Whether you are a dispensary or a CBD e-commerce brand, having a social media presence as a business in the cannabis and hemp industry is difficult and frustrating to say the least. Not only do you need to create engaging content that goes beyond the ‘best post first’ algorithm, but you also need to navigate cannabis-specific posting guidelines and advertising restrictions.
A last-minute, spontaneous post can easily lead to an accidental breach, and too many of these will result in your account being suspended, or worse yet, a permanent closure. That’s why creating a content calendar can be your best friend in avoiding these annoying breaches and keeping your account tidy. Plus, it will help you manage your time better and stay organized.
Here are some of the other benefits of creating a content calendar:
- Plan ahead for awareness / observation months and days, as well as trending holidays
- Watching a preview can show you the quieter times of the month that are best for you to plan for events that won’t compete for other people’s attention.
- Customize posts by platform instead of spamming all platforms with the same message
- Make sure each platform displays an appropriate amount, neither too much nor too little
So on which platform to publish? We recommend that you choose the platforms that best suit your brand and your goals. While it might seem beneficial to be on all platforms, you can actually waste time and resources on channels that don’t get you any results. Here is the recap for each platform –
|Facebook• Users: 1.79 billion daily active users • Audience: Generation X and millennials • Impact on industry: B2C • Ideal for: brand awareness; The advertisement||Twitter• Users: 145 million daily active users • Audience: mainly millennials • Industry impact: B2B and B2C • Ideal for: public relations; Customer service||Instagram• Users: 500 million + daily active users • Audience: mostly millennials • Industry impact: B2C • Best for: natural-looking media, behind the scenes and user-generated content; The advertisement||LinkedIn• Users: 3 million active users per week • Audience: baby boomers, generation X and millennials • Impact on industry: B2B • Ideal for: B2B relations, business development and job marketing|
|Youtube• Users: 30 million daily active users • Audience: Millennials, closely followed by Generation Z • Industry impact: B2C • Best for: Brand awareness; entertainment and how-to videos||Snapchat• Users: 218 million daily active users • Audience: mainly Generation Z • Industry impact: B2C • Ideal for: brand awareness; The advertisement||TIC Tac• Users: 800 million monthly active users • Audience: mainly, Generation Z, millennials • Industry impact: B2C • Ideal for: visual advertising; brand awareness, user generated content||Pinterest• Users: over 335 million monthly active users • Audience: mainly older millennials and young baby boomers • Industry impact: B2C • Ideal for: visual advertising; inspiration|
If your main focus is B2B marketing, you should focus on LinkedIn and Twitter and use other channels to complement your strategy. On the flip side, if you’re doing B2C marketing, then the world of social media channels is your oyster – pick the ones you think are best for your target demographic and marketing goals.
So what about the actual content? As we mentioned, you need to be careful with what you post, not only the images, but also how you write your captions. For the most part, make sure you don’t post anything that could be viewed as selling or promoting. Instead, try to focus more on educational content and depending on your brand, humorous content. Whatever you decide to post, make sure your content adds value to your audience.
We know it can be overwhelming, which is why we created a social media content calendar template specific to your dispensary or cannabis business. We’ve also included a few topics to help you if you find yourself struggling with writer block.
Read the original article on NisonCo.
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