Mastering Crypto Marketing: Web3 Strategies, Community Engagement, and DAO Governance with Emily Lai

Building Web3

In this insightful episode of the Building Web3 Podcast, host Jax Dwyer sits down with Emily Lai, Chief Marketing Officer (CMO) at Hype, to explore the intricacies of crypto marketing in the rapidly evolving Web3 space. Emily, a seasoned marketing expert with nearly a decade of experience, shares her journey from running a Shopify dropshipping store to building a successful career in performance marketing. She offers unique insights into how she transitioned from e-commerce and SaaS marketing to the decentralized world of blockchain and crypto marketing during the explosive DeFi Summer of 2021.
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Chapters
00:00 Introduction to Marketing in Crypto
01:29 Challenges in Crypto Marketing
04:16 Effective Marketing Channels for Web3
08:55 Building a Go-to-Market Strategy
11:39 The Importance of Founder Presence
14:42 Community Engagement in Web3
18:36 The Role of Ads in Crypto Marketing
22:40 Successful Campaigns and Case Studies
30:51 Building a Marketing Team
35:50 SEO and Domain Names in Crypto
Throughout the conversation, Jax and Emily discuss the specific challenges and opportunities that come with marketing blockchain products, DeFi protocols, and decentralized apps (dApps). They highlight the fundamental differences between traditional digital marketing and crypto marketing, focusing on how to engage a highly technical yet niche audience. Emily also breaks down key marketing strategies for Web3 projects, addressing topics such as community building, the role of newsletters, and how crypto marketing on platforms like Twitter (X) differs from conventional channels.
The episode also delves into tactical advice for founders in the Web3 space. Emily emphasizes the growing importance of a strong personal presence for founders, especially as algorithms on platforms like X tend to favor personal accounts over brand accounts. They further discuss how crypto-native marketing teams are structured and the importance of having a marketing generalist in the early stages of building a crypto project. In addition, they touch on how viral mechanic campaigns can help generate buzz and drive engagement for blockchain projects leading up to mainnet launches, token generation events (TGEs), and beyond.
Listeners will come away with a deep understanding of how community engagement, targeted digital marketing strategies, and leveraging marketing channels like newsletters, X, and short-form video content can significantly enhance brand visibility in the crowded blockchain ecosystem. Whether you're a Web3 founder, part of a marketing team, or simply interested in the future of crypto marketing, this episode offers actionable advice and valuable insights for navigating the fast-paced world of decentralized technology.