Adopting Social Media Strategies To Market A Cannabis 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.

Social media represents one key element of digital marketing; however, it is a problematic one when it comes to marijuana marketing. Most social media platforms have banned paid advertising of cannabis products. Despite the difficulties, it is possible to be creative and use organic tactics to maximize the potential of your social media marketing efforts which don’t require paid ads. Read on to learn more about how you can use social media to boost your marijuana marketing strategies.

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Engaging Your Target Audience

Marijuana marketing can be tough, which is why it’s crucial to fully understand your target audience. Also called a buyer persona, your target audience is anyone who is likely to buy your product or service.

There are lots of different social media marketing channels which are very popular with target audiences. This means that it can be very overwhelming for anyone running a cannabis company. Let’s take a quick look at the different channels out there:

marketing a marijuana business, marijuana branding, marijuana marketingFacebook

One of the best-known platforms, Facebook gives you plenty of options. It can be a small version of your company’s website, allowing you to post your opening hours, location, articles, images, and news updates. Unfortunately, Facebook’s rules on marijuana marketing make it tough for cannabis businesses to build their brand on this platform. You’ll need to have specific knowledge in order to use it correctly to market your brand without getting in trouble.

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With its potential for real-time messages in text, video, or image format, Twitter is an up-to-the-minute source of information. The platform allows you to post deals, articles, and news updates. Furthermore, you can directly interact with your followers, building relationships.


This image-driven platform is popular with marijuana users, and gives you the possibility of sharing marijuana branding images. Strong visuals are the main focus here, so put your best foot forward!


This video marketing platform lets you create your own channel and harness the potential of video marketing.

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Google Plus

This may not be the most popular social media platform, but don’t ignore its potential. Every Google+ post features its own URL so any content you post here ranks in the Google search engine for greater visibility.


If you’re searching for business communities within your own niche, LinkedIn is the best social media platform for professionals.


Especially popular with women, Pinterest has a huge demographic and allows you to create boards which are category-specific, letting you pin product images, articles, infographics and edibles recipes that your target audience will find appealing.

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Adopt a Professional, Human, Brand-Reflecting Voice

Although you may be tempted to use your cannabis business social media page in the same way as your personal one, it’s important to remember the tone and content you post should be a positive reflection of your brand. Your marijuana marketing page should not look like a personal social media page.

Friendliness and a professional approach are important.

Friendliness and a professional approach are important – it’s a fine line that you need to tread between sounding too casual and sounding robotic. Even if your business is aimed at a professional audience, humor and friendliness still helps to show the human side of your brand. Remembering to use “we” rather than “I” also helps to reinforce your marijuana branding as being from a company and not you as an individual. Make your marijuana marketing sound like it’s coming from a person rather than a corporation. It makes you more approachable.

Marijuana Marketing Made Easy – Just Call EWR Digital!

Marketing a marijuana business using the power of social media may not be easy, but it is can be achieved if you take care with your branding message. Getting professional help is often the best way forward, so for more information on marketing your restricted business – or any business – contact the experts at EWR Digital by calling us at 713-592-6724!

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Adopting Social Media Strategies to Market a Cannabis Business | EWR Digital – Houston, TX