We’ve spoken extensively about web3 marketing and all the ways to go about it. From social media to airdrops to contests, there are so many ways to supercharge your marketing efforts. But all these are irrelevant if you are not targeting the right audience. Any marketing professional will tell you that who you are advertising to is just as important as how you advertise. If you’re selling to the wrong audience, you’ll see minimal results no matter how great your campaign is.
In this blog post, we’ll break down the ways to define your web3 audience correctly so that your campaigns will deliver results:
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Look at Your Online Audience
One way to know who will show interest in your Web3 marketing campaigns is to see who already shows interest in your business. Take a look at your social media following, for example, to get an idea of your demographics. Platforms like Instagram and YouTube offer analytics pages that break down your audience by age, gender, location, and so on. Looking at these will help create a profile of your average customer. You might find, for example, that your customers tend to be females aged 25-35 based on your Instagram stats. This gives you a baseline to work with when tailoring your marketing efforts.
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Review Previous Web3 Marketing Results
If you’ve already launched Web3 marketing efforts, these can be used to see how well you’ve already defined your audience and where gaps might exist. If your business launched a marketing campaign targeting meme coin lovers but saw little success, it might mean that they are not your true audience. Look into the campaign and see what types of people responded to it or ignored it. If you find yourself attracting a particular audience type, they might be who you want to target moving forward. At the same time, it might be a sign to revamp your web3 marketing efforts to reach the audience you truly want.
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Consider Potential Demographics
As we said in our previous point, it is possible that your Web3 marketing campaigns have performed well but not with the demographic you were expecting. This could be a sign that you need to consider other types of consumers within your efforts. For example, you could have been targeting young adults with your campaign while neglecting older investors. Whether it is gender, location, or other factors, the types of people you can market to are endless and should be considered. Tweaking marketing campaigns and trying to find new audiences could end up being very good for your business.
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Look at Competitors
The Web3 space is very saturated which means that there will be no shortage of competitors you can look towards for audience inspiration. There are many tools that can analyse your competitors and offer a breakdown of their audience. Since you’ll probably be looking towards attracting the same demographic anyway, doing this can be a shortcut to knowing who your audience is. Plus, you can look at their previous Web3 marketing campaigns and analyse what made them successful or not. If they attract the same audience you are trying to attract, you can take a page from their book.
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Bring in the Experts/Tools
The industry is full of tools designed to help businesses identify and properly target their audiences and you will need to take advantage of this. We’ve touched on social media platforms offering breakdowns of audience demographics but this can be done on a much larger scale. Tools like SEMRush can analyse your traffic and tell you who seems to be interested in your business and where they are coming from.
You could also approach a Web3 marketing agency such as Proleo.io that is versed in the Web3 space. We can offer insight into what your audience is looking like now, potential gaps in the market, and how best to reach them.
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Ask the Audience
There is nothing quite like hearing it from the horse’s mouth and this applies to your audience identification as well. Surveys and interviews with current customers or those of your competitors could reveal not only what they want from the businesses they patronize but who they are. A mass survey could reveal the ages, genders, locations, and even occupations of your customers and give you ideas on how best to market to them. This should be done periodically to identify changes in your audience as they happen.
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Look at Industry Trends
Another way to define your audience is to look beyond your individual company and engage with the industry at large. The Web3 space is always changing and these changes impact the way different demographics emerge and engage with businesses. For example, there has been a rise in women investing in crypto and this makes them a demographic for web3 marketing to take notice of. We’ve also seen older people take an interest in digital assets after being overlooked for years. By analyzing industry trends, you can see what new demographics are becoming relevant and how existing ones are behaving.
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Create Personas
One thing to keep in mind as you define your demographics is that Web3 businesses, like all of them, are not limited to a single type of customer. The same business can sell to men and women of all ages, races, backgrounds, and income levels. Just take a look at businesses like Coke and how they operate. Your business can have sveeral different customer profiles and tailor its marketing campaigns to target them at different times. One campaign could target middle-aged women investing for retirement and another could target early-20s gamers wanting to profit from meme coins. By embracing this diversity in your customer base, you can ensure better results.
Conclusion
Web3 marketing will be several times more effective if it is targeted at the right audience. We’ve broken down how you can find out who your current audience is, what they need, and what other audiences you might be missing out on.
