It’s no secret that the cannabis industry is booming. The global marijuana market is projected to reach 146.6 billion USD by 2025. Luckily for business owners, there’s no better time for this boom than the digital advertising age. Cannabis businesses have the vast world of internet marketing tools at their fingertips to help facilitate their growth.

While the world of internet marketing is full of opportunities for your cannabis business, it also presents unique challenges. Your content needs to be relevant, engaging, and, most importantly, seen first. You’ve got to set your business apart from the competition by optimizing your cannabis web presence. The following strategies can help you set your cannabis business up for success.

1. Know Your Platforms

These days, a website isn’t enough. Most successful businesses have multiple active web presences in addition to their websites. Cannabis businesses need to have an active presence on the best social media platforms for cannabis content. The following platforms are great options because they all allow cannabis content:

  • Pinterest
  • Facebook
  • Instagram
  • YouTube

Once you have your business accounts established, do some research on all your platforms to see how others in the industry are utilizing them. What kind of content is getting positive engagement? How often are other business accounts posting content? How are your competitors implementing search engine optimization? Asking these questions is a great place to start to figure out what will work best for your cannabis business.

2. Perform a Content Audit

According to the 2016 Demand Generation Benchmark Report, 47% percent of consumers viewed 3 to 5 pieces of content before interacting with a sales representative. Your online content is what gets your cannabis business noticed by potential customers, so you need to know if what you’re sharing is getting engagement.

Performing an audit of your existing content can help you gather this vital information. Start by looking at your existing content and identifying the engagement goals you set with its creation. Some metrics you can consider are:

  • Clicks
  • Likes
  • Comments
  • Shares
  • Inquiries
  • Conversations

Once you identify your engagement goals, you can use tools such as Google Analytics to see how your content is performing. Google Analytics can show you what content brings the most traffic, what customers are clicking on to find your pages and more. Knowing where your content stands can show you where your business image is thriving and where it needs to improve.

3. Modify Content for Different Media

Online platforms are not created equally. No one piece of content will be a perfect fit for every platform. Tailoring your content to fit each platform is crucial to conveying your message the right way.

For example, if you host a sale on your website, you don’t want to put all the minute details in your Instagram post. Instagram isn’t an ideal host for long-form reading. Instead, use a great photo of your product and link to your sale page in your bio. This will entice your Instagram followers to check out your website to learn more details. It’s crucial to keep in mind how to “speak” to the audience on each platform and customize your message to fit them.

It’s important to consider where potential customers go when looking for specific types of informational content. Here’s another example: YouTube is where the world watches videos. If you want to create a long-form informational video about your company story or cannabis growing process, YouTube is the place to be. By contrast, if you’re going to share tidbits and highlights of this information to lead people to your website, Facebook and Instagram are great options.

4. Make Sure It Is Relevant and Compelling

Many content guides you’ll read online will focus only on the technical aspects of creating and distributing content online. What often gets lost in the shuffle is the fact that quality matters most of all. The content you create, whether it is a blog post, a video, photo, or graphic should be high-quality, compelling to read or view, and should be relevant to your business and your audience.

One way to make sure that the content you write is compelling is to consider the emotional connection that you will make with your audience. Is the information you’re providing them going to make them laugh? Will it make them think? Will it make them excited to try your product or service? Creating a connection on an emotional level is key to engagement.

If you are truly considering what your audience is looking for (or what they might not know they were looking for until you present it, in some cases), then your content will likely have a greater impact.

5. Know When to Turn to the Experts

Do your marketing campaigns need a boost? Are you looking to create creative, compelling content that elevates your product or brand? If so, turn to 4Blooms.Guru for help. We specialize in helping cannabis companies find their voice and strengthen their brand online. Find out why so many companies across the country have trusted us to help them. Call us at (866) 420-6464 or reach out to us online today.