Lead generation is the process of identifying potential customers, for your products or services. This guide covers everything you need to know about web3 lead generation, including how BeInCrypto’s marketing team uses a number of core strategies to get results.
For help with web3 lead generation or to boost your project at any stage, contact our team of marketing specialists.
Top web3 lead generation strategies
Here’s how to generate high quality leads while building your brand, and the steps you can take to help clinch that all-important conversion.
1. Join and build web3 communities
Know and find your audience. Interacting with crypto communities (i.e. your potential customers) is an obvious place to start. There are many online platforms where you will find your target audience. Some of these might include:
- Discord
- Telegram
- X
As well as getting stuck into existing communities, create your own! BeInCrypto’s Telegram provides genuine alpha to our members, with trading professionals on hand to answer questions. But it’s also an effective marketing channel; both for us and our clients.
For example, one lead generation campaign BeInCrypto enacted on behalf of YouHodler combined paid web banners and native article integrations with organic AMA sessions with our Telegram based- trading community. This led to 4500 new user registrations and converting a strong majority of those into new active clients, at a cost of $10 per qualified registration.
Meanwhile, our long-term partnership with MEXC heavily utilized our Telegram community, including via trading tournaments and AMAs, generating 800+ signups in four months and a trading volume of $139,190,802.
Sofia Pashnina, BeInCrypto’s Telegram Community Manager, shared the following expert insight:
Web3 projects need communities because our sphere can be quite scary and even harsh for beginners. It is very important to build your audience’s trust in the brand and make it clear that you are always ready to help so that those involved in the development of your project remain in the green.
Sofia’s top tips?
- Be patient. Building a real community around a project is difficult but worth it. Your community are like loyal fans who will be with you in difficult times. The main thing is to treat them the same way.
- Be ready to answer questions. Even stupid ones! The worst thing you can do is to respond to a newbie with something like “Dude, this is clearly not for you, everyone here discusses more serious things.” As a result, -1 person in your community, and then -10 of his friends.
- Enjoy the process. There is nothing better than gathering a group of like-minded people from all over the world and creating a future together — you do it with your project; the members with their contributions to your product.
Of course, it’s not just BeInCrypto building valuable, bought-in communities on Telegram.
Shiba Inu’s Telegram group, for example, once had hundreds of thousands of active members (known as the SHIB ARMY). Rather than just chatting among themselves, the SHIB ARMY actively promoted the token on other platform, such as Reddit, TikTok, and YouTube. Community members created memes, tools, and promotional content on their own, promoting bullish sentiment around SHIB, with many holders vowing to HODL regardless of crypto volatility.
Ultimately, the SHIB ARMY helped the meme coin reach a multi-billion dollar market cap, drove listings on major exchanges including Binance, and influenced the creation of a wider Shiba Inu ecosystem (ShibaSwap, LEASH, BONE).
2. Attend web3 events
This is particularly important if you’re B2B, as opposed to B2C, but regardless, attending sector-specific events is key. Your target audience is both online and offline. If you want to reach them, you have to put boots on the ground.
Attending web3 events, meet-ups, conferences, and hackathons puts names to faces. You build trust and a reputation with potential customers. People feel better when they associate a familiar face with a brand logo.
Crypto events occur throughout the year and all over the world. Check our crypto events calendar to find the most relevant event for you.
3. Leverage social media
You can use social media to build communities, generate organic reach, and also leverage paid campaigns. Note that while it can be a cost effective way to generate web3 leads, advertising crypto projects on social media may come with some red tape. It’s important to be aware of restrictions around ads.
Genesis Hernandez, BeInCrypto’s Community Manager and socials expert, shared the following insights:
“Social media isn’t just a channel, it’s a strategic playground for lead generation. It’s important to engage with your audience authentically, share valuable insights, and connect with the right people. That’s how you build real trust and open doors for sales. If you stick to consistency and delivering content that speaks to what your audience actually cares about, it’s hard to go wrong.”
Her top tip? “The key with socials is that it’s about conversation, not just pushing products. It’s not about the number of posts, it’s about the quality of connections you’re creating.”
Take BeInCrypto’s partnership with Horizon, which centred in-depth storytelling across our podcast and social platforms. The campaign generated 9000 engagements across socials, and 30,000 page views. It worked because the content was authentic; the series shared honest stories from web3 projects straight from their founders. Real people and real ideas are key to genuinely connecting with crypto and tech audiences; not clickbait-y promises and flashing, in your face ads.
4. Collaborate with crypto influencers
For many crypto brands, influencer collaborations have been key to success. Influencers have an established relationship with their audiences — grounded in trust and connection — that when leveraged correctly, your business can benefit from. Selecting an influencer that can deliver an authentic campaign will widen your exposure to new leads while also giving potential leads more confidence to try out a new product or service.
Binance, for example, is well known for its influencer partnerships. Take the #MyCryptoLife campaign: the centralized exchange worked with a number of YouTube and Twitter influencers (including notable names such as @CryptoBusy and @BitBoyCrypto) to share personal stories and educational content about how crypto had impacted their lives.
This was effective for a number of reasons. Firstly, the campaign was relatable. Rather than just pushing products, influencers shared their own personal crypto journeys. The influencers were also chosen well; these figures already had niche, engaged web3 audiences, with a mix of macro- and micro-influencers targeting both broad and niche communities.
As well as using influencers for the campaign, a number of “ordinary” people were asked to share their crypto journeys too, ensuring the whole concept felt relatable and relevant to Binance’s target audience.
5. Use targeted advertising
Targeted advertising aims to reach the right people with the right message at the right time.
Is your audience in Europe or South America? What age group or occupation are you looking for? Perhaps your preferred demographic likes reading Substack over Medium, or short-form vs. long-form content. These are all questions you must ask yourself when considering targeted advertising.
Many websites and applications will place ads on your timeline or feed based on your search history and purchasing behavior. This is perhaps the most obvious modern form of targeted advertising.
Take eToro’s “invest in the future” campaign, which used programmatic and social media targeted advertising (Facebook, Instagram, YouTube, Google Display Network). The generative AI-led campaign was specifically aimed at retail investors aged 25–45 interested in finance, tech, and crypto.
eToro reported achieving a 5x ROI on ad spend in crypto-focused funnels, and increased crypto account sign-ups by 141% during the campaign period (compared to the previous quarter).
6. Create lead magnets
A lead magnet is a web3 marketing tactic that offers potential customers something of value in exchange for their contact information. The idea is to create a compelling incentive for potential customers to provide their email address, phone number, or other contact information. This is then used to nurture the relationship and move them further along the sales funnel. Examples of lead magnets include:
- eBooks or whitepapers
- Webinars or video tutorials
- Free trial or demos
- Discounts or coupons
What to do after you’ve generated your leads?
Use lead scoring
Lead scoring is a process of assigning a score or ranking to each lead based on their level of engagement and interest in your product or service.
The goal is to prioritize leads and focus your sales and marketing efforts on those that are most likely to convert into customers.
Lead scoring involves evaluating different factors, such as a lead’s demographic information, behavior, and engagement with your brand.
For example, a lead who has visited your website multiple times, downloaded a whitepaper, and attended a webinar may receive a higher lead score than a lead who has only visited your website once.
By assigning a score to each lead, you can determine which leads are most likely to convert and prioritize your sales and marketing efforts accordingly. This allows you to focus your time and resources on the leads that are most likely to result in a sale and improve your overall conversion rate.
Nurture your leads
Web3 lead generation is all about identifying potential customers. Once a lead is identified, you should use various marketing and sales techniques to nurture the relationship and move the lead through the sales funnel.
In marketing, a funnel is a visual representation of the path a potential customer takes as they move through the stages of the buying process. The widest part at the top represents the largest pool of potential leads, and the narrowest part at the bottom represents those who actually make a purchase.
It’s important to build relationships with potential customers and provide them with value. When leads are in the funnel, nurture them with relevant content. This can help them progress naturally through each sales funnel stage until they are prepared to purchase your offering.
Targeted email campaigns, phone calls, and personalized content can all help to build trust (when executed well) and persuade the lead to make a purchase.
Develop a clear plan and automate communications, starting with a welcome campaign. Remember that lead nurturing is a long-term strategy that requires patience, persistence, and a customer-centric approach.
How to track your web3 lead generation performance
Measuring the success of your lead generation strategy can ensure you are making the most of your efforts and resources. There are several ways to measure the success of your lead generation efforts.
- First, it is important to track the number of leads that are generated through your various channels, such as your website, social media, or email campaigns. This can give you a good idea of the overall effectiveness of your lead generation strategy.
- Note that the quality of your leads is just as important as the quantity. Those showing interest in your products are more likely to convert.
- Measuring the conversion rate of your leads into customers is also crucial in determining the success of your lead generation strategy.
- This will give you an idea of how effective your lead generation strategy is at driving sales and revenue for your business.
- Additionally, calculating the cost per lead can help you determine the ROI of your lead generation strategy. Do this by dividing the total cost of your lead generation efforts by the number of leads generated.
- Finally, tracking engagement metrics can provide insight into how your target audience is interacting with your content. Measuring metrics such as click-through rates, open rates, and social media engagement can help you refine your strategy over time.
It’s all about the data
Achieving success with web3 lead generation requires a level of data dependence. By leveraging data-driven insights, you can optimize your lead-generation strategies and increase your chances of converting prospects into customers. Utilizing the strategies described above is only half the task. Collecting, analyzing, and interpreting data is a non-negotiable follow up and will help you identify trends, improve targeting, and measure performance. Good luck!
Looking for help with lead generation and marketing your web3 business or brand? Contact our specialists and find out more here.
Frequently asked questions
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