Devrims #TechTalk 033: Vyara Stefcheva Discusses Marketing for Web 3.0

In the rapidly evolving landscape of technology and innovation, staying ahead of the curve is the key to success.

Vyara Stefcheva, CEO of Zahara Consult and a recognized expert in SEO, marketing, and fintech is at the forefront of the futuristic field of Web 3.0. In a captivating interview with Devrims, we uncover Vyara’s remarkable journey and gain invaluable insights into the impact of Web 3.0 on marketing strategies.

As the CEO of Zahara Consult, she guides a diverse portfolio of clients through the complexities of decentralized finance (DeFi), blockchain, and the exciting— though sometimes overwhelming—Web 3.0.

Join us as we delve into the exciting developments in fintech and Web 3.0, discover the unique opportunities and challenges they present for SEO and marketing, and learn how Vyara recommends measuring success in this evolving landscape.

Devrims: Hey Vyara, how are things going these days? You have an impressive background as CEO of Zahara Consult and expertise in SEO, marketing, fintech, and Web 3.0. Can you tell us a bit about your journey and what led you to specialize in these areas?

Vyara: Hey there, Rimsha! Thank you for inviting me!

My journey in the tech world has been incredibly exciting. I’ve always been fascinated by the intersection of technology, new developments and business. My passion for innovation led me to specialize in marketing for the high-tech industry.  Fintech, blockchain, web3 – these areas represent the cutting edge of digital evolution, and I wanted to be at the forefront of these revolutionary changes. As the CEO of the web3 marketing agency Zahara Consult, I’ve had the privilege of working with diverse clients, helping them navigate the complexities of the digital landscape and achieve their goals.

Devrims: What exciting developments are you seeing right now in fintech and Web 3.0 spaces? How are these impacting marketing strategies?

Vyara: In the fintech and Web 3.0 spaces, we’re witnessing a rapid evolution. Decentralized finance (DeFi) is transforming traditional financial services, making them more accessible and efficient.

NFTs (Non-Fungible Tokens) are revolutionizing the concept of ownership in the digital realm. This transformative wave is underpinned by the principles of decentralization, emphasizing the significance of privacy and shared revenue models.

Shared revenue models, facilitated by smart contracts and blockchain technology, empower content creators and businesses to directly monetize their work and creations, leading to more equitable distribution of profits. These developments are reshaping marketing strategies, emphasizing the importance of authenticity and community engagement. Brands need to be agile, embracing new technologies to create innovative marketing campaigns that resonate with the changing consumer landscape while upholding the values of decentralization, privacy, and fair revenue distribution.

Devrims: What unique opportunities and challenges exist for SEO and marketing in decentralized ecosystems like Web 3.0? 

Vyara: Brands must shift their focus towards community engagement, user participation, and the impact on the decentralized ecosystem. This is especially important in the new era of the Internet since Web 3.0 businesses are more community-driven than product-driven. Now it’s more important than ever to base all marketing activities on data, not only on creative visions and aspirations.

Leveraging SEO opens up a myriad of avenues for organic traffic, offering unparalleled visibility and audience engagement. This is especially crucial for crypto companies that must navigate stringent advertising regulations on platforms like Facebook and Google when talking about cryptocurrency services.

By harnessing the power of organic traffic, businesses in the Web 3.0 sphere can effectively acquire new clients while ensuring a strategic and compliant approach to marketing. SEO not only enhances visibility but also fosters genuine connections with the audience, aligning seamlessly with the ethos of decentralization and community-driven initiatives.

Devrims: How do you recommend brands measure and track success with Web3 marketing campaigns?

Vyara: Measuring success in Web3 marketing campaigns is an intricate process, aligning with my vision of implementing solely data-driven marketing strategies.

By harnessing advanced software tools, my marketing team is crafting campaigns based on comprehensive analysis of searches, market needs, and regional digital behavior. Artificial Intelligence (AI) also plays a pivotal role in this endeavor by dissecting vast datasets, extracting meaningful insights, and shaping refined marketing strategies.

In the data-driven Web3 era, success tracking goes beyond traditional metrics like clicks. It includes sentiment analysis for emotional resonance, transparent tracking via blockchain, and real-time feedback through smart contracts and AI-driven tools. These techniques make Web3 marketing adaptive and effective, ensuring authentic engagement within decentralized communities.

Devrims: You’ve spoken about the importance of building community and trust in Web 3.0. What advice do you have for marketers on how to do this authentically? 

Vyara: In Web 3.0, authentic community and trust are built through active user involvement in shaping products. Marketers should prioritize genuine, friendly communication, fostering loyalty and engagement. Embracing revenue-sharing models turns users into stakeholders, ensuring mutual benefit.

Additionally, recognizing the concept of digital citizenship and the rise of online communities in Web 3.0 is vital. Online spaces are evolving into vibrant communities where individuals actively engage, share ideas, and collaborate. Marketers can authentically build trust by becoming active participants in these communities, engaging in meaningful conversations, and addressing community needs and concerns directly. By embodying the values of transparency, inclusivity, and fairness, brands can forge authentic connections, fostering trust and loyalty within the digital citizenry of Web 3.0.

Devrims: What future trends are you most excited about when it comes to innovations in fintech, blockchain, and Web 3.0?

Vyara: I’m particularly excited about the integration of AI and blockchain in fintech, which is revolutionizing traditional banking systems. Also, I want to see the development of virtual worlds (metaverses) with immersive, decentralized experiences, and how they would blur the line between physical and digital realities. I’m also interested in the concept of decentralized digital identity as a tool for empowering individuals with control over their online presence, enhancing privacy and security. It’s exciting – the tough of witnessing the process of creation of new jobs, reshaping the digital landscape, and promising a future of innovative possibilities and opportunities.

Devrims: What managed cloud hosting solutions do you recommend for SEO agencies and their clients? How does this improve website performance?

Vyara: I recommend to go after cloud hosting solutions since they use Content Delivery Networks (CDNs) to distribute website content across multiple servers globally. This reduces latency and significantly improves loading times, providing a seamless user experience. The positive effect is related to SEO, user experience and marketing, as well. Always seek big, world-recognized providers that offer robust infrastructure to ensure that your websites are hosted on reliable servers with high uptime rates.

Devrims: Let’s have a rapid-fire round:

Devrims: What’s the best way for marketers and SEOs to skill up on Web 3.0 and blockchain? Any resources or communities you recommend?

Vyara: Three things:

1. Explore online courses to further enhances knowledge and understanding of these technologies
2. Actively participate in online communities such as Web3Trib3 to build connections and keep an eye on thrends
3. Attend industry conferences and webinars for networking

Devrims: Can we have a glimpse at your work desk?

Devrims: If you could choose any three thought leaders for us to interview next, who would top your list?

Vyara: George Zaharieff for FinEd and Investments