Cannabis Marketers’ Top Digital Marketing Methods

Cannabis Marketers’ Top Digital Marketing Methods

Cannabis marketers’ top digital marketing methods are explained here. Researchers from the Cannabis Marketing Association, New Frontier Data, and NXTeck completed the 2022 Cannabis Digital Marketing Survey. Their findings indicate the following methods are most effective for cannabis businesses and their ancillary businesses:
-Website/blog: 64%

-Email marketing: 53%

-Social media: 52%

-Search Engine Optimization (SEO): 51%
In other words, the most effective digital marketing opportunity in the cannabis industry is content marketing. The top four digital marketing methods are all part of content marketing. As they far outranked all other digital marketing methods. Cannabis marketers rank earned media at 19% as the next most effective method. It should be noted that much of earned media is an extension of a brand’s content marketing strategy.

Bottom-line, there is no more powerful digital marketing opportunity for cannabis marketers than content marketing. The creation and sharing of amazing content should be a significant part of your marketing budget.

The Domino Effect of Great Content Published Often and Consistently

Content marketing is so powerful because of the domino effect. When you publish useful, meaningful, and relevant content on your blog. You’ll then have something amazing to share in your email marketing and across social media platforms.

As more people see your content in their email inboxes or preferred social media platforms. They’ll further engage with it, and some will share it with their own audiences, friends, and followers. In order to increase traffic to your website, you can repurpose a single piece of content. As well as awareness of your brand, and leads thanks to the domino effect that occurs online.

Content Marketing

It’s the marketers who understand the value of great content and their target audiences who have the most success with content marketing. These marketers know how to write content for the web (including style, formatting, SEO considerations, and more). They know how to break content into pieces to efficiently repurpose it. Then further extend its reach and lifespan far beyond what the original content could do alone.

For businesses, keep in mind is not just that you should be investing heavily in content marketing. In addition, not all marketers are content marketing experts. Visuals contribute greatly to the success of content marketing. Hence, amazing digital assets need to be created by designers. If you’re investing heavily into content marketing, make sure you have the right people to develop the best strategy. Then further implement it effectively to drive the highest returns on your investments.

The Importance of Your Blog as the Foundation of All Content Marketing

The power of content marketing starts with your blog. A blog that is part of your business’ website is an essential piece of digital marketing today. Keeping a blog updated with fresh content is the whole point of blogging. That means you’ll have more content to share. As a result, Google and other search engines will have more ways to find you.

Search engines rank high-quality, authoritative content higher than other pages in search results. You’ll get more search engine traffic if you write epic blog posts on your website. This is simply because your posts will appear higher in search results. The more people who visit your blog posts, the more who will share them across social media. Which further brings even more people to your website.

Blog Post & Marketing

Your blog also fuels your email marketing, social media marketing, and digital advertising. Blog posts give you opportunities to create targeted email marketing campaigns and social media posts (or ads). These drive people to your website, boost brand awareness, and increase leads. You can use your blog posts to promote lead magnets, such as ebooks and checklists. This can further require that visitors provide their email addresses in order to access those assets. Promote the lead magnet blog post across social media and other digital advertising methods. So, you’ll grow your email marketing list and generate more leads.

Digital Marketing in the Cannabis Industry: Key Takeaways

Marketers report that a cannabis business’ website/blog, email marketing, social media, and SEO are the most effective digital marketing methods. Much better than any other digital marketing opportunity. All of these methods are part of content marketing, so take a look at your marketing budget. Then make sure you’re allocating enough of it to content marketing.

According to the 2022 Cannabis Digital Marketing survey, only 19% of marketers say programmatic ads are the most effective. Just 17% said pay-per-click (PPC) ads are most effective, and 10% said display ads. This compares to 64% who said their website/blog was most effective, and 51%-53% who said their email marketing, social media, and SEO were most effective. Now, take a look at your budget and re-allocate accordingly.

Branding Your Cannabis Business

Logos

The logo of your cannabis brand should determine the overall brand’s visual direction. Start by focusing on your logo when rebranding or building your business. In addition, you can use it to build out the rest of your visual identity strategically. Think beyond what looks good when making creative decisions for your logo. Make sure the design aligns with the values and messaging of your business. There is no doubt that your cannabis brand’s logo plays an important role in the look of your business.

The reason for this is that it serves as a brand identifier. An effective brand logo will do three things: 1.) build trust and brand recognition. 2.) make your cannabis company or brand stand out from the competition. 3.) visually represent your brand in the most basic form. To avoid distractions, you should design your logo in black and white at first. The next step is to explore colors once your design has been solidified.

Colors

Color plays a critical role in your cannabis brand’s look and feel. Different colors evoke different emotions and often serve as a first impression for the customer. Take time to review the psychology of color. Then choose a color palette that will speak to your core demographic in the cannabis community. Color is a great way to contribute to your cannabis brand’s look and feel while adding versatility to your designs. Take advantage of the color palette that you choose – it is a chance to visually communicate with your customers. Colors can also increase recognition up to 80 percent for your cannabis brand. They further end up being the biggest reason consumers decide to buy!

Fonts

Similar to a photo or icon, fonts are a great way to elevate your designs and content. Your font choice is a way to express your cannabis brand’s personality. As well as the atmosphere you’d like to create when presenting your name and tagline in your logo. Be careful not to choose too many fonts – remember you want to stay consistent. You should choose fonts each with a specific purpose – some for print and some for the web. To determine the best font for your cannabis brand’s look and feel. Make sure that they read well,  are visually pleasing, and use them throughout all your branding assets.

Photography

You can boost your business and tap into your viewers’ visual senses by investing in quality photography. When a cannabis brand prioritizes professional photographs to showcase itself. Then they’re more likely to stand out among their competitors in the industry. By placing customers in the environment of the photograph, photography elevates a cannabis brand’s look and feel. It can make a potential client feel more trusting of a provider. Use photography as a tool to elevate your design elements and create consistency across all your social media platforms. Including flyers, website design, and collateral. A good tip is to find a set of photos that you love. Then use those exclusively across all of your cannabis brand assets. This will give your designs visual cohesiveness.

Website

Once you’ve finalized all your design elements. It’s time to build out your most important cannabis brand look and feel asset and promotional tool – your website. Often entrepreneurs make the mistake of prioritizing their website design and treating the logo as an afterthought. Having your logo ready first, allows you to incorporate your cannabis branding colors and fonts into a website. In addition to the photos that you have chosen. To ensure your website and logo work in tandem. Further, implement your core logo colors throughout the web pages as accent colors.

Consider also using your logo’s secondary colors to establish an even stronger connection. Make sure to take advantage of your website because it serves as your online store and often replaces print publications. Further, your website plays a key role in supporting your cannabis brand, facilitating sales, and generating leads. A website is a perfect way to display your cannabis brand’s look and feel. This is because it delivers your marketing message all day, every day.

What Cannabis Brands Need to Know About Content Marketing and SEO in 2022

Invest in the Right Tactics

Recent studies show content marketing is most successful for brands that focus on the right tactics. According to survey respondents, the following 10 tactics will be most helpful to brands in 2021:

  1. Improving content quality: 55%
  2. Search engine optimization (SEO): 46%
  3. Creating more video and visual content: 41%
  4. Updating and repurposing existing content: 38%
  5. Optimizing the business’ website: 35%
  6. Analyzing competitors’ content: 28%
  7. Researching our audience and optimizing the customer journey: 26%
  8. Publishing more “how-to” and educational content: 25%
  9. Adapting to COVID-related changes (e.g., agility): 24%
  10. Diversification and publishing new content types: 24%

Content marketing and search engine optimization are closely related. Search engines find your brand through every new piece of content you publish. Thus, the more content that you can publish that is high-quality, diverse, and useful. Then the more consistent your brand promises will be. You will also get more organic traffic from search engines if you meet your audience’s needs.

Most helpful in ranking content organically in 2021:

  1. Improving the quality of our content and making it more authentic: 61%
  2. Creating more content and posting. 45%
  3. Paying more attention to keyword research: 43%
  4. Further creating more content with unique research and insights: 32%
  5. Improving technical SEO on our website: 28%

For cannabis brands in 2022, the lesson is to create a lot of high-quality content. Further, publish it on your website, and make sure your content is better than your competitors. In addition use keywords naturally, and optimize your website for search.

Structure Your Text Content Strategically

Make text-based content that resonates with your brand’s audience. Inspires people to take action, and further drives traffic to your website. You should include the following elements in your digital content:

  • Headings: Use advanced heading structure in text content. (e.g., headline/title uses the H1 tag, subhead uses the H2 tag, sub-subhead uses the H3 tag, and so on.) To further improve organic search traffic to your website
  • Lists: In addition to headings, Include one or two lists per 500 words for text content to increase traffic.
  • Guides and How To: Always create guides and how-to articles. Also, use the word “guide” or “how-to” in your content title and headings.
  • Images: Include images in every piece of content you publish (when possible) to boost organic traffic.
  • Videos: Further include videos in your content to increase traffic.
  • Length: Always publish content that is more than 500 words. Be sure to publish some content that is also more than 3,000 words.
  • Coverage: Ensure your content also fully covers the target topic.

In 2022, cannabis brands should create content with strategic structuring. Design elements, length, and purpose to further generate the most search traffic to your website.

Define Your Content Creation, Distribution, and Promotion Plans

Defining your 2022 content marketing plans requires you to first decide what types of content you’ll create. Further how you’ll distribute it so people know it exists, and how you’ll promote it to get even more views. Companies got the best results from the following 10 types of content in 2021:

  1. Video
  2. Blog posts
  3. Success stories
  4. Case studies
  5. Webinars
  6. Infographics
  7. Product guides and manuals
  8. Data visualizations
  9. Ebooks
  10. White papers

In terms of distributing content and promoting it, companies used these 10 channels the most:

  1. Social media (organic)
  2. Email marketing
  3. Social media (paid)
  4. Organic search
  5. Sponsorships (events, webinars, podcasts)
  6. PPC / paid to advertise
  7. PR / media outreach
  8. Influencer marketing
  9. Guest posts
  10. Native advertising / sponsored content

In 2022, cannabis brands need to focus on creating different types of content. Creating content for prospects at different stages of the buyer journey and marketing funnel. When you publish content, your work isn’t over. You need to promote it further to ensure people see it. In the cannabis industry, organic social media and email marketing have proven effective. In addition to sponsorships, media outreach, and influencer marketing are some of the best options to test in 2022.

Louisiana Senate Approves Bill Allowing Public Employees to Use Medical Marijuana

Lousiana Senate

The Louisiana State Senate voted 26-8 on Wednesday to approve a bill that would protect public employees who use medical cannabis from job discrimination. Louisiana’s House of Representatives approved House Bill 988 last week. It now heads to the desk of Governor John Bel Edwards for his consideration.

Under the bill, public employees use medical cannabis with a doctor’s recommendation. Additionally, according to state law, they cannot be fired for using medical marijuana. The bill also protects medical cannabis patients who are applying for state positions from being denied employment. In addition to other job discrimination based on their use of cannabis.

“This would basically be a first step to having laws on the books to protect people who have medical marijuana cards”. State Representative Mandy Landry, the sponsor of the bill, said last month after introducing the bill.

Although. the bill does not apply to private employers or local government agencies, including police and fire departments. Landry told reporters that the legislation was limited to state employees to address likely opposition from politically powerful law enforcement and business lobbyists in the state Capitol.

Medical Cannabis an Alternative to Opioids in Louisiana

The Louisiana House of Representatives approved the bill by a vote of 60-32 on May 24. Landry told her colleagues that the legislation would help prevent state workers from becoming addicted to opioids. A further argument was echoed in the upper body of the state legislature by Senator Stewart Cathey.

Those suffering from long-term PTSD and pain management are trying to avoid the use of opiates. Further with addiction and the risk of taking opiates, medical cannabis is an amazing alternative.

The bill faced opposition from some lawmakers in the House. Further, those who argued that the legislature should not be drafting policy for state workers.

The state Department of Administration should handle such tasks, according to Representative Larry Frieman. Jacques Berry noted that the Department of Administration has policies that protect its employees that use medical cannabis. Although he added that the department does not have the authority to create employment policy for all state agencies.

State Representatives

State Representative Ed Larvadain supported the bill, further suggesting that more work on cannabis policy reform is yet to come.

“We’re going to have to change how we deal with medical marijuana,” Larvadain said. “Although this is the first step.”

Larvadain offered to work with Landry in the future to find a path. One that makes law enforcement officers and firefighters also eligible to use medical cannabis.

“A lot of those men and women have chronic pains because over the years they’ve had to climb through windows and police officers have been abused,” Larvadain said.

Medical cannabis advocates including Kevin Caldwell of the Marijuana Policy Project also supported the bill.

Additionally, Tony Landry of the Veterans Action Council noted that police officers and firefighters are not able to take CBD because of the risk that trace amounts of THC “can accumulate in your body over time and cause a positive test. I’m in favor of this bill, and I just think we need to leave no employee behind.”