Key Takeaways
- Holistic Visibility Strategy: Cannabis brands must adopt a comprehensive approach to visibility that integrates various marketing strategies, including advertising, earned media, and owned content. Relying on a single strategy is no longer sufficient in a competitive landscape.
- State-Specific Search Trends: Understanding the most commonly searched cannabis terms by state can enhance a brand’s visibility. Tailoring press releases and social media content to reflect these regional preferences can improve engagement and competitiveness.
- Keyword Usage Insights: The article highlights a distinction in terminology based on legality; states with legal cannabis programs tend to use “cannabis,” while those without often use “marijuana.” This insight can inform branding and communication strategies for cannabis companies targeting specific markets.
How should cannabis brands approach their visibility strategy? According to Google search trends, holistically.
The share of voice world is beyond competitive for cannabis brands. Google’s search trends data lend some insights into the challenges for cannabis companies, both cannabis and marijuana brands to stand out. It isn’t enough to expect one marketing or PR lever to do the heavy lifting. Now more than ever it’s important to consider advertising alongside earned media, owned content, and paid content.
What popular cannabis Google search terms do people search for by state?
When considering how to write a press release, or even a social media post, knowing what words are most commonly used in your state can increase your visibility and your share of voice. You can use this information as your secret cannabis PR weapon and stay top of mind against your primary competitors.
This map is particularly useful for cannabis brands confined to a single state. For example, notice how the west coast and upper east coast mirror each other and use the term “cannabis” most intensely, while states without a legal cannabis program (adult use or medicinal) used the term “marijuana” most (Updated June 14, 2024).
How Do Cannabis Search Terms Compare Over Time?
While “marijuana” remains the dominant search term, compared to “cannabis,”, notice when the searches peak, early October and AFTER 420.
Digitally savvy cannabis PR agencies like Avaans Media think about these things when writing anything searchable on the web. And these searches are dynamic which is why it’s important not to rest on your laurels. When creating content or press releases. Press releases in particular are useful for search visibility and they provide a nice SEO boost as well.
Lenna Davis Photography www.lennadavisphotography.com