Let’s be real, marketing in crypto doesn’t follow the usual playbook.
In traditional marketing, a funnel is a way to map out the customer journey: from the moment someone hears about you, to the moment they actually do something (like sign up, buy, or use your product). It’s usually broken down like this:
Top of Funnel (TOFU) — Grab attention
Middle of Funnel (MOFU) — Educate and build interest
Bottom of Funnel (BOFU) — Get them to take action
Sounds simple, right? But in Web3, the funnel gets a lot weirder.
You’re not just selling a product — you’re building a community, educating people about your tech, and trying to convince them you’re not a rug. All while keeping up with memes, narratives, and tokenomics.
So what actually makes a good blockchain marketing funnel?
TOFU: It’s all about attention, but not just noise. You need content that’s loud and smart. Spicy tweets, memes, short videos, and killer storytelling that speaks to your specific audience. Whether you’re targeting devs, NFT lovers, or DeFi degens, make sure you know who you’re talking to.
MOFU: The forgotten middle. A lot of projects lose people here. You’ve got their attention, but do they understand what you’re building — and why it matters? Think: onboarding campaigns, tutorials, Discord AMAs, fun explainers. Keep it simple, clear, and a little bit playful.
BOFU: Now it’s time to convert. But asking people to stake, mint, or join a DAO isn’t as easy as adding to cart. You need a smooth UX, real incentives, and trust. Bonus points if you make it feel like they’re part of something, not just a user.
Also, how do you even know if your funnel’s working? Is it website clicks? Token holders? Discord engagement? Meme count?
I’m curious how others build their funnels in Web3.
What works? What flopped? And what’s still a mystery?
Let’s trade ideas