How to Market Your Cannabis Business Online Without Censorship
In the rapidly evolving world of cannabis marketing, where regulations and restrictions can be a major roadblock, finding effective ways to promote your cannabis business online is crucial. When it comes to navigating the challenges that come with online marketing and censorship in the cannabis industry, one strategy stands tall: investing in owned platforms.
What Are Owned Platforms?
Owned platforms encompass any digital space you can control and shape to convey your brand's message. They include:
Website: Your digital storefront and the hub of your online presence.
Online Store: Where customers can browse and purchase your products.
Email List: A direct line of communication with your audience.
Apps: If applicable, these can offer a unique, tailored experience for your customers.
What Owned Platforms Are not
Owned platforms are not social media, directory listings, or advertising spaces. Let's delve into these distinctions:
Social Media: While it's a valuable tool, you don't control the platform or the audience's experience, and censorship is possible.
Advertising: Traditional advertising, whether print or digital, is often not cannabis-friendly due to restrictions and regulations.
Directory Listings
Benefits of Marketing on Owned Platforms
Owned platforms are the digital spaces you have complete control over. They provide you with the power to shape your audience's experience, share your brand's message, and build a sustainable marketing plan. Here's why they’re so beneficial to your marketing strategy, especially being in the cannabis industry:
Fixed Cost
With owned platforms, you have predictable, fixed costs. Whether it's website hosting, email marketing subscriptions, or hiring a contractor, you know what to plan for. This stability contrasts with variable costs associated with digital and print ads or social media promotions, which can be unpredictable.
It's Yours
Your owned platforms won't be taken away suddenly, as can happen with algorithm changes on social media platforms. Imagine having your well-planned product launch derailed by a sudden algorithm tweak. With owned platforms, this is a non-issue.
Curated Experience
Control over the audience's experience is vital. You can shape how visitors interact with your content, ensuring a seamless, enjoyable experience. A clunky website or a confusing user journey can drive potential customers away.
No Censorship
Owned platforms give you the freedom to communicate with your audience without censorship. You can openly educate and engage your audience without worrying about restrictions or workarounds involving emojis or slang lingo.
Warm Audience
On owned platforms, you engage with an audience that already has an interest in your offerings. These are potential customers who are more receptive to your message and more likely to make a connection.
Investing in Owned Platforms
Now that you understand the significance of marketing on owned platforms, here's how to invest in them effectively:
Branding
Invest in branding, including logos, voice, colors, and fonts. Conduct audience research to speak their language and connect emotionally. Clarity on your mission and messaging upfront will save reinvestment later.
Web Design and Development
Consider web templates for cost-effective options. Invest time in learning the platform, understanding analytics, and optimizing your website for cannabis-friendly SEO.
Photography and Videography
High-quality visuals are crucial for creating an appealing brand. Invest in product and lifestyle photography. Behind-the-scenes shots build trust and legitimacy.
Website Marketing
Search Engine Optimization (SEO): Ensure your site is discoverable by Google.
Copywriting: Craft engaging content that tells the story of your brand in a compelling way.
Educational Resources: Create blogs, case studies, and lead magnets.
Email Marketing
Speak directly to your audience without censorship. Set up funnels for an efficient, hands-off approach.
In a landscape where censorship and advertising restrictions can be daunting, owned platforms offer a secure and effective way to market your cannabis business. By investing in these platforms, you not only bypass potential pitfalls but also build a sustainable marketing plan that connects with your audience on your terms.
