You’ve built a blockchain solution that you’re truly proud of. Your team knows the value it brings. Other blockchain enthusiasts are excited by it. However, you have one significant problem: gaining buy-in from the mainstream market.
Despite the significant growth the crypto and Web3 space has experienced in recent years, it remains a relatively fringe industry. On top of this, it’s highly complex and esoteric to the vast majority of people. That means that unless your solution is very straightforward, most non-natives will be scratching their heads at your company, wondering why they should care.
If you really want your blockchain solution to break through to broader markets and expand its user base, you need to rethink how you communicate its value.
Know Your Audience (Really Know Them)
The first mistake many blockchain companies make (and most traditional businesses, for that matter) is assuming everyone cares about the same things they do. Unfortunately, that is simply not the case.
Blockchain natives are well-acquainted with terms like “decentralization,” “immutability,” and “trustless systems.” They know that these concepts represent potentially revolutionary improvements to traditional systems. But for non-natives? These words could be in another language.
Mainstream audiences and everyday people not involved in the Web3 space don’t wake up thinking about consensus mechanisms. They wake up thinking about their problems. Because of this, you need to create two distinct communication approaches:
For blockchain natives, it is essential to highlight technical innovations, network effects, and protocol improvements. These informed audiences appreciate the “how” of your solution.
For mainstream markets, it’s best to focus on the tangible benefits that your solution provides. Instead of the tech, talk about the “so what.”
Translating Benefits, Not Features
The truth is that most people don’t care HOW things work. They just want to enjoy the benefit. The vast majority of people are unaware of (and uninterested in) how refrigeration technology works, but they appreciate having fresh food that lasts longer and cool beverages.
That’s exactly how you need to approach blockchain marketing with mainstream audiences. The technical complexities that make developers geek out will never resonate with the masses. They don’t need to understand distributed consensus to appreciate that their financial information is safer and cannot be tampered with.
This approach is practical because it directly addresses what people truly care about in their daily lives. When you translate technical features into real-world benefits, you’re speaking a language everyone understands: “What’s in it for me?”
The main point to keep in mind here is that this benefit-focused communication doesn’t need to diminish your amazing technology. It actually showcases its actual value by highlighting the tangible differences it makes in people’s lives. This is how you overcome the blank stares and start generating genuine interest from non-blockchain enthusiasts.
Bring in PR Specialists
Most blockchain projects quite rightly devote their time and resources to development and technical specifications. For better or worse, that means that marketing often becomes an afterthought, something you’ll get to “once the product is perfect.” But even the most revolutionary and innovative technology won’t sell itself, especially when it’s complex.
There’s a good chance your developers might struggle to explain your technology without diving into technical jargon. Your existing team might also lack experience reaching mainstream audiences and marketing products.
This is where partnering with a blockchain PR company can help to bridge the gap between your technical expertise and the communication needs of broader markets.
A good blockchain PR firm won’t just blast out press releases into the void and call it a day. They will gain a deep understanding of your value proposition and help craft tailored messaging approaches for different audiences. They will know which publications reach blockchain enthusiasts and which ones influence mainstream consumers.
This allows you to focus on what you do best without worrying that your crypto public relations approach is being neglected. After all, if you want to find success, you need to be pushing forward with both sides of that coin at the same time.
Make the Unfamiliar Familiar
Suppose you want the value of your solution to be understood by as many people as possible. In that case, you need to make connections to concepts they already understand. Analogies are your friend here.
If you’re creating a decentralized finance application, don’t start by explaining smart contracts; instead, begin by defining the underlying concepts. Instead, start by connecting to familiar financial concepts that everybody will understand.
“Remember how online banking changed how you manage money? We’re taking the next step by removing the middlemen who take fees from your transactions.”
If you’re developing a supply chain solution, connect it to consumer concerns about product authenticity: “Have you ever wondered if that expensive product is really authentic? Our system gives you a complete, tamper-proof history from factory to store.”
These aren’t just simplifications. They help to bring a clear and concise benefit/use case to the hard work you’re doing.
Address Concerns Head-On
Lastly, it is essential to be honest about the image problem that mainstream audiences may have with cryptocurrency. Your potential customers have likely seen headlines about hacks, scams, market volatility, and environmental concerns. They’ve almost certainly heard stories from friends who lost money in crypto investments, struggled with complicated wallet setups, or have unfortunately been hacked.
Many blockchain companies make the mistake of ignoring or dismissing these concerns as misunderstandings. But that’s precisely the wrong way to go about it.
As a flag bearer for the blockchain space, it is in your best interest to tackle these perceptions directly. If someone asks about security, don’t just say “blockchain is secure” – explain specifically how your solution protects users in language they understand. If they worry about environmental impact, be honest about your energy usage and any steps you’re taking to minimize it.
This transparency builds credibility. It shows you respect your audience’s intelligence and concerns. It also allows you to distinguish your solution from others that might have contributed to negative perceptions.
Final Word
Breaking into mainstream markets isn’t about turning everyone into blockchain experts. Most people won’t be interested in the technical details that blockchain-natives obsess over – and that’s perfectly fine.
What they do care about is whether your solution improves their lives in some meaningful way. Can they trust it? Is it easy to use? Does it solve a problem they actually have?
The companies that succeed in mainstreaming blockchain won’t be the ones with the most elegant code or the most innovative consensus mechanisms (though those things do matter). They’ll be the ones who successfully translate their technical achievements into benefits that resonate with everyday people.