The cannabis industry is growing by leaps and bounds, and standing out among a tide of competitors can seem like a daunting task.
But like any business, solid marketing can make a brand shine in the eyes of consumers and become their number-one choice, even prompting some to become brand advocates.
Cannabis marketing can be a bit tricky, with regulations and laws making an already difficult task more challenging. But having a good marketing strategy focused on cannabis is a great alternative and perfectly possible.
See our tips on how to launch a cannabis marketing strategy below.
If you want to stand out from the sea of competitors, the first thing to do is define your target market.
Are your products focused on CBD, THC, or new cannabinoids? Are your products focused on consumer wellness, or are they recreational products? A market analysis is critical to the success of any business’s marketing strategy, and the cannabis sector is no exception.
Analyzing the market, you intend to enter, and the target audience you want to sell to is key to knowing how to approach the marketing strategy of your cannabis brand.
Some of the factors to analyze in this specific market are:
Taking care of how your products look and how your customers perceive them is part of a homogeneous marketing strategy.
A reliable, quality, lab-tested product will always be the best endorsement of your brand. If users trust the products, they will trust the brand and vice versa.
Take care of the labeling, how the products are presented, the packaging, and the description, as well as the composition of the product and the ingredients used.
One way to stand out from the crowd is to conduct third-party testing and be as transparent as possible about what is in your product.
Remember that credibly marketing your cannabis products means you have to market your products within the guidelines set by the government. And this means knowing the regulations and policies of the states you wish to operate in.
Cannabis marketing may seem unique, and in some ways, it is. But it’s not very different from the marketing of any other industry, as many believe.
The basic elements of marketing apply to cannabis-related businesses alike. This means considering aspects such as backlinks, SEO, advertising, packaging, and more.
Studying and monitoring the user experience of any e-commerce website is critical to any Internet-based shopping experience.
Examining how the user experiences your website will give you a head start on correcting potential backlinks errors and inconsistencies or simply making the experience more user-friendly.
Other aspects of the user experience involve studying and understanding the following:
The cannabis industry is booming, and competition is fierce. Studying the competition, not to copy them, but to determine what works and what doesn’t, is a way to get ahead.
Identifying business model weaknesses, comparing price points, value-added benefits, and marketing strategies and opportunities for improvement is the key to staying one step ahead.
Last but not least is social media. Anyone who doesn’t have at least one social network today is practically living under a rock.
As you may already know, marketing cannabis through social media platforms is not as easy as it seems, but it is still a great alternative.
The key is not to focus exclusively on product promotion but on creating connections with users by focusing more on your brand, mission, and values rather than your products and price points.
The prohibitions of social networks themselves can make it difficult to create certain types of content and will certainly make it challenging to create paid ads. But a little creativity and having an expert marketing team will take you to the top.