When it comes to a full-tier hype-free web3 marketing strategy, I like to start by defining our specific goals and KPIs. Typically in web3, we start marketing on Twitter because that's where all the action is. We develop daily content flows, so are able to consistently deliver value to our audience. In addition to daily content, we develop other processes for organic engagement: replying to people who mention us, engaging with influencers, and interacting with the community, following specific accounts, liking tweets with specific hashtags, etc.
Once Twitter is flourishing (and we know exactly what we want to say to our audience), then we focus on systematizing Twitter content to vertical video platforms by using the best tweets as the scripts for our vertical videos on TikTok, Youtube shorts, and Instagram reels. From this point, we can repurpose these vertical videos and distribute our content on all channels: Discord, LinkedIn, Facebook, Instagram, Twitter, TikTok, etc.
Influencer marketing is sprinkled throughout this strategy, and many times our content is created in collaboration with web3 influencers and interesting web3 projects. Email marketing is also essential because a large and active email list is very valuable for generating revenue and traffic, almost instantly.
Lastly, I think it's important to have a weekly KPI meeting where the marketing team and key stakeholders discuss the data, so we can gather intel from the entire team and determine our next moves. Usually our KPIs have to do with specific sales numbers or followers/engagement.