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Guides | 02.21.2023

Inbound Marketing: How To Do A Cannabis Keyword Research Step By Step?

How to master cannabis keyword research, a complete guide to optimizing your cannabis marketing strategy

In the cannabis industry, inbound marketing and keywords can be used to attract and engage potential customers.

As you probably already know, the cannabis industry is highly regulated and, in some cases, advertising is restricted, so inbound marketing strategies can be an effective way to connect with customers, build trust, and increase the cannabis brand reach.

In general, inbound marketing and the use of keywords focused on the cannabis industry are an excellent way for businesses in the industry to reach out to potential customers and target them in a way that complies with local laws and regulations, while providing valuable information and solutions to their problems.

What Is Inbound Marketing?

Inbound marketing is a strategy that focuses on attracting and engaging customers through relevant and useful content, rather than interrupting them with traditional advertising.

Some of the tactics of inbound marketing include:

Search engine optimization (SEO): By using relevant keywords in website content and quality backlinks, cannabis companies can improve their search engine rankings and make it easier for customers to find their products or services.

Content: By creating valuable and informative content, such as blog posts, videos, and infographics, cannabis businesses can attract and engage potential customers. Quality content is the key to all digital marketing, content is what retains potential customers.

Social media marketing: We already told you, social media and search engines are full of restrictions on paid cannabis advertising, that’s why by using keywords in social media posts, cannabis companies can target specific audiences and reach customers who are interested in cannabis-related topics in an organic and seamless way.

Email marketing: Sending emails is a great digital marketing tool, and with the use of artificial intelligence and data analytics it is possible to personalize these messages, which creates a bond with customers and a greater sense of belonging to the brand.

So, by collecting customer email addresses and other relevant data, cannabis companies can send targeted email campaigns with relevant information and promotions, which also generate a stronger connection between the cannabis brand and the consumer.

These are just some of the main strategies of inbound marketing. Their ultimate goal is the same, which is to build trust and establish a relationship with potential customers by providing them with valuable information and solutions to their problems.

Inbound marketing is an attraction strategy, in which customers are attracted through quality content that feels like part of what they are already looking for. Inbound marketing makes the entire cannabis marketing strategy feel seamless and integrated with quality content.

What Are Keywords

In cannabis marketing, keywords refer to specific words and phrases related to the cannabis industry and the cannabis brand’s target audience.

These keywords are used in diverse marketing tactics, such as search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing, to target a specific audience interested in the cannabis industry.

In addition to keywords related to the particular product and brand, cannabis companies also use location-based keywords to target customers in specific areas, this refers to Local SEO, which is also a fundamental part of the whole cannabis marketing strategy.

It is important to keep in mind that cannabis is still illegal at the federal level in the United States, and laws and regulations vary by state. Therefore, cannabis businesses should be aware of local laws and regulations and avoid using keywords that could be considered illegal or inappropriate in their advertising efforts.

It is also important to consider that the target audience is constantly changing their mentality and their way of searching for what they are interested in, so you have to be updating the keywords and phrases chosen as the target audience is also changing.

A Step-By-Step Guide Focused On Cannabis

Having a cannabis-focused marketing strategy is a fundamental part of brand growth. Knowing how to do inbound marketing and using keywords that support your strategy is a crucial step if you want to succeed.

Maybe you are wondering how to master these marketing tools focused on cannabis business, here is a little practical guide on inbound marketing and keywords focused on cannabis

Target audience: The first step of any marketing strategy is to identify your target audience. Ask yourself who you want to reach with your brand and your cannabis content, who they are, how they think, what interests them, what captivates them. All these questions will help you narrow down the keywords you should target.

Keywords: Use keyword research tools to help you find relevant keywords related to cannabis and your target audience.

Make a list of the most relevant keywords and phrases you want to target. They should be a mix of short tail and long tail keywords.

Herb’s Tip: Short-tail keywords are more general and have a higher search volume, while long-tail keywords are more specific and have a lower search volume. Using a well thought out mix of both types of keywords is a good technique.

Analyze the competition. It is important to know what your competitors are doing and see what is working for them and what is not. You should also look at the number of backlinks, the authority of the websites that rank for the keyword and the overall relevance of the content.

Optimize the content: Once you have identified the keywords you want to target, you should optimize the content of your website to include those keywords in strategic places, such as in page titles, headings and throughout the body text.

Backlinks: Use the keywords in your content and create valuable backlinks. Be sure to include keywords in title tags, descriptions and throughout your website content. Also take advantage of link building to generate interest in content-related topics through the use of keywords.

Building backlinks from reputable sites can help you improve your search engine rankings for your desired keywords.

Monitor your progress. Use analytics tools to monitor your site’s performance and see how your keywords are performing. Adjust your content and keyword strategy as needed and as often as required.

Regulations. The cannabis industry is constantly changing, so it’s important to stay informed on the latest laws and regulations for websites, social media and search engines.

Whether it’s to see if you can broaden your keywords or if you need to be careful with specific ones, staying one step ahead of the prohibitions is key to avoiding penalties both in real life and in the digital realm

Herbworthy: PAX Era


Melissa Jaramillo

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Melissa Jaramillo


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