Connecting with the audience and building their trust online is perhaps the most daunting challenge for any business. And it becomes all the more challenging when you are dealing with marijuana. The biggest concern lies in finding the right branding tone and message to promote your products and brands in a positive light. Now that marijuana has become legal, you can leverage the online marketing channel to win the race. But everything boils down to your ability to understand this landscape and create a strategy that pays off. Here are some useful tips that can help you design a digital marketing plan that really works.
Research the market and consumers
Even before you define the image and tone of voice of your brand, you need to understand your target market. This can get a little complicated because consumers use these products for diverse reasons, medical and recreational. Further, they belong to different demographics and age groups. The best place to start for establishing a robust digital marketing plan is by brainstorming your ideal customer to understand who your target audience is. There can be more than one target group and you need to know them all to create and refine your brand’s personality.
Know where to advertise
Identifying your target audience is just half the work done. You need to identify the channels to promote your brand and products holistically. A mix of conventional and modern marketing strategies is the best way to get effective and sustainable results. You can promote via traditional means such as niche-specific publications but your focus should mainly be on online channels. SEO is perhaps the most vital element of Marijuana marketing because it makes your website visible on top of search rankings. Also, you must consolidate your brand on social media platforms.
Consistency is the key
While being present across diverse advertising channels is important, you cannot forget the value of being consistent. Basically, your brand should replicate the same look and feel everywhere, whether it is print ads, online paid ads, social media pages or your website. While factors like logo and theme colors decide the look of your brand, content and messaging are even more vital. You need to have content that connects with the audience by narrating a compelling story. The best approach would be to have a storytelling element in the content because it has the potential to win the trust of the audience. Focus on delivering relevant pieces of information that are supported by research-based facts.
Understand the law
The most crucial aspect of cannabis marketing is adhering to the legal norms so that you are never on the wrong side of the law. Rules and laws change when it comes to selling cannabis. Stay aligned and educated on local regulations and make sure that you follow them closely so that your business does not suffer from penalties. It is all about establishing the credibility of your brand for the customers and the authorities.
Ensuring that you follow all the best practices while marketing cannabis online will get you the best results and keep you out of trouble. Being aware is the key and these tips will definitely help.