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5 More Key Cannabis Marketing Strategies to Grow Your Brand (Part 2)

Published on
March 15, 2022
Writing on the board at the Grasslands HQ
Contributors
MEGHAN O’DEA

Meghan O’Dea is a versatile writer with nearly a decade of experience covering the travel, outdoor and cannabis industries, as well as in digital and content marketing. She prides herself on finding the exact right voice and angle for any given project and on research expertise honed from her years in academia. Meghan specializes in both big-picture content strategy and detailed technical skills like search engine optimization, all without losing sight of distinctive and creative brand messaging.

Prior to joining the Grasslands team, Meghan contributed to publications including Fortune magazine, Uproxx and Lonely Planet. She has also earned bylines in The Washington Post, Playboy, Bitch magazine, Nylon, Willamette Week, Yoga Journal, Subaru Drive Magazine and Different Leaf, amongst others. Meghan holds a master’s in creative nonfiction from the University of Tennessee at Chattanooga and was a visiting scholar at the international MFA program at City University in Hong Kong. She has also taught writing at the college level and guest lectured on topics such as literary citizenship, urban history and professional development for writers at conferences and universities throughout the United States as well as Madrid, Spain.

Three media outlets I check every single day: The Cut, New York Magazine, The Washington Post

Super inspired by: Women like Isabella Bird, Uschi Obermaier and my maternal grandmother, who dared to travel the world even in eras when global adventures went against the grain.

My monthly #GrasslandsGives donation: PEN America’s Prison Writing Program

When I’m off the clock (in five words): Books. Long walks. Architecture. Mixtapes.

In the crowded cannabis space, everyone’s jockeying for brand awareness. But coming out first in the race for customer attention requires some savvy planning. It also requires deep familiarity with regulated cannabis markets and cannabis advertising regulations that impact both digital marketing and offline strategies.

Getting your team aligned on your marketing goals is the first step. Here’s how to start the conversation on your cannabis marketing strategy:

1) Meet Your Target Audience With Market Research

To build trust and get your well-defined brand out there, you first have to reach your target audience. This is a two-fold process.

Meeting your customers where they’re at means dialing in on who exactly fits into your brand’s target audience. These insights happen through quality market research.

It also means knowing where your customers go online and off, so you can make sure your cannabis brand is in the right place at the right time. Cannabis marketing agencies like Grasslands can help you identify and reach your target audiences through earned and owned media channels, advertising and event marketing.

2) Stay Informed on Cannabis Marketing Rules

Because cannabis is such a highly regulated industry, it’s important to ensure the content strategy you’re executing on earned, owned and paid media channels is in line with current state and federal cannabis marketing laws and adheres to marketing policies set forth by private advertising platforms. Cannabis businesses face all sorts of marketing obstacles  that companies in other fields do not—from restrictions on financial transactions to stringent Federal Communications Commission (FCC) advertising rules to social media network policies on the promotion of drugs. Don’t waste your time and budget on advertising strategies that you won’t be able to legally execute on or that could lead to the need for crisis management services.

3) Leverage Local and Regional Marketing Opportunities

Dreaming big is important—after all, what business owner doesn’t want their brand to take the biggest market share possible, growing to national or even global proportions? It’s equally important to dream small, though. And by that, we mean that it’s critical for most cannabis businesses to leverage and secure their local markets before attempting to grow on a broader scale.

Because cannabis is still illegal at the federal level, many cannabusinesses focus first on developing their business strategy and market presence in a single post-prohibition state. That can look like using geo-targeted ads and social media posts, locally-focused SEO keywords, and leveraging regional networks and partnerships.

The power of a solid local and regional presence is another reason to partner with a cannabis marketing agency that has deep ties in your target market and is already well connected with local journalists, media outlets and other cannabusinesses that can help you reach your target audiences.

4) Cultivate Community Through Event Marketing

Digital marketing is integral to any cannabis marketing strategy. But don’t discount the importance of real, live events to bring people together, including potential customers. Whether you're hosting a mixer or reception at a larger conference like the NoCo Hemp Expo or MjBizCon or a happy hour in your own backyard, event marketing is a great fit for cannabis companies for several reasons.

For one, cannabis products are inherently fun to enjoy with other people. And even if people can’t consume at your event, you know your guests will vibe over their shared interest.

For another, there’s nothing like getting people together in person to generate buzz and word of mouth—a key product of any marketing strategy that is worth its weight in gold (or green). Events are also a great way to build a sense of community. That’s invaluable in and of itself, but particularly so in an industry that is working to change decades of bad press and drug war stigma. Chances are your target audience wants to feel like they’re a part of something. Event marketing is a way for your brand to make that wish come true.

5) Don’t Get Lost in the Weeds

It’s an easy pun to make but an important lesson to remember. You’re bound to find yourself getting deep down in the details of building your business—especially in an industry that’s changing as fast and growing as big as cannabis. But while you’re building your brand’s digital market presence and getting face time with your neighbors offline, don’t forget to have fun.

At the end of the day, marketing cannabis products and services is all about helping people feel their best and connect with one another. Even if your brand tends toward a no-nonsense voice with more buttoned-up messaging,  it’s important to stay in touch with the positive, driving spirit at the heart of the cannabis industry. Maybe that’s just easy for us to say because at Grasslands, we really love what we do. But it will help you stay in touch with the core needs of your customers, too.

Want to learn more? Read our first post in this two part series: Five Key Strategies for Marketing Your Cannabusiness.

Got a marketing question? Reach out to the Grasslands team anytime.

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