Hi, I’m Michael Culp, and today I’m going to teach you how to brand your cannabis business, therefore increasing your online visibility.
The cannabis industry is experiencing rapid growth, reaching the $61 billion mark by 2021. So, how can you capitalize on this giant opportunity? First, let’s dive into it.
1 – TARGET AUDIENCE
You need to start with the customer, knowing who your customer is. If you know who your customer is, what their needs are, and what their rituals are, you can create a brand that is meaningful to them.
If you understand how they consume, when they consume, and what is important to them, you start to understand whether it’s a discrete, indiscreet consumption. These types of information will lead you to define what are the messages that will resonate with them.
Your ability to understand who they are and how they consume it’s your foundation. But now that you know who your customer is, what should you do?
Come with me…
2 – START PRODUCING CONTENT
Content marketing is a very efficient and cost-effective way of marketing that everyone should understand. Content marketing is a strategic marketing approach that focuses on creating and distributing valuable content that will be attractive and useful to your audience.
The key to content marketing is creating value; it’s extremely important to know your audience, what issues are affecting them, and how you can create content that they can use.
To provide this content to your audience, you need to choose a channel, which brings us to our next tip.
3 – LEARN SEO AND START A BLOG
Building your website is the best way to claim your brand’s space on the internet. Cannabis SEO is a term that is growing in popularity as cannabis companies realize they need to focus mainly on organic traffic to find new customers online.
Cannabis SEO is very similar to traditional SEO. It would be best to start by doing your keyword research to create relevant product pages and informational articles around them.
The cannabis industry is growing, and there are a lot of companies generating a lot of traffic from SEO. You can use this to your advantage; you can use competitor analysis to see what is working for them to achieve similar results without trial and error.
So, after you figure out what keywords are important to you, you need to plan and start producing your content. Once your content is published, you need to make sure that it has a good chance to rank, and the most important thing you can do is make sure that you are getting high-quality backlinks.
4 – SOCIAL MEDIA
One of the main benefits of social media marketing is that the reach you get, you can build a solid following for your brand with the proper social media schedule. You’ll also get daily visitors and interactions.
You can choose if you want to build your brand on Instagram, Facebook, Twitter, and even on all of them.
Your goal on social media is to provide valuable content to your audience and not just push your products. Therefore, it’s also important to tweak your content to suit the platform you are posting. For example, Twitter users prefer concise content, and with Facebook, you can write content in a longer format.
Social media appears as a big opportunity to attract new customers every day and build a steady income stream. But I need to advise you that it comes with a big con. There is a lot of restriction around cannabis, and you don’t own the platform, which means that they can shut you down for policy violations.
5 – EMAIL NEWSLETTER
So, you invested in SEO or started building your social media following, but now that you’re getting visitors, what should you do?
You need to capture your visitor’s information. If you don’t capture their email, you’re leaving money at the table because you’re losing an opportunity to talk to them in the future.
Email marketing is a great way to be in constant contact with your audience and build your brand. To build your email list, the first thing you need to think about is a lead magnet to offer to your prospects in exchange for their email address.
A lead magnet is a free item or service given away to gain an email address or another contact form. It can be a trial subscription, an e-book, a cheatsheet, samples, or free consultations; the options are many.
To build an email marketing strategy, here are some important things to think about:
- How many emails will you send per week?
- What will be the goal of the emails? Promote blog posts? Launch new products? Offer discounts?
6 – CONSIDER AFFILIATE MARKETING
Depending on the type of products you sell, affiliate marketing can also be an option. Affiliate marketing is when you outsource your marketing to companies or individuals who earn commissions when they bring you sales.
The advantage is that there is no upfront cost to your business; you can use cannabis-specific affiliate programs to launch products and increase sales. The cool thing with affiliate marketing is that you can take advantage of it on both ends.
You can find other people to promote your products or promote other people’s products and earn a commission. It’s a great way to have more income streams for your business.
That was it! This guide showed you six essential tips to successfully brand your cannabis business in 2022.
Michael Culp is a Business Master’s Student and founder at ambitionyard.com. He is a business enthusiast, and on his site, he teaches the best ways to make money online.
Cannabis branding marketing: tips to increase your online visibility