Over the past several decades, public opinion about marijuana has changed rapidly. In 1969, only 12% of Americans believed that cannabis should be legalized. 50 years later, in 2019, 67% of people in the US thought that weed should be made legal.
With more states are legalizing marijuana for medicinal and recreational purposes every year, the type certainly appears to be changing. Have you started a marijuana dispensary or a pot business and are wondering how to stand out from your competition? Let’s take a look at seven cannabis marketing strategies you’ll want to know.
1. Start a Blog
Blogs have become a standard part of digital marketing strategies.
This is because they can help to boost your search ranking, help to make your brand an expert in your industry, bring traffic to your site and turn visitors into leads, as well as help to engage your audience and cultivate an online community.
With something like the cannabis business, there’s a lot of misinformation and confusion out there. If you start a blog, give you the opportunity to set the record straight and help give valuable information to potential customers.
When you offer information that is valuable to readers, they will instinctively see your brand as authoritative and trustworthy. Blogs are not necessarily opportunities to sell your products, but rather to help solidify your brand as a leader in the industry in the minds of your audience.
2. Create Custom Packaging
Humans are fundamentally visual creatures. This means that no matter how amazing your products are, you likely won’t have as much success selling them if your audience doesn’t find the packaging and branding aesthetically pleasing. Creating custom packaging can help your product stand out and attract your target audience.
We have all had the experience of being upsold on a certain product because of superior packaging. You want to make sure that your audience is always drawn to your products over the competitors.
With any business, the goal is to create repeat and lifelong customers. Outside of your website, the packaging for your product is the first interaction point the customers will have with your brand.
The quality of your packaging will send loud and clear messages to your audience about the product they are buying. It’s no accident that “un-boxing” has become such a trend. People are excited to buy new things and try new products and a big part of that experience is the packaging itself.
3. Research Your Market and Consumers
One of the most important things you need to do in order to make your pot business successful is to thoroughly research both your market and your potential customers.
You will likely brand and market your product differently if you are in the medicinal market or if you’re in the recreational market. Depending on your location, also, you might take an alternative branding strategy depending on the social, educational, and other demographic backgrounds of your target audience.
Understanding who your customers is one of the most important things for any business. This is because you want to be able to speak to them in a language that appeals to them and also advertise in the places that they spend time.
4. Advertize in Cannabis Magazines and Non-Mainstream Publications
While public opinion about cannabis has shifted rapidly over the last few decades, it still makes sense to advertise in places where the reader is more likely to be interested in your product. Purchasing advertisements and cannabis magazines can be a great place to start with marketing your company.
Finding mentioned publications that accept cannabis advertisement can be difficult. This is because their business partners often impose restrictions on the types of advertisements that can be run. However, there are plenty of nonmainstream publications that don’t have these restrictions and where you could get your ads published.
5. Create a Brand Personality
For any business, you’ll want to make sure that you create a cohesive, consistent, and appealing brand personality.
The reasons you want to create a brand personality is because it will help your audience identify you and remember you, it will encourage customers to be loyal, and they will see you as more trustworthy.
Your brand personality encompasses everything from your target audience to your aesthetic style. You’ll want to take your desired personality into account when writing the copy for your products and your website.
6. Utilize the Power of Social Media
Social media is an incredibly powerful tool when used strategically as a part of a digital marketing strategy.
This is a place where you can share your blog posts, news, podcasts, pictures, informational videos, and so much more. If you are able to create a successful social media marketing strategy, you will find that people are willingly and excitedly spreading the message of your brand far and wide.
7. Have a Dedicated Website
There is little place in this world anymore for a business but does not have a dedicated website. They website is one of the first things that people look for when they are researching a product, and only having a Facebook page can make your company seem less legitimate.
You want to take the time to create a user-friendly and brand consistent website that helps to promote your company as authoritative and professional.
Cannabis Marketing: Your Branding Is Everything
Cannabis marketing is not something that you want to skimp on. In such a competitive industry, your marketing strategy is everything. Whether you are opening a smoke shop or starting your own pre-roll company, you’ll want to ensure that your branding is on point, consistent, and professional.
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