A Complete Web3 Marketing Guide for DeFi Tools

Decentralized Finance (DeFi) tools offer users unparalleled benefits such as financial inclusivity and the ability to manage assets without intermediaries. But in a landscape that’s becoming ever more crowded, developing an innovative and reliable DeFi tool is only the first step. 

The real challenge lies in effectively marketing your tool to stand out, attract a loyal user base, and ultimately, succeed in this competitive space. 

So, in this article we’ll look at what a DeFi marketing strategy is and the different ways to create marketing strategies that attract more users and revenue. 

Why do DeFi Tools need a Marketing Strategy?

DeFi marketing refers to a set of strategies and tactics that are geared towards educating users about a specific product or service so as to improve the tool’s visibility, credibility, and user adoption. Here are some more important benefits of using a DeFi tool:

  • Establishes trust and credibility: In a field where skepticism is common, a strong marketing strategy helps build trust and lends credibility to your DeFi tool.
  • Bridges knowledge gap: Effective marketing can educate potential users, bridging the gap between the complexities of DeFi tools and user understanding, thereby establishing your brand as an authority.
  • Increases visibility: As you build credibility and bridge the knowledge gap, you naturally boost your brand’s visibility, which in turn attracts more leads and potential customers.
  • Improves customer retention and loyalty: Beyond acquiring new customers, a well-thought-out marketing strategy helps in retaining existing ones, fostering loyalty through continuous engagement and education.

Identify the Target Audience

It’s challenging to create campaigns that lead to improved adoption rates and better performance without understanding who you’re marketing to and what they’re looking for. This holds true for all products and services, and DeFi tools are no exception. 

So, you need to define your target audience and learn their preferences and pain points to create effective marketing strategies. 

Take Nansen and Dune Analytics, for instance. Although both platforms provide analytics solutions, they cater to different target audiences, and that shapes how they market their products.

Nansen focuses primarily on investor-centric analytics. Its features are specifically geared towards users who want to understand token flows, identify investment opportunities, and analyze the market to make smarter investment decisions. 

So, it publishes reports, talks about the latest happenings in the crypto space, and puts together courses that help beginners gain expertise in crypto investing. 

A collage of images showing an overview of Nansen’s marketing strategy.
A snapshot of Nansen’s marketing strategy

However, Dune caters to a broader audience including researchers, developers, and general enthusiasts who are interested in blockchain and cryptocurrency data. 

So, it publishes case studies, events, and videos that help different user segments understand how they can leverage their tool to obtain results. 

The key takeaway here is that understanding your target audience isn’t just about narrowing down demographics but diving deeper into what each subset truly values and needs. This allows a product to be more targeted in its offerings, which in turn can translate into greater user satisfaction, conversions, and loyalty. 

Study the Competition 

Studying the competition is important as it helps you tailor your product features and marketing strategies to offer something unique in the market. By doing so, not only can they differentiate their brand in the crowded DeFi tools space, but they can also build long-term value for their users, fostering loyalty and advocacy.

Here’s how you can go about it:

  • Start by conducting market research to identify who your competitors are. Utilize search engines, industry reports, and platforms like CoinGecko and Dapp Radar  to find companies or platforms offering similar DeFi tools. Also, look at which tools are frequently mentioned or promoted on social media, podcasts, and influencer channels to gauge their market visibility.
  • Utilize SEO tools to analyze the keywords that your identified competitors are ranking for. Doing this provides insights into what potential customers are searching for and how competitors are positioning themselves in the market. 
  • Evaluate competitors’ social media activity and community engagement levels. Are they running ad campaigns? How active is their community on Discord, Telegram, or Reddit? This will give you a sense of the channels they deem most effective and the kind of messaging that resonates with the target audience.
  • Take a look at the type of content competitors are producing. Is it educational, promotional, or community-driven? Also, assess the quality and frequency of their blog posts, webinars, videos, and any other content they’re using to engage with their audience. This will help you identify gaps in your own content strategy and opportunities to offer something unique.

Here’s a hypothetical example to help you understand competitive analysis:

Let’s say you have to create a marketing strategy for a DeFi analytics tool. After studying the competition, it becomes clear that similar tools in the market are mainly focusing on data presentation but have poor user engagement and community involvement.

You find that this is due to a lack of context around the data, difficulty in interpreting the insights, and an absence of a community platform where they could discuss strategies based on these analytics.

To eliminate these pain points, your marketing strategy includes presenting the data on social media platforms and creating blog posts or Twitter threads that provide in-depth interpretations and actionable insights. 

Additionally, you decide to set up weekly AMAs with an expert on Twitter and repurpose the content on different platforms to nurture a community of informed users. This way, you not only differentiate your brand in the crowded DeFi tools space, but also build long-term value for users, and foster loyalty and advocacy.

Create a Unique Value Proposition (UVP)

By crafting a UVP that clearly articulates what sets their tool apart, DeFi tools not only attract the attention of their target audience but also build a case for why users should choose their solution over competitors. 

The first step towards crafting an effective UVP is to collect qualitative and quantitative data about what the audience is looking for and what pain points they have experienced with similar tools. 

This can be done by analyzing customer reviews and feedback on platforms like Reddit, Twitter, and Discord communities. You can also set up customer interviews to gain deeper insights into specific pain points and preferences. 

The next step is to position your DeFi tool in a way that addresses these pain points effectively and delivers benefits that set it apart from competitors. Here’s a template that can help you with this:

[Brand/Product Name] provides [target audience] with [primary benefit or feature] in the [category/solution] space. Unlike [main competitor or traditional solution], [your product] offers [unique features or benefits]

Based on this template, here’s what Metamask’s UVP could look like:

MetaMask provides cryptocurrency users with an all-in-one wallet solution in the blockchain space. Unlike traditional crypto wallets, MetaMask allows users to not only store assets but also buy, swap, bridge, and stake them directly from the browser extension.

This UVP clearly articulates what sets MetaMask apart from its competitors by emphasizing its multifunctional capabilities, which go beyond mere storage to include buying, swapping, bridging, and staking assets.

Set Clear Goals

For DeFi tools looking to carve out a place in a highly competitive market, it’s necessary to set goals that align with broader business objectives to improve revenue and gain market share.  

whether that’s to gain market share, improve user engagement, or diversify revenue streams. Here’s how DeFi tools can set clear goals:

  • Articulate specific outcomes: Clearly state what you hope to achieve with your marketing efforts. Instead of vague goals like “increase user engagement,” aim for more specific outcomes such as “increase average session duration by 15% within two months.
  • Identify Key Performance Indicators (KPIs): To measure the effectiveness of your marketing activities, identify KPIs that directly reflect your goals. If your goal is to improve user engagement, metrics like ‘average session duration,’ ‘page views per session,’ and ‘bounce rate’ could be your KPIs.
  • Regularly review and adjust goals: Markets, especially in the DeFi space, can be volatile and change rapidly. So, you need to regularly review your goals and KPIs and adjust your strategies as needed.

Choose the right marketing channels 

Choosing the right marketing channels is vital for DeFi tools for several reasons. First, the DeFi landscape is highly competitive, with numerous tools vying for the attention of a relatively niche audience. The correct channels can help you cut through the noise and reach potential users more effectively. 

Also, different channels have different strengths and weaknesses in terms of engagement, reach, and the type of audience they attract. A poor channel choice can result in wasted resources and reduced ROI for your marketing efforts. 

Lastly, aligning your marketing channels with the unique characteristics and needs of your target audience ensures that your messages are not just heard, but also resonate, leading to higher engagement and conversion rates.

To select the right marketing channels, you’ll want to start by understanding your target audience in-depth. Raleon helps with this. It offers comprehensive insights into user behavior and helps you understand where your target audience spends time and how they interact with your content. 

Another great way to gather qualitative data on where your current and potential users directly from potential or current users is by conducting surveys. 

Additionally, it’s also important to keep an eye on emerging platforms to gain first-mover advantage in capturing a new audience or leveraging a new feature for higher engagement.

Allocate a Marketing Budget

Allocating a marketing budget effectively is a critical task for DeFi tools, especially given the highly competitive and rapidly changing landscape they operate in. 

An initial step in this process should be to analyze past performance to identify which marketing channels and campaigns have yielded the best return on investment. 

This retrospective analysis, coupled with predictive analytics, can offer invaluable insights into how best to allocate resources for future campaigns.

Once you have a clear understanding of what has worked in the past, the next step is to allocate the budget across a mix of channels. While it’s important to diversify to minimize risks and tap into new audience segments, prioritization should be given to proven channels that have consistently delivered strong results. 

This approach allows DeFi tools to maintain a stable marketing strategy while also leaving room for exploration and tapping into new opportunities.

Engage and Interact with your Audience

Engaging and interacting with the audience is imperative for DeFi tools for multiple reasons. It helps build trust, gather vital user insights, increase brand loyalty, and differentiate themselves in a competitive market.

Take Zapper, for instance. It constantly retweets its users’ tweets. This serves as social proof for Zapper, showcasing real-world usage and endorsement from its community. It also incentivizes more user-generated content (UGC which) creates a virtuous cycle of engagement and enhances brand credibility and reach. 

A screenshot of a tweet that shows how Zapper retweets user tweets.
An image showing Zapper retweeting tweets 

Test and Optimize your Marketing Strategy

Given the complexity and rapid evolution of the DeFi landscape, understanding what resonates with the target audience can be challenging. This is where A/B testing comes in handy.

A/B testing allows marketers to isolate specific variables in a campaign — be it the call-to-action, ad copy, or even landing page design — and test them against each other to determine which performs better in terms of key performance indicators like click-through rate, conversion rate, or user engagement.

For example, a DeFi wallet might be unsure whether its target audience is more receptive to messaging that emphasizes security features or user-friendliness. By running an A/B test that changes only the message in their marketing material, they can gauge which one resonates more with their audience, thereby optimizing future campaigns for better results.

Another advantage of employing A/B testing is that it helps efficiently allocate your marketing budget by identifying high-performing and low-performing campaign elements. 

Did a particular creative result in higher conversions? If so, it might be worth allocating more of the budget to campaigns that use similar creatives. Conversely, low-performing elements identified through A/B testing can be revised or omitted in future campaigns, ensuring that resources are allocated more efficiently.

Supercharge your DeFi Marketing With Raleon

Navigating the complex landscape of DeFi requires more than just technical expertise. It demands a well-thought-out marketing strategy to ensure that your tool stands out in a crowded marketplace. 

From identifying your target audience and studying your competition to crafting a unique value proposition and optimizing your campaigns, each step plays a crucial role in determining your product’s success.

Raleon helps in this endeavor by offering the data and insights needed to fine-tune your marketing strategies for maximum impact. It gives you a detailed view of a user, helps you build user personas, and stitches on-chain and off-chain data together to create a holistic picture of the customer user journey. To learn more about how Raleon boosts your marketing, sign up today. 

Other Articles