The cannabis industry is growing by leaps and bounds. CBD products are legal in all 50 US states, while recreational use of cannabis is allowed in 19 states, Washington DC and Guam. Consumers are expected to spend over $23 billion on legal cannabis by 2022. E-commerce is one of the drivers of success in this industry, and your dispensary must be open to innovation.
More and more companies are joining the market. Advertising products on Google is impossible, but you can get your business noticed through smart SEO. This is the key to attracting customers. At MjSeo Agency, we use our extensive experience to get quality results on time and push cannabis-related websites to the top of search results. Here are the key things to know about e-commerce in 2022.
Growing Accessibility
On the federal level, cannabis is still classified as a Schedule 1 drug — a substance with the potential for abuse. There are also problems with Delta-8 THC promotion in many states. Yet, customers and suppliers can get almost every cannabis-related product online.
This range includes pipes, bongs, vaporizers, rolling papers, and other items for personal use. Growing supplies are also available. Essentially, the shopping experience is similar to any other industry. Accessibility is unprecedented.
Engagement is Happening Online
Digital platforms are the key drivers of revenues. There are online marketplaces for wholesalers, CRMs tailored to the industry, etc. Digital e-wallets for professionals solve some of the problems arising from the lack of legalization. While banks may be hesitant to accommodate sellers licensed in their state, compensation technology is connecting everyone.
Three Strategies for the New Era
Based on these insights, it is easy to see why the following methods are crucial. For your cannabis business to flourish in the digital age, it must leverage three dimensions: SEO, social media, and mobile optimization.
1. Search Engine Optimization
Providers of specialized SEO services develop solutions that help businesses become visible despite the restrictions. Their basic strategies are similar to promotion in other fields. Getting to the highest positions in search requires effective keyword use, link building, website design, etc.
When consumers search for cannabis, CBD products, or paraphernalia online, they use specific queries. For example, “cannabis dispensary near me” shows local results. SEO experts identify widely used keywords driving the most traffic to their clients’ sites. In this research, they use professional tools like SEMRush and Ahrefs.
Another dimension of SEO concerns external links. When websites with high domain authority refer back to your store, these backlinks contribute to your own credibility. A high-quality profile is essential for effective optimization. When other websites send readers to your business, Google ranks it higher. Note that only white-hat practices are safe. Unethical black-hat strategies generate low-quality links. Not only are they counterproductive — but they also trigger Google penalties.
Finally, you should list your website in Google My Business. An optimized description makes it easier for the search engine to understand what you offer. As your dispensary will appear on Google Maps, you will get more foot traffic.
2. Social Media Strategy
Most social networks prohibit cannabis-related ads. It does not matter if you sell recreational or medical marijuana, and that your business is perfectly legal. Fortunately, Facebook has recently lifted its ban on pages related to marijuana. You can leverage this opportunity in different ways.
First, build a presence in social media groups. Share links to content useful for their members. Provide expert opinions on behalf of your business.
Secondly, consider influencer endorsement. According to AdWeek, it is “the secret to marketing marijuana”. However, you should be careful, as a badly planned campaign can get your social media account shut down. Choose influencers who grow their audience organically, share only original content, and have high levels of engagement and social reach.
3. Go Mobile
Modern consumers prefer to search for products and services using smartphones and tablets. Furthermore, Google prioritizes websites with a solid mobile version. This makes optimization an absolute must. Your dispensary website must look perfect on screens of any size. You may also develop a unique app to complement it and boost credibility.
Apps make it easier for users to discover cannabis-related products. Some of them are focused on interaction. For example, MassRoots connects medical marijuana enthusiasts, provides a wealth of educational material, and lets users rate and recommend products. There are a lot of useful tips and tricks to satisfy users’ curiosity. This app is a social network where users post photos and connect with friends. Meanwhile, MyDx shows the chemical composition of different cannabis strains.
The advent of such apps mirrors e-commerce trends in other industries. Optimizing your website is a must, but it is not the only way to harness the power of mobile. To market your brand, you could develop a unique app or purchase ads on apps like MassRoots.
Final Words
Despite the absence of federal legalization, the cannabis industry is growing quickly. E-commerce makes marijuana and related products more accessible than ever. Businesses are breaking new ground by using effective SEO strategies, gaining a presence on social media, and optimizing their catalogs for mobile screens. Despite its unique challenges, the fusion of marijuana and e-commerce has an exciting future.
