The new year is here, and we’re excited to kick things off in 2020!
Here’s what we expect will be five of the most effective marketing strategies for the cannabis industry this year.
Programmatic ads work by placing ads on websites/platforms that allow with cannabis-related content being delivered. Therefore, outlets like The New York Times and Hulu are viable options for placing these types of ads.
- One of the fastest-growing avenues for ad placement
- By 2021, it is estimated at $81 billion will be spent on programmatic ads
- Gives cannabis businesses the ability to hyper-target consumers by age, location, job title, buying habits, and more
- Provides a legal and effective alternative to PPC advertising
The marketing industry has seen a revolution stirred by brand ambassadors, also known as social media influencers. Over the course of the past few years, this sector of advertising has grown to over $5 billion within the marketing industry and has proven to be able to provide businesses with increased brand awareness, development of new audience segments, generate greater lead flows, and help drive sales figures.
- Highly visual platforms like Instagram and Youtube have shown to be the most successful for brand ambassadors
- 89 percent of businesses that use influencer marketing report a positive ROI on their investment. Additionally, 9 out of 10 marketers believe the ROI is comparable or better than other marketing avenues
Reframing Cannabis With Education
Consumers are more educated than ever before and are showing to respond well to transparent, educational content. Cannabis has been the victim of misidentification throughout history as it has been portrayed as a “drug of the devil.” As legalization continues to grow across the country, more consumers are open to possible use. But cannabis businesses must be the torchbearers in creating the educational and professional viewpoint surrounding the drug.
- Public relations need to continue to work toward breaking down the related stigmatism
- Cannabis needs to be marketed for its possible health benefits
- Not enough expert information is readily available for consumers to find in regards to their cannabis questions…
- Ex. What side effects can be expected from use?
- Ex. How safe is the cannabis cultivation process?
Podcasting has burst onto the scene in the last few years, and consumers have become quick fans — over 51 percent of the U.S. population has listened to a podcast before. With more and more consumers moving to a mobile-first attitude, reaching them via podcasting can be an effective tactic. Whether creating your own podcast show or placing sponsored ads in currently existing shows, podcasting is expected to be direct way of connecting with the consumer market.
- Over 800,000 podcasts exist
- Podcast consumers listen to podcasts more than any other form of audio
- Over 62 million Americans listen to podcasts weekly
- 40 percent of Americans under the age of 54 listen to podcasts on a monthly basis
SEO and Cannabis
Since recreational cannabis has become legal, SEO has been the main driver for stirring up traffic for related businesses. In 2020, SEO is still expected to be the largest stimulant for generating consistent leads within the industry, even as programmatic buying begins to take a larger advertising share.
- SEO blogging is a tried and true method for bringing in, relevant customers
Targeting keyword phrases like: “how to grow cannabis” or “cannabis strains” could be useful topics for businesses to pull traffic from
- Organically ranking on page one of a Google results query is invaluable, as over 75 percent of clicks go to first-page search results
- Website optimization for on-page content, meta descriptions, title tags, URL addresses, site flows, media size reduction, and more are all vital aspects in helping a website be SEO friendly, and visible to cannabis consumers searching the web.