By: Rachel Garland
If you want to grow your CBD or cannabis brand online…
Number one, you need a lot of passion and persistence. Number two, you need to know exactly what you’re bringing to the table. And number three, you need to have a game plan.
The internet is more likely to pick you up if you’re constantly putting yourself out there.
Your job is to figure out where your strengths are and how you can best communicate with your audience. Only you know the answer to that question.
With that being said though:
There are some crucial tactics you can apply to grow your CBD or cannabis business online.
I want to share with you 5 highly successful online marketing strategies.
These are practical tactics to help you overcome advertising restrictions and experience incredible growth in your business.
Keep reading for the full breakdown.
#1 Cannabis Content Marketing
The first strategy is, of course, the most important and that’s cannabis content marketing.
Content marketing is just a fancy way of saying creating awesome stuff for your audience.
Think of things like:
And much more!
The impact of great content for your cannabis brand is two-fold.
Number one, you’re providing value for your audience. When people see that you genuinely have their best interests at heart, they’ll have your back.
Number two, by consistently sharing content, you’ll position your brand as a trusted source.
This separates your brand from competitors while building a tribe of raving fans.
The more quality content you share, the more your business will grow.
#2 Cannabis Search Engine Marketing
Do you know why something you search for ends up being on the first page of Google instead of the second page, for example?
It has to do with SEO, or search engine optimization.
Before you start worrying that this whole cannabis SEO thing seems like a bit too much…
Hang in there!
What SEO really means is how keywords and phrases are categorized by online search engines like Google.
When you are looking for something online, unless you are going to a specific website (ex: womenofcannabiz.com) you type in what you’re searching for, right?
So, let’s say you want to find the best cannabis strains in your area.
You might search for:
Cannabis strains, your location
Then, you would get a bunch of search results that match or are closely related to the phrase you typed in, right? Chances are, you’re going to only visit the first few websites that come up.
Well the phrase, or keywords, you typed in are what led you to the top results.
This is SEO in a nutshell.
Basically, you want to use the keywords and phrases your target audience is looking for in relation to your business.
To put this into perspective, let’s use an example.
Let’s say you run a cannabis catering company in Portland.
You want to reach your local audience. So, you decide to focus on the keyword cannabis catering in Portland. To spread the word, you decide to write up a blog post using the phrase “cannabis catering in Portland” in the title of your post.
You then take that same blog post and share it to every social media channel you’re on.
See where I’m going with this?
Incorporating the right keywords can make a HUGE difference between an awesome cannabis blog or vlog that goes viral and one that gets left in the dust.
I’m never an advocate of keyword stuffing or caring more about algorithms than your audience.
If it doesn’t sound natural, don’t use it. You want to create content for people not search engines.
#3 Cannabis Influencer Marketing
Working with cannabis influencers can spark amazing growth in your business.
Only question is, how do you know which influencers are worth working with?
I actually wrote a whole guide about how to work with cannabis influencers here…
But to sum it up, you need to know what your goals are going in. Whatever your opinion of influencers or influencer marketing, the fact of the matter is, it works, so long as you have a clear objectives.
Companies run into problems with influencer marketing when they don’t have defined goals.
Just saying you want to “raise awareness” is a vague measure in comparison to say increasing topical sales by 10% this quarter, for example.
Why is influencer marketing so powerful?
Because it is personal. People want to buy from people.
If you’re a new brand who wants to tap into certain audiences, it only makes sense to work with influencers.
Keep in mind there is no “magical” number that makes someone an influencer.
The most important thing to consider is someone’s engagement and their audience.
Look at how many people are interacting with them and WHO?
Are these the people you’re trying to reach?
If so, then find out how much an influencer charges for promotion. Keep in mind there is no set rate here, value is far more important than numbers.
And above all?
Influencer marketing is one of the most effective advertising options for CBD and cannabis brands.
However, you will not know what works for your brand until you try for yourself.
#4 Cannabis Affiliate Marketing
Did you know you can make money promoting other people’s products and services?
Welcome to the world of affiliate marketing.
If you genuinely love a product and want to share it with your audience, there’s a good chance companies will pay you for it, so long as you’re savvy to their affiliate program.
Being an affiliating means earning a commission from referrals.
How much money you will actually make depends on the company you’re working with along with your personal drive.
Again, there’s no one size fits all here. Every company has their own affiliate program.
It’s up to you to read the fine print.
Now, with that being said:
I really caution you from being dependent on affiliate marketing for earning an income. YES! Know your worth and charge accordingly.
Don’t sacrifice a quick buck for quality.
Your audience will know the difference. If you bombard people with BS promo after promo, they’re going to be turned off and your trust is basically in the toilet.
So, be selective with your affiliates. Don’t align yourself with every brand that comes your way.
Only work with companies you genuinely stand by.
#5 Cannabis Email Marketing
Email marketing is a tried and true online marketing strategy, and for good reason.
While the open rates may not be what the used to…
Email is still one of the most universal forms of communication. When it comes to the business world, email remains prevalent as ever.
Therefore, you should be building a list.
Cannabis brands face a lot of risk on social media. At any point, your account could get shut down, even if you follow all of the rules.
While you should using social to your advantage…
Don’t get too comfortable.
After over two years of work, Women of Cannabiz was deleted on Instagram at 80K+
This is why it is so important for CBD and cannabis brands to use email marketing. With a list, you can at least backup your contacts.
On social media, not so much.
Email marketing can help you build better relationships with your community and increase sales - two things every business owner is searching for.
So, there you have it, 5 highly successful online marketing strategies for CBD and cannabis brands.
Are these your only options?
Of course not!
However, they are a starting point. And hopefully, it got you brainstorming about how you can apply these tactics to your own business.
Enjoy this blog?
Let me know in the comments below! I seriously do read them and I want to hear from you. So, if you found this blog helpful or you just want to say hello, let’s connect!
AUTHOR: RACHEL GARLAND
Rachel Garland is the founder of Women of Cannabiz. Passionate about cannabis, entrepreneurship, and remote work – she launched WomenofCannabiz.com to elevate women worldwide. Her mission is to help women find where passion and purpose can align to manifest their visions to reality. When she isn’t sharing cannabis business education online or helping women grow their cannabrands, you can find her anywhere with palm trees and warm beaches.