7 Digital Must-Dos To Promote Your Cannabis Business

Light Bulb Concept

Promoting your cannabis business is challenging. Because cannabis is still illegal federally and laws vary from state-to-state, knowing what you can and cannot do isn’t always clear. While you want to avoid advertising with search engines such as Google and Yahoo, sending postcards through the mail, or setting up a store on Facebook, you do have options for reaching your patients and dispensaries.

1. Start With a Strong Brand. Creating a strong brand will build patient and dispensary recognition and give you a competitive edge in the market. Focus on what makes your products different and the shared values you have with prospects. From there it will be easier to connect with customers and introduce new products.

2. Go Organic Strategically. Choose your words carefully for your website and your social media posts. Hone in one the phrases and words patients and dispensaries use when looking for cannabis products, then hone in on other words specific to your brand and the shared values you project.

3. Follow Mainstream Social Media Rules. You can promote your brand on social media if you understand the ground rules. Earlier this year, Facebook dropped some dispensaries from its platform. This rattled the industry but the dispensaries hadn’t read the fine print for using the mainstream platform. Focus on education and brand recognition on Facebook, Instagram, Twitter and Pinterest. (see How to Protect Your Cannabis Facebook Page for more insight)

4. Use Cannabis-Based Social Media Platforms. There are social media platforms specific to the cannabis industry and promoting your brand on them will be safer. By now you’ve probably heard of MassRoots, the first to market. But there are others including Duby, which is similar to Instagram and Social High, which is like Facebook–both are specific to the marijuana industry.

5. List Your Business on Cannabis Directories. Many of these directories are free and offer great back links to your website. Some worthy of mentioning include the Marijuana Business Daily Industry Directory, Medical Jane’s Database of Cannabis Businesses, and Ganjapreneur Business Directory, and Dispensaries.com.

6. Maintain a Blog. Writing your own content on your own blog is a great opportunity to share your story and your brand. Blog posts can easily be shared on social media platforms, can be extensions of your website, and can attract prospects based on your knowledge, industry insight, and personality.

7. Email, Email, Email. Connecting with existing patients and dispensaries by email is crucial. Collect emails at every turn if possible–at conferences, cups, online–wherever your brand intersects with prospects. Then create emails with impact and maintain contact consistently.

What’s been your experience promoting your cannabis business online? What’s worked best? If you’re struggling to promote your cannabis business, bring on a digital marketing expert to help!

 

 

 

5 Things We Learned From Viral Media About Marketing In 2015

starwars

More than ever before, there are tools available to marketers that allow them to understand who their customers are and what they’re interested in. Marketers are learning how to tailor their approaches to what their customers want using email, digital advertising, and endless other methods. How can we keep all of this in mind moving forward while also learning where to go from here? The answer can be found by looking where our consumers look: at viral media posts on social media.

In past years, memes dominated the viral media space that reaches millions of users. Viral media in 2015 was more about activism, entertainment, news, and politics. Here are 5 things we learned from viral media about the inner workings of digital commerce:

  1. Big name influencer marketing can weaken the merits of a practice to the point of harm. Taylor Swift’s public disagreement with Apple Music and Spotify was a huge detriment to both services.
  2. “Nerd” culture has completed its transition into the mainstream. The vast success release of Fallout 4 and the release of Star Wars: The Force Awakens are prime examples of this.
  3. Social media puts consumers directly in touch with companies and organizations. Regular people candidly share their opinions about products, services, and even political candidates.
  4. Buy buttons are starting to pop up everywhere. They are now directly on Pinterest pins, Twitter ads, Facebook ads, and beyond.
  5. Personalization is key. Consumers are watching, retweeting, and sharing heart-wrenching videos of people’s personal accounts. They’re looking at other individuals in a sea of people and considering themselves individuals. Treat them that way.

By watching consumer trends, we can become more aware of what works and what doesn’t. As the new year moves forward, watch viral trends to become more aware of what’s happening in consumer spaces and you’ll likely be on top of your game when it comes to knowing what your consumers want.

What viral media did you notice making a marketing impact in 2015? We’d love to hear from you!

Natalie Kane contributed to this blog post.

 

 

6 Tips to Ensure You Get Most Out of Social Media

Social Media

Presenting your business in a bright light on social media is a daunting, but important task. Using social media can be very time consuming, but when managed correctly, can be invaluable to a small business (especially with a tight marketing budget).

Here are six tips to make sure you’re getting the most out of social media for your business:

  1. Choose the Right Social Media Platform(s). Begin by determining your target audience. Once you have a concrete target audience, you can focus your efforts on the specific social media sites that cater closest to them. For example: Jimmy John’s markets heavily to younger people who like things “freaky fast” and want instant gratification. For this reason, they have chosen to have a strong presence on Twitter.
  1. Avoid Brand Confusion Across Sites. Your brand is one of the most important tools in your marketing kit. The way your business is presented on social media must be coordinated across platforms so as not to cause brand confusion. The message and language used may be tweaked slightly across sites to target the specific audience who uses each site most.
  1. Handle Negative Remarks Appropriately. Just about every business owner I’ve worked with has been concerned about controlling negative comments. No matter what social media platform you choose, unpleasant remarks can occur. Respond to negative posts and apologize for whatever inconvenience the consumer may have experienced, but do not solve the problem on a public forum. Directly contacting the customer if possible—use direct messaging, texting, or calling them on the phone—will provide you with more information about their complaint and let you better solve the problem.
  1. Manage Your Time on Social Media. Don’t get distracted by trying to be in too many places at once. Focus your time and efforts where they will be most effective. This means sticking to the one or two platforms that you’ve chosen and working to only create profiles that will be active. Set aside 15 to 30 minutes a day to manage your social media accounts.
  1. Up Your Engagement Game. Try to focus on more than just your number of followers or likes on a platform. Get to know the flow of the platforms and when your targeted audience may be viewing them. Pay attention to what users say about your business and industry, and work toward an engaging experience with them. Provide relevant and regular posts to keep readers engaged. If using Facebook, be sure to read Facebook’s tips on how their new Newsfeed algorithm works to make sure that your posts are reaching your audience.
  1. Measure Your Results. Measuring the success of social media interactions can’t be done with traditional ROI metrics. Pay attention to analytics provided by a social media platform. For example, boosted/paid Facebook posts can provide a great deal of information. The number of views might reflect an increase in awareness and the number of click thrus could indicate interest in a product or service. You also want to watch the impressions frequency and reach. At the end of the day, true success will come when social media visitors convert into customers. (that’s a topic for another full post!)

Social media is here to stay and is a wonderful way to share your expertise, services and products as well as learn about your targeted audience. Roll up your sleeves and have fun! But, be sure to bring on an expert when you’re not sure of what to do next.

Natalie Kane contributed to this blog post.

Get in the Race to Re-Energize Website Traffic Volumes: 7 Questions to Ask Yourself

Misaki Digital Marketing helps small businesses win the digital marketing race.

Are you winning the race in website traffic and engagement? According to a November 2014 poll by VCita, only 31% of small business owners were satisfied with the volume of new clients obtained through their websites.

That leaves 69% of small business owners in need of a serious digital overhaul. In this digital age, it is not enough to simply have a business website, your small business needs to commit to a digital work up and work out.

Here are some questions you can ask yourself in the race for digital optimization:

1)    Is social media part of my marketing strategy? Am I focusing on sales and leaving relationship building behind? Today’s consumers are using social media. In fact, according to a recent Pew Research report, 52% of online adult users now use two or more social media sites; a significant increase from 42% of users in 2013. Your presence on Facebook, Twitter, Google+, Instagram, Pinterest etc. will make it easier for them to find you and for you to engage with them.

2)    Is my website mobile-friendly? Check out your website with Google’s Mobile-Friendly Test to determine how user-friendly it is. Google will analyze your site and spit back a report. Check it now. In April Google will begin penalizing websites that aren’t mobile-friendly.

3)    Would a paid search campaign benefit my business? Often referred to as pay-per-click or PPC, such a campaign doesn’t have to cost a lot. At $300.00 per month, the return could outweigh the price.

4)    Is my business appearing in local searches? Google’s Pigeon update makes optimizing local searches more valuable than ever. Contact me for a FREE audit of your local listings status.

5)    When was the last time I distributed a web release? Web releases are wonderful tools to use to not only promote new products and services, but to help boost your search rank with reputable incoming back links to your website.

6)    How old is my current business video? People love to watch videos. If it’s been a while since you’ve posted a new video, now’s the time to consider it. Then post and optimize it on YouTube.

7)    Are my keywords still performing well? Keywords are the muscle behind your digital strength. The keywords people use to find products and services can change. Have they changed for your business? Not sure? There are many free keyword building tools out there including Google AdWords Keyword Planner, Keyword Spy, and SEMRush.

Make a commitment to a serious digital workout for 2015. Hire an experienced content marketing writer and strategist. You don’t have to take on every aspect of your digital footprint today, but by starting with a strategy and a plan, you will stay ahead of your competition and secure a winning spot in the race for digital optimization.

Do you want help with your small business digital marketing? Contact me for answers.

 

Combine Social Media With Online Advertising and PR to Impact Sales

tweet birdI’m all about integrating social media and public relations. That’s why I was happy to read the results from a study that asked the question, “Will consumers spend more money when they’re exposed to a brand’s message on social media?”

According to the study consumers exposed to branded social media will spend from 2 to 7 times more than consumers who didn’t encounter a brand’s message on social media. When consumers were exposed to social media and another type of media, their spending increased even more. And…combining social media with PR saw an increase of 17%.

Increasing the visibility of your brand can be done in a variety of ways. Consider the following:

1. Social media is interactive and personal. Posts made to Facebook and Twitter should be done by real people.

2. Social media combined with online advertising and internet PR can reinforce the messages you create on social media for more impact.

3. Track social media in the same way you track other media impact (surveys, loyalty programs, coupons) to evaluate sales.

4. Keep your social media posts up-to-date and fresh.

Social media is about exposure. Exclude it from your marketing strategy and you could be hurting sales.