In every cannabis business, marketing and advertising must be effective to succeed and grow the business. This is especially true if the business is new. With cannabis growth experiencing a high level of increase, there are tons of new businesses coming onboard. The influx has made it had for the new marijuana business owner to navigate the cannabis market with so much competition. In addition, there are several advertising limitations coming from state legislators on the new cannabis business owner. Also, the national awareness is difficult to build because of those state and federal limitations as it relates to the marijuana laws. The goal is to attract enough attention by a targeted audience. This is the same scenario in all businesses and in every market. Let’s look at some of the do’s and don’ts for the cannabis business owner as it relates to marketing and advertising.
One of the things that you should avoid is marketing too close to minors. This will not help your marketing brand. The business location is important because of the age restrictions that the law has put in place. Most people do not want weed to have any effect on minors and as a cannabis business owner, you have to respect this or your marketing and advertising will be negatively affected. It will also harm the perception of the marijuana industry as a whole.
The Traditional Outlets
Some of the traditional outlets for marketing include television, magazine, newspaper and radio. Because of where cannabis stands with the federal government, there are restrictions to some of these outlets. Each state has its own advertising and marketing restrictions. The traditional channels of advertising and marketing can be quite limited. That does not mean that you should necessarily count out any of these methods altogether. At times, you would have to be creative. You also have to identify the kind of opportunity that complements your cannabis business.
One of the things you can do is to discover the interests of your customers who are outside of the cannabis industry. You should also pay attention whether the advertising opportunity exist across each outlet. Some of the other things customers may be interested in are beer, cigar and wine. These same people may take an interest in cannabis, if you advertise in the beer, cigar and wine industry. If you use radio content that is fascinating and persuasive, you may use it as a way to introduce your company brand to people new to marijuana. Radio advertising campaigns, though could be difficult to measure successfully. To lower your production costs with radio campaigns, you could consider online radio or podcasts.
Digital marketing is another way to advertise a cannabis business. This method allows you to research your online audience and use online marketing techniques that are working for other industries and businesses. Some of these methods include:
- SEO (search engine optimization)
- Website content
- Email marketing
- Content marketing
You can use any of these advertising methods, whether you are a small or large cannabis business owner. You may get better results when you advertise online because more people are going on the Internet to find what they want. In addition, you can measure your online performance in various ways, which includes traffic, impressions, conversion rates and clicks.
Content marketing is another method you can use to advertise a cannabis business. This is also done primarily online through blogging and website content as well as videos, infographics and online publications. It is safe to say that with some of these options, the entrepreneur does not have to be limited by the state legislation as it relates to the marijuana business owner and their advertising. Learn more at the Cannabis Training University.
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