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.
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.
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.
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.