Push That Sale: How Cannabis Companies Can Reach More Customers

Cannabis companies seldom have it easy when it comes to advertising their business and products online. This is mostly due to the fact that there are so many conflicting laws set in place, and they vary from state to state, preventing advertising platforms from creating clear and concise policies. Alphabet Inc GOOG GOOGL and Facebook Inc FB, the two largest players in the digital advertising market, oftentimes won’t even consider advertising cannabis companies.

Alternatively, companies could try advertising on third-party websites that commonly promote cannabis products. However, it could be difficult to stand out from other brands that are being advertised on these sites — which translates into a poor ROI. 

All of this means that cannabis companies have to get creative if they want to reach more customers. 

Keeping Things On-Theme and On-Brand

Sales, special promotions, and offers are the bread and butter of almost every business — and the same goes for cannabis companies. For example, a great number of companies are able to reach many new customers through 4/20 offers.

4/20 is comparable to Black Friday in the sense that customers will often go online looking for cannabis-related content and products on this particular day. Cannabis companies are well aware of this fact and use it to generate more organic traffic, create new leads, and achieve more sales.

Creating Google-Friendly Content 

One of the greatest hurdles a company will face is creating content that will show up close to the top of the search results. Luckily, there’s an easy formula to remedy this issue. The greater the quality of a cannabis company’s website, the greater the chance it gets pushed up on top of the search results.

However, if the content isn’t deemed as high-quality by Google, the search engine won’t look favorably upon it. To appease the search engine’s algorithm, cannabis companies have to regularly create and post original, innovative, and readable content. In return, Google rewards them by pushing their content to the top of the search page, making it easy for them to reach more customers.

Focusing On The Educational Aspect

While product reviews are quite commonly searched for, many companies choose to create educational content in order to reach more consumers. The reason behind this is that people who are new to the world of cannabis-related products are typically quite curious about the science behind them.

They also want to make sure that cannabis will be able to help them with their specific issues. Thus, many cannabis companies opt for educational, well-structured articles, which feature an outline similar to a term paper.

Creating educational content around cannabis is a great way of introducing the topic itself, as well as the company’s product line to a great variety of consumers. Not to mention, once a customer feels like they’ve been able to gain knowledge for free from a company’s website, they could feel more inclined to spend their money there as well.

Using Data to Create The Best Strategy

By keeping track of its customer data, a cannabis company can create better-targeted marketing strategies in the future. A company must keep track of its marketing campaigns, site visitor information, and other analytics in order to know which strategies work and which don’t.

Namely, this means accurately tracking who, when, and why people the website, and whether that visit results in a sale. This way a company can use the data they’ve acquired to reach more customers in the future.