Imagine that you have a cannabis website that you are proud of. One that captures your brand, story and products. Yet, no one has it.
Search Engine Marketing (SEM) is a marketing arm that transforms your online presence so that customers can find your brand. In fact, 93% all online experiences begin with a search engine.
There are three types of SEM that can help you get more visibility in search results. They are local SEO, organic SEO and pay-per click (PPC).
Search engine optimization (or SEO) is the process of increasing traffic to a website through organic search engine results. To build traffic, you must implement the right campaign strategy and keep your eyes open over time.
Paid and organic tactics can be combined to increase your return on investment and increase website traffic. This combination can make a big difference in your business’s success.
These pillars of your SEM Strategy can be managed and fully understood over time by your brand. A team of SEO professionals is the best way to get the best results and reap the rewards of an effective SEO strategy for cannabis brands.
A comprehensive SEM strategy takes both organic and paid strategies into account and includes local SEO to reach your target market. These are the basics of search engine marketing in cannabis:
Content is King
Search engine optimization efforts that do not include quality content will only result in a reduction of content your audience does not want to see. It is important to remember the importance of engaging, high-value content when planning a search engine marketing strategy. This is the ultimate key to SEO strategies thriving.
Google is happy if people visit your site without any cannabis-related promotions. Engaging content should not be geared towards sales but rather more practical, fun, and educational.
Blogs can be a great way to connect with your audience and build and maintain a relationship. Relevant information can be posted such as current events, new strains and recipes.
Consumers who are familiar with cannabis and want to know more about it, such as the effects of different strains, can find general education topics useful. This is where you can promote your blog content via email, social media, and other channels. This will drive traffic to your content.
People might visit your blog to look at a recipe or to purchase the ingredients. It is the site where they are reading the recipe that is the easiest to start. They will then move to your Shop page to see if your dispensary sells the product.
A good piece of content can attract high-intent users and encourage them to buy from your site, without having to spend a dime.
Paid Search Techniques
Sometimes you may want to budget for your content. Paid search campaigns are the best way for e-commerce businesses to achieve success.
Google Ads and local searches are a great strategy for dispensaries and brick-and-mortar shops.
Paid search strategies are particularly relevant and deliver fast results. Your website can be ranked higher in Google Search. This will allow you to get your dispensary and cannabis brand in front high-intent local users who are searching for your products and services. If done right, you can target users based on their location down to their zip code. This will allow you to convert marketing dollars into meaningful foot traffic.
Search ads, unlike SEO which can take months, if not years to implement, allow you to rank for keywords that interest you immediately. Ranking higher than your competitors often means that you will also rank higher. Even better, you have complete control over your budget.
Google makes it easy to scale campaigns without being tied into a budget or a bid strategy. Instead, you can scale up and start small as you see results.
Paid search ads can still be highly measurable in the cannabis industry, even though there are some limitations, like with social media. You can track conversions back to keywords and ad copy, as well as identify successful designs. This will allow you to easily justify your ROI and gain greater insight into your production.
Paid search ads are a great way to grow your cannabis business. Google Ads prohibits paid advertising of CBD or cannabis products due to their federal status.
These restrictions can be overcome with some creative ideas. Get our FREE Secrets of Successful Cannabis Marketing eBook to get more information.
With the help of the CBD Store Designer, you can perfect your cannabis search engine marketing strategy
You must continuously test and optimize every aspect of your PPC campaign to measure its effectiveness. This includes landing page copy, landing pages design, offers, email drip campaign, keyword targets, keywords bids, locations, budgets, budgets, and ad copy. To achieve the highest conversion rate.
PPC experts are part of digital marketing agencies. They have teams that have been trained in the latest techniques. CBD Store Designer has a complete toolkit of strategies that can be used to help cannabis businesses achieve their advertising goals. Contact us today to learn more about our SEM services.
