Tips for cannabis marketing

Website assessment

For effective dispensary marketing, you must first determine how prepared your dispensary business is. This first step is crucial because you can not build a compelling marketing effort without having a solid foundation to fall back on. You must also determine whether your website is speaking to your audience and if you are supporting their buying journey.

Assessing your website means evaluating whether your design reflects who you are today. Besides, your website must be accessible for every user, meaning your users should not have any issue navigating through your website regardless of the type of device they are using.

You might also want to ensure that your website is optimized for search engines. That way, it can be easier for your target market to find your website and brand when looking for the products or services you offer. Not only that, but your website must capture your visitor’s attention the most.

Several cannabis businesses are also improving their marketing efforts to thrive in this industry. So don’t think that you are the only competitive business out there.

Sales funnel

After assessing your website and ensuring that it is compelling enough to attract visitors, the next thing you need to do is to capture your leads. Take advantage of the number of people who were attracted to your website and capture their contact information. You can use this opportunity to bring potential customers one step closer to your offer.

Marketing actions, such as automated emails, articles, landing pages, videos, and the like, can positively affect your customers’ buying decisions and might even do the selling on your behalf. You can also include relevant and impactful call-to-action statements on your website to encourage them to take the next step in their buying journey.

Social media

Some say that social media is like the minefield of cannabis businesses, mainly because community guidelines and other regulations constantly change almost every day! This is a frightening risk for cannabis businesses since they can never be sure about what is safe to post and what can get their account banned indefinitely.

This is the very reason why most cannabis businesses are discouraged from running paid ads on social media platforms. However, this does not mean that they can no longer make the most out of their social media accounts. In fact, social media is an excellent platform cannabis businesses can utilize to widen their reach and educate their customers about their cannabis products.

• Instagram - even though this platform can be strict on monitoring cannabis-related words or products, many cannabis businesses like to take advantage of the platform because it is image-centered. This means that you no longer have to create wordy content. Instead, a striking and concise caption will do. Besides, you can also take advantage of using hashtags so that your posts can reach hundreds or thousands of accounts that belong to the cannabis community.

• Facebook - aside from Instagram, Facebook is also another great platform to build a community, promote excellent customer service, and educate your followers about cannabis, its uses, effects, and benefits. In spite of the fact that social media platforms are very strict when it comes to cannabis, they do not block or shadowban accounts that focus their content on educating their followers. This is one way you can try to expand your Facebook cannabis community without worrying about getting your account deleted.

• Twitter - unlike the two previous platforms mentioned, Twitter is not nearly as strict when it comes to posting or advertising your cannabis products. In fact, it is one of the best places to market them! The platform works well for dispensaries, farms, marijuana distillation and refinement companies, and bakeries. When promoting your cannabis product on Twitter, you might want to focus on the image that accompanies the tweet. Producing interesting images can quickly draw your customers’ attention and might be worthy of their likes and retweets.

Influencers

Leveraging influencers has always been one of the most effective marketing strategies. Influencers can not only help you grow your cannabis brand’s value but can also boost your ROI. However, increasing your ROI with the help of influencers can be tricky because it can be challenging to identify and partner with appropriate influencers for your cannabis marketing campaigns.

Email marketing

Another effective marketing strategy that your cannabis brand can take advantage of is email marketing. Since promoting and advertising your cannabis brand on social media platforms can be pretty risky, it would be best if you connect with prospective customers on a more personal level.

Sending cold emails to prospective customers allows you to develop personalized messaging that summarizes how your products can benefit them. It will also help you even further if you include a link to your website if your cold email has convinced them to purchase your products. On the other hand, you can include your contact information or a link to book a call with you if they are still undecided about buying but are interested in learning more.

Final Thoughts

Running a cannabis business is challenging, and implementing cannabis marketing strategies is equally tricky. But if you are equipped with the right amount of knowledge, promoting and advertising your brand to social media platforms and other mediums can be quite enjoyable.

However, it is always vital to be mindful of what you advertise, post, and run across digital platforms. Although there are many things to consider, doing them correctly can ensure your cannabis business’s success.