The cannabis industry has undergone significant transformation over the years, but legalization and industry restrictions have made advertising a problematic task. Three digital marketing avenues for cannabis advertisement will be covered in this article. Cannabis remains illegal under federal law despite its expanding medical and recreational uses (Perlman et al., 2673). Therefore, there are limitations on social media marketing and advertising for cannabis businesses and related businesses on well-known social networks like Facebook, Instagram, and Google. Given the multiple challenges associated with its marketing, cannabis firms and dispensaries might use several strategies to increase consumer awareness of the drug. The alternatives include Search Engine Optimization (SEO), Content Marketing, and Inbound Marketing.

Search Engines Optimization (SEO)

It is not against the law for a Cannabis Company or Dispensary to launch a website, for example, and post educational materials. Brands can utilize search engine optimization strategies to boost the visibility of their material on search engine results pages, making it easier for anyone looking for cannabis-related information to locate (Bierut et al., 187).

Content Marketing (Video Marketing)

A cannabis business must create and distribute high-quality information. Ensuring a business’s homepage and weblog have material like testimonials, articles, photographs, reviews, and clips should be a key focus to assist them. It also makes sense to incorporate user-generated content. It is important to remember that there is a genuine need to inform, interest, and amuse. A brand can attract an audience with the aid of content marketing.

Inbound Marketing

Retailers may collect leads using an inbound marketing strategy and tools like CRM, and they can utilize mechanization to push those prospects along the sales pipeline to the purchase point. Inbound marketing refers to advertising in which the customer initiates contact with the firm (Soegoto, Eddy, and Simbolon, 6). They become aware of a desire, passion, or issue and investigate it, typically online. Therefore inbound marketing is a good platform for cannabis advertisement.

Conclusion

In conclusion, marketing cannabis brands can be challenging for companies in the marijuana industry. They want to develop a marketing strategy to raise brand recognition and boost sales using the most efficient marketing platforms.

References

Bierut, Tatiana, et al. “Exploring marijuana advertising on Weedmaps, a popular online directory.” Prevention Science 18.2 (2017): 183-192.
Perlman, Adam I., et al. “Medical cannabis state and federal regulations: implications for United States health care entities.” Mayo Clinic Proceedings. Vol. 96. No. 10. Elsevier, 2021.
Soegoto, Eddy S., and T. Simbolon. “Inbound marketing as a Strategy in Digital Advertising.” IOP Conference Series: Materials Science and Engineering. Vol. 407. No. 1. IOP Publishing, 2018.

Whenever going through search engine optimization, it is crucial to various facets making up a successful strategy, such as backlinks. However, backlinks are inbound links redirecting a user from one website to another, thus occurs, one particular website is linked to another. Backlinks tend to exist in two types, do-follow links, and no-follow links. The do-follow links do not have any attributes and thus have a positive impact on the ranking positions, thus assisting in getting a higher ranking of the website for a higher position in the SERP. In contrast, no-follow links are crucial for every website because they combine do-follow and no-follow links to make the particular look natural. Since backlinks provide how respected a particular website is, they are good when they originate from reputable websites but bad when they come from disreputable websites (Khan & Mahmood, 2018). Backlinks are more crucial in connecting too many websites and identifying the sites worth linkable because their contents experience high demands.

In google terms, the backlinks are considered votes because they would tell google that a particular website is trustworthy and the contents from the website are more valuable, helpful, and credible for use. More backlinks to a website assure that many vouches for the content from the website; thus, various search engines would infer that the contents are worth linkable (Mittal et al., 2018, October). In addition, more website backlinks increase surfacing on the SERP, thus positively influencing the ranking position and search visibility. They raise the website’s visibility to various search engines; thus, acquiring various links helps site promotions (Hande 2022). Backlinks provide higher discoverability and thus can be reached by many users and increases referral traffic because of the improved quality of the websites.

 

References:
Hande, M. K. (2022). SEO Tools and Techniques: A comparative Study.
Khan, M. N. A., & Mahmood, A. (2018). A distinctive approach to obtain higher page rank through search engine optimization. Sādhanā, 43(3), 1-12.
Mittal, M. K., Kirar, N., & Meena, J. (2018, October). Implementation of search engine optimization: through white hat techniques. In 2018 International Conference on Advances in Computing, Communication Control and Networking (ICACCCN) (pp. 674-678). IEEE.

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