3 Digital Marketing Trends for Cannabis Business
The cannabis industry is unique. When it comes to establishing a cannabis business or brand, you can’t follow the typical strategies. The usual advertising channels are either unavailable or forbidden due to complex regulations.
As a cannabis entrepreneur, you need to think differently. For this reason, we’ve written this article to help you leverage the digital marketing trends for your cannabis business.
Cannabis Business Marketing Trends
Make sure that your website is mobile friendly. By this, we mean you need to ensure that it suits the needs of your potential audience.
When you prepare your cannabis website for a “mobile first index” it assumes that Google will rank desktop versions of the sites based on how good they are on mobile. The consequences of this can be severe. For example, if you have content on the desktop version that doesn’t display on mobile, your search engines ranking will suffer.
With today’s technologies, there’s no excuse to only have a desktop version. Did you know that at least 40% of a website’s traffic comes from mobile devices or tablets? That’s a significant chunk of your audience that you’re ignoring! Let’s not forget the fact that people use mobile devices for research or when they’re close to making a purchase.
Some of the most common questions on mobile devices are the location of dispensaries, the hours they’re open and what strains they have in stock. These are questions your audience needs answering. So, ignore mobile at your own peril!
Modern consumers are bombarded by marketing messages every day. People have become inured against traditional advertising and marketing efforts.
As a cannabis business owner, you can’t afford to focus solely on a single marketing channel. Instead, we’ve seen a rise in multi-channel marketing for cannabis brands or services. Deploying methods like affiliate and content marketing, influencers, displays and ecommerce can boost your visibility and improve sales.
The key to success here is to never forget to measure.Every channel you employ needs to be constantly evaluated for results. When you use data collection, you can easily determine what works and more importantly, why it works. This will allow you to make changes on the fly and maximize your chances of success.
Websites for Humans
Effective web design goes beyond using fancy animations or beautiful stock pictures. It should be both interesting and friendly for actual human use!
Did you know that you can easily increase the rate of conversion by simply having a website that is easy to use? Visitors shouldn’t have to engage in multiple clicks to get the information that they want. A good cannabis website should guide visitors to what they’re looking for. It should also have a clear call to action. For example, they should tell potential customers how to add products to their shopping cart or how to sign up for coupons.
Make sure your cannabis site is optimized for desktop and mobile. Since you don’t know what platform visitors are using, you should do your best to not alienate them. Ensure your contact information is clearly visible and up to date. All of your information should be easily understood and easy to navigate. And don’t forget to create, curate and distribute content that is relevant to your target demographic. Everything you post should engage, entertain and educate your cannabis audience!
As the cannabis industry evolves, new marketing trends will emerge and overtake the market. Did you find any of these trends useful? Is there a trend that you’ve spotted and would like us to cover?
Let us know in the comments!
Oh, and don’t keep this information to yourself. Be sure to share this with your family and friends.