Advantages of Working with a Cannabis-Centric Marketing Agency
If you want to get ahead of the competition and stay on the right side of the law, hiring an experienced cannabis marketing agency might be the way...
Key takeaways
The cannabis industry is experiencing unprecedented growth, with an expected value of $40.1 billion in 2030, growing at 14.2% CAGR from 2023 to 2030. As more states embrace cannabis legalization, the market is becoming increasingly competitive, and the legal landscape keeps evolving.
Using effective marketing strategies is vital for cannabis businesses to stand out and thrive. This comprehensive guide gives plenty of insights to help you market your cannabis business successfully while navigating this unique industry.
Cannabis consumers span a wide range of demographics. While many people have the preconceived notion of the typical cannabis user as a young male “stoner” or “pothead,” the reality is quite different.
Cannabis consumers come from various age groups, backgrounds, and walks of life. While younger generations tend to use cannabis more often, 48.2 million people in the U.S. use it at least once a year – that’s 18% of the population.
Segmenting this wider audience is a fundamental concept in marketing. You can segment your cannabis audience based on factors like:
Keep an eye on consumer behavior and trends. Stay informed about emerging sentiments and behaviors, such as new consumption methods, popular strains, and changing attitudes toward cannabis. Adapting your marketing strategies to stay ahead of any developments will help you establish a compelling brand, as will content marketing, which we cover next.
As the cannabis market gets more crowded, having a unique and authentic brand identity is essential. Your brand should resonate with the target audience you’re pursuing, setting you apart from competitors.
Any cannabis brand is more than just a logo and a name – it’s the personality and values that your company represents. Consumers often seek authenticity from cannabis brands they support, so a strong brand identity can be a powerful asset.
One piece of a brand identity is your brand’s unique story. This story needs to resonate with your audience on a personal level, sharing values your audience also holds. Consider the following elements when crafting your brand story:
An effective way to destigmatize cannabis and inform consumers is by creating educational content. You can do this with blog posts, articles, and eBooks discussing health benefits and usage methods. Educational content not only helps consumers make informed decisions but also positions your brand as a trusted source of information.
Incorporate search engine optimization (SEO) techniques to maximize impact. SEO helps boost your online visibility, making it easier for consumers to find your content when they search for relevant information.
By combining a unique brand identity, a compelling brand story, educational content, and effective SEO techniques, you’re on your way to creating a cannabis content marketing strategy that resonates with your target audience.
Two great ways to share your content are through social media and email which we’ll talk about next.
Many cannabis consumers spend loads of time on social media. They also check their email accounts religiously. Let’s talk about how to leverage these two channels for cannabis marketing.
Use social media platforms to connect with your audience, and try to use more than one at a time. Social media platforms offer a powerful way to talk to and listen to your audience and build a community around your brand. Here are tips for leveraging social media effectively:
Email marketing is a valuable tool for staying in touch with your audience and nurturing customer relationships. When crafting personalized campaigns, consider the following five best practices:
Don’t ignore all the perks of social media and email marketing to connect with your cannabis clients. Find people where they are actually spending the most time on their laptops and phones every day. And, help people find you with SEO-optimized content, which we’ll dive into.
All of your online content needs to factor in SEO tactics to get noticed. And as a cannabis business, you really want and need to build your audience.
Start with website optimization. Think of your website as your digital storefront. You need to optimize its content for search engines to increase visibility.
Keyword research is the foundation of effective website optimization. Identify relevant keywords related to your products, services, and industry. Consider using tools like Google Ads Keyword Planner to discover high-traffic keywords with low competition.
Optimize your SEO approach with:
Your goal is to get your content ranked highly on the search engine results pages (SERPs), as users will search for cannabis content and find results there. SEO helps you appeal to Google and other search engines so people can find you.
Helping people find you organically is great (and free) but will incorporating paid advertising boost sales even more?
SEO is organic, meaning you’re not paying to get leads or visitors – they find you online by search. However, many brands invest in paid advertising, too, to be even more effective.
Regarding cannabis marketing, it’s important to understand the advertising restrictions major platforms like Google and Facebook impose, which often prohibit cannabis-related ads. Major advertising platforms like Google and Facebook have strict policies against promoting cannabis-related products and services.
Explore alternative advertising options that cater specifically to the cannabis industry. Platforms like Leafly, Weedmaps, and High Times may offer advertising opportunities that align with your target audiences’ interests. Also, consider content platforms like YouTube, where you can create informative and engaging video content that indirectly promotes your brand.
When engaging in paid advertising, set a clear budget and track your return on investment (ROI). Allocate your budget strategically, focusing on channels and campaigns that show the most promise. Use analytics and tracking tools to monitor the performance of your ads, adjust your strategy as needed, and optimize your spending for maximum ROI. We’ll talk more about this next.
In the world of cannabis marketing, analytics are your best friend. You can use analytics tools to track website traffic, user behavior, and conversions. This data provides valuable insights into the effectiveness of your marketing strategies.
Analytics tools provide a wealth of information about your website’s performance, user behavior, and the success of your marketing efforts. Here are a few ways to harness the power of data:
Data-driven decision-making involves using insights to inform and optimize your marketing strategies. Set aside time for regular data analysis to identify trends, opportunities, and areas for improvement. Based on data insights, adjust your marketing strategies to optimize performance. This might involve reallocating the budget to high-performing channels or refining your messaging.
Speaking of refining your message, let’s dive into the legal and ethical considerations for cannabis marketing.
There are many legal complexities in marketing cannabis products, including federal versus state regulations that vary by location.
Pay attention to what your state and local laws say about cannabis marketing. Stay aware of the legal considerations that apply to your specific location and market, which may change frequently. These regulations can vary, covering aspects such as advertising content, labeling, packaging, and age restrictions.
While some states have legalized cannabis for both medical and recreational use, cannabis remains illegal at the federal level in the United States. This creates a unique legal landscape where state laws may conflict with federal laws. Ensure strict compliance with all relevant laws and regulations. Failure to do so can result in legal consequences, including fines and penalties.
In addition to legal considerations, cannabis marketers must address ethical concerns related to promoting cannabis products. Ethical marketing involves transparency and a commitment to promoting the well-being of consumers and society. Key considerations include:
As responsible marketers, cannabis companies need to support the positive image of the cannabis industry. This includes promoting cannabis as a legitimate and beneficial product when used responsibly. By adhering to legal and ethical guidelines, your marketing efforts will contribute to the industry’s success.
Effective marketing for the cannabis industry is a multifaceted challenge that requires creativity, authenticity, and compliance with evolving regulations. By understanding your audience, crafting a unique brand identity, engaging on social media, and making data-driven decisions, your cannabis business can thrive in this dynamic, competitive landscape.
When you need the content to back your cannabis brand, you need ContentBacon. We work with cannabis organizations to craft tailored marketing strategies and content calendars that deliver the most success.
Download our Cannabis Marketing Guide or contact us to learn more.
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