#23 Web3 Marketing, Simplified with Justin CEO of Safary

The Token Takeover

Major Themes:

• Founder's Journey and Community Building: Justin, the co-founder of Safary, shared his journey from entering the crypto space in November 2021 to establishing Safary. Initially aiming to develop a DAO tool, they pivoted to focus on building a community of Web3 growth leaders. This community-first approach led to the realization of the need for better tools to serve the Web3 growth industry, culminating in the creation of an attribution tool akin to "Google Analytics for Web3."
• Challenges and Opportunities in Web3 Growth: Safary addresses critical gaps in Web3 marketing by providing insights into which marketing channels drive tangible results. This attribution tool helps Web3 companies measure the effectiveness of their marketing strategies by linking off-chain activities with on-chain outcomes, a crucial advancement given the complexities of tracking conversions in the decentralized web.
• Safary's Evolution: Starting as a community, Safary evolved into a research hub before developing its own Web3 analytics tool. This progression highlights the importance of understanding community needs and leveraging insights to build practical solutions. Justin's journey underscores the value of adaptability and direct engagement with your target audience to refine and develop relevant products.
• Community-Led Growth: Justin emphasized the significance of building small, intimate communities where real connections are fostered. He shared insights on scaling communities slowly to maintain quality interactions and the importance of founder involvement in community engagement. Safary's approach to community building, focusing on relationships and personal connections, serves as a model for Web3 projects aiming to cultivate a dedicated user base.
• Fundraising Insights: Although the conversation didn't delve deeply into Safary's fundraising journey, it was hinted that Safary successfully navigated raising capital in a challenging bear market by initially gathering support from angel investors. This strategy demonstrated the power of showcasing a strong network and unique market insights to secure significant VC backing.

Memorable Quotes:

• "We built a community first and then evolved into doing research and building tools for the Web3 growth industry." - Justin
• "Community building in Web3 is about fostering real connections and engagement, not just amassing large numbers." - Justin
• "Our attribution tool is like Google Analytics for Web3, bridging the gap between off-chain marketing activities and on-chain results." - Justin

Actionable Takeaways:

• For Web3 Founders: Consider adopting a community-first approach to understand your audience deeply and identify the tools and solutions they need. Engage directly with your community members to build lasting relationships and gather valuable insights that can guide your product development.
• For Marketing Professionals: Explore and leverage analytics tools designed for the Web3 ecosystem, like Safary's attribution platform, to optimize your marketing strategies and ensure your efforts contribute to tangible outcomes.

Safary's journey from a community initiative to a pioneering Web3 analytics platform underscores the importance of listening to your audience, iterating based on feedback, and the transformative power of community-led growth in the decentralized space.
https://www.linkedin.com/in/justin-vogel/
https://twitter.com/Safaryclub

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