The classic marketing funnel—awareness, interest, consideration, conversion, loyalty—has worked for decades. But Web3 is flipping that model on its head.
In Web2, brands control the message. Users are passive. You run ads, build email lists, and optimize landing pages. Conversion happens when someone finally trusts you enough to buy.
But in Web3, users aren’t just consumers—they’re participants. They own part of the ecosystem, and that changes everything about how we think about marketing.
Here’s how the funnel is evolving in the Web3 world:
1. Community Comes First
In traditional marketing, you build an audience and then try to convert them. In Web3, the community often comes before the product is even launched. Projects start by building a Discord or Telegram group, sharing a vision, and co-creating with early believers.
These early supporters don’t just buy—they contribute, share ideas, and spread the word. They’re emotionally invested. That’s powerful.
2. Ownership Replaces Loyalty
In Web2, you earn loyalty through points or email newsletters. In Web3, loyalty can be on-chain. Tokens, NFTs, or other forms of ownership give users a real stake in the brand.
When your customers are also shareholders, ambassadors, and co-builders, they’re not just loyal—they’re committed. That’s a much deeper connection than any loyalty program could offer.
3. Transparency Is Not Optional
Web3 audiences are smart. They expect transparency—team info, roadmaps, treasury data, even governance decisions. You can’t just “sell the dream” anymore. You have to build in public.
That means your marketing has to be open, real-time, and community-driven. Hype without substance won’t work for long.
4. Marketing = Education
A huge part of Web3 marketing is simply helping people understand what the project is, how to use it, and why it matters. The learning curve is steep, and trust is low.
That means your best marketing assets aren’t ads—they’re explainers, community calls, FAQs, and one-on-one support. The best projects win by making people feel confident, not confused.
5. The Funnel Is a Loop
In Web3, the funnel isn’t linear. Users might discover your project on X (Twitter), join a Discord, mint an NFT, then go build something using your tools—bringing even more people in. It’s a loop, not a straight line.
And that loop gets stronger the more people participate. That’s the beauty of a decentralized system—it feeds itself.
If you’re a brand or builder stepping into this new world, start by listening, educating, and empowering. The best Web3 marketing isn’t about pushing messages—it’s about creating shared value.