educational marketing

Environmental Content Marketing: Do Marketers shape the Climate Narrative?

Environmental Content Marketing: Do Marketers shape the Climate Narrative?

The bad news, climate change is rapidly evolving; the good news, marketers can use content to make a positive impact.

Though climate change is accelerating at an alarming pace, the silver lining lies in leveraging communications about it as a powerful tool for fostering positive change. But does environmental marketing truly extend beyond promoting products and services? At its core, it undoubtedly does, given its pivotal role in crafting narratives, influencing behaviors, and propelling societal transformation toward enhancing our positive impact.

In an era where climate change commands our undivided attention, marketers are responsible for accurately conveying and advocating sustainable choices and spotlighting companies creating tangible solutions towards mitigating climate change. Recent research highlights the need for marketers to make changes that decrease the environmental impact of a number of industries.

Environmental activism has reached an inflection point, as consumers increasingly demand change from business leaders and corporations.” -Deloitte research 

The Future of Marketing in a Climate-Conscious World

As we move forward, marketers have a responsibility to help consumers and B2B supply chain buyers discern products that shouldn’t exist in a sustainable future and instead educate on green versions of products. In turn, making this emphasis and educating on our spectrum of choices can drive demand for cleaner production processes and reduce carbon emissions​. 

In the future, could there be a virtuous “flippening” where advertising prompts people to choose more valuable, cleaner products with higher standards than cheaper, less sustainable alternatives? If so, marketing will be pivotal in driving this sustainable future flip, where “alternatives” become mainstream. 

Greenwashing and the Role of Environmental Literacy in Marketing

In the quest for success, marketers must have a thorough, scientific understanding of the green products and services they promote, particularly concerning environmental impact. Without this knowledge, people risk misrepresenting, or “greenwashing,” products or services by presenting them as more environmentally friendly than they may be in reality. This can damage a company’s reputation, weaken environmental impacts, deteriorate consumer trust, and even lead to legal consequences for some. 

Marketers, who may not fully understand the scientific aspects of what they are promoting, can sometimes make misguided claims that exaggerate or distort the environmental benefits of their products, resulting in them engaging in greenwashing. This can range from overstating a product’s recyclability to making unsubstantiated claims about its carbon footprint. 

Environmental Literacy | AR Marketing House

Environmental literacy 

It’s great that marketers want to join the green revolution and feel good about the work they’re contributing to; however, careful attention to environmental literacy is crucial in preventing greenwashing. Marketers need to have a sound understanding of environmental science and the impact of products or services on the environment. This knowledge base will enable them to accurately assess the claims made by manufacturers.

Moreover, environmental literacy empowers marketers to ask the right questions and challenge manufacturers and businesses on their claims. Marketers cannot merely take a business’ word for how environmentally friendly their products are. They need to delve into the data, ask for evidence, and understand the methodologies used to calculate environmental impacts.

Environmental literacy involves understanding of environmental issues, materials, chemistry, cultures, biology, LCAs, Impact Reports, scientific studies, business impact, and various industrial processes. Environmental literacy allows marketers to become responsible stewards of the information they disseminate. This responsibility is crucial in an era of increasing consumer awareness and concern about the environmental impact of their purchases. Misrepresentation breaches this trust and hampers the overall movement toward a more sustainable future. The graph below highlights some of the top issues concerning consumers about the environment, according to a Deloitte Study

Environmental literacy| AR Marketing House

The Power of Green Marketing

Effective marketing can play a pivotal role in promoting sustainable products and services. For instance, Quorn’s ‘Helping The Planet One Bite at a Time’ campaign encouraged meat eaters to switch to plant-based products.

 Ariel’s “Every Degree Makes a Difference” campaign strives to enlighten consumers about the advantages of reducing washing machine temperatures and conducting laundry at lower degrees. This educational initiative by Ariel focuses on imparting key information to consumers via a partnership with National Geographic.

Marketers have a significant role in climate change mitigation in the broader context. They can shape consumer demand for sustainability, influence people to buy cleaner versions of products, promote recycling and re-use of items, and steer clear of more harmful products and practices. In doing so, they can help improve circular practices encouraging people to opt for products that lower their carbon impact and helping clean businesses outperform cheap, unbranded, and unsustainable products.

Environmental Content Marketing and Education: A Catalyst for Sustainable Change

In our fast-paced, digital-driven world, the power of information cannot be underestimated. It’s within this sphere that environmental content marketing finds its raison d’être. As a bridge between knowledge and action, it translates complex climate change concepts into relatable and compelling narratives, thus critical in mobilizing sustainability efforts.

Environmental content marketing refers to strategically creating and sharing valuable, relevant content that raises awareness about environmental issues and promotes sustainable practices. It’s not just about pushing products or services; it’s about getting people to talk, possibly altering opinions, and motivating people to do something that could potentially leave a lasting mark.

Education is a cornerstone of this process. 74% of business respondents in a Forrester Survey viewed customer education as necessary, very important, or extremely important to their business’ revenue. The climate crisis we face is complex, and understanding it requires awareness of the problem and a deep comprehension of its causes, impacts, and solutions at our disposal. Educating consumers empowers them to make informed decisions that are better for the environment.

The strategies to achieve these objectives are as diverse as the digital landscape allows. Storytelling, for instance, is a powerful tool that humanizes the abstract, making the climate crisis personal and tangible. It can involve sharing success stories of sustainable practices, visualizing the effects of climate change, or simply narrating the journey of a product from a sustainable supply chain.

Influencers, with their massive followings and persuasive power, can be leveraged to amplify the reach of environmental messages. They can endorse sustainable products, model eco-friendly behaviors, or share educational content about climate change, effectively turning their platforms into catalysts for sustainable change.

Social media has the ability to quickly spread important information around the world and encourage interactive conversations. It breaks down barriers to connecting with people from different countries and facilitates spreading awareness.

In essence, environmental content marketing is more than a promotional strategy. It is an educational tool, a call to action, and a beacon guiding us toward a more responsible future. As marketers, our task is to wield this tool effectively, turning the tide on climate change one informed decision at a time.

Examples of Climate Tech Innovators

Climate tech businesses are taking the lead in the battle against global warming, inventing progressive solutions to reduce carbon release, heighten efficiency, and endorse an unending cycle. Here are five companies making noteworthy strides:

SpringfreeEV, Rivian, Beyond Meat, and Mylo are all companies operating in the climate tech sector, which is dedicated to creating innovative solutions to combat climate change.

Spring Free EV: Spring Free EV is a fintech company co-founded and led by CEO Sunil Paul focused on increasing the adoption of electric vehicles (EVs) by providing innovative financial products. The company’s primary goal is to reduce CO2 emissions by one gigaton by 2030, a mission it seeks to achieve through a new approach to vehicle financing that makes EVs more accessible to everyone.

One of the key products offered by Spring Free EV is the Mileage Purchase Agreement (MPA). The MPA is a financial product that aims to make EVs more affordable by reducing the upfront costs associated with purchasing an EV. Instead of requiring the total cost of the vehicle upfront, the MPA charges a fee per mile of use. This approach could make EVs more affordable and accessible to a broader range of consumers, potentially accelerating the transition to cleaner, more sustainable modes of transportation.

Rivian: Rivian is an American automaker and automotive technology company that produces electric vehicles founded and led by CEO RJ Scaringe. Rivian contributes to the reduction of greenhouse gas emissions, especially by dedicating attention to the large trucks and SUV market, which has needed an EV option. The transportation sector is a significant source of these emissions, and electric vehicles can help mitigate this.

Beyond Meat: Beyond Meat, founded and led by CEO Ethan Brown, is a company that produces plant-based meat substitutes aiming to address the environmental impact of livestock farming. The production of plant-based meat substitutes requires less water and less land. It generates fewer greenhouse gas emissions compared to traditional meat production. 

Mylo: Mylo, founded and led by Dan Widmaier, is a company that produces a leather-like material from mycelium, the root structure of mushrooms. The production of Mylo Unleather is significantly less environmentally harmful than traditional leather production, which is often resource-intensive and polluting. 

In our race against time to mitigate the impacts of climate change, the innovative strides made by these companies are indeed crucial. However, their success in transforming industries and societies hinges on the technologies they develop and how effectively these are communicated and understood by the wider public. This is where the role of marketing, outreach, and education comes in. While marketing can create initial awareness and spark interest in these sustainable alternatives, outreach and education can help deepen understanding, build trust, and drive adoption. 

Education can break down resistance to change by dispelling misconceptions, highlighting benefits, and demonstrating the feasibility of these solutions. By integration of creative tactics and information sharing, we can fully exploit the power of climate technology and pave the way toward a greener world

Shaping a Sustainable Future

As we face the critical challenge of climate change, we must recognize and leverage the power of marketing to promote sustainable alternatives and shape a better future. We can collectively make a significant difference by supporting companies that prioritize sustainability and using our platforms to spread awareness about eco-friendly choices. At A.R. Marketing House, we are leading the way in this regard, leveraging our expertise to help climate tech companies succeed and get their sustainable solutions adopted more widely by offering:

  • Messaging Support: This helps companies fine-tune their value proposition and tell their story more effectively.
  • Raising Awareness with PR: This includes initiating PR or social media programs to increase public awareness of the company’s progress.
  • Web Design: To ensure the company’s online presence accurately reflects its mission and offerings.
  • Digital Marketing and Demand Generation: This involves identifying and reaching the right targets to increase potential customers.
  • Sales Collateral and Sales Enablement: These services focus on boosting sales results by making it easier to have more successful sales conversations and generate increased conversions

A.R. Marketing House has over seven years of experience serving B2B technology companies and has worked with several climate tech companies in diverse areas, from recycling renewable energy equipment to increasing energy efficiency, from circular economy programs to products and services that reduce carbon emissions. We are also a part of the UpCity community of top B2B service providers.

Contact us today to learn how we can leverage our expertise in renewable energy content marketing to meet your business growth needs and increase the adoption to make a measurable impact.

Posted by ARMarketingHouse in Blog
Environmental Marketing 2020: Updates for Sustainable Solutions

Environmental Marketing 2020: Updates for Sustainable Solutions

It’s a new decade, and that means ~3,650 days (minus leap years) of opportunities to make an impact, teach people, influence policy, collect that data you’ve always known was important, develop new research. Above all, it’s a time to make it all matter with some community engagement and marketing.

Marketing for businesses that are working to improve our environment – looks much different than a typical business. It takes commitment to bigger causes and insight beyond common knowledge and misconceptions on environmental topics. It takes environmental expertise, new marketing insights, and the right strategy to see your 2020 impact flourish.

Environmental education-based marketing strategies are rewarded continuously with every update. Here are some beneficial educational content marketing practices to follow and start the new decade off with an inspiring bang.

7 Content Marketing Changes for 2020

Content Marketing WINS as the most robust Marketing Strategy for 2020. For Environmental Companies, this means creating high-quality content to market and be ahead of the curve to keep your momentum going throughout the new decade. Here are 7 Content Marketing updates that you will want to adapt to your 2020 Content Marketing strategy.

Educational Environmental Videos| A.R. Marketing House

#1 Video content will need to bring higher quality 

Hands down, people love video, that’s why popular video platforms are beginning to drop organic reach in favor of increasing ad spend. This means a change-up to how you will want to publish your videos. A great solution is to multicast, release one long video, and chop it up into chapters to be published in unique snippets to each platform you share on. Another strategy is to go live at least one time per month and release the recorded video in snippets tailored to each platform that leads to the larger format video.

Educational Content is King | | A.R. Marketing House

#2 Content that educates will always be king

Educational micro-content is continuing to rise fast as a major strategy that covers many bases at once. Research continues to prove that people want to be the smartest person in the room, and the more they know about your solutions, the more they will be engaged and share that knowledge. Educational engagement turns curious people into leads, solid customers, and, ultimately, loyalists. You want people coming to your business, not just for your market solution but also to learn the significance of your innovation(s). Educational microcontent is extremely valuable and a great long-term strategy for brands promoting environmental solutions.

 

What is educational micro-content?

Educational interactive microcontent and imagery in smaller formats will be the best strategy to focus on for 2020. High-quality, helpful content is what people are responding to the most on social media. This strategy is key to increasing awareness, education, and engagement on your solution; it’s also the very reason A.R. Marketing House was founded 😉. Creating and sharing content that is ultimately educational and interactive will be the marker to success for green business marketing.

Voice Searched Content | A.R. Marketing House

#3 From mobile search to voice search traffic

Search traffic will continue to decline on mobile, 13% to 5% in fact. It’s important to make sure you optimize your website for voice search. This means creating copy that is educational and adding schema markup for your answers to be found by people searching via voice search.

 

Why is mobile search declining?

Alexa and Google Home products are becoming increasingly popular. This means you need to break down your solution effectively, and thus the educational content around it into bite-sized clear and helpful messaging so Google will rank your answers. This means everything for environmental solutions that want to be found. It’s important for your marketing team to always keep this in mind. You will want to hire for the perfect mix of Environmental Expert & Content Marketing Sage. Make sure your team stays well informed and properly educated on your market and your solutions AND environmental reasons the world needs your solution(s).

If your marketing teams could use some support on how to discuss complicated environmental topics in ways people can relate to and learn, we are the only agency that offers this specialty service, and we’re here to help! Remember, we want more adoption of sound environmental solutions, and it’s our mission to help you accomplish this.

#4 Google & Amazon Want your Traffic on their Sites | A.R. Marketing House

 

#4 Google & Amazon want your traffic on their sites

Google and Amazon are competing against each other, and YOU, to get people to stay on their respective platforms. What does this mean for you? It means you’ll want to optimize your website content and blogs to generate preview snippets and, if you have an Amazon Product, increase the content and education on your Amazon page to increase your ranking.

#5 Influencer Reach - at an all Time Low | | A.R. Marketing House

 

#5 Increase influencer reach 

Facebook, Instagram, LinkedIn, and Twitter have all lowered the organic reach of influencer profile pages. This significant decline in reach means that if using influencers is right for your business, it’s time to get creative by leveraging influencer marketing, as the spend in this category will decrease. You can now go after quantity as well as quality.

 

Close Friends on IG | A.R. Marketing House

#6 Leverage “Close Friends” to keep up with Instagram stories’

Leveraging “Close Friends” on IG is a new social hack to communicate directly with your closest followers, influencers, and evangelists to increase reach, sharing, and engagement. This will be the year to really dive into education that will incite likes, shares, and increase your followers as you keep your most valuable players informed. There will also be more ways of enhancing virtual shopping experiences this year.

#7 Gaining Authority by Building Trust copy

#7 Gaining authority by building trust

Google has already updated once in 2019 to rank authority over SEO tricks. The days of keyword stuffing and black hat tricks are over – things we’ve always advised against. Google and search engines make most of their profits from paid advertising. Businesses spent less money on paid advertising in 2019, and search engines and social media want to bump up educational content. Anyone else with less helpful content will be charged a “pay to play” fee if they want to increase their reach. This requires a focus on high-quality content and less on the quantity of posts. Messaging and content need to be fact-based and highly-authoritative while highlighting your expertise. Google will reward the most trusted, well-researched, educational content. HINT: This is fantastic news for environmental companies that are ready to educate through their marketing efforts.

 

Increased content personalization will be very important, as well. This personalization will lead to higher rankings, which is excellent because this falls in line with creating more dynamic content. Personalizing content requires finding out what various groups in your audience are asking, gaining clarity on their needs, and precisely delivering the information they’re looking for. This is how we strategize ranking – by having the most relevant, helpful website sites. Bye, Bye, SEO tricks, and hello to serving people & the planet!

 

Conclusion

We hope these tips for 2020 have confirmed your current strategy is off to the right start. If you don’t yet have an education-based marketing strategy in play for your environmental solution, we’re happy to help your team get on the right track. Make it a monumental decade of growth that impacts our planet for the better.

 

Don’t just make content. Make an impact.

The A.R. Marketing House team is sure that brands that provide products and services with a sustainable mission will bring about infinite success and provide abundance in many forms for the new decade. More than 60 countries have introduced measures to limit single-use plastic waste. This is happening through policy agendas, bans, implementing fines, levies, as refill stations and reuse services become some of the more popular solutions. This knowledge and keeping up with these quick-changing agendas help our clients stay ahead of the curve and make an impact in 2020. We’re unlocking our expertise and have officially added Environmental Marketing Consulting Services and Tailored Environmental Marketing Plans that you can now hand over to your marketing team with specialized A.R. guidance. We want everyone to have access to the marketing tactics it takes to spread the adoption of much-needed Environmental Products and Services in 2020 and beyond, and that takes expertise!

 

Posted by ARMarketingHouse in Blog, Environmental
Education-Based Marketing for Holistic Health: The Industry’s Most Valuable Weapon

Education-Based Marketing for Holistic Health: The Industry’s Most Valuable Weapon

How holistic health clinics and alternative medicine can leverage educational content marketing

The data is in. People are increasingly seeking holistic forms of healing at accelerated rates.

A national survey revealed that the use of meditation more than tripled from 4.1% in 2012 to 14.2% in 2017. In addition, the use of chiropractors has increased from 9.1% in 2012 to 10.3% in 2017. Another study showed that dissatisfaction with conventional medicine was the biggest reason more people preferred the use of herbal medicine.

According to a new report by Grand View Research, Inc., the global complementary and alternative medicine markets are expected to reach $210.81 billion by 2026. The number of people turning to herbal medicine, supplements, and body wellness continues to substantially increase, bringing the subject of alternative medicine to the attention of governments forcing officials to pay attention and implement initiatives. Rising costs of conventional medicine have become increasingly unbearable globally, also creating mistrust and monumental growth in people seeking alternative medicine and health care.

Approximately two-thirds of the population of most developed and developing countries have reported using one form or another of alternative or complementary medicine. Certain countries are moving towards legalization of some alternative medicine and therapies backed with approved clinical data. So why aren’t these healing practices more widely discussed in mainstream news? Whose responsibility is it to educate all of us about our healthcare choices?

 

The Rise of Cannabis Products for Healing

Cannabis legalization is on the rise, and in the U.S. the plant has not been federally legalized, yet we are experiencing states legalizing the use of cannabis for medical purposes as well as recreational use. Some might consider medical and recreational, the same.

The number of people seeking herbal alternatives is also increasing, although complementary and alternative medicine is not yet considered part of conventional medicine. People are not waiting for physicians, pharmacists, and the federal government to catch up.

They are experimenting with alternative remedies, various herbs, and sometimes seeking out herbalists and naturopaths looking for credibility, support, and most importantly, education. While we are in medical credibility limbo, it may be necessary for clinics and professionals of alternative and complementary medicine to take on the huge responsibility of educating. Education is important for everyone, from the end consumer or patient, to local communities, and governments, until all medicine is taken seriously.

The U.S., in particular, remains far behind in this arena, and because of this, there is, unfortunately, a major deficiency in medical research, which means a lack of content, data, and education, leaving the general public and science community ignorant. I don’t know about you, but having an ignorant medical community is frightening, and is likely the reason why more people are self-medicating.

 

Data collection and information sharing

Data collection and information sharing | A.R. Marketing House

The bright side here is that there are solutions. It just takes strategy, consistency, and the initiative to commit to education. This can look like:

  • Herbalists collecting their own data.
  • Cannabis clinics surveying their patients and sharing that insight.
  • Clinics of all types working with the vendors and creators of herbal blends that also participate in data collecting and creating more of a community around data and information.
  • Collecting enough data and creating a plan to disseminate this data strategically and consistently can force the conventional medical community to consider creating their own studies and perhaps listen to people who are already seeking alternative and complementary medicine.
  • Turning to data and analytics will not only help clinics learn about their audience, but will also help audiences learn more about how clinic treatments work.

 

Let’s discuss the holistic health industry’s current needs, then look at some professional cannabis educators, then finish off with some specialty A.R. tips for marketing herbal and holistic health. We can learn how green marketing can amp up your business, whether you operate as a clinic, herbalist, acupuncturist, grower, or as a niche in the industry. Let’s start with a quick definition and dive in.

 

What is Green Content Marketing? Why is green marketing essential for the alternative and complementary industry?

Why should the holistic health industry about incorporating environmental considerations? A.R. Marketing House

Green marketing is a pretty green area of study, no pun intended. There is not an actual set definition; however, A.R. considers education and re-education a vital underpinning of green marketing where people, planet, and profits are all equally important. Products that do not contain a triple bottom line, we believe, should be replaced by products and services that do. The way we do this is through educating audiences; pressuring governments to pay attention to what people are demanding and giving the science community a stronger, more authoritative voice.

 

Green marketing is:

  1. The marketing of products that are presumed to be environmentally safe.

 

  1. (social marketing definition) The development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality.

 

  1. (environments definition) The efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.

 

Why should the holistic health industry about incorporating environmental considerations?

Because our environment has become a grave health concern, there is much to be done in the medical community to make this understanding evident. All holistic medicine must be given full and legitimate studies that also consider environmental factors. If this doesn’t happen, the Western world will continue to have few options to cure illnesses and few options to address our environmental in a genuine, legal way. This separation has already lead to many missed opportunities for improving health and our environment.

 

The need for alternative and complementary health professionals to educate

The growing number of cannabis businesses is shocking, especially to the average herbalists who consider cannabis as another plant in a host of many healing plants. But as the hot new healing plant, cannabis is proving to be very important as more and more research abroad is uncovered, even with the conventional medical community in the U.S. falling far behind. People are looking to herbalists, and now even cannabis dispensaries for answers, advice, and medicine. They’re doing so because they’re starting to see improved health of people with mild and severe illnesses.

 

However, the one thing lacking from this increased interest is coherent education around cannabis. That’s because while clinics are opening in legal states, they are failing to invest in educating their current and potential patients in a meaningful way. And this why we’re seeing so many people self-medicating with herbs and alternative medicine. This is where the huge opportunity comes into play for holistic health and cannabis professionals to deliver quality education, by creating case studies, collecting data and developing a full educational strategy as part of their marketing efforts. It will not only bring cannabis businesses more money; it will force the health industry to grow and put people’s health and the planet at the forefront.

 

Education is what will brand cannabis clinics as must-see industry experts, as opposed to just another dispensary. Focusing on credible educational content allows cannabis professionals to develop expertise, which results in greater reach, an educated client base, increased sales, greater trust, and of course, a greater public image. Let’s look at some examples and then some tips on how to go steps further.

A holistic health hero, Dr. Lakisha Jenkins

r. Lakisha | A.R. Marketing House

Here’s how an herbalist and major dispensary have leveraged education to move the cannabis industry forward to where it is today.

  1. Dr. Lakisha Jenkins. Dr. Jenkins, labeled as The Educator by SF Evergreen, lead the industry as President of the California Cannabis Industry Association. Not only is she an advocate for illness treatment, but she is also an educator for alternative healthcare. Dr. Jenkins is a specialized herbalist finding treatments to assist with cancer, diabetes, high blood pressure, the flu, irritable bowel syndrome (IBS), and much more. She also uses her skill to offer health counseling, classes, and group sessions. You can find Dr. Jenkins taking her education to create an herbal wellness center in Jamaica, educating farmers and businesses. With a beautiful mantra of, “My hope for all of my patients is that they’ll find the peace and serenity that I find when I go to work every day. My therapeutic approach is meant to evoke harmony and wellbeing in each and every one of my clients. I believe in healing and nurturing the mind, body, and soul, and believe that together, we can help obtain optimal health.” You can plan your wellness vacation in paradise here.

 

Harborside Oakland

  1. Harborside Health Center. Harborside occupies the largest cannabis dispensary in the U.S. and focuses heavily on education for families of sick children, veterans, and seniors. Harborside founder Steve DeAngelo also wrote The Cannabis Manifesto: A New Paradigm for Wellness. Check out their abundance of resources; it’s a great place to learn from.

 

 

These two professionals are a great example of how to go about focusing your clinic on treatment and education to stand as a leader and disseminate truth.

 

A.R. Tips for leveraging educational methods.

Leveraging Education for Professional Clinics in Cannabis

What exactly can you do to educate your audience? How can you be influential in uplifting the cannabis industry as a whole?

  • Support an organization. Maybe it’s a PTSD support group, a cancer research organization, or even a person battling an illness that relies on cannabis for treatment. Reach out to them and discuss ways your company can contribute. Have they started a petition? Join their efforts.
  • Add political action to your content marketing efforts. Creating a petition is a way for your voice to be heard and your patients’ voices to be heard by state officials. This is a way to keep you engaged with your audience and patients while creating a community for change.
  • Fulfill your purpose. Let’s say you decided to stand behind a person battling an illness. Why not work with one of your growers to name a strand after this person? You can advertise in your shop that a portion of the proceeds from this particular cannabis sale will go towards supporting this person with medical bills, research, or maybe even something more specific to this person’s illness. This demonstrates your philanthropic efforts while opening the eyes of your customers to how they can also make a difference.
  • Get the stats. As a cannabis business, it is crucial to keep track of your patient’s information. Whether you’re a doctor or you’re selling a product, use what you have (while still maintaining confidentiality) and get the numbers. What is the statistical breakdown of your cannabis patients? Age groups? Illnesses? What are they buying? What is the gap between High CBD and High THC level products? Results?
  • Leverage the Content. As you collect content, share it in all the ways your audience ingests their information. Create an infographic, create videos, create a facebook group for discussions, or Instagram live videos and stories. Consistently survey your audience to find out how they like to receive and engage with content. Facebook, Twitter, Tumblr, Instagram, Pinterest, etc. all serve as potential platforms for putting you and your content out there. Hubspot shared a statistic that said, “Infographics are liked and shared on social media 3X more than any other type of content.” Why is this? Because people WANT to know the numbers. Having access to all this data and not doing anything with it is a huge problem. Use your content to serve as factory seconds data. Because legal cannabis is still so new, you’d be at an incredible advantage if you served as a source for facts, and more importantly, your patients will be healthier, more knowledgeable, not having to self medicate, and you will learn more as well which will grow your practice or clinic. Here’s is an excellent example of an infographic used to spread awareness about cannabis and epilepsy.
  • Stay Consistent. Just because you create one infographic does not mean a multitude of success. I mean, unless it just so happens to go viral, chances are, you are going to need more than just one post to establish your credibility. Create a content calendar so you have a schedule of when your content should be going out. This will help you stay on track, but also gives your audience a better understanding of your posting frequency.
  • Use alternative sources. We love infographics, but there are so many other ways to leverage your data and enlighten your audience. Some of the many sources include creating e-books, blogging, webinars, offering counseling, group classes, etc. Put your content to use in a variety of ways and share what you know.

 

At A.R. Marketing House, we see a tremendous need for educational style marketing, especially in the healthcare industry. Need help with education-based marketing by developing a content-forward strategy? Download our free Data to Content Checklist and start contributing to the much needed educational information on cannabis.

 

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Posted by Carolyn Solar in Blog, Health and Wellness