The cannabis industry has boomed in the last decade or so.
This goes hand-in-hand with legislative changes and the fact more and more states are allowed to sell medical marijuana. Although there is still a lot to learn about the plant, its potential medical benefits are remarkable.
As the market changed, the demand started to increase exponentially. People are genuinely intrigued by the CBD cannabis. Unfortunately, this also gave rise to competition.
Read also: CBD Industry Predictions For 2020
New companies are being opened each month, making it harder for existing ones to retain their share of the market. As a result, a cannabis company must have a good marketing strategy.
In this article, we will talk about marijuana marketing and, in particular, cannabis SEO and content marketing.
Let’s dive in!
What do I need to know about cannabis SEO and marketing?
Like with most other industries, cannabis companies rely heavily on CBD advertising. But, whether we’re talking about online or traditional marketing, there are lots of limitations ahead.
You cannot directly advertise a marijuana business!
This is especially true if you’re trying to promote it online. Major platforms such as Twitter and Facebook are incredibly restrictive when it comes to ads. As a result, advertisers have limited options at their disposal.
But, before we go into specifics, let’s mention the 3 main methods for promoting marijuana business online:
- SEO (search engine optimization)
- PPC (pay-per-click)
- SMM (social media marketing)
Marijuana SEO or search engine optimization, is often referred to as simply optimization. It is a process of improving your rankings within various search engines, usually Google. The logic is simple: if you rank among top results for a particular phase, there is a higher chance that people will click on your link. So, whenever a person types something like “cheap CBD cannabis,” you will be in a better position to sell your products.
PPC or pay-per-click is a process where you pay money for clicks. As the name implies, you will pay for each click on your ad posted on Google or social media networks. The method is pretty awesome as it allows you to target your audience accurately. It is safe to say that each person that clicks on your ad is a potential client. Unfortunately, this is the worst method for cannabis businesses. Platforms such as Twitter, Facebook, Instagram, and Google are pretty restrictive when it comes to marijuana PPC. There are some signs that things may change, but at this point, there is limited viability to this strategy.
SMM or social media marketing is the third standard CBD advertising method. By implementing this strategy, you’re trying to increase organic followership on a particular platform. You can then promote products through your account. Similar to PPC, there are certain limitations for marijuana companies. You can share news and promote products, but you shouldn’t make any medical claims in your posts. If you do, there is a chance you will be banned. Unlike PPC, implementing cannabis SMM can be a viable strategy.
Given that cannabis SEO is probably the best strategy, we will analyze it in more detail. Stick with us!
What do I need to know about marijuana SEO?
Marijuana SEO is probably the best method for promoting a marijuana business.
There are no limitations to this method, given that you’re not breaking any specific rules. In fact, a marijuana marketing expert will have more freedom when implementing this strategy than some other traditional marketing forms.
Why can we use cannabis SEO, but we cannot use some other marketing strategies for marijuana businesses?
The reason is simple. You’re not actually promoting marijuana per se. Instead, you are merely improving the quality of your site.
When you perform SEO, a lot of processes will be done in the back-end. The users will not notice this. You will also have to rely on hyperlinks and quality content. If you do everything the right way, Google will perceive your pages as more relevant to users, thus positioning them higher within Google rankings. Google’s main priority is to give users proper information and to improve their web experience.
In a sense, you are just providing better information while also having cannabis products on your website.
Cannabis SEO offers additional benefits
SEO is both necessary and the optimal solution for marijuana brands.
What do we mean by that?
Other methods are simply not working or are providing limited results for cannabis companies. At the same time, marijuana SEO gives you some unique CBD opportunities that you wouldn’t have in different industries.
Read also: CBD Keywords: 4 SEO Tips for CBD Companies
You see, SEO can work for any business, but it works best for new products and services.
When there are numerous smaller companies, it is hard for Google to determine who is the best. There is no historical data, nor are there are industry leaders. This is the case within the marijuana industry where even successful companies are relatively new (this is especially true in the US).
In other words, all competitors are currently on an equal playing field. You can easily penetrate the market as your web competition is not that strong. If you want to position yourself as a market leader, this is the best way to do it before some other companies take a foothold.
Investing heavily in cannabis SEO can give you fantastic yields in the long-run.
However, keep in mind that you cannot expect overnight results. It takes time to optimize the site, so you will have to be patient. In fact, SEO is the opposite of PPC. With pay-per-click, you get immediate results as soon as you pay for an ad. However, as soon as you stop paying for the ads, you won’t be promoted anymore.
SEO is more of a long-term approach. It requires lots of hard work from the get-go, but once Google perceives you as a reputable business, it will be harder for other companies to topple your results.
Where does content marketing come into play?
Marijuana SEO is based on several things:
- Quality content
- Link building
- Having a fast and responsive website
- Addressing potential external threats
If you want to perform optimization the right way, you will need to implement all these processes. In fact, you have to be an expert in each one of these. Lack of skill or experience can disrupt the whole process preventing you from attaining the necessary results.
Although it is hard to determine which one is more important, we can say that content is the backbone of any site. Even if you never invest in optimization, you need to have pages that will convert. Simply scribbling something will not do the trick, though; you need to entice people to purchase your products.
Here are the main benefits of quality content:
- Together with the design and responsiveness, content is the main reason why people give certain companies a chance over others (if we presume similar products and prices)
- You can show expertise through content, which will help all other marketing and business efforts. Showing knowledge through content will help you get recognized as one of the industry’s leaders
- It is vital for cannabis SEO
- It supports your social media efforts as people are more likely to share quality content
- Content, together with other page elements, can be a great cannabis branding tool
As you can see, there are lots of reasons why you need to invest in quality marijuana content.
How can we help?
Our CBD advertising agency provides all the services mentioned above.
We always suggest cannabis SEO to our clients. We also offer marijuana content marketing services, which, when paired with our extensive SEO knowledge, can lead to impressive marketing results.
Regardless of your marijuana company’s needs, we will hear you out and give you the best advice possible. No charge!
Make sure to contact us via email, and we will respond as soon as possible!