Overcoming The Challenges Of Cannabis Business Advertising
Cannabis business advertising is difficult. Even though the cannabis industry is growing by the day, one of the problems it faces is the limited advertising possibilities for cannabis businesses. At the moment, some of the largest ad platforms in the world – Google, Facebook, Twitter, and Instagram – impose strict regulations that make them unfriendly for cannabis companies.
But how can you reach your ideal customers if you’re not allowed to advertise on social media platforms? Let’s find out.
Use Social Media Rules to Your Advantage
Now, even though the largest ad platforms in the world restrict cannabis businesses to advertise their products, they DO NOT ban cannabis-related accounts if you follow their rules. And their rules are pretty simple to follow.
Here’s what you have to do to reach your ideal customers if you manage a cannabis-related social media account:
- Don’t post pictures of your products, sales, discounts, etc.
- Do not provide a physical address or phone number for your business.
- Do not post anything related to direct medical benefits.
- Use a disclaimer to inform your audience that they must be 21 or over to follow your account.
- Direct people to your website instead of directing them to your physical store (you can direct them to your “Contact” page if you want to showcase your physical address).
- Encourage people to leave page reviews instead of product reviews.
- Share high-quality content on your social accounts.
- Engage with your audience.
As you can see, there are no complicated steps on this list. That’s because you need to keep your cannabis business social presence simple if you don’t want to get your account suspended or banned.
Sharing Quality Content Can Put You Ahead
You might be wondering how you could share high-quality content if you’re not allowed to advertise products or talk about medical benefits on large social media.
The answer is to create the content on different platforms – your website, blog, and/or other social media platforms that allow cannabis content. Then you would share those pieces of content to your mainstream social media accounts.
When posting it’s important to describe the content to your audience with the previous rules in mind. Don’t talk about a product or the medical benefits it produces, but talk about how using it made your customers feel (happy, hopeful, amazed, refreshed, etc.). Try to write a description that would persuade your audience to interact with your post.
And the thing is, sharing original content can not only increase your social media following, but it can also direct more visitors to your website or other social accounts where they can become your customers.
Use Email Marketing
Despite being seen as “old school” at times, email marketing is still one of the most efficient marketing tools out there. According to a survey, every $1 you invest in emails can make you $42 in return, so you could say that email marketing is still effective.
Now, there are several techniques you can try to engage your audience over mail. But the truth is that there’s no such thing as a general recipe for email marketing success. What works great for one cannabis business might not work for another, and so on.
Here’s what you have to do to advertise your business over email:
- Stay true to your company values.
- Create subscriber lists that are relevant.
- Personalize your content.
- Write catchy headlines.
- Track everything and optimize everything from time to time.
- Send relevant offers.
- Don’t overcrowd your customer’s inbox.
Cannabis advertising might be restricted and conditioned, but it’s still possible. Creating and sharing content that’s relevant to your audience should help you get a decent social media following and reach new customers.