But we have to remember that without the ancillary cannabis businesses, the industry could never sustain itself in the long run. And there are even more of them than their more obvious dispensary and provisioning center cousins and kin.

As such, these business-to-business brands face fierce competition when it comes to getting noticed. So what’s a B2B brand to do?

We’ve got four pretty solid B2B cannabis marketing strategies.

1. Embrace Public Relations

When you’re looking to drive credibility and awareness on a large scale, public relations is the most effective way to go. You may not be aware of it, but there are dozens of cannabis-specific media outlets.

Plus, nearly ever cannabis-legal state has advocacy and professional associations, as well as regular trade shows that draw tens of thousands of industry insiders.

If you don’t have the time to sniff out and research these opportunities, you can’t go wrong bringing in a cannabis public relations specialist. He or she has already done the footwork, made the connections, and knows which paths will best serve your company’s needs resources, budget, and goals.

2. Take Advantage of Content Marketing

Misinformation abounds on the internet.

This is especially true when it comes to cannabis. The myths and stories surrounding marijuana rival those involving conspiracy theories about little green men.

As such, you have the perfect opportunity to rectify this and position yourself as an expert in your field. How? With content marketing.

If you don’t have a blog on your website, get one. And if you do have one, then use it! Connecting with your audience by regularly contributing educational/informative articles and compelling storytelling will not only establish you as an industry leader, but will build trust and boost your website’s SEO (search engine optimization) to boot.

You can also write and publish whitepapers and case studies to highlight your company’s expertise and successes your clients have experienced. Video will also draw significant traffic since they’re an entertaining way to simplify complex issues.

3. Use Social Media… Mindfully

With all of the rules and regulations surrounding cannabis, it’s easy to shy away from marketing yourself on social media. But that’s a huge mistake. More than 70% of Americans use it as a means to make connections, get their news, or tune into entertainment.

Multiple cannabusinesses have found ways around the rules and regulations associated with what continues to be (stupidly) considered a Schedule I drug in Uncle Sam’s eyes. It’s really just a matter of being very mindful and conscious about what they choose to post while staying within the legal confines.

If this still makes you nervous, that’s understandable. That’s what makes it so worthwhile to seek out the services of an experienced cannabis marketing team. They understand the rules of social media and how to creatively work with them to help your company thrive.

4. Be a Presence at Cannabis Events

This one is a no-brainer.

Yet, how often do you make it a priority to attend cannabis events? They’re easily one of the best ways to connect with others in the industry while gaining critical intel and education. If the national conferences seem like too much to tackle, then seek out local events that serve up a more intimate and focused experience.

And if you have something to share, then consider setting up a booth or even going as a presenter rather than merely an attendee. In terms of networking and meeting potential customers face-to-face, this is gold. Still, showing up as an attendee is better than not showing up at all.

Make Your B2B Cannabis Marketing Strategies a Priority

As an ancillary company with less visibility, it’s doubly important you put the most effective B2B cannabis marketing strategies into play. And you want to do them well for the best results.

Otherwise, you could end up damaging your brand.

So don’t hesitate to turn to cannabis public relations and marketing specialists to navigate this sometimes tricky terrain. Contact us today to see how we can help put your cannabis business in the spotlight.

The post The Four Best B2B Cannabis Marketing Strategies appeared first on GROW Cannabis Marketing.

Traditional advertising mediums and media outlets either prohibit or greatly restrict cannabis advertising. Ever heard of Facebook or Google, for example?

It’s those pesky federal regulations at play.

So what’s a cannabis business to do when it comes to attracting cannabis consumers?

You Could Wait Until Federal Legalization

That’s a great plan if you don’t care about keeping your business afloat or making money isn’t really an issue.

Plus, once it’s federally legal, the cannabis market it going to be SWAMPED. So there’s no time like the present to make yourself known in the current market. It’ll put you ahead of the game.

And cannabis consumers have proven to be very loyal – particularly to business owners who are daring enough to put themselves out there now.

So what all of this means that if you want to gain market reach, you need to think outside the box.

Speaking of outside…

(Strongly) Consider Out-of-Home Advertising

Cannabis marketing experts have found considerable success in utilizing out-of-home advertising. With the ever-appealing acronym OOH, this is any visual advertising media you see outside of the home.

You may know it better as outdoor advertising and it’s typically associated with billboards and signs. But it also includes ads on street furniture like bus shelters or benches, as well as in transit areas like train stations or airports.

And you know those ads you see before a movie at the theater or a sporting event at the stadium? Sure you do. They’re also components of OOH.

This form of advertising is all the more effective when it’s complemented by targeted digital elements. And these multiple formats account for not just thousands of locations in the world, but also millions of screens. Not too shabby.

It’s an exceedingly effective way to offer engaging and informational experiences to consumers while they’re out and about.

What about Your Website Though?

Here’s the thing.

Having a cannabis-centric website that’s getting tons of traffic is great. There’s no reason NOT to have one.

It’s possible to aggregate millions of cannabis-focused impressions with such a creature.

But the truth is, owning the content and the platform in which advertisements are served (such as in OOH) continues to offer the highest value for companies.

This slower and longer path certainly requires patience. Yet, scaling in this fragmented industry is already a challenge that cannabis business owners know all too well. So most are willing to go this route.

And here’s why.

The Future Is Bright for Cannabis Companies

You can’t ignore the statistics.

According to experts, the projected trajectory and overall value attributed to the cannabis industry is like nothing before it.

Nearly 70% of Americans accept cannabis use, and over 66% of the U.S. population live in a state where cannabis consumption is legal at some level.

For those living in states that haven’t yet embraced it, they continue to gain access to it. It’s estimated that over 55 million Americans consume cannabis.

And they spend over $10 billion annually on marijuana.

Most cannabis consumers spend big and shop often. They favor local digs and, as we already mentioned, tend be fiercely loyal.

Therefore, early and well-positioned innovators in this industry are going to be best positioned for long-term growth and value realization. And that means, embracing OOH and target digital elements.

At least, for now.

Are You Having Trouble Attracting Cannabis Customers?

There is so much to consider when running a marijuana business.

So if your marketing efforts have drained your energy and been largely ineffective, let us help.

With vast experience in marketing cannabis businesses, we’ve got the know-how in attracting cannabis customers.

Contact us today to set up a consultation. And we’ll ensure you a place in this burgeoning industry now – when it REALLY matters.

The post The Best Media Options for Attracting Cannabis Consumers appeared first on GROW Cannabis Marketing.

We’re not referring to the ridiculous PSA that used scare tactics in an attempt to steer unsuspecting youth from the trappings of marijuana. We all know what a hilarious joke that was.

What isn’t quite as hilarious is freaking out and descending into a nightmare of hours-long paranoia and anxiety. And this can happen when a cannabis newbie is given too strong a dose.

After such an experience, there’s a pretty good chance that the newbie is going to steer clear of Mary Jane and her crazy antics. This doesn’t bode well for a burgeoning industry that’s hoping for new recruits.

That’s why precise dosing matters when it comes to drawing – and keeping – new customers.

Lower Doses Are the New Norm

While 10mg has for a long time been the standard dosage, the trend among current users is to tailor their high starting with smaller and more controlled doses.

It’s very much like understanding the effects of one glass of wine versus those of two or three glasses.

The main difference is, every bottle of wine, beer or spirits clearly indicates the percentage of alcohol so the consumer knows exactly what they’re facing. (Or not facing, as may be the case.)

And because alcohol has been regulated for so long, most drinkers are able to determine which sort of alcohol and how much of it will deliver the effects they’re seeking. (Until they have one too many, of course.)

But cannabis is not alcohol. It’s an entirely different creature.

What Is in My Weed?

That’s the big question.

Cannabis companies producing edibles are not unaware of the ‘freak out’ scenario a new user may encounter upon ingesting too much. As such, they’ve become more adept at providing gummies, brownies and beverages with much more manageable doses of THC.

After all, it’s not intuitive to eat just the head of a gummy bear. At least, not for most functioning adults.

Yet even as companies are recognizing the need for more specific and lower dosages to score return customers, there’s still the issue of pouring through the countless strains and figuring out what their effects are.

Once upon a time, it was as simple as picking between the two major strains, sativa and indica. If you wanted to chill, you went with indica. Sativa would energize you. That was the understanding, at least.

It didn’t take long for the growers to start cross breeding the two strains and creating hybrids with unique characteristics. And now, most experts will tell you that plants have been bred so frequently that there’s almost no such thing as a true indica or sativa any longer.

Understanding Terpenes First

It’s complicated. But the way a certain strain tastes and looks depends on organic compounds in the plants called terpenes. They’re also responsible for the effects a user will get from the strain.

If you’ve ever looked through a catalogue of cannabis product on the internet, you’ve probably been served a visual smorgasbord of countless exotic hybrids with playful names and claims of their effects.

But they’re simply claims – backed by no empirical evidence.

The biggest problem with that is if a strain that promises an exuberant burst of energy subsequently leaves the user glued to the couch, the trust is broken. So much for a return customer.

Once researchers gain a deeper understanding of the complexities of the terpenes and the specific effects they offer for each strain, users will have more control over their cannabis experiences.

And this is what discerning cannabis customers want.

To Make Gains Now, Dosing Matters

Until there’s a clearer understanding of those terpenes, cannabis companies addressing the dosing conundrum will find more success than those unwilling to do so.

Especially companies willing to conduct studies on how their specific strains actually affect people. (This can be easily executed on Instagram.)

Because the reality is, while the global cannabis industry is expected to grow to $32 billion by 2022, its growth will sputter at some point without new users. That’s just the nature of all business.

And first impressions matter.

What Kind of Impression Are You Making?

If the growth of your own cannabis business is sputtering, it could be time to reevaluate your marketing strategy. Let us know. We’re experts in cannabis marketing and promotion.

We want to see you succeed.

The post Why Dosing Matters for Growth of Cannabis Industry appeared first on GROW Cannabis Marketing.