Glad you asked! Content marketing produces one of the highest ROIs within the cannabis industry. It often requires little investment but can help drive a large amount of business due to today’s content-hungry online environment — because of this, over 77 percent of businesses say they have an active content marketing strategy.
What’s so appealing about content marketing is the degree of flexibility — every company has multiple marketing options to choose from to best reach their target audience. Content marketing also lends itself to a quick and seamless strategy transition. Often, marketing tactics work in waves. For example, your business may choose to run a blogging campaign on the technical process of cultivating cannabis. This content marketing strategy might start off strong for a few months, before online traffic and lead flow tapper off. Then you are faced with the opportunity to readjust your blogging campaign, pause it, or altogether shift your main focus to another content marketing tactic like email marketing.
By having multiple content marketing services at your disposal, you can better ensure your lead flow remains consistent throughout the cycles of online consumer engagement. So in reality, the more content marketing services you can afford both time and money wise — the better. With content marketing costing less than most traditional paid tactics, it’s often the smartest decision for small business owners looking to get more leads for less money.
So What Services Fit My Business?
It is important to note that while content marketing offers a wide range of services, not all are applicable to every type of cannabis-related company. However, the majority of businesses can thrive from the use of most services due to the popularity of cannabis and the growing digital habits of everyday consumers.
Nearly every business in every industry has a blog. Written content still has strong staying power in today’s fast-paced internet world. Blogging is low-budget, and often can best answer a consumer query directly and effectively. This service can help aid your business in any stage of your sales funnel, in addition, a blogging strategy can help leverage your business as an expert in your field.
Organic Social Media
Social media is arguably the most powerful tool available to any business. The social media community as a whole is diverse, motivated, and active. There is a community of social media users for nearly any cannabis-related business on nearly every platform. The key to success here is producing high-quality visual content. A strong organic social media has the potential to help provide ongoing brand awareness, as well as a direct product page for your business.
Keeping with social media, influencer marketing is an up and coming strategy that more businesses are starting to invest in. With this content marketing tactic, your business pays individual social media influencers to promote your business, product(s), or service(s). This play allows you to tap into audiences that you may not have had access to before but may align with your target audience parameters. This type of campaign works well when your company is trying to push a specific product or limited-time promotion.
Consider this content marketing strategy the grandfather of the group — email marketing costs next to nothing, yet on average produces $40 for every $1 invested. Email marketing is a strategy that everyone needs to be constantly running. This tactic allows you to directly place your content in front of your audience, in addition to helping you disseminate your content from other channels into a potential customer’s inbox. Email marketing can be tailored to fit each individual consumer’s buying journey, making it a valuable tool in nurturing leads.