Insights from the 2024 U.S. Election Marketing Strategies for Web3 Projects

Behind the hustle and bustle of the 2024 U.S. presidential election lies an exciting marketing case study. Whether it’s a mature Web3 project or an emerging startup, there’s inspiration to be drawn from the candidates' strategies to optimize market positioning and user relationships. This article will explore how the marketing wisdom from the U.S. election can be applied to the Web3 space, helping project teams build closer community ties and win user support.

1. Clarify the value proposition and make good use of content dissemination

Experience of the US Election

Candidates quickly convey their positions and commitments through refined slogans and consistent content output. For example, Trump's "Make America Great Again" emphasizes traditional values, while the Democrats' "We are not going back" and "Build Back Better" resonate more with the needs of younger voters. These slogans are concise and powerful, highly aligned with the values of their target audience.

Web3 market applications

Web3 projects need to focus on core values and clearly showcase the uniqueness of their products or services through content dissemination. Precise content can enhance users' understanding and recognition of the project, helping the brand stand out in the market. A certain trading platform's "Exchange the world" and Babylon's "Unlocking 21M BTC potential" both successfully conveyed their respective core missions.

It is worth noting that the promotional slogans of many projects are often only recognized by the project parties themselves and fail to resonate with users. Explaining complex technical details to ordinary users may be counterproductive. Therefore, after understanding the target audience, it is crucial to use language that aligns with their values.

2. Precisely Targeting the Audience

US election experience

Candidates accurately segment their target audience based on voters' age, region, and needs, customizing messages to address the core concerns of different groups, effectively enhancing alignment and support rates with voters.

Web3 market applications

Web3 projects also need to segment the market based on different user needs and develop corresponding marketing strategies. This not only ensures the relevance of the content but also attracts more target users. For example, technical content may be more appealing to developers, while simplified explanations are more suitable for general users.

It is recommended that project teams list all possible user personas based on usage scenarios and priorities, and describe their motivations and entry points in as much detail as possible. Organizing this information using mind maps or flowcharts can help better focus on the target audience, optimize content output, event planning, and effect evaluation.

3. Community Management and Consensus Building: Enhancing User Engagement and Sense of Belonging

U.S. election experience

Candidates enhance voters' sense of participation and "ownership" by organizing rallies, volunteer activities, and other means, allowing them to feel that their support for the candidates has a substantial impact. This approach not only increases support rates but also helps candidates establish a deep loyalty relationship with voters.

Web3 market applications

Web3 projects can enhance users' sense of belonging through community activities, interactive content, and participation in proposals, allowing them to not just be consumers, but also become co-builders of the project, thereby forming a stronger community consensus and loyalty.

Unfortunately, many project teams are unwilling to invest energy in this area. The blockchain week event of a certain trading platform demonstrated the high-level respect for the community. Even when faced with controversy, maintaining a calm and composed attitude and being good at self-deprecating humor can win user favor. Establishing a trust bridge with the community is crucial, as consensus comes from users, and maintaining close ties with users and the market is the way for projects to survive.

4. Endorsements by Celebrities and Key Opinion Leaders (KOLs)

U.S. election experience

Candidates seek support from celebrities and public figures to enhance their credibility and influence, and these endorsements can also help candidates win the support of undecided voters.

Web3 Market Applications

Web3 projects can also leverage endorsements from KOLs and industry celebrities, using their credibility and traffic advantages to help the project gain higher visibility and enhance user trust. This is particularly useful when the project has not yet established a sufficient market share, as endorsements can help quickly raise awareness.

If resources are limited, consider seeking partners with resources and leveraging their strengths; if it is difficult to find suitable partners, you can also try the "hitching a ride" strategy. The key is to convince users that the project team has the ability to lead them to success.

5. Multi-Channel Precision Communication

US election experience

Candidates engage with voters through multiple channels such as television, social media, and offline events to ensure that different groups receive the information, thereby increasing the candidates' exposure and support among various voter demographics.

Web3 Market Applications

Web3 projects can also distribute content through diversified channels such as social platforms, short videos, emails, etc., according to user habits, in order to reach and cover the contact points commonly used by target users, enhancing user awareness and attention to the brand.

It is important to note that KOL promotion and various publicity channels are merely tools for dissemination. If the project team lacks a clear understanding of its own highlights and target audience, simply relying on KOL promotion will be difficult to achieve the desired results. The project team needs to clarify who they want to convey what information to, and what they want users to remember, in order to truly gain users' recognition and support.

Conclusion

The "marketing spectacle" of the US election has provided valuable experience for Web3 projects. Project teams need to learn to grasp user consensus and sincerely engage with users. Many project teams often hold themselves too high, overly emphasizing technology and concepts, while neglecting that user consensus and community recognition are the foundation of a project's success. I hope this article can inspire and improve Web3 projects in this regard.