Posts Tagged marketing

Mainstream Marketing Technology for the Legal Cannabis Industry

legal cannabis marketingFrom start-up companies to big investors, there are things you need to know about this “budding” industry. It’s hard to get the metrics for funding and it’s difficult to grow and expand a business without available reports and statistics to help brand and market your product. Maybe this article will help.

A Short History of Legalized Cannabis in the United States

In 2012, legal medicinal cannabis was finally realized and it should be one step closer to mainstream in 2018 as adults in California, Massachusetts, and Maine marketplaces pick up the pace for normalization of recreational use in America.

More medical marijuana is sold in California than anywhere else in the United States and the addition of legal recreational use is expected to grow the state’s already exploding market to $7 billion a year, according to the Associated Press. They are followed by continually increasing consumer markets in both Colorado and Washington, according to a report from Boulder-based BDS Analytics.

Recreational customers in both Washington state and Colorado increased cannabis product spending a combined 66% since 2015 to reach over $1.5 billion in 2016, and early projections showed yet another huge increase for 2017.

Aside from revenue, legal cannabis will also bring millions of dollars in investments and thousands of new jobs to these states. More than 10,000 people have already been employed in Washington’s legal cannabis economy. [1]

Marketing and Advertising Technology Is Critical to Business

Unlike traditional businesses, legal cannabis faces a unique dilemma. In the last few years, entrepreneurs, executives, and investors had almost no solid information to base business decisions on and had to rely mostly on instinct. “They didn’t have the types of financial information, benchmark data and in-depth market insight necessary to assess the competition, target investments and tackle new opportunities.” [2] But now it’s possible to hire the right marketing and advertising expert to find and filter this data and design, brand, and provide content that is compliant.

This gets around the following issues:

  • The federal government currently doesn’t track the industry and detailed demographic information on jobs, the number of companies or taxes paid is not readily available.
  • Each state approaches the cannabis industry differently. Some provide in-depth data; tax revenue generated, the names of licensed companies, and monthly or annual retail sales, but most states don’t.
  • Entrepreneurs and investors usually find information on their markets by searching for filings and financial statements of publicly-traded companies. The cannabis industry reports that are publicly available are generally unaudited and only represent a small portion of the marketplace.
  • Medical dispensaries are required to operate as non-profit, but their tax returns are not formally recognized by the IRS and are not publicly available.

The Marijuana Business Daily Factbook 2017 conducted a survey showing “investors who have already pumped money into the cannabis industry are planning on putting capital into nearly as many marijuana businesses in 2017 as they have in all previous years combined,” and “investors plan to invest half a million dollars on average in marijuana businesses this year alone.”

A huge number of new businesses entering the cannabis space has raised the level of competition and start-up costs are rising making it even more important to know how to approach the industry, a specific niche or market segment.

Enter Tetrah Marketing

Despite challenges, the industry still requires many of the same goods and services as mainstream companies. A huge number of secondary companies – businesses like Tetra Marketing – have sprung up offering traditional services in line with federal and government regulations and guidelines. Some cater to the cannabis industry exclusively; some serve multiple markets. Tetrah has a separate company for its traditional customers that has served many businesses in both the private and public sectors, including government and military contracts, since 2010. They have access to in-depth information that some of their competitors don’t which gives their clients an edge in their marketplaces.

If you are one of the forward-thinking owners of a cannabis start-up or are an existing company looking to differentiate yourself as you expand locally or across state borders, you will need to navigate an industry that has complex rules to marketing and advertising as well as marketplace data that is hard to find. Investors want to back initiatives using solid financial numbers and information along with an analysis of existing competitors. An analysis of the competition is just one of Tetrah Marketing’s vast array of services for a non-traditional industry; a one-stop shop for all things marketing in the world of marijuana.

  • legal cannabis marketingWeb Design
  • Branding
  • SEO
  • Content Marketing
  • Print Collateral
  • Compliance
  • Workforce Management
  • Insurance

If you are serious about your cannabis business or just want to say hello and ask some questions, fill out a service questionnaire, call Don Klos at 704-491-9504, or email at him at hello@tetrahmarketing.com.

[1] Black, L., 2017. Next Year Will Be Huge for Legal Weed, http://www.thestranger.com/weed/2017/10/11/25458111/next-year-will-be-huge-for-legal-weed?utm_content=buffer9d111&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer

[2] Marijuana Business Factbook 2017: Executive Summary © Copyright 2017, Marijuana Business Daily, a division of Anne Holland Ventures Inc. Marijuana Business Daily, https://mjbizdaily.com/wp-content/uploads/2017/05/Factbook2017ExecutiveSummary.pdf

View this article on LinkedIn too.

Advertisements

, , ,

Leave a comment

The Secret for a Successful Life and Business in 2017

personal and business developmentWe live in an age that loves the peculiar and the original evidenced by reality shows, presidential elections, and entrepreneurial creativity. If ever there was a time to let your unique personality gleam, it is 2017. Your business image can be carried through your exclusive life story to connect with the public on a whole new level of rationale.

Your business identity is securely connected to characteristics of your personality. Think about how you arrived at your current profession and where your passion first derived. Start with the details of what you do and why it is important to your clients.

What led you to develop your expertise and share it with your clients?

What makes you remarkable?

The answers will lead you to the niche that takes the most advantage of your unique personality traits, skills, and innate abilities. Act on this.

Believing in Success

Your customers know why they chose you and you need to listen to the positive comments and feedback as you discuss business. Believe in the image you project to them and repeat it to new clients with confidence. This is how others feel about you and it may be more accurate than your internal view which you have carried with you for most of your life and likely needs an overhaul.

Talk about what you have learned and know about your industry. Make a list of your successes, awards, and achievements and prepare to be amazed. Convey your passion to the media by taking advantage of opportunities to share your story. Thank people who share your praise with friends, co-workers, and clients by maintaining relationships and returning the favor.

Strengthen your story by revisiting it weekly or monthly and watch it evolve with new perceptions as you fine-tune your vision of your business acumen and character. A fresh look keeps it compelling.

Disregard the notion of stepping out of your comfort zone and embrace what comes naturally. Whether attending events, networking in-person, or using social media. Make sure you are relaxed in your environment so others feel at ease with you. Choose the venues that make the most sense and that you are familiar with, using them as often as possible. People simply need to know where to find you. Your social networks are necessary, but you don’t need all of them if you are consistently present and focused in one business initiative at a time.

Everyone is capable of following a pattern, trend, or recipe for success. Dare to determine your own personal direction and see where it takes you. There is an element of fear for many of us in exposing who we are and making changes. Many times, we know what to do but don’t act on it. A new year brings us opportunities to evaluate the best way to make decisions in our life and business image. Take you first step by taking inventory of your special talents, dig deep, and share them with others. There is no one else who can do exactly what you can do…believe it.

happiness in life and business

 

Sources:

Zetlin, M., 2016. 9 Surprising Ways Just Being Yourself Can Make You Remarkably Successful, http://www.inc.com/minda-zetlin/9-surprising-ways-just-being-yourself-can-make-you-remarkably-successful.html

, ,

Leave a comment

Editing: Mission Accomplished

I work hard to be politically unbiased, so please take a look at this announcement as my personal achievement in editing a book that is a relevant topic of discussion in today’s media and the people of our country as well as global interests. This is an editing accomplishment I am sharing with my writing community. My name appears under acknowledgments for editing contribution and is now officially part of my work portfolio.

After two months of combined line editing, proofing, copyediting, sourcing, and the addition of some graphic charts, the book by Brad Thomas, The Trump Factor: Unlocking the Secrets Behind the Trump Empire is now on Amazon and you can purchase it by clicking HERE.

Donal Trump, Trump Factor, book release

The Trump Factor is a must read for anyone interested in what Donald Trump has truly accomplished over 5 decades. The sheer magnitude of the portfolio is compelling. Trump is constantly faced with the complexities of multiple, mixed-use skyscrapers in gateway cities with enormous barriers to entry.

Author, Brad Thomas, had personal access to his portfolio and visited each and every property owned by Trump. If you are interested in knowing what Donald Trump is really worth, you can check the math.

Brad has a real estate investment book being released on Amazon this month also called The Intelligent REIT investor.

If you have a book that needs editing or have a question about the process or costs involved, please leave your information in the form below and I will reply.

 

, , , ,

Leave a comment

Social Media is More Than a Facebook Page

Social MediaSocial Media involves many different sites, individually or connected to each other through links (share buttons) that increase visibility when marketing. What began as a way of personal networking between friends and family are more often being used for business marketing. Each site has special tools for sharing your presence and interacting through conversations and images.

What is it?

Consumers won’t always follow a brand on social media, but they still want to be able to connect when they are ready. Social Media offers a point of contact by making your content constantly available and visible. It is important to find the right platform for your business, give your consumers a reliable place to find you, and create purpose driven posts. Some sites will be more compatible with your specific business goals.

  • Facebook allows companies and consumers to interact by liking a page or post.
  • Facebook and Twitter are great for connecting with brands.
  • Pinterest and YouTube work best for getting information.

How to Use it

Create content that inspires curiosity. Take the time to consider the perfect title to hook your audience and make sure it is relevant to the information that follows. Small paragraphs should contain a sentence that helps transition to the next. Incorporate social share buttons, not only for the convenience of your visitors but also to significantly increase the visibility of your content. If you manage to get some readers, then your content is good and that means some of them will be willing to share your content. They are only going to share if it is easily done in one or two clicks. Don’t make them copy and paste.

Why We Use it  

The purpose of Social Media has become a search for information and entertainment, not promotional pitches. What you really need to do is keep up the conversation with a constant stream of valid and stimulating content. You should be capturing email addresses for future customers by offering free useful tips, relevant downloads, or thought-provoking newsletters. Although your sales may start with activity on social media, the actual sale may not take place there.

Advice for Businesses Ownersanalytics

When introducing your message into social media, use the tools provided as part of the toolset but remember to use the complete function of the platform to get as much out of it as possible. Learn the potential of one platform entirely before adding new ones. A single optimized platform is better than several working at half their potential.

Be the company that monitors your social media complaints successfully. Ignoring them is easy to do, but the backlash from it can create a lasting impact. Protect your reputation by responding and resolving any customer service issues quickly.

References

Constable, K., 2015. 5 Ways for Online Entrepreneurs to Stand Out, http://www.entrepreneur.com/article/241938

Source: Thesocialms.com. 2015. http://blog.thesocialms.com/difference-content-marketing-social-media-marketing-seo/

, ,

28 Comments

12 Aspects of Social Media Marketing

A great social media marketing campaign takes a highly skilled social media manager. If you are handling your own business’ social media and not seeing results, you may be missing key components in the process. Here is what you need to know:

Community

Social Media platforms are your online community and learning to manage it means finding out what they want and need. Provide information and answers that include great content and they will begin managing it for you by spreading the word through User Generated Content (UGC) from repeat “sharers” who visit often. Don’t be repetitive or too general. Share bits of valuable information that equate with quality efforts and honest gestures.

Influencers

Build relationships with colleagues and influencers in your industry. These individuals and businesses want genuine value as well. Offer something they can appreciate or use to encourage reciprocation and trust. Credible business relationships help you reach larger audiences, gain more UGC, and develop your social relevance.

Creativity  Follow us image.pixabay

You need the ability to get creative. New ideas have to be constantly flowing. Run a contest, share fun videos, quick tips and tricks, or inspirational quotes and short stories using combinations of text and infographics. Be aware of what your competitors are doing and see how you can do it differently or better.

Organization

Use a detailed schedule to organize and maintain the flow of materials. Social media dashboards make it easier to schedule during holidays or special circumstances when thinking ahead is necessary and puts everything on one easily monitored dashboard. If you are successfully marketing, you will need to automate due to an even greater need for content and connections.

Adaptability

Learn about as many new technology platforms as possible in case you find one works better for your business or your customers have gravitated toward it. Be flexible and adapt to your audience. If you are among the first to use a new platform, you will gain the advantage on those who didn’t because you were part of a smaller group of initial choices.

Writing

Writing is very important on a business website, blogroll, social media post, or tweet. Headlines are the immediate point of contact and need to pull the reader in swiftly. Online media has to grab attention instantly, hold that appeal, and be skimmed in order to determine value. Short paragraphs, bullet lists, and strategically placed images keep the eyes moving over the material.  Person writing.pixabay

Editing

Content typo’s can be more than just embarrassing. Edit all content carefully especially hashtags and acronyms that normally would appear harmless. Watch out for dual inappropriate meanings or slang on top of general misspellings, poor grammar or word choice. Even deleting these heinous mistakes won’t guarantee there isn’t a digital copy out there somewhere. Check and double check before publishing.

Sales

When sales opportunities arrive, stay consistent. You gently pulled them to you with a carefully built relationship. Let them explain the problem so you can solve it like a trusted advisor. Consumers will change their tune from casual perusal to asking for help. Search social platforms for conversations regarding problems with products and services that your business is prepared to solve. If you are working with a large volume of data, there are tools to help you search.

Empathy

Customers are using social media more for customer service issues. Give polite and professional solutions. There are times when rapid decision-making needs to be made in responses to issues or complaints. You must be confident in making decisions within an hour or two. Have empathy. An unsatisfied customer can reach a large audience with a complaint and rapidly cause irreparable damage.

Results

The only way to know exactly how social media campaigns are working is to look at the data, analyze it, and make needed corrections as you go. Monitoring this information is a constant process covering audience demographics, business growth, engagement with customers, and your posting habits. Guesswork causes complications by costing extra time and money for unnecessary mistakes.

SEO

Search Engine Optimization (SEO) and social media marketing have become inseparable. Keep information relevant and accurately described. Understand keyword usage, link SEO scrabble tile image.pixabaybuilding, header tags, meta tags, URLs, ALT tags, image use, minimizing page loading issues, and using webmaster tools. More details for those aspects can be found here: http://sproutsocial.com/insights/seo-tips-for-bloggers/

Time

Find ways to manage your time and avoid distractions. Set time limits for individual activities before moving to the next. Each task including monitoring trends, scheduling posts, creating new content, sharing and engaging, responding to followers or customers, all have the potential to become consuming on their own. If you can’t contain the individual aspects of a social media marketing effort within the timeframes allowed, you will need help.

It is difficult for one person to do all these skills effectively. A social media manager or a properly developed team could reap extensive rewards. Look into contractors with different skills or hire someone to take on areas you can’t handle on your own.

check mark approved button-151676_960_720

Resource:

Jackson, D., 2016. 13 Must-Have Social Media Skills. http://sproutsocial.com/insights/social-media-skills/?utm_campaign=SproutSocial&utm_medium=social&utm_source=twitter&utm_content=1453219584

, ,

17 Comments

Social Media Impacts the Future of Business

20-social-media-icons  Forty percent of businesses may not exist in the next 10 years by refusing to adapt to social media and its impact on the company and its buyers. Learning how to benefit from social media doesn’t have to be complicated. If you personally can’t bend your mind around it, there are others who can. These people are driven to find the right types of content for your buyers and prospects so you can use your social media activity to find out what triggers your buyers interest, turning them into referral generators and advocates of your enterprise. Your new social media routine takes maybe 30 to 60 minutes a day, but manages to get backed up when it is not your personal priority.

Will 40% of companies die in the next 10 years then? Scribe Syndicate believes Darwin’s classic opinion that only people, companies and industries adapting to the change will survive.

If your company is not serious about change, you need to educate yourself. Find resources and guides that will help speed up your career. Don’t be passive in the race to digital transformation. Finding a social media content writer is a great first step. Scribe Syndicate is geared toward the small business preparing to innovate in this direction. Your competitor is another technology or media guru. Fear of this competitor’s thoughts should drive you to find every conceivable way to better serve your buyers. This doesn’t have anything to do with the size of your business.

Buyers are changing the way they contact and interact with businesses simply because of the ease of access to information. They don’t answer the phone or respond to cold calls or emails as they did before. They want to choose when to find a product or service when it is convenient for them. They will choose to connect with a business that sets its media apart from the rest and makes their experience relaxed and enjoyable. With continuous technological advances, this shift to putting consumers in the driver’s seat will remain.

If you are the leader of your business, you’re busy and have millions of things on your mind. But don’t jeopardize the health of your company. This means digital transformation and a shift from serving business partners first to serving customers first hoping that their success will promote your own in the end. If you believe the customer comes first, start making changes by getting your mind on track and understanding their new buying styles.

Explore further at: Sales for Life

, ,

Leave a comment

Why is social media content so important?

Your buyers have changed drastically in the last few years and it’s not going stop evolving.  Since 57% of the buying decision is now completed before consumers even get to your site, your content is critical in helping them to choose your service over another.  The consumer process and tools have changed and how you sell and connect with your clients must follow. Your role will be incredibly different in the next few years so learn how to create great content today to sway a buyers final choice! It is possible to do this yourself, but if your role as business owner is already consuming all of your time, consider contracting some help. Face it, you can’t do it all and delegating to others with expertise is a wise business decision. Many larger companies have marketing departments to handle this continual stream of research, articles, and blogs to capture their target audience’s attention. Smaller companies have the same need, just on a lesser scale. Take a look at this article to see what you are up against in the social media arena.

Are you Social Selling yet?  See more at: 12 Stats That Prove You Need to Start Social Selling.

graph chart

Why is Social Media Content So Important?

 

, ,

Leave a comment

%d bloggers like this: