The Revelation of Marketing in the U.S. Election: How Web3 Projects Win Users' Hearts?

Written by: JiaYi

The 2024 U.S. presidential election has undoubtedly attracted global attention, but beyond the political drama lies an exciting lesson in marketing.

Whether you are a mature Web3 project or a newly launched initiative, you can draw inspiration from the marketing strategies of campaign candidates. This article will explore how the marketing strategies used in the U.S. election can be applied to the Web3 market, helping project teams build closer community relationships and gain user support.

1. Clarify Value Proposition and Utilize Content as a Key Tool

U.S. Election

Clearly define core values and vision, quickly convey candidates' positions and commitments through concise slogans and consistent content output, and establish an emotional connection between candidates and voters using effective content strategies to enhance support rates.

For example, Trump's target voters are traditional Americans, so his slogan "Make America Great Again" emphasizes a return to traditional values, while the Democrats' "We are not going back" and "Build Back Better" resonate more with younger voters. These slogans are simple, catchy, and highly aligned with the values of the target audience.

Web3 Marketing

Focus on the brand's core values and clearly present the uniqueness of the product or service through content dissemination. Precise content can enhance users' understanding and recognition of the project, helping the brand stand out in the market. Many projects have promotional slogans that only resonate with the project team, while users simply do not care; the content fails to engage users, and they cannot truly understand or love your project.

Talking about the complex underlying technology to retail investors will only confuse them. For example, Binance's "Exchange the world" and Babylon's "Unlocking 21M BTC potential" successfully convey their respective core missions. As a side note, I believe Babylon's latest slogan "Unlocking 21M BTC to Secure the Decentralised Economy" has a smaller audience and a more complex expression compared to the previous one, with weaker user value and emotional resonance.

Many projects like to express what they do in a single slogan, but I always think that if it's just an objective description of facts, Coca-Cola's slogan should be "Secret formula black-brown sweet water."

Tip: Once you clearly understand your target audience, speak in relatable terms that align with their values.

2. Precisely Target the Audience

U.S. Election

Based on voters' age, region, and needs, accurately segment the target groups and customize messages to meet the core concerns of different groups, effectively enhancing the alignment and support between candidates and voters.

Web3 Marketing

Segment the market according to users' different needs and develop corresponding marketing strategies. This not only ensures content relevance but also attracts more target users. For example, technical content may attract developers, while simplified explanations are more suitable for general users.

Tip: Method sharing------List all scenarios and user profiles based on the importance and frequency of reaching the audience, detailing how they come to the product and why they use it, then organize and summarize it into user profile analysis. Using mind maps or flowcharts to help understand and organize this information will assist you in better focusing on the target group, making it more effective to manage content output, event marketing, or final reviews.

3. Community Management and Consensus Building: Enhance User Participation and Sense of Belonging

U.S. Election

Through rallies, volunteer activities, and other means, enhance voters' sense of participation and ownership, allowing them to feel that their support for the candidate has a substantial impact. This approach not only increases support rates but also helps candidates build deep loyalty with voters.

Web3 Marketing

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

Tip: This is precisely the key link that many project teams struggle with------it is also the simplest yet most important step. Unfortunately, many project teams are unwilling to invest energy in this area. Just look at Binance Blockchain Week, and you can feel the respect that He Yi and CZ have for the community. Besides them, I must mention my former boss Sun Yuchen before joining the fund. Although Justin is a controversial figure in the industry, he remains calm and composed even when "attacked" during community interactions and communication, occasionally making self-deprecating jokes. The achievement of TRX returning to the top ten on CMC is rare in terms of persistence and resonance. However, many projects today, especially top-tier ones, seem reluctant to "communicate with users." The elderly Trump can dance, drive a garbage truck, and pose for photos after being shot, caring about community feelings; this power is the best trust bridge with the community.

Consensus comes from users; maintaining close contact with users and the market is the survival path for projects. No matter how luxurious the team background or how high the primary market valuation, if they drift away from the community, they will ultimately struggle to escape failure in the secondary market.

4. Endorsements from Celebrities and Key Opinion Leaders (KOLs)

U.S. Election

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

Web3 Marketing

Web3 projects can also leverage endorsements from KOLs and industry celebrities, using their credibility and traffic advantages to help the project gain higher exposure and enhance user trust. Especially when you do not yet have a sufficient market share, endorsements can help quickly build recognition.

Tip: Not to elaborate further, this is currently the highest awareness among project teams.

What if resources are limited? Then find a partner with resources and leverage their advantages; if you can't find such a partner, find ways to "hitch a ride"; if you can't even "hitch a ride," then success will be very difficult.

Why would users trust someone without a successful track record to lead them to success?

5. Multi-Channel Precision Dissemination

U.S. Election

Candidates engage voters through multiple channels such as television, social media, and offline events, ensuring that different groups receive the information, enhancing the candidates' exposure and support among various voter groups.

Web3 Marketing

Brands can also use diverse channels such as social platforms, short videos, and emails to distribute content according to user habits, reaching and covering the contact points commonly used by target users, thereby enhancing users' awareness and attention to the brand.

Tip: KOLs are indeed one of the most effective means of promotion today, but if you are unclear about your project's highlights and target audience, it is advisable not to waste money.

Whether it's KOLs or various promotional channels, they are merely tools for dissemination. If you do not know who to communicate with, what to convey, or what you want users to remember, simply paying KOL promotion fees will not genuinely earn users' recognition and support.

Conclusion

I hope this article can help Web3 project teams learn how to grasp user consensus and how to engage with real users in the "marketing drama" of the U.S. election. Many project teams often hold themselves high, as if only technology and concepts matter, but user consensus and community recognition are the foundation of a project's success.