In 2019, cannabis brands have become increasingly popular in the market. It’s a great time to be a cannabis entrepreneur due to the many opportunities around to help grow your brand. But – in the same breath, one of the biggest challenges in growing a cannabis business is navigating through a number of misconceptions of advertising restrictions from popular digital platforms.
This is why cannabis businesses need to find the best possible ways to market themselves online, and effectively reach potential customers. Google is known to be one of the first places people go to find cannabis and cannabis-related products and services. From social media channels to websites and blogs, there are many opportunities to advertise your cannabis business online.
What is the Cannabis Industry about?
The “Cannabis Industry” refers to all of those activities and professionals that are involved directly or in an ancillary or tangential role to the legal production, transport, sale and consumption or use of medical marijuana, recreational marijuana and hemp as well as all products derived from them.
It includes medical personal, legal professionals, policymakers, dispensary owners and employees, cultivators and farmers, individuals and companies manufacturing products with oils and seeds for health and beauty products and all of those that are involved in the transport and handling thereof.
As a legal industry, it has only existed in the modern world since the mid to late 1990s and has been growing exponentially since the turn of the 21st century.
We will now look at five different digital strategies that will boost your online cannabis business. It can be overwhelming to decide on the right tactics to implement to reach your new customer goals – but it doesn’t have to be. Below we will look at SEO, local SEO, Pinterest, content and Facebook digital strategies for cannabis businesses.
5 SEO Strategies for the Cannabis Industry
When your site ranks well organically in Google, you can consistently drive new customers at little cost month after month. And organic search is always available 24 hours a day 7 days a week and 365 days a year –when pages on your site rank well people will find them day or night.
1. So Why SEO?
As stated earlier, Google is one of the first places people visit when looking for a specific product or service. Since smartphones have taken over society and given us access to a plethora of information – people are able to search whatever they want at any given time.
The aim is to appear on Google’s organic search, meaning the first page of Google. This will give your business the opportunity to gain the most exposure that will drive traffic straight to you.
If you are in the cannabis industry at the moment, you have the benefit of a headstart. This is because most competitors are not yet placing efforts toward making SEO a marketing tactic.
In order to be successful at driving leads that will reach your monthly goals, a holistic SEO strategy must be implemented. The upside is that Google does not ban cannabis and cannabis-related terms. As the legalisation of cannabis has been on the rise, there are more search results related available to the topic.
Bottom line, getting started on SEO will only give you the best head start and substantial advantage over your competitors.
2. Creating the Best Content
Content provides a critical key aspect for the success of a cannabis SEO marketing campaign. Good content refers to anything from images, video content, infographics and the actual text on a website.
Quality content gives your cannabis website the opportunity to show for a number of relevant queries in Google. As an example, if you provide medical marijuana as a service, having only one page with generic content that talks about cannabis dispensary, in general, is not going to have your site ranking well anytime soon.
The production of video content not only makes for SEO but also for the general marketing of cannabis. Site visitors differ in the sort of material they want to see. Some prefer to read or scan text, while others prefer pictures and videos.
Video can also influence SEO rankings, as is an engagement factor for SEO. In other words, if visitors to the site interact with the video on this section, Google knows. You’ll have to think about all the questions your customers have and produce textual or video content around this.
3. Local SEO for Cannabis
While content is essential to your website being ranked in dozens, if not hundreds of terms, it needs a distinct marketing strategy if your cannabis dispensary web site is shown in the Google Local Pack.
The top 3 local outcomes are shown by Google–we call it a local pack. Three websites display the local packages with their evaluation rating, email, telephone numbers, timelines and connections to each website.
The “Geo” signals, quotes and your proximity to the centre of the particular city in which you are a cannabis company and the domain authority of your website, among other factors, will appear on this map.
4. Facebook Strategies
Facebook is a wonderful place to market your cannabis company from a social point of view.
As they focus on building a community, Facebook is naturally a place where your customers will be. But Facebook is a means of pay-to-play. Of course, posting on your Facebook page gives visitors a feeling of who they are (Facebook will humanise their brand). But 99% of individuals only go to your website once, even if they do.
The truth is that not only your Facebook supporters but also (and perhaps most importantly) your prospective new consumers must receive your content. What that means is that you want your content to be included in the news feed of other people. To do that, you have to advertise on Facebook.
On Facebook (comparable to alcohol restrictions), there are constraints on cannabis advertising and products and services associated with cannabis.
Those limitations must, therefore, be regarded for your advertisements to be approved.
The simplest way around the restrictions is to be subtle about your products. There are already advertisers in the cannabis sector, so it is highly recommended to start early on. Similar to Google Adwords, the more advertisers you have in your room, the more you’ll pay for the bidding system Facebook. The advantage of Facebook advertising is that there is no minimum investment so that you can start with as little as one pound a day.
5. Pinterest Strategies for Cannabis
It is also important for businesses in the cannabis sector to create a presence on Pinterest. The cannabis industry is a social industry with groups rapidly forming to help each other as the industry becomes legal.
Since the sector has long been in the shadows, it’s not that easy to discover data, but the willingness to discover it is growing fast. Invest time in setting up a Pinterest board that involves your products and services, but also aims to answer popular questions.
It will be helpful to re-pin additional data that may complement your goods and services and help to increase your presence. Pinterest traffic is returned to your website for visitors to view further data. The creation of “sharing” pins is also an excellent strategy for attracting new traffic.
As mentioned earlier on in this article, developing a holistic marketing strategy is the ideal approach to perform well in the cannabis industry. No matter how you decide to implement this strategy – with consistency and knowledge, you will still have success.