Aligning a Web3 Marketing Strategy with Tokenised Real-World Assets

Aligning a Web3 Marketing Strategy with Tokenised Real-World Assets
September 23, 2024

In the ever-evolving world of Web3, the tokenisation of Real-World Assets (RWAs) has gained significant traction with key events like BlackRock’s Bitcoin ETF launching at the start of 2024. As the Web3 ecosystem matures, the market cap of tokenised RWAs is expected to rise, reflecting the increasing adoption and integration of these assets into the decentralised digital landscape. Learn the essentials for a Web3 marketing strategy below.

Navigating the Advantages and Challenges of Tokenised RWAs

With a total market capitalisation (cap) of $6.87 billion (as at publication) RWA tokenisation involves tokenising the rights to both physical (tangible) and intangible assets into the blockchain. These tokenised instruments allow for greater transparency, liquidity, cost efficiency, and accessibility. These assets can range from real estate and commodities to art and even intellectual property. Besides the Bitcoin ETF, Blackrock’s USD Institutional Digital Liquidity fund (BUIDL) achieved a $500 million market cap. Key players like Archax are partnering with key Layer 1 players like Ripple (XRP) to bring hundreds of millions of dollars of tokenised RWA’s onto the XRP Ledger.

Examples of RWAs include:

• Tangible Assets: Real estate, gold, silver, metals and collectibles like art and cars.
• Intangible Assets: Equities, Government or corporate bonds, carbon credits and trade finance.

The primary benefit of tokenised RWAs lies in their ability to bridge the gap between the physical and digital realms. By tokenising these assets, Web3 stakeholders can unlock new avenues for investment, ownership, and liquidity. Tokenised RWAs can provide a tangible, asset-backed foundation that is cryptographically verified, adding a layer of stability and trust.

The integration of RWAs into the Web3 landscape is not without its challenges. Issues such as regulatory compliance, rising competition, and investor education can pose significant hurdles for Web3 businesses. Navigating these challenges requires a strategic and well-executed approach to market development.

Targeting the Right Audience for RWAs

The target audience for tokenised RWA’s can be diverse, ranging from institutional, high-net-worth individuals and retail investors.

• Institutional Investors: Established financial institutions, such as investment firms and banks, may be interested in tokenised RWA-based investment opportunities.
• High-Net-Worth Individuals: Affluent individuals seeking diversification and alternative investment avenues may be drawn to tokenised RWA-based products and services.
• Retail investors: Cryptocurrency and investors in the Web3 ecosystem, may be particularly interested in the innovative applications of tokenised RWAs, including investors who want access to generally illiquid investments like real estate.

Defining Marketing Objectives for Tokenised RWA 

When developing a marketing strategy for tokenised RWAs, Web3 businesses should consider a multifaceted approach to their marketing objectives. These may include:

1. Awareness and Education: Educating the target audience about the concept of RWAs, their benefits, and the unique offerings of tokenised RWAs. Concise messaging is vital for instiling confidence and fostering widespread adoption. By demystifying the benefits and risks associated with tokenised assets, it paves the way for informed decision-making among investors.
2. Lead Generation: Attracting potential investors and customers who may be interested in tokenised RWA offerings and bespoke solutions.
3. Thought Leadership: Positioning the Web3 business as an authoritative and innovative voice in the RWA and Web3 space.

By aligning these objectives with the specific needs and preferences of the target audience, Web3 businesses can develop a comprehensive and effective web3 marketing strategy.

Develop a Proper RWA Tokenisation Web3 Marketing Strategy

It’s essential to strategically market tokenised RWA’s and this can be achieved via a range of digital marketing channels and strategies. This includes:

1. Content Marketing: Developing high-quality, informative content that educates the target audience about tokenisation of RWAs. Include their advantages, and the need for regulation to increase institutional adoption. This may include blog posts, educational guides, live Ask-Me-Anything (AMAs) sessions, and video content. The content can be distributed via the website, social media platforms, and partnering with relevant industry bodies to help establish thought leadership and build trust in the space. 
2. Social Media Marketing: Leverage social media platforms to engage potential investors, disseminate relevant content, and build a thriving community centred on the company’s tokenised RWA offerings. Foster meaningful dialogues, address queries promptly, and nurture relationships with followers to establish a robust online presence. Utilise targeted social media advertising to reach specific demographics effectively and drive traffic to the company website, thereby expanding your reach and enhancing visibility in the digital landscape. 
3. Search Engine Optimisation (SEO): Google accounts for 91% of search volume as of June 2024. Additionally, about 75% of people will never scroll past the first page on Google.  Optimise a Web3 business’s online presence to rank higher in search engine results for relevant keywords and phrases related to RWAs tokenisation and Web3. This can include on-page optimisation, content creation, and link building strategies.
4. Harness Email Marketing: Did you know that for every $1 spent, on average email marketing can return $44? Tap into the proven power of email marketing to nurture leads and showcase tokenised RWA offerings. Craft bespoke email campaigns that deliver timely updates, valuable insights, and enticing investment opportunities directly to subscribers’ inboxes. By customising content to align with recipients’ interests and preferences, marketers can build enduring relationships and boost conversion rates.
5. Leveraging KOL’s and building Strategic Alliances: Team up with key players in the RWA tokenisation ecosystem, including exchanges, custodians, and asset managers, to expand reach and bolster credibility. Implement joint marketing initiatives, co-branded campaigns, and cross-promotional efforts to enhance visibility and cultivate mutually advantageous partnerships. By tapping into the strengths and networks of strategic allies, marketers can broaden their influence and cement a strong presence in the market. Use our resource to guide you to help guide you to craft your KOL strategy.

By combining these digital marketing tactics, Web3 businesses can effectively reach and engage their target audience, build brand awareness, generate leads, and position themselves as thought leaders in the RWA tokenisation and Web3 space.

The successful development of a marketing strategy for tokenised RWAs in the Web3 ecosystem requires a strategic and multifaceted approach. By understanding the unique characteristics and benefits of tokenised RWAs, identifying the target audience, setting clear marketing objectives, and leveraging digital marketing channels, Web3 businesses can unlock the vast potential of this emerging asset class and drive growth within the decentralised digital landscape.

Need help marketing your RWA tokenisation or Web3 project? Take3 will help you accelerate to a new level.  Get in touch here.✌️