cannabis websites – top considerations for building a website

cannabis websites – top considerations for building a website

 

 

The fundamentals – why we, as business owners and marketers – do what we do doesn’t change much when we move from brick-and-mortar to the virtual, digital space in which so many of us do business nowadays. That’s why we explain to our clients that their website really is their virtual “flagship storefront.” While everything changes, it really all stays the same.

In this blog post we’ve put together ten considerations for developing a website for your cannabis business.

1. customer acquisition

A fresh new website is one of the best marketing tools and vehicles to acquire new patients. A well designed, mobile friendly website that is fast will help convert a potential new patient. The website also represents the company and the brand. An old website sends the wrong message to potential patients.

2. mobile compatibility

More and more patients are using mobile devices to get information about the clinic. Recent statistics indicate mobile internet traffic (smartphones, tablets) accounts for around 50% of all internet traffic globally and continues to grow at double digit rates. In the US, mobile usage is even higher. Mobile users have notoriously short attention spans so if the website isn’t mobile friendly users will go somewhere else

3. usability

Usability on the current site is very challenging. Users can search on non-existent information and end up with blank results making patient acquisition much harder. A new site will address this by focusing on usability of the site and making sure that patients can find the information they need as quickly as possible.

4. organization

The current site’s organization and navigation are overwhelming and confusing. Navigations are both on the left and the top which is not best practice. The new site will greatly improve the user experience by consolidating the navigation to the top and allowing the menus to be mobile friendly as well.

5. modern design

The current website’s design is old and outdated. The new site’s design will leverage the latest design best practices and conform to responsive design for smartphones and tablets. Since the website is such an important part of an organization’s marketing efforts, it’s important to project to your target audience that your brand is up to date and up to the latest standards and technology. An old, outdated website may not give that impression to current and potential customers or clients.

6. modern technology

Your current site uses outdated technology that is no longer widely supported. Outdated technologies are typically harder to support, more costly to support and can be vulnerable to the latest security threats.

7. smart use of information

Visitors will be able to easily find product or service information, hours, phone numbers and contact information. Customer testimonials can displayed on pages with other trust marks to gain confidence of site visitors. 

8. integration

When a website is controlled by a vendor it is much more difficult to make any customizations and integrations. A new site needs to allow easy integration with current technologies that enable and foster a better user experience or collection of data for use in other systems. 

9. performance

A site that is very slow to load is a poor user experience and will be downgraded by Google in search results making your site harder for searchers to find. Internet users nowadays expect up to date, fast and mobile friendly sites. Google prefers sites that load fast as this is part of the user experience they provide their users. So all else being equal, Google will rank faster loading sites higher than the slow poke. An old, outdated site sends a bad message to patients and potential patients. 

10. site management

New content management system technologies enhance site management functionality allowing your IT or marketing department to easily make updates and changes to the site and SEO elements. An up to date CMS will allow for the easy management by leveraging new technologies that result in greater efficiencies.

Some questions to consider:

      • Is the current website a help or hindrance to marketing efforts?
      • Does the current website represent what the brand stands for?
      • Does the current website allow visitors to learn about products and services easily and quickly from any device they are using?

locations

Seattle

The Bay Area

contact

(206) 420-6121
info@thematters.group

hours

Mon - Fri : 8am–6pm PST

Sat - Sun: Closed

developing a winning digital marketing strategy for cannabis businesses

developing a winning digital marketing strategy for cannabis businesses

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 win, core capabilities, and management systems.” – Playing to Win: How Strategy Really Works

When flushed out, the five choices provide a framework that will lead to your custom digital marketing playbook for your cannabis business.

1. what is your winning aspiration?

Every organization has a purpose. What’s yours? The winning aspiration isn’t the same as a mission or vision statement. It is a set of aspirations of what your ideal future will look like for your digital marketing program when your goals have been achieved?

2. where will you play?

Choosing where you’ll compete for digital customers will have a critical impact on resource allocation. Keep in mind attempting to be all things to all possible customers is a losing strategy. Considerations include:

    • In which markets: local, regional, national, international?
    • Which customers: online only, drive in-store purchase, multi-channel?
    • Which channels: search engine optimization vs. social communities vs. paid media?
    • Which device categories: mobile, tablets, or desktop?
    • Which stage of customer:  acquiring new vs. building a loyal base?

3. how will you win?

After determining where you will play for customers, you need to define how you will win. Getting “the win” requires creating value that is sustainable and unique from your competitors. This is why your customers chose you over the competition. If you and your competitors all have websites that have similar looks, offers, or purchase processes you’ll need to set your company apart from the pack.

4. what capabilities must be in place to win?

Capabilities are the collective competencies available to execute specific where-to-play and how-to-win choices. Do you have business analysts, content creators, community managers, SEO talent, paid search experts, web & app developers, graphic designers, digital media planners, strategists, etc. either internal or external to execute? Given what you plan to execute you’ll need the right skillsets available to you.

5. what systems are needed to support the strategic choices?

The old adage of “if you can’t measure it, you can’t manage it” holds true. The systems need to accurately convey if execution of the strategy is on the mark and delivering results. For the digital marketer a good starting point is your website analytics platform. Are you really making use of it to 1) make informed decisions and 2) is it configured to do so? Be honest.

Nearly everyone has Google Analytics installed and 9 of 10 installations we look at only scratches the surface of its capabilities. Dig deeper and explore features which provide insights beyond the basics of impressions and clicks.

In closing the process of developing a winning strategy is an iterative process. There are many components, moving parts and individuals that have valuable insights. Assemble a team that can lend differing perspectives and regularly ask yourself critical questions about how well you’ve developed a digital marketing playbook and if you’re following the game plan.

locations

Seattle

The Bay Area

contact

(206) 420-6121
info@thematters.group

hours

Mon - Fri : 8am–6pm PST

Sat - Sun: Closed