For brands, having an online presence isn’t optional anymore — it’s a requirement. With over 4.5 billion total users across the world, social media holds limitless possibilities for marketing. There’s never been a better time to start building a brand on platforms like Facebook, Instagram, TikTok, and more.
For cannabis brands, however, it gets more complicated. Thanks to the varying regulations in each state on cannabis, many social media networks have placed restrictions on how cannabis companies can advertise online.
Despite those challenges, many brands are successfully leveraging social media as a cannabis marketing and branding tool. Let’s explore the world of social media marketing for dispensaries.
Marketing vs. Branding on Social Media
Terms like marketing and branding are often used interchangeably, but they have their own unique — but complementary — roles in the social media world.
Marketing on social media is all about using social media platforms to get your products out there. It involves creating and implementing a targeted strategy to increase sales.
Branding, on the other hand, is about creating a recognizable identity on social media. Using your curated profile and content, the goal is to leave an impression on your audience and build trust in your brand.
Without a clear and compelling brand, it’s a lot harder to effectively market your products on social media. And likewise, without a strong social media marketing plan, you won’t be able to get your brand in front of new eyes.
Using Social Media to Strengthen Your Brand
Social media is one of the most effective tools for growth in today’s digital world. But in a complex legal landscape — with limitations on paid ads — how can you safely and effectively market your dispensary on social media?
With the right strategies, social media can become a powerful tool to both strengthen your brand and market your products. Here’s how to make that happen.
Know Your Audience
Like with all forms of marketing, social media starts with knowing your audience. The ideal customer you’re hoping to target will shape the rest of your strategy, from where you want to build a presence to the kind of content you post.
Focus on Adding Value
Most social media platforms limit paid ads, along with posts that make direct reference to sales. That’s why on social media, cannabis education is key. Post informative content that creates value for your followers, like helpful infographics or photos with educational captions.
The priority should be education — not just to avoid breaking social media regulations, but also to build trust with your audience.
Create a Clear Mission
While social media can yield great results, it still isn’t easy to gain a foothold with so many other brands competing for attention. That’s where a clear, defined mission for your brand comes in.
Your brand’s mission is its purpose — why your dispensary exists and what sets it apart. Through elements like design, messaging, and tone, your content should revolve around this mission to build a stronger relationship with your audience.
Be Consistent Across Platforms
In social media marketing, consistency is key. From the tone you use in your messaging to the visual themes in your photos, being consistent allows you to be more recognizable. Customers should be able to identify your brand at just a glance — no matter what social media platform they’re on.
Making Social Media Work For Your Dispensary
At HIGHOPES, we’re committed to helping cannabis brands level up both their marketing and branding efforts. Contact us today to learn more.