在加密货币中获得新用户比以往任何时候都困难（该怎么做）

加密营销令人眼花azz乱：从选择正确的渠道到消息传递，再到团队协调。

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.

加密营销令人眼花azz乱：从选择正确的渠道到消息传递，再到团队协调。您应该投资于举办活动吗？您需要启动大使计划吗？如何设计对黑客马拉松的激励措施？总有事情要做。

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

伟大的营销人员简化流程，创建计划，执行任务并帮助您节省预算。

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

但是，在此阶段，加密货币营销变得越来越具有挑战性。

What exactly is happening?

到底发生了什么？

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

作为创始人，建筑商和营销人员，我们该怎么办？

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

为什么？这是三个原因：没有新用户！！！

Reason 1: Increased Competition

原因1：增加竞争

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

整个加密生态系统的链，基础架构和DAPPS（分散应用程序）都饱和，每个项目都以其自己的代币争夺关注。

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

根据@defillama提供的链上数据，@AlvaApp提供的DAPP和令牌数据

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从未使用过链产品（没有热钱包，没有接触Dapps），但他的最初经验反映了新用户的混乱。

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，根据@defillama的说法有356个区块链。演讲后，我与@cattybk（来自@thirdweb）进行了交谈，后者提到他们仅与2,000多个EVM连锁店合作。

I then checked the data from @coingecko:

然后，我从@coingecko检查了数据：

There are also:

也有：

44 narratives tracked by @KaitoAI

44 @kaitoai跟踪的叙述

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

新用户是否正在泛滥以支持这些新的连锁店，基础架构，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.

从总价值锁定的角度（TVL）的角度，该周期的性能与上一个周期相当，并且与Google搜索趋势中的“ crypto”一词的性能保持一致 - 搜索卷周期性下降，表明主流用户的兴趣减弱。

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.

即使新用户进来，他们也会面临数百条链可供选择，更不用说数百个钱包了。这比以往任何时候都更令人困惑。

Reason 2: Fragmented Target Audience

原因2：目标受众分散

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

加密货币领域的观众有多种多样的动机，进一步加剧了市场破裂。

• Developers and Builders:

•开发人员和建筑商：

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

如果您是区块链/网络/生态系统的开发人员，则需要吸引开发人员构建可以吸引新用户的应用程序。

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.

这需要开发人员营销和入职指南。开发人员的动机可能包括：希望使用您的技术堆栈实现独特的想法，获得开发资金，或者根据网络效应和分销能力看到更高的成功机会。

• Customers and Users:

•客户和用户：

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

如果您是协议，DAPP，中间件或服务提供商，则需要吸引用户生成收入。

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

对于生态系统，DAPP团队可以被视为客户。

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，用户并不总是与令牌持有人保持一致；有时，令牌持有者可能只是没有实际使用您的产品的投机者。

• Venture Capitalists, Angel Investors, and Other Investors:

•风险资本家，天使投资者和其他投资者：

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.

这些团体为您提供资金，他们的动机是实现投资回报率（ROI），通常是通过代币，它们并不总是与技术，用户数量或开发人员计数直接相关。

• Retail and Token Speculators:

•零售和令牌投机者：

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

这些人可能不是您的用户。他们的目标也是通过代币交易利润很高的投资回报率。

• Technical Partners:

•技术合作伙伴：

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.

这些通常是其他基础架构或中间件项目。速度，安全性和成本对区块链扩展的需求催生了整个中间件基础设施部门，包括链/钱包抽象，跨链桥梁，互操作性，模块化等等。

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

此外，还有一些服务提供商，不仅限于代理商，还包括区块链探索者，广告技术，解锁软件等。

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

这些合作伙伴通常代表需要目标的广泛受众，这就是为什么业务发展（BD）在行业中如此受欢迎的原因。

• Listing Partners:

•上市合作伙伴：

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，发射平台，做市商，中介机构和KOL交易等。这些群体的绩效直接影响您令牌的成功，并且他们的动机通常与ROI有关。

• Regulatory Bodies and Institutional Investors:

•监管机构和机构投资者：

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

这些受众可以带来大量的流动性，但也可能导致您公司的失败。

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.

除了所有这些受众类型之外，加密行业的全球化进一步加剧了市场破裂。这意味着了解文化差异，协调不同时区域的消息传递以及管理本地营销工作。

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:

所有这些都使加密行业的营销更具挑战性，而Web2营销更简单，消息传递更清晰，动机更加一致。例如：

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

原因3：技术不成熟，用户信任受到损害

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.

根据统计数据，自比特币出生以来，媒体已宣布其“死亡” 415次。此外，加密货币行业因骗局，洗钱和犯罪而臭名昭著。

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

一些有关加密货币的新闻头条可能会担心您的母亲您选择在这个行业中的选择。

In 2021, the boom of NFTs and the metaverse brought

在2021年，NFT和元视频带来的繁荣