在加密貨幣中獲得新用戶比以往任何時候都困難（該怎麼做）

加密營銷令人眼花azz亂：從選擇正確的渠道到消息傳遞，再到團隊協調。

Crypto marketing is dazzling: from choosing the right channels, to messaging, to team coordination. Should you invest in hosting an event? Do you need to launch an ambassador program? How should the incentives for hackathons be designed? There’s always something to do.

加密營銷令人眼花azz亂：從選擇正確的渠道到消息傳遞，再到團隊協調。您應該投資於舉辦活動嗎？您需要啟動大使計劃嗎？如何設計對黑客馬拉鬆的激勵措施？總有事情要做。

Great marketers simplify processes, create plans, execute tasks, and help you save budget.

偉大的營銷人員簡化流程，創建計劃，執行任務並幫助您節省預算。

However, crypto marketing has become increasingly challenging at this stage.

但是，在此階段，加密貨幣營銷變得越來越具有挑戰性。

What exactly is happening?

到底發生了什麼？

As founders, builders, and marketers, what can we do?

作為創始人，建築商和營銷人員，我們該怎麼辦？

Why? Here are three reasons: No new users!!!

為什麼？這是三個原因：沒有新用戶！！！

Reason 1: Increased Competition

原因1：增加競爭

The entire crypto ecosystem's chains, infrastructure, and dApps (decentralized applications) are saturated, with every project vying for attention with its own token.

整個加密生態系統的鏈，基礎架構和DAPPS（分散應用程序）都飽和，每個項目都以其自己的代幣爭奪關注。

According to On-chain data provided by @defillama, dApps and token data provided by @alvaapp

根據@defillama提供的鏈上數據，@AlvaApp提供的DAPP和令牌數據

For example, my friend @mumufengg has never used on-chain products (no hot wallet, no exposure to dApps), yet his initial experience reflects the confusion of new users.

例如，我的朋友@mumufengg從未使用過鏈產品（沒有熱錢包，沒有接觸Dapps），但他的最初經驗反映了新用戶的混亂。

Currently, there are 356 blockchains according to @DefiLlama. After a talk, I spoke with @cattybk (from @thirdweb), who mentioned they have worked with over 2,000 EVM chains alone.

目前，根據@defillama的說法有356個區塊鏈。演講後，我與@cattybk（來自@thirdweb）進行了交談，後者提到他們僅與2,000多個EVM連鎖店合作。

I then checked the data from @coingecko:

然後，我從@coingecko檢查了數據：

There are also:

也有：

44 narratives tracked by @KaitoAI

44 @kaitoai跟踪的敘述

Are new users flooding in to support these new chains, infrastructure, dApps, and tokens?

新用戶是否正在氾濫以支持這些新的連鎖店，基礎架構，DAPP和令牌？

From the perspective of Total Value Locked (TVL), the performance of this cycle is comparable to the previous one, and aligns with the performance of the term "crypto" in Google search trends—search volume is cyclically declining, indicating waning interest from mainstream users.

從總價值鎖定的角度（TVL）的角度，該週期的性能與上一個週期相當，並且與Google搜索趨勢中的“ crypto”一詞的性能保持一致 - 搜索卷週期性下降，表明主流用戶的興趣減弱。

Even if new users come in, they face hundreds of chains to choose from, not to mention hundreds of wallets. This is more confusing than ever.

即使新用戶進來，他們也會面臨數百條鏈可供選擇，更不用說數百個錢包了。這比以往任何時候都更令人困惑。

Reason 2: Fragmented Target Audience

原因2：目標受眾分散

The audience in the crypto space is diverse, with different motivations for each group, further exacerbating market fragmentation.

加密貨幣領域的觀眾有多種多樣的動機，進一步加劇了市場破裂。

• Developers and Builders:

•開發人員和建築商：

If you are a developer of a blockchain/network/ecosystem, you need to attract developers to build applications that can attract new users.

如果您是區塊鏈/網絡/生態系統的開發人員，則需要吸引開發人員構建可以吸引新用戶的應用程序。

This requires developer marketing and onboarding guidance. Developers' motivations may include: wanting to realize unique ideas using your tech stack, obtaining development funding, or seeing higher chances of success based on network effects and distribution capabilities.

這需要開發人員營銷和入職指南。開發人員的動機可能包括：希望使用您的技術堆棧實現獨特的想法，獲得開發資金，或者根據網絡效應和分銷能力看到更高的成功機會。

• Customers and Users:

•客戶和用戶：

If you are a protocol, dApp, middleware, or service provider, you need to attract users to generate revenue.

如果您是協議，DAPP，中間件或服務提供商，則需要吸引用戶生成收入。

For the ecosystem, dApp teams can be seen as customers.

對於生態系統，DAPP團隊可以被視為客戶。

It's important to note that users do not always align with token holders; sometimes token holders may just be speculators who do not actually use your product.

重要的是要注意，用戶並不總是與令牌持有人保持一致；有時，令牌持有者可能只是沒有實際使用您的產品的投機者。

• Venture Capitalists, Angel Investors, and Other Investors:

•風險資本家，天使投資者和其他投資者：

These groups provide you with funding, and their motivation is to achieve a return on investment (ROI), usually through tokens, which do not always correlate directly with technology, user numbers, or developer counts.

這些團體為您提供資金，他們的動機是實現投資回報率（ROI），通常是通過代幣，它們並不總是與技術，用戶數量或開發人員計數直接相關。

• Retail and Token Speculators:

•零售和令牌投機者：

These individuals may or may not be your users. Their goal is also high ROI through token trading profits.

這些人可能不是您的用戶。他們的目標也是通過代幣交易利潤很高的投資回報率。

• Technical Partners:

•技術合作夥伴：

These are usually other infrastructure or middleware projects. The demand for blockchain expansion in speed, security, and cost has spawned an entire middleware infrastructure sector, including chain/wallet abstraction, cross-chain bridges, interoperability, modularity, etc.

這些通常是其他基礎架構或中間件項目。速度，安全性和成本對區塊鏈擴展的需求催生了整個中間件基礎設施部門，包括鏈/錢包抽象，跨鏈橋樑，互操作性，模塊化等等。

Additionally, there are service providers, not limited to agencies, but also including blockchain explorers, ad tech, unlocking software, etc.

此外，還有一些服務提供商，不僅限於代理商，還包括區塊鏈探索者，廣告技術，解鎖軟件等。

These partners typically represent a broad audience that needs to be targeted, which is why business development (BD) is so popular in the industry.

這些合作夥伴通常代表需要目標的廣泛受眾，這就是為什麼業務發展（BD）在行業中如此受歡迎的原因。

• Listing Partners:

•上市合作夥伴：

Including trading platforms, launch platforms, market makers, intermediaries, and KOL trading, etc. The performance of these groups directly impacts the success of your token, and their motivations are often related to ROI.

包括交易平台，發射平台，做市商，中介機構和KOL交易等。這些群體的績效直接影響您令牌的成功，並且他們的動機通常與ROI有關。

• Regulatory Bodies and Institutional Investors:

•監管機構和機構投資者：

These audiences can bring significant liquidity but may also lead to your company's failure.

這些受眾可以帶來大量的流動性，但也可能導致您公司的失敗。

Beyond all these audience types, the globalization of the crypto industry further exacerbates market fragmentation. This means understanding cultural differences, coordinating messaging across different time zones, and managing localized marketing efforts.

除了所有這些受眾類型之外，加密行業的全球化進一步加劇了市場破裂。這意味著了解文化差異，協調不同時區域的消息傳遞以及管理本地營銷工作。

All of this makes marketing in the crypto industry more challenging, whereas Web2 marketing is more simpler, with clearer messaging and more consistent motivations. For example:

所有這些都使加密行業的營銷更具挑戰性，而Web2營銷更簡單，消息傳遞更清晰，動機更加一致。例如：

Reason 3: Technology is Not Mature and User Trust is Damaged

原因3：技術不成熟，用戶信任受到損害

According to statistics, since the birth of Bitcoin, the media has declared its "death" 415 times. Additionally, the crypto industry is notorious for scams, money laundering, and crime.

根據統計數據，自比特幣出生以來，媒體已宣布其“死亡” 415次。此外，加密貨幣行業因騙局，洗錢和犯罪而臭名昭著。

Some news headlines about crypto might worry your mother about your choice to be in this industry.

一些有關加密貨幣的新聞頭條可能會擔心您的母親您選擇在這個行業中的選擇。

In 2021, the boom of NFTs and the metaverse brought

在2021年，NFT和元視頻帶來的繁榮