What is Web3 marketing?

Marketing for companies whose products involve blockchains, including protocols, exchanges, wallets, marketplaces, infrastructure and the businesses building on top of them. The core disciplines are familiar: positioning, search, content, community and paid acquisition. What changes is the operating environment, including technical audiences, restrictions on paid channels, conversations that happen away from the company website and purchase journeys that can include on-chain activity.

How is crypto marketing actually different from normal marketing?

The fundamentals are the same, but the context is different. Audiences are often technically literate and sceptical, so claims need evidence. Paid channels apply additional rules to many crypto products. Community can play a meaningful role in discovery and evaluation. The purchase journey can also be unusually fragmented: on the KnownOrigin marketplace, 47% of purchases happened 12 to 30 days after the first site visit, which made simple last-click reporting a poor guide to what was influencing demand.

How should I judge a Web3 marketing proposal?

Start by asking what the work is intended to change. A good proposal should connect its activity to a commercial or marketing outcome, explain how that outcome will be measured, give you a sensible timeframe for judging progress and make clear what would cause the approach to change. Deliverables matter, but they should support an outcome rather than become the outcome themselves.

Do you only work with crypto companies?

No. I also work across fintech and B2B technology. That crossover is useful in both directions: regulated financial services brings rigour around claims, compliance and long buying journeys, while crypto has taught me how to work in markets where products, channels and audience behaviour can change unusually quickly.

Can you actually run paid ads for a crypto product?

Yes, for products and markets that meet the relevant platform requirements. Google and Meta permit certain crypto categories with certification and geographic limits, so campaign planning needs to account for product type, geography, approvals and account setup before media is launched.

What about NFTs — is that still worth doing?

It depends on the role the asset plays in the product. The NFT engagements written up on this site worked because the digital asset supported a wider objective, including introducing eBay sneaker collectors to digital ownership and giving KnownOrigin artists a reason to bring their own audiences. I would start with the user need and the commercial objective, then decide whether a token or collectible genuinely helps meet it.

How much does this cost?

An audit with a roadmap is a fixed fee, typically three to four weeks. Ongoing work is a monthly retainer with no lock-in. I will give you a number once I understand the scope, and if I do not think I would earn it I will tell you that instead.

Web3 and crypto marketing

Web3 and crypto marketing, grounded in twelve years of experience.

I have worked in crypto since 2014, first as the founder of CoinJournal, then as a founder, consultant and in house marketing lead across companies including Bitmain, eBay, Improbable and regulated digital assets.

Today I help crypto, Web3 and blockchain companies with positioning, search, content, community, paid acquisition and marketing strategy. The fundamentals are the same as good marketing anywhere else. The difference is understanding the market well enough to apply them properly.

Discuss a marketing problem See the track record

In crypto since. Founded CoinJournal that year and ran it for six: 2014In crypto since. Founded CoinJournal that year and ran it for six
Crypto and Web3 engagements written up on this site, with the numbers attached: 5Crypto and Web3 engagements written up on this site, with the numbers attached
Sold through CryptoKaiju, the NFT business I built and ran myself: $250k+Sold through CryptoKaiju, the NFT business I built and ran myself

What changes when the product is crypto

The fundamentals are familiar. The operating environment is not.

Good crypto marketing still starts with the same questions: who is the product for, why should they care, where do they look for information and what would make them trust you?

The difference is the context around those questions. Crypto and Web3 products can involve technical audiences, financial regulation, restricted advertising channels, community led discovery and purchase journeys that continue away from the company website.

That changes how positioning, distribution and measurement need to be handled, but it does not replace the fundamentals. The objective is still to understand the audience, communicate something useful and connect marketing activity to a meaningful outcome.

Technical and sceptical audiences: Crypto audiences often understand the category in considerable depth. Messaging needs to be precise enough to survive scrutiny, particularly when the product involves financial risk, infrastructure or unfamiliar technology.
Restricted paid acquisition: Google, Meta and other platforms apply additional rules to many crypto products, with requirements varying by product category and geography. Channel selection and compliance need to be considered from the outset.
A fragmented buying journey: Research, discussion and recommendation often happen across X, Telegram, Discord, industry publications and private conversations. Community and distribution can therefore form part of the buying journey rather than sit outside it.
Difficult attribution: The route from first interaction to conversion can span multiple channels, devices and, in some cases, on-chain activity. Measurement needs to reflect that journey rather than rely on a single final touchpoint.

Twelve years in this market

Founder, operator and in-house lead — in this market since 2014.

2014

Founded CoinJournal

Started a cryptocurrency news publication and ran it for six years, building the writing team, setting editorial direction, interviewing people across the industry and handling advertiser relationships. It gave me an early view of how crypto audiences discover information, evaluate new products and decide which sources to trust.

2016–2021

Freelance crypto marketing, including Bitmain

Paid media, content, PR and social for the world’s largest manufacturer of mining hardware, and for a Manchester blockchain consultancy and its clients.

Read the case study

2018–

Founded CryptoKaiju

The first project to link NFTs with physical collectibles, taken from proof of concept to a profitable business with over $250,000 in sales. Covered by Forbes, and partnered with the NBA, The Sandbox and Dapper Labs. I sourced the manufacturers, ran the production, built the front end and did the marketing.

2022–2024

2025–

Regulated digital assets

Currently running marketing for a MiCA-authorised digital-asset firm — institutional lending and regulated crypto vaults, with Legal and Compliance in the approval path. Named in the CV rather than here.

The Forbes feature and the NBA partnership are linked from the About page, and the full record is in the CV.

What it produced

Five engagements, all in crypto, all written up with the measurement basis stated against each figure.

2024–2025

Restarting a marketing function that had stopped

MSquared · Strategy · SEO · Social

Social channels registering zero engagement for days at a time, and a site that ranked only for its own name. Rebuilt the marketing function from the ground up.

Read the case study

9,200+

Peak daily impressions on X, from under 100

2025

Proving a blockchain’s performance claim by breaking it in public

Somnia Network · Strategy · Community · Content

Rather than publish another performance whitepaper, we built a fully on-chain voxel MMO and invited the world to stress-test the network with it.

Read the case study

70,000+

Players onboarded during the testnet phase

2022–2024

Reversing a decline in a collapsing NFT market

KnownOrigin · Strategy · SEO · Content · Analytics

Traffic, creator mints and sales were all falling with the market. Attribution analysis showed the channel we thought was converting was not the one doing the work.

Read the case study

+30%

Site traffic over six months, against a falling market

2016–2021

Making the world’s largest miner manufacturer visible in English

Bitmain · SEO · Paid · Localisation

Dominant in Asia and effectively invisible in English search. Technical repair, localisation of twelve thousand words, and a rebuilt paid search account.

Read the case study

+124%

Organic traffic from the US and EU over six months

2022–2023

Introducing sneaker collectors to digital ownership

eBay · Activation · Research · Community

Two physical activations — OG Drops Manchester and Sneaker Con London — designed to find out whether traditional collectors would take up digital collectibles at all.

Read the case study

56%

Of event attendees claimed a digital collectible

What the work involves

The same five disciplines as anywhere else, applied to a market with its own constraints.

Most engagements use two or three of these together. If you are not sure which, start a conversation — working that out is the first thing I would do anyway.

Crypto marketing depends on what you are marketing

The category matters less than the audience, product and buying decision.

A protocol, an exchange and an institutional financial product may all sit under the crypto marketing label, but they do not need the same plan. The right channel mix follows from the product, the audience and the decision you are trying to influence.

That is why I treat Web3 marketing as a sector specialism rather than a separate set of tactics. Strategy comes first, then the channels that fit the job.

Protocols and infrastructure: Developer adoption, ecosystem growth, technical content, search, partnerships and evidence that the product works at the level its users care about.
Exchanges and financial products: Trust, regulation, acquisition economics, conversion, retention and clear communication of what the product does and who it is for.
Institutional crypto: Longer buying cycles, credible research, earned media, sales enablement and messaging that can stand up to legal, compliance and investment scrutiny.
Consumer Web3 products: Product adoption, community, creator or partner distribution, retention and giving people a reason to keep using the product after the initial launch.