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Five Under-The-Radar Marketing Strategies To Grow Your Cannabis Business

Marketing a cannabis business can be tricky and intimidating. With the rise of cannabis companies, the competition has become fierce, and it’s more important than ever to stand out from the crowd. That means you can't rely on the same old marketing techniques, such as advertising in the handful of cannabis magazines, attending trade shows, or throwing yourself into social media.


All of your competition will be doing these things as well, which means you're going to have to outspend them to produce top of the line content that's going to break through all the news. The reality is only the most well-funded companies are going to win this game, so it's incumbent on business owners to find other options to reach their audience.


Fortunately, there are a few under-the-radar marketing strategies that can help you grow your cannabis business. In this article, we’ll explore five of the best and most effective cannabis marketing strategies that not enough people are using.


Introduction to Cannabis Marketing


Cannabis marketing is one of the most important, yet challenging aspects of running a successful cannabis business. With so many competitors vying for visibility and market share, it’s essential to get creative when it comes to cannabis marketing. The good news is that the cannabis industry is still relatively new, so there’s plenty of opportunity to stand out from the crowd and make your mark.


From SEO and email marketing to influencer partnerships and social media campaigns, there are many cannabis marketing strategies that can be used to reach potential customers and increase engagement. However, the key to success is to focus on marketing strategies that are effective, yet not overly saturated. In other words, you want to focus on under-the-radar tactics that can help you stand out and get noticed.


Cannabis SEO Is One Of The Most Cost Effective Ways To Generate Organic Web Traffic


Cannabis SEO (Search Engine Optimization) is an important marketing strategy for businesses in the cannabis industry. It is a cost-effective way of generating organic web traffic and improving online visibility. In today's digital age, having a strong online presence is crucial for businesses to succeed, and SEO is a key component in making this happen.

One of the key benefits of Cannabis SEO is that it can help businesses reach a large, targeted audience. Search engines like Google and Bing are used by millions of people each day, and by optimizing your website for these platforms, you can reach potential customers who are actively searching for products and services related to the cannabis industry.

Another important aspect of Cannabis SEO is local SEO. This involves optimizing your website to rank well for specific geographic locations. This is particularly important for businesses in the cannabis industry, as the laws and regulations surrounding the sale and use of cannabis can vary greatly from state to state, and even from city to city. By targeting your SEO efforts towards specific locations, you can ensure that your business is reaching the right audience, and that your online presence accurately reflects your real-world presence.

SEO is often referred to as a "brute force" problem, as it involves a significant amount of trial and error to find the strategies that work best for a given website. This can be a time-consuming and often frustrating process, but the results are well worth it in the end. SEO is a long-term investment that can provide benefits for years to come, so it is important to be patient and persistent in your efforts.


Content marketing is a crucial component of effective SEO. This involves creating high-quality, relevant content, such as blog posts, articles, videos, and infographics, that engage and inform your target audience. By consistently publishing valuable content, you can build your website's authority, attract backlinks, and improve your search engine rankings. Additionally, content marketing can help establish your brand as an industry leader and position you as a trusted source of information for your customers.


Despite the benefits of SEO, it is often underutilized in the cannabis industry. Many businesses in this field are still in the early stages of development, and may not yet have the resources to invest in an extensive digital marketing campaign. However, this presents a significant opportunity for those businesses that do invest in SEO. By being among the first in their market to focus on online visibility, they can gain a competitive advantage and quickly establish themselves as a leader in the industry.


Leveraging LinkedIn - The Only Social Platform Friendly To Cannabis Businesses


LinkedIn is a powerful social media platform for businesses in the cannabis industry. As the only major social media platform that is friendly to the cannabis industry, LinkedIn presents a unique opportunity for companies to connect with potential customers, partners, and investors.

To be effective on LinkedIn as a company, it is important to take advantage of both the free tools and the paid advertising options available. With a strong company profile, businesses can showcase their products and services, and share their industry expertise and thought leadership. This can be done by regularly posting updates, articles, and videos that highlight your company's unique value proposition and provide valuable insights to your target audience.

One of the most important free tools on LinkedIn is the company page. This page serves as a digital storefront for your business, and should be optimized with a clear, concise description of your company's products and services, along with high-quality photos and videos. Additionally, by regularly posting updates and engaging with your followers, you can keep your company top-of-mind and build brand awareness.

LinkedIn also offers a range of paid advertising options that can help you reach a wider audience and drive more targeted traffic to your website. For example, sponsored content and sponsored InMail campaigns allow you to promote your content and messages directly to your target audience. Additionally, display ads and sponsored LinkedIn Learning content can help you build brand awareness and educate potential customers about your products and services.

The bottom line is that LinkedIn is a valuable resource for businesses in the cannabis industry. By leveraging the free tools and paid advertising options available on the platform, companies can connect with potential customers, partners, and investors, and build their brand and online presence. Whether you're a startup or an established business, investing in LinkedIn can provide significant benefits for your company.

Utilizing Newsletter And Email Marketing To Directly Connect With Cannabis Consumers


Email marketing is a powerful tool for connecting with cannabis consumers and building long-term relationships with your customers. By creating a targeted email list, businesses can reach their target audience directly, build brand awareness, and drive sales.

One of the most effective ways to build an email list organically is by offering something of value to your potential subscribers. This can include exclusive content, such as industry insights, tips and advice, or special promotions. You can also incentivize email sign-ups by offering a free trial, discount, or other exclusive offer to new subscribers.

Once you have built your email list, it is important to engage with your subscribers on a regular basis. This can be done by sending regular newsletters, email updates, and promotional offers that are relevant and valuable to your target audience. By consistently providing high-quality content and offers, you can build trust and loyalty with your subscribers and encourage them to stay engaged with your brand.

Another way to connect with cannabis consumers is through newer platforms like Substack. Substack is a newsletter platform that allows businesses to create and distribute newsletters directly to their subscribers. With its user-friendly interface and built-in tools for monetization, Substack is an attractive option for businesses looking to connect with their target audience and build a loyal following.

In conclusion, email marketing is a cost-effective and effective way for cannabis businesses to connect with their target audience and build long-term relationships with their customers. By offering something of value to potential subscribers, and engaging with your subscribers on a regular basis, you can build trust and loyalty, and drive sales and revenue for your business.

Taking Advantage of Speaking Engagements and Webinars


Speaking engagements and webinars are powerful tools for cannabis businesses to reach new audiences and build their brand. By speaking at trade shows, industry events, and other high-profile seminars, businesses can showcase their expertise and connect with potential customers and partners. Additionally, hosting your own webinars allows businesses to connect with their target audience directly and build their brand in a highly engaged setting.

When speaking at trade shows and industry events, it is important to choose events that are relevant to your business and target audience. This will ensure that you are able to connect with the right people and reach your target audience effectively. Additionally, by preparing a well-researched and engaging presentation, businesses can showcase their expertise and build their reputation as a thought leader in their industry.

Hosting your own webinars is also a powerful way to connect with your target audience and build your brand. Webinars allow businesses to provide valuable insights and advice, showcase their products and services, and engage with their target audience in real-time. Additionally, webinars provide a highly targeted platform for businesses to promote their products and services, and drive sales and revenue.

When hosting a webinar, it is important to keep in mind that the main focus should be on providing value to the audience, not just promoting your products or services. Instead of solely selling, choose a topic that will educate and inform your target audience, such as the latest industry developments, expert advice, or successful case studies. This approach not only engages the attendees and keeps them interested, but also demonstrates your business's expertise and establishes your brand as a credible source of information. Moreover, by spreading the word about your webinar through different marketing channels, you can expand your reach and attract a highly targeted audience.



Quality Educational Content Is Sorely Lacking In The Cannabis Industry


In the rapidly growing cannabis industry, educational content can play a crucial role in building brand awareness and establishing your business as a trusted source of information. With so many new products and technologies emerging in the market, there is a growing demand for quality educational content that can help consumers understand the complexities of the industry and make informed decisions. By leveraging educational content in their marketing, cannabis businesses can tap into this demand and build relationships with their target audience.

There are many ways that cannabis businesses can create educational content, including blog posts, videos, infographics, and white papers. Blog posts and videos, for example, can provide an accessible and engaging way to educate consumers about the benefits of cannabis products, the different types of products available, and how to use them safely and effectively. Infographics and white papers, on the other hand, can provide more in-depth information on specific topics and serve as valuable resources for consumers and industry professionals alike.

When creating educational content, it is important to keep your target audience in mind and focus on the information that is most relevant and valuable to them. This can include topics such as the latest industry developments, expert advice, and best practices for using cannabis products. Additionally, by using clear and concise language, businesses can ensure that their content is accessible to a wide range of consumers, including those who may be new to the industry.

In order to make the most of educational content in their marketing efforts, cannabis businesses should also consider promoting their content through social media, email marketing, and other channels. This can help reach a wider audience and drive targeted traffic to their website, where they can continue to engage with their target audience and build relationships. Additionally, businesses can use their educational content to establish themselves as thought leaders in the industry, demonstrating their expertise and positioning their brand as a credible source of information.

Partner With The Hood Collective For Your Cannabis Marketing Needs


Cannabis marketing is challenging, but with the right strategies in place, you can stand out from the competition and grow your business. From SEO and email marketing to speaking engagements and educational content, there are many under-the-radar strategies you can use to get noticed and increase engagement.


At The Hood Collective, we specialize in helping cannabis businesses reach their marketing goals. With our experienced team of cannabis marketing professionals, we can help you create a winning strategy and grow your business. Partner with The Hood Collective for all of your cannabis marketing needs.

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