Since US Federal legislation currently bans cannabis promotion on television, radio, and print media, advertising your cannabusiness requires an unconventional approach.
Thankfully, due to its unregulated nature, the internet offers refuge for this industry. Here, hundreds of social media platforms wait eagerly to host your brand and attract an audience to it. If managed properly, these avenues can even be a lot more cost effective than traditional marketing methods.
Why Use Social Media
Given that featuring your brand on most social media sites is free, and there are roughly 3.2 billion social media users worldwide – with more than 211 million of them in the US alone – this is a marketing opportunity that you must capitalize on. Here are some key stats you should know on the internet’s top social networks:
- 2 billion monthly users
- Individuals aged 18 to 49 are most likely to share content on Facebook
- 30% of retail shoppers who recently made a purchase discovered a new product on Facebook
- 1 billion monthly users
- Youtube reaches more 18 to 49 year olds than any cable network in the US
- Most users are between 35 and 44
- 9% of U.S small businesses use Youtube
- Interbrand’s Top 100 Brands are collectively uploading a video to YouTube every 18.5 minutes
- 800 million monthly users
- 59% of users are aged 18 to 29
- 53% of users follow brands
- 317 million monthly users
- 84% of Twitter users use the site to find coupons, deals, and reviews
- 79% of Twitter users retweet small and midsized businesses
- 106 million monthly users
- Most users make more than $75k per year
- Most users are between 18 and 29
- On average 10 pieces of LinkedIn content are consumed before a customer decides whether or not to purchase.
- 57% of companies have a LinkedIn Company Page
Strategies for Building a Social Presence
To avoid censorship, it is better to focus your content around the lifestyle associated with your products and services, rather than their usage itself. Strong examples of brands doing this successfully are Leafly and beboefamily.
Thankfully, other networks like MassRoots, Cannabiz Connection, High There, and Duby are industry safe havens created for cannabis uses, by cannabis users. Feel free to post on these mediums as you please without fear of having your page removed.
More tips for social media success include:
- Don’t forget the social in social media. Engaging your audience through asking and answering questions, generating discussions, and encouraging participation leads to more engagement, and thus, more eyes on your content. Furthermore, responding to all feedback – whether good or bad – will let customers know you care.
- Establish yourself as a thought leader by becoming a hub of information that the community benefits from. Through sharing informative, educational, and interesting content your clients will see you as an authoritative and important brand in the space.
- Create engaging original content. Photos, videos, blog posts, coupons, and even giveaways will all attract increased attention from your followers and can be used to broaden your reach by encouraging sharing
- Avoid overly promoting your brand. Most social media users are privy to ads being shoved down their throats. Your users should view your posts as interesting and interactive, not just a commonplace commercial break.
- Engage with influencers and ask them to promote your brand. Send them free items to feature in posts, or pay them a fee in exchange for exposure. Big accounts can attract tens of thousands of eyes to your products with just one post.
With these tips in tow, your dispensary will be on it’s way to tapping new audiences, growing its community, and driving revenue. In eschewing traditional marketing methods, it seems only fitting that this atypical industry begets an unorthodox approach to advertising.