Advertising cannabis is challenging. With federal prohibitions, marketing cannabis is complex nationwide. In addition, each state, marketing platform, and publisher has its advertising regulations. Even with the complications, the industry may reach $40 billion in revenue by 2030, with an expected CAGR of 14.2% between 2023 and 2030.
To navigate the regulatory landscape, cannabis businesses shift to organic marketing techniques, such as SEO and social media advertising, to reach and attract audiences. Although organic marketing is vital, you cannot overlook paid media.
To help give you a clearer understanding of the paid cannabis advertising scene, we present the top factors you should consider.
Updated Knowledge of Local Cannabis Marketing Regulations
In a niche industry like cannabis, being up-to-date with marketing regulations is above everything else. Spend time researching the laws of marketing cannabis in the markets you want to promote. While every state has regulations specific to itself, some rules apply to all. They are:
- No ad can imply that cannabis or cannabis-infused products can treat or cure health or medical conditions.
- No ad can contain elements that would attract children.
- No ad can contain pricing, promotion, or potency statements.
- The ads must not include endorsements or testimonials.
- Visual content cannot display cannabis consumption.
- Every product must write “For Adult Use” on the label.
- False or misleading statements are strictly prohibited.
Must Read: Scaling Up: Cannabis Marketing Must-Do’s for Growing Your Business
A Thorough Understanding of the Best-Suited Marketing Platforms for Cannabis
Marketing platforms have a unique approach to cannabis. Twitter is the first social media platform to permit cannabis advertisements in states where the plant is legal.
While traditional marketing through linear TV and radio is restricted, CBD marketing agencies have started running ads on connected TV and digital audio. These channels enable advertisers to target compliant audiences with ads.
Getting Out of the Cannabis Zone
Cannabis has a negative dogma associated with it; people consider it a drug. Cannabidiol (CBD) is a non-psychoactive ingredient derived from cannabis. Since it isn’t intoxicating, the federal restrictions are relatively light.
Create ads focused only on CBD products to drive traffic to your website without worrying about the restrictions related to cannabis marketing. Once people flow into your website, they will have the space to explore your other cannabis-infused products. It is also easier to find a professional CBD advertising agency than a trustworthy cannabis marketing team.
Leveraging Programmatic Advertising
Using programmatic advertising helps connect your cannabis brand with mainstream publications. Many companies run ads in cannabis-focused publications. However, they only represent one group of cannabis consumers.
This advertising method can help you with compliant advertisements while identifying cannabis consumers all over the internet.
Marketing the Brand Instead of the Products
The cannabis market is now in a race to acquire customers. Most brands compete for the same consumers, and your brand joining the fray won’t be much help. Even though location usually reduces the competition, a brand must also consider the pointers that set it apart.
Our recommendation: Test content focussing on your brand’s values and not mentioning cannabis. You can use these pieces of content for native advertising, like sponsored content, which can be effective in steering clear of local regulations.
Final Words
Two cannabis brands cannot use the same approach for marketing. However, these five factors are of utmost importance because they are perfect for businesses that want to improve their paid digital marketing efforts or start afresh.
If you want to learn more about cannabis marketing, from opportunities to campaign creation ideas, contact TechiEvolve today. With nearly a decade of experience, we can help you in personalized ways perfect for your brand.
Must Read: How to Use LinkedIn Advertising to Target B2B CBD & Cannabis Business?
