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

How To Get Started In Web3 Marketing

4 min read
Nov 2, 2022

In recent years, the marketing landscape has evolved dramatically. As we shift to an era of decentralization, traditional marketing techniques have lost efficacy. In response, Web3 marketing has emerged as a distinctive form of marketing that uses contemporary blockchain technologies and community-centric strategies to create and deliver messages to an acclimated wider audience. So, with that being said we thought we would help to answer the question of how to get started in Web3 Marketing.

If you’re new to Web3, it can be a little daunting trying to figure out where to start when it comes to marketing your project. There are so many options and ways to go about it, and choosing the best platforms and strategies for your project is essential.

This article gives an in-depth guide on navigating the Web3 marketing space without experience or former involvement. We will show you how to start strategizing your Web3 marketing approach with some resources and advice tailored for beginners.

The Basics Of Web3 Marketing

Web3 marketing is the application of fundamental marketing strategies upon decentralized communities using new technologies. The goal of Web3 is to return power and privacy to the community in transparent and decentralized ecosystems. While Web 2.0 had a primary focus on the front end of the internet, Web3 prioritizes the enhancements of functionality for the user at the back end.

This means that to have a successful Web3 marketing strategy, you need to focus on delivering value and cultivating trust with your community/audience. The best way to do this is by building an authentic online presence to find community members passionate about your project or product.

There are six integral steps to start a successful Web3 marketing approach:

Where Should You Start?

1) Determine precisely what you will be marketing

Any marketing strategy starts with introspection; What is the specific project/product central to the marketing efforts; What utility does the project/product hold for potential investors, community members, and stakeholders; What does the ideal community look like?

Defining the answers to these questions will give you a much clearer understanding of how to approach your marketing strategy. Determining your niche can assess your footing in the industry and community. Defining the project’s utility helps you find the unique selling point or USP to attract a specific community. This step is fundamental to starting a coherent Web3 marketing campaign.

2) Develop a substantial understanding of the underlying technology

In this case, the blockchain. Once you grasp exactly how blockchain functions, you can begin to explore ways to market your project or product to a niche target audience. There is an abundance of tutorials and articles that analyze Web3 and its significance in the physical world.

In-depth knowledge about the space immediately transcends marketers beyond traditional marketing and into a world of potential to utilize new technologies for their project’s benefit. However, it is also important to be critical and understand the challenges that come with these modern technologies.

3) Find your niche and establish your community

Another aspect is to understand your community and active members. Who are they? What do they want/need? How can you best serve their interests? By understanding your audience, you can better target your marketing efforts and create content that will resonate with them.

One way to target an authentic community is to be consistent and active on popular social media sites and forums such as Twitter, Reddit, and Telegram. Alternatively, you can also use more specific blockchains or Dapps that have their own dedicated communities, such as Ethereum, EOS, or Tron. Find the platforms crowded with individuals in your target niche and optimize your content accordingly.

4) Spend enough time planning and strategizing

It’s essential to have a clear plan and strategy in place before you start spending marketing resources. What goals do you want to achieve? What platforms and tools will you use to get there? How will you measure your success? There are many key performance indicators or KPIs that you need to consider to strategize effectively and proactively. A concise plan can better focus your energies and resources on achieving your desired results.

The fundamentals of marketing also come into play in the strategy phase. Many traditional models are constructive for developing a coherent strategy for a successful, theoretically-based marketing campaign.

5) Stay up-to-date with the latest Web3 news and trends

Don’t forget to stay up-to-date with the latest Web3 news and trends. Regular research will help you better understand the space and how your project or product fits. It will also give you ideas for content, marketing strategies, and partnerships by spectating the Web3 projects dominating the market.

The Web3 space is inherently community-centric and, therefore, volatile to industry events. Staying informed will help you navigate the larger impacts affecting your project and counteract any market occurrences.

6) Create engaging and valuable content

Any marketing strategy’s success relies heavily on producing unique, quality content. It is an opportunity to expertly display what your Web3 project or product has to offer to attract new eyes. You can create a few different types of content, each with its unique features and potential. The main objective of content creation is to inform, inspire, and persuade your audience creatively and transparently.

Some examples include website content, blog posts, social media content, press releases, case studies, e-books or whitepapers, email campaigns, and more. No matter what type of content you choose to create, be sure that it is captivating, accurate, and expertly produced to make a lasting impression. Recently, video content has been a popular type to boost engagement and interest-- this is your chance to put your creativity and persuasive communication skills to good use.

Web3 Marketing Platforms

Now that you have a basic understanding of Web3 marketing, let’s look at some of the most popular platforms in the space.


Twitter is a hub of engagement and interaction for the Web3 community and, thus, essential for growing your audience. With a plethora of active and engaging users, the social media platform provides an extensive opportunity for collaboration, adding value, building trust, and establishing authority. Twitter Spaces is also one of the most potent community-building tools, thanks to a boost in algorithmic exposure.

Twitter engagement tips include optimizing your Twitter profile to present your project, interacting with active users in the same niche, and sharing consistent and quality content with trending hashtags.


Reddit is a platform with a vast array of communities to choose from. It’s a splendid way to connect with like-minded people and participate in lively discussions.

The best way to engage on Reddit is by being an active and valuable contributor in relevant subreddits. You can also consider running ads on the platform to reach new audiences.


Telegram is a popular messaging app in the crypto community. It’s a great way to keep in touch with your audience and provide them with timely updates. You can also use Telegram to run marketing campaigns and host events.

When using Telegram for Web3 marketing, it’s important to consider the app’s user base. Don’t spam users with too many messages or advertise excessively. Instead, focus on providing quality content and engaging in genuine conversations.


Discord is a voice messaging app popular among gamers and crypto enthusiasts. It’s a great place to build relationships and foster collaboration within your community.

Discord marketing tips include creating a server for your project, populating it with relevant channels, and inviting active members of the community. You can also use the platform to run ads and host events.

These are a few platforms available for Web3 marketing-- research and activity on these platforms can help you determine which will best suit your project and community.


Web3 marketing is a unique and exciting way to reach new audiences and promote your project in the evolved marketing landscape. By understanding the nuances of the space and utilizing the right tools, you can counteract any market occurrences with a sound marketing approach and an established community.

As a leading crypto and NFT growth agency, Lunar Strategy guides Web3 projects through the entirety of their marketing initiative, from concept to execution. With experts in various marketing disciplines and an impressive portfolio of clients, Lunar Strategy helps your project reach its full potential.

Are you ready to take your Web3 marketing to the moon and beyond?

Click this link to get in touch with our team of experts-- we can’t wait to hear from you!

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.
Node Sales - 2024's Freshest Crypto Fundraising Narrative 
Node Sales - 2024's Freshest Crypto Fundraising Narrative 
YouTube SEO For Businesses - 12 tips to rank higher
YouTube SEO For Businesses - 12 tips to rank higher
Why You Should Optimize Your Google Ads Shopping Campaign
Why You Should Optimize Your Google Ads Shopping Campaign
Read Also
Jun 7, 2024
Node Sales - 2024's Freshest Crypto Fundraising Narrative 
Dive into the world of node sales, 2024's freshest crypto fundraising narrative. This comprehensive guide explains the concept of nodes, the mechanics of node sales, and the potential benefits for investors, such as earning passive income and contributing to network decentralization. Explore the advantages of participating in node sales, the technical aspects of running a node, and important considerations for investors.
May 31, 2024
Lunar Strategy’s CMO & Head of Influencer Marketing Dives Deep into KOL Fundraising
Dive deep into the realm of KOL fundraising in crypto with this insightful article featuring Lunar Strategy's CMO, Jack Haldorsson. Understand the current fundraising landscape, the significance of influencers, and the challenges and opportunities startups face. Learn about Lunar Strategy's approach to strategic partnerships, investor relations, and the impact of regulatory frameworks. Discover the innovative technologies and methods that will shape the future of crypto fundraising, and find valuable guidance for your own fundraising journey.
May 21, 2024
Mastering DePIN Marketing: A Complete Guide for 2024
Discover the essential strategies for mastering DePIN marketing in 2024. This comprehensive guide covers influencer marketing techniques, PR best practices, social media optimization on X (formerly Twitter), and community building tactics. Learn how to identify the right influencers, craft strategic narratives, execute impactful PR campaigns, and create a thriving community around your DePIN project. By implementing these strategies, you can position your project at the forefront of the DePIN revolution.
May 10, 2024
How To Use Crypto Public Relation Strategies After Launching Your Token‍
This article explores essential strategies for successful post-token launch crypto PR and marketing. Key topics include defining PR goals, crafting compelling narratives, leveraging media relations, building thought leadership, engaging communities, managing crises, and measuring success. By implementing these tactics, projects can boost brand awareness, foster loyalty, and drive adoption.
May 6, 2024
What Running A Crypto Influencer Marketing Agency Looks Like: Lunar Strategy Insights
In this article, we share valuable insights on managing influencers, working with clients, and creating synergy between KOLs and brands in the fast-paced world of crypto.
May 2, 2024
5 Crypto Startups You Need To Know In 2024
This article highlights five noteworthy crypto startups in 2024 that are bringing fresh ideas to areas like AI-powered e-commerce, cloud computing, Layer 2 solutions, Bitcoin development, and decentralized exchanges. Find out what sets these companies apart.
Apr 29, 2024
Lunar Capital’s Strategic Crypto Fundraising Guide: A Brief Overview
Lunar Capital's "Full Guide to Strategic Fundraising with KOLs in the Crypto Space" is a comprehensive resource for navigating the post-halving crypto landscape. Learn about fundraising stages, KOL partnerships, crafting the perfect pitch, and vesting strategies to ensure long-term success in the ever-evolving world of web3.
Apr 25, 2024
Top 5 AI Projects On The Blockchain In 2024
Uncover the transformative potential of five cutting-edge crypto startups in 2024. This article delves into their unique offerings, technological innovations, and impact on industries, showcasing their role in shaping the future of web3 and decentralized solutions.
Apr 5, 2024
Top 5 Crypto Publications To Follow In 2024
This article highlights five leading web3 publications that are essential for staying informed and ahead in the rapidly evolving crypto space. These outlets, including Cointelegraph, The Block, Decrypt, CryptoSlate, and BeInCrypto, offer reliable news, insightful analysis, educational resources, and innovative products to guide readers through the complexities of web3.
Apr 3, 2024
Top 10 European Crypto VC Investment Firms
This article explores how European venture capital firms are leading the charge in shaping the web3 and crypto landscape. It highlights ten top firms, their notable investments, and how they support innovative startups through funding, expertise, and global networks to revolutionize digital interactions and financial management.
Apr 2, 2024
Top 50 Strategic Crypto VC Investment Funds
This comprehensive guide dives into the world of crypto venture capital, exploring how VC funds are driving innovation and growth in the blockchain space.
Mar 31, 2024
Crypto VC Funds: A Beginners Guide To Web3 Investing In 2024
Building the right product and positioning your brand at the right time in a crypto market may be subject to volatility - as is the nature of the crypto market in general.