What does marketing for Layer 1 and Layer 2 include?
L1 and L2 network marketing must explain not only the technology but also the reason to choose it for a specific product. We translate the network's features into clear messages for developers, teams, partners, and users, then connect them with suitable channels and actions.
This work suits new networks, ecosystems in the expansion phase, and existing protocols that need to attract more projects or activate their current community. Initially, it is important to define the priority: attracting developers, driving application usage, building network awareness, or recruiting participants for an ecosystem program. Do not start with the same message for all audiences.
The plan foundation includes:
- Network positioning and explanation of its advantages without unsubstantiated promises;
- A map of audiences and their questions along the journey from discovery to use;
- Content for the website, social channels, and developer materials;
- Community campaigns and work with relevant authors;
- Promotion of grants, hackathons, and other ecosystem opportunities.
If the network has separate verticals, such as DeFi or gaming applications, the plan accounts for their distinct audiences and goals. For this, the strategy can be combined with DeFi project marketing or GameFi promotion.
How to attract developers through DevRel, grants, and hackathons?
DevRel helps developers move from interest to building a product on the network. To do this, it is not enough to talk about the technology: you need to show where to find documentation, how to get started, and where to go for support. We build communication around these steps and prepare materials that answer the practical questions of teams.
Grants and hackathons become part of the marketing plan when their terms and subsequent opportunities are clearly stated. Before promotion, check who can apply, which projects are eligible, what the team must prepare, and how the selection process works. For a hackathon, pre-agree on the track descriptions, participation rules, communication schedule, and the participant journey after the event ends.
Preparation usually includes:
- A page or brief document with the program's terms and criteria;
- A series of publications for developers and partner teams;
- Answers to frequently asked questions and a route to technical resources;
- A calendar of announcements and reminders around the intake or event;
- A plan for ongoing communication with participants and selected teams.
The funding terms and application decisions are determined by the ecosystem itself. Our task is to make the program clear to the target audience and organize coordinated communication. If you need ongoing support, the format can be structured as marketing growth support, aligning tasks with the project team.
Which channels should you choose for network promotion?
Choose a channel based on the task and audience, not the platform's popularity. Developers need technical context and access to the team; users need a clear explanation of the product's benefit and a simple next step; partners need materials about the project's role in the ecosystem.
For practical planning, split communication into several streams. In owned channels, publish network updates, tutorials, team stories, and program announcements. Niche media and authors help spread the topic beyond the existing community. Events and hackathons provide an opportunity for meaningful interaction and contact with developers. For each format, pre-define the owner, material, audience, and expected action.
Evaluate campaign quality not by a single number, but by whether it helps move the priority task. For example, for program recruitment, relevant teams' inquiries and correctly completed applications matter; for DevRel, usage of technical materials and developer questions; for the community, meaningful participation and transition to product activities.
If the project needs to strengthen external trust, content can be supplemented with PR and media work. For targeted communication with opinion leaders, a KOL campaign format is selected based on the network's topic and audience, not just the author's reach.
What do you get and how does the work work?
At the start, we agree on priorities, audiences, available materials, and project constraints. Then we prepare a plan that outlines the team's tasks, channels, publication sequence, and evaluation criteria. This helps avoid scattered announcements that do not lead to the next step.
The scope of work may include positioning, a content plan, texts for the website and social networks, materials for developer programs, communication of grants and hackathons, community support, and reports. The specific set depends on your team and the network's stage. We finalize it before launch so that it is clear who approves technical facts, who answers community questions, and what materials the client provides.
The workflow is carried out sequentially:
- Get acquainted with the network, product, audience, and current materials;
- Select priorities and formulate messages for each group;
- Agree on channels, work volume, schedule, and responsible parties;
- Prepare and launch communications, coordinating them with the team;
- Review feedback and refine the next task cycle.
Timelines are tied to the readiness of materials, technical updates, application intake, or event dates. With monthly support, you receive an agreed work plan and a report on completed tasks. Pricing starts from $3,150 / month; the work scope is determined after discussing the goals.
What is important to consider when promoting Layer 1 and Layer 2?
Ecosystem promotion does not replace product quality or the team's readiness to respond to developer interest. Before the campaign, verify that the website, documentation, instructions, and contacts are up to date, and that technical claims are approved by responsible specialists. If the path to testing or launching an application is unclear, remove that obstacle first.
Separately, check internal readiness for grants and hackathons: are the selection criteria clear, who reviews applications, how do participants receive feedback, and what happens after the event? For communication across multiple network teams, agree on unified wording and a material approval process. This reduces the risk of contradictory messages and false expectations.
Neither the agency nor the project can guarantee a foundation's decision on a grant, an app's listing in a collection, a ranking position, or a specific hackathon outcome: selection, algorithms, rules, and platform rotation are controlled by their owners. We are responsible for the agreed materials, campaigns, coordination, and reporting, and we do not present external decisions as guaranteed results.
Before starting, agree on which signals you will track: applications from suitable teams, developer questions, visits to technical materials, event participation, or product usage. Choose a few metrics directly linked to the goal and evaluate them together with qualitative feedback.
Prices
| Service | Price | Quote |
|---|---|---|
| Crypto Marketing Metrics | from $3,150 / month |
Starting prices in USD. Custom bundles and volume discounts on request. Payment in USDT, USDC, BTC, ETH, SOL, TON or your project token.
How it works
- Context gatheringAnalyze the network structure, product, audiences, materials, and the team’s immediate tasks.
- Priority selectionDetermine what is most important now: DevRel, grant program intake, hackathon, community, or awareness.
- Plan and alignmentFinalize messages, channels, materials, team roles, schedule, and evaluation criteria.
- Communication launchPrepare content and campaigns, approve technical details, and coordinate publications.
- Review and next cycleReport on completed work, collect feedback, and refine the next set of tasks.
Frequently asked questions
How much does marketing for Layer 1 or Layer 2 cost?
Monthly support starts from $3,150 / month. The final work scope depends on the tasks: for example, a project may need DevRel and content, or support for a grant program or hackathon. First, we agree on priorities, volume, and team roles.
How long does it take to launch network marketing?
The timeline depends on the readiness of positioning, technical materials, and team availability for approvals. After getting to know the project, we create a schedule: we separately note the preparation of materials, communication launch, and dates tied to program intake or event.
What needs to be prepared before starting work?
Prepare a description of the network and product, links to the website and documentation, existing materials, a list of priority audiences, and goals for the next phase. For a grant or hackathon, also provide participation terms, selection criteria, contact details of responsible persons, and information about further participant support.
Can you bring developers into the ecosystem?
We build communication for developers: explain the network's opportunities, prepare materials, support program intake, and organize campaigns around events. For interest to translate into building a product, the project team must ensure accessible documentation, technical support, and a clear path to launch.
Can grants and hackathons be promoted in one campaign?
Yes, if the programs share a common audience and key messages are aligned. However, grants and hackathons need separate participation terms, criteria, and instructions. We connect them with a unified communication but guide the participant along the route suited to them.
Do you guarantee a ranking position or grant approval?
No. The decision on a grant application is made by the foundation or ecosystem, and app listing, ranking, and rotation are determined by the platform according to its own rules. We only guarantee the execution of the agreed work scope—preparation of materials, launch of communications, coordination, and reporting.
Tell us about your project
Answer four quick questions and a manager will send you a plan, timing and a price range within the hour. Everything stays confidential.
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