Founded in 2000 Grasscity.com is one of the largest headshops in the world. While Operation Pipedream was shutting down most of the U.S. headshops, Grasscity was able to continue to send Glass to the U.S. from their operations in Amsterdam. This in part allowed them to grow to the size they are today.
Grasscity contacted Boise Digital because their social media & SEO was under preforming. Despite being one of the largest headshops in the world they had one of the smallest social following & were slowly losing their search placements in Google. With a monthly budget of over $14,000 Boise Digital provided six main services.
1. Marketing & SEO Consulting.
Boise Digital’s relationship with Grasscity started as a consulting client. Their CEO had contacted us on Clarity.fm to discuss digital marketing, specifically social media & digital advertising. We have done at least 80+ hours of consulting in regards to marketing & SEO. In addition we have helped Grasscity regain search placement for important keywords such as “bong”.
2. Management of the Grasscity Magazine.
We were in charge of producing content & growing the magazine. Boise Digital provided between 30-60 articles a month that were optimized both for engagement on social & SEO on Google. The magazine grew from 10,000 page views a month to over 160,000 page views a month during the 6 months we managed it. In addition there was 300% increase in organic keywords.
3. Social Media Marketing.
Social Media Marketing was the largest part of the work we did for Grasscity. When Boise Digital first started doing work for Grasscity, Grasscity had about 60,000 total social media followers. They also had the lowest social engagement out of any of their major competitors. Over an 8 month period Grasscity grew from 60,000 followers to over 200,000 total social media followers. After the completion of our contract, Grasscity had more total social media followers and more total engagement on social media, than any of their major competitors.
Every month, the Grasscity social media organically reaches over 1,500,000 impressions.
4. Influencer Marketing.
The biggest issue that Cannabis companies have is they find it hard to use digital advertising. Things like Facebook & Google ads don’t allow Cannabis advertising so the result is that there are very few options available for a Cannabis company to advertise with. One of the best options that IS available, is Influencer Marketing.
Influencer Marketing is the practice of contacting very large social media pages & asking the owners to promote a brand in exchange for money or product. In a sense, Boise Digital acts like a real estate agent managing these transactions for our clients.
5. Email Marketing.
Boise Digital managed the set up and implementation of email variances for an email marketing campaign with over 500,000 subscribers. This was done on a number of different platforms including Mail Chimp, Amazon AWS + Sendy, and Klavio.
6. PR Campaigning.
Boise Digital ran a small PR campaign for Grasscity. This involved creating a strategy & message then pitching over 200 authors. The end result was a Forbes article and a number of organic backlinks on smaller publications.