Web3 marketing is an exciting field. The Web3 world evolves at a breakneck pace, and marketers must prepare for strategies that change faster than in any other industry. In today’s landscape—where crypto, Web3, and blockchain projects compete fiercely—having a great product alone is no longer enough to succeed. Precise, efficient, and strategic marketing has become the key to a project securing user support, capital, and community backing.

So, for beginner project teams or new marketers, how can you truly take the first step in Web3 marketing?

Fortunately, there are reliable ways to enter this industry—whether you’re an outsider looking to learn the ropes or a professional aiming to be hired by top Web3 marketing firms. This guide will help you quickly establish the right mindset and action framework.

Table of Contents

1. What is Web3 Marketing?

2. How Does Web3 Marketing Differ from Web2 Marketing?

3. Brand Narrative: Shaping Your Project’s Story and Vision

4. Community Cold Start: Gathering Your First Users from Scratch

5. Building a Content Matrix: Delivering High-Quality Content Across Channels

6. KOL Collaboration: Leveraging Crypto Influence

7. Data Tracking: Monitoring and Optimizing Marketing Performance

8. Conclusion

9. Frequently Asked Questions (FAQs)

1. What is Web3 Marketing?

Web3 marketing is the process of acquiring new users, investors, or buyers for products built on blockchain technology.

Examples of blockchain-based products include:

• DAOs (Decentralized Autonomous Organizations)

• NFT collections and projects

• Token projects and new cryptocurrencies

• Exchanges

• Layer 1 blockchains (e.g., Ethereum)

• Layer 2 blockchains (e.g., Polygon)

• AMMs (Automated Market Makers)

• DEXs (Decentralized Exchanges)

Web3 marketing uses distinct strategies and targets different audiences compared to traditional marketing.

2. How Does Web3 Marketing Differ from Web2 Marketing?

Web3 marketing requires specialized knowledge and experience. Strategies that work for Web2 marketing are often ineffective in Web3.

Common Web2 Marketing Strategies:

• PPC (Pay-Per-Click) advertising (Google Ads, Twitter Ads, LinkedIn Ads)

• Out-of-home advertising (e.g., billboards, TV commercials)

Common Web3 Marketing Strategies:

• Telegram and Discord community management

• Exchange listings

• Web3 influencer marketing

• Social media management

• Press releases and sponsored content on leading Web3 media platforms

Additionally, the audiences and messaging for Web3 marketing differ significantly from traditional marketing and advertising.

Key Insights About Web3 Audiences:

• They are young (primarily 21–35 years old).

• They are mostly male (over 70%).

• They are mainly located in the U.S., Canada, the U.K., and Western Europe.

  • Exception: Play-to-Earn (P2E) games, which are popular in Southeast Asia.

• They deeply distrust traditional financial systems.

• They assume everything is a scam unless proven otherwise.

3. Brand Narrative: Shaping Your Project’s Story and Vision

A brand narrative is the cornerstone of building differentiation and trust in Web3 marketing. A resonant story and clear vision can set your project apart from competitors and attract like-minded early supporters.

3.1 Define Your Mission and Values

First, distill your project’s mission and core values. This goes beyond technical solutions—it includes a higher-level vision. For example, Optimism, an Ethereum Layer 2 network, centers its brand narrative on “building a positive-sum future” and pledges to use protocol revenue to fund public goods. The Optimism team even publicly committed to directing all profits from its sequencer to a public goods funding experiment. This initiative established its brand image as optimistic and altruistic, significantly boosting community trust in the project’s long-term value.

3.2 Focus on Pain Points and Tell Your Solution Story

Great brand stories revolve around industry pain points, explaining why your project exists and what change it brings. For instance, Blast, an emerging Layer 2 project, emphasizes its unique selling point: “unlocking yields for idle assets on L2.” Traditional Layer 2s offer 0% APY (Annual Percentage Yield) on user assets, but Blast claims to let L2 funds “earn passive income” through native staking and real-world asset yields. This pain point-focused narrative helps audiences instantly grasp the project’s value proposition, sparking discussion and attention.

3.3 Speak “Human Language” for Easy Spread

Crypto technology is complex—your brand narrative should be as accessible and shareable as possible. Avoid jargon; use metaphors or stories to make concepts vivid. “Move to Earn” is a simple slogan coined by StepN, directly conveying the idea of “earning by exercising” and capturing public attention. Similarly, Optimism refers to its community as the “Optimism Collective,” using positive language to foster an uplifting, united atmosphere and strengthen users’ sense of identity.

3.4 Stay Authentic and Consistent

In Web3, communities have a keen sense of smell—exaggerated claims or inconsistent messaging will quickly trigger skepticism. Once your brand narrative is defined, maintain consistency across all external communications: from whitepapers and official websites to AMA remarks, all content should align with the same set of values. Actions must match words.

Optimism not only advocates for public goods in words but also allocated 100 million OP tokens to RetroPGF (Retroactive Public Goods Funding)—this commitment to delivering on promises reinforces the credibility of its brand story.

In short, crafting a compelling brand narrative helps win user trust in the early stages. In the competitive crypto market, a touching story often resonates more deeply than cold technology.

4. Community Cold Start: Gathering Your First Users from Scratch

Every Web3 project needs to nurture a loyal core community from day one. A “community cold start” refers to how to gather your first batch of seed users and guide the community into a positive cycle. Common cold start strategies include:

4.1 Early Incentives (Airdrops/ Rewards)

Attract target users to register and engage with your product through token airdrops or NFT giveaways. Early users are willing to participate to earn “early adopter rewards,” helping kickstart user growth.

Layer 2 projects like Arbitrum and Optimism teased airdrops for testnet users and ecosystem contributors before large-scale promotions, successfully gathering hundreds of thousands of potential users. Data shows: Arbitrum’s first airdrop covered 625,000 user addresses, while Optimism’s first airdrop reached approximately 248,700 addresses. This large-scale airdrop helped Arbitrum expand its user base and build momentum for its mainnet launch.

4.2 Invitation-Only Access and Private Testing

Use invitation-only registration and limited testing to create scarcity and drive word-of-mouth through “hunger marketing.” Many Web3 projects (e.g., new DeFi platforms, blockchain testnets) distribute invitation links or “whitelists” to encourage existing users to refer new ones. For example, Blast’s airdrop points system included an invitation mechanism: when a referred user deposited funds, the referrer earned additional points proportional to the deposit.

This design incentivized existing users to actively invite friends to participate in exchange for higher airdrop benefits, creating viral growth. This member-to-member cold start method is low-cost and high-conversion, as social endorsement increases trust.

4.3 Limited-Time Offers and Early Adopter Advantages

Attract users to join early with “early bird” benefits. For example, StepN’s early strategy required users to purchase NFT shoes to enter the game—and the price of these NFT “tickets” increased gradually. This let the earliest players join at a low cost and enjoy high returns from token rewards.

This creates a “first-mover advantage” period for seed users, motivating them to join before the mainstream. This model has proven effective in GameFi, attracting a wave of profit-driven early players and quickly building buzz for the project. However, it’s important to control the pace to avoid a Ponzi-like scenario (where slowing user growth makes early benefits unsustainable).

4.4 Deep Operation of Core Users

During the cold start phase, it’s better to have a small but high-quality initial community than a large but inactive one. Founders and team members should be highly active in Discord/Telegram groups, communicate directly with early users, collect feedback, and shape community culture. These early users often become future community opinion leaders (OLs) and volunteer moderators. Many successful projects have stories of founders answering questions personally or participating in late-night community discussions during the cold start phase—this “founder presence” greatly enhances the loyalty and sense of belonging of core users.

Case Study: Blast’s Cold Start

Before its mainnet launch, Blast designed a series of cold start tactics:

1. Launched an airdrop points campaign on its testnet, where users could accumulate points by depositing funds into Blast’s contract and lock their deposits until mainnet launch.

2. Leveraged trust from its team’s previous success with Blur’s airdrop, prompting a flood of users to bridge funds to Blast in hopes of future airdrop rewards.

3. Added an invitation-based referral mechanism, where users earned extra points for inviting friends to deposit—driving viral growth in project awareness.

As a result, Blast’s TVL (Total Value Locked) exceeded $230 million and its number of participating addresses surpassed 37,000 just 2 days after launch—achieving an impressive cold start. This shows that clever incentives and viral mechanisms can help a new project build massive community buzz in a short time. Of course, this approach relies heavily on financial incentives; follow-up product value and operations are still needed to retain truly valuable users.

In summary, the goal of the community cold start phase is to use a small, high-quality initial community to drive larger-scale user growth. Through reasonable incentives and community-based communication strategies, your project can quickly focus a group of seed users, laying the foundation for future word-of-mouth and network effects.

5. Building a Content Matrix: Delivering High-Quality Content Across Channels

Once your community is initially established, the focus of marketing shifts to consistently delivering high-quality content to educate the market and amplify your brand voice. This requires building a “content matrix”—covering different platforms and formats to widely distribute your brand message. A typical content matrix includes:

5.1 Official Documentation and Blogs

These are the carriers of detailed project information. Write clear whitepapers, litepapers, and FAQ documents, and regularly update official blogs (e.g., on Medium or Mirror) with project updates, technical analyses, and tutorial guides. For example, many DeFi projects publish blog series explaining how to use protocol features, guiding new users through onboarding. Similarly, Optimism detailed its token airdrop rules and philosophy in its official documentation, helping the community understand its governance model and participation methods. These in-depth materials ensure transparency and provide reliable sources for media and KOLs.

5.2 Social Media Operation

Web3 marketing relies on consistent operation of social channels like Twitter (now X), WeChat Official Accounts, Discord, and Telegram. Building a content matrix on these platforms means tailoring content formats to each platform’s unique characteristics:

• Twitter/X: Post high-frequency updates (project news, industry insights, interactive Q&As) and use hashtags to expand reach.

• Discord/Telegram: Manage official communities, 发布公告 (post announcements), organize discussions, and host AMAs to retain core users. Dedicated community managers are needed to answer questions promptly and foster a positive atmosphere.

• YouTube/Podcasts: Create tutorial videos, project interviews, and workshop recordings to help audio-visual learners understand your project intuitively.

• Local Community Platforms: Operate region-specific platforms (e.g., Weibo, WeChat Official Accounts for Chinese users; Reddit, Telegram groups for overseas users) to ensure content localization.

5.3 Content Diversification and Matrix Synergy

A content matrix isn’t just about multi-platform publishing—it also involves coordinating diverse content formats. Long-form blogs provide in-depth analysis, short tweets deliver real-time updates, infographics simplify complex data, and short videos boost engagement. Content across platforms should complement each other: for example, after publishing a blog post, summarize key points in a long tweet on Twitter (with a link to the blog), share it in Telegram groups for discussion, and host a voice session on Discord to elaborate on the content. This matrix synergy maximizes content reach. At the same time, maintain a consistent tone to unify your brand voice.

5.4 UGC (User-Generated Content) Incentives

Encourage community members to participate in content co-creation—this enriches your matrix while strengthening user belonging. For example, launch content creation initiatives: invite community writers to draft tutorials, artists to design NFT merch, and ordinary users to share their experience with your product. Reward high-quality content with tokens/NFTs and showcase it on official channels. Many DAO communities regularly solicit community submissions; this crowdsourcing approach expands content output while embodying the community-driven spirit of Web3 marketing.

For early-stage projects, building a content matrix requires significant human resources and creativity. However, it’s critical to Web3 marketing—from user acquisition to retention. Consistent, high-quality content turns casual viewers into fans, fans into loyal supporters, and ultimately, into long-term value backers of your project.

6. KOL Collaboration: Leveraging Crypto Influence

KOL (Key Opinion Leader) collaboration is a powerful tool for Web3 marketing to quickly amplify brand voice and acquire target users. The crypto industry is home to numerous bloggers, investors, and traders with loyal followings—their opinions heavily influence fans’ investment decisions. Collaborating with these crypto KOLs strategically can deliver outsized promotional results.

6.1 Select KOLs That Align with Your Project

When choosing KOLs to collaborate with, consider:

• The overlap between their audience and your project’s target users.

• Their credibility and professionalism.

While follower count matters, niche influence is more critical—a KOL specializing in DeFi with 50,000 dedicated fans may be more valuable than a general crypto influencer with 500,000 followers. For example, YGG, a gaming guild, focuses on collaborating with gaming-specific KOLs when marketing games to ensure reach among real players.

Also, account for regional market differences: partner with crypto KOLs on X/WeChat for Chinese communities, and prioritize Crypto Twitter and YouTube influencers for Western audiences.

6.2 Diverse Collaboration Formats

Collaboration with KOLs can take the form of paid promotions, resource swaps, or deep partnerships:

• Paid Promotions: Include social media posts, review videos, and AMA participation. Costs vary significantly: according to industry data, small-to-medium crypto influencers (10,000–50,000 followers) charge approximately $500–$1,000 per promotion, while top-tier KOLs with over 500,000 followers may charge $5,000–$50,000 per post.

  For example, having a crypto influencer with 500,000 followers tweet about your project could cost several thousand to tens of thousands of dollars. If budget is limited, consider offering tokens/NFTs as compensation or collaborating on airdrop campaigns to drive traffic.

• Non-Paid Collaborations: Invite reputable KOLs to serve as project advisors (to enhance credibility) or co-host community events (to expand reach through joint promotion).

6.3 Regulatory Compliance and Risk Mitigation

Crypto KOL promotions carry risks. Some KOLs are overly profit-driven and may hype a project for payment, only to dump tokens afterward—damaging your project’s reputation.

Thus:

• Select partners with a strong track record of integrity.

• Comply with regulatory requirements for crypto promotions in your jurisdiction (e.g., disclosing paid endorsements).

• Establish clear KOL collaboration guidelines (e.g., discouraging overpromising returns, requiring objective, truthful content) to avoid legal and trust issues.

Long-term relationships with KOLs (rather than one-off ads) are more beneficial for your brand image—when KOLs become genuine supporters of your project’s value, their endorsements are more credible.

6.4 Measure Performance

KOL collaboration also requires measuring ROI (Return on Investment). Track registrations and conversion rates from each KOL using unique referral codes/links to identify which KOLs deliver the best fan conversion.

For example, if one KOL charges a high fee but drives few active users, while another charges moderately but brings in a large number of high-retention users, reallocate your budget to the latter. Continuously optimize your KOL portfolio based on data—avoid decisions based solely on follower count or intuition.

The KOL marketing industry in crypto has matured into a full-fledged ecosystem. According to 2024 industry statistics:

• KOLs with fewer than 100,000 followers charge approximately $500–$5,000 per promotion.

• Mega-influencers with over 1 million followers charge $10,000–$50,000 per collaboration.

• A tweet from a Twitter influencer with around 500,000 followers costs $2,000–$5,000.

• A 5-minute project review video on YouTube can cost five figures (USD).

These numbers show that projects need a substantial marketing budget to quickly boost visibility through KOLs. However, high investment often yields high returns—if you select the right KOLs at the right time, a viral review video or KOL-hosted AMA can add tens of thousands of genuine followers to your community in days. Thus, despite the costs, KOL marketing remains one of the highest-ROI user acquisition methods in Web3—just be strategic and selective in execution.

In short, leveraging KOL influence can help your project break into new audiences, but it requires careful planning and standardized execution. In the trust-driven Web3 community, KOL collaborations should be based on shared interests and genuine endorsements to deliver maximum impact.

7. Growth Hacking: Strategies to Ignite Explosive User Growth

The term “growth hacking” is particularly popular in Web3—it refers to using creative, technical tactics to achieve explosive user and data growth in a short time. For crypto projects, growth hacking often involves cleverly using token economic incentives and viral mechanisms to expand their global user base.

7.1 Airdrops and Reward Programs

Airdrops are arguably the most iconic growth hacking tactic in Web3. By distributing free tokens, projects quickly build buzz and achieve decentralized token distribution.

The short-term impact of airdrops is striking—many users flock to projects to claim free tokens. However, retaining users after an airdrop is a greater challenge. A study of 62 airdrop cases in 2024 found that nearly 88% of airdropped tokens declined in price within months, and most were sold within 15 days of distribution.

In other words, many users claim airdrops and sell immediately, leaving behind “bounty hunters” (inactive users). Thus, if using airdrops for growth hacking, design follow-up incentives to keep users engaged. For example, Optimism launched a second airdrop after its first, specifically rewarding users who participated in governance. By staging airdrops, it guided users to stay in the ecosystem long-term instead of leaving after a quick profit.

7.2 Referral Rebates and Affiliate Programs

Beyond airdrops, referral systems are another common growth hacking tool. Offer user referral rewards or affiliate commissions to turn existing users into promoters. For example, exchanges often run “invite friends to trade, earn rewards for both” campaigns—a model Web3 projects can adapt to their own scenarios. Blast’s airdrop points system (mentioned earlier) included a referral bonus, which is a classic example.

Another example: some decentralized social apps use “invitation code” systems—when new users register with an existing user’s code, both receive token rewards. Affiliate marketing follows a similar logic: outsource promotional tasks to community influencers or groups and pay based on results. These mechanisms leverage the interpersonal nature of social networks to achieve exponential user growth (turning 1 user into N users) at low cost.

However, guard against Sybil attacks (fake accounts) and fraud. Many projects incorporate multi-factor verification or set caps on referral rewards to ensure the quality of new users.

7.3 Limited-Time Campaigns and FOMO

Creating FOMO (Fear of Missing Out) amplifies viral spread. For example, launch limited-time trading mining or liquidity mining campaigns, offering high token rewards within a specific window to attract users to participate en masse. Early decentralized exchanges like Uniswap saw a surge in TVL within weeks of launching liquidity mining, sparking a “mining craze.” Another example: NFT collections launch limited-time airdrops or snapshots, encouraging users to buy or hold before a deadline—driving short-term spikes in trading volume and attention.

The key to such growth hacking tactics is setting a time limit to trigger user urgency, creating a “hurry up and join” atmosphere in the community. Herd mentality then drives more onlookers to participate. However, it’s important to transition smoothly after the limited-time incentive ends—otherwise, users may leave quickly. A common practice is to gradually reduce rewards, guiding users from speculative behavior to genuine product usage.

In contrast to projects that saw declining hype after one-off airdrops, Optimism maintained more stable user metrics. Its success lies in combining growth hacking with user education and long-term incentives—avoiding “one-and-done” tactics and achieving both user scale and retention.

In summary, growth hacking is a powerful tool for achieving exponential growth in Web3 marketing. However, it’s crucial to remember that any rapid growth needs to be supported by product value. Growth hacking can drive short-term user surges, but if your project has poor user experience or incentives are withdrawn, users will still leave in droves. Thus, treat growth hacking as a traffic-driving tool—and focus on converting new users into loyal supporters. This is where data tracking (discussed next) comes into play for analysis and optimization.

8. Data Tracking: Monitoring and Optimizing Marketing Performance

After implementing various Web3 marketing initiatives, the final critical step is data tracking and analysis. Like traditional internet marketing, data is the basis for testing and optimizing all strategies. The difference is that Web3 marketing includes on-chain data—adding another dimension to measurement.

8.1 User Growth and Retention Metrics

Continuously monitor changes in community size and activity:

• Metrics like Discord/Telegram member count, daily active chat users, Twitter follower growth, and website traffic.

• More importantly, measure retention rates: how many registered users remain active after X days. This can be tracked via on-chain address repeat interaction rates and DApp monthly active users (MAU).

For example, if a marketing campaign (e.g., an airdrop) drives a surge in users but activity drops by half after two weeks, it indicates you’ve attracted mostly short-term speculative users—requiring strategy adjustments for future campaigns.

The earlier airdrop example illustrates this: only about 63.07% of addresses claimed Optimism’s first airdrop. By comparing airdrop claim rates and post-airdrop user retention, project teams can assess the true effectiveness of their airdrop campaigns.

8.2 Conversion Funnel Analysis

Track conversion rates at each stage of the user journey—from seeing your promotion to becoming an active user. For example:KOL tweet → Website link clicks → Wallet registration → First transaction completion

This requires embedding analytics tools on your website and app to track traffic sources. Generate a funnel chart to identify where users drop off most—then optimize accordingly. If many users click through but don’t register, your registration process may be too complex and need simplification. If users register but don’t use your product, you may need better onboarding or incentives.

8.3 On-Chain Data Tracking

Blockchain transparency enables powerful data analysis. Tools like Dune Analytics let you track:

• Smart contract interaction counts

• On-chain trading volume

• Token holder distribution

• Changes in staking/locking volume

For example, the earlier data cited: Optimism’s TVL increased by 101% one month after its airdrop, and Arbitrum Nova’s daily transactions surged by 196% post-airdrop. These on-chain metrics directly reflect how marketing initiatives impact protocol usage.

Project teams should set up dedicated dashboards to monitor key on-chain metrics in real time. If anomalies occur (e.g., sudden large-scale user withdrawals, abnormal drops in transaction volume), investigate promptly—Is it due to market conditions or competitors poaching users?—then take action.

8.4 Cost and ROI Calculation

Quantify the output of each marketing investment to verify its cost-effectiveness. For example:

• Calculate Customer Acquisition Cost (CAC): Divide the cost of a channel by the number of new users it brings. If a KOL campaign costs $5,000 and drives 100 active users, the CAC is $50 per user.

• Compare CAC to Lifetime Value (LTV)—the future revenue a user is expected to generate—to assess profitability.

Similarly, evaluate whether the cost of community operations (e.g., paying a community manager $2,000/month) is justified by community growth. Generally, maintaining a Telegram/Discord community costs $1,500–$5,000 per month (depending on size and activity frequency). If this retains thousands of active members, the cost per user per month is just a few dollars—highly efficient. However, if you spend heavily on events but attract only a handful of users, ROI is low.

Calculating ROI through data helps optimize budget allocation—directing resources to the most effective channels.

8.5 A/B Testing and Iteration

Marketing requires continuous iteration. Test different strategies on a small scale through A/B testing, then use data to decide on the winning approach. For example:

• Test two email subject lines to see which has a higher open rate.

• Launch two versions of your DApp interface with different user flows to compare retention rates.

Web3 products can also run A/B tests—e.g., trialing a new incentive mechanism in a specific region to observe its impact on user behavior before full deployment. Data makes these decisions evidence-based, not arbitrary.

9. Conclusion

This guide provides a comprehensive overview of how to systematically launch Web3 marketing—from understanding the fundamental differences between Web3 and Web2 marketing to developing a brand narrative, executing a community cold start, building a content matrix, collaborating with KOLs, expanding PR, implementing growth hacking strategies, and tracking/optimizing performance. It forms a complete, actionable framework.

Key takeaways for Web3 marketing:

1. Center your efforts on community-driven trust building.

2. Incentivize user co-creation—don’t rely solely on one-way advertising.

3. Balance rapid growth with long-term value retention.

4. Use data to close the loop after every campaign, continuously verifying and optimizing strategies.

In the competitive crypto world, projects with strong marketing capabilities stand out—truly building their own brand influence and community moat.

10. Frequently Asked Questions (FAQs)

Q1: Why is Web3 marketing more complex than Web2 marketing?

Web3 marketing goes beyond user acquisition—it requires building communities, fostering trust, and navigating the transparency of on-chain data. Users are both participants and token holders, expecting long-term value rather than just a consumption experience. This demands more complex, diverse, and sustained strategies.

Q2: I’m a new project with a limited budget—what marketing actions should I prioritize?

In the early stages, focus on:

• Refining your brand narrative.

• Launching a cold start community.

• Building a basic content matrix (keeping official website/Twitter/Discord/Telegram active).

• Collaborating with small-to-medium niche KOLs.

Concentrate your budget on core initiatives to lay the groundwork for early users and brand awareness—avoid wasteful spending on large-scale campaigns prematurely.

Q3: Will airdrops definitely drive rapid growth?

Airdrops can bring short-term traffic, but poorly designed airdrops (e.g., no follow-up incentives) lead to users selling tokens immediately—causing price drops and fake community buzz. Instead:

• Stage your airdrops.

• Tie rewards to task completion.

• Implement a long-term participation points system to boost retention.

Q4: How do I choose the right KOL for my project?

Look beyond follower count—prioritize:

• Audience alignment with your target users.

• The KOL’s past collaboration reputation.

• Content quality and frequency.

Test small-scale collaborations first (e.g., providing unique referral links to different KOLs) and track registrations/transactions to optimize based on data.

Q5: Do growth hacking strategies require heavy incentives?

No. Heavy incentives (e.g., large airdrops) can drive rapid growth but attract bounty hunters. Instead, combine light incentives with gamification (e.g., task badges, leaderboards, exclusive NFTs) and value-driven narratives to attract high-quality, loyal users. The key is to align growth tactics with your project’s core value—not just “throw money at the problem.”

Q6: How can I quickly verify if a marketing strategy works?

After each campaign, set clear goals (e.g., new address count, MAU growth, transaction volume increase) and track performance using a combination of on-chain data, backend data, and community activity. Observe data over two periods: 7 days and 30 days. If retention drops sharply after 30 days, your strategy needs adjustment.