Cannabis marketing and promotion within the industry take a little more thought and work than in the normal business world. The regulations and trends surrounding both the medical and recreational marijuana markets are constantly changing as new regulations and laws come into effect or are changed to meet changing social and political landscapes. Those entrepreneurs who are in the industry need to make sure that their marketing strategies are as effective as they can be. Some pitfalls need to be avoided when it comes to cannabis marketing.
Not Knowing Your Content
Content marketing is a newer area of promotion that needs addressing and you are making a significant marketing mistake if you do not take it seriously. Content marketing focuses on creating and sharing material online, including social media like Facebook and Instagram, blogs, and anything that can be posted on the internet that highlights your brand. It is not always about selling your product. It is also about communication and showing how relevant your brand is and what value it holds. You build your consumer base quicker if users are connected and feel an affinity with your brand. Having a positive online presence builds trust, a good reputation, and creates customer loyalty. Without this type of cannabis marketing and promotion, you miss out on a significant chance to engage with your consumers.
If you don’t know your content, then learn it–or hire a marketing agency that knows it . Analyze what you currently have and create some if you don’t have any. Look at what your brand is currently sharing. Make sure you have a blog and a Twitter account. Do you have a social media strategy? A Facebook marketing strategy? If not, you need to come up with one. Make sure your content is relevant to the market and that what you share is engaging. These are not just one time assessments; they are questions you need to ask repeatedly so you are always updating and redeveloping your digital marketing strategy.
Each time you analyze your strategy, you need to make sure you understand the deficiencies and where you can get better. Enhance your content, schedule social media posts and blogs, and always keep it interesting. Don’t make the mistake of not knowing your content and even worse, not using it.
Not Understanding Your Brands Target Market
A significant mistake you can make in cannabis marketing is not knowing your target audience. You can’t market a product if you don’t know who you are marketing to and who your clientele is. The marijuana industry is changing quickly and your consumers will, too. Don’t limit your target marketing to just one group. Because cannabis has so many different facets and uses, you don’t want to exclude anyone. Creating a marketing plan that works with many target groups only expands your consumer base. Marketing content that applies to each group means more engagement. It will be a substantial mistake not to assess your consumers, target their needs and wants, and identify what is important to each group for marketing purposes.
Ignoring the Rules and Regulations in Cannabis Marketing and Promotion
While the warning is always raised about meeting all the rules and regulations around the growing, producing, and manufacturing of cannabis products, a company can stumble if they make the mistake of ignoring the rules around marketing as well. As the laws continue to change around cannabis companies, including growing, production, and sales, so will the rules and regulations around marketing. Compliance issues can mean you end up with account deactivation, suspension, and termination of various licenses. All this can have a significant effect on your finances leading to struggles and ultimately failure if you are heavily fined. Do not make this marketing mistake. Do your research and stay on top of marketing regulations so you meet all the standards for a good marketing strategy. You don’t want to be targeting an audience that goes against regulations and guidelines.
Don’t Be Just Another Cannabis Company
Don’t make the mistake of being similar to every other product on the market. Discover what makes your product different and highlight that in your cannabis marketing and promotion strategy when targeting customers. You want to stand out in the growing cannabis market. Show how your product is different and why consumers should choose it over other products on the market. Don’t make the mistake of getting bogged down in the norm. Be willing to take the chance that your product can stand out and be original.
Don’t Ignore Data Gathering Tools
Learn to use SEO in your cannabis company and understand it. It isn’t about immediate sales but understanding that a high number of people consult their phones and online before they buy their product. Learn how users are finding your product online, how to affect search rankings, and doing keyword research so you know how to increase your site traffic. Create a good SEO strategy that includes data is a must to get the right traffic for your brand. You need to learn how your product sits in the market. Don’t make the mistake of ignoring data.
Cannabis marketing and promotion are somewhat different than marketing for regular businesses. Cannabis is a highly regulated industry so marketing rules must follow suit. Know your product, use customer and site data, and make sure you market to clients that are going to grow your business. Common mistakes around a lack of cannabis marketing experience can become harmful to your company. Your business will not only stagnate but may also lose momentum and backslide as other companies step in to take over your missed opportunities. Mistakes in marketing can also cause financial losses through fines and penalties if you break regulatory rules and are uninformed around your marketing parameters. Avoid the mistakes that many marketing and promotional people make when venturing out in the new world cannabis industry.
Olivia Solero is the Co-founder of Cannabis Stack. Olivia has an unusual blend of creative thinking and the ability to put that thinking into effect. She likes to write; loves to edit; she knows how to lead, follow or get out of the way; she is good with a buck and wicked smart when it comes to data.