Tips to Market Your Cannabis Business

Marketing your business could mean the difference between success and failure, which is why it must be handled carefully. Being relatable, memorable and trustworthy are how any business retains and attracts customers. This typically involves networking and marketing, but it’s important to remember that cannabis networking and marketing are a little different than other industries. 

As a business owner, keep up to date with relevant laws. Remember that every platform and every state has its own rules, so due diligence or hiring a cannabis social media marketing expert are in your best interest. Time and capital spent on content is a waste if it gets banned. For example, TikTok is strict on cannabis plant imagery: if flagged, your account could get shadowbanned and may be impossible to get reinstated.

Much like banking in the industry, cannabis marketing can be a complicated road to maneuver. Each state with some form of legalization has established, is establishing or is amending what’s been established in terms of marketing laws. Further, what is allowed in one state may be completely illegal in another, inevitably leading to missed opportunities or expensive fines. Read on for marketing tips and current trends.

Cannabis B2B Conventions

Connecting with people in the industry is a stealthy marketing technique. It enables better business practices, helpful insights and beneficial networking. Cannabis B2B convention marketing comes in many forms, such as advertisements, lectures and cannabis B2B partnerships. 

CannaCon is the nation’s leading B2B cannabis conference whose success is based on their efforts to grow the cannabis industry through education and trade show exhibitions. Upcoming cannabis B2B events are CannaCon Midwest Cleveland on October 3 and 4, 2024 and CannaCon Northeast Rochester on June 12 and 13, 2025. Both will be from 10 a.m. to 5 p.m. Contact CannaCon today for cannabis convention marketing opportunities!

Content for Cannabis Marketing

Engage your audience with interesting content. Ask questions, run contests, post memes and infographics, set up Q&A sessions and quizzes and share stories to build and retain an audience. Writers, influencers and industry leaders in the digital space bring clout to the brands they interact with, and you can extend this clout through participation in online discussions and webinar hosting. These will get clicks as well as keep your business in the forefront of people’s minds, leading to repeat sales and word of mouth marketing.

Search engine optimization (SEO) is also very important. By using relevant keywords in your content of blogs, posts, videos, interviews and more, your business will appear in internet searches more frequently. Ranking high in both Google and Apple Maps can drive substantial foot traffic to retail stores. Backlinks from high-authority sites also work to improve search rankings.

Loyalty Programs for Cannabis Marketing

Acknowledge and appreciate valuable customers with a loyalty program featuring a point system applicable to purchases, exclusive promotions and discounts, early access to new products and other perks. Getting something extra makes customers feel valued. Additionally, repeat buyers provide valuable data such as purchase patterns and favorite products, which can be revenue-boosting insights.

Referral programs are another opportunity for cannabis networking and loyalty. Incentive-based encouragement of sharing satisfied customer experiences and personalized consultations will expand your customer base. These two programs are cost-effective ways to market beyond traditional routes.

Direct Connection with Customers

Emails and texts are great for direct, personalized messaging to consumers. This type of cannabis marketing allows for ads and offers to go to selected groups, like first-time buyers. Links within direct communication are also an effective way to receive marketing analytics and further determine the content that engages your audience most.

Cannabis Marketing Through Community Outreach

Creating a presence in your community is a great way to tackle misconceptions around the industry. There are lots of ways to do this, like:

• local advertising 
• sponsoring events and pop-ups 
• partnering with other businesses and educational institutions 
• organizing workshops or seminars

Accessibility paves the way for communication and growth. Consider a calendar on your website that highlights community events and encourages participation in these events. 

Branding for Cannabis Businesses

Branding creates an emotional bond with consumers, both B2C and B2B. When branding for a specific group, consistency and quality content are key, as are recognizable imagery. The following are two examples of branding avenues:

Lifestyle branding connects cannabis with a familiar way of life for many customers. Playlists for different strain experiences, recommended pairings with edibles, guidance on 420-friendly destinations and information about sustainability practices are all ways to build a more personalized relationship with consumers.

Health and safety branding centers around medical research and scientific evidence while providing an opportunity to highlight commitment to eco-friendly practices, high-quality ingredients, rigorous testing and responsible sourcing. Educational content and guides alongside detailed profiles can help your brand earn the trust of health-conscious consumers.

Partnerships for Cannabis Networking

Strategic collaborations between two or more businesses can be mutually beneficial. Partnering with a fitting mainstream brand is cannabis networking outside the industry. Set goals, communicate objectives and target audiences, utilize the data and analytics from both parties and carefully review all campaigns before launching, ideally with the input of multiple viewpoints. Finally, have a strong legal team on your side to handle regulations and potential mishaps.

Collaborating with other businesses is a powerful marketing strategy, but if you want to do this, you need to do some cannabis networking first — that’s how you find other businesses! Find them at CannaCon, the nation’s largest B2B cannabis expo. Cannabis convention marketing can lead to many other marketing opportunities, such as collaborations, content campaigns and word-of-mouth. Don’t miss your opportunity to connect with the best in the biz at CannaCon. Get your tickets today. 

This article was originally posted on October 19, 2021, and updated on August 20, 2024.