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:
-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.
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.