Cannabis Advertising: Everything You Need To Know

In the cannabis industry, successful business owners understand that effective marketing is a must. We’ve put together a handy guide to cannabis advertising, eliminating the guesswork when it comes to:

• How to advertise a cannabis business
• Do’s and don’ts for cannabis ads on Google
• How cannabis content marketing can be your best investment

Successful legalization efforts, new research breakthroughs, and cannabis education advocates have all played a part in helping marijuana go more mainstream. There’s never been a better time to start a cannabis business, especially if you want a brand with virtually unlimited growth potential.

But whether you’re a budding entrepreneur or someone who’s worked in the cannabis industry for years, here’s what you need to know: along with great opportunity comes considerable competition. So, how can you make sure that your cannabis business stands out from the crowd?

Two words: cannabis advertising. And yet, cannabis ads are heavily regulated and even blocked from many major platforms. But with a little creativity, problem-solving, and some much-needed support from the industry’s leading cannabis advertising agency (that’s us!), you can master marketing for cannabis in 2021.

What You Need to Know About Cannabis Advertising in 2021

The cannabis industry is ever-evolving, making cannabis ads in 2021 an entirely new breed compared to past years. Cannabis companies still face more than their fair share of challenges, including more than a few obstacles that entrepreneurs in other industries don’t have to deal with. However, there’s also incredible potential for sustainable success and long-term growth in the cannabis space – making it more than worth the effort to forge ahead.

Here are a few things you should know about ads for cannabis in 2021:

• Local ads are probably your best bet. The legalities of cannabis are still murky in many areas, so advertising a dispensary or other cannabusiness on a larger scale is tricky. So, hyperlocal advertising is typically the most effective route to take. Not only are you less likely to run into regulatory conflicts, but you can hone in on your potential customers.
• Expect to see new venues for cannabis marketing. The normalization of cannabis is really taking off, which is helping to expand options for cannabis advertisers. Events such as concerts and music festivals have begun to welcome brand ambassadors for marijuana products and brands, and other opportunities may continue to appear.
• Education is vital. Providing potential customers with relevant, informative content marketing material has always been a foundational advertising strategy for cannabis sellers. Going forward, that will only continue to become increasingly important.

Let’s take a closer look at how to market your cannabis products and businesses in 2021 and beyond.

Google Ads for Cannabis: Do’s and Don’ts

First things first: can cannabis companies advertise on Google? Unfortunately, no. Google doesn’t allow advertising that promotes the use or sale of cannabis or even direct advertisements that contain informational content about marijuana. It doesn’t matter if you’re offering medical or recreational cannabis; Google classifies it as a “recreational drug.” This is largely due to cannabis being illegal on a federal government level in the United States. Google AdWords, Facebook Ads, and Bing Ads all forbid advertisement of cannabis for medical marijuana and recreational marijuana alike.

With options like PPC ads and boosted posts seemingly off the table, what can you do? There are some cannabis brands that make use of loopholes in advertising restrictions to get approval for Google ads, taking measures such as:

• Removing “trigger words” from your ad copy and website
• Getting creative with cannabis-related keywords you can bid on

Keep in mind that you could end up getting your account suspended if (or when) Google finds your ad, which could waste valuable time and effort.

Advertising is Where It’s At

In our experience, instead of spending time searching for loopholes, it’s usually a better use of your time and ad budget to implement effective alternatives to Google cannabis ads.

We’re talking strategies that include:

• Cannabis content marketing
• Cannabis SEO/organic marketing
• Local marketing

For cannabis, organic SEO is one of the best ways to build your online presence and bring people to your website. By partnering with a professional cannabis SEO agency, you can boost your website’s rankings in the search engine results pages (SERPs), increasing traffic online and in your store. You won’t be paying per click, but a great strategy will still have your site at the top of the page – that’s a win.

Social networking is also a fantastic way to build a customer base, extending your online reach without requiring paid advertising. Sites like Facebook, Instagram, and TikTok are where many of your customers already spend a ton of time, so why not meet them there?

Marijuana Marketing Xperts can help you assess your best-suited advertising strategies, develop a plan, and then implement campaigns that actually produce measurable results. Our full-service cannabis ad agency knows the ins and outs of this industry, so we’re more than ready to put digital marketing to work for you.

Greater Focus on Education

We touched on this earlier, but it bears repeating: consider cannabis consumption education a necessity in your cannabis marketing strategy. As the cannabis community welcomes numerous new members (both due to legalization and increasing popularity), there is a significant need for education. And who better to provide reliable, relevant information than the people responsible for creating, selecting, and selling quality cannabis products?

Through your ads and content, you can convey this information in a way that both benefits potential customers and establishes you as a trusted, reputable business.

Both social media marketing and organic/content marketing are the perfect platforms for educational material, and they set you up to “get found” by potential customers. When someone does a quick online search for a cannabis-related question (for example, “what is the difference between THC and CBD?”), your brand could easily score a spot near the top of the search results – no paid ad needed!

Some educational cannabis content marketing topics you might consider include:

• Key characteristics of various strains
• Differences between types of cannabis products
• Common ways in which customers/patients are incorporating cannabis into their lives
• How cannabis is grown/cultivated

Why Cannabis Marketing is So Important

Strategic marketing is a pillar of any successful business plan, and it’s especially important for cannabusinesses. Here’s why:

• Getting new customers. As the cannabis industry expands, so does the number of people considering trying cannabis for themselves. Providing people with helpful information and reliable facts via marketing can help you gain their business.
• Setting your brand apart. Dispensaries and cannabis brands are multiplying rapidly, and so is your competition. Pull ahead of other businesses by differentiating your brand, showing the potential customer what makes you unique.
• Keeping your customers. Once you’ve sealed the deal with a sale, the work isn’t done. Today’s cannabis consumers have plentiful options for brands and dispensaries, so you need to make sure they keep choosing yours. Use marketing as a way to build customer loyalty, so you can secure return customers for years to come.

Cultivate a Successful Cannabis Business with a Smart Strategy for Digital Marketing

When you’re ready to figure out a digital marketing strategy for cannabis – one that actually serves your business needs and goals – it’s time to connect with Marijuana Marketing Xperts. Our talented team has the specialized expertise and proven results you want and need, setting us apart from other programmatic advertising agencies. From social media marketing to organic SEO, we have you covered when it comes to effective advertising for your cannabusiness.

Get a better idea of how we can help your business grow when you contact our team today!

Featured Images: freeway header: Anton Kustsinski, MK photograp55, ESB Professional, one photo, G-Stock Studio/Shutterstock