Digital Marketing For The Cannabis Industry
HOW TO NAVIGATE STATE-BY-STATE REGULATIONS WHILE EXPANDING WITHIN THE BORDERLESS ONLINE SPACE.
Digital marketing for the newly legalized (and regulated) cannabis industry presents many unique challenges.
On the one hand, we’re at a unique point in history where a completely new industry is being integrated into a state’s economy. Creating new jobs, opportunities, and innovations within the formerly black market ecosystem.
On the other hand, companies that rise early from this fresh soil are limited by not being able to cross state borders with their product. These restrictions are even harder to maintain giving the free-flowing style of digital branding.
Our History With The Cannabis Industry
Multiple members of our team have had direct experience working within the cannabis industry. We’ve worked with companies to launch new brands, produce content, and develop their SEO presence.
With each of these strategies, our team has developed a unique know-how to combine our digital knowledge with the unique (and quasi-legal) challenges within marijuana.
Best Digital Strategies For Cannabis Companies
STRICT REGULATIONS ON PAID ADVERTISING & SELLING ACROSS STATELINES REQUIRE INNOVATION AND INGENUITY ON THE DIGITAL FRONT. THAT'S WHERE WE COME IN.
The cannabis community is expanding faster than we've seen any industry grow since the alcohol industry in 1930.
WE'RE OUT OF PROHIBITION, PEOPLE!
Cannabis & CBD is normalized and thus we are seeing an influx of elevated branding, photography and messaging. Cannabis consumers are every-day people - mom's, dad's, CEO's, and your grandma from Tennessee. It's our job to build you a brand that is more than a simple logo.
We'll tackle your product photography, your logo design, your brand messaging and your website needs, all so that your product can compete with industries across the board.
VISUAL BRANDING & PHOTOGRAPHY
Those within the cannabis industry that believe nationwide legalization is on the horizon believe building a targetable audience & brand following now will lead to a windfall of opportunity.
Building an email & text list of customers can improve brand loyalty twelve-fold. This strategy should be very targeted to current state residents. However, with full legalization ahead, having demographic data that can expanded nationwide could be the key to gaining new customers.
Since paid advertisements within search engines are very restrictive with cannabis-based products, there is an emphasis to rank highly within the natural algorithm of Google, Bing, etc.
Search tendencies of consumers are heavily weighted towards generic search terms like, “dispensaries near me” or “edible gummies.” These trends add emphasis for the need to compete with results pages and map listings to drive business.
WEB ANALYTICS & SEARCH ENGINE OPTMIZATION
PAY-PER-CLICK (PPC) ADVERTISING
We’ve mentioned the limitations on purchasing ads with cannabis-based products a few times. While almost all platforms follow federal law in restricting the sale of products containing THC, there is a new option coming to the forfront.
CBD products have recently been approved by major ad networks like Google & Facebook. This allows the option to have a brand build recognition within the CBD market with an eye to build a product-base when legalization passes in the state.
The social marijuana community spans across platforms, and is among the most dedicated and active group on the web. Sharing articles, photos, videos is rapid, fluid, and can instantly go viral.
However, businesses within the marijuana industry often find their accounts being removed. While content is open, selling of any product is strictly monitored. Not understanding the difference can lead to losing years of work to gain followers. While important, posts should be worded carefully.
Not only is fresh content a key piece of SEO development, but the social community of cannabis users is incredibly active across all platforms. New content is consumed tenaciously, and shared frequently. Riding that wave can lead to incredible brand exposure.
Another added bonus is the option to produce Sponsored Content on highly-trafficked websites. Restrictions on marijuana ad buys vary from publisher to publisher, but provide great opportunity.