Today, an increasing number of consumers and business owners turn to the internet to find what they need. 63% of shopping journeys start online. As of January 2022, Google processes 3.5 billion searches a day (1.2 trillion per year). While Google’s Keyword Planner won’t tell you how many of those searches are cannabis-related, Google Trends shows people are looking.
Marketing is a vital component of any business, including cannabis distributors. Successful online campaigns put you in front of potential customers, build brand awareness, and drive more sales. As the cannabis market continues to grow, it also allows businesses in all areas of the industry — including distribution — to differentiate themselves from the competition.
5 Cannabis Marketing Strategies
Here are a few marketing strategies that can help your distributions business attract and convert more customers:
1. Invest In Your Website
Your website is often the first contact prospective customers have with you. You want to make that first impression a positive one, and you only have 50 milliseconds to do that.
A well-designed website can capture their attention immediately. In addition to looking good, it should function flawlessly, too. However, all of that effort won’t mean much if prospective customers can’t find you. Search engine optimization is a must:
- Incorporate keywords relevant to your business (and your target audience)
- Build links (internal and backlinks)
- Get listed in directories
- Create relevant, genuinely helpful content
- Encourage reviews
2. Start Blogging
A blog is one of the best ways to provide current and potential customers with relevant, beneficial content. Publishing regular pieces that incorporate keywords can help boost your SEO, too. Turn your FAQs into articles, share industry news, provide business updates like delivery information, spotlight products, and more.
3. Build a Presence on Social Media
Approximately three-quarters of the US population is on social media, including businesses. Creating profiles on relevant platforms provides you with another way to connect with your target audience. Post regular updates to stay at the top of your followers’ feeds. Share snippets of your latest blog, a peek behind the scene, product news, and business updates. Encourage engagement (and don’t forget to respond to comments, too).
4. Take Out Digital Ads
Paid ads can be tricky for cannabis businesses. For example, B2C cannabis companies like dispensaries can’t use ads on search engines or social media platforms. B2B companies like distributors might be able to, but you can’t mention cannabis. Or you could use cannabis-friendly advertising platforms like Leafly, Weedmaps, High Times, and KushClicks.
5. Don’t Ignore Conventional Marketing Strategies
Never underestimate the power of conventional marketing strategies. Tactics like billboards, print ads, networking events, speaking engagements, and conventions are still highly effective methods of attracting customers. Encouraging word-of-mouth can also be exceptionally successful.
Things to Avoid
While marketing serves the same purposes for a cannabis business as it does any other business, there are some things your distribution company might not be able to do. Here are a few things to avoid:
- Making health and medical claims
- Providing advice for using cannabis or CBD for specific medical conditions
- Advertising cannabinoids as dietary supplements
- Be cautious with social media hashtags
Expand Your Reach and Grow Your Business with Effective Cannabis Marketing Strategies
As you implement tactics for marketing cannabis products, make sure to set goals and monitor your results. Track your site visits, session duration, bounce rate, and traffic sources. Keep track of your social media impressions (likes, shares, comments). See how many conversions your efforts bring in. If a particular method isn’t producing the desired results, make some adjustments and try again. Eventually, you’ll fine-tune your strategy for optimal success.
Do you need additional funds to finance your marketing efforts? Bespoke Financial works with cannabis distributors like you, providing financing solutions structured as lines of credit, giving you access to the money you need to achieve your goals. Visit Bespoke Financial to learn more or apply today.
