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Where to Start When Marketing a Real-World Asset Ecosystem

Explore key strategies for marketing an RWA ecosystem, focusing on building trust, engaging communities, and balancing technical innovation.

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As a new entrant, it can be exciting to introduce a new technology in the dynamic and evolving realm of Web3. Speaking from our experience at Defactor, we were eager to share various developments with our newfound community. However, we soon discovered that it is not as simple as writing a blog article on Medium or announcing our progress on LinkedIn. To bring our community a 360 view of what Defactor is working on, we implemented marketing strategies to create a holistic view of what Defactor is all about. 

This article outlines key strategies and approaches for effectively marketing within a real-world asset (RWA) ecosystem. Categorised into initial steps and ongoing processes, we advise new RWA ecosystems to have marketing strategies as innovative and robust as the technologies they aim to promote. Here’s how.

Starting Out: Foundational Necessities

Trust, Integrity, and Credibility

The initial focus, and perhaps the most important, should be on establishing a solid foundation of trust and credibility. In any business venture, you have to convince your stakeholders that what you’re building is worth their time and money. A relationship of trust underlies their commitment to invest in your business. In the RWA sphere, this involves transparently showcasing the motivations and genuine intentions behind a project. 

As with any technology, the end users are the most important stakeholders to consider. Engaging in community-driven platforms such as social media and podcasts can help founders affirm their commitment and long-term vision to potential users and investors. For example, using platforms like podcasts to showcase the founders’ voices and intentions helps humanise the technology, affirming that the project is more than just an investment; it's a long-term vision coming to fruition. Here, articulating a clear mission and vision is crucial. What is it that your new ecosystem aims to achieve? What are your contributions? Why should people pay attention? These questions can guide the strategic direction of the ecosystem and help align all stakeholders toward common goals.

Brand Identity

Once you’ve established the direction you wish to steer your ecosystem, it’s time to consider how you would like to communicate that mission and vision to your audience. Whether you’re a B2B, B2C, or a mixed ecosystem, building a strong brand identity can significantly boost visibility and appeal. 

Starting with a robust brand identity is not just about logos and corporate colours; it's about embedding your values in every piece of content and interaction. For an RWA ecosystem, where transparency and decentralisation are often key values, this means showing not just what you are doing, but how and why you are doing it. This transparency helps to foster trust and can set you apart in a crowded marketplace.

Use Cases

What better way to showcase your brand than to show and tell? Demonstrating the practical applications and the benefits of your technology through use cases can be equally impactful to those who may not be familiar with your technology or the RWA space but are looking to start their journey. Especially on the B2B side, use cases are instrumental, particularly in the current stage of crossing the chasm in the web3 tech adoption curve. By developing comprehensive user cases, however few, you clarify how your technology solves specific problems or improves particular processes. This not only aids in promoting understanding and adoption but also serves as a tangible proof of concept that can attract further interest and investment and enhance the ecosystem's market position.

Establishing a Knowledge Base

An often overlooked aspect of building a strong foundation in an RWA ecosystem is the development of a comprehensive knowledge base and educational content. This may include creating detailed developer documentation and resource pages or conducting gap analyses to identify and address informational shortfalls.

However, the nature of RWA technology can be complex and intimidating for newcomers. Providing clear, accessible explanations and tutorials can help demystify your technology and encourage wider adoption. Think beyond traditional blog posts or FAQs; interactive webinars, engaging video tutorials, podcasts, e-books, and real-time Q&A sessions can play a crucial role in educating and growing your community. Breaking down difficult-to-digest information into bite-size pieces of content can be the key to keeping your ecosystem refreshing while making it easily distributable across social channels.

Ongoing Marketing Efforts and Adjustments

Aligning Teams

Marketing in RWA isn't just the job of marketers; it's a cross-disciplinary effort that requires alignment between technical and non-technical teams. Bridging this gap ensures that the messaging not only highlights the technological advancements but also resonates with the end-user's needs and expectations. Regular workshops and integrated project teams can help maintain this alignment, ensuring that everyone is on the same page and moving towards the same objectives. 

Event Marketing

Participating in and hosting events remains a powerful strategy, especially in B2B and B2B2C contexts. Real-world interactions foster trust and can lead to meaningful partnerships and opportunities. Event marketing creates a crucial touchpoint in the awareness of a new RWA ecosystem. In the age of generative AI, it can be difficult to discern which RWA projects are truly trustworthy, especially in the early stages of development. Showcasing your project at various global DeFi events not only brings you directly in front of potential users and businesses but also shows them that your project is led by a team of real people. As we touched on in the previous section of trust, credibility and integrity, it is vital to continuously position your team in real-life marketing opportunities. Since at the end of the day - people will always do business with people.

Dual Focus: Technical Advancement and Community Engagement

RWA ecosystems must maintain a delicate balance between advancing their technology and engaging their community. Continuous technical improvement is necessary to stay competitive and address evolving market demands and security threats. Additionally, a strong, engaged community is crucial for testing, feedback, and evangelising the project.

Integrating Feedback Loops

As the project progresses, integrating feedback from clients and token holders becomes imperative. If your ecosystem interacts majorly through B2C, user input should be heavily considered for influencing product development. Continuous engagement through Ask-Me-Anythings (AMAs), social media platforms, and direct interactions can provide valuable insights that help refine strategies and product offerings. 

Furthermore, setting up effective channels for feedback is essential. This not only includes gathering input but also actively responding to it and demonstrating how it shapes the ecosystem. Whether it's adjusting a feature based on user tests or changing a communication strategy based on community feedback, showing responsiveness builds trust and loyalty. A large foundational characteristic of blockchain technology is its decentralisation. Integrating the function of governance in your ecosystem, if possible, provides autonomy to your stakeholders so that they may vote to shape the very ecosystem in which they have invested.

Visibility and Legitimacy

Ensuring that your project maintains a credible presence is key to long-term sustainability and trust. This can be achieved by leveraging both digital and physical platforms to showcase the project's developments and stability. 

Certifications, partnerships with known entities, and presence on esteemed platforms can also significantly enhance credibility. For instance, listing on recognised exchanges or obtaining security audits from respected firms provides a stamp of approval that reassures stakeholders of the project’s commitment to safety and longevity.

Moreover, organising press releases, interviews with project leaders, and showcasing successful use cases can effectively translate into increased trust and engagement.

Consistent broadcasting of your project's unique value propositions and relevant achievements is a great way to keep your community in the loop and serves as a reminder of how far you’ve come along.

Long-Term Orientation

Finally, maintaining a long-term perspective is essential, especially during market fluctuations. In the case of a mixed end-user ecosystem, you may be inclined to satisfy everyone’s needs when sharing ecosystem news. Nonetheless, regular token holders and businesses could be interested in vastly different aspects of the project. There is a fine line when trying to satisfy everyone’s needs, token holders may be more interested in the token multiplying than the actual technology behind it. Marketing should not only focus on immediate gains but also on building sustainable growth and utility that benefits both direct users and token holders. It should be a priority to consider what your long-term vision is and to communicate that to your stakeholders.

Conclusion: No Silver Bullet, But a Strategic Approach

Ultimately, there is no one-size-fits-all solution in RWA marketing. A successful strategy involves a combination of clear communication, stakeholder engagement, educational initiatives, and robust branding. By focusing on building a trustworthy brand and integrating community feedback, RWA projects can navigate the complexities of the market and achieve sustainable growth. Remember, in the decentralised world of blockchain, authenticity and long-term commitment can set your project apart from fleeting trends. 

To see how we approach our marketing initiatives, check out our Resource page.

THIS ARTICLE WAS INSPIRED BY THE DEFACTOR PODCAST EPISODE 7

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