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Learn | 02.22.2023

What Is Lurking And How To Use It In Cannabis Marketing?

Explore the potential of observing online communities for cannabis brands

Cannabis marketing is a rapidly growing field, with more and more companies competing for attention in an increasingly saturated market.

With so many options available, it can take a lot of work to stand out and reach your target audience. This is where ” lurking” comes into play, a concept that can help you take your cannabis marketing to the next level. And we’re not talking about you becoming a stalker, well yes, sort of.

We’ll dive into what lurking is all about and how it can be used to help you succeed in the world of cannabis marketing.

What Is Lurking?

Lurking is the process of observing digital spaces where your target audience is active.

This can include monitoring hashtags, following influencers, and participating in online discussions. The goal of lurking is to understand better your target audience, their needs, and the types of content that resonate with them.

Think of lurking as watching from a distance how your target audience behaves in environments that are similar to the one you want them to identify you with. This allows you to know how your target audience thinks, what they want, and how they interact with brands similar to yours and apply this knowledge in an integrated marketing strategy to your cannabis brand.

What is Lurking Used For?

Lurking in marketing is a marketing strategy used to gain a deep and comprehensive understanding of your target audience.

This allows you to identify trends, and market opportunities, learn more about your audience, and adjust your cannabis-focused marketing strategy.

In addition, lurking can help you build relationships with your target audience by interacting with them and staying top-of-mind as an active and engaged brand.

Can Lurking Be Used In The Cannabis Sector?

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Lurking is an important tool for any cannabis company as it helps them understand their target audience more deeply and holistically.

As the cannabis market continues to grow and become more competitive, brands need to have a deep understanding of their target audience and the types of content that resonate with them. Lurking can help cannabis brands achieve this goal by providing valuable market and target audience insights.

By observing their online behavior and the content they interact with, you can gain valuable insights for your cannabis-focused marketing strategy. For example, you may find that your target audience is more likely to interact with visual elements, such as photos and videos than with traditional text-based content.

In addition, lurking can help you identify trends and new opportunities in the market even before they trend so you can stay up-to-date.

For example, you may discover that a particular strain is becoming increasingly popular or that there is a new trend in the world of cannabis accessories. By staying ahead of these trends, you can position your brand as an industry thought leader and reach your target audience in new and innovative ways.

What Are The Uses Of Lurking On A Cannabis Site?

Lurking can be used in many ways to benefit a cannabis site.

For example, to help you understand the types of content that are most popular with your target audience, such as articles, videos, or infographics.

It can also help you identify new opportunities in the cannabis market, as well as stay ahead of these trends. All of this will eventually position your brand as a thought leader in the industry and reach your target audience in new and innovative ways.

If you want to know how to use lurking in your cannabis marketing strategy, here are some of the main steps:

  • Identify your target audience: The first step to using lurking as part of your cannabis marketing strategy is to identify your target audience.
  • Observe online communities: If you already know who your target audience is, start prowling. Observe where and how this target audience behaves, what networks they use, how they behave on them, what they search for, how they talk, and anything else that comes to mind.
  • Interact with your target audience: Lurking is not only observing, it is also interacting. Seek to engage in genuine and friendly relationships with your target audience.
  • Apply what you’ve learned to your marketing strategy: Use the knowledge you’ve gained to update your cannabis-focused marketing strategy.

Benefits Of Lurking For A Cannabis Brand

Lurking can offer many benefits for a cannabis brand. These benefits include

Better understanding of your target audience: By interacting with your target audience, you can gain valuable information about their needs and interests. This information can be used to craft or update your marketing strategy and help you reach your target audience more effectively.

Increased visibility: Lurking can help you identify new opportunities in the marketplace, and help you begin to be identified as an industry leader.

It is also a way to build relationships with your target audience and better understand their needs and interests and position your brand as a trusted source of information in the cannabis market.

Competitive advantage: Lurking can provide valuable information about the activities and strategies of competitors in the cannabis industry. This information can be used to inform a brand’s own marketing strategies and gain a competitive advantage.

Better content creation: By looking at the types of content that resonate with the target audience, a cannabis brand can create more effective and engaging content for its customers.

By using lurking as part of your cannabis marketing strategy, you can reach your target audience more effectively, increase your visibility and build a successful cannabis brand.

Herbworthy: PAX Era


Melissa Jaramillo

Herbworthy: Gary Peyton Feminized Seeds By OG Seeds


Melissa Jaramillo


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