What are your digital marketing priorities? How are you spending your time and energy so that your cannabis business can make the biggest impact online? Do you know what’s the right digital marketing strategy for your cannabis business?
Cannabis legalization is spreading from state to state like wildfire, and new players are entering the market almost every day. If you want to outperform your competitors, you need to avoid the mistakes that these new players are making (some of these mistakes are actually getting them penalized by search engines and social media platforms).
Stand out from the rest and adopt these 8 digital marketing priorities for your cannabis business.
1. Having Cannabis SEO That’s On Point
Because of cannabis’s federal legal status, your business can’t use Google AdWords.
Yes, it’s a bummer. But it’s Google’s game, and we have to play by their rules for now.
Since you can’t buy your way to the top of the search results page, you’ll need to build organic search traffic using tried-and-true SEO best practices such as having:
- Relevant keywords in your web copy and content
- Appropriate title, header, and image tags
- Well-structured content
- Easy-to-decipher URLs
- Premium-quality web development
2. Updating Your Site With Cannabis-Related Content
Google likes it when you update your site with new content.
Each time you add content, it gets indexed by Google’s web crawlers, which increases the likelihood that you’ll receive a higher search ranking.
The more high-quality content you have, whether it’s videos, infographics, blog posts, or a podcast, the more likely your website will end up on someone’s search results page.
3. Creating and Maintaining a Cannabis Blog
Creating new content on a regular basis can be a challenging task, which is why a lot of companies give up on it after just a few tries.
But if you’re committed to the cause and want to succeed where others have failed, start with a blog.
A blog can be simple or complex in design, which gives you flexibility in terms of how much time and energy you want to put into it.
In addition to the SEO benefits, a blog allows you to communicate directly with your audience, give them useful information, answer questions, or provide news about products they might be interested in.
4. Link Building
When other websites link back to your site, that can give your search ranking a major boost.
So how do you build links?
Well, let’s say you’re publishing awesome content about cooking with cannabis. That might be of interest to cannabis bloggers and/or foodie bloggers.
Compile a list of influencers/bloggers and reach out to them just like you would any sales prospect. Let them know about your latest content and why it would be a perfect fit for their readers and followers. You might get some valuable links in return.
5. Finding Cannabis-Friendly Platforms You Can Advertise On
Although you can’t advertise on Google, Facebook, or Twitter, there are alternative advertising platforms that cater to cannabis businesses. Check out these three:
6. Using Optimum Keywords
AdWords may be a bust for your cannabis business, but you can still sign up for an account and use Keyword Planner for free. This tool allows you to see the search volume of specific keywords as well as research which keywords will perform the best in your area.
7. Making it Easy for Locals to Find You
Here are four ways to more firmly establish your local online presence:
- Sign up for Google My Business
- Sign up for a review platform like Google Reviews and/or Yelp
- Get your business listed in the Leafly and/or Weedmaps directory
- Create social media pages for your business and interact regularly with your fans and followers
8. Tracking Your Success
Okay, so you’ve upped your digital marketing game. But how do you know if your efforts are working?
Google Analytics can help you measure your web traffic, click-through rates, and conversions. It can also show you your best and worst performing pages, where your best visitors are geographically located, and a host of other useful metrics.
Managing your digital marketing priorities can be time-consuming, especially if you don’t have the luxury of an in-house marketing team but there are thousands of articles explaining nooks and cranes of the cannabis marketing, take your time, do research, choose the best marketing tools and start planning your digital marketing strategy.