1. Acknowledge Marketing Difficulties in Crypto

Emily emphasized that crypto marketing is particularly challenging due to the crowded landscape and multiple competing narratives. She pointed out that despite the existence of numerous projects, many still struggle to capture user attention effectively. This acknowledgment serves as a vital foundation for marketers in the crypto space, helping them understand the complexities involved and tailor their strategies accordingly.

2. Focus on User Experience for Onboarding

Emily highlighted the importance of simplifying the user onboarding experience, especially in an ecosystem where many newcomers struggle with the complexity of technology. By documenting user reactions and feedback during this process, marketers can make significant strides in creating more intuitive experiences. Furthermore, using real user narratives can serve as powerful marketing tools to attract new users, ultimately increasing engagement.

3. Identify and Segment Diverse Audiences

According to Emily, targeting multiple global audiences poses a unique challenge in crypto marketing. She described the need to tailor messaging for various stakeholders, such as developers, retail users, and investors. This segmentation is essential for achieving effective communication, as each audience has different motivations and needs that must be addressed to ensure the success of marketing campaigns.

4. Utilize Effective Coordination Strategies

Emily stressed the importance of coordination in marketing efforts, particularly within the fragmented crypto landscape. She shared that collaboration across internal teams, VCs, and ecosystem partners can amplify brand messaging and increase overall market reach. By establishing a framework for targeted communication, marketers can better navigate the complexities of audience engagement and maximize the effectiveness of their campaigns.

5. Incorporate Non-Scalable Activities for Early Stage Growth

Emily advocated for the execution of non-scalable, high-touch activities to validate ideas and capture user feedback. She showcased an example of a founder who cold messaged over 3,000 individuals, emphasizing the value of direct communication in understanding user sentiment. This approach is particularly crucial during early-stage development, where small-scale interactions can yield invaluable insights that inform broader marketing strategies.

6. Create Consistent and Evolving Storytelling

Emphasizing the power of storytelling, Emily highlighted that a single marketing campaign isn't sufficient for sustained engagement. Instead, she suggested that consistent storytelling across multiple formats is required to resonate with different audiences. Founders and teams need to evolve their narratives as their projects mature, ensuring they remain relevant and compelling throughout their journey.