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'Web2 users will NOT relate to Web3 Content' says Trrue.io Co-Founder
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'Web2 users will NOT relate to Web3 Content' says Trrue.io Co-Founder

Host: Nick Price (Co-Founder @ DOT)

Jan 18, 2024
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'Web2 users will NOT relate to Web3 Content' says Trrue.io Co-Founder
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Hosted by Nick Price (Co-Founder @ DOT Ads) and joined by Alison McMurtrie (Co-Founder @ Trrue.io)

Trrue is an impact investing platform connecting globally conscious investors with promising ESG businesses. In this clip, Alison talks about how from a marketing perspective Web2 and Web3 audiences need to be treated very differently!

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📖 Read the Interview

Alison McMurtrie: We need to stop treating it like it's this special being.

But until we reach that point, the reality is, is you have the early adopters and the gurus, or the sages , those early adopters that are really diehards, they're into it, but they respond to very different messaging, colors, iconography, logos, a whole different feel to, traditional Web2, if you are trying to create one marketing strategy, which is going to talk to two, and we tried, it won't work, it just ends up either being really, really vanilla, which equals [00:01:00] useless, or you end up alienating one of your two persona profile customers, and we became really, aware of that.

So what we've been working on is having multiple marketing and communication strategies, from the way we design our website. Certain pages are very targeted and feel very Web3 and then you would go to another page on the website and it will feel more traditional Web 2-ish.

And that is intentional, it will be the same with our socials, when we're communicating on Twitter or X, whatever you want to call it. We will have the brands, but then we will have sub-brands within that, and they will have their own Twitter, channels, if you would, and they will be able to communicate with those populations because we find having one message just wasn't building [00:02:00] the community.

It would speak to one person but not another. We've done the research, we've done the work. Now we know that we have to split that communication to target and to talk to them without scaring them off.

Nick Price: To unpack that you said two things there. One that we don't like the separation between between Web2 and Web3, but that we understand the current realities in that there is still a distinction between them. So to hear you target each community individually is interesting. You mentioned Twitter. Have you noticed that some channels work better for Web2 audiences and others for Web3. And, and if so, and which channels are working best for each?

Alison McMurtrie: When I say X it sounds really weird in my, in my accent. So we just go with Twitter.

They're all in little clans and groups. And so you have to get in there and demonstrate that you know what you're talking about. So you really have [00:03:00] to be very, very consistent to be seen as to communicate well with them and to build a following. And consistency with them is really key. Now, individuals in Web2 are on there, right? But this was our problem. Web2 users will not relate to our Web3 content.

You know, the really cool stuff, the protocol, the real world assets, the DID, the SSI. Web2 will be like, holy cow, get me outta here. 

But now the good thing about LinkedIn is when we communicate to these Web2 based startups that are impact focused, it's also resonating with any investors that are there as well. So really, it's, understanding who your customer is, and what resonates with them is so fundamentally important. Do you like Telegram? [00:04:00] Do you like WhatsApp? Do you like Discord? It's really important to understand that.

To be able to send out successful messaging that is very, very consistent. 

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