You’re starting out in the cannabis industry or you’re not satisfied with your current marketing agency. What do you look for in a new agency? Here are some questions to ask.
First and foremost, what is your experience in the cannabis industry? It’s a specialized industry for many reasons, not the least of which are the extensive rules, regulations and guidelines regarding marketing and advertising. An inexperienced agency can cause serious harm, including getting your email account flagged, lock down your social media accounts, get you penalized for prohibited images and more. Don’t let an agency learn cannabis marketing on your dime and at your expense. Find a marketing agency specializing in the cannabis industry.
How extensive is your digital marketing for those in the cannabis industry? Related to above, experience matters. Billboards and print ads are one thing, but with the need to drive traffic to websites for online ordering and information for physical locations, digital marketing is crucial. And an agency that understands how to test and evaluate the effectiveness of the digital ads that are running is important as well. This is not a “set it and forget it” type of advertising.
How much experience do you have with SEO for companies in the cannabis industry? Can the marketing agency you’re considering build a website that’s maximized for search engine optimization or help you improve all aspects of your existing site? Do they have the capability in-house to help increase your rankings including content writing, on-page optimization, submitting articles for backlinks, and enhanced functionality? If not, you’re missing one of the most important opportunities to maximize sales.
Do they do listings management? There are more than 60 directories in the U.S. to which your information can be submitted. That includes up to 750 words, logo, images, hours and more. This is important for consumers looking to find you on the internet, and it adds a great deal to your SEO when your website link is on sites like Google My Business, Yelp and even Alexa. It also ensures that consistent information is displayed and if business facts change, like hours, the change can quickly be made across all platforms.
How much can you contribute to my other marketing needs? Do they have experience in branding, graphic design, email marketing? A single agency with experience in all facets of business development can create an integrated marketing plan to help ensure your sales exceed your expectations and continue to grow.