This is a continuation of the Web3 Lead Generation edition – if you are looking for B2B lead generation sources, check out yesterday’s edition where we walk through the best places to look for other web3 businesses! Now, onto B2C.
Business to Consumer (B2C) Lead Generation
In B2C businesses, your primary customers are individual users, rather than another project/company as the user. When most people think of ads, this is the type of marketing they think of.
Community
- Community is one of the best sources of B2C marketing in web3. This new era of internet largely focuses on communities, and a project’s relationship with their community is often a great indicator of the longevity of a project.
- Kelli Thompson went over several of the top community platforms in her article “Web3 Project Planning: Tips and Resources to Get Started“
Advertisements
- Advertisements are the immediate go-to for a lot of companies looking to bring more eyes to their company and draw in potential users. While this can be effective, especially for larger companies with experienced teams, it is often a money sink for starting companies.
- Advertisements tend to be one of the more expensive options on this list, and are a complete waste of money for companies who have not yet identified who they should be advertising to. Partnering with a reputable web3 marketing company can significantly help with this process. If you want to learn more about what to look for in a marketing company, check out Alexandra Nicorici‘s podcast – “OOO – A Web3 Marketing Podcast“.
Press Releases
- Press releases are another potential trap for early companies. There are a lot of companies who are happy to help you write a press release about your new feature and put it in all the big journals and websites. However, it’s important to understand what you are writing about, who you are trying to reach, and if there are more effective ways to reach that audience.
- One of the most common actual uses of press releases on these websites is to have your project mentioned on a website with high authority to help boost your SEO.
Showcases
- “Showcases” are when you have your company mentioned by a company whose technology you use. One of the easiest examples is being featured on a blockchain’s ecosystem, such as Polygon or Solana. This can be a great way to get qualified users to your product. While it doesn’t actively go find customers, users on the site who are looking through the dApps will be much more interested in your product than the average person who sees your ad on BSCScan or something similar.
Partnerships
- Similarly, partnerships involve cross-promotion between third-party companies who interact with your product. This could be the hosting platform for podcasts, a merchant vendor for a digital wallet, or any third party that you work with to help enable each other.
Social Media
- Social media posting, while not a great lead source on its own, lends credibility to your project and can encourage those who might be interested to convert to users. Consistent posting with news and community engagement is both pivotal and a hard thing to master.
- Advertisements on social media can often be more fruitful than ads on other platforms, as many of the major social media sites offer much more specific filtering for your target audience. For example, while BSCScan allows you to select the length of the marketing campaign and very basic filtering on the types of ads, Facebook offers a full deep dive on demographics, buying habits, and interests for your target audience. This level of specificity allows you to better reach users who might actually be interested in your product.
Search Engine Optimization (SEO)
- As with B2B leads, SEO (and website design) largely falls into the prerequisites of lead sourcing, but should still be mentioned here. Organic traffic will contribute to new users finding your product. If you don’t have SEO and design in mind when creating your website, those users either won’t find, or won’t stay to find out about, your product.
Automating and Analyzing
Analyzing your lead generation sources and methods is important to making sure they are effective and working towards your marketing goal. After all, if you don’t bother checking how each source is doing, you have no idea what is bringing in leads and what should be changed.
Zapier
For the final section, I wanted to mention some automation. Apps such as Zapier allow you to combine pieces of your process together into one “flow”, to better execute and track your marketing campaign. It can also save a lot of time in certain areas, such as having Zapier take one of your social media posts, reword it with ChatGPT, and post it to another platform.
It is also able to add the leads you get from all sources to your Customer Relations Manager (CRM). The CRM will be much better built to track the customer journey and better understand where you can make improvements.
Thank you all for reading! Looking forward to seeing you next month for the next edition! If you want more useful tips and tricks for getting started with your web3 business, make sure to check out the RunningWeb3 Podcast!
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