It’s tough to miss the numerous business-to-consumer, plant-facing cannabis companies out there.
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.
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.
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.
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.
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.