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How To Outrank Your Cannabis Business Competitors

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How To Outrank Your Cannabis Business Competitors

Without a doubt, cannabis is now making its way into the mainstream. The hype and demand mean huge business opportunities for savvy entrepreneurs inclined toward cannabis and marijuana. The chance to make serious money is there, but only when the business is coupled with effective marketing strategies to stand out.

To outrank your competitors, your business should steadily increase in standing yearly, giving you security and footing in the market. The goal should remain the same whether your company operates on a traditional platform or online. However, the sustainability of your business could be threatened if your competitors maintain their current growth rate.

With cannabis earning more hype and popularity these days, there’s no better time to implement measures to outrank your competitors. There are several things you can do to make this possible. Here are some of them:

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  1. Use The Latest SEO Strategies

As with any other business, one can’t turn a blind eye to the effectiveness of search engine optimization (SEO). It still stands as one of the best ways to earn customers online, whether for a cannabis business or not.

With the widespread legalization of cannabis across many states and nations, the boom in the industry is expected to rise even more. Competition in the cannabis industry is bound to heat up as a result of this.

On the other hand, optimizing your SEO is one of the most effective strategies to help your business website rank higher. However, there’s no one-size-fits-all approach, as strategies that worked years ago may no longer be effective.

Hence, it’ll help to consult with SEO experts, agencies, and even SEO-related websites or apps like https://linkflow.ai/cannabis-seo/ to get this right. Trial and error work, too. Once you find the right SEO strategies, implement those as your core focus to make your site rank higher.

  1. Focus On Your Story

Everyone loves a good story, especially a motivational one. If you have a story relating to how your cannabis business started, focus on that to give your company identity. This technique is excellent for small and up-and-coming companies where capturing a wide market poses a big challenge.

Resonating with your potential customers may be what your business needs to stand out from other cannabis businesses. Creating an emotional attachment might work, as it may be easier for the public to remember cannabis brands that tugged at their heartstrings.

For example, did you come up with your dispensary because cannabis helped you battle anxiety? If it’s a story worth telling, incorporate it into every fiber of your brand. You may have long needed this to make your marketing campaigns more effective and competitive.

  1. Be Keen On Your Content Posts

Content is king when it comes to mastering the art of digital marketing. This means your content is everything in this industry. You can post about your business through words, images, videos, or other types of content. The content you post should be well-thought-of, so it can make an impact on your target audience and convince them to purchase from you.

Internet connection has made information accessible to billions of people. And that information is something you have to give through your content. It’s not just about merely writing a blog post about what and who you are as a business, what products you have in store, or where your customers can find you.

It’s about sharing thought-provoking content like the ideas below:

  • What are the best cannabis products and strains for pain relief?
  • Why made you so passionate about cannabis?
  • What new products are you developing, and what do those products do?

These ideas can help you create compelling posts about your cannabis business.

  1. Master All Your Local Cannabis Laws

Your cannabis business can never earn anyone’s trust if you haven’t mastered the local cannabis laws. So, continue learning about them. Given the current level of interest in cannabis, it’s not surprising that the present legal framework may be subject to revision.

Your business will benefit significantly from being abreast of these changes as they can guide your business appropriately. You don’t want your business rivals to get more credibility than you do because that could cut into your revenues.

The Grass Is Greener With Good Marketing

Cannabis businesses, dispensaries, or operators face many hurdles when running their businesses. There’s always the need to get everything right, given all the government restrictions and rules you may have had to comply with.

Overall, the key is to figure out how to achieve consistent growth. On the other hand, slow growth is acceptable as long as it’s stable. When growth is within reach, outranking your competitors will be easy.

 

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Tesla adds another recall to a ‘Total Recall’ year

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Tesla issues a recall on 80,000 cars in China adding another one to a year with a lot of recalls, but most of them are easily fixed with software updates.

 

Earlier this year, NHTSA issued a series of recalls on Tesla vehicles that were highly reported in the media.

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What was less reported, though, is that almost all of those recalls were fairly simple software issues that Tesla has been able to fix through over-the-air software updates.

Whenever there’s a safety-related issue, NHTSA has to issue a “safety recall,” even if the automaker doesn’t have to physically recall any vehicle, which leads to some confusion.

Again last month, a Tesla recall of “1 million vehicles” made many headlines when the recall simply consisted of Tesla changing how its software handled window operations. These instances have led Tesla CEO Elon Musk to complain about the term “recall” and how it is used against Tesla by the media.

Today, Tesla also announced more recalls in China on about 80,000 vehicles.

According to Chinese authorities, the recall includes 67,698 imported Model S and Model X vehicles with a software problem related to the battery pack. Again, the fix is a simple software update.

However, this time there’s also a physical recall due to a seat belt issue on about 13,000 Model 3 vehicles: 2,736 imported and 10,127 made in China.

With now over 20 recalls in 2022, it has been a “Total Recall” year for Tesla – pun intended:

But Tesla is not the only automaker affected by large recalls this year. Ford just confirmed that it is recalling another half a million vehicles due to a fire risk, and many automakers have also recalled millions of vehicles this year.

If anything, the fact that the large majority of Tesla’s recalls are quickly fixed with over-the-air software updates – rather than having to bring the cars back to the dealership like other automakers – shows that Tesla’s level of connectivity in its vehicles is a major advantage in the industry.

It makes for an easier experience for the customers, and it is much cheaper and more efficient for Tesla.

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Flair flight from Vancouver overshoots Ontario runway

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Vancouver couple Charissa Landicho and Mac Bradley just wanted a quick and cheap getaway, but a turbulent landing was not on their itinerary.

“I was definitely in shock because it was an overnight flight. I woke up, just, ‘What’s going on?'” Landicho said.

“We touched down and we could hear a loud thud. And it lifted up and it (went) down again,” she recalled.

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It was a frightening experience for the 134 passengers on the Flair Airlines Boeing 737, which went off the runway just before 6:30 a.m. Friday morning in southern Ontario.

The flight from Vancouver was landing at the Kitchener-Waterloo airport when it overshot the runway and ended up in the grass.

“To me, it felt like we pulled right and then next thing you know, we’re off the tarmac, in the field pretty much, bouncing around, smacking around,” said Bradley.

“We probably went like 50 to 100 metres off the runway,” he continued.

He said their plane tickets cost about $100 each, roundtrip, potentially saving them hundreds by going with the budget airline.

With no announcement or warning, the couple said they were only told to stay put and waited an hour to finally get off the plane.

“It was a little bit questionable because it seemed like nobody really knew what to do on the plane other than just trying to keep calm. So that was a little bit unnerving,” said Bradley.

“And the fact that we just got an automated text after asking us to leave a Google review on our experience was a little satirical,” he added.

In a statement, Flair Airlines said there were no reported injuries and passengers were taken to the terminal by bus.

There is no word on what caused the aircraft to overshoot the runway, but the Transportation Safety Board (TSB) has been deployed to investigate.

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Black Friday impacted by changing shopping habits

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When Shopify Inc.’s Harley Finkelstein surveys November’s retail landscape, he finds it hard to see where Black Friday stops and Cyber Monday begins.

The annual pre-holiday sales blitzes meant to encourage customers to drop cash on discounted goods have bled together in recent years, with stores extending Black Friday promotions beyond a single day and online retailers offering Cyber Monday deals all week — or all month.

“Black Friday/Cyber Monday used to be a weekend, now it’s more of a season,” said the president of the Ottawa e-commerce giant.

Many in the retail industry feel the divisions will be even more hazy this Cyber Monday as the COVID-19 health crisis continues to reshape shopping habits.

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During the pandemic, which saw stores temporarily close and people retreat inside their homes, there was a surge in online shopping.

As measures meant to quell the virus eased, many kept shopping online — but not at the rate some brands anticipated.

“Online shopping grew in popularity, obviously, through the pandemic, but it’s actually fallen off now because people are returning back to the store,” said Lisa Hutcheson, managing partner at J.C. Williams Group, a consulting firm.

“E-commerce spending is actually down year-to-date 11.5 per cent.”

The consumer shift back to brick-and-mortar stores blindsided Shopify, which had banked on online shopping continuing to accelerate at pandemic rates.

“It’s now clear that bet didn’t pay off,” chief executive Tobi Lutke said in a July statement announcing the company was laying off 10 per cent of staff as a result of the misjudgment.

The company’s stock traded for as high as $212 in the past year but has averaged closer to $50 in recent days.

So there’s a lot riding on the Black Friday/Cyber Monday weekend.

“Black Friday/Cyber Monday is sort of our Super Bowl,” said Finkelstein. “The culture and the energy at the company is really high right now.”

Black Friday

A survey his company conducted with 24,000 consumers and 9,000 small and medium businesses around the world found 59 per cent of Canadians planned to spend the same amount as or more than last year on Black Friday and Cyber Monday weekend. That figure rose to 74 per cent for those between the age of 25 and 34.

Finkelstein finds it hard to predict how the weekend will go, though he suspects it will be very different from last year, when the country was consumed with product shortages and the Omicron wave of COVID-19.

“This Black Friday/Cyber Monday seems far less frantic than last year,” he said. “There are less supply chain issues, more physical stores are open, there’s more inventory. There’s better capacity planning at the shipping companies.”

However, there is a new problem: inflation remains stubbornly high.

Michelle Wasylyshen of the Retail Council of Canada says “consumers tightened their belts a little” in recent months but still plan to spend the same as they did last holiday season, roughly $790.

“The difference this year is that they will be looking for more meaningful or practical gifts,” she wrote in an email. “They might also decrease the number of people they buy for or will give fewer gifts per person, but they do plan to shop.”

Finkelstein also foresees a more measured approach.

“They may not buy five things they have mediocre love for. They may buy two things they deeply want,” said Finkelstein.

“And they may also be thoughtful about how they buy … Is there a discount coming? I’ll wait until Thursday night or until Cyber Monday.”

The term Cyber Monday was coined in 2005 by the National Retail Federation, which noticed the Monday after Black Friday had delivered a big spike for online sales and traffic in the prior two years.

“We won’t be seeing quite the same spike that we have in the past,” Hutcheson predicted.

Some of that forecast comes from the stretched shopping window but also because some people are going to stick with their pandemic habits of online shopping.

Moneris is predicting Cyber Monday will be the busiest online shopping day, following a trend set in 2019 and 2020. However, Black Friday is still expected to be the busiest day in terms of total transaction count and dollars spent across all mediums.

Hutcheson said the week will play out as an “omnichannel view.”

Omnichannel is an industry term referring to making shopping seamless across online and mobile platforms as well as brick-and-mortar stores.

Finkelstein likes the term because the retail industry “is no longer online versus offline.”

“Saying omnichannel is a strategy will soon be akin to saying colour TV,” he said. “It is the norm and so consumers are shopping everywhere and everywhere.”

This report by The Canadian Press was first published Nov. 25, 2022.

Companies in this story: (TSX:SHOP)

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