Cannabis legalization in the United States has created huge opportunities for entrepreneurs and small business owners. As the popularity of the marijuana industry continues to grow, those who stay ahead of the marketing and advertising curve will be in the best position to set themselves apart from the competition.
Social media, once used primarily for entertainment and nurturing personal connections, is now one of the most powerful marketing tools available. Branding, marketing, and advertising your cannabis business on social media platforms can improve revenues and build a loyal customer base. The following information will help you to get started.
Building Your Online Brand
Before you can successfully market your cannabis business, you must clearly define your brand. It’s important to understand that your brand is more than a simple logo. It reflects who you are, the problems you solve, and the characteristics that differentiate your business from your competitors.
Consistency is critical to brand development. Your message and identity should be clearly communicated across your product offerings, customer service, and your marketing plan. This includes your website, social media interactions, advertisements, and marketing materials.
Choosing the Best Social Media Platforms
There are many social media platforms to choose from, but it’s important not to spread yourself too thin. The key to effective social media marketing is to focus on the platforms where your clients “hang out.”
You must also make sure the platforms you choose to use are consistent with your brand image. Some of the most popular platforms for cannabis businesses include Facebook, Instagram, and Snapchat.
As of June 2017, there were over two billion active monthly users on Facebook. Your Facebook page can include information like business hours, location, articles, updates, customer reviews, and promotions. Recent algorithm changes have raised some concerns about the continued viability of Facebook for organic business outreach. However, the size of the platform makes it a must for any legitimate business.
Although there have been some reports of Instagram shutting down cannabis-related accounts, it’s become one of the go-to platforms for those in the industry. Statistics show that 59 percent of adults aged 18 to 29 and 33 percent of those between 30 and 49 actively use the platform. Instagram’s highly visual experience allows you to present your business in a unique and captivating way.
Originally a hit among the teenage demographic, Snapchat is starting to attract an older crowd. Recent statistics show that 45 percent of Snapchat users are between the ages of 18 to 24. This platform presents excellent marketing opportunities for those with the time and innovation to take advantage of it.
Social Media Marketing and Advertising Tips
Due to the Federal government’s classification of marijuana as a Schedule I illegal drug, many social media platforms prohibit paid advertising for cannabis businesses. This means that you will need to be creative in your marketing efforts.
Following these tips will help you engage your audience and successfully market yourself online.
Focus on Valuable Content
Avoid being too centered on sales and promotions. Instead, focus your attention on creating content that is valuable and shareable. Spend time figuring out what problems your customers are facing, and provide them with solutions.
Take Advantage of Photos and Videos
Humans are naturally attracted to visual media, and video posts increase the amount of time viewers spend interacting with your brand. Posts including photos and videos are far more shareable than those without.
If you’re going to create and share articles, be sure to include a cover photo. This increases the chance it will be viewed by 94 percent.
Create a Comprehensive Solution
Social media should be a single cog in your marketing wheel. Magna Wealth Solutions provides a comprehensive marketing plan that integrates social media, keyword research, content creation, local optimization, and more. Outsourcing these tasks helps to ensure better results while freeing you up to focus your energy on doing the things you do best.