The world has undeniably changed. Not only people have felt this but also all the businesses. If you are an owner of a cannabis retail business, you might have already understood that these changes have influenced the way you need to run your business. Without a well-thought-out digital cannabis marketing strategy, it will not be possible to survive in this constantly changing world.
So, first of all, your cannabis retail business requires an e-commerce platform. Nowadays, it is not an option but a necessary prerequisite so that you have the possibility to promote your business online. From now on, it will be necessary to reach your customers online, which can be a new experience for you. However, undeniably, this opens new possibilities to your cannabis business. You can work not only locally but also expand your marijuana business at a national level.
Another essential aspect that influences the way you need to advertise your marijuana business is the change of consumers’ preferences and requirements. Therefore, you need to ensure:
- Well-optimized, informative, and user-friendly e-commerce platform from which potential buyers can find out everything they need.
- Quick order confirmation process and its further processing & convenient payment options because no one will waste time looking for a possibility to pay.
- Delivery should be arranged fast and conveniently for your clients.
So, what are the consequences for your cannabis business? Do you really need a marijuana digital marketing strategy? Is the impact of the new normal temporary or permanent? In the post, we are going to dwell on how you should adapt the promotional strategy of your cannabis business to ensure you not only stay afloat but also gain revenue. Get to know the main digital promotional tactics that should be taken into consideration while you reshape your business model.
First and foremost, it is worth understanding that all the effects of the pandemic and the situation in the world are not temporary. Even after the situation will improve, and the world will recover, it will not change to the way it was before 2020. So, if you have not yet changed your cannabis business model, it is time to get started. We have collected the most essential information to get started with.
Fact #1: Retail Business is Now Focused on Digital
A few years ago, a lot of businesses launched their web platforms as an additional source of income, as well as to ensure their online presence. However, brick-and-mortar stores have still been the most essential source of revenue for them. Therefore, their advertising strategies were based on advertising to motivate customers to visit their shops. Thus, foot traffic was the main target of any advertising campaign.
Since 2020, to survive, every offline business has had to adapt and shift to the digital space. Since then, if you are not online – you do not exist. And the cannabis industry is no exception. Thanks to legislative regulations that have classified cannabis products as essential, there is a possibility to carry out digital advertising, thus, enabling marijuana retailers to stay competitive and in business.
Keeping up with safety requirements and new expectations of the target customers who are not willing to impose themselves at additional risk, a lot of retailers had to shift to the e-commerce model almost overnight. The contemporary marijuana market players are undeniably available on the Internet. But shifting online is not the only thing the retail business needs to get used to. Let us proceed to the next fact.
Fact #2: Attraction of Digital Traffic Differs from Foot Traffic
In the past, the marketing tactics for your retail cannabis dispensary included keeping clients well-informed about your products and the possible fields of application, as well as in-person relationships between customers and sellers, in the digital space, there are other tools to make use of. Some of the successful examples of cannabis businesses that have shifted online and implemented effectively tactical approaches in 2020 included:
- Online cannabis consultations (via Skype, Zoom, Google Meet, etc.) were carried out by retail dispensaries to keep their customers informed.
- Various popup events and product demonstrations have been carried out by some online cannabis stores, which helped them keep their clients involved and engaged.
- One of the leading medical and wellness cannabis operators in the US used a similar approach. With the help of Zoom, the company managed to increase audience engagement in product releases and the safe consumption methods presented.
Even when the restrictions are eased, it is unlikely that potential cannabis clients or even businesses will be eager to return to the previously accepted brick-and-mortar stores and the past advertising model.
Fact #3: Cashless Payment Options Are Preferred, While Cash Is Becoming Obsolete
It is well-known that cashless payment is convenient for online stores, as well as safer for clients and employees. And online cannabis stores have already experienced this complication. How can an online marijuana store satisfy the expectations of clients and ensure the safety of employees following this trend?
Unfortunately, the response is not yet available, however, there is hope in this direction. The Fair Enforcement (SAFE) Banking Act is expected to pass. And as soon as it happens, cannabis dispensaries will get the possibility to easily move to cashless payment options satisfying the needs and requirements of their customers. Therefore, the whole marijuana industry will transition to a new financial level.
Fact #4: Consumer Habits and Changes and So Should Your Cannabis Advertising Campaign
In the world of the pandemic, people are concerned by the two major problems, i.e., their health and their financial stability. Talking about the latter, in the cannabis business experts recommend focusing on products that will not make clients spend a lot. These can be high-margin THC edibles and cannabis-infused beverages. Focusing your advertising marijuana campaigns on these products and offering a high-quality product at a reasonable cost will ensure you a stable flow of orders.
From the point of view of safety, it is essential to remember that:
- Pre-rolls and other inhalable products have decreased in their popularity because people are widely persuaded that they have to maintain the health of their lungs, while mass media is widely linking respiratory infections with smoking.
- Edible products are easier to enjoy at home, while smokable and inhalable ones are mostly preferred outside, which is not always the case under the conditions of a possible lockdown.
- People are not likely to share a joint while they are spending time together for hygienic reasons. So, focusing on smaller, single-use products and THC edibles is a reasonable step.
Learn More: COVID, SEO and Digital Marketing for Marijuana: What Your Company Needs to Stay Relevant in the New Normal
Have No Experience in Digital?
While all the above facts can be known and logical, how can this all be implemented in a cannabis digital marketing strategy? The truth is that there is no more time to experiment with DIY approaches and strategies. If your cannabis dispensary used to work as a brick-and-mortar store, and now you are challenging the new reality, it is worth entrusting your business to a professional cannabis SEO agency that will bring your business to a new level, not only locally but also internationally.
With a well-thought-out strategy for your marijuana business developed by experienced professionals, your project will grow, and the revenue will also increase. No need to hesitate – adapt to the new reality and gain benefits from this!