Cannabis Marketing 101: A Quick Guide for Managers

Harbor House Cannabis Dispensary Branding - Billboard Design

As a small business owner, marketing what you sell is necessary. You may have many moving parts in front of you at once, and sometimes you must choose between addressing operations or developing a new marketing method. In a case like that, no one will fault you for choosing your processes first. 

Marketing will have to become one of your business habits. After all, if no one hears about you, no one would buy from your business. But you don’t need to become a marketing expert overnight. This guide will simplify the process by teaching you easy marketing tips you can start applying today. 

Quick note: Cannabis marketing has some legal limitations to remain compliant. Out-of-home advertising is very limited, and ads that mention mental state-altering substances are often not allowed. Compliance laws and guidelines can vary according to state so staying on top of regulatory updates is key.

Weedmaps Advertising for Slidderz
Weedmaps Digital Advertising

Types of Cannabis Marketing

Marketing for dispensaries uses the same methods as other industries. It’s all about knowing how to speak to the potential customers looking to benefit from your product. Here are some common types of marketing for your cannabis business:

SEO and Blog

Search engine optimization (SEO) involves optimizing your online content to show up on search engines like Google. You can do this on blog posts, landing pages, and other places online to appear when potential clients look for products like yours.

Out-of-Home Advertising

This type of advertising is pretty straightforward. Any marketing you see outside your home, billboards and product placement are both out-of-home (OOH) advertising. With this type of marketing, it’s particularly important to understand how to stay compliant. Another option to expand your marketing options offline is to try in-person or online events. 

Digital Marketing

Digital marketing can mean showing up for your potential customer anywhere they hang out online. This type of marketing usually includes banner ads, and pay-per-click ads on search engines, among other types of paid advertising. 

Focus on the business side of your work by hiring out your cannabis marketing needs to an agency.

Marketing Best Practices

You don’t have to develop a complete multi-channel marketing strategy immediately. Before starting any of them, you’ll want to consider some marketing best practices.

Define Your Target Audience

Before you market anything, you’ll want to understand your target audience and where they spend time — both physically and online. These insights will allow you to speak their language and show up where they can see you.

Set Goals 

What do you want to accomplish with your marketing? You’ll approach marketing differently if what you’re looking for is brand awareness versus if you want to focus on growing sales.

Work With an Agency or a Marketing Professional

If you’re concerned about jumping into marketing your business on your own, you can always get extra help. Reach out to general marketing agencies or get specific cannabis marketing help from an agency like HIGHOPES. 

How To Start Marketing Today

Now that you’ve learned a bit about types of cannabis marketing and best practices for success, you’re ready to get the ball rolling. A simple step you can take today to get started is identifying your business’s vision, brand identity, competition, and target audience. This preparation will simplify planning for any of the above marketing types.

Patrick Toste from HIGHOPES

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