Many traditional platforms do not accept cannabis-related marketing because the sector is relatively young and not yet authorized under federal law. So, where do you go from here? What methods do you use to promote your store or products? The cannabis content marketing is, therefore, a significant concern for any new firm, and it’s also challenging for newcomers heading towards the cannabis market.
Learn About Cannabis And Content Marketing
With the global cannabis market that is expected to reach $166 billion by 2025, many businesses are waiting for public perception to shift and for more ad platforms to adjust their cannabis advertising regulations. Facebook, Instagram, Twitter, and Google have rigorous guidelines or outright bans on cannabis-related product marketing. According to reports, Facebook discussed relaxing prohibitions on cannabis advertising internally but eventually opted against it. Similar limits often apply to legal CBD products and ancillary businesses that don’t sell or handle the plant but happen to be part of the legal cannabis ecosystem.
Cannabis businesses have few advertising alternatives, and most of them are focused on local advertising. They do business in their state and seek to appeal to residents. That implies firms still need a well-developed marketing strategy with enough traffic to reach a large audience inside their geo-targeted area, despite the limitations.
These constraints have fueled the cannabis industry’s innovative marketing efforts. Businesses must be resourceful and relentless in searching for new prospects to present their goods in front of their customers. Finding organic and paid routes to reach your target audience while staying within state constraints is challenging but possible. Cannabis is a smoking business. CBD, medicinal marijuana, hemp and recreational marijuana generate news in every media sector, including politics, finance, health, wellness, cosmetics, and fashion.
Cannabis Industry
While the cannabis sector is constantly growing, marketing the product can be a real pain. This is especially true when using Google Ads and social media ads like Facebook or Twitter. While the cannabis sector continues to grow at a breakneck pace, many businesses are looking for ways to improve their operational efficiency as they scale their businesses. Cannabis companies can increase efficiency, lower sales costs, and maintain quality control by partnering with vertical business vendors who manage manufacturing and processing.
The cannabis industry has been through its fair share of ups and downs. From the Anti-Drug Abuse Act to the “War on Drugs,” it’s been an uphill battle with Congress in the United States alone.
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For ages, Chinese merchants and traders have been purchasing, selling, and consuming cannabis and its many applications. While there have been notable victories as society and government have changed toward a (more) friendly climate, the cannabis sector still confronts considerable challenges in terms of promotion and marketing.
Let’s jump ahead to the digital era.
Cannabis Market Disruption
It’s 2019, and we’re all too familiar with the disrupting industries that have pushed us into a world of instant connection and fulfillment via clicks, replays, and tweets. Analysts foresee a global cannabis economy of $150 billion, with some forecasting $500 billion.
So, why is this nascent business having trouble with digital advertising when other internet retailers have had no problem? As of 2018, 11 states and the District of Columbia had passed legislation allowing recreational marijuana usage. A total of 21 states have passed legislation permitting the limited use of medicinal cannabis products.
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This implies that 19 states have made little to no progress, leaving social media and advertising platforms like Facebook and Instagram to prohibit cannabis-related ads.
It is the best time to offer your services to the cannabis industry, especially for B2B enterprises that supply farming technology, lighting, fertilizer, and other growing and processing equipment—but make sure you do it wisely. There’s a gold rush going on out there, but it’s rife with conflict, government regulations, guidelines, and penalties to be avoided. Just because there are restrictions doesn’t mean the internet landscape for cannabis isn’t greener.
While cannabis-related firms may struggle to break through the pearly gates of sponsored advertising, they can nevertheless succeed by using a variety of marketing strategies:
- Organic social networking.
- Public relations the old school way.
- SEO activities to increase visibility.
Content Marketing For Cannabis
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action,” says Joe Pulizzi, founder of the Content Marketing Institute.
While its objectives are apparent – increase audience and profit – its tactics are more difficult to describe. This is mainly due to the numerous content marketing strategies that a company might employ. While content marketing is beneficial in any industry, it is helpful in the cannabis industry since its unique clientele and legal circumstances make an ideal atmosphere for it.
5 Ways You Can Use For Cannabis Content Marketing
Content marketing can have numerous forms, including blogs, videos, podcasts, social media posts, and emails. Each of these marketing methods has the potential to be successful, but the one you choose depends on your business and target demographic. Ask yourself the following questions while determining which strategy to use:
- Which method do I have the most experience with?
- What is my target market?
- Which goods and services am I attempting to sell?
- Is one channel more likely than another for my target audience to consume my content?
Each strategy has advantages and disadvantages. Let’s look at several alternative possibilities.
1. Podcasting
Making a podcast is an often-overlooked aspect of cannabis marketing, but it’s far more challenging than most people think. Podcasts are a terrific way for cannabis firms to promote their stories and the people behind them, especially in the marijuana sector.
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Cannabis podcasts can be fun to make but think about it carefully before you start recording. Do you want to share a story with us? Perhaps you’d like to tell us about your experience in the cannabis industry. Do you wish to conduct an interview? If that’s the case, consider what kinds of questions you’d like to ask.
The audience can tell when a podcast is underprepared. However, don’t over-prepare, as the intimacy of a podcast is its greatest asset. As an insider’s look at your corner of the cannabis industry, it should be honest and thoughtful.
Production is crucial. Make sure your podcast is well-edited by a professional.
2. Start A Blog
The blogging environment has evolved significantly over the last decade, but it is far from dead. It could be best described as simply being more competitive than before. Your blog can bring you much more visitors and contribute to an increase in cannabis sales if you take a strategic approach to creating blog material.
Creating entertaining and relevant content that appeals to your audience’s interests is the key to producing a successful blog. This is why it’s critical to define your target audience before you start writing your blog.
Your writing style will change depending on whom you’re writing for. Are you addressing your letter to millennials or baby boomers? Are you writing to seasoned cannabis users or newcomers who are concerned? It would help if you also thought about how you’ll share your cannabis content. Options include email, social media, and SMS texting.
Furthermore, SEO (Search Engine Optimization) is essential when producing a cannabis-related blog. The use of specific phrases, length considerations, and header optimization are significant aspects of SEO. You can also utilize software assistants to help you improve your Google ranking when writing your blog.
3. Create Video Content
According to a report, the average consumer will watch 100 minutes of video material every day in 2021. As a result, many cannabis companies include video material in their marketing strategies. Video content creation can be costly, but it can also yield a significant return on investment. Consider it the high-risk, high-reward strategy for cannabis content marketing.
Consider product evaluations or honest moments in your dispensary to keep your video production costs low. It would be best to have a camera and some simple video editing software for these. Videos are an excellent method to set oneself apart from competitors. Engaging content might lead customers to your dispensary instead of another if you already have a cannabis user following.
Social media platforms are a great approach to disseminating your videos because they have many users. On these, you can quickly track your reach and views to increase your chances of going viral. Finally, don’t overlook YouTube, which has the highest number of views on the internet. To increase online traffic, consider adding interviews and how-to instructional films.
4. Email Marketing
Email is a great way to keep in touch with current customers and follow up on leads. Creating a solid client list is the first step in creating a successful email campaign. You may quickly compile a comprehensive and well-organized list using specific software integrations, such as spring big. Customers from the past, present, and future should all be included.
It’s crucial to consider your target while undertaking cannabis content marketing via email. Is your email a mass mailing to your complete mailing list? Is it aimed at a particular segment of your database, such as one-time customers? Are the receivers current cannabis users or first-time users? Is recreational or medical marijuana available at your dispensary? What you include in your email should be based on the answers to these questions.
Next, consider what you want to communicate by email. Do You want it to be a pitch? Do you promote new marijuana products and services? Do you give special deals to email subscribers? Perhaps you’re launching a weekly newsletter. Be careful to outline your objectives ahead of time, regardless of the material.
5. Social Media Posting
Social media posting is an age-old (kind of) method of cannabis marketing that can get you much attention. Being intentional and clarifying your goals are the keys to success here. Although social media is a busy area, with so many users and short trend cycles, every day provides new chances. The first stage is to establish your objectives. Among your goals could be:
- Increasing your website’s traffic.
- Increasing brand recognition.
- Building a community around your marijuana brand and its customers.
- Creating new leads through outreach.
Your cannabis content strategy determines the substance of your posts. Consider your customers and what they could find interesting to view or learn about. To increase engagement, use infographics and visuals.
Also, think about the platform you’re using. If you’re using Instagram, for example, put the visual engagement of your post first. It’s critical to follow the platform’s policies when using social media. While each platform’s restrictions on cannabis vary, it’s better to stay away from photos of cannabis goods, cannabis consumption, or cannabis paraphernalia, as well as direct sales pitches. Take care to read through these policies thoroughly before posting.
Final Thoughts
In this case, there is no simple answer. There is no specific formula for cannabis content marketing and digital marketing success. It’s a new field, so what works for one dispensary might not work for another. Accept the process of trial and error, stay true to yourself and your brand, and try to have fun.
After learning about the benefits of cannabis content marketing, your dispensary can start thinking about including it into your overall cbd marketing strategy. However, remember that it is only one component of a good cannabis marketing plan.
Remember, you want to get your message out there once you’ve developed your foundation and have the suitable material to support your clients as they explore your items.
The most crucial thing to remember is that your content and message must appear in locations your prospects are interested. There’s no point raising brand awareness on Twitter if they’re not on it. Similarly, if you’re not in the places where your prospects spend their time, you’re unlikely to get seen.
