Cannabis Content Marketing Case Study For a B2B Ancillary Business in USA

This cannabis B2B marketing case study will show how effective cannabis content marketing combined with an experienced B2B cannabis SEO strategy helped a high-density vertical racking systems provider in the USA increase search engine rankings by 47% and out rank the top industry competitor in less than 12 months! 

Cannabis content marketing for the B2B sector is highly essential and should be the focus for both your sales team and your marketing department because it’s a proven way to increase website traffic and lead generation.

If you work in sales at a cannabis ancillary company you know your prospects are researching online to educate themselves on the products and services they’ll need to grow their business. 

They are also likely doing their due diligence to learn more about your company and your competitors.

That’s why it’s important for your company to work closely with a B2B cannabis marketing agency to become highly visible online, particularly on Page 1 or 2 in search engine results for search queries directly related to your products, services, or brand.

In other words, cannabis content marketing needs to be an integral part of your B2B cannabis marketing strategy.

When your prospects have questions about things like cannabis lab testing, COAs, agriculture equipment, vertical farming technology, grow rooms, warehouse space or anything else cannabis related, they inevitably go to Google or Bing search engines to get answers to their questions.

This is where effective cannabis content marketing comes in. This cannabis B2B marketing tactic is essential to increasing brand awareness and online visibility as well as driving the right traffic to your website at the right time. 

Imagine if your cannabis ancillary company could have your website and content ranked on page 1 on Google search for highly lucrative, informational or transaction-oriented questions or prospects are researching online.

If you implement a successful cannabis content marketing plan, you’ll be able to better compete with, or outrank your competitors for this valuable Page 1 search engine real estate. You’ll instantly increase your website traffic & improve your lead generation from highly qualified prospects.

How Do You Increase Website Traffic & Lead Generation?

So how do you increase website traffic & lead generation? 

This cannabis B2B marketing case study will show how effective cannabis content marketing combined with an experienced B2B cannabis SEO strategy helped a high-density vertical racking systems provider in the USA outrank a top industry competitor and increase their average search engine rankings by 47% in less than 12 months! 

Let’s get into how to improve your cannabis B2B marketing and cannabis content marketing strategy with our SEO program.

The Client

MMI Agriculture is a high-density vertical grow rack manufacturer located in Ellenville, NY. 

They specialize in designing, manufacturing, and installing high-density mobile, vertical grow rack shelving systems for the vertical farming industry. 

Their clients can rest assured knowing that they manufacture and produce nothing but high-quality products that are customized to optimize each and every grow operation.

The Problem

The client desperately needed to increase their brand awareness, website traffic, and lead generation. They had typically relied on word of mouth and had not implemented any digital marketing or digital advertising.

They were not ranking for any high-volume keywords, had minimal website traffic, and didn’t even have Google Analytics installed on their website so there was no historical data for our SEO team to review.

The biggest problem was very low lead generation due to very low brand awareness and website traffic. Word of mouth could only get this company so far. 

The Solution

Our solution was simple. This client needed a comprehensive SEO strategy combined with an effective cannabis content marketing plan.

We proposed the following monthly B2B content marketing tactics:

• On-Page SEO & SEO Copywriting
• Off-Page SEO, Link Building, & Guest Posts
• Page Speed Optimizations
• Cannabis content marketing with 4 x 1500 word SEO optimized Blog articles

The Strategy

From a high-level, our B2B cannabis SEO strategy consists of 4 pillars of SEO tactics:

1. On-Page SEO

• Implement new keyword strategy site-wide
• Optimize all metadata including SEO titles, meta descriptions, image file sizes, image alt tags, as well as schema and structured data.
• On-page SEO copywriting for product & category pages

2. Content Marketing

• Publishing 4 x 1500+ word SEO-optimized blog articles each month
• Sharing all content on social medial platforms

3. Off-Page SEO

• High-quality link building
• Guest posts
• Citation Optimization
• GMB/Google Business Profile Page posts

4. Technical SEO

• Page Speed optimizations
• Regularly fixing monthly SEO errors

Start Date:

• We began to implement this B2B cannabis content marketing and SEO strategy on September 29, 2021.

Our Goals For 12 Months

• Outrank Pipp Horticulture – Top Competitor
• Increase search engine rankings on target keywords by at least 25%
• Rank on page 1 for 10 target keywords
• Increase website traffic by at least 25%
• Increase website engagement by at least 25%
• Increase lead generation by at least 25%

The Results: 47% Increase in Rankings!

Before we get to the results, let’s take a look at the client’s SEO and cannabis content marketing situation on the date we began our engagement.

It’s important to note that this data is BEFORE we started our B2B cannabis SEO marketing and cannabis content strategy.

Average Positions BEFORE Our B2B Cannabis SEO Implementation

Above you see that the industry leader in terms of average search position for the target keywords is Pipp Agriculture, noted by the green line in the chart above.

You can also see our client, MMI Agriculture in the bottom position, noted in blue. 

Note the date in the top right corner in the red box as our start date, September 29, 2021.

The industry leader, Pipp Agriculture is our client’s top competitor and are #1 goal is to outrank this company and capture the traffic & leads that they are getting to their website.

Search Engine Rankings For Target Keywords BEFORE SEO Implementation

The chart above will give you a much better understanding of where this client stood in terms of their online visibility and target keyword rankings when we started working with them.

You can see the target keywords the company wants to rank for on the left side column and where this client ranks for each of those target keywords in the red triangle. 

As you can see, they do not rank for any of the target keywords but their competitors, including Pipp, do rank well for some of the target keywords.

Our B2B cannabis marketing agency clearly had our work cut out for us!

We set expectations with the client that this SEO & cannabis content marketing plan will take time simply because you are starting in last place and want to be in the #1 spot, or at least the top 3.

Now let’s take a look at what appended around 12 months of B2B cannabis marketing and SEO strategy from our B2B cannabis marketing agency!

Average Positions AFTER Implementing Our B2B Cannabis SEO Program

See that blue line way up top and far ahead of all other competitors in the chart?

That proves the success of our cannabis content marketing team! 

That blue line shows where our client is in terms of average position in search for their target keywords as compared to their competitors.

Note the date in the top right corner in the red box as the date of this case study – March 1, 2023. 

Note that Pipp Horticulture is now in second place and our client, MMI Agriculture is now on top, at #1, and outranking Pipp in terms of average position in search results for the target keywords.

Now let’s take a look at the keyword rankings for the target keywords after 12+ months of effective cannabis content marketing.

Search Engine Rankings For Target Keywords AFTER SEO Implementation

The chart above shows you the client’s rankings for the target keywords in the green rectangle as of March 1, 2023.

You’ll notice that all target KWs are on page 1!

You can also see that we are outranking Pipp Horticulture on several high-volume keywords!

With our comprehensive SEO strategy and cannabis content marketing team, we were able to reach or exceed all of our client goals over a 12-month period, including outranking and outperforming the top industry competitor!

Here’s what the data looks like over time. 

Overall Results From Our Cannabis Content Marketing Strategy For B2B

The chart below shows how our B2B Cannabis SEO and content marketing team improved the search positions for our client from September 29, 2021, to March 1, 2023, for our client.

You can see we started at the bottom (blue line) and ended at the top, outperforming all industry competitors!

This works out to a 47% increase in search positions for our target keywords!

The Testimonial/Review From The Client

“I worked with Vee and ColaDigital for almost 2 years and if I could give them more than 5 stars, I would. Vee was extremely accessible and always available. He took the time to explain to me not only what we were doing to drive traffic to our website, but why we were doing it. 

As someone who had a very juvenile and rudimentary understanding of SEO work and online marketing, Vee was patient and thorough in helping me understand the data and the process as a whole, all the while being unable to hide the excitement he gets out of talking about his work. 

He’s like that one teacher whose excitement for Shakespeare is so contagious that you can’t help but be excited about it too.

And while it’s always important to work with people who are as passionate and as informed as Vee, at the end of the day results are most important when working with a marketing agency. 

Vee and his team brought significantly more eyes to our website, which resulted in more opportunities for us to bid on projects. I can wholeheartedly say that our company is in a better place and better standing within our industry due in large part because of the work that Vee and ColaDigital did for us.

If you are looking for a marketing company that cares about their work and their clients, is invested in the success of your business, and is just a blast to work with, then ColaDigital is the choice!” – Don Henke, MMIagriculture.com.

The Client Was Acquired By Grow Generation & Moved SEO In-House

The client was a small family-owned business when we took over.

However, the company along with their online presence grew massively over 12-months thanks to their hard work and our cannabis SEO and content marketing program. This online presence had them acquired by GrowGeneration on January 4, 2022! GrowGeneration is the USA’s largest hydroponic store and organic garden center supplier selling hydroponic supplies, commercial grow lights and more.

As you can expect, there came a time when this client had to move on from our cannabis content marketing and SEO program in order for Grow Generation to bring all their marketing in house. This happened in late February 2023.

What Happened After They Brought Their SEO In-House?

Sometimes bringing cannabis specific SEO in-house is not the best idea.

The graph below shows what’s happened to the client’s online visibility as compared to competitors after they moved on from our cannabis SEO program:

What It Means For Your Brand

If you are a B2B (or B2C) cannabis brand we can help you improve your online presence, brand awareness, website traffic, and online sales with our cannabis SEO and content marketing strategy.

SEO and cannabis content marketing is essential to the longevity of your business because the more high quality content you have on your website, the more qualified visitors you’ll get to your website. This will result in more high quality leads and customers.

Call us today for a free 30-minute consult or contact us via email to request a quote.

We’re Ready To Help You Grow!