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Marketing for the Cannabis Industry: Tips and Strategies to Succeed

Business needs in the weed sector vary. Aspiring grow operations require bulk marijuana seeds, while dispensaries need locations with plenty of foot traffic. Marketing in the cannabis industry is essential for all.

The marijuana market is saturated with big brands and startups hoping to hop on the bandwagon. Your advertising model determines whether you cut through the noise and profit from joining it.

Here are ways you build brand recognition and loyalty through marketing. But first, a note for aspiring weed companies.

Put Quality First

The stigma surrounding cannabis is dissolving, but companies still feel its effects. Your first goal is to work against people’s preconceptions and portray yourself as reliable.

Before launching a marketing campaign, ensure complete transparency in your:

Products. Add detailed descriptions and proofs of testing; disclose your sourcing.
Website. Make it easy to navigate, display social proof, and offer customer support.
Shipping and payments. Offer conventional financing methods and tracked deliveries.

Even the most imaginative marijuana marketing strategies won’t fly if a customer sees you as suspicious. On the other hand, offering legal products through transparent mechanisms already helps you stand out.

Build a Social Media Presence

You can’t ignore social media while figuring out how to market your dispensary in the modern era.

Many people shop from brands they found on Instagram or Twitter; not having followers means missing out on customers. These platforms also let you source user-generated content to grow brand awareness and gain third-party validation.

Social networks have ad policies that flag or downright forbid cannabis content, but there are loopholes. Notably, they let you promote your website, funneling visitors to a page with overt promotional materials.

Platform choice depends on your target audience. For example, older generations frequent Facebook, while younger people spend their time on TikTok. Cannabis consumer demographics are more diverse and widespread than ever, so stay on top of relevant trends.

Here are general rules for cannabis stores on social media:

Don’t mention cannabis in your bio, as that could lead to a shadowban. Instead, use euphemisms and a 21+ disclaimer.
Post consistently. Algorithms like predictability, so establish a regular posting schedule.
Engage in the comments. Build a rapport with shoppers by thanking them for positive feedback and addressing negative reviews.
Don’t try to sell. Exaggerated promotions elicit eye-rolls from followers. Instead, make your posts informative and invite viewers to visit your site.

Consider Influencer Marketing

Influencer advertising is indispensable for eCommerce, so don’t disregard it for marijuana marketing. Word-of-mouth endorsement helps build credibility and drive more traffic to your site. You reach audiences and gain their trust by collaborating with loved social media personas.

Your influencer choice is vital. The person should meet the following criteria:

They use and love your product
Their values align with yours (for example, they promote natural medicine)
Their audience overlaps with your target (for example, young mothers)
They’re free of drama and controversy

Most brands set influencers up with free products in exchange for reviews. In addition, you can have them film behind-the-scenes content for your grow-op or stage giveaways. Also, before hiring, make sure to go through their customer reviews.

Optimize Your Web Content

Cannabis digital marketing is all about generating organic traffic from unpaid sources. Besides social media, this avenue includes ranking high on search engines. On-page and technical SEO help you achieve that.

On-page SEO entails producing well-written and keyword-optimized texts to accurately and succinctly address a search query.

Remember that well-established brands already dominate results for high-value keywords, though. If only starting, specialize in local SEO to cultivate visibility in your area.

Technical SEO also helps you rank high. Search engines favor websites that perform well, which you ensure by:

Having a secure HTTPS server and SSL certificate
Removing any duplicate content
Making the website mobile-friendly
Maximizing site speed and load times

Bonus Round: Branding Tips

Dispensary content marketing helps your weed business attract audiences. Your brand is what builds a relationship with the customer and leads to loyalty, though. While devising your voice, aesthetic, and messaging, remember the following tips:

Stay on top of cannabis business trends. For instance, flower sales are declining in favor of alternative consumption methods. Refusing smoke is a strong branding message and will speak to millions.
Don’t appropriate stoner culture. Some brands can get away with ‘gangsta’ lingo and imagery, but it’ll often look cheesy and cringe-worthy. If leaning into the aesthetics, do so with respect and consult its members.
Choose an angle. Are you representing marijuana as a human right, magic medicine, or a herb for having a fun time? The approach forms your voice: it could be political, strictly informative, or playful and relatable.
Avoid cartoonish illustrations. Marketing in the cannabis industry for adult-use products with logos that appeal to children will get you in trouble.

Key Takeaways

The market is cut-throat for small marijuana businesses. You have one opportunity to capture the audience’s attention, so choose your strategies intelligently. Our tips on marketing in the cannabis industry set you on the right path.

Advertise yourself on the right platforms, establish an authentic brand, and be consistent and transparent. Encourage endorsements from influencers and loyal customers to keep growing.

The weed industry is only developing, and straightforward tactics ensure long-term success. Why miss out? Buy seeds and start growing and selling this profitable herb.

Jennifer Gallagher

Jennifer Gallagher is an experienced cannabis grower at SeedSupreme Seedbank. During a 7-year career in the marijuana growing business, Jennifer has gained a high competence in this field. As far as weed is concerned, she knows it all inside out. Jennifer is an expert in pot-growing, as well as cannabis types and their effects. She’s also familiar with all legislation nuances. You can also connect with her on LinkedIn.