Cannabis companies are experiencing an uptick in sales, since it’s been deemed an essential service during a time when many were on lock down due to COVID-19. While sales are looking good for many, its important companies stay on top of communications to ensure their business is top of mind for their customers, at all times. And now is actually an ideal time to build customer loyalty and obtain a new customer base.
Additionally, let’s remember that communications is not always directed to the public via PR and media, but also to vendors and employees. Internal communications are just as important as external, especially during uncertain or chaotic times.
Here are 5 communication tips for cannabis companies to keep in mind:
- Keep a steady stream of content pumping. Content is a surefire way to stand out from competitors and keep you front and center in the minds of your customers. Keep it short, simple and educational and don’t distribute too often or your efforts will be wasted because your content will get lost in the shuffle. Make sure the topics you choose is timely, appropriate and will resonate with your audience.
- Distribution is critical. When you have a piece of content, there are a number of ways to get it out. Of course, the traditional ways of email can still effective (especially when tracked with programs like Constant Contact), but don’t underestimate the power of platforms like LinkedIn as well where you can post and engage others in cannabis groups. You can also hold a virtual roundtable or webinar to discuss key industry topics with other cannabis influencers to help bring in participants. Also consider developing a newsletter where you can bundle a few pieces of content together and distribute once a month or once a quarter.
- Internal communication. During the pandemic, so many people across all industries and all departments had questions about the impact COVID-19 would have on their job, the business and overall life in general. As a company leader, people within the organization are looking to you for answers or at least an acknowledgment they are being heard. You don’t need all the answers but short communications to employees, vendors, investors, and partners are essential during uncertain times.
- Know your audience. What you would say to your customers looks very different than your investors, partners and vendors. Don’t use a blanket content strategy to cover all bases. Develop a calendar of topics for each audience and think about what will resonate with each of them the most. Maybe most of your customers are on Instagram while your vendors are best reached on LinkedIn for example. It takes more time and resources, but the results will be worth it.
- Social media remains a necessity. While we know the value of social media for any consumer and product-focused company, now is really the time to have a voice on platforms where your customers are. We know the limitations for cannabis companies on social media but when it comes to content on any platform, you’ll want to stay away from any sales or product pushes and shoot more for educational and compelling. And don’t feel like you always have to use your own content. As long as you reference the source, feel free to post news articles or videos that you find interesting and relevant to your business. Comment about the content you are posting and even ask questions in your social posts to encourage engagement.
Communications comes in many forms and cannabis companies need to make it a priority in order to cut through what is now a very crowded space.
For more information about LTPR communications services, click here.