Make Google’s Latest Changes Your Secret Digital PR Weapon
Over 15 actionable tips for consumer and DTC brands
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What do Google, your PR, and affiliate networks have in common? They are the spine of your digital reputation. Consumer brands, especially DTC can no longer ignore the realities of how these once distinct digital tactics work together today.
Digital PR is real. And yet, so many PR professionals overlook the realities and intersection of Google and the media. Today’s PR isn’t really complete without Google considerations.
Many of the changes from Google are incredibly exciting for consumer brands. Those brands who understand the changes with more frequent earned media and better search results on owned and paid content like press releases will be rewarded with better search visibility and content stickiness.
Turn your PR into a revenue-generating machine with our actionable insights and tips that your competitors have probably overlooked.
From branded journalism to product reviews, and even press releases, Google’s changes and affiliate networks are essential considerations for any consumer brand that is trying to raise awareness online. These changes even impact your influencer campaigns.
Our easy-to-digest and insightful whitepaper is an at-a-glance resource every time you’re creating content for owned, paid, or earned media.
Meet Dan Serard, Director of Business Development and Strategic Partnerships for Cannabis Creative Group, one of the most respected cannabis marketing agencies in the U.S., Dan has worked there since 2018 and has worked with an impressive 200 cannabis brands.
First, a little background about you:
I started working in the cannabis industry in 2018 and have worked with over 200 different brands! I live in Massachusetts and am originally from the Northeast. I spent some time traveling around the US and landed in Los Angeles for a little while, where I became ingrained in some of the legacy market up in Humboldt county.
When did you first start working in cannabis?
2018, when I started with Cannabis Creative Group.
What were you doing prior to cannabis?
I managed sales teams for health clubs and worked in enterprise sales for a genetic testing company.
Do you sit on any industry boards or associations that you’d like to mention?
I’m a member of Cannabis Marketing Association, Business Owners Hemp and Cannabis Association, and National Association of Cannabis Businesses. I’m also a committee member of the National Cannabis Industry Association’s Marketing and Advertising Committee and Co-Chair of the Education and Content Committee and a member of the Rolling Stone Cultural Council.
What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?
Sales is all about listening to the prospect and learning what really matters to them and how to assist them.
Is there a particular cannabis project you’d like to highlight?
There are many! We have an amazing portfolio [at Cannabis Creative Group].
What’s the biggest misconception cannabis companies have about cannabis branding, advertising, marketing, PR, social media?
Many people think that “if you build it, they will come”, especially dispensary owners.
In your view, what is the biggest cannabis branding/marketing/advertising challenge facing cannabis companies today?
Where and how to advertise!
What will get easier in cannabis PR/marketing/branding and what will get harder?
Easier – other media outlets opening up to cannabis. Television, radio, Google, social media channels, etc.
Harder- Competing on cannabis-specific platforms. If you’re a new business and competing against established businesses that spend much more money on apps like Weedmaps, your money is not spent appropriately.
What can companies do to ease their cannabis PR branding/marketing/advertising challenges?
Take the time, effort and energy to establish a TRUE brand foundation. Not just a logo, but think about your voice, position, messaging, etc. so you can scale that message across all platforms.
In your view, what is the most under-rated tool in the branding/marketing/advertising/PR toolbox for cannabis companies?
SEO!!!! The adult-use market is using search engines, just like any other industry, and if you can’t be found on Google, then you’re going to have a tough time!
In your view, what is the most over-rated tool in the cannabis branding/marketing/advertising/PR toolbox for cannabis companies?
Social media. It is very difficult to track direct ROI from social media. It is great to have but doesn’t correspond to many sales. Also, advertising on cannabis-specific platforms. It is tough to compete with many other cannabis businesses and many consumers in adult markets don’t even use these platforms compared to Google.
What’s the BEST piece of advice you give everyone you work with?
Start slow and grow! Find a niche market that really associates with your brand, grow within that market, then expand from there if needed.
What’s your advice for people who want to get into cannabis marketing/advertising/pr/branding?
NETWORK, NETWORK, NETWORK!!! Get yourself out there to meet people, join groups, and walk a tradeshow. The industry is open to many people, and it’s important to make connections.
Thanks for sharing your insights with us, Dan. How can people get in touch with you?
Hyper growth DTC brands appear to have some things in common. If you’re a DTC brand or the CMO of a DTC brand, the future looks bright. We also wanted to connect a few dots about emerging industries we think are going to be increasingly important.
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Average Order Value (AOV) is a Key Indicator of Hyper Growth DTC
RetentionX has discovered the fastest growing DTC brands have a 55% higher AOV than everyone else. They attribute this high AOV to customer loyalty. Customer loyalty is a holistic and multi-discipline objective.
But this is where DTC PR really shines.
Brand loyalty comes from trust. Trust in the product and trust in the brand values. If you’re the CMO or founder of a DTC brand, customer loyalty is your key KPI for revenue growth. One strategy for increased customer loyalty is premium branding, and PR delivers. According to Morgan Stanley’s research, Apple’s premium DTC branding came through a sustained PR campaign that helped deliver 90% brand retention.
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Voice Search: DTC’s Premier Opportunity
55% of American households own a smart speaker in 2022, according to Juniper research. And according to Navar, slightly more than half of consumers use voice-activated search for things like groceries, and by 2030, the global AI-based and voice recognition market should reach $27.3 billion (insightSLICE).
Voice activation is likely to take advantage of a multitude of signals, just like SEO. A great start, if you haven’t already gotten there, is making sure your product FAQs include “how,” “why,” and “what” questions. The type of questions your buyers are likely to ask in various stages of product consideration.
While you’re at it, look at Google’s Review requirements, because these types of reviews are likely to play into voice search, at least on Google. From a trust perspective, combining your owned content with trusted third-party reviews is a home run. Also, remember the added benefit of media coverage is stickiness – what Google can count on when creating its interpretation of your online reputation, which will undoubtedly play into your voice-activated reputation as well.
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Partnerships For the Win
From collabs to join placement and pop-ups and the metaverse, DTC brands can double their exposure by partnering on campaigns. These campaigns can get a huge amount of lift from PR initiatives like media relations and events.
Forgetting the PR component of these opportunities really misses the chance to secure customer retention and new acquisition. While social media, especially social advertising, is a must-have for DTC brands, DTC brands can look at the PR around partnerships as an opportunity to decouple their dependence on social media.
