Cannabis is finally having its day in the sun after years of ridicule. The lifted ban on cannabis use for medical purposes (and, in some states, recreational) breathed new life into the industry, with more companies registering and more cannabis-infused products (and more variety) than ever before. But that doesn’t mean that it’s easier to do a cannabis product launch. While this is excellent news for the industry as a whole, for those who are in the cannabis space, marketing their product or brand can be pretty challenging, even with so many options readily available these days.
However, there are some innovative ways in which you can spread the word when you’re launching a cannabis brand.
Why Is Cannabis Industry PR Important?
Just like any other form of marketing, cannabis marketing helps your cannabis brand. Because it is aimed mainly at them, it naturally draws more excellent leads and potential customers. Nowadays, it’s usual to see marketing for cannabis products on social media sites like Facebook, Instagram Stories, and SEO-optimized campaigns.
While promoting cannabis products, it’s crucial to use caution. As reported by the Food and Drug Administration (FDA), all cannabis products must adhere to any rules that may be in force. According to a Food and Drug Administration (FDA) decision, manufacturers cannot add cannabis to food, supplements, or pet food. This prohibition is valid regardless of whether the product is marked as containing hemp.
Since there is no evidence using cannabis has any real health advantages, cannabinoids cannot be sold as dietary supplements or added to the cleared goods by the FDA and sold legally.
Regardless, brands are not permitted to make medical claims about cannabis; if you do, they will suspend all your online marketing activities. You won’t experience any difficulties running your marketing initiatives as long as you adhere to the local laws and regulations.
Understand the Demographic
Many cannabis firms are unaware of the hazards of modern content marketing and cannabis industry PR when selling cannabis oil or goods or are adopting non-compliant or old-fashioned marketing techniques.
Due to the high volume of incoming cannabis business, your branding needs careful preparation, original thinking, and consistency to stand out in an emerging market. To effectively engage with local consumers, they should provide your cannabis marketing plans with ways to connect through various channels, including SMS marketing, native applications, and cannabis-focused blogs and press releases.
The age of a target demographic will undoubtedly affect the digital marketing channel they use the most. It is expected for influencer marketing and loyalty programs to be favorably received by cannabis consumers between the ages of 19 and 29. On the other hand, people in the 30 to 60 age range are more inclined to look for reviews and videos instead. While customers over the age of 60 are more likely to connect with a marketing campaign through the platforms that they are familiar with utilizing and respond to emails addressed to them.
Your cannabis firm may improve its marketing strategy by using an omnichannel marketing solution and preferably one that targets customers according to their chosen communication channel. Your open rates and other essential metrics covered below can be influenced by targeting by medium and the proper age.
Know Your USP
Your cannabis product’s USP or Unique Selling Proposition will give value to your brand, and there’s only one way of ensuring others know what you have to offer. Cannabis products have evolved into a panacea, making it more difficult for businesses to enter the market and determine their position precisely.
Should your primary goal be to manage pain or edibles or offer products for the pet industry? To position your cannabis brand effectively, finding the right match is crucial. Most cannabis companies lack a distinctive viewpoint or brand objective and cannot determine their brand fit. They sell the same things and don’t attract new customers.
Brand fit is a vital component that can make or destroy your cannabis brand’s marketing plan. Given the variety of health advantages that cannabis offers, the market must be uniform. Position your brand such that it closely links to your target customers. Create your company and your products to appeal to their personalities, meet their needs, and address their issues.
Focus on User Experience
The eCommerce user experience is essential to any online purchasing process. As a result, it is vital to investigate the entire user experience of your website. There are several strategies for enhancing the user experience on your website, but when buying a product like cannabis, discoverability, legitimacy, and usability are crucial.
You can hire a company to conduct surveys, make adjustments, and perform your informal study. Additionally, you may ask visitors to your website who have just made a purchase how their experience was and if they have any particular recommendations for enhancements.
Don’t Forget the Press Release
You may use a press release to introduce new products or services since it is simple to disseminate to journalists, news sources, and all of the main search engines and social media platforms. Press release allows the business to reach a wider audience.
Additionally, businesses may send out several press releases as needed because the press release is simple to write and distribute. Press release hyperlinks that direct readers to other firm websites are only one of the numerous additional elements publishers may include in digital press releases. Businesses also frequently use highly particular keywords when discussing their goods, including those related to the brand. The press release may be made even more search engine-friendly by including relevant keywords related to the business.
A press release is a permanent part of a business’s public record because it is so readily available that people can find and reread it in the future. A neatly carved-out press release can also double as a direct communication tool, enabling businesses to quickly communicate with the general public and the target demographic on critical areas such as the benefits of said cannabis product.
Suppose the brand can provide a PR agency with all the information required to spread the word through a press release, including accurate information, comprehensive data, and pictures, and provide access to the brand’s spokesperson. In that case, you will add value and enhance your reputation through strategic PR.
It is the main reason brand awareness is combined with the expertise and objectivity of a reputable journalist or newspaper who wouldn’t spread false information for financial gain. The general people can tell the difference when someone has this type of credibility. 420 PR can be complex, so you should hire experts to draft the press release and all other marketing collateral.
Use Social Media
The advertising of cannabis products through promoted tweets or ad spaces is presently not permitted on Twitter. Retweeting or sharing links that aim to raise awareness of the items is the most effective way to promote them on the Twitter network.
Facebook and Instagram both have relatively similar policies; however, Instagram accounts run the possibility of being deactivated if they are detected. Instead of attempting to sell straight to the audience, the emphasis should be on educating them about cannabis products for Instagram promotion. The Instagram account trying to advertise the items should link to authority posts or share cannabis material from other pages rather than running sponsored advertisements.
Facebook has loosened its restrictions on marketing goods containing cannabis, but only for topically applied treatments. The advertising should point to a landing page with the FDA’s disclaimers indicated earlier and age limitations for optimum performance. It is important to note that both inhalants are still illegal.
One of the ways to attract new consumers and boost sales is to promote products on social media. You can include platforms like Facebook and Twitter in your marketing plan to help you establish an online presence and interact with the target market warmly and welcomingly. So while promoting cannabis goods, be sure to leverage the power of social media entirely.
The world can learn about your product thanks to affiliate marketers, who can do it all without you having to do a thing. Industry statistics predict a 10% increase in affiliate marketing spending over the next five years. Note that online users clicked on affiliate marketing links more than five billion times, generating an astounding $12 billion income.
One of the best methods to keep your cannabis business current with market developments is participating in industry events. Participating in such events offers brands invaluable knowledge about trends, laws, and other vital issues and provides a great chance to network with possible clients and rivals. Attending industry events is a fantastic opportunity to show your dedication to your cannabis brand and stand out from the competition.
Have a Plan
Your cannabis product launch will stand out to potential clients if you properly design an efficient marketing strategy. As a cannabis company, developing an efficient marketing strategy is crucial to connect with your target market and conveying the appropriate message.
Start by identifying the characteristics of your prospective clients, such as their age, interests, geography, etc. After establishing these fundamentals are established, pinpoint the platforms they frequent and create a thorough approach that delivers information that appeals to them and best showcases your cannabis goods. It involves using influencer alliances, email marketing, social media campaigns, and other techniques that get you recognized.
Follow the Rules
Even if the cannabis industry is still in its infancy, you must familiarize yourself with the rules and regulations before your cannabis product launch. For instance, a few California cannabis firms and manufacturers have started selling their goods to clients online, avoiding the conventional brick-and-mortar retail stores and delivery services that have long served as the industry’s gatekeepers.
Some of the top marijuana firms in the state, such as Roach, Old Pal, and Kiva Confections, are using the direct-to-consumer strategy. Still, practicing this new method of reaching customers is only done in California.
What About SEO?
Search engine optimization, sometimes known as SEO, is one of the most natural ways to develop your business on the Internet. Since you will market and sell your brand online, it pays to ensure that you have an online presence and, more importantly, that others know of that presence. It is where SEO or Search Engine Optimization comes in.
The cost of using this strategy is typically much lower than other advertising tactics, even though it might be relatively challenging to implement. Hiring an SEO specialist who can do all the heavy lifting for you is the most innovative approach to ensure the effective spending of your time and money.
You also don’t have to worry about flouting cannabis marketing regulations. However, if the FDA looks into any health or illness claims, please be advised that SEO “keywords” will be seen as a marketing and promotional materials. By using effective SEO techniques, you may establish yourself as a respected thought leader in the cannabis industry.
Even though the cannabis industry is already enormous, it is still expanding swiftly due to consumers’ increased acceptance of it. According to conservative estimates, cannabis sales are likely to generate around $1.8 billion yearly, a remarkable increase from sales in previous years. Researchers have long expected that the consumer market will overtake the whole legal cannabis business, and that seems like it’s going to happen sooner rather than later.
However, a deeper examination of market patterns reveals that the legal marijuana sector in the US expects to reach a value of more than $23 billion in the next few years, setting the example for the cannabidiol industry in this country.
A lot goes into cannabis industry PR during a cannabis product launch. Still, it’s safe to say that the tips mentioned above are tried and tested to bring in the results you want when launching a cannabis brand.