The Only 4 Concepts You Need for Successful B2B Cannabis Digital Marketing
By Victoria Meiler, Operations Director, NisonCo
Digital presence is essential in the competitive cannabis industry, but tracking all the moving parts in a B2B online marketing strategy can be intimidating.
In my near-decade at the country’s oldest cannabis PR and SEO firm, I’ve learned that keeping an eye on a few fundamental metrics will significantly impact your brand’s potential. Read on for the most powerful concepts for B2B cannabis marketing and how you can approach them to maximize success.
1. A Polished Cannabis SEO Strategy is Essential for Effective Internet Marketing
First and foremost, every company must leverage search engine optimization (SEO) to get their website in front of potential customers.
Do a few preliminary Google searches using cannabis keywords and phrases to find out how your brand is ranking. Do you appear on the first page of search results, or do you need to scroll further to find your brand? Less than 1% of consumers will click on results from the second page of a Google search, so showing up as high as possible is essential.
A free SEO audit from a cannabis SEO firm can help you dig deeper and identify your website’s strengths and weaknesses regarding SEO. Do you need to focus on refining your targeted keywords? Polishing your metadata? Improving the navigability of your site? Getting perspectives from an outside agency will help you identify blind spots in your SEO strategy and determine where to focus on improving your approach to digital marketing.
2. Targeted Lists Allow for Personalized Cannabis Marketing
Once you’ve refined your SEO strategy, you should begin seeing an uptick in traffic to your website. Now, you need to assist those potential customers to follow a streamlined, practical path that will get them the information they need and get them on your marketing lists.
Ensure you have a simple, accessible form on your website for visitors to fill out — and give them a reason to do so. Sending free resources via email is a great way to motivate potential customers to provide basic information. Ensure this form takes website visitors to a helpful, effective page, too — My firm has worked with clients with dead-ended forms on their websites who wonder why they aren’t getting as much engagement as they had hoped.
You can cut lists for marketing materials from the information customers provide via forms on your website. Try to make these lists as specific and targeted as possible. Consider breaking website visitors into groups based on which pages they visited, which services they looked into, or which industry they work in. Highly targeted lists are essential in today’s marketplace, as personalized marketing materials are more effective than ever.
3. Refine Your Call to Action to Guide Your Customer Journey
When prospective customers visit your website, they need guidance in determining where to go from the homepage or service page they landed on. You can provide them with avenues to get where they need to be by refining your call to action (CTA).
Ask yourself what you want consumers to do when they visit your website; “buy products or services” isn’t specific enough. Do you want them to read your blog and sign up for updates? Get an introduction to your services and schedule a consultation? Look at the features of your newest product? Narrowing your focus here will help you construct a pipeline to guide customers to your CTA and encourage them to follow through on the desired action.
Don’t forget the details of the CTA itself, too: Ensure it’s easy to find, well-written, and concise.
4. Provide Ample Cannabis Content to Support Your Key Products and Services
Customized content will help support your marketing goals in several ways.
Regularly posting optimized content on your website, social media, or blog will help boost your SEO ranking and, in turn, improve your brand authority. I regularly advise clients that blogs are some of the best ways to target keywords and maintain an up-to-date website.
For example, NisonCo maintains a resource-rich cannabis blog that often helps us bring in and onboard new clients. We post a mix of optimized articles related to some aspect of our service offerings, like our guides to working with an internet marketing agency, and helpful resources for readers to bookmark, like our annual cannabis conference lists.
Additionally, customers are more likely to make a purchase or decide to work with your company if they feel you are transparent about your business. Consumers today want to know about your ethos and the nitty-gritty of what goes into whatever you offer. Educational and supportive cannabis content is a great way to inform and win over potential clients.
A Cannabis Internet Marketing Firm Can Help Your Cannabis Business Succeed
Though SEO, list cutting, straightforward customer journeys, and optimized supporting content are the most critical building blocks of a successful cannabis internet marketing plan, there are myriad minor elements to keep on your radar.
If you’d rather spend time building your business, making connections, and helping clients than worrying about every detail of your B2B marketing strategy, consider working with a cannabis internet marketing firm like NisonCo. Our SEO, PR, and content creation teams will work with you seamlessly to help you market your business and attain further cannabis industry success.
Author
About Victoria Meiler:
Victoria Meiler began working for NisonCo in 2017 and uses her expertise to build cannabis email marketing campaigns, offer top-notch marijuana marketing strategies, and create successful systems for the fully remote team. With a focus on team culture, organizational behavioral psychology and systems management, Tori leads operations for NisonCo’s advocacy-centered cannabis media, internet and content marketing team.
Connect with Victoria Meiler on LinkedIn here.
About NisonCo: NisonCo is a media, internet and content marketing agency deeply rooted in advocacy. NisonCo is America’s oldest cannabis PR firm and was established in 2013 with an emphasis on harm reduction and cannabis legislation. As leaders in public relations for the emerging cannabis, CBD, and hemp space, NisonCo’s team is passionate about creating and maintaining a positive image for the industry. Access NisonCo’s free, resource-rich blog here and connect with them here.
Discover more cannabis marketing content and visit CMA’s blog.
For more information on becoming a member of Cannabis Marketing Association, visit our membership page.
