Rashida
Marketing is a huge hurdle for canna-businesses. Companies in the cannabis industry face many complex restrictions when it comes to advertising, and these restrictions can make it hard to promote your business.
Fortunately, there are many effective and legal methods for advertising your canna-business.
Here’s what you need to know about marketing your business in the cannabis industry.
Laws and Restrictions
Businesses in other industries heavily rely on digital advertising to reach customers. This process is not so simple for businesses in the cannabis industry. Huge digital platforms, like Facebook and Google, do not permit paid ads from canna-businesses. All of the major social media platforms restrict canna-business advertising as well.
Some of the most important restrictions to be aware of include:
- Google ads are not permitted.
- Social media ads are not allowed.
- Billboards cannot contain paid cannabis advertising.
- TV commercials are partially allowed based on the local ordinance and audience.
- Print cannabis ads are allowed to proven audiences over 21 in states that legalize its usage.
Even though Facebook stated it would no longer block marijuana-related searches in 2018, several accounts from marijuana companies are still being deactivated.
Marketing Strategies for Cannabis Businesses
There are still many restrictions for cannabis advertising. While things may change as legalization progresses, it’s important for companies to use the best methods available right now. Here are some alternatives for cannabis businesses to try:
In-Store Promotions
If you have a physical location, use it to your advantage. Whether with digital signage or print signs, you can display promotions in your own store. Make your brick-and-mortar location an immersive experience by displaying your menu, showcasing deals for new/ returning customers, and more.
Loyalty Programs
There’s no better customer to market to than one you already have. Loyalty programs are a great way to encourage repeat visits from customers you’ve already acquired. Offer incentives for returning customers, like small discounts, reward points, or a stamp card.
Organic Social Media Marketing
Paid ads are off the table for social media, but you can still leverage social media for marketing. For canna-businesses, Instagram is a powerful platform that can help you reach your target audience. Since you can’t use ads to push your posts, you’ll have to focus on social media marketing the good old-fashioned way: through excellent content. Post consistently, use relevant hashtags, and share engaging content to attract your target market. Reply to all comments, respond to DMs, and share content that others post about your business.
User-generated content should be a huge part of your social media marketing strategy. UGC is viewed as more authentic and trustworthy than branded content. Encourage people to post about your brand and products with in-store signage and by making it rewarding. Repost UGC, thanking people for sharing. Leave a comment on the original post.
SEO
If you don’t already have one, you absolutely need to create a website for your can business. It’s crucial that your website is search-engine optimized. Since you cannot use Google ads, you must go above and beyond to ensure your website ranks naturally for the important keywords.
SEO is not a magic pill, it’s a set of proven strategies that will help you gain organic traffic. If you do have a storefront, make sure your SEO strategy includes local keywords. In general, SEO must include:
- Keyword research
- Competitor analysis
- Content creation that incorporates relevant keywords
- Image alt tags
- Meta tags and descriptions
- Mobile site optimization
- And more
Content Marketing
One of the most effective marketing strategies cannabis businesses can use is content marketing. Content marketing does not rely on paid ads, and it’s part of a good SEO strategy. The basic idea is to create content that will provide value to your target audience. You can use this content for your website blog, social media platforms, emails, and more.
Through content marketing, you can increase your exposure and industry authority. Answer some of the many questions and confusions people have about the cannabis industry and products, share tips and tricks, provide how-tos, spotlight influencers, and share general health and wellness content.
Using Other Digital Mediums
Most people think of blogs and written words when they hear “content marketing”. A strong content marketing strategy also includes other mediums like videos or podcasts. Expand your content marketing to other digital mediums. Videos are extremely engaging and will help grab peoples’ attention online. You can easily post videos on YouTube, your website, and your social media. Podcasting is also growing in popularity and can be an effective way to legally market your business.
Promoting canna-businesses can be frustrating due to the many laws and restrictions, but there are many great strategies you can still use. Always be sure to first find out the laws and regulations for your location, then try some of the powerful strategies above to market your canna-business!
