Tackling Cannabis Marketing: Digital Tactics That Work
We've been holding internal and external conversations about marketing in the cannabis industry, particularly in the world of digital marketing, especially since the legalization of it in Ohio and all the issues following for business owners in the industry.
We feel it is our responsibility as a rebellious digital agency to help direct those in the industry in a way others have shied away from. In this blog we will uncover digital tactics, some known and some unorthodox, that if done right, put cannabis on the map for those who may have thought it was impossible.
Know Your Regional Guidelines
First, for those that are unfamiliar, marijuana laws vary from state to state, the guidelines on marketing cannabis will change depending on where your business is located. You can check the guidelines for each state here.
Regardless of your location, age-gating is a necessary measure to ensure your marketing does not reach minors. Strict regulations are universal on marketing cannabis products to underage audiences. Setting specific age ranges on your digital ads and site makes sure that they only reach consumers who are of legal age.
Social Media
Social media can be challenging for the industry, particularly paid efforts. Each social platform has its own guidelines, and is an important component of digital marketing. Understanding each platform and differentiating between these when planning your digital strategy is crucial to success.
Here, we will summarize some of the social platforms and provide you with the basic policies and guidelines.
This may surprise most, as it is one of the least-restrictive social platforms when it comes to Cannabis. Unlike other platforms, they do not remove Cannabis businesses, nor do they restrict their content. Unfortunately, many dispensaries are unaware of this and therefore are not taking advantage of the platform’s potential for marketing.
As a platform of mostly professionals with higher income, LinkedIn has a high-spending audience ready to be reached with effective marketing. Within the cannabis industry, LinkedIn creates the opportunity to form connections and partnerships that you can’t anywhere else.
While running paid ads on LinkedIn isn’t impossible, it requires expertise to do so successfully. There are still restrictions that apply in ads that do not for organic posts.
We must also note that promoting or hosting the sale of cannabis products is prohibited on LinkedIn, so instead focus on spreading information, reviews and building community.
Meta Platforms (Facebook and Instagram)
It is no surprise that Meta holds incredibly strict restrictions on cannabis advertising. Ads cannot directly promote or offer the sale of THC products. CBD and hemp products are allowed, but only with LegitScript certification and written permission from Meta. You can read more on their policy here. If you’re wanting to advertise on Meta, you must be cautious to be focused on informing your audience and avoiding explicit terms, such as “cannabis” or “marijuana.” With Meta’s AI moderation, this can be a very tricky balance to reach.
X (Formerly Twitter)
X allows for cannabis advertising under strict regulations. As with most platforms, your advertisements must only target jurisdictions they are licensed to promote products or services. Additionally, there are strict guidelines on ensuring minors are not targeted or appealed to with advertising. Most importantly, the actual promotion or offering the sale of Cannabis (including CBD) is prohibited.
Snapchat, YouTube, and Pinterest
Has similar guidelines on ads as X, with strict limitations on what ads can promote and who they can target. Youtube, as a Google platform, is not an option for cannabis advertising as it is strictly prohibited. Pinterest allows only for promoting topical hemp products and informational content on CBD and hemp (given they comply with laws and regulations).
While you may be limited in terms of social paid ads, organic posting can still be viable. It is all about your brand positioning, building a strong community and keeping it informative. There are, however, other paid options out there.
Programmatic Advertising
For those less familiar with what programmatic is, let us explain briefly. Programmatic is an automated process of buying and placing ads digitally through various platforms. These digital ads may be in the form of video ads on connected TV (smart TV’s, Hulu, Apple TV, Amazon Fire Stick, etc.), online videos across the internet on websites or mobile apps, audio ads on streaming platforms such as Spotify, Pandora, Apple podcast and more. DOOH (digital out of home). DOOH encompasses screen-based advertisements displayed in public spaces, such as airports, transportation, gas stations or display ads. Programmatic is a cannabis-friendly option for advertisers to target specific audiences.
There are platforms that may require different approvals, such as stringent age verification and content compliance to ensure ads adhere to legal standards. Many platforms may also need pre-approval or certification to run cannabis ads. This process may be time-consuming, but the ROI outweighs this tedious effort.
A certified professional in the programmatic sector is highly recommended before you proceed with the ad verification process. Media Rebel holds a certification with The Trade Desk and has experience in placing such ads.
Organic Should Be The Strategy Not The Alternative
Organic strategy plays the most crucial role in your digital strategy for cannabis marketing. Along with organic social, there are many other tactics you can apply. Your organic strategy should always start with your website and SEO. Remember, your website is your digital storefront. It needs to be tailored to the expectations of your audience. You have three seconds to capture them before they bounce to the next cannabis site, so you cannot afford to rush your web developer or take the cheap way out!
We always stress the importance of generating organic traffic to your business’ website, and that remains especially true for the cannabis industry. With heavy restrictions and bans on paid advertising, you are relying on being found organically.
This is where SEO experts are particularly essential to cannabis businesses. SEO offers a long-term solution to the barriers in advertising. Where paid ads remain relatively unfeasible, a well-organized SEO strategy can generate a steady stream of traffic to your business.
Fortunately, the cannabis industry offers a wealth of possibilities for content marketing. Writing blog content for your website is essential to establishing your authority and connecting with consumers through organic search results.
Email Marketing
There are unparalleled opportunities to directly reach your audience with marketing material that is restricted to other places. We recommend using first-party data to build your email list. You can easily obtain this by creating a rewards program to help entice people to opt-in. Using your first-party data is the easiest way to reach your ideal target audience. They are eager to learn more about your new products, education in cannabis and providing relevant information. This is also an ideal method to promote events, such as new product launches, samples, grand openings and more!
The benefit of an effective email marketing campaign is that you are reaching your ideal audience without the restrictions and regulations that limit marketing through other channels. If you are looking to directly promote the sale of cannabis products to consumers this is a great way.
Make This a Joint Collaboration (No Pun Intended)
Cannabis business owners have enough to stress over and need an expert partner in the digital world to ensure that their brand is heard, seen, understood and that their business follows every regulation in order to avoid fines and penalties.
Don’t attempt to navigate the digital advertising journey alone. Instead, collaborate with a digital agency that has the knowledge and expertise to craft a digital strategy that ensures your success.
Contact us at Media Rebel today for a free consultation to find out how we can help your cannabis business execute an effective and appropriate digital strategy.