Today more than ever, the business of cannabis continues to become more popular and saturated and therefore, more competitive. This is made more complex with the current state of business and the economy – social media and digital channels were once supplemental to your physical and traditional marketing channels and tactics. Now, it’s the primary way your audience interacts and learns about your brand.
Cannabis marketing and advertising is a little more nuanced given the red-tape and strict guidelines that digital platforms have around the industry, but it’s still the most important part of your lead generation and prospecting strategies. Indicators like impressions, conversion rates and engagement are crucial data that can determine whether your marketing tactics are effective or need to be sharpened. In this piece, we’ll go over simple and foundational tactics that your business should be deploying and measuring, and what trends are dominating the cannabis retail space today.
1. Build Targeted Campaigns
Before you engage in any marketing tactics, you need to ensure you’re tracking and measuring your performance; if not, you won’t have any clear idea of which tactics to double down on, replicate, or expand on. If you’re thinking about a giveaway or special offer, make sure you’re using promo codes and UTM tracking to know exactly where your customers are coming from, what they’ve engaged with, and what their intentions are. The key to better leads is better lead qualification, and this is impossible without proper tracking.
For example, if you’re building a landing page for a webinar or special campaign for your dispensary, you can implement a tracking URL with Google’s URL builder to track traffic numbers and their sources. You can build on this with chatbots and CTAs that direct prospects further down your funnel. Seeing