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April 30, 2018 10 Things

10 Things I know about... Marketing your marijuana business

Amadeus Finlay is director of corporate communications and business development at Worcester creative agency Paris Marketing. Reach him at amadeus@paris.marketing.

10) Social media isn’t your friend. Sponsored content is prohibited, and platforms do not care to make the distinctions between THC and CBD.

9) …but SEO is. Since paid advertising is not an option at this point in the cannabis industry, get around the restrictions by taking full advantage of organic SEO techniques. You can support your endeavors by creating a blog with relevant and valuable posts.

8) Email marketing works. Cannabis will attract the eye of your email marketing targets.

7) Open rebellion: cannabis industry channels. It’s the brave soul daring to challenge the Google-Facebook duopoly, but a number of channels support the promotion of cannabis: Weedmaps, Ganjapreneur, Cannabis Business Executive, Marijuana Business Daily and Women of Cannabiz.

6) Be intelligent. This is an industry attracting individuals from across the social spectrum. Tailor your content for greater effect.

5) Understand the product. Unless you can position yourself as an expert, the audience will know.

4) Understand the restrictions. Cannabis may be legal for recreation and medicine in Massachusetts, but that is not the same for Rhode Island. Confuse the two and your marketing is going to be in big trouble.

3) Your client may not be compliant. Ensure your client is compliant before you dive in. Those few minutes could be invaluable in the long run.

2) Society needs educating. One person I spoke to feared “legalizing pot will bring America to its knees.” Marketing agencies have the important, but delicate task, of educating society.

1) It’s good to cross pollinate. By becoming visible in industries such as craft beer, you can benefit from an industry with an existing footprint.

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