U.S. election marketing revelation: How can Web3 projects win the hearts of users?

Written by: JiaYi

The 2024 U.S. presidential election has undoubtedly captured the world’s attention, but beneath the political drama lies a fascinating lesson about marketing.

Whether you are a mature Web3 project or a new project that is just starting out, you can draw inspiration from the marketing strategies of election candidates. This article will discuss how the marketing strategies in the US election can be applied to the Web3 market to help project owners build closer community relationships and win user support.

1. Clarify your value proposition and spread it with good content

US election

Clarify core values and vision, quickly convey candidate positions and commitments through refined slogans and consistent content output, use effective content strategies to establish an emotional connection between candidates and voters, and increase support rates.

For example, Trump’s target of votes is traditional Americans, so his slogan “Make America Great Again” emphasizes returning to traditional values, while the Democratic Party’s “We are not going back” and “Build Back Better” are more in line with the needs of young voters. These slogans are simple and catchy, and highly match the value propositions of the target population.

Web3 Marketing

Focus on the core value of the brand and clearly present the uniqueness of the product or service through content dissemination. Accurate content can enhance users' understanding and recognition of the project and help the brand stand out in the market . Many projects have various promotional slogans that only the project party is excited about, but users don't care at all. The content cannot infect users, and users can't really understand and love your project.

Explaining the technical complexity behind cryptocurrency trading to retail investors will only confuse them. For example, Binance’s “Exchange the world” and Babylon’s “Unlocking 21M BTC potentia” successfully convey their respective core missions. As an aside, I think Babylon’s latest slogan “Unlocking 21M BTC to Secure the Decentralised Economy” has a smaller audience, more complex expression, and weaker user value and emotional identification than before.

The slogans of many projects like to use one sentence to accurately describe what they do, but I always think that if it is just an objective description of the facts, Coca-Cola’s slogan should be "A dark brown sweet water with a secret formula."

Tips: Once you have a clear understanding of your target audience, speak human language that is consistent with the target audience’s values.

2. Accurately identify your target audience

US election

Based on voters’ age, region and needs, we accurately divide target groups and customize information to meet the core concerns of different groups, effectively improving the fit and support between candidates and voters.

Web3 Marketing

Segment the market according to the different needs of users and develop corresponding marketing strategies, which will not only ensure that the content is relevant, but also attract more target users. For example, technical content may attract developers, while simplified explanations are more suitable for ordinary users.

Tips: Method sharing - list all scenarios and user portraits according to the importance and high-frequency priority of the scene to reach the crowd, and be as detailed as possible to which product entrance they come from, why they use it, etc., and then organize and finally summarize it into user portrait analysis. Use mind maps or flow charts to help understand and organize this information, which will help you better focus on the target group, so that you can manage more effectively whether it is content output, event marketing or the final review.

3. Community management and consensus building: enhancing users’ sense of participation and belonging

US election

Through rallies, volunteer activities and other means, voters' sense of participation and "ownership" is enhanced, so that they feel that their support for the candidate has a substantial impact. This approach not only increases support, but also helps candidates establish a deep and loyal relationship with voters.

Web3 Marketing

Projects can also enhance users' sense of belonging through community activities, interactive content, and proposal participation, making them not only consumers but also co-builders of the project, thus forming stronger community consensus and loyalty.

Tips: This is precisely the key link that many project parties have a headache about - it is also the simplest but most important step. Unfortunately, many project parties are not willing to invest energy in this regard. Looking at the Binance Blockchain Week, everyone can feel the respect that He Yi and CZ have for the community. In addition to them, I have to mention Justin Sun, a former boss of mine before the fund. Although Justin is a controversial figure in the industry, in terms of community interaction and communication, even if he is "besieged", he can remain calm and self-sustaining, and occasionally make fun of himself. TRX returned to the top ten of CMC. This kind of achievement of persistence and resonance is rare. But nowadays, many projects, especially the king-level projects, seem too lazy to "communicate with users." The elderly Trump can dance, drive a garbage truck, and pose to take care of the community's feelings after being shot. This kind of power is the best bridge of trust with the community.

Consensus comes from users, and keeping close contact with users and the market is the way for a project to survive. No matter how luxurious the team background is or how high the primary market valuation is, if you drift away from the community, you will eventually fail in the secondary market.

4. Endorsement from celebrities and key opinion leaders (KOLs)

US election

Candidates seek endorsements from celebrities and public figures to increase their credibility and influence, and these endorsements can also help candidates win over undecided voters.

Web3 Marketing

Web3 projects can also rely on KOLs and industry celebrities to endorse them, using their credibility and traffic advantages to help projects gain higher exposure and enhance user trust. Especially when you don’t have enough market share, endorsements can help you quickly gain popularity.

Tip: I will not elaborate on this. This is the highest level of awareness that the project team has at the moment.

What if resources are limited? Then find a partner with resources and leverage their advantages. If you can’t find such a partner, then try to “use their resources”. If you can’t even “use their resources”, then success will be really difficult.

Why should users trust that someone with no successful experience can lead them to success?

5. Multi-channel precise communication

US election

Candidates reach voters through multiple channels such as television, social media, and offline events to ensure that different groups can receive information and enhance the candidate's exposure and support among various voter groups.

Web3 Marketing

Brands can also distribute content based on user habits through diverse channels such as social platforms, short videos, and emails to reach and cover the target users' frequently used touch points, thereby enhancing users' awareness and attention to the brand.

Tips: KOL is indeed one of the most effective ways of promotion at present, but if you are not even clear about the highlights of the project and the target group, it is recommended not to waste money.

KOLs and various promotional channels are just tools for communication. If you don’t know what you want to convey to whom and what you want users to remember, can you really get users to recognize and buy into your message simply by paying KOL promotion fees?

Conclusion

I hope this article can help Web3 project owners learn how to grasp user consensus and how to humble themselves to reach out to real users in the "marketing drama" of the US election. Many project owners often act high and mighty, as if they only have technology and concepts, but user consensus and community recognition are the foundation for project success.