.

NFT Giveaways or Promotions

nft promotional strategy

  • NFT giveaways and promotions can be a powerful tool for building buzz and awareness around a Web3 business, as they can generate excitement and interest among users and create a sense of exclusivity and scarcity. Use artificial intelligence for an added spin - there are amazing AI-generated NFT images out there!
  • One of the main benefits of using NFT giveaways and promotions is that they can help to drive traffic and engagement to your website or social media channels. By offering users the chance to win or earn unique NFTs, you can create incentives for them to visit your website or follow you on social media, which can help to build a loyal and engaged user base.
  • In addition to driving traffic and engagement, NFT giveaways and promotions can also help to generate buzz and awareness for your Web3 business. By creating unique and valuable NFTs that users want to own or collect, you can create a sense of excitement and anticipation among your target audience. They can also be a valuable contribution to your influencer marketing.

Partnerships and collaborations

partnerships and collabs strategy

Partnering with other Web3 projects or companies can be a powerful way to cross-promote your project and leverage each other's audience and resources. By forming strategic partnerships with complementary projects or companies, you can create opportunities to reach new audiences, share resources and expertise, and collaborate on joint marketing efforts.

There are several ways that you can partner with other Web3 projects or companies to cross-promote your project.

For example, you can co-host webinars or events, create joint content or resources, or run cross-promotional campaigns on social media or other channels.

By collaborating with other Web3 projects or companies, you can tap into each other's networks and resources to amplify your reach and impact.

In addition to cross-promotion, partnering with other Web3 projects or companies can also provide opportunities for joint product development, cross-selling, or referral programs. By working together, you can create mutually beneficial relationships that can drive growth and success for both parties.

Build Your Web3 Marketing Strategy Now

build your own web3 marketing strategy

With the range of digital marketing strategies available to enable the web3 or cryptocurrency marketing strategy for your Web3 project - which of the above will you be taking on board for the next year?

Remember that the driving force of Web3 Project Success is the power and strength of your community. With a strong community, you will be able to grow and scale your project successfully.

While some of the above seem like they come straight out of a traditional marketing strategy playbook, the reality of the Web3 space is that it is still very immature for reaching targeted audiences. Most Web3 clients are still engaged on Web2 platforms and we can reach them there.

Email marketing is a valid part of a comprehensive content marketing strategy. When you go through the list, in Web3 marketing, the community dictates that two genres stand out. These are Content Strategy and Community focused building and management.

Once you've selected your elements - we've got one last pro tip for you...

Pro Tip to Get the Most Out of Your Marketing Strategy

best results - web3 marketing strategy

As you know, the world of Web3 is constantly evolving and it can be a challenge to keep up with the latest marketing trends and tactics. This is where digital marketing agencies can come in.

While you can build out your strategy and try to manage all the elements while also building your business, hiring staff, raising funds, and trying to have a life - with a digital marketing agency specializing in Web3 - your experience (and results) could be much better.

With our expertise and experience, we can help you both to identify the most effective marketing strategies for your project, guide you through the implementation process and even help you analyze the data. Security comes with experience.

With Lunar Strategy, you can be assured that you're receiving excellent knowledge in the Web3 space. We can even build out Key Performance Indicators to identify and deliver according to your expectations.

In addition to providing you with the expertise you need, hiring a marketing agency can also save you time and resources. By letting us handle the strategic aspects of your campaigns, you and your team can focus on other important tasks and still have access to a full range of professional services.

Our flexibility and scalability also make us an ideal partner for Web3 projects. We can help you adjust your marketing efforts as needed, whether you have limited resources or are experiencing rapid growth.

And with our measurable results, you'll be able to track the effectiveness of your marketing strategy and make informed decisions about how to adjust your tactics.

While hiring a full-service marketing agency can be a cost-effective and efficient way for a Web3 project to develop and implement a complex marketing strategy, we understand sometimes the urge to do it yourself is also calling.

Lunar Strategy - your full service agency

Thank you for taking the time to read through our post. We hope you've found some fresh ideas to implement in your campaigns. If you decide to find an agency, we hope you'll consider partnering with us to take your marketing efforts to the next level.

Simply complete the form below to set up a zero-obligation discovery call.

Tim Haldorsson
CEO of crypto and Web3 marketing agency Lunar Strategy, involved in the crypto scene since 2017. Provides forward-thinking Web3 marketing insight as a contributor to Cointelegraph, Rolling Stone, Daily Coin, NFT Plazas, and Finance Magnates.
Jack Haldorsson
CMO at Lunar Strategy. Been in the crypto space since 2017. Jack leverages his know-how of the blockchain ecosystems and strong KOL relationships to execute result-focused strategies that amplify brand storytelling, drive awareness and grow the project sustainably with the help of Influencer relations.
Adam Westerén
Head of Sales
Adam's passion is to create self-sustainable communities in the Web3 world. He enjoys when you create a Web3 community that can grow by itself. This is what he does in his current role as Head of sales.
William Rejström
As a Community Manager at Lunar Strategy, I'm passionate about finding new ways to connect people, add value and build strong community relationships.
Shann Holmberg
As head of growth at Lunar Strategy, I understand the significant shift away from traditional marketing strategies that Web3 projects require.
Nick Ballanutsa
Crypto Content Creator
Crypto Content Creator, Nick is creating engaging Twitter threads & posts for leading crypto & NFT companies.
Vide Haldorsson
Influencer Manager
Influencer Manager at Lunar Strategy.
Johnny Pedro
Head of Partnerships
Head of Partnerships at Lunar Strategy, creating win-win solutions for Web3 companies. You might have heard his music on Tomorrowland from his previous ventures in the music industry.
Jarrod Frankel
Head of Community
Jarrod is responsible for the teams that provide both engaging social media content and enticing and informative articles for our clients.
Tayler McCracken
Editor at Coin Bureau
Tayler McCracken is the Editor-in-Chief of the Coin Bureau, a leading publication that provides cryptocurrency education.
Vineet Nair
As a web3 storyteller, Vineet brings a wealth of experience in content, journalism, and management, with hands-on knowledge of metaverses, NFTs, AI, and finance.
Hassan Shafiq
Lunar Strategy
Lunar Strategy.
Mairead Finlay
British writer specialising in NFTs, luxury lifestyle & travel based in Portugal. Previous publications include Business Insider, LoveEXPLORING, The Guardian and My French Country Home Magazine. Previously the SEO Editor of tech & startup website TechRound.
Sandra Vukovic
Content & Marketing Specialist
Content & Marketing Specialist at Lunar Strategy.
David Kevin Jeppesen
Lunar Strategy
Raised in the spring of technology, solving problems and finding simple digital solutions is part of my nature. I’m a teachable individual who is always eager to learn and develop as a person.
Julieta Ose
Crypto Content Creator
Crypto Content Creator at Lunar Strategy.
Gino De Graaf
Google Ads Specialist
Google Ads Specialist at Lunar Strategy.
Sam Runge
Media Manager
Lunar Strategy.
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