Your Guide to Effective Cannabis Marketing

The cannabis industry continues to grow and evolve. To succeed with marketing, you need a dedicated approach to content, SEO, ethics, and brand identity.

Key takeaways

• 18% of the U.S. population uses cannabis at least once a year.
• Segmenting your target audience by type of user, age group, and preferences facilitates more effective marketing. 
• Tell a compelling brand story to connect with people.
• Leverage social media and email campaigns to talk to people where they are. 
• Put SEO best practices in place to help people find you on the internet 
• Use data and insights to drive decision-making.
• Pay attention to changing laws and always prioritize being ethical with ads.

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.

Who is the audience for cannabis?

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:

• Medical versus recreational users: Medical users may require educational content on specific strains and their therapeutic benefits while recreational users are probably more interested in the experience and variety of products.
• Age groups: Tailor your messaging to resonate with the age demographic you’re targeting. For example, older cannabis users in the medicinal category may need content about health and remedy benefits.
• Preferences and methods: Some consumers prefer edibles while others prefer smoking or vaping. Understanding these preferences can help you tailor your marketing campaigns.

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.

Establishing a compelling brand with content marketing

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:

1. Origin story: Share the history of your company, including what inspired its founding and your mission.
2. Values and ethics: Highlight your commitment to sustainability, social responsibility, and education. Show consumers that your brand cares about more than just profits.
3. Personal connection: Create a meaningful connection by sharing your team members’ stories and their passion for cannabis.

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. 

Leveraging social media and email engagement

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.

1. Social media platforms

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:

• Platform selection: Choose the social media platforms where your target audience members hang out. Instagram, for instance, is popular among cannabis enthusiasts for its visual appeal while LinkedIn may be more effective for B2B cannabis businesses.
• Engaging content: Create a content calendar that includes a mix of educational content, product promotions, behind-the-scenes glimpses, and user-generated content. Develop strategies for creating and posting videos, images, and infographics.
• Consistency: Maintain a consistent posting schedule to keep your audience engaged and informed. Respond promptly to comments and messages to foster a sense of community.

2. Email campaigns

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:

• Segmentation: Segment your email list based on factors like purchase history, interests, and engagement level. This helps you send tailored messages to different segments of your audience.

• Educational content: Use email to share educational content like blog posts and articles that address common questions and concerns.

• Promotions and product updates: Keep subscribers informed about new products, promotions, and special offers. Be sure to highlight your products’ unique features and benefits.

• Subscriber list: By building a subscriber list of interested consumers, you can personalize email campaigns with product updates, educational content, and promotions.
• Privacy and anti-spam regulations: These regulations vary by jurisdiction, so stay informed about the specific rules that apply to your business. Generally, compliance involves obtaining consent from recipients, providing a clear opt-out mechanism, and including accurate sender information in your emails.

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. 

How to harness SEO when marketing for the cannabis industry

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:

1. Keyword research: Conduct thorough research to understand what keywords your target audience is using.
2. Meta tags: Craft compelling meta titles and descriptions that incorporate your target keywords. These tags appear in search engine results and impact click-through rates.
3. Headers: Use header tags (H1, H2, H3) to structure your content and make it more readable. Include keywords in headers when appropriate.
4. High-quality content: Create high-quality, informative content that addresses the needs and questions of your target audience. Incorporate keywords naturally and avoid keyword stuffing.
5. Image optimization: Optimize images by compressing them for faster loading times, and use descriptive alt text.
6. Backlink building: Acquire high-quality backlinks from authoritative websites in the cannabis industry. Backlinks are a strong signal of your website’s credibility.

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? 

What about paid advertising?

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. 

Using analytics and data-driven decision-making

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:

• Rely on Google Analytics: This tool tracks essential metrics like website traffic, bounce rate, session duration, and conversion rates. Set up goal tracking to monitor specific actions, such as form submissions or product purchases.
• Conduct a user behavior analysis: Use analytics data to understand how users interact with your website. Identify common pathways, points of friction, and opportunities for improvement.
• Track conversions: Measure the effectiveness of your marketing campaigns by tracking conversions. Whether it’s signing up for a newsletter, making a purchase, or requesting more information, understanding what drives conversions is essential.

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. 

Legal and ethical considerations to know 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:

• Youth protection: Cannabis marketing should not target or appeal to minors. Implement strict age verification measures on your website and in your advertising.
• Health claims: Avoid making unsupported health claims about cannabis products. Be cautious about promising specific health benefits without scientific evidence.
• Responsible messaging: Craft messaging that encourages responsible and moderate consumption. Promote safe usage practices and discourage excessiveness.

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.

Cannabis content marketing made easy

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.