A GUIDE TO MARKETING IN THE CANNABIS INDUSTRY


Cannabis became legal in Canada in late 2019 and has since become a $ 6 billion industry. Since its legality, the market is full of numerous retailers, growers and most importantly consumers. To be successful in the cannabis industry, like any other industry, a company must plan, create and implement a cannabis-specific digital strategy. Before entering the strategy, it is important to pay attention to the digital marketing guidelines set by the government. Companies operating in the cannabis sector should not engage in the following marketing efforts:
• Marketing materials cannot promote people or events
• Marketing materials cannot contain celebrity approvals
• Marketing materials may not include attraction, recreation, risk, excitement or bold behavior promotions
• Marketing materials cannot promote positive or negative feelings associated with cannabis use
• Marketing materials cannot show the cannabis plant
• Marketing materials cannot show people that they smoke marijuana
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With the repeal of legislation, we can focus on what works and what doesn't for cannabis marketing.

1. Organic

No, not buds, marketing strategy! Forcing your company through organic mechanisms should always be the first item on the marketing checklist. Make sure your website is optimized for SEO and there are plenty of back links. This will help you organically upgrade your site to the top of the SERP without the need for any paid advertising or black hat methods.

2. Use Your Platform To Train

Good content is all and end of digital marketing. In a industry as modern as the cannabis industry, you should definitely use education as a means of content marketing. Canada's demographic characteristics are distributed across age, ethnicity and gender. This means that some stamps around cannabis may still exist. Using your platform to educate current and potential consumers about cannabis is your job as a company in the cannabis industry.

3. Creative Campaigns

As mentioned earlier, the cannabis industry is still in its infancy. Use creativity as leverage to build and maintain the customer base. Through graphic design, webinars, rich media and similar environments, consumers can become more knowledgeable, aware and interested in the cannabis industry.

4. Follow The Regulations

Businesses need to be careful when developing and implementing a marketing strategy. Comply with all regulations, whether municipal, provincial or federal. If you are unsure or have difficulty understanding the applicable rules, seek legal advice. Failure to comply with regulations may have devastating effects on any enterprise operating in the cannabis industry.

5. Suitable Agency

If you really plan to outsource some or all of your digital marketing, be sure to hire a company with knowledge and / or experience in the cannabis industry. This can help reduce headaches along the way as these companies have a better understanding of what works, what doesn't, and regulations and restrictions.
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