It’s time to get visible. Allow me to introduce you to a concept called Web 3.0, which represents the next iteration or phase of the evolution of the Internet and it could potentially be as disruptive and represent as big a paradigm shift as Web 2.0.
The internet is arguably the most important technology revolution in the history of humankind.
Although the industry has evolved considerably since its inception, its current stage is akin to the auto industry in 1920 — that is, it’s world-changing technology that has been around for 20 years but is still relatively immature and in need of major improvements.
What is Web 3.0?
The inventors of the Internet did not foresee that internet behemoths would dominate the web and become owners and profiteers of our data. Web 3.0 could bring us a fairer internet by enabling the individual to own and control who profits from one’s time and information.
It’s got all the markings of a contentious culture war. On one side, there are people who believe the current version of the Internet failed because it concentrated too much power in too few hands, benefiting a relatively small number of people.
On the other side you have people who continue to believe in the promise of the Internet to deliver valuable services to billions of people for free or very low cost. They believe in an Internet that rewards you for what you post, rather than what you own.
Web 3.0 for the rest of us.
This can all sound complex and somewhat techie, but there are many real-life applications for Web 3.0, especially when it comes to social selling and marketing yourself or your business.
Most of us aren’t into cryptocurrency, NFTs and other digital commodities. What we want is to stay ahead of the information onslaught that is drowning us and our customers.
What are the specific tactics to build an engaged community through your own participation and influence in 2022 and beyond?
Do you sell cars? Want to sell more? Grab your Ultimate FREE Guide to Social Media for Car Salespeople today!
The firehose of information is REAL.
As Web 3.0 continues to evolve, let’s focus on what we can do right now to capitalize on the swift changes we’re seeing when it comes to attracting an audience around you and the value you bring to the table.
Today, instead of trying to reach huge masses of people, it’s more worthwhile to build influence within a smaller, more engaged group of your most ardent customers.
What communities do your clients hang out in? If you’ve been on social media for more than a year, you’ve likely got a network to start with.
Look for communities rather than platforms.
Find the right channels and immerse yourself in these communities. Here’s a list of platforms to explore:
- Facebook Groups: Facebook Audience Insights: discover the groups that are relevant to your audience (your ideal clients).
- LinkedIn Groups: Use this tool to search for relevant groups.
- Social Audio: Twitter Spaces
- Comments sections, even on local media sites
- Reddit: 3rd most visited site in US
- Quora: a place where people ask questions
- Forums and other niche communities
- Substack: an emerging platform for subscription newsletters.
- Medium: an open platform where readers find dynamic thinking, and where expert and undiscovered voices can share their writing on any topic.
Pro Tip: I just attended a SparkToro Webinar with Ross Simmonds on content distribution. If you want to learn more details about distribution platforms and how to leverage them, visit this link.
As you engage and show value, answer this question: “How do I want people to feel within the virtual walls of my community?”
Study the top posts that your community browses for inspiration around the content they want. Then go create that content.
How to stand out in Web 3.0
1. Be helpful.
Do it with no expectation of return.
2. Ask questions.
What’s the best way to get people to engage? Ask questions.
Asking questions allows you to learn more about the community and its members. Asking questions forces you to become a better listener. Asking questions makes you more likable. Asking questions goes far beyond exchanging information.
3. Answer questions.
What’s the best way to build rapport? Answer questions.
If the subject matter is within your expertise, answer it and then ask a follow up question.
In certain cases, someone will reach out through private/direct message because they witnessed your interest to help others and/or you offered your expertise. A clear sign you’re perceived as being helpful and you’ve built rapport.
4. Practice the art of conversation.
If you were thrown into a professional environment where your life depended on getting to know people in the room, would you be able to do that? Your life does depend on your ability to converse with people – it’s how you make a living as a salesperson.
The same goes for digital conversations in Web 3.0.
When you’re conversational on social media, over time, your community develops a perception of you. Make sure what you say enhances how you want people to think of you.
Things are pretty divided culturally right now and it’s easy to fall into the trap of chiming in on threads that spark responses. But ask yourself, “Is this worthy of my response? If I respond, am I adding value to the conversation?”
5. Create with intent.
Most of us in the online space have been taught to create content. The problem is that everyone does it and now there’s just too much content for anyone to consume. Throw in native advertising, sketchy information and downright lies, and you can see how it’s difficult to trust Web content today.
This means we need to take our content strategy further with a new mindset. We need to refrain from creating things just for the sake of doing it, with the hope that something sticks to the wall.
In Web 3.0, we need to create with intent.
Create content that will make your audience love you.
Create things that don’t scale so that you can build an audience that does.
6. Distribute your content wisely and strategically.
Content is no longer king – distribution is.
You have to market the content you create, which means you need to distribute your content where your audience is spending their time.
Spend more time distributing content than you once did.
It’s common to find that content creators spend less than half the time it takes to create content on distributing it. Distribution needs more attention than that to stand out.
- If you’ve been spending 20+ hours/month creating content, prepare to spend at least that much time distributing it to the community you’ve built and the communities you’re a member of.
- If you are new and haven’t created content, the good news is that you don’t have to get over the hurdle of change. Start slow and develop a plan that doesn’t overwhelm you. Focus on finding communities where you can participate, then share content that establishes your value.
I once worked at a dealership where the sales, service and parts departments were not communicating well and it was costing us crucial resources. It was causing us to deliver substandard customer service. We came up with an employee credo: “Deposit more than you withdraw.”
After a lot of push back from different factions, everyone soon got on board with the credo and within a few months, things turned around. The data showed that we were improving and everyone admitted that it worked.
Standing out in Web 3.0 means being the most valuable community member you can.
Deposit more than you withdraw. Share your passions with people, be patient, put in the work and it will come back to you.
Are you looking for more ways to stand out in Web 3.0? Get your FREE ebook, “20 Social Selling Techniques for More Leads and Referrals” HERE.