Business

This Canadian Entrepreneur Tells Us The Highs and Lows of Running A Successful Hemp Company

Published

4 years ago

November 28, 2021

East of Toronto lies a Canadian hemp company called The Hemp Spot which offers over fifty plus products.

CEO and founder, Jacob Moore started the company in 2018. Moore’s interest in hemp began when he was looking for a healthier protein product that would help with recovery and pain remedy. Moore has an autoimmune disease called Ankylosing Spondylitis, which can cause some of the small bones in someone’s spine (vertebrae) to fuse. This can cause less flexibility and can result in someone having a hunched posture.

His discovery of hemp protein helped with the pain however, he realized there were not a lot of Canadian hemp products readily available. Knowing there might be others who were also suffering from joint pains or who were looking for safer, healthier options to help with recovery, Moore created The Hemp Spot.

“We are your local one-stop-shop for all things Canadian hemp. We have a variety of Canadian hemp products supplied by various Canadian hemp farmers and small Canadian hemp businesses,” said Moore.

Even though Moore found a natural product that would help many Canadians, he faced

numerous obstacles to get his business started. Banks gave Moore a hard time because of the misconceptions and stigmas surrounding hemp. Banks deemed hemp as marijuana. Although growing industrial hemp has been legal since 1998.

“When hemp was grouped in with marijuana it was declared an illegal substance. Slowly people began to ignore the benefits for the environment and for themselves. Till this day many people believe hemp is marijuana and has a high amount of THC,” said Moore.

To clarify, hemp comes from the same species of plant as cannabis however, it has lower levels of tetrahydrocannabinol (THC) compared to cannabis. The first license to grow industrial hemp for commercial purposes in Canada was issued in May 1998. Unlike its sister plant (cannabis) hemp takes around 90-120 days to grow, compared to four to eight months growth time for cannabis.

Moore continues to have problems advertising his company online because social media platforms such as Facebook bundle hemp with marijuana under their advertising regulations. As of 2019, Facebook has made some adjustments to their advertisement laws, which allows hemp companies in the U.S. to promote their businesses, as long as they’re promoting non-ingestible hemp.

“It may say hemp companies can advertise on Facebook/social media but hemp companies (in Canada) like myself are not allowed to promote, even when we try to promote our Hemp Face cloths. I’ve been flagged for selling illegal substances. I wish we were allowed to advertise however, we’re not able to,” said Moore.

Similar to advertising companies, Moore had to prove to banks that hemp was not a marijuana product. Nonetheless, Moore’s resilient spirit has allowed him to mount a thriving business and also to educate the public.

His company has helped many Canadian hemp farmers. Hemp expels four times more carbon dioxide than trees, and helps reduce greenhouse gases in the air. “We want everyone to experience hemp for all that it is; to utilize it as a food supplement, to clothe ourselves, to help transportation grow, and to help shelter families,” said Moore.

Business

The Key Components of a Successful Digital Marketing Strategy

Published

3 days ago

November 16, 2025

Matthew Wiles

In today’s hyper-connected world, a well-defined digital marketing strategy is essential for any business that wants to grow, build brand trust, and stay competitive. Whether you’re a local retailer, an eCommerce business, or a professional service provider, your online presence plays a major role in shaping how your audience perceives you. For example, industries like legal services are increasingly recognising the benefits of specialised digital marketing for law firms to attract and engage clients in an increasingly digital marketplace.

Below, we explore the key components that make up a successful digital marketing strategy—and how to align them with your business goals.

Clear Objectives and Measurable Goals

Every effective strategy begins with a clear understanding of what success looks like. Your goals might include increasing website traffic, generating leads, improving search engine visibility, or enhancing customer retention. Setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives helps ensure that each marketing activity contributes to tangible outcomes.

A Strong Brand Identity

Your digital marketing efforts should reflect a cohesive brand identity that resonates across every channel—your website, social media, email campaigns, and online ads. Consistent visual design, tone of voice, and messaging establish credibility and make your business instantly recognisable.

Search Engine Optimisation (SEO)

SEO remains the backbone of digital visibility. From on-page content optimisation and keyword targeting to technical site health and link-building, SEO ensures your business appears where customers are actively searching. Local SEO, in particular, helps businesses connect with audiences in specific geographic areas—an essential tactic for professionals and service-based businesses.

Engaging Content Marketing

High-quality, relevant content builds authority and nurtures relationships. Blogs, videos, infographics, podcasts, and whitepapers provide opportunities to educate, entertain, and inspire your audience. Great content not only boosts SEO performance but also establishes your brand as a trusted industry leader.

Social Media Engagement

Social platforms allow you to interact directly with your audience, showcase brand personality, and promote your services. The key is to use the right platform for your audience—LinkedIn for B2B engagement, Instagram for visual storytelling, or Facebook for community connection. Regular posting, active engagement, and data analysis are crucial for success.

Paid Advertising (PPC and Social Ads)

Paid campaigns can provide immediate visibility and lead generation, especially when combined with strong targeting and data insights. Tools like Google Ads and Meta Ads Manager allow you to reach specific demographics, remarket to previous visitors, and maximise ROI through ongoing optimisation.

Email Marketing and Automation

Email remains one of the most effective tools for nurturing relationships. Automated workflows can deliver personalised experiences, keeping leads engaged throughout the buyer journey. From newsletters to drip campaigns, consistent and value-driven communication is key.

Data Analytics and Continuous Optimisation

No digital marketing strategy is complete without performance tracking. Tools like Google Analytics, social insights, and CRM data reveal what’s working—and what’s not. Regularly reviewing metrics enables businesses to refine their strategy and continually improve results.

Final Thoughts

A successful digital marketing strategy is more than a checklist—it’s an evolving framework built on research, creativity, and constant learning. When each component works together seamlessly, your business can attract, engage, and convert customers more effectively, while maintaining a powerful and professional online presence.