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The digital space is an extremely important channel for businesses today, especially businesses in the cannabis industry. Your website is really your digital storefront so to speak; in many cases, it’s the first (or only) touch point many of your customers have with your business. And because it’s almost Halloween, we...
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Winning is the core of any strategy. Whether you’re a one-person start up or with a corporation: you want to win. Even a non-profit wants to win for the audience they serve.“… a strategy is a coordinated and integrated set of five choices: a winning aspiration, where to play, how to...
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Many traditional forms of advertising are unavailable or too costly for many cannabis businesses today. This is perhaps why so many of them have turned to social media to engage with their customers and expand their overall reach. However, many of these businesses are also realizing that just being on social media isn’t enough....
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One of the most important aspects of a Content Playbook is the Content Calendar. The Content Calendar is really the meat of the content strategy which is developed from the Content Audit. A Content Calendar typically includes format, topics, target keyword phrases, due dates, etc. We’ve found that more effective programs have calendars that...
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In its simplest terms, marketing is the communication bridge between your target audience and your brand. So once you’ve taken the critical first step and nailed down what you stand for as a brand, you then need to determine how you want to engage with your target market. This process of consumer engagement...
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Advertising cannabis and CBD brands present their own unique set of challenges, and we blogged about this some here and here. But if you’re beginning to think about advertising your product/service, let’s talk a bit about what a brand should consider first. Or, put another way, let’s have at least thought about the factors...
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Okay, it’s time for your cannabis business’s digital marketing program to get serious. Hopefully, you already have Google Analytics installed on your cannabis website. Unfortunately in 9 of 10 digital marketing programs we audit the implementation of Google Analytics is minimal if implemented at all. To take the next step with...
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Editor's Note: this article was lightly updated in May 2020. We hope Google sees the light and opens up more of its platform to legal cannabis, CBD and hemp companies.  Marketers in the cannabis industry have an interesting environment in which to work. The product is in demand and audiences want to...
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A content playbook is somewhat like an extended campaign brief, it sets the direction and strategy for the content campaign and it’s designed to serve as a resource for the content team members to reference back to as the campaign is executed. Simply put, the content playbook asks these three questions:...
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Content marketing is made up of two parts: content and marketing. Once you have developed original content and optimized it for search, it’s time to start thinking beyond inbound traffic to promotion and outreach for that content. Not everyone uses the internet the same way, and so while many people may be finding your...
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Successful series of studies on the Cannabis Consumer results in pioneering strategic partnership to deliver Fortune-500-caliber market insights. SEATTLE, WA March 20, 2018 – Seattle-based Matters Group and Cascade Strategies, Inc., have formalized a partnership to deliver advanced data science, sophisticated analytics and market research services to the emerging cannabis industry....
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Advanced Analytics is an encompassing term that is used to categorize techniques and technologies that seek to understand what happened in detail or to predict what may happen with an unmatched degree of precision. We use the term to encompass services that include Data Science, Artificial Intelligence, or AI and related...
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LinkedIn is the platform we get the most questions about from our B2B clients focused on lead generation. At Canna Con in Seattle this weekend, most companies with booth space were companies marketing their services and products to Cannabis producers and processors. Including all types of businesses, from soil and seed...
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Many small businesses in the cannabis industry tend to think that market research is a costly exercise that can provide knowledge and insight –both of which are pleasant in the abstract– but doesn’t provide tangible results like more sales and profits.   Admittedly, there are some market research projects that don’t...
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Our client relationships usually begin with what we call the Brand Platform process, which consists of three steps: (1) Internal Platform: in which we ensure all key decision-makers and influencers are on the same page (often more difficult than you’d think); (2) External Platform: where we seek out existing customers and potential prospects...
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Recently, while trying to determine what impact, if any, the latest Google update (regarding the nofollow link attribute, rel=”nofollow”, now being recorded as a “hint” rather than as a directive by Google) had on our website traffic, I noticed a pattern in the nature of the service inquiries we were receiving...
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When I wrote this post nearly two years ago, it was with the expectation that I would be able to update it with “good news”, that cannabis businesses are able to take advantage of the powerful AdWords platform, running ads on Facebook, Instagram and the like, and the rest of us...
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Picture the scene… It is CannaCon, a respectable B2B cannabis industry tradeshow in Denver, Colorado. I am walking and talking with Morgan, at the time President of the MJBA, later Founder and CEO of the Cannabis Women’s Alliance. We were discussing what topics we should discuss on an upcoming panel about...
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We often tell people there’s no one right way to do content, but there are several ways to get it wrong. A lot of it is trial and error. It’s testing topics, tones, and mediums to see what resonates with your target audience and gets them to engage. If you’re currently...
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A solid content marketing approach usually includes these three general components: Content StrategyContent Marketing PlanContent Performance Analytics Content Strategy Starting with the content strategy, it’s important to first define what your content needs and goals are. If you’re not sure what your content needs and goals are, we recommend conducting a...
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