The industry of cannabis advertising has been amateurish and misdirected up to this point. The landscape of marijuana marketing, however, is set to shift dramatically as a result of modern society’s fast digital development.
Furthermore, COVID-19 makes it easier for companies in this industry, large and small, new and established, with a variety of budgets, to engage in traditional advertising such as television ads or endorsement by prominently displaying their logos at events such as music concerts or sporting events.
In cities where cannabis is legal, marketing efforts can now incorporate outdoor signs. Local regulations, on the other hand, may still restrict specific kinds. Cannabis firms may use digital billboards in a similar way to improve their brand’s visibility in the marketplace.
Aside from that, there are a few more things that may assist you in effectively and cost-effectively promoting your cannabis business. Continue reading for more information.
Understanding the State of Cannabis Marketing
Before you do anything else, it’s a good idea to learn about the present state of marijuana marketing, not just in your region, but in other places as well. You may successfully plan the marketing approach you desire for your company this way.
Marijuana marketers must devise strategies to distinguish their product from the competition and appeal to customers on an emotional level.
However, when they are up against massive corporations that generate addictive items like alcohol or opiates, this may be challenging. The success of cannabis businesses hinges on their ability to come up with a name that connects with consumers on an emotional level while also distinguishing them from competitors.
Some companies, particularly those that wish to distinguish themselves as “good” and some may not be something to do with bad connections with marijuana usage by young people, will benefit from avoiding the use of terms like “pot” or “weed.”
Regulations Related to Cannabis Marketing
There are some limits on advertising and sales that you should be aware of when you advertise your cannabis business. The cannabis business is heavily regulated, with varying federal, state, and municipal limitations on selling cannabis and CBD products.
Not to mention that each advertising network has its own set of regulations, such as Facebook, Twitter, Instagram, and Google. To begin, all cannabis-related marketing or advertisements must only be directed at those aged 21 and over.
Outdoor advertising is also limited, so be cautious about marketing your items on the streets or in public places. Another important point to remember when it comes to cannabis advertisements is that you cannot make any health or medical claims.
How Would You Advertise Your Cannabis Business in Different Platforms?
It might be difficult to advertise your cannabis company on multiple networks since each platform has its own set of rules that you must follow. So, let’s start with Facebook.
Within their Facebook page, companies may build a purchasing experience for their followers. A shopping template is available for business pages, allowing you to link your eCommerce site to Facebook and allow users to shop under the shopping tab and within each post.
You may make product categories depending on style or price range, and you can even run advertisements on individual articles and videos.
Products related to the cannabis business have a difficult time gaining traction on Facebook. Seriously. There are no pictures in the search results for the keywords “cannabis” or “marijuana.” They have a strong policy against advertising, selling, or using drugs or drug-related goods.
Ways to Market Your Cannabis Business on Facebook
If you run a cannabis company page on Facebook, you should be aware that, unlike other companies, cannabis-related sites do not provide paid advertising choices. Organic reach, on the other hand, is feasible.
Using a chatbot or implementing a messenger strategic plan, on the other hand, will ensure that users have a pleasant customer support experience. Consumer buying decisions are influenced by fast reaction times.
Keep in mind that Facebook hasn’t shied away from the potential of video. It enables you to use the system to include a variety of video types and durations. You may also hold a weekly Facebook Live Q&A or any other section to advertise your business.
According to experts, this is a good method to get free publicity while also clearing up some of the misconceptions around the cannabis business and your company. It’s also a clever approach to pique the interest of traditional media outlets searching for cannabis experts’ opinions.
Finally, including a CTA (Call-to-Action) button on your Facebook profile encourages users to share their contact details and email address. Then, to follow up and provide product information, establish an email marketing campaign.
How to Plan Your Marketing Strategy for Your Cannabis Business
Your brand must be created and structured before you can develop a dispensary marketing strategy. When it comes to determining how you will reach your target audience, there are additional challenges because most big platforms do not allow marijuana advertising.
It should be in how you pick material to distribute with your audience for content advertising. As essential as it is to sell your product, educating consumers about the health advantages of cannabis may help lay the groundwork for long-term loyalty and brand positioning.
Furthermore, SEO is critical for any company looking to increase traffic to their website or retail locations. With the increased limitations imposed by larger platforms, SEO is a permissible and legal way to go around the rules. Having your brand appear at the top of a user’s search results can increase engagement and shop visits.
Is Your Website Important?
Of course! The foundation of any marketing approach will be your website. It will be your primary source of leads and sales, especially if you have an e-commerce website.
Many cannabis business websites are either old, poorly designed, or inoperable. This frustrates the consumer, frequently resulting in the loss of a lead/sale and low customer retention rates.
It’s critical to examine your website and its assets before investing time, money, and effort into your marketing plan to ensure you have a good base to work with.
Should You Consider Video Marketing for Cannabis Brand?
Cannabis marketing is a perfect match for video. People are seeking ways to educate themselves on the many goods and their purposes because the business is still in its early stages. What’s a good approach to get folks to learn about your products? Video.
In fact, research suggests that people prefer watching videos over physically visiting a shop to learn about cannabis goods. It’s up to you to meet your consumers on sites like YouTube, where they’re actively looking for this sort of material.
You can build a devoted and qualified following by generating cannabis video content that your audience wants and providing them with important information. Video not only engages your audience and builds brand recognition, but it also integrates nicely with other aspects of your marketing strategy: it’s fantastic content to share on social media, and it may help you rank higher in search results.
Keys to a Successful Marketing Campaign
To be effective, any marketing effort must begin with objectives. A campaign without objectives is akin to tossing marketing content into the ether and praying for the best.
So, while planning your next campaign, consider what you want to achieve and how it fits into your overall business strategy. Of course, content, or ad creative, is at the heart of any marketing effort. When most people think about establishing a marketing campaign, this is usually the first thing that comes to mind.
Always start with your target demographic when creating campaign content for your marketing effort. You’ll have a greater chance of achieving the conversions you desire if you personalize your message to them.
When Do You Need a Cannabis Marketing Agency?
Managing a promotional campaign is a massive effort, and staying on top of the new and evolving advertising standards in the cannabis business is especially difficult. Hiring a cannabis marketing firm is a smart move, but how do you know whether you need one right now?
First, if you haven’t had luck with your marketing techniques, or if you have, but your platform now has much too much content. When rebranding, you may also require the services of a marketing firm. You may also want one if you have recently established your firm and require assistance in attracting clients.
A competent cannabis marketing firm will be well-versed in the many advertising laws, as well as SEO, programmatic, bespoke content, and other related topics. They’ll also have connections with various companies, so you won’t have to waste time determining whether or not a platform is cannabis-friendly.
Final Thoughts
Starting the idea about your cannabis or CBD goods is critical for any weed or CBD brand, whether it’s just getting started or has been around for a while.
You may expand your consumer base, raise brand awareness, and improve sales by knowing what marketing strategies are available to you and how to utilize them to put something together strategy. There are obstacles in this business, but they’re nothing that can’t be overcome with a little study and assistance from a pot marketing company.