The unfair and highly politicized stigma that once surrounded the use of cannabis is quickly dissipating as more states embrace legalized cannabis and cannabis-related products. The earliest cannabis brands hired PR firms to reduce stigmatization. With a budding industry on the rise, more companies are jumping on the cannabis bandwagon. While this hyper-growth is great for consumers, it has created competition in the cannabis marketplace. How can cannabis companies set themselves apart to capture a chunk of the profit? No doubt, hyper-growth cannabis companies absolutely have distinct PR needs.

To keep up with industry growth, the time may be right to consider hiring a cannabis PR agency. PR isn’t just for high-profile celebrities. Public relations firms can help you market yourself, your unique products, and let the public know how you stand out from the crowd. However, before you hire a PR firm to represent your business, consider how a cannabis PR firm may benefit your company and how to choose the right firm for your needs.

What is a PR Agency?

Public relations agencies are multifaceted firms that specialize in promoting and growing other businesses through editorial coverage. Editorial coverage is sometimes known as “earned” or free” media because it isn’t a paid placement in an outlet. A PR agency generally doesn’t buy or place ads on social media or through billboards or podcasts. A PR agency knows how to leverage the media for the benefit of a company. Media can include local news, national news, newspapers, magazines, and websites.

The ultimate goal of a PR agency is to promote the best interests of its client by generating favorable media coverage. When potential customers view this coverage, it builds brand recognition and trust in the company. The positive public opinion can then help translate into sales for the business.

What Does a Cannabis PR Firm Do?

A top cannabis PR firm specializes in drumming up positive media coverage for growing cannabis businesses. They generally will use their resources to pitch story ideas to various media outlets. They will then follow up with these media outlets to convince them that the story will interest their viewers or readers. In the end, the media outlet gets a piece that entices its audience. The cannabis company then gets recognition. A good agency understands how to take a company message or campaign and translate that into a positive media piece.

On the flip side, a cannabis PR agency can also help a business mitigate the fallout from a less than ideal or unfortunate situation. A good firm is always strategically thinking about how to protect a client from potentially hurtful coverage. An agency can also help formulate a response that is both appropriate and has the potential to turn a situation around.

Overall, you want a cannabis PR agency to be well-versed in the following:

  • Writing and distributing press releases
  • Following up with appropriate media outlets after the release of a press statement
  • Crafting pitches
  • Product placement
  • Writing speeches
  • Crisis management
  • Copywriting
  • Blog writing
  • Market research
  • Event planning
  • Community engagement
  • Non-profit relationship management

Some of the most successful PR firms have former journalists and news people on their staff. These individuals generally have inside knowledge of the media industry and can leverage their former contacts and skills for the benefit of cannabis clients. These professionals know what stories media outlets generally select and can help convince them that coverage of your materials is beneficial to the outlets and the community.

Picking a Cannabis PR Firm

In many areas, cannabis is a relatively new business. When looking for a PR firm to manage the image and media coverage of a cannabis business, there is an important initial question. A company should ask if the agency has previous experience working with the cannabis industry. Why is this the most important question? There are limitations on the types of material and information that can be distributed about cannabis in some jurisdictions. A business will want to make sure that the PR firm they are working with understands the intricacies of working with the media and cannabis-related businesses. Knowledge of the industry helps ensure that your coverage is positive and accurate. It will also ensure that media outlets distribute coverage with the best chance of being picked up and not tossed in the press-release trash bin.

Beyond looking for an agency that understands the unique challenges of working with cannabis-related businesses, you will want to sit down and outline your marketing goals. What are you hoping to achieve? What is your budget? What are you expecting a firm to deliver? Establishing your objectives and goals early will help in selecting the best firm for your company. Once you determine these objectives, find a PR firm that aligns with your goals. Consider the following:

  • What is your budget?
  • Do they specialize in a specific industry?
  • How do they measure success?
  • What is their communication style?
  • How often will they be in contact?
  • Does their team have experience in PR and marketing?
  • How do they generate coverage?
  • Do they have experience handling crisis situations?

Hold meetings before you settle on a PR firm. In these meetings, you can ask plenty of predetermined questions pertaining to your concerns and goals. Consider these meetings an interview process. You want the best candidate for the job. Effective coverage doesn’t happen passively. It is a process that needs to be actively pursued and nurtured. The PR team you choose should be aggressive, responsive, and communicate with you throughout the PR process.

PR as an Investment

Making investments in your business is essential to growth. You know how to cultivate relationships with growers, suppliers, paraphernalia manufacturers, consumers, and sometimes even local artisans and craftsmen. Securing the help of a PR firm is another form of investment in your business. A solid relationship with a cannabis PR firm can help increase recognition, brand loyalty, and visibility in the community.

Eventually, these attributes can start translating into new customers, repeat business, and profit growth. The relationship between the cannabis industry and the media is always evolving. If you’re ready to experience growth and visibility for your business, hiring an experienced cannabis PR agency is the next step to developing your product’s brand.

Why Purpose-Driven Public Relations Have an Edge 

It’s easy to see why some companies are skeptical of shifting to a “purpose-driven” business model. Doing so requires companies to take a position on important, potentially controversial issues like environmental protection, workers’ rights, racial and gender discrimination, income inequality, and so on.

Is Taking a Stand the New Social Media in Public Relations?

Taking a stand can generate a swift backlash from the community and consumers. For an example, look no further than the reaction from many fans of the National Football League when several players, most notably San Francisco 49ers quarterback Colin Kaepernick, knelt during the national anthem as a protest against police violence.

The NFL is one of the few monolithic institutions left in American life, and the response from its fans would seem to discourage other brands from getting involved in political and social issues. Even President Donald Trump got involved by putting pressure on team owners and league officials. And yet, the NFL’s handling of its players’ police violence protests offers an instructive example of why brands should lean into social causes instead of avoiding them.

After all, what was the ultimate outcome for Kaepernick? The NFL caved on player protests and is allowing social justice messages in the end zones this year. Kaepernick partnered with Nike on their “Dream Crazy” ad, which helped spread his message to a much wider audience. Though the ad was criticized in some quarters, most people responded positively to it. Younger audiences, one of Nike’s key demographics, responded especially well.

Making that ad was a risk for Nike, but it’s a risk that clearly paid off. By being aware of social trends — particularly among some of its core customers — and partnering with someone who had legitimate social justice credentials, Nike scored a public relations coup and rode the wave to increased sales.

Jumping into the realm of social activism is new for Nike, but other brands have engaged in social, political, and environmental causes for many years now. The clothing company Patagonia, for instance, supports many social causes, especially groups focused on the protection and preservation of public lands in the United States. They’ve also imposed a “1% for the Planet” tax on themselves, in which they spend 1 percent of their sales (not just their profits) on environmental activism while encouraging other companies to do the same.

Another brand that’s making headway in terms of changing the way business is done is King Arthur Baking Company. Unlike many larger bakeries, King Arthur is a private company that is owned by its employees and is a benefit corporation. This means that having a positive impact on the world is built into the company’s corporate structure. In an article for the New York Times, Ralph Carlton, one of King Arthur’s chief executives, said “Being accountable to our employee-owners means we have to take them into account. We don’t believe in growth for growth’s sake.” The company’s message is clearly resonating with consumers; according to the Times article, King Arthur’s sales tripled this past spring when many people went into quarantine and started baking their own bread and other goods.

Is a Purpose Driven Public Relations Strategy for Everyone?

These examples and additional research illustrate the gains to be had for brands that embrace social causes. For instance, the research firm Accenture found in 2018 that 63 percent of consumers prefer to support brands that share their values and beliefs. In that same study, Accenture also found that 62 percent of consumers want brands to take a position on social and political causes, and 65 of consumers said their buying decisions are influenced by the values, actions, and words of a company’s leaders.

As we saw with Nike, these trends are even more pronounced among younger audiences and consumers. Other researchers have found that 54 percent of teens age 16-19 boycotted or bought from a brand because of its ethics. Furthermore, 63 percent of teens say they are more likely to buy from brands that back charities or other causes they believe in.

These figures provide more evidence that consumers are eager to buy from brands they perceive as having strong morals and values. However, brand trust is a precious commodity that companies should not take for granted. About 37 percent of teens surveyed in the study mentioned above said they didn’t trust the claims brands make about the causes they support, and 69 percent of teens in the survey said brands overstate how much they support the causes they supposedly champion.

That last point is critical. It’s not enough for companies to say they want to make the world a better place, they have to back it up with their actions and policies. If you tell consumers you’re moving to a purpose-driven business philosophy, you need to give them proof.

Once again, we can look at Nike for an example of this theory in action. Regardless of other criticisms the company has faced in the past, making Kaepernick the centerpiece of a campaign took courage, as he was a pariah in many circles and hadn’t been a star player for several years. But because Kaepernick had sacrificed his career and his reputation for his beliefs, Nike benefitted from his social justice bona rides.

As more consumers push for brands to become more socially and politically engaged, companies that have already adopted a purpose-driven approach or are willing to make a good-faith effort have a tremendous advantage in the marketplace. If you can show consumers that your brand shares their values, they’ll flock to your business.

How to Celebrate a Purpose-Driven Public Relations

 

Of course, getting your message in front of consumers is easier said than done. You need a public relations firm that understands the challenges purpose-driven brands face and the benefits they can provide consumers. Fortunately, PR for purpose-driven brands is what we do at Avaans Media, and we can help show the world what makes your company special.

It’s important not to be too bold or too generic when it comes to PR for purpose-driven brands. You need to be specific about what you’re doing and how it’s generating the kind of positive change you’re striving for. We’ll create a campaign that’s tailored to your company’s specific strengths and goals, and we’ll show consumers that you’re serious about achieving those goals.

This kind of campaign is something we already have experience doing. One of our biggest successes came from helping a nonprofit create content to help parents who were non-native English speakers improve their children’s early education outcomes. We listened to what they wanted to achieve and created streamlined, easy-to-understand social media content for parents to share with each other and their children. Furthermore, we helped the nonprofit lobby the state legislature to fund early education programs for pre-kindergarten students.

Our campaign was a tremendous success, generating over 401,000 impressions over six months among our target audience, with an engagement rate of over 50 percent. The state legislature also saw the extensive community support for the program and funded more early education programs, providing an even greater benefit to the community.

Our organization has the tools and talent to bring this kind of success to your purpose-driven brand. To learn more, visit our contact page to schedule a call with one of our offices. You can also find us locally in New York, Los Angeles, Honolulu, Phoenix, Denver, and San Diego.

Not too long ago, DTC brands were on a tear. The Consumer Packaged Goods (CPG) industry grew at an incredible rate during the 2020 pandemic lockdown – to $933 billion up 10.4% from the previous year. And it wasn’t just the big brands who saw that growth, boutique CPG brands reported revenue growth up 18.3%, compared to 7.5% from large CPG brand manufacturers. But recent changes in digital marketing, along with supply chain issues, have made 2022 more challenging for startup DTC brands. So, given the squeeze they’re experiencing, what CPG marketing trends will give them the most bang for their buck?

 

 

CPG and DTC Brands with Purpose

This first one is a bit of a misnomer because, realistically, purpose-driven CPG brands are an inside-out job, not simply a marketing initiative. And yet, for those CPG startup brands who can find an authentic purpose, the activation opportunities are endless. This isn’t so much a CPG marketing trend as much as it is a brand proposition.

47% of consumers say they’d switched products or services after a company violated their personal values. 

Consumers are increasingly demanding sustainable and natural products in everything from beauty to wellness to food. Searches for “cruelty-free” products increased by 400% between 2012-2022. And it isn’t just consumers. 86% of employees want to know they work for organizations with an environment, social, and ethical business practices (ESG). While we typically think about large brands doing most of the heavy lifting on ESG initiatives, startup CPG brands can create a bigger splash, reduce operational expenses, and increase customer loyalty by doing their part as well.

CPG PR & Influencer Marketing

TV ads are still the first choice for legacy CPG companies, and that’s because they know becoming a household name takes repeated exposure. But ambitious startup brands without the multi-million dollar ad budget are finding excellent success with CPG PR and even seasonal sprint PR programs. From wellness products to beauty products, CPG brands know the value of trusted recommendations, like magazines.

Trust isn’t a CPG marketing trend – it’s a requirement. 

And because of the importance of the trust factor, startup CPG brands are also turning to influencer marketing. But they’re doing it most often with micro-influencers (between 1,000-10,000 followers). While micro-influencer campaigns are considerably more effort to manage, the results can be impressive because micro-influencers typically have higher conversion rates and that’s because they are more relatable and trustworthy than celebrities.  And it isn’t only CPG brands finding success with micro-influencers, consumer tech brands are doubling down on influencer campaigns too.

 

Product Personalization

Consumers are opening their pocketbooks for DTC startups that offer personalized products; 71% of consumers expect personalization. In some cases, consumers are willing to give up product effectiveness to a more tailored product. From personalized product recommendations to celebrating milestones, today’s consumer expects even CPG startups to know them as customers.

Millennials, already spending more on self-care than any other generation before (2X more than baby boomers) are driving the demand for personalized CPG products. Already, 70% of the top DTC subscription brands use product quizzes to help personalize the customer experience. Not only does this increase consumer loyalty, but it provides a pleathora of data that can be used in future retargeting and PR campaigns.

Millennials are also driving another CPG trend: CBD. While 28% of consumers already use CBD, 56% of millennials do. They’re leading the charge that fuels the 4X growth in CBD products projected between 2020-2026. From pets to skincare, CBD is still a very in-demand product.

 

One thing is for certain, CPG startups aren’t going away. The internet has supercharged the consumer’s ability to find and purchase products – and it means CPG products in every category have more competitors than ever before. Brands that invest in savvy CPG marketing and PR will have the upper hand with customer acquisition and loyalty. And that means they’ll have more longevity than ever before.

Tech PR needs to be reinvented. Telling a great tech story today differs from what it used to be.

For the past 15 years, tech has been leading much of the conversation, so with a few press releases and a TED Talk, an upcoming and coming CEO could set the agenda. Zuck set the “let’s make an interconnected world” agenda. Steve Jobs set the “intuitive design” conversation. And while there is plenty more innovation headed our way – tech itself is no longer the story.

Emerging tech companies need to connect to the conversations their community is having or going to have in an enormous way. Why?

Today’s reporters need stories that capture the moment, not navel-gaze into the future. 90% of tech writers are curious about backend technology, but won’t write about it. Most outlets only have one tech reporter, that poor person receives over 500 pitches per day and an uncomfortable number of them are still using buzz words like “innovative”, “disruptive”, and the worst of them all, “unique.” These words now cause journalists to glaze over because they’re so overused and increasingly unbelievable. The question comes down to “WHY?”

 

So if Tech Itself is No Longer the Story…What Is?

Technology companies need to tell stories about how they’re connecting to the stories consumers are watching. Great tech stories often start with core values and it isn’t just consumers who want to know more about how you’re solving the world’s actual problems, it’s investors too – 88% of institutional investors are evaluating ESG (environmental, social, governance) with the same scrutiny they give operations and finance.

Let’s look at what people are searching for on Google:

How to Tell a Tech Story today

Look how emerging tech doesn’t even register compared to climate change and racism. There are far more reporters covering these emerging trends than the tech itself. Tying your tech story into the zeitgeist, that’s where tech companies become indelible.

Here at Avaans, we write a lot about purpose, what it is and why it’s important to fast-growing companies. Even though we are a boutique firm, we have guiding principles as well.

That’s because not only does a clear purpose give the company and the brand extra internal fortitude, but it allows consumers to connect with your storytelling on a deeper level.

Regardless of stage of growth, having purpose is the path to longevity and a connected customer base. It’s also a great launching pad for purpose-driven PR.

Digging deep to find these stories may take some time and candor about corporate culture – but these are the stories that stick. These are the stories that create memorable brands. You can’t start telling this story too early.

 

What Makes a Great Tech Story Today?

Every story needs to be:
Relevant
Inevitable
Believable
Simple

As you look at these components, you may think about how your technology fits into these buckets; resist that urge for a moment.

The first two are the lowest hanging fruit, the last two can take years. Take, for example, Salesforce. When they wanted to grow, they made a simple but audacious claim: the end of software. Establishing relevance and the inevitability of tomorrow’s cloud-based world were the simple parts. Notice how they made that claim about the user, the client, not themselves, and it was simple. The stories about how this changes business and the world are immeasurable. But, Caryn Marooney who worked with Salesforce during those early days says “it still took us years to establish true believability,”.

Set your expectations accordingly. Expect to get two to three of those messages across in the early stages. As you grow, as you show more credibility, and as trust between your company and the media increases, “Believeable” will come. Trust isn’t something manufactured in a boardroom, trust is earned.

Today, Salesforce continues to tell stories relevant to their customers and the media that aren’t about technology. Salesforce recently claimed that the “Salesforce economy will create 9.3 million jobs and $1.6 trillion in new business revenues.” The white paper is chock full of bite-sized data that an entire story can be built around the new economy, what this means in today’s labor shortage, the threads are endless and the study gives legs to talking points that can last a year.

 

The Case for Tech Storytelling Over Trade Shows

Let’s be clear – we’re big fans of tech tradeshows and conferences. Many a product has gotten media from its standout strategies at CES for example. But the coverage around CES, like any tradeshow, is diluted and noisy. Reporters at conferences are looking for clickable headlines: they want big dollars, ticker symbols, known brands.  At tech trade shows you need to stand out with remarkable, word-of-mouth activations, to give extra lift to your story – or you’ll probably share the story with 1 or 2 competitors. Sure, a trade show can give you a lift, and it can be an excellent place to connect with the media – but you simply can not rely on a trade show to do all the heavy lifting. We so often see companies make a trade show their launch or the key message for an inordinate amount of time. The fact is, trade shows give a temporary boost, but great tech storytelling goes on for decades. 

Here’s more good news: the more simple your key message, the longer your tech storytelling will last. Counter-intuitively, simple messages last longer and provide more room for interpretation.

 

A colleague of mine once asked “Why does everyone want to go viral (with their content), I want to go cancer with my content, I want it to last a long time and fight to stay,” Tech storytelling is the same, tapping into current media trends and the mindset of the customer. Core values, Purpose, a solid mission, and knowing your next 3 steps will ensure your tech story starts out great. 

If you’re looking for a tech PR agency that goes the distance with you to find the great tech stories of today and tomorrow, then drop us a note, we’d love to dig deep with you too.

 

On the surface, it might seem that purpose-driven companies are vastly different from hyper-growth companies or emerging industries, but nothing could be further from the truth. Purpose-driven perspectives for hyper-growth and emerging industries is actually imperative to future success. Hyper-growth and purpose overlap in critical phases in a company’s or industry’s growth. Because fast-growing companies and emerging industries are closer to their customers and in the earlier phases of culture-building, purpose is more clear, and it’s actually the perfect time to codify purpose so as scale occurs, the purpose isn’t lost.

 

Isn’t Social Impact too Expensive for Growth?

While fast-growing companies have certain cultural requirements: creativity, flexibility, and drive, none of these things limit purpose. This very question assumes that growth only happens when hustle culture dominates. We have many clients thriving in purpose without the debilitating effects of hustle culture. But even if your company is incubating a hustle culture mentality, when the stakes are higher than ever, people need a higher purpose that inspires them. So it’s important for companies in the growth stage to double down on brand and product purpose. In fact, purpose may be a matter of survival, and not just PR for hypergrowth companies. At least according to Larry Fink at Blackrock who has for years been advocating for brands to implement purpose in order to grow.

Further, purpose is an expectation of GenZ and Millenials, that companies embrace their social, cultural, and environmental responsibilities. Further, employees are increasingly choosing employers based on the company’s beliefs and values. So, recruiting the best talent will if not now, eventually, require companies and industries to double down on purpose.

One example of this is the emerging vertical of the cannabis industry. The cannabis industry is founded in activism, but when the industry codified as states legalized THC, the industry doubled down on purpose, taking on the social injustice of cannabis prisoners in the Last Prisoners Project. And the cannabis industry is exploding, so there’s a clear precedent for growth and purpose. Brands who take on purpose and a higher power super charge their hyper-growth.

 

When Do Hyper-Growth Companies Need to Define Purpose?

Growth stage companies have an advantage: history doesnt’ hinder them. Existing companies often have to go through an intense reorganization to discover and fulfill purpose. For hyper-growth companies or emerging industries, the time to determine purpose is now. Elevating your company’s biggest aspirations in alignment with today’s social, cultural, and environmental challenges is a key growth strategy. Both private and institutional investors are analyzing a company’s social impact before they ever commit to investing, and this trend shows no sign of slowing down.

Larry Fink, CEO and chairperson of the multinational investment firm BlackRock, created a tectonic shift in 2018 when he said, “To prosper over time, every company must not only deliver financial performance but also show how it contributes positively to society.” In his 2021 letter to CEOs, he said, “It is clear that being connected to stakeholders — establishing trust with them and acting with purpose — enables a company to understand and respond to the changes happening in the world. Companies ignore stakeholders at their peril — companies that do not earn this trust will find it harder and harder to attract customers and talent, especially as young people increasingly expect companies to reflect their values.”

Defining, developing and implementing purpose is step one to ensuring a company’s strategic growth.

How Does Purpose Driven PR Help Companies in Hyper-Growth?

A challenge many fast-growing businesses, especially those in emerging industries, face is brand building. Purpose is a considerable portion of a brand and while it gives internal and external stakeholders corporate structure, it also lends itself to authentic storytelling, which greatly aids in securing media coverage. For many companies in competitive emerging industries, PR is an important differentiator for those with industry-leading aspirations.

 

With all the advantages of purpose-driven initiatives for fast-growing companies. The question is reall- can fast-growing companies afford NOT to define a greater purpose? We’ve been working shoulder to shoulder with our clients on purpose-driven communications and PR since 2008. From movements to politics to social impact, our success stories speak for themselves. Contact us today to get started.

Despite the challenges for cannabis brands, social media is important to them.

In 2005, just 5% of American adults were on at least one social media platform. By 2020, that number had risen to 72%. And as social media has become a ubiquitous part of modern life, social media marketing has, in many ways, become a virtual version of the storefront. It is vital to the success of retail operations in the United States.

However, the booming cannabis industry cannot capitalize on social media marketing the way that others can. Because cannabis has still not been legalized at the federal level, major social platforms such as Facebook, Instagram, YouTube, Pinterest, Twitter, and LinkedIn all limit cannabis companies’ ability to promote their product on social platforms. Each platform has a specific policy in place that limits the efficacy of cannabis marketing online.

Many cannabis companies and cannabis-adjacent companies have had their profiles deactivated and pages deleted without notice by various platforms, and still others have their ad accounts shut down when they try to post a promotional ad for their products.

This ultimately costs each business money and customers and reduces their visibility and reach online. Social media platforms police these businesses and the content they post, and it’s not unheard of for a company to alert the platforms’ administrators to a competitor’s post as an underhanded way to reduce the impact of their advertising.

But while cannabis brands face and will likely continue to face specific challenges in advertising their product until it is legal at the federal level, there are still ways that they can advertise themselves while operating within social media platforms’ stated parameters. Let’s take a look at some of the ways cannabis companies can appeal to the hundreds of millions of people on social media without risking deplatforming.

Traditional Advertising

While you can definitely still make use of social media advertising, you will need to tread carefully to ensure that you are not in violation of any of the platforms’ policies, which vary from service to service.

One possible loophole to the platforms’ blanket moratorium on cannabis advertising is to publish ads that are for educational purposes. By ensuring that the ad is not promotional and doesn’t link to a promotional page, you will have improved the chances that your ads will be approved by the powers that be. There are, obviously, limits to the effectiveness of an ad that doesn’t actually advertise, and you’ll need to get creative for it to be effective.

However, even if your ads are educational and created for advocacy purposes, Facebook could still try to shut down your ads account or your business page. They may argue that even though your ads were merely meant to be educational, they still promote cannabis use.

At the end of the day, ads are an option, but you must exercise extreme caution. Most cannabis companies do not have much success with traditional advertising on social media platforms, and the few that do are in an extremely fortunate minority.

Educational and Valuable Content

In order to develop your unique brand online, you should publish content that your target audience will value. Your focus should be on educational content that could be useful to your customers, rather than on promotional content.

Share useful data with your target audience and indirectly promote your brand through videos, posts, articles, and more that help bring visibility to your brand but don’t violate social media policies. Even customers of businesses that are permitted to post promotional content regularly post other types of content, including educational content, as most customers don’t want to follow companies who only promote their products and offer little that is informational or otherwise useful.

Engagement

Instead of focusing on promotion, you should focus on engaging with your current customers and your new potential customers. Don’t post information about your products or price info. Don’t publish any content that shows customers interacting with your products. Instead, concentrate on creating content that won’t violate the platform’s policies.

There are many types of engaging and entertaining content that can instill brand loyalty in your customers, such as tutorials, infographics, behind-the-scenes content at your place of business, and more. When consumers interact with this type of content, it puts a proverbial face to your name, increasing their trust in your brand, and helping them get to know your business better.

Earned Media Attention

One of the most important social media advertising opportunities for cannabis companies is earned media attention. When individuals share content that you published in other forums, on other social media platforms and elsewhere, you earn social media attention. And unlike running ads that may go against platform policies and get your page shut down, this publicity is entirely free. Generating word of mouth is one of the very best ways to bring in new customers.

The content that people talk about and are excited to share is content that is entertaining, informative, and authentic.

Some ways to generate this shareable content is through:

  • Blogging – If you are in the cannabis business, you should absolutely maintain a regular blog. Draft interesting blogs and then share your blog posts to your social media platforms so that your audience can easily find and share your blog content. Select topics that you think your audience will care about and remember to keep it educational and informative rather than promotional.
  • Videos – Blogs, of course, require consumers to engage with the written word. Many people prefer a visual format, which is why videos are such a great way to reach your target audience. In fact, if you have the resources, you could turn your blogs into video blogs for those who prefer to watch rather than read. You can also share video content across various social media platforms, from Facebook and Twitter to YouTube and Instagram. You might consider using videos to interview important individuals in the cannabis industry, educate your audience on the many different beneficial compounds found in cannabis besides the well-known THC, and advocate for the federal legalization movement.
  • Podcasts – Finally, you can use podcasts to promote your brand and reach your audience. Grab some recording equipment and use one of the numerous free apps to create your own podcast. Use the podcast to do an audio version of your blog, or to conduct interviews with influencers in the industry or activists who are leading the fight to legalize cannabis at the federal level. And of course, share that content across all of your social platforms.

If you run a cannabis business, it can be an uphill battle trying to leverage social media tools to promote your products online. But there are still ways that you can reach your target audience and increase engagement through these platforms.

Contact Avaans Media

If you are interested in learning more about how to use social media to your advantage as a cannabis business, or are seeking assistance building your brand, look no further than Avaans Media, recognized as a top cannabis PR agency. Our team has the experience and skills to help you develop a strong brand and increase your customer engagement through social media marketing. Contact us today to find out more.