Cannabis Marketing & Advertising: A How To Guide.
TLDR Navigating the complex landscape of marketing and advertising for legal cannabis businesses can be daunting, given the myriad of state-specific regulations and compliance requirements. Whether you're strategizing for digital platforms or considering traditional channels like radio and billboards, understanding the rules is crucial. This comprehensive guide covers key aspects, from website essentials and in-store branding to email/SMS campaigns and SEO best practices, offering a roadmap to effectively market your cannabis brand while staying compliant. Read on ⤵️
Important Disclaimer:
For the context of this article, I will draw upon the regulatory framework for marketing and advertising adult-use cannabis in Massachusetts where I reside and have direct experience.
It is crucial to consult your state’s cannabis control authority for state-specific laws and regulations relevant to marketing and advertising.
As the saying from the '80s G.I. Joe show goes, "Knowing is half the battle."
Compliance Considerations:
Navigating the maze of legal stipulations can be intimidating. To help you effectively and responsibly market your cannabis business, there are several universal guidelines to consider:
Accuracy: Ensure advertisements are factual and not misleading.
Language: Avoid using colloquial terminology like "Ganja" or "Maryjane."
Imagery: Steer clear of medical symbols or marijuana-related visuals.
Disclaimers: Include mandatory FDA and state-level health warnings.
Target Audience: Aim your marketing at adults 21 or older, and take measures to confirm the age of your audience.
Digital Marketing Strategies:
Your Website
A website is indispensable in today's digital landscape. It serves as the primary platform for conveying your brand's vision and offers functionalities like menu integration and online ordering. Mandatory age verification is essential for visitor compliance.
In-Store Experience
The retail space serves as a critical touchpoint for brand engagement. From interior design to QR codes and even the store's "vibe," meticulous planning goes a long way.
Email/SMS Marketing
With advertising limitations in the cannabis industry, capturing email and phone numbers becomes doubly important. Email marketing is a tried-and-true method, while SMS boasts an impressive open rate exceeding 90%.
Social Media
While setting up profiles, ensure that you adhere to the top-level compliance tips. Well-balanced, shareable content can still make social media a valuable tool.
SEO and Search Platforms
There are a few ways you can get the most from SEO and search platforms for your cannabis brand. Starting with the website, to setting up profiles on search engines, there is opportunity to create more brand visibility and to reach consumers at the right moment.
Onsite SEO
Ensure all pages are set up for technical SEO best practices such as meta titles and descriptions as well as social share preview images.
Ensure all images have alt text (for SEO as well as ADA compliance)
Setup and Integrate Google Search Console
Upload XML Sitemap to Google Search Console
Continue to create good content for the website such as a blog or articles
Try to cultivate other opportunities for online content linking back to the website
Google Business Profile
Create a Google Business Profile for your cannabis brand which will ensure the most robust and accurate information shows when people search for your company on Google. This is extremely important for retail stores as you can promote hours of operation, directions, live chat and phone calls to the store or stores. Given the pure volume of people who leverage google search and google maps, it’s an important channel to set up.
Bing Business Profile
Much akin to the Google Business Profile, you can also set up a Bing Search Business profile to achieve all the same benefits from a search engine visibility standpoint. For additional ease, you can actually import your Google Business listing into Bing to expedite the set up.
Apple Business Connect
Another important platform but less considered for some reason is Apple Business Connect. By setting up a profile through Apple Business Connect you can ensure your business shows up in Apple Maps and other associated Apple apps with the most robust and accurate information possible.
Yelp
Another good platform to set up a profile on for your cannabis business is yelp, outside of Google it is one of the largest business review and insight platforms online. Much like Google, Bing or Apple, you can add a logo, info, hours and more.
The Landscape of Cannabis Advertising:
Social Media Restrictions
Unfortunately most social media platforms do not allow for cannabis brands to advertise. To chalk it up, Cannabis is still considered federally illegal and as such platforms like Meta (Facebook and Instagram) as well as Tiktok and Linkedin still disapprove of all cannabis related ads.
The one social platform that currently allows for cannabis related advertising is X (previously Twitter).
Search Engine Limitations
Google being the 10,000 pound gorilla from a search engine standpoint sets the pace for regulation when it comes to cannabis related advertising and much like social media, they also do not allow it in any capacity. As a note here, I even created a separate microsite that did note mention cannabis in any manner or capacity and simply had a link to the cannabis brand’s google maps and Google still disapproved of the ads. Bing follows Google’s suite in regards to cannabis advertising.
Native Advertising
Local media or tourism websites often offer native advertising opportunities, providing a valuable channel for potential local consumers.
Radio & Out-of-Home
In my experience, radio and billboards are effective in Massachusetts. However, these mediums pose challenges in verifying the age of the audience, leading to regulatory gray areas.
Navigating the intricacies of cannabis marketing is undoubtedly complex, but with diligent research and strategic planning, you can unearth the opportunities that exist within the bounds of the law.