With cannabis legalization making its way through North America, the industry is becoming more competitive than ever. It’s still an emerging market, but it’s always better to make yourself known as soon as possible and reap the accompanying rewards. Like all industries, the cannabis industry necessarily requires effective digital marketing in order for a brand to find success.
If you want to make the most out of your brand’s digital marketing, there are a few tactics that you should employ. Learn all about effective cannabis marketing techniques that will help you boost traffic.
You’ve probably heard that content is king when it comes to digital marketing. That hasn’t changed for the cannabis industry, so you need to make sure you’re generating a good amount of rich and engaging content that will help build your brand’s reputation. The more content you have that people actually engage with, the more traffic you’re going to get on your site, thanks to higher search results rankings.
Developing quality content is a lot of work and requires specialized skills, but doing it properly can lead to a substantial ROI. You’ll find that most content in the cannabis industry is dominated by large sites focusing primarily on information. While it’s good to have informational content on your own site as well, make sure you create content that represents your unique voice and is genuinely appealing to your target audience.
With cannabis recently being legalized, you’ll find that a good amount of your potential customers are first-time users. These people may feel there’s a stigma around first-timers, so going out of your way to be welcoming, informational, and helpful is a great way to create long-lasting faithful customers.
Implement Video Content
You can create all sorts of content for your brand, but video content is by far among the most important. Not only do videos make you stand out more than anything else, but they also allow you to take advantage of the rise in video posts on Facebook and Instagram, the two most popular social media platforms. Even a GIF will get you further than an image or wall of text in some cases.
There are a few benefits unique to video that you won’t find otherwise. Among the most important is body language. While not every video has to actually depict a person, they provide a useful opportunity to make a more human connection. A video will show off your body language, tone of voice, and personality in a way that other mediums simply can’t. Additionally, using video to show off your products and their features works better than any other method besides having the customer physically examine your product in your store.
Video content is undoubtedly important, but you can’t make it the foundation for your entire content marketing strategy. It can play a major role, but you’ll still need compelling text to back it up, so don’t think you can get away with not writing blogs and other articles for your brand. Think of video as a supplement to your site rather than the foundation of your digital marketing.
Optimize Your SEO
The cannabis industry is relatively young, but there are already intense battles going on for the most industry-relevant keywords. If you want to show up on search engine results pages, you need to get in on this battle as well. Keywords are just the beginning of SEO, however, as there are numerous other factors to consider when trying to boost your rankings and drive more traffic.
Paid advertising isn’t really an option at this point, considering the state of cannabis on the federal level, so you need to focus on boosting your organic results. One of the best ways to do this is to apply the right keywords. Include these keywords in your content, page URL, image tags, and just about everywhere else. Additionally, make sure your site is optimized for mobile. If it’s not, you could be alienating countless potential visitors, which will hurt your search engine rankings.
Most people are only searching for a single thing when they conduct a search, so you need to make it easy for them to navigate your site. Perhaps someone was intrigued by a point you made in a blog post. If you expand on a point from one blog in another blog, make sure there’s a link that takes the user directly to it. When you ease navigation as much as possible, it increases your click-through rate. That, in turn, increases your search engine rankings.
Work With Prospero
These cannabis marketing techniques can lead to incredible results, but it’s going to take a lot of work to put them into place. For help you can always count on, look no further than Prospero. Our team works tirelessly to create compelling content that drives actual sales in a way that takes advantage of our team’s skill and the latest in automation technology. Contact us today to learn more.