The Web3 industry values speed, but the growth of exchanges is never an overnight game. From cold start to ecosystem expansion, the growth challenges faced by exchanges vary at each stage. Platforms that truly succeed are often not those that 'spend the most money,' but those that 'do a few things right at the correct stage.'

Today, let's talk about: How should marketing strategies be designed for exchanges at different stages to truly achieve ROI maximization?

🥚 Phase 1: Cold Start Period (0 → 1)

Keywords: cognitive establishment + seed user acquisition

The biggest problem for startup exchanges is not that their features are insufficient, but rather that no one knows who you are, and no one is willing to use you first. The core task at this stage is not to pull KYC, but to accurately identify target users and establish trust anchors.

What will successful exchanges do?

• Invest in KOLs with 'influence > follower count,' focusing on 'investor influencers within the sector'

• AMA and Twitter Spaces replace 'pure advertising,' first clarifying your positioning and narrative

• Airdrop design should 'filter people' rather than 'scatter coins,' having interaction thresholds can better identify real potential users

Reference cases on the tools side:

• CryptoBoost provides an AI-driven 'cold start influencer scoring model,' selecting individuals through on-chain behavior + content performance dual indicators;

• Plume focuses on seed user screening, emphasizing 'behavioral trajectories + activity level' to screen airdrop populations;

• Addressable is more inclined towards social advertising automation, suitable for precise advertising during the cold start period on Twitter.


✅ The keyword during the cold start period is not 'maximum volume,' but 'highest seed user quality.'


🚀 Phase 2: Growth Period (1 → N)

Keywords: user conversion + community viral growth + content operation closed loop

Once the product is stable and the cold start is initially completed, the exchange enters the critical stage of 'user retention & transaction conversion.' Without a strategy upgrade, this stage can easily result in 'many registrations, few transactions, and a cold community.'

Common strategies for mature exchanges:

• Build a content matrix (graphics + short videos + tutorials) to enhance educational costs for retention

• Discord viral growth system, design task incentives to increase community participation

• Layered user operations, separating the operational rhythm of registrations, transactions, and old users

The combinations available on the tools side are also richer:

• CryptoBoost can provide Twitter content strategies, interactive content design, and joint AMA operations to help connect content → community → trading pathways;

• Plume excels in automated user behavior attribution, helping to identify 'silent users' and awaken them;

• Mubarak leans towards Web3 brand content PR, capable of synchronously expanding industry volume.

✅ The key at this stage is to achieve a closed loop of 'traffic coming in → staying → generating transactions.'

🌐 Phase 3: Ecosystem Expansion Period (Platformization)

Keywords: brand asset building + joint growth + collaborative ecosystem creation

Exchanges entering the platformization stage resemble a 'infrastructure network' rather than a single application. At this time, marketing strategies need to evolve from 'single-point delivery' to 'ecosystem synergy': consolidating brand influence while expanding growth resonance with other Web3 modules.

Advanced strategies include:

• Joint growth plans with popular DApps, wallets, and NFT projects

• Establish industry 'authority labels': publish rankings, industry reports, trend foresight, and other content assets

• PR + compliance + offline event linkage to signal 'long-term operational capability' to institutional users

Marketing collaboration has also transitioned from 'tools' to the 'platform' stage:

• CryptoBoost provides a one-stop multi-channel growth system (influencers + community + airdrops + brand), and supports multiple platforms for ecosystem marketing implementation;

• Addressable is suitable for targeted advertising reach for various addressable audiences within the ecosystem;

• Mubarak focuses on building brand discourse power, adept at connecting narrative chains with media, PR, and public relations agencies;

• Plume continuously strengthens integration with other Web3 tools, suitable for 'ecosystem-level user collaborative analysis.'

✅ The goal of marketing in this stage is not 'who knows you,' but 'who is willing to work with you.'

🎯 Spending more money doesn’t necessarily mean a higher ROI. The key is — you are in the right phase, using the right methods.


The growth curve of an exchange determines that its marketing model must 'dynamically evolve.'

• During the cold start period, it is essential to deeply understand users and accurately identify seed populations

• During the growth period, a complete link of content + community + behavior incentives must be built

• In the maturity phase, marketing should serve the brand, ecosystem, and synergy effects

This is not a matter of 'choosing an advertising platform,' but whether you have the capability to create a growth strategy combination + continuously review and optimize data.

Those exchanges that truly achieve stable ROI increases are often not 'heavy hitters,' but continuously use smart tools and more refined methods to spend every penny wisely.