Marketer in Web3: key skills, approaches, and task balance

Web3 is a fast-growing industry that requires a new level of expertise from marketers. Traditional Web2 methods don’t work here. To succeed, a Web3 marketer needs to have a deep understanding of the product, know the audience, and work strategically. In this article, we’ll explore why product knowledge is essential, how to build expertise, and how to manage time effectively between daily tasks and long-term strategy.

1. Why a marketer in Web3 needs to understand the product

Web3 companies are built around innovative technologies like blockchain, decentralization, smart contracts, and tokenomics. Marketers must deeply understand the product to:

• Communicate its value to the audience.
• Position it correctly in the market.
• Build trust among users.

1.1. The unique nature of Web3 products

Web3 products are complex, ranging from DeFi platforms to NFT marketplaces and DAOs. Web3 users are technically skilled and expect accurate messaging. For instance, when promoting a DeFi product, marketers need to understand:

• How liquidity pools work.
• The concept of staking.
• Key metrics like TVL (total value locked).
• What sets the product apart from competitors.

1.2. Translating complexity into simplicity

A Web3 marketer acts as a "translator" between technical teams and the audience. They must:

• For beginners: Explain how the product solves their problems.
• For technical users: Highlight its advanced features.
• For investors: Show how the product generates profit.

Example: Instead of saying, “Our platform uses zk-rollups,” you could say, “We make transactions faster and reduce fees for users.”

2. How to build expertise in Web3 products

Becoming an expert in a Web3 product requires a systematic approach. It’s not something you achieve in one day—it involves consistent learning and practice.

2.1. Learn the basics of blockchain technology

Study the theory:

• Read Mastering Bitcoin by Andreas Antonopoulos or The Infinite Machine by Camila Russo.
• Take courses like Coursera: Blockchain Basics or Consensys Academy.

Get hands-on experience:

• Create a crypto wallet (e.g., MetaMask, Trust Wallet).
• Use DeFi platforms to understand staking, farming, or token swaps.

Analyze competitors:

• Research their tokenomics, UX/UI design, and marketing strategies.

2.2. Work closely with the product team

Regular communication with developers and product managers helps marketers:

• Understand how the product works.
• Identify its limitations and strengths.
• Align marketing strategies with the technical roadmap.

2.3. Engage with the Web3 ecosystem

• Attend conferences and Twitter Spaces.
• Participate in AMA sessions with industry leaders.
• Stay updated on Web3 trends and community feedback.

3. Balancing operational and strategic tasks

Web3 marketing involves daily tasks (content creation, campaign monitoring) and long-term strategy (positioning, partnerships). Achieving a balance is essential for success.

3.1. Recommended time allocation

• 50–60% for operational tasks:
• Managing social media and campaigns.
• Monitoring key metrics like engagement, TVL, and MAU.
• 30–40% for strategic tasks:
• Developing market positioning.
• Planning new initiatives, such as community launches.
• 10–20% for personal growth:
• Learning new tools and exploring product features.

3.2. Reducing the load of daily tasks

1. Automation:
• Use tools like Buffer or Hootsuite for scheduling posts.
• Automate email campaigns with HubSpot or Mailchimp.
2. Delegation:
• Assign repetitive tasks (content creation, data analysis) to team members.
3. Integration with strategy:
• Ensure daily tasks align with long-term goals.

4. Developing skills in marketing and product knowledge

To succeed in Web3, marketers need to excel in two areas: mastering marketing techniques and understanding the product deeply.

4.1. Marketing skills

1. Stay updated on trends:
• Explore new advertising formats like Twitter ads.
• Use analytics tools like Dune Analytics and Google Data Studio.
2. Automate processes:
• Learn to use CRM systems and workflow automation tools.
3. Create high-quality content:
• Write blogs and develop educational guides for the audience.

4.2. Product knowledge

1. Deepen your technical understanding:
• Learn the basics of tokenomics and smart contracts.
2. Test the product regularly:
• Use the product to identify strengths and weaknesses in the user experience.
3. Engage with the community:
• Join discussions to understand user needs and expectations.

5. Tools for effective work

5.1. Time management

Use time-blocking techniques:

• Morning: Focus on strategic tasks.
• Daytime: Handle operational work.
• Evening: Spend time on learning and growth.

5.2. Automation tools

• Content planning: Buffer, Hootsuite.
• Analytics: Google Data Studio, Dune Analytics.
• Email marketing: HubSpot, Mailchimp.

5.3. Key metrics

Track essential metrics to measure success:

• TVL (total value locked).
• Number of active users.
• Social media engagement rate.

Conclusion

A marketer in Web3 is not just a specialist creating ads. They are strategists, translators of complex technologies, and experts connecting products with audiences. To succeed, marketers need to:

1. Understand the product deeply.
2. Balance daily operations and long-term strategy.
3. Continuously develop skills and adapt to changes.

Web3 is full of opportunities for those ready to learn and experiment. With the right mix of product knowledge, strategy, and time management, you can build a strong foundation for success in this innovative industry.