Learn What Not To Do
Brand optimization can be confusing to understand yet alone implement for cannabis companies. It takes digital marketing experts who are skilled in using online channels to impact a company’s growth. If your in house team lacks the experience, use this guide as a resource in order to have a better understanding of what not to do online. There are many different online e strategies that can help promote revenue growth for a cannabis brand; however, there are many ways to fail and flush cash down the drain. Learn how cannabis brands hurt their online presence, so you don’t make the same critical mistakes.
Getting Shadow Banned on Social Media
Social media is a great way to build a loyal following and fanbase online. In the cannabis industry social media platforms should be used as lead generating machines. It can be extremely challenging to navigate the strict compliance guidelines that limit the marketing message of cannabis brands on social media platforms.
Most cannabis brands use social media marketing channels incorrectly and don’t follow best practices. This causes their accounts to be shadow banned. Learn about 5 ways to get a cannabis account banned on instagram. Once an account is shadow banned its visibility is limited to followers only, making it extremely difficult to grow the account further and obtain new followers.
It is vital that cannabis owners, marketers, and managers understand how social media marketing should be used in the cannabis space and how to effectively promote brand growth without setting off red flags that hurt the brand more than help it.
Inconsistent Content Creation
A great way for cannabis brands to kill their growth and momentum online is to be inconsistent content creators. The heart and soul of all cannabis marketing channels is content creation. The most effective way to engage your cannabis customers is to provide them with valuable content that is informative and entertaining.
Blog Marketing: Having a blog on your website that does not have a consistent content schedule is a dead blog. Create a content calendar that includes deadlines to keep your ideas organized. Consider how often you want to post. Is the post volume realistic with the way your business operates? Don’t try to take on more than you can handle. Start with a simple monthly blog and try to keep the release date consistent. Remember to update and improve published content as well. It will help your old content gain a boost of traffic.
Social Media Content: Social marketing automation tools can help you stick to a strict posting schedule. Posting 1-2 per week on instagram might not cut it in today’s noisy digital world. There are so many accounts fighting for visibility, so you have to make sure your cannabis brand is able to have a consistent post volume. Figure out a schedule that works for you and stick to it. Working ahead will help you stay organized and relieve the pressure of having to create content and post it that same day.
Email Marketing and SMS Text Marketing: This channel normally involves powerful automation tools that allow you to set up timed sequences, but if you do not update the messaging and media then the campaign will dry out. Spamming and over messaging can hurt these campaigns most of the time so make sure you find a balance so you are not annoying your customers. That will lead to high opt-out rates.
Poor Website Performance
A great way to kill online growth is to not have a branded cannabis website. Some cannabis companies depend on weedmaps and never set up their own domain. Learn why your cannabis company needs a branded website.
A cannabis website is the most powerful digital marketing channel, and is the main revenue generator. Sales convert on the website, not on other channels. All of the other channels are centered around your website as well, if done correctly. It is critical that cannabis brands focus on the user’s experience and conduct routine audits on their websites to ensure that the performance is optimized to improve the customer experience. Underperforming websites that have display layout issues, poor interactivity, slow loading times, and poor mobile experience will have stunted growth.
Spam is a great way to hinder your cannabis brand’s growth online. Cannabis loyalty programs are the biggest victim of spammy behavior. Texting and emailing allow cannabis companies to directly connect to the end user, but if you abuse this channel and offer limited value it will hurt your business.
Opt-out rates skyrocket when customers get harassed by companies from frequent messaging. Strategies like Geofencing can become redundant if they are not managed effectively. Switch up your messessaging to encourage variety.
We just told you to post more on social media, but using the same formats and designs will lead to lower engagement from your followers. Make sure you are switching up the flow so your account does not come off as spammy.
Poor Reputation Management
Reputation management is about building credibility and trust with cannabis customers. There are two ways you can negatively impact your brand online by not managing review channels effectively:
Lack of Reviews: It is important for cannabis brands to have a nice collection of reviews on multiple platforms. Having minimal reviews decreases the reputation of your business. What looks better: 12 reviews with a 5 star average or 674 reviews with a 4.6 star rating?
Poor reviews: Having a collection of negative reviews will obviously hurt your online presence and growth. 50% of all consumers check reviews before making a purchasing decision. Launch a review campaign to make sure your average review rating is 4.5 or higher.
Poor Marketing Strategy
Cannabis marketers have to create an effective marketing strategy to achieve desired results. Cannabis brands will hinder their growth online is they don’t consider the following:
- Set clear KPIs: Cannabis digital marketing campaigns must have clear measures of success, so that marketing experts are able to analyze data and effectively make informed decisions.
- Create a Reasonable Implementation Plan: It is important to understand who the target audience is, where they are hanging out online, and how you effectively communicate your message to them.
- Collect relevant data: Use A and B testing to identify patterns and trends in your marketing campaigns. Get into the psychology of how the customer will interact with your content. Collect data that is relevant to your business. Your data points should be centered around the Key performance indicators you set before you launched the campaign.
- Analyze Data Correctly: Marketers have to understand the data that is collected from brand optimization campaigns. The relationship between the numbers and your customers and how they affect your bottom line will help you make decisions for your business.
Cannabis Brand Optimization
Is your cannabis brand’s growth stunted? Have you noticed that your momentum online has slowed down? If you identified ways for your brand to improve your digital marketing efforts online, but you don’t have the time or resources to launch an in house campaign then you should consider making Dagga a part of your team.