- On July 23, 2020
- advertising, best practices, branding, cannabis, digital, hemp, marketing, promote, ROI, SEO
2020 has been one of the most unique and challenging years for hemp and cannabis businesses in history, worldwide. Quarantine and pending recession from Covid-19 / Coronavirus is forcing the market landscape to change drastically every day. Cannabis companies and products that felt fail-safe are now looking for new options for success. Hemp and cannabis entrepreneurs: now is the time to focus on your website and digital marketing!
What’s the First Thing to Focus Your Marketing Attention on?
If you have downtime this year, now is a great time to re-assess who your audience is. Data collection tools like Google Analytics and the Insights reports offered by social media sites like Facebook, Instagram, and Twitter can give you a look into the content that works the best for you.
There’s also something to be said for making good ole fashioned contact calls and emails. Reach out your list and ask for feedback or new business opportunities with the people you know. Cannabis and hemp have always been about connections and networking. List building tools and customer relationship management (CRM) software can be especially helpful in these efforts.
There are now a lot of cloud-based software options that are cannabis and hemp friendly, easy to use, and very affordable, even for small businesses.
Take Time to Assess Your Brand Design
Competition and politics are as prevalent as ever this year, and that makes your messaging and your brand even more important. Take the time to have another look at how your cannabis or hemp business is represented visually. Do your logo, color scheme, and overall marketing design still jive with what your business and your products represent?
Spend time to assess your messaging and how your company’s “voice” comes across. These days especially, the more genuine your content comes across, the more likely your audience will stick around. It may seem scary, but taking a political stance also never hurts – it may scare away some visitors, but it can tighten your bond with your existing audience.
Use This Time to Grow Your Content
Many people are spending more time at home in front of their screens, so the opportunity has never been better to build your website and social media content for SEO. Consistency and frequency are the key to quality content, especially in cannabis. Try to touch base with your audience often and keep your messaging on brand.
Try to expand your reach if possible:
- Log in and start a new social media channel and begin to grow followers.
- Write a new blog article letting your customers know what you’ve been up to.
- Launch a new promotion to get eyes on your website.
- Try joining a virtual conference, meet-up, or networking group.
- Create a new digital ad campaign on Google, through an ad network, or an online publication.
- Design a new logo, business card, or fresh product for your apparel line.
Optimize Your Website’s Speed and Security
Google and other search engines value a speedy website. There are a number of different ways to increase the speed of your site and also “pagespeed” tools to measure them. Need help finding your way through all the search overload? Be sure to hire a cannabis and hemp website design and development expert!
With more people online at home, hacking and spam attempts are on the rise, especially among hemp and cannabis websites. This is a great time to audit your site’s security or invest in anti-virus, anti-spam, and firewall software.
Invest Your Marketing Budget into Digital
This year, networking events are practically off the table, and traditional print ads are slower to reach audiences. Focusing your marketing budget on digital efforts can give you a lot greater return for your money.
Take small steps, like growing your content and investing in your website and your online security, and your cannabis and/or hemp business will continue to thrive.
Like what you hear but don’t know where to start? Contact our expert cannabis and hemp digital marketing team at Colorado 420 Websites today!