Cannabis Marketing In The Age Of Marijuana Legalization
Cannabis Marketing In The Age Of Marijuana Legalization
The cannabis industry has been poised for its big break for a few years now, and it looks like the time has finally come. As the laws in many countries change in an effort to harness the exciting benefits of cannabis, the market is about to explode.
Like many big innovations (cough, Apple, cough, Google), it pays to be an early investor in the next big thing. If your business is entering the cannabis industry, there’s one big focus that you’ll need to stand out from the crowd: the best cannabis marketing plan that you can get.
Here we take you through the fundamental concepts of cannabis marketing in particular and even pop in some key tips to help you to grow your brand into a big hitter in the industry. This is the complete guide to cannabis marketing.
Everything You Need to Know About Cannabis Marketing
Marijuana-derived health products are taking the world by storm. We’re here to tell you all about cannabis marketing—what it is, and the best way to get the word out. Whether you’re a dispensary or a distributor, let’s get into the nitty-gritty of cannabis marketing.
You’ve got the product, you’ve got the logistics, but now you just need everyone to know that you exist and that what you’ve got is special. Cannabis marketing is essential in the cannabis industry, as without being seen and connecting with your customers, it’s hard to get market share.
Of course, these days, cannabis marketing and advertising need not break the bank. Social media and digital marketing is a huge boon for small business, allowing even the tightest of budgets to allow for more exposure and brand awareness.
However, if you want a really professional plan to make your cannabis business stand out from the crowd in this competitive market, employing the services of cannabis marketing professionals is the only way to go.
Why is Cannabis Marketing on the Rise?
Cannabis marketing has become incredibly popular in the past few years as it has become increasingly legalized in the United States. The cannabis industry is expected to boom in the coming years, with some studies saying the market could be worth $146.4 billion by 2025!
A focus on marijuana marketing has developed in response to this projected surge in profit, with many a marijuana business popping up, keen to get a piece of the pie.
With a range of savvy businesses in the market, it’s important that if you’re in the cannabis biz as a physical dispensary or an e-store your company puts some time and thought (or enlists an expert) to making some killer marketing campaigns.
Marketing Strategies for Marijuana
When it comes to cannabis marketing and marijuana marketing, it really depends on your specific business as to what’s appropriate. There are different marketing strategies depending on what your goals are, and what suits your cannabis business. When nutting out a marketing plan, it’s a great idea to start with what your goals are and go from there.
Traditional vs. Digital Marketing
Depending on your market, choosing the right mix between these strategies can make a big impact. Let’s look at what each entails.
Traditional marketing can be great for regular companies, but can sometimes be tricky for cannabis companies due to differing regulations for advertising around marijuana in the states. It can also be extremely difficult to track the return on investment through traditional advertising mediums.
Traditional marketing may appeal more to an older target market, which can make it useful if your product or business is geared toward an older customer (for example CBD products). Some strategies which make up traditional marketing are:
This is hyperlocal marketing, targeting customers in an immediate area. These types of ads can often help physical dispensaries to increase their customer numbers and create publicity for a business.
Print ads can be costly and tend to work more effectively in local publications that target geographically. That means you are in the right place for your target customers. Definitely a worthwhile option.
This type of traditional marketing can be tricky, due to legal restrictions on medical and recreational cannabis. It is also very difficult to see how much value or ROI you are receiving from radio or television ads, as they are difficult to track.
This one is linked to both traditional and digital marketing strategies. Advice and opinions from people we trust are super influential in our consumer habits, and this rings true for cannabis products too. Product quality, customer service and a range of other experiences can impact customer opinion.
It’s common now for customers to not only seek out opinions from people we trust but also social reviews online, making this an organic form of marketing both on and offline.
Digital marketing is constantly evolving, so it can be hard to stay on the cutting edge! However, there are some forms of digital marketing that are the bread and butter of many brands. Let’s go through them.
This is the place where you will have full freedom to showcase your brand, your products and to convert visitors to customers. It’s important to make sure your web page is mobile-friendly, as many customers prefer to use their phones for accessing content that they would rather keep private (plus it’s more convenient while on the go).
Ensure your web page has all the important stuff on it: social media links, relevant blog, contact, and address details and so on.
Email marketing is an excellent way to reach customers in a targeted and personal way. Maintaining regular contact with customers can also help you to build your brand.
- Search Engines
Ensuring that your website and all other online content is visible and ranks highly on search engines is helpful to drive visitors to your site, which can lead to conversions.
Intriguing content can help customers to find your site and learn more about your brand. An important part of a marketing strategy.
- Social Media
When most people think of digital marketing, they probably think of social media. Social media is a great way to engage and interact with customers. Focus your efforts on doing fewer channels, and do them well.
Influencers are becoming a real marketing powerhouse in the digital world. The reach of a popular influencer promoting your product or business can be far and extremely motivating for customers, driving purchasing.
Apps are huge news in the marijuana industry. Popular marijuana authority websites have built apps that allow users to find out more information about different marijuana strains, such as CBD and THC content, but also list dispensaries in their area. Great for exposure.
Major Cannabis Marketing Companies
Within cannabis marketing, there are a few major companies that are marijuana experts. Their knowledge of marketing specifically in this niche can be useful in creating social media and advertising campaigns, and advising on content strategy, amongst other things.
If you are a dispensary or online store looking to boost sales, using the expertise of a major cannabis marketing company, while expensive, is very worthwhile.
Cannabrand calls itself ‘the world’s leading cannabis marketing agency’ and offers a full suite of services such as branding and design, public relations and digital marketing.
Cannabis Marketing Lab
One of the leaders in the cannabis industry for marketing, the Cannabis Marketing Lab lays claim to being the first cannabis-specific marketing agency. They offer services like social media management, SEO optimization, and web design.
Canna Ventures has an impressive list of clients, and also offers many marketing services to their clients. Canna Ventures focuses on growing new brands.
4 Blooms can help with all aspects of a cannabis business, right up to point-of-sale. This is a great option for companies who are lacking in the business know-how department.
Using Leafly to Market Your Brand
Leafly is the largest cannabis website in the cannabis industry (and the world!) so they’re a perfect platform for advertising your business.
By signing up and advertising your brand on Leafly, you can reach a huge amount of customers that are there to find the perfect dispensary, making your job a lot easier! Many companies have reported high traffic number that can be directly attributed to listing their brand on Leafly.
How to Find Cannabis Marketing Jobs
With the cannabis industry exploding as it is, and possible legalization of recreational cannabis on the horizon, cannabis marketing is a smart field of business to get into.
To find jobs in cannabis marketing, check job ads boards, or even go straight to the source: apply at one of the big cannabis marketing companies, or offer your services to smaller brands, showing how you could strategize for their target customer.
The Future of Cannabis Marketing
The cannabis industry is about to be blown wide open, so expect to see big things in cannabis marketing in the future! Growing your brand takes work, but it definitely pays off. You don’t want to get left behind, so make as much of an investment as you can to build your brand today.