By: Rachel Garland
Are you searching for practical and actionable online cannabis marketing tips?
You’re in the right place!
While marketing a cannabis business presents a unique set of challenges (AKA we’re up against a lot of shit) there are powerful steps you can take to grow your business online.
If you’re looking to spread cannabis education, attract a loyal fanbase, draw more visitors to your website, increase sales, and build a cannbrand that changes lives…
Then keep reading for these seven tips.
#1 Find Your Cannabis Niche
Do you want your message to make the most impact?
Find your cannabis niche.
What’s a niche?
A niche is a defined segment of the market.
While you might be thinking cannabis is already niche…
This industry is larger than you think!
By trying to be everything to everyone, they end up reaching no one.
Don’t make this mistake!
In order for your marketing efforts to be the most effective, focus your attention.
This will save you time and money.
I actually have a whole workbook I created that takes you through step-by-step How to Find Your Niche In The Cannabis Industry.
If you’re thinking about entering the industry or struggling with your current branding and direction - this guide will help you get back on track to identify your unique passionate and profitable cannabis niche.
#2 Establish a Strong Brand Identity
A defined niche is important for reaching your target audience.
A strong brand identity is equally important.
Your brand is your story. It’s what makes your company unique and stand out from the pack.
Think of things like your:
Your brand identity showcases who you are and what you have to offer. It’s what makes customers go to you over the competition.
A successful cannabis marketing campaign relies on a strong brand identity.
Need some help?
When you get clear on what sets your business apart, you’ll start attracting the right customers to you.
#3 Identify Your Business Goals
Do you want to market your cannabis business online and build an influential brand?
Start with clear goals.
You need to define exactly what you want to achieve.
The more specific you are, the better.
Something I’ve personally have found helpful is SMART goal setting.
S - Specific
M - Measurable
A - Achievable
R - Relevant
T - Timely
The advantage of setting SMART goals is that not only are you identifying what you want to achieve…
You’re also considering whether it is actually relevant to your higher purpose.
Not to mention you’re holding yourself and your team accountable with a timeline.
This can help you fight procrastination and stay on-task.
Use SMART goal setting to pinpoint your most important cannabis marketing goals.
#4 Speak directly to Your Target Audience’s needs
When you share a post, who are you talking to?
You might say your target audience. And you would be right.
Now, only question is, who are they?
A great copywriting tip I was once given is to imagine you are writing for a single person instead of a group.
Awesome copy grabs you.
It pulls you in and makes you want to learn more.
Understanding who your audience is, what their needs are, and how you can help them is key.
That’s only one part of the process.
The other end is communicating to your audience how you can help them.
What problem are they facing you can solve?
When you fulfill a need, people will respond.
#5 Optimize Your Cannabis Website and Social Media Channels
If you want to build an influential cannabis brand, it’s vital to have a clear marketing plan that includes your social media channels and website.
A lot of cannabis businesses are getting too comfortable on social media, especially Instagram.
They are hesitant to spend the money on a website when they can reach their audience directly.
So, they only focus all of their attention on a single platform.
Yet, cannabis accounts are still being targeted.
As many of you may know, after two plus years of work, Women of Cannabiz was Deleted on Instagram at 80K
However, there are some important takeaways I had from this experience:
You Need a Cannabis Website
Stay Active on at Least 3 Social Media Channels
Thankfully, I had a strong website presence before the IG shutdown.
This helped me stay connected with my audience.
In addition, I didn’t rely only on Instagram.
While it was a big part of the community…
So, does your business need to be on every social media site out there?
However, you do need a strong website and solid social media strategy. Because, at the end of the day, it is too risky relying on a single source.
Double down on what’s working for your business but don’t get too comfortable.
Remember, change is the only constant.
#6 Share Fresh Content Consistently
How much your CBD or cannabis brand grows online relies on your able to share original content.
The brands that are crushing it, truly making an impact, and blazing trails are providing value to others.
So, ask yourself, what unique perspective can you bring to the conversation and how do you best communicate?
The Written Word
Maybe you’re a chatterbox who feels energized by talking on video.
Or, maybe you’re an introvert who much would rather type something than get in front of an audience.
Maybe you’re a combo of both or something else entirely.
You know you best.
Be brutally honest with yourself.
How can you connect with your audience?
Identify your strengths.
Then, show up for your community daily.
Write a helpful blog post addressing your customer’s most frequently asked questions, go on live demonstrating your latest product in use, make a graphic of how CBD works in the body…
Most importantly, just start!
A lot of people get slowed down by either falling into the perfection trap…
They’re just producing random content for their audience and end up feeling scattered.
Self awareness plus clear actionable goals will help you over come this.
Just because someone says “X” method is “THE” thing to do, doesn’t mean you have to do it. Focus on the things that you excel at and that are working for your business.
From there, figure out how to bring on help for the other tasks if need be.
The key is to stay consistent.
Stop overthinking things and stay focused.
#7 Engage Your Community
Do you want to build a loyal, engaged, and active community?
Show up for them first.
I see a lot of cannabis and bloggers talking about engagement and then not taking the time to respond to the people actually interacting with them.
They’re so caught up in just getting bigger…
They’re losing sight of the community that’s right in front of them.
If someone is taking time out of their day to interact with you, be grateful.
Now, look. I get there’s a lot of spam and bullshit out there.
There’s also accounts which are getting thousands of requests and as much as they try and stay on top of it, not every comment is going to be responded to.
I get it. Truly. I get it.
I know the matrix is insane and you need to unplug.
However, if you’re not actively engaging with the people who are supporting you…
It’s time to get back to the drawing board
Build community by creating community.
Inspire conversation, offer genuine feedback, uplift others, and give more than you ask.
The moment you think you’re “too big” to interact with people is the moment you’ve lost.
Keep it real and stay humble.
When people know that you’re there for them and bringing value to their lives, they’ll support you.
Now, I want to hear from you! What are some online cannabis marketing tips you’ve used that have helped your business grow? Light one up and share your feedback in the comments below.
AUTHOR: RACHEL GARLAND
Rachel Garland is the founder of Women of Cannabiz. Passionate about cannabis, entrepreneurship, and remote work – she launched WomenofCannabiz.com to elevate women worldwide. Her mission is to help women find where passion and purpose can align to manifest their visions to reality. When she isn’t sharing cannabis business education online or helping women grow their cannabrands, you can find her anywhere with palm trees and warm beaches.