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The NFT Playbook: 5 Steps to Unveil Your Web3 Marketing Strategy in 2023

Drew Beechler
March 30, 2023

NFTs have exploded.

Now's the perfect time to reach a new audience and grow your brand.

Developed by crypto marketing experts, here's your go-to web3 marketing guide for a successful NFT campaign.

1. Define your target audience

Starting with a clear understanding of who you want to reach with your campaign is critical. Understanding your target audience sounds like common sense, but your web3 target audience is likely different than your traditional target market.

Take Starbucks’s Odyssey NFT campaign, for example. Start.io defines its target market as “males and females, in a wide age group of 22 to 60 years." But the users of the NFT program inside their app will skew more toward males and younger.

It’s essential to nail down who will find value in your web3 marketing campaign. Ask yourself:

  • Who are they?
  • What are their needs and pain points?
  • How do NFTs fit into their world and solve their problems?

Once you understand your audience well, you can craft a product and messaging that resonates with them.

2. Set clear campaign goals

Before you announce your NFT launch campaign, you need to know what you want to get out of your NFT campaign launch.

  • Do you want to reach a new customer market?
  • How much revenue or how many customers do you want to attract?
  • After a month of the NFT experience, how many customers do you hope to have retained?

Make sure your goals are specific, measurable, and time-bound because your campaign doesn’t just last up until the minting date. You must engage your NFT holders even after selling the last NFT to get the benefits you’re shooting for.

With clear, well-communicated goals, you’ll know what success looks like and be able to track progress along the way.

But surprises pop up along the way. We haven’t discovered everything NFT marketing has in store yet. So leave some mental space for other opportunities too.

3. Choose the right NFTs

Easier said than done, right?

This is an important step — I don’t want to undersell this.

Look at the NFT market — there's no shortage of creativity and design talent. From collectibles to virtual real estate, the options are endless. Look at successfull NFT campaigns that align with your NFT goals.

To find the right NFTs for your campaign, consider your web3 target audience and your marketing goals. Consider the type of NFT that will best resonate with them and help you achieve your goals.

Alignment with your brand

Choose NFTs that align with your brand values and image. This will help you build a consistent brand narrative and appeal to current and new customers.

Relevance to the target audience

Web3 marketing is built around your audience and community. NFTs are no different. Consider their interests and needs as you roll out this new campaign.

  • What types of NFTs are they likely to be interested in?
  • What problem can NFTs solve for them?

Market research

Conduct some light web3 and NFT market research to see what types of NFTs are currently popular and valuable. This will give you a good idea of how to approach your design.

Quality & unique features

Choose high-quality NFTs with unique features that set them apart from others. This will help you stand out from the competition and create a memorable campaign for your brand and NFT holders.

Availability & accessibility

The NFTs you choose should be available and accessible to your target audience—factors like ease of acquisition, compatibility with various platforms and devices, and user experience.

Putting it all together will increase your chances of success for your NFT campaign.

4. Plan your marketing strategy

Now that you’ve defined your target audience, set your goals, and chosen the right NFT, it’s time to get the word out about your launch.

To get the best results, you’ll want to meet your future holders where they are. Don’t bet on a single platform to get the message out — instead, take an omnichannel approach. Choose the online and offline channels where they spend their time.

Use encrypted wallet messaging to reach holders natively in addition to social platforms like Discord and Twitter (X).

And craft a compelling message that speaks directly to your audience.

I’d be remiss if I didn’t mention using a web3 CRM like Holder can help you collect, organize and track all your customer data. Making it easier to see how your campaign is performing and adjust your marketing message and strategy as needed.

5. Launch & measure your campaign

Kick off your marketing campaign far before launch day and monitor awareness progress up to day 1.

Use your CRM to track customer data and see how your campaign performs throughout the days, weeks, and months. Make adjustments to your message and update your holders along the way.

After your campaign has run its course, take the time to analyze the results. Revert to your goals before the campaign and gauge your success.

But the work has just begun if you’ve chosen to create an elevated customer experience with your campaign. Follow through on all your promises and make your holders feel valued and included.

These five steps will help you get started on your first NFT marketing campaign in 2023:

  1. Define your audience
  2. Set clear campaign goals
  3. Choose the right NFTs
  4. Plan your marketing strategy
  5. Launch & measure your campaign

Good luck! Let us know if you take the plunge into the NFT world and how Holder can help you market your campaign.

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