[DAO:a4d57f2] Promote Decentraland Through Top Marketing Strategies

@ckbubbles

Yes it is an existing website but there is a lot more growth that needs to happen. Many mention how the hype could be dying down. So many people want to know about the metaverse but have nowhere to start. Yes DCL has users but what about reaching new audiences who can eventually promote it and make it more well-known. As mentioned on the proposal we have noticed weaknesses that need to be addressed.

We specialize in these types of strategies. It is sometimes better to work with outside brands that bring a new perspective and a set of fresh eyes to the situation. We are ready to go with processes currently in place from other clients.

We have worked with major brands - the Government of Canada, Insurance Brands, and advertising companies. Well known platforms means top social media platforms that we all know about. The proposal was meant to be easy to understand and within the limits. We have been in business for 9 years and worked with brands across different industries and have won major contracts.

This proposal is for the overall growth of the brand. Eventbrite is now of the largest event sites on the web. This is a huge opportunity for DCL. Events will be promote through their ads program that can generate new exposure to a targeted audience. The results will be seen once we start and we adjust based on audience engagement. We have worked with many brands and understand the challenges faced by DCL

SEO involves so much more than posting blogs on DCL. There is a component that involves a lot of external work on outside sites where articles can be placed with the correct links.

We will target people who may be interested in what DCL has to offer. There are numerous targets that we will go after. Our overall strategy and experience helps us stand out. Not everyone has past clients in different industries.

We have seen this being done. This is why we added it to the proposal so it can be more frequent and more targeted which will engage potential users.

I got certified in analytics over 7 years ago. Understanding analytics can lead to real results. So many just look at the numbers but make no effort to optimize and take action on what they see

Yes we did initial research but like we do with other clients the more detailed research cost more time and money. This our plan once we move forward. Also we wouldnā€™t just write a 10 bullet point list because we wanted to provide as much detail as possible without going over the character limits.

DCL has many initiatives. We will base audience profiles for each of the initiatives.

As mentioned its good to work with outside resources that specialize in some of these strategies and also has systems and processes ready to go.

We have done initial research. Metaverse related searches do not bring up DCL on first page of Google along with other things we noticed in order to create the proposal. As mentioned we have been in business for 8 years with major brand clients being awarded. SItes available to check as well as testimonials. Many clients have achieved first page rankings and more awareness through ad campaigns.

Yes we have done everything mentioned before numerous times with satisfied clients. We have taken brands from being listed on Google on page 10 to page one for many keywords that lead to more awareness. Also awareness from ads.

I could say more, but TLDR: Iā€™m not sure youā€™ve done any initial research. As there is none in here. I see research on the costs of the labor and the costs of the buys. But there is literally nothing else to review.

Itā€™s a list of 10 things you say youā€™ll do. This isnā€™t top marketing strategies, these are basic marketing tools with nothing actually backing up why we need them right now, or how they will be really used.

What works out there for large entities like The Govt of Canada is absolutely not the same thing as a niche digital Metaverse world, and the same marketing TOOLs that you call strategies, are not always used in the same ways. Because they are different worlds, ethos, targets, everything.

This is a DAO, that has a grants system, where you typically pitch like you would New Business pitches or VC pitches.

This pitched ā€” you with little information, and 10 tools and how much they cost and in a timeline. More like an RFI(Request for Information) than anything else. And it and your responses, feel like you havenā€™t done the work to prepare for this.

I hope community continues to do their research and ask the right questions needed.

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@ckbubbles You mentioned wanting me to go into more detail then you say TLDR. Im confused as to why DCL would NOT need these strategies? They would not benefit from being found higher on Google and being seen by new audiences that may find interest in DCL? You mentioned that itā€™s needed but you want someone else to do it.

I am changing my vote to NO based on information and conversations with other DCL residents. I still think this is needed but am agreeing with @Morph that if you can show us a committed involvement and desire to promote DCL will go a long way and to start with a lower amount. I am also encouraging someone here to instead do a bidding and tendering proposal for marketing. I still believe it is needed not just in WEB 3 but in WEB 2 and IRL. I also believe that a 3rd party with an outside perspective is needed. We continue to advertise to ourselves by using the same platforms and methods. Cowboy Tom is doing some interesting things for sure.

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@Doug-NFTWorld [quote=ā€œDoug-NFTWorld, post:42, topic:19720ā€]
ā€œWe will look at how top brands are promoting their projectsā€ - what software do you intend to use for this? Do you have a use case from a previous relevant project that you can showcase where competitive intelligence data led to improved audience targeting or marketing strategy?
[/quote]

This mainly means researching other brandsā€™ numbers and how much they spend and what they are doing to grow their brands. Many tools including semrush moz ahrefs similarweb help us know exactly where their traffic comes from. Tools like these give us data on how much is spent and exactly what is targeted. We compare their site to DCL sites to see what works better for them. The good thing is that most of the what we need is available to us from these tools.

Our initial research helped us understand some of the previous efforts online.

400.4K average visitors which has been on the decline for the past few months

Bounce Rate 37.61% relatively high which should be lower

Pages per Visit 20.82

The majority of the traffic comes from Direct sources meaning they type in the URL which is OK but other channels such as Ads, Social Media, and Email are low under 10%
Most searches to the site are just people typing in Decentraland. It should also include other terms involving the brand.

Yes the team cost will be used to implement many of the strategies. R&D involves paid research tools similar to stock footage and graphics that need to paid for.

We would see a progression. for example, going from page 3 to page 2 of Google. You are correct it is long term but within 4 months we will see the progression. Most social traffic in DCL comes from Twitter. Other social channels like youtube, Instagram, Facebbook, tiktok and more donā€™t bring much traffic. $7k is the full ad spend on Google ads. This will alow us to measure what is working and what people are engaging in more.

@Morph

Traffic is down to under 400k monthly visitors from over 500k earlier in the year. New teams can have a different perspective on how to help the brand grow with different strategies.

Yes you can grow a brand by making a better product but you still need marketing to promote it and bring new potential users to the brand.

Yes great write up. Sounds like you really know how marketing budgets are used. Currently, the average monthly traffic from DCL declining from over 500k earlier this year. Also i believe it should be getting traffic from more sources. I think now is the time to move forward on marketing efforts

Iā€™ve been mentioning DCL for over a year in past projects. Based on my research the demographics are highly engaged online so content to them will be effective. Organic search currently only accounts fro 20% of DCL traffic which definitely needs to be more considering how many are searching about learning about this space. Metrics will be given during the entire process so that we can see the growth. I wrote a book on the topic and will have my team implement all the key strategies that will help the brand grow. References to books- SkillPath to Distribute Chris N Cheetham-Westā€™s Digital Marketing Book Chris Cheetham-West: How to reach your target audience | CBN

@HPrivakos ā€œThis proposal include posting content on DCL blog and setting up Google Analytics on decentraland.org.
It might be nice to ask the Foundation if they are willing to cooperate before giving away 70kā€

SEO involves so much more than posting blogs on DCL. There is a component that involves a lot of external work on outside sites where articles can be placed with the correct links. I am certified in Analytics and will use external tools to measure. Currently, the average traffic is at 400k which is a decline from over 500k earlier this year. I think now is the time to move forward on marketing efforts

I think you misinterpreted my response, the TLDR was in relation to my long msg I had originally typed, but felt based on the vague non answers I got last to my questions, that it wasnā€™t worth it going into more detail than I did. So I shortened the msg for you. The TLDR was ab me lol

And yes, I did say they need some of these things, but I feel they need to do it themselves aka Foundation. Because these are the most basic marketing tools you can use. And they should be, the entity that is DCL. Or they should hire an agency to do so. I assume if you were pitching them as a client, you wouldnā€™t have shared a 5 page google doc. You would have put together a much more detailed proposal pitch.

But again you havenā€™t given what the strategies are, you are saying to use a few specific tools.

If you want to say using a tool is a strategy thats one thing, but you donā€™t have an actual marketing strategy to back any of this up. It means nothing without it. And you are saying nothing without it.

Tools are a small part of the proposal. Yes i have written 30 page proposals for clients but as you may know there is a limit to how much detail we can go into with these grants. I made it straightforward and easy to understand. We will target specific audiences. DCL doesnā€™t get much traffic from sources outside of people typing in Decentraland and coming from twitter. Its been declining for months based on research. Working with outside company can give a fresh perspective. We will dedicate our time to it. My book even covers specific strategies around SEO, Email Marketing, Ads, Analytics, Targeting and more. So im not just talking about tools. We have an actual strategy SkillPath to Distribute Chris N Cheetham-Westā€™s Digital Marketing Book

I would encourage you to read up about the 4-year crypto cycle before trying to sell yourself as a marketer for crypto products, itā€™s clear you donā€™t understand that not only was this drop off expected, itā€™s actually encouraged and gives us a time to revisit and plan development before the next bull market wave.

Hey @cwestmetaverse I just looked into your socials and it looks pretty great all the stuff you have been doing, I voted yes but Iā€™m seeing that you are getting whaled out which might be a problem for you! but I wouldnā€™t take it personal the DAO has been very chaotic and I think we are facing this problem for a while! I really hope that you just continue in the meantime to proof your work and give it another shot after the community completely sees your efforts!

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Unfortunately, I think by making it straight forward and easy to understand, you simplified it beyond having anything really to review. And for 70K, weā€™re gonna need something to review here.

You speak of research tho, please share. Typically when you are pitching campaigns you include some of these. And insights, and some early demos, etc.

Not sure a book is the best resume example for me here. I wrote a book ab a blue dog named babe, but Iā€™m not in dog forums talking about being a dog expert. And not sure what that potentially paid PR article is showing me though, bc if it was done through paid partnership, itā€™s just another example of something you or your team wrote.

Personally, I donā€™t show paid PR articles in my portfolio because I want ppl to think I actually went viral and someone wanted to write about my work. I do it because it shows agencies who would hire me, how amongst campaigns we can find the best media partners to pay to promote the campaign on. These convos are going no where tho.

Also @InJesterr he def didnā€™t get whaled out. He was whaled in to start, and after people started to do their research they questioned things, and clearly people changed their minds. I would implore you do the same. This proposal is just fluff IMO.

Well I talk about the current state and not how it began or started, and to be completely honest Iā€™m not looking at what other people think because if I would it might have influence me and overlap my own initial decision and Iā€™m trying to stand behind what I vote for.

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You mention me not knowing any strategy and only knowing tools. This is why i sent you a link to my digital marketing book that covers all the strategies i mention and details about it. No one mentioned me trying to be seen as viral. Theres multiple articles unpaid and paid pr that I and my company are mentioned in. For DCL its mostly male audience 20s and 30s, with traffic declining. 60%+ traffic from direct sources and some through search but other channels such as social media, advertising, referral traffic are a lot lower than it should be (under 20%). Theres hardly any first page Google rankings outside of people typing in Decentraland. Only social media platform bringing traffic mainly is twitter. I can go on with stats but It sounds like your stance is that you find the strategies needed but you want someone else to do it. The Foundation to do it. I think that isnā€™t fair to people trying to help the brand and who will dedicate time and focused effort with systems in place already.

Iā€™m asking for examples of client work youā€™ve done. Not a book to read, or an article ab a book. If the only place I can learn about what you do/have done, is from your book, then thatā€™s that. Because I donā€™t think itā€™s appropriate that I need to buy/source your book to get your references/examples. Seems like a shill.

But you should go on with more stats and details, because itā€™s thatā€™s what Iā€™ve been looking for. With such a lack of a proposal and anything to review here, references/examples of work and an actual pitch to review would be appreciated. So if not provided in the next response, I will stop asking as this is going nowhere, and is becoming a time sink.

And I said yeah some of these things Foundation should be doing already and I think we as a community can possible suggest it or make a proposal poll to encourage them to hire someone(project based) to do so, and then maybe it could go into bidding and tendering so multiple agencies/groups/ppl can bid on this. Iā€™m sure thereā€™s a handful in the community who have the skillsets, and would love the opportunity to pitch.

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I have voted No based on lack of information on the proposal (no target demos are mentioned, no goals mentioned i.e. is this promotion to support user acquisition? awareness of DCL? No KPIs; what does a successful campaign mean and how is that measured), along with low confidence of product knowledge by the team (i.e. product being Decentraland platform). Additionally, no mention of localization marketing efforts ā€“ Iā€™d think this would be valuable considering the global reach of the platform. IMO, larger marketing efforts should be done in-house so it can be consistent and maintained, where outside agencies or support could be at the singular event or project level.

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Thanks you for your support and encouragement.

This is specifically for awareness of DCL. The campaign is measured by traffic and overall engagement with the brand. We plan on targeting people who use are more likely to engage with the brand worldwide. We already have the demographics of the visitors currently engaged in the brand (age, location, interests) Currently, the traffic to DCL mainly consists of direct visits and visits from Twitter. This is a huge concern as there are so many channels that could be generating target traffic. Using outside companies can benefit brands because we bring a new perspective and specialized knowledge along with focused efforts.

As I mentioned before you donā€™t seem open really hearing about more stats and past work. You mentioned " large entities are not the same thing as a niche digital Metaverse world" This space is relatively new so we canā€™t expect someone to have 10 years of experience in branding this space. My clients have when from not ranking at all on Google to being top 5 and generating paid leads. As well as advertising campaigns that led to conversions and goals reached. Thousands of clicks helped grow a brand from paid advertising. Im using this route to try and provide these services since this is one of the reasons DCL created this opportunity. So again sounds like you are interested in strategies but want someone else to do it.

My last messages asked for those things, and I requested proper documentation of such otherwise this is just a back and forth about nothing. So telling me that Iā€™m not open is not factual. And the comment about niche digital worlds, was in relation to your references. Typically when you look at candidates for a job, you try to find people who have experience working on similar brands, as it can signify they have the proper understanding of the space they will be working within.

You mention paid advertising, my forte actually. Do you have a creative strategy and campaign pitch to review? And lastly of course Iā€™m interested in someone else doing it, that is the exact reason we are here right now reviewing this specific proposal that has none of the proper documentation to show what could be done with this large amount of money.

Again I wouldnā€™t bother responding to me again if you will not be providing proper references, and pitch documents that show research, insights, strategies, creative, and then budget and timelines.

If you do not have this documentation, then I would suggest you go back to the drawing board and try again with a more thought out proposal.