Even though social media is a relatively new arrival in our world, it’s difficult to imagine what life was ever like without it. For consumers and businesses alike, the various social media platforms have become a part of the fabric of daily life, connecting people and brands in a never-before-seen way. Especially as smartphones become increasingly present as a primary connection to the digital world, it’s never been more important to stay on top of the ever-evolving entity that is the world of social media.

As a cannabusiness owner, there’s no doubt that you already know the value of social media. Once you’ve taken a proactive approach to developing a brand presence online, it becomes clear that Facebook, Instagram, Twitter, and a few other social media giants have the power to change your marketing game. However, having a business account on the biggest social platforms isn’t enough – there’s a right and a wrong way to go about yielding this critical marketing tool. Add the complexities of marketing to the unique nuances and regulations imposed on the cannabis industry, and you’re navigating a veritable maze of digital marketing. Luckily, finding your footing isn’t impossible, and with a few key tips in mind, you too can make the most of the power of social media.

For companies of all sizes and types, there are several different social media platforms worth the time and effort. One of these platforms is Twitter, successfully driving user engagement and connections with its straightforward, no-frills approach. With real-time messaging in the form of text, video links, or images, Twitter allows users to explore a variety of content shared by their favorite brands. Whether your brand is new to Twitter or you’ve been there for a while, there are a few smart ways to effectively grow your cannabis audience, potentially leading to measurable results in your customer base, leads, profits, and more.

Here are our top tips for maximizing your Twitter presence and building a solid, long-lasting audience:
 

Know the Laws and Regulations

Even as cannabis becomes more widely accepted and legalized, there is still considerable gray area in terms of laws and regulations. It’s not uncommon to hear of cannabis brands having their Twitter accounts wiped out, effectively destroying the large audiences they’ve worked so hard to build. You should be aware that Twitter forbids any advertisements for illegal goods, with the Drugs and Paraphernalia section of its ads policies including recreational drugs, herbal drugs, examples of drug use, drug dispensaries, and accessories associated with drugs as forbidden content. At first glance, Twitter’s policy might seem to eliminate any chances of a dispensary building a solid following – but that doesn’t have to be the case.

You can still make use of top-quality organic content to reach your audience, adhering to Twitter’s regulations while still extending your reach as far as possible. One simple step to add extra protection to your brand’s Twitter presence is to implement age restriction. Setting up the age verification system requires users to enter their age before viewing or sharing content. While it’s not currently a Twitter requirement, it’s one way to reduce your odds of an account shutdown.
 

Establish a Clear Tone and Identity

It’s easy to fall into the trap of being either too formal or too casual on social media, especially if you’re accustomed to browsing the platforms for your own personal use. However, when you’re posting to Twitter under your company’s account, it’s critical to understand that every word is a representation of your brand. Any content you share or tone you take directly reflects on your business, so choose carefully.

In order to build an authentic audience of Twitter followers, particularly ones who are a good fit for your company, keep your overall messaging in line with the aesthetic and personality of your brand. You may need to take a step back to get a clear idea of your brand’s identity, as well as evaluate any adjustments you need to make. Ideally, your Twitter users should be able to recognize your posts before even reading the Twitter handle, because your tone and content is so clearly linked to your brand identity.

As a cannabusiness, it’s typically a good idea to remain professional yet approachable, establishing your role as a friendly, approachable, and trustworthy brand in the industry. Customers are entrusting you with their health and wellbeing, and it’s important to make sure your brand content – including Twitter posts – respect this. Also, stick with pronouns like “we” rather than “I,” because you want your Twitter content to be coming from the brand as a whole, not you, the individual.
 

Decide What Sets Your Brand Apart

There are millions of users on Twitter and no shortage of brands to compete with, so you’ll need to decide how to stand out from the crowd. Much like when you first started your cannabusiness, you’ll need to evaluate what you can offer online users, specifically what makes your brand special. Perhaps your cannabis business is focused on educating new customers or has an active role in the cannabis advocacy community, or maybe you’ve designed a personality-packed brand with a unique sense of character. Whatever your company’s distinguishing features may be, you can use them to set yourself apart from other cannabis brands on Twitter.

Keep these unique features in mind when creating content to share on social media, and you should be able to build up a social media identity all your own. By presenting interesting, relevant content, you can demonstrate to your Twitter audience that your brand is one to watch. Homing in on your brand’s defining characteristics is an excellent way to strengthen your overall social media presence and grow your audience organically. When added to high-quality, relevant content, these key elements can help propel your brand to social media success.
 

Avoid Over-Promotion

If your Twitter account comes off as an annoying attempt at self-promotion, you’ll be losing followers at a fast and furious pace. Users don’t want to be constantly barraged with promotional content with a “salesy” tone, they want to connect with the brand they know and love. Try to limit the self-promotion to one item every seven or eight posts, breaking it up with a variety of useful, interesting topics and content. Establish your company as more than just a place to buy cannabis by connecting users with educational, click-worthy articles, videos, and more that makes you a valuable virtual field guide they can trust.
 

Let Marijuana Marketing Xperts Create Your Social Media Strategy

For many brands and companies, social media can be somewhat of a tricky topic. While many companies have found huge success through their social media campaigns, there are also plenty of cautionary tales about those who have gone viral for all the wrong reasons. Keeping your company on the right side of social media and making the most of its potential requires a smart, effective strategy based on clear data and solid content.

At Marijuana Marketing Xperts, our expert team has the industry knowledge to design and implement a results-driven digital marketing strategy for your company, including social media, SEO, and a variety of other services. We can work with you to create a personalized plan that suits your business needs and goals, focusing on measurable growth and improvements where it matters most.