Can Conventional Marketing Techniques Work For Your Marijuana Business?

By Matt Bertram

By Matt Bertram

Matt Bertram is Head of Digital Strategy at EWR Digital. He is a nationally recognized expert in SEO and the Co-Host of the top rated SEO Podcast, "The Unknown Secrets of Internet Marketing." Author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers with contributing articles in Forbes, Search Engine Journal and numerous other publications pertaining to digital marketing.

Marijuana marketing is challenging – and in fact, any restricted industry marketing can be tough.

Cannabis businesses have a lot of restrictions when it comes to traditional advertising outlets, like:

  • magazines
  • newspapers
  • TV
  • radio

However, that doesn’t mean these methods should be ignored.

These traditional avenues can be expensive and difficult to measure results, but it’s not impossible. Get creative and you can find conventional marketing opportunities that can still work for your cannabis business.

Read on below to learn how to use more common channels to grow your business through marijuana marketing.

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Find Alternative Print Outlets and Newspapers in Your Niche

Although the usual print outlet channels won’t be open to you as a cannabis company, you may find that non-mainstream publications are better.

Usually, alternative outlets don’t have as many advertising restrictions as traditional outlets.

Seek some out within your niche and research advertising opportunities with them.

Discover Industry-Specific Periodicals and Magazines

Publications within the cannabis niche already cater to your target audience, so try to get advertising opportunities with these channels.

While it may seem like an obvious choice, keep in mind that you’ll be surrounded by other marijuana marketing ads. Your marijuana branding message may disappear from view in a crowd of marijuana messages. Therefore, you’ll need to double check that your advertising is prominent and stands out from the crowd.

Double-check that your advertising stands out from the crowd.

One bonus of advertising in an industry-specific magazine is that publications of this type are usually available in the waiting rooms of dispensaries. This means that a large number of people within your target market will view your brand message. Since glossy magazines have a long shelf life, you can be confident that your advert will be seen for several months which will trade off the higher advertisement rate.

Find Magazines That Complement Your Audience’s Interests

You’ll need to do some market research into the interests of your customers outside of marijuana usage. This will help you to pinpoint any advertising opportunities across other outlets. Some common places to start include beer, cigar, wine and lifestyle-based magazines and publications.

Check Out Radio Advertising

Captivating and compelling radio content is a good way of bringing your marijuana brand to a new, wider audience. However, it isn’t easy to measure how successful your radio campaign is. You can avoid the highest production costs by looking for internet radio shows and podcasts which lack the rigid structure that is so common in corporate radio.

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The Potential of Video Advertising

At the moment, TV advertising is out of reach for cannabis businesses. The idea of advertising marijuana products through these channels is still too progressive for the majority of service providers and corporate networks. But that doesn’t mean video marketing is out of the question.

Check out YouTube’s advertising policies and create your own channel. It’s a great way to get started with video marketing.

Marijuana Marketing That Works: Call EWR Digital Today!

By keeping these conventional advertising outlets in mind, you can make a good start on an effective marijuana marketing campaign making use of all possible channels.

For more information on marketing your restricted business – or any business – contact the marketing experts at EWR Digital by calling us at 713-592-6724!

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Can Conventional Marketing Techniques Work for Your Marijuana Business? | EWR Digital – Houston, TX