In the US alone, there were approximately 208 million social media users in 2017, and that number is projected to reach over 220 million in 2022, fueled in part by...
Since there are strict regulations that reduce the options available for digital advertising on vape products, you aren’t able to pay to get ahead on organic searches or to appear on the feeds of popular social media channels. So, whether you’re an e-cig business looking to increase your online presence or a digital marketing agency hoping to add a new industry to their portfolio of expertise, continue reading to learn about how to successfully optimize an e-cig website to market to the masses.
Invest in a search engine optimization service
For those that don’t know, a professional search engine optimization service should include the following elements: website structure analysis, content analysis, website code optimization, onsite content, and other off-page factors. While there is a lot of work that can be done over time with this service, we recommend heavily investing in the optimization of the online store so that it can appear high in organic searches. This would include keyword research and ensuring that all of the content is unique to elevate the shopping experience.
As a starter, here are some popular current keywords for the vape industry:
- electronic cigarettes
- electronic vaporizer
Ensure the company has a Facebook page
Just because the type of vape-related content that can be posted is quite limited, that doesn’t mean that you shouldn’t have a company page to regularly post content and engage with your/your client’s followers. Since it can be challenging at times to come up with posts that boost a brand while following Facebook guidelines on prohibited content, you can consider utilizing this channel as a means of connecting to customer’s hobbies and interests while also maintaining a presence that can be engaging through polls, giveaways, and discussions. After all, just because Facebook may not want to take money to advertise vaping, it doesn’t mean they have banned the discussion altogether.
While you’re at it, be sure to join e-cig related discussion groups as another means of promoting the online shop strategically avoiding an outright promotional post.
There are also Reddit communities for vaping
As another branch of social media marketing, you or your digital marketing team can join a vape-related subreddit to spread awareness of vape culture and perhaps spark a discussion about your flavours or e-cig gear.
Here are some popular forums that are active:
Opt for email marketing
Email marketing remains to be a paramount digital marketing tactic spanning a variety of niche industries. So, whether your business or client is excited about sending informative content or wants to use e-newsletters as a method for offering discounts, you will need to start by building a list and encouraging social followers and current customers to subscribe using their emails.
Whatever digital marketing tactics you use, it’s important to get closer to your audience if you hope to grow your business. Are you ready to speak with a digital marketing agency that has experience working with vape companies?
What other ways have you found success digitally marketing e-cig businesses? Please share your expertise in the comments section below.