As the legalization of marijuana sweeps across the country, it’s not surprising that more and more businesses are looking to cash in on the green rush. But in an oversaturated market, it’s harder than ever to stand out from the crowd. That’s why effective cannabis marketing strategies are critical to success. At Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company, we understand the challenges cannabis brands face when marketing their products. We work with brands to identify the most effective marketing solutions that drive results custom-tailored to a business’s marketing and advertising objectives. Below, we share five tried-and-true cannabis marketing strategies that can help boost a brand.
1. Leverage Customer-generated Content
Customer-generated content is a great way to create valuable content. It’s also an easy way to get a brand in front of people who might not otherwise be interested in the product or service.
The key is to make it easy for customers to share their experiences with a business. A simple way to do this is by adding social sharing buttons to the website and encouraging visitors to tag their friends in photos or post them on their social media channels.
2. Utilize the Power of SEO
SEO, or search engine optimization, is a powerful tool for marketing your cannabis business. According to multiple studies, 78% of consumers research products and services on search engines like Google and Bing before purchasing.
Search engines like Google and Bing are constantly working to improve their algorithms, determining which websites appear in the top results when a search is conducted. The higher a company can rank on those search results pages, the more likely people will see their website and click through to visit it.
3. Showcase your Product Differently
There are plenty of ways to showcase a product or service. A brand can create a video, write an article, host an event, or even craft a blog post. But one of the most effective ways to showcase a product or service is by creating an infographic. Infographics are easy to read, and they allow an audience to see how the product or service can fit into their lives.
4. Use Freebies to Generate Buzz
There is a reason that freebies are such a popular marketing strategy. People love free stuff, and they will do almost anything to get it.
With cannabis, this can be used to a brand’s advantage to generate buzz. With the industry still in its infancy and regulation still up in the air, there are plenty of opportunities to offer something new or exciting to customers to get their attention.
The trick is knowing how to best use these offers to entice people into trying a product or service without overdoing it and risking losing credibility with them.
5. Target Influencers in The Cannabis Industry
Influencer marketing helps a brand reach new audiences, gain access to valuable customer insights, and improve brand perception. It can also help build stronger relationships with customers by engaging them through social media channels like Facebook or Instagram. They already spend time interacting with friends and family members each day. By tapping into these communities through collaborations between brands and influencers, companies can better understand what their customers want from them while giving back something useful in return (such as coupons or discounts).
The Takeaway
Ultimately, there are a lot of cannabis marketing strategies and marketing agencies in the industry. So many that it can be overwhelming for a brand to decide who it should work with. As with anything else when it comes to marketing a business, these choices must be made carefully. A good cannabis marketing agency will bring value and help build a brand with unique marketing strategies.
At Durée & Company, we offer creative, customized plans that reach audiences, create buzz and drive results. If you are seeking to leverage the industry’s best PR agency, contact us today to get started.
About Durée & Company
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, health and wellness, cannabis and hemp, psychedelics, technology and cryptocurrency, marine and yacht, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.
