GTM Guide for Web3 Marketing Strategies

Guava Studio’s Web3 marketing strategies each provide a comprehensive plan that serves as your company’s playbook for success, featuring a clearly defined timeline, key performance indicators (KPIs), and a definitive action plan.

Posting a few times a week on social media and splashing out on a few influencer posts on crypto Twitter is better than nothing, but it will only get you so far. You need a marketing strategy. 

Lead time: Estimated 3-6 weeks, depending on the scope. 

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Initial Workshops & Onboarding

Our Web3 marketing strategies are developed with a thorough understanding of your project, ensuring they align seamlessly with your overall Web3 roadmap.  We accomplish this through a series of initial workshops with your team. 

By the end of this phase, we will have a thorough understanding of your project at the technical level, a clear grasp of your business model, and a solid understanding of any blockers and how to address them. We will also onboard you into our project management system and communication channels.

What to Expect:

• We’ll come prepared, having reviewed your documentation and initial brief.
• Define how we’ll work together – key point(s) of contact, communication rhythm, and tools.
• Create space for two-way Q&A – we’ll ask critical questions and welcome yours.
• Deep dive into your project’s goals, mission, and broader web3 roadmap.
• Present our early observations, opportunities, and initial strategic direction.
• Onboard you into our project management system and workflow.
• Align on key milestones, timelines, and expectations from both sides.
• Explore your audience, community, and competitors to identify early marketing levers.

Product Market Fit

Following the workshop series, we undertake a comprehensive research task to gather a minimum of 5 core insights that can be leveraged for your project. This way, you’ll have clear advantages over competing Web3 marketing strategies.

Evolving Market Trends

We’ll take a deep look into where your project fits within the market. We will conduct a market research task that examines academic literature, news and reports relevant to you from firms such as BSG (Boston Consulting Group), McKinsey & Company, and KPMG to inform your positioning as a market disruptor. 

A Competitor Analysis

Analysing your existing competitor’s positioning, target audience, brand, and what worked/did not work for them. We’ll also analyse how they leverage their social media platforms in order to suggest opportunities that give you an edge. 

Example competitor analysis of how Revolut leverages branding for its two banking products

Unique Selling Points (USPs)

We’ll build on the unique selling points you provided us within the workshops and expand them further to identify new audiences and opportunities to improve the odds for future traction. – this will also help us define our audience segments and how to create hype. 

Audience Segments

Based on information gathered from the workshops, market deep dive, and your competitors, we will create your audience segments, breaking down who they are, what they are receptive to, and how to reach them through the most effective channels. 

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The General Marketing Strategy 

In this next section, we will explore how our general marketing strategy will be developed, focusing on your project’s strengths and weaknesses, as well as its brand and core messaging. This is the most critical part, as it will determine how your marketing channels are leveraged. 

Branding

Too many Web3 marketing strategies lack good branding. We ensure you don’t have one of them. Branding is essential for instant recognition, credibility, and, most importantly, conversion that directly feeds into ROI. Take it from us – your branding will be the deciding factor when choosing your project over another.

So, to propel your project forward, we’ll dive into your current brand elements and provide straightforward strategic recommendations that will make your project unique.

We create comprehensive brand guidelines for our clients in Figma

SWOT Analysis (Your Strengths, Weaknesses, Opportunities and Threats)

Based on the information provided from the initial workshops and the documentation you have sent over, we’ll conduct a SWOT analysis covering your project strengths, weaknesses, opportunities and threats; this will provide you with the insights you need to stay one step ahead with the advanced knowledge required for your tier 1 marketing plan. 

Content Pillars

Web3 marketing strategies with a random approach to content are never ideal. In this section, we’ll outline your key content pillars for social media, blogs, website content, newsletters and all-over content marketing by establishing the talking points that resonate with the people you want to reach – this feeds in directly with your audience segments so the topics are designed to attract and engage them. 

Core messaging

We also refine the deeper layers of your brand messaging. Here, we will recommend the key hooks and core narratives that must consistently thread through your communications.

Successful web3 marketing strategies have helped Ledger establish its narrative as the ultimate security in crypto storage, Coinbase lead with user-friendly accessibility, and Polkadot define itself as the go-to interoperability layer of Web3. We will craft your core positioning and provide clear guidance on how to articulate it across all touchpoints.

Tone of Voice 

The tone of voice defines how your brand is perceived and how audiences feel when they engage with you. It is a direct extension of your broader brand identity. Building on our previous branding insights, we will align your tone with your key audience segments, detailing the desired perception and providing clear guidance on how to achieve it across all communications consistently.

Minimum Viable Brand (MVP)

Strategic work must always be tied to a clear purpose and a tangible Web3 Roadmap. This is where our Minimum Viable Brand (MVB) framework comes into play. We will define what is required for your project to meet the minimum standard of a credible and competitive brand. You will receive clear, actionable guidance on where your brand currently stands, where it needs to go, and the specific milestones required to get there. Through the lens of competitor analysis and market trend research, you will have a concrete, validated view of your MVB – setting a strong foundation for growth and market entry.

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