The pandemic is pausing a lot of things in our brands, but what we can still do is create effective content for our audience. Here’s how.
The country is slowly going on lockdown, one state after another – and people are very actively following social distancing due to the Covid-19 outbreak. As of now, this is affecting a lot of brands as production is lowering, sales are lowering, and there isn’t really much a brand can do at their workplace right now.
However, as a brand, gaining visibility is one of the most important things in this day and age. Digital visibility is what builds brands – and during this time, when there isn’t anything else you can do with your brand, you can focus on building visibility for your brand.
One of the best ways to gain visibility for your brand is by providing your audience top-quality content to engage them with so that your brand is radiated into them and the next time they’re shopping for a canna-bev, they go ‘yes, this is the brand I want to try’.
Yes, we know creating content can be tough, but that’s what we’re here to help you with. Let’s get into the content train and take a trip on how to create effective content for your cannabis drinks brand.
1. Define your audience
Before you go ahead and create any sort of content, you need to know who your audience is. Who are you selling your cannabis drinks to? Are you targeting a younger generation? Or are you going for the more middle-aged group? It’s important to know your target audience because your content is going to be based around that.
Think about it this way, if you’re targeting a drinker between the ages of 21-30, and you create a video about something to do with the 70s, then they definitely aren’t going to relate. Similarly, if you have an older audience and you create content around a TV show that they probably won’t watch, then your content is going to be of waste as well.
So, the best thing to do is first think of your audience. Who do you want drinking your cannabis beverages? Who is going to be drinking it? And why are they going to be drinking it? This way, you’ll know exactly who to create content for.
• Differentiate your brand
As a brand, to grab an audience, you need to stand out. The only way you’re going to stand out in front of your audience is if you’re offering them something different from other brands out there – especially your competitors.
Your customers don’t want the same Simpsons meme that every second cannabis beverage brand is probably creating. Give them something different. Why is your product different? And how are you going to offer your customers something completely different from other brands? That’s what will catch their eye, and that’s how you will gain visibility – and in turn, higher sales as well.
You want people not only to recognize you, but also remember you – and differentiating yourself from other brands is what is going to help with that.
• Making a mark in the consumer’s eyes
There’s a lot of content going around on the internet, so how are you going to make sure that your content is drilled into your customer’s eyes and mind? How are you going to make sure that they remember your brand out of the hundred posts they saw on social media today?
Show your audience who you are, over and over again, but in different ways. Talk about your products in different ways, you can do podcasts, or product reviews. Tell your brand’s story to your audience. Customers usually relate to a brand through their story. Talk about solutions that your brand can offer. All in all, make your brand prominent in front of the consumer.
In the end, it all boils down to, what can you do to make sure your consumers remember you? Is there something in your logo that is going to stand out? Or is it your messaging?
Here’s how you can make a mark:
Podcasts – people are constantly listening to podcasts right now. Create a podcast for your brand where you tell your story, talk about your cannabis beverages, and engage with your audience. You can even do a q&a on your podcast with your audience.
Blogs – use blogs to leverage traction on your website. Make sure you have a website! Write about your products, do interviews with different people in your brands. You can also write blogs about people talking about your cannabis beverages. Share your success stories. This will make people trust your brand a little more.
Online tastings and reviews – Do an online tasting. Not everyone can come out and taste your beverages due to the pandemic, so do it for them – or get an influencer to do it for you. People listen to influencers and do what they are doing. Taste your drinks in a video, tell your audience how the drink tastes, tell them what they can eat with it, how much they can drink, and how they can drink it. This will make them eager to try out your cannabis beverages.
Infographics – develop infographics about your products, how to drink, what to drink it with. Information is something that customers are always looking for.
• Invest in promoting your content
You’re creating valuable content alright, but if no one is going to see it, then what’s the point?
When you create your content, whether it’s blogs, videos, or anything else, you need to go the extra mile to make sure others can see it.
Allocate a budget for promoting your content on social media. For most people, social media has become a way of life, and if they see your content on their feeds constantly, it’s going to drill into their minds pretty well. So run ads and boosts on social media so people can see your brand.