Businesses in the cannabis industry have a unique problem when it comes to advertising their products or services: many social media sites and search engines prevent the paid promotion of anything marijuana-related. Enormous companies such as Facebook, Twitter and Google feel that it will tarnish their reputation. This is understandable, as I’d imagine there would be some backlash from users who oppose marijuana and don’t want to see these ads popping up everywhere. Not to mention that in the U.S. the drug is still federally illegal, and these massive corporations are likely protecting themselves from potential litigation! This unfortunately is a big concern for businesses that are attempting to stand out in this industry, which can’t use the advertising tools that most companies now take for granted.
So how can cannabusinesses get their products out there and drive traffic to their websites? Here are some ideas to consider:
1. Cannabis Industry Websites– There are many marijuana blogs and news sites to choose from. First you need to identify your target demographic: if you’re a B2C business looking to attract the end user, then a marijuana enthusiast site like High Times is probably your best bet. If you’re a B2B business, you’re better off to advertise on a site like 420 Intel, which is business focused, with a daily subscriber base of 13,000 marijuana businesses and investors.
2. Marijuana SEO– Search Engine Optimization is important for every business if you want to be the top result on Google. There are a lot of opportunities to rank high in the cannabis industry since it’s so new. For example, if you’re a lawyer it would make sense to optimize for keywords such as “marijuana attorney” and you’re probably not going to have much competition…yet. There are many SEO firms that can help you figure out the best approach for your company.
3. Create Content– A huge part of marketing in the digital world is content creation. If you’re not writing content you’re missing out on opportunities to talk about your product, your company’s expertise, and to engage your potential customer base and spark a conversation. Blogs also add a personal touch to your company – that there’s a face behind the corporate name. This industry is changing every day so there’s no shortage of things to write about! Your content will also help improve your SEO score. Stay up to date on topics important to the industry by subscribing to marijuana business news sites, and remember to look to the global market. The world is changing, and ideas that are being explored by others outside your target market are often golden opportunities for you to capitalize on as new in your area.
4. Cannabis Social Media– Now there are social media sites dedicated to the cannabis industry: WeedPals, Weedlife, and CannaSOS are but a few. These sites are great for making connections to other businesses in this industry, and the user base is already targeted for you. Create business pages on these sites and linking them back to your own website will also help with your SEO.
5. LinkedIn– For B2B companies, LinkedIn is a great tool for making valuable business connections. Where it used to be very difficult to find the person making the purchasing decisions in a company, now you can often find them on LinkedIn and begin fostering that relationship. A paid LinkedIn subscription will also allow you to directly email them through their InMail system. Joining cannabis related groups on LinkedIn is also a great way to be part of a business community, where you can talk about your products and learn valuable industry information.
6. Traditional Social Media– Just because Facebook and Twitter disallow marijuana ads, doesn’t mean you can’t use these platforms to promote your business. You can still create a business page and start gaining a following, although some pages have been shut down. You just need to be consistently sharing useful and relevant content to your followers and avoid bombarding them with product promotion.
7. Share Your Blog– A good PR campaign can get you published in trade magazines, as well as mainstream media. Remember not to be too promotional when sending articles for republication, because other sites are most interested in stories that will be of interest to their readers, not just your existing customers. If what you are writing is of interest to the business community, a good place to start is to send your content to 420intel, we are always looking for marijuana news stories and if you regularly produce valuable content for your blog you may even get added to the 420 Intel global news curation engine.
credit:420intel.com
