What to Consider when Marketing in the Cannabis Industry
Over the last decade, the marijuana industry has undergone a major transformation and rebrand. What once was considered a banned controlled substance is now accessible to millions in states where it's deemed legal for recreational consumption for adults over twenty-one. Recently, the U.S. House of Representatives passed the MORE Act which would remove marijuana from the list of banned substances, leaving it in the state's hands to determine the legality of the substance. In 2021, the legal marijuana industry brought in more than 25 billion dollars and is projected to more than double its revenue by 2030.
The marijuana industry is booming and will continue to expand as more states legalize the substance. As the cannabis industry continues to thrive, more canna businesses will require robust marketing tactics. Developing a better understanding of the industry and how to approach marketing will help marketers position themselves and cannabis brands in the industry. Continue reading for a few points to consider when marketing within the cannabis industry.
Emphasis on Location SEO
In states where marijuana is legal, marketers need to include local SEO tactics within their marketing strategies. Local SEO tactics are measures that ensure your business has optimized its digital footprint to rank higher within search engines. When community members or tourists visit your area for cannabis products, you want your business to appear at the top of the search engine results page (SERP). Consider the following to help improve your SEO:
Create blog content using keywords related to your city or community
Include your full address and a map feature on your contact page
Ensure that your Google business account is updated with current information (business hours, address, phone number, etc.)
Lobbying & Advocacy
The cannabis industry has a great responsibility on its hands. The legalization of marijuana needs to come with decriminalization. The passing of the MORE Act would come with reversing injustices that have plagued Black communities. According to this Forbes article, Black people are 3.64 times more likely to be arrested for marijuana possession compared to White people. Cannabis companies have an ethical responsibility to advocate for the marginalized who have been impacted by marijuana possession charges. Marketers within the cannabis industry have the power to create dynamic content to advocate on behalf of the incarcerated and communities affected by marijuana possession charges. Storytelling is at the heart of marketing, and what better way to advocate than through sharing their stories through content.
Platform Compliance
Marketing a cannabis business on social media platforms can be extremely tricky. There are many rules and regulations that companies must comply with to avoid penalties. Some platforms clearly outline their policies, while others are vague and unclear. Facebook has a policy regarding advertisements of "unsafe substances." Instagram outlines its policy, calling out the advertisement of marijuana. Having a deep understanding of how to approach content for the cannabis industry is vital for marketers. I encourage you to start by visiting every digital platform to familiarize yourself with their policies regarding promoting marijuana and cannabis paraphernalia.
Digital marketing within the cannabis industry is a relatively new practice with many challenges. As the industry grows and laws change, we can expect to see a shift in how marketers are allowed to talk about and market cannabis.