Web3 doesn’t have a marketing problem. It has a messaging problem, a trust problem, and a user journey that often feels like trying to solve a Rubik’s Cube in the dark. If you’re building a Web3 app, odds are you’ve already faced the uphill battle of getting users to care, understand, and convert.

But often, the best app doesn’t always win; the best-marketed one does. You need to stand out without sounding like every other project claiming to be "decentralized" and "revolutionary."

Read on to discover six Web3 marketing tips that move the needle.

Get The Narrative Right (and Actually Use It)

Nobody cares about your tech stack when it comes to Web3 marketing. They care about the problem you solve, who it’s for, and why it matters now. A compelling narrative is your selling point in a sea of feature-dumping competitors.

Instead of leading with jargon, start with human-centered messaging. Think: "This is what your life looks like with us in it." 

Take a page from projects like Friend.tech (tap into social capital), and use clear, relatable narratives that make people feel something.

Focus On Owned Channels Early

Yes, Twitter/X and Discord are essential, but they aren’t yours. A single algorithm tweak or suspension, and you could be ghosted. Start building your owned media stack: blog, newsletter, website, SEO. These are the channels where your content compounds and isn’t throttled by engagement rates. 

Create onboarding content that's more than just hype. Think case studies, guides, and explainers tailored to real user journeys.

Build A Web3-Ready SEO Strategy

The myth that "SEO doesn't work in crypto" is just that, a myth. People do search for terms like "how to mint Base NFTs," "best wallets for Runes," or "Web3 login without wallet."

You just need to be early and smart by optimizing for long-tail keywords with intent, creating evergreen explainer content that ranks for months to come, and ensuring your content is SEO-friendly.

If your content is only on Twitter, you’re feeding the feed. If it’s also on Google, you’re building permanence.

Activate the Right KOLs And Communities

Influencer marketing in Web3 is a sea of paid shills, dead engagement, and KPIs that often go untracked. 

Instead of shelling out $10k for an X thread from someone who doesn’t use your product, find creators who: genuinely understand your value proposition, have engaged, relevant followers, and will use and review your product, not just promote it.

Also, tap into micro-communities: niche Telegrams, DAOs, and Discords where your target users already hang out.

Make Onboarding Frictionless

Most Web3 onboarding flows are a Rube Goldberg machine of wallet extensions, bridges, token approvals, and unexplained steps. Fix this! Now!

Start by simplifying the landing page. Speak human, cut the fluff, and add real walkthroughs. Then improve your onboarding UX with in-app tutorials or embedded help docs. You’re not just competing with other crypto apps. You’re competing with TikTok, Spotify, and whatever Web2 app flow gets someone to click once and stay forever.

Incentivize Loyalty, Not Just Hype

Too many apps still think airdrops = growth. But mercenary users don’t stick.

Build retention mechanics such as loyalty programs, missions with unlockables, and community voting or co-ownership models. Web3 gives you powerful tools to align incentives. 

Use them to build habits, not just headlines.

Final Thoughts

You don’t need to do all six things at once. Pick two. Go deep. Measure. Iterate.

Marketing your Web3 app isn’t about making noise; it’s about making sense. The teams that win are the ones who tell better stories, create smarter systems, and treat users like humans, not yield farms.

That’s how you grow for real.