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HomeWeed to KnowEffective Cannabis Marketing, SEO, and Media Growth Tactics with Lavall Chichester

Effective Cannabis Marketing, SEO, and Media Growth Tactics with Lavall Chichester

Lavall Chichester, the CEO of Growth Skills, is a driving force behind the innovative growth marketing agency based in New York City. His expertise lies in crafting tailored strategies that drive substantial audience and revenue growth for brands. In a recent interview, Lavall discusses the essential components of a successful digital strategy, narrates the compelling story of how Growth Skills developed a high-traffic website targeting cannabis and CBD consumers, and provides valuable insights on integrating growth marketing principles into brands’ online presence.

Dive into the full interview below to gain unrivaled insights into the dynamic world of growth marketing.

Before delving into the realm of cannabis businesses, which industries did Growth Skills previously serve?

Lavall Chichester: Growth Skills has a proven track record of driving success across various sectors, including finance, ecommerce, and healthcare. Our expertise extends to empowering businesses to achieve top rankings in highly regulated or competitive fields such as gambling, sports betting, crypto, and alcohol through strategic SEO and content solutions. For instance, Flavor Fix serves as a gateway to comprehending the cannabis and CBD audience, attracting them to our platform, and facilitating connections with our clients.

What are the common marketing obstacles faced by cannabis industry brands compared to other sectors?

Regulation in cannabis advertising presents a formidable challenge similar to those encountered in pharmaceuticals, gambling, sports betting, alcohol, and Crypto. Notably, the cannabis and CBD industry faces the distinctive difficulty of advertising on prominent platforms such as Google and Facebook. This results in various obstacles, including banned ads for certain products, extensive approval processes, and the requirement for innovative strategies to engage the CBD audience effectively. Furthermore, paid cannabis advertisements are explicitly forbidden on these platforms, with the added concern of shadow bans hindering organic growth.

What unique marketing obstacles does the cannabis industry face?

The primary obstacle faced by cannabis brands lies in the inability to run paid media ads effectively on major platforms such as Google and Facebook. This creates a significant barrier to reaching and engaging potential customers, setting the industry apart from others. However, with the ongoing trend of legalization, changes are imminent. For example, Twitter now allows cannabis advertising, and Google has introduced a program to facilitate such ads. Despite these advancements, the restrictions on paid advertising present a unique opportunity to leverage strategies such as SEO, content marketing, organic social engagement, and email marketing. Embracing these organic methods enables brands to cultivate a niche, highly engaged audience and customer base within the evolving market landscape.

How can cannabis companies measure the long-term impact of their marketing strategies and campaigns using tools or techniques?

Enhance your marketing strategy’s performance by leveraging these powerful analytics tools to gain actionable insights and drive impactful results.

  • Google Analytics 4 (GA4): Supercharge Website Traffic Monitoring
    Leverage GA4 to monitor traffic fluctuations during active campaign periods, optimizing your website’s performance. Transition seamlessly to GA4 to stay ahead of the curve as Universal Analytics phases out, ensuring continuous access to comprehensive data insights.
  • Hubspot: Streamline Lead Nurturing for Enhanced Conversions
    Harness Hubspot’s capabilities to capture and nurture leads, driving email list growth and identifying high-converting content types. Uncover valuable insights to enhance conversion rates and refine your content strategy.
  • SEMRUSH: Uncover Performance-Boosting Keywords
    Utilize SEMRUSH or similar keyword tracking tools to evaluate your content’s search engine rankings. Acquire invaluable data to track performance and refine your strategy for optimal impact.
  • Google Search Console (GSC): Optimize Organic Search Visibility
    Maximize organic performance on Google by utilizing GSC to communicate website changes effectively and monitor vital metrics, including clicks and impressions, for informed decision-making and enhanced visibility.
  • Bing Webmasters Tool: Tap into Untapped Traffic Potential
    Capitalize on Bing’s significant traffic potential by utilizing their Webmasters Tools in a manner similar to GSC. Expand your reach and visibility across multiple search engines to maximize your online presence.
  • Google Data Studio: Centralized Data Visualization for Informed Decision-Making
    Integrate various data sources into a unified dashboard using Google Data Studio, streamlining data aggregation and visualization. Leverage Supermetrics and Zapier to enhance connectivity across different data sources, empowering comprehensive insights and strategic decision-making.
    By harnessing the capabilities of these advanced analytics tools, you can optimize your marketing strategy, elevate performance, and stay ahead of the competition.

The landscape of Search Engine Optimization has undergone significant transformation in recent years. In your perspective, what shines as the pivotal element of a successful SEO strategy in today’s digital environment?

When it comes to SEO, people often make it more complex than it needs to be. In reality, SEO boils down to three essential components:

  • Technical Optimization: Ensure fast loading times, mobile-friendliness, proper page structure, and optimized meta data. ADA compliance is also crucial for enhancing SEO.
  • Quality Content Creation and Consistency: Regularly produce high-quality, diverse content types, such as articles, images, and videos, to establish authority in the eyes of search engines.
  • Building Authoritative Backlinks: Acquire backlinks from authoritative sites within your industry to enhance your website’s Domain Authority and ranking potential.

    In addition, adopting a holistic approach to search is essential, including optimizing your presence on modern platforms like Facebook, TikTok, YouTube, and Amazon.

How essential is it to optimize your Google Business profile for SEO within the retail business landscape? Additionally, what impact do profiles on external platforms like Leafly, Weedmaps, and others have in comparison to Google Business for boosting online presence and search visibility?

To achieve dominance in local searches through Local SEO, it is essential to commence by claiming your Google Business profile and meticulously updating it to ensure precision in your business name, address, phone number, and website, aligning with your website information across all owned locations. Furthermore, each Google My Business profile should intricately link to the respective dispensary or store location page, rather than solely directing to the main domain. Subsequently, proactive outreach is necessary to identify and claim directory pages on various websites, a practice known as Citation Building. A comprehensive approach encompassing both general directories and niche directories, such as Leafly and Weedmap directories, can significantly augment local SEO rankings.

What are the key areas for brands to focus on now to ensure they are strongly positioned for future success?

To boost website traffic and revenue:

1. Get a reputable company for an SEO audit and optimizations.

2. Write engaging articles targeting relevant high-search-volume keywords.

3. Publish at least two brand-aligned articles per week.

4. Partner with a leading cannabis and CBD platform to feature your products and create tailored content for their audience.

5. Expect remarkable growth in traffic and revenue by consistently implementing these strategies over a year.

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