Content marketing is a collection of marketing strategies, techniques, and efforts that are used to create and distribute useful non-advertising information for customers. Quality free content creates added value for your customers. In addition to the paid product, they receive something more valuable for them — the information that helps them solve their problems.
This approach to sales, using an arsenal of content marketing, encourages people to buy more from you, involving them in your social media space. That is why many large companies from a wide variety of industries see content marketing as their primary lead generation method.
Serious work in the field of content marketing leads to the formation of thousands of customers in databases. And if you are working in the cannabis niche, it’s crucial to understand that content marketing tools can become your main lead generation tool.
Of course, metrics vary dramatically by business segment and industry. Nevertheless, it is necessary to understand that the development and implementation of a full-fledged set of content marketing activities will affect the process of lead generation and sales, increasing them significantly. The creation of high-quality content is a part of a well-thought-out SEO strategy. After all, the materials you will post on your site should be not only interesting and valuable for readers, they should also meet the requirements of the search engine. Therefore, drawing up the content marketing strategy for your cannabis business should be started with the SEO audit carried out by MjSeo Agency, a specialized SEO agency working in the canna-segment.
The main channels for implementing your content marketing strategy include:
- YouTube: you can create video guides on using cannabis products, product reviews, relaxation techniques, etc.;
- Email newsletter: inform your clients about news, sales, and other essential announcements;
- SMM (aimed at generating traffic using social platforms): taking into account the specifics of the cannabis industry, be sure to check the terms and policies of the chosen social media; be sure to use the allowed keywords for promotion;
- Events: they are especially useful for dispensaries that can invite clients to their locations;
- Webinars: provide educational materials to your customers;
- Blog: the information you post in the blog can be interconnected with materials in webinars, on YouTube, and other channels, but do not make it the same.
Any of these channels allow you to broadcast the added value of your product to your customers. These channels allow you to receive additional requests.
However, content does not work on its own. When combined with CRM, content marketing allows you to leverage your customer data to generate revenue throughout each phase of the sales cycle. Also, content marketing helps to tailor content to specific customer needs.
Let’s take a look at the phases of the sales cycle and identify three ways you can synchronize content marketing and CRM to achieve more sales of your cannabis products.
Content Marketing & CRM — 3 Methods to Increase Sales
Content marketing seeks to provide information to your real and potential customers to help them make smarter business decisions. It provides information to notify potential customers about your product and includes articles, videos, white papers, stories, blogs, and infographics.
However, content does not work on its own. When combined with CRM, content marketing allows you to leverage your customer data to generate revenue throughout each phase of the sales cycle. Also, content marketing helps to tailor content to specific customer needs. Let’s take a look at the phases of the sales cycle and identify three ways you can synchronize content marketing and CRM to achieve more sales.
Combining content marketing and CRM allows you to find the right content for each phase of the sales cycle. CRM makes it easy to track the information you provide to each individual customer at any given time. The system also analyzes data and pays special attention to content that stimulates sales.
At the final stage of the sales cycle — making a decision — customers want proof that you have been a successful creator for other customers. It is essential to understand that 70% of people shop to solve their problems. Your potential buyer should receive not only a brochure, price list, and announcement, but also useful and valuable information. Content that delivers actionable information to your customers can help you bridge the gap between customer indecision and purchase. This category can include case studies and customer testimonials.
1. Maintaining customer contact
Statistically, potential customers postpone the final decision indefinitely if the buying process takes too long. In such a case, sales representatives will take the time to keep in touch with a potential buyer. However, the longer it takes to negotiate with the customer, the lower the probability of a purchase. Interaction with customers too infrequently makes them forget that you could solve their problems.
Submissions of content marketing materials combined with data from the CRM system ensure a continuous flow of new information, keeping your cannabis company name in front of potential buyers. For this purpose, quality materials are needed, which is why marketers are constantly creating new content. Include recent customer testimonials, sales articles, customer success stories, articles on innovative products, the latest research in the cannabis industry. Sending out new content and useful information is a vital element in keeping in touch with customers.
2. Keep sellers on the course
How can a sales team use vital content marketing to increase sales if they are poorly familiar with it? Good question. Too often, sales and marketing teams, even if they have the same goals, work differently. This lack of synchronicity between departments can limit the company’s sales. The marketing department creates content to increase sales, and sales reps need to be aware of its existence. Try using a CRM system to notify your sales team when new information is released: include a direct link that directs salespeople to post, along with a summary of the key messages and implications of the news.
This practice has many uses. Employees need to look at an important question, “How is the company’s content used? And what do we need to do to improve the quality of the information provided?”
3. The final stage
The final stage of the sales cycle is critical. But there is a risk that the client will hesitate at the last moment. Content marketing can help your team be proactive in the final phase. By providing actionable knowledge, content marketing is one of the most effective methods of building trust with your potential customers.
By combining technology with content marketing, you will see an insightful, rational picture of each customer’s position, which will help drive the sale and build valuable partnerships with your cannabis business.