Marketing is a crucial activity that promotes a business's offerings, idea or brand. It has its challenges, and every business, based on it type, may encounter specific marketing issues. Sometimes, challenges revolve around budget constraints, how to reach a larger audience, how to communicate the value proposition effectviely and more.
One challenging aspect of marketing I've observed is how to effectively understand and connect with the target audience, along with the kind of best strategies to adapt to changing marketing trends.
In the case of Hive, I often ponder how marketing can be executed effectively.
Many of us have contributed to creating awareness about our ideas to the world, all with the aim of achieving mass adoption. I've come to realize that this endeavor is closely tied to what we present, our value proposition, or, in other words, why people should prefer using Web 3 dApps over Web 2 apps.
What Can We Sell About Hive?
Inviting someone to Hive should emphasize the value that Hive offers. Hive has positioned itself as a revolutionary blockchain and it is creating lots of opportunities. Hive provides users the freedom to express themselves without censorship, it is decentralized; it grants users ownership of their data and digital assets without central authority control.
Additionally, Hive offers users the opportunity for fast and feeless transactions and more. I believe these are some of the aspects we can highlight as Hive's unique value propositions.However, the question is whether these would mean much more to our target audience.
Often times, we talk about the freedom Hive can provide to ordinary users who have been active on Web 2 platforms. So, would these value propositions mentioned mean something significant to attract them to using Hive? As we already know, Web 2 apps offer more appeal to users, and it's the reason many spend quite some time there, even though they may not be as rewarding as Hive.
Should there be some kind of attraction? I believe so, and it's important to highlight the appealing or attractive aspect of HIVE. Some people talk about making user-friendly apps, similar to what we find with Web 2, to attract users. This is true, as some dapps or frontends sometimes look complex, hindering their usage by new users.
I also think incentivization is one of the most appealing aspects of Hive. We can't simply talk about the benefits Hive offers without mentioning the Hive reward system.
Hive gives rewards for participating or engaging; this means users can receive rewards for participating and engaging through content creation, curation, voting. This implies that rewards can be received as a user engages but are not guaranteed.
Of course, money seems to be the most driving force to have caused a number of users to remain active on Hive. Should there be no reward system, I wonder the number of people who will still be posting, curating, or talking about Hive. Even while reward benefits seem to be one of Hive's value propositions that we can highlight, I think marketing Hive has to be done effectively, balancing attraction and reality for new users.
Hive's Reality: It's about value for value
I believe users who have stayed active on Hive for quite some years now are the ones who understood and discovered that there was more to Hive than what they initially perceived it. Marketing on the basis of rewards as an attraction can help attract our target audience, but we can eventually lose them when their expectations for these rewards are not met.
Marketing Hive on the basis of a rewarding platform can serve as a good appeal to new people, but it's important to highlight how the reward system work by giving a better understanding of its reality. The reality is that rewards are not guaranteed to those who simply sign up but to those who bring value; it's about value for value.
It's important how any marketing message prioritizes the value Hive expects to give out value. On that basis, I believe we will be able to attract long-term Hive members and not just those who may be driven only by their pursuit of financial gains.