Crypto Marketing is 'Finding Eyeballs' 👀

Host: Nick Price (Co-Founder @ DOT)

Mar 12, 2024

DOT Ads is the crypto ad network with a Google Ads-like experience. Discover a self-serve ad platform and get your ads on 300+ crypto sites.

Lunar Strategy is a top Crypto Marketing Agency, working with hundreds of crypto brands.

Tim says Crypto Marketing is about 'finding eyeballs', but also about providing a real value proposition. "If we can't understand why we should buy or invest, we will usually not take them as a client".

📖 Read the Interview

[00:00:00] Tim: When we sit in sales meetings and when we talk with new projects, if we can't understand why weshould buy or invest, we will usually not take them as a client.

[00:00:19] Nick: Had you already been working in the marketing space, in the growth space, within Web2, and you transferred those skills over to Web3 and, I can see you nodding. So having done, having made that transition, did you find that starting an agency in Web3 was dramatically different?

[00:00:37] Nick: You know, the marketing strategies that you were deploying for Web3 were dramatically different to Web2, or was it , a relatively easy progression from Web2 to Web3. And I ask this question because most marketers, even Web3 marketers, they often have a background in Web2.

[00:00:53] Nick: I mean, Web3 hasn't been around that long, so most come from a Web2 place to Web3 space. So it's just interesting to hear your thoughts on that transition.

[00:01:01] Tim: I think the first two years was quite an error, just jumping into it, testing, see what works. Facebook ads wasn't working. Google ads and like, 'cause marketing, at the end of the day it is. Finding eyeballs and presenting something to them. So a lot of it is of course, similar. The main differences is like, what stories do you tell? What medium do you use?

And also I think the key part is also influencers. Cause influencers and how you work with them is a very nuanced and delicate topic combined with like launch strategies, how to collaborate with like launch pads, market makers exchanges. So it's, I think a lot of this, the core is just like, how can you find relevant people that are interested in what you're offering, but then there's a lot of nuance with these different other players because there is maybe three, four, five players involved, plus maybe 20 influencers, and you need to align the marketing strategy over all different channels.

I think the key part about becoming a Web3 marketer is like understanding crypto Twitter, understanding crypto and also investing yourself and understanding like where do people find out about the new upcoming things and being very like, on the pulse, so to speak. And that's why like everybody in our team needs to hold crypto, needs to hold NFTs and are very excited about it as well.

[00:02:28] Nick: Many people are watching, this interview will see, okay, Tim, CEO Luna Strategy, he sees hundreds of crypto projects and he's looking after their campaigns along with his team. Is there a recipe for success? And when I say recipe, is there a cocktail between pr, between advertising, between influencers that is the go-to strategy for Lunar?

[00:02:53] Tim: You need to have something that you sell, something that people want to buy, and they understand why they should buy it. So first of all, when we sit in sales meetings and when we talk with new projects, if we can't understand why we should buy or invest, we will usually not take them as a client.

[00:03:12] Nick: A good sign is, after a discovery meeting with a new product that I feel a little bit like, oh, maybe I want to invest in this because I see that the value add.

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