- Posted by Noni Cavaliere
- On March 4, 2019
- 0 Comments
There’s no doubt that owning a business in the cannabis industry is a unique experience, one that sets you apart from many other small business owners that are based in other sectors and markets. However, regardless of the products and services sold, all business owners do share a common goal and challenge: attracting ample online traffic in order to forge connections with new and existing customers, driving overall growth and success.
Cannabusiness: A One-of-a-Kind Marketing Challenge
Because the cannabis industry is still fairly young, it presents a few exceptional challenges to business owners seeking to increase online engagement and traffic. First, many cannabusiness owners approach their marketing strategy with a “one size fits all” approach, believing that traditional marketing is the way to go. This age-old trap has many business owners convinced that they must pressure customers to make immediate purchases, implying that they could “miss out” on the incredible opportunity if they wait too long. While this approach may work for other industries, it often falls flat in the world of cannabis.
Most cannabusiness owners passionately believe in the value of their cannabis-focused products and services but struggle to communicate this principle to consumers. Getting wrapped up in the “buy this now” attitude can prevent you from successfully nurturing your customer base, slowing building trust in your products to gently encourage future purchases. For most people, purchasing cannabis from a small business is a fairly new experience – so it’s not surprising that they need to build a sense of security and safety before entrusting you with their health and wellness.
Cannabusiness Marketing: A Thoughtful Approach
One of the best ways to support new and existing customers in this process is to establish your business’ credibility through a solid brand identity, focusing on online content as a method for connecting with users and communicating your ideas. The goal should be to educate, inform, and support, gaining visibility while strengthening your brand’s reputation. At the same time, you need to make sure that your website content attracts more clicks and views than the competition, standing out from the thousands of search engine results a user has to choose from.
While these goals may seem like they add up to an insurmountable challenge, you may be surprised that they all boil down to one key ingredient: high-quality website copywriting.
What is Website Copywriting?
At its most basic level, copywriting is the process of creating written material for use in a wide range of mediums, from company websites to printed promotional brochures. Consider your favorite place to grab lunch or buy your everyday necessities: the advertising posters hanging outside the business, the email blast you check to see what sales they’re offering, the catalog you receive in the mail every month – all of these were formulated through the copywriting process.
Copywriting produces a wide range of marketing materials, including emails, websites, brochures, catalogs, company blogs, and more. The text contained within these materials is referred to as “copy,” and its goals differ considerably from that of editorial or news writing. Copy is intended to encourage the user to take action, whether that means engaging with the company through a phone call or email, visiting the business in person, or making a purchase. Additionally, in today’s age of Internet-focused engagement, many businesses seek to create copy that drives website traffic.
How Can I Improve My Copywriting?
The key to improving your copywriting lies in taking a smart, data-driven approach to creating high-quality content. You should be thinking critically about your target consumer, working off buyer personas and specific data to help you understand their specific needs, goals, interests, and more. Rather than generating “fluff” pieces, focus on SEO-driven, unique content that will appeal to both existing and potential customers. Finally, consider working with a professional agency to help drive the direction and focus of your content. With a team of experts, you will have the tools and resources to implement successfully copywriting strategies
How Do You Do SEO Copywriting?
Search engine optimization, or SEO, is a marketing process focusing on gaining traffic and boosting online visibility through the use of organic search engine results. In terms of copywriting, an SEO-centered approach is all about building content that’s interesting, useful, and relevant to your target audience, boosting search engine rankings and encouraging user engagement. SEO copywriting seeks to achieve two main goals: build trust through engaging content and incorporate keywords to successfully optimize search engine rankings.
You can improve your SEO copywriting by taking a two-fold approach to your content:
- First, you must create high-quality content. Simply copywriting for the sake of taking up site space is pointless, because useless content will not perform well with users or search engine algorithms.
- Second, work on incorporating long-tail keywords in your content. Ask yourself this: what would your target consumer be searching for on Google? These key phrases and words can be included in your content to help connect search engine users with your website. Avoid overstuffing your content with keywords; instead, focus on relevant long-tail keywords for the best results. Tools like Google Keyword Planner can help you evaluate the best long-tail keywords for your website goals.
Tips for Cannabusiness Copywriting
Hoping to boost the quality of your website copy? Here are a few quick tips:
- Create interesting, enjoyable content that appeals to user. Copywriting is all about quality over quantity, especially now that search engines like Google penalize websites (via search rankings) who provide thin, irrelevant content to users. Create extended content pieces centered on topics of interest to your target consumers, making use of smart tactics like effective website design, bullet points, numbered lists, and more to make your pieces easy to read
- Make smart use of title tags for SEO purposes. When you use a search engine, odds are that you scan the resulting pages’ headlines to decide where to click. So, you shouldn’t be surprised that your potential customers are doing the same thing. Incorporate targeted keywords into your title tags to boost on-page rankings and encourage clicks. However, keep titles clear and concise, sticking to 70 characters or so for optimal results.
- Always run a spelling and grammar check. This may seem overly obvious, but the importance of checking your spelling and grammar can never be underestimated. User experience is a major factor in Google rankings, and if your content is filled with errors, Google will assume that your users are having a less-than-stellar time on your site. There are plenty of tools to clean up your writing, and useful strategies like subheadings can also boost readability.
- Don’t forget your CTA. A CTA, or call-to-action, is where you’ll be telling the reader what you want them to do, whether it’s contact your company, browse your products, or check out other content. Be direct and clear, because the CTA is key in successful copywriting efforts.
Let Marijuana Marketing Xperts Help You Tackle Cannabusiness Copywriting
As a cannabis business owner, odds are that you’re already aware of the unique challenges and nuances of the cannabis industry. While it’s an exciting, rapidly growing business community to be a part of, succeeding in the ever-evolving world of cannabis is no small task. At Marijuana Marketing Xperts, our experienced team has the industry know-how to help cannabusinesses succeed using smart, effective digital marketing strategies.
Learn more about how you can improve your cannabusiness copywriting and other ways to boost your cannabis digital marketing strategy by contacting Marijuana Marketing Xperts today.