Digital marketing is an incredible innovation and advancement in technology. However, when it comes to cannabis, the digital marketing for dispensaries needs a lot of creativity. This is because there are restrictions strictly in place on major online advertising platforms like Facebook and Google when it comes to it. Social media marketing for dispensaries can help bypass that through the strategic use of influencer marketing.
Influencer Marketing
Influencer marketing is the next best thing to social media platform ads. This is due to cannabis companies’ inability to spend on ads for the latter. Your brand won’t just end up within your target audience’s line of sight; it’ll be right in front of them, since influencers have a huge following. It may seem unconventional, but it’s actually a really smart move.
Let’s look at some fast facts:
– For influencer marketing campaigns, brands prefer Instagram (75%), Facebook (46%), YouTube (36%), Twitter (24%), and LinkedIn (12%)
– Long-term partnerships with a select influencer pool are prioritized by brands
– The influencer marketing industry was worth $8 billion in 2019, and for 2020, the number was said to double that
Between paid media and influencer marketing, the latter is sure to cost you more. Studies have shown that the ROI (return on investment) from influencer marketing is much higher than other digital marketing tactics. It’s because they bring something priceless: a major ‘trust factor’ that converts leads. After all, people are far more likely to trust someone they already follow and respect than some banner ad.
Looking to try it? Check out the following tips listed below:
Avoid branded content
When it comes to cannabis, images in social posts will do far better than branded content. Instagram’s algorithm has a tendency to flag branded content more than content generated by users. Whatever images the influencer comes up with can also be repurposed for other campaigns in the future.
Find (or put together) a small yet viable group of influencers
Your brand needs a face and voice that people trust in the long term. That way, no matter what products you put out in the future, there will already be a sure place to land for advertising. Make sure the influencers you get can give you the reach you want and that they align with your brand’s image entirely. The influencers’ personality counts as something to take into consideration, alongside niche presence and genre focus.
Work with the influencer that best uses their voice
Nobody knows an influencer’s followers better than him or her. It’s best to work hand-in-hand with them to write copy in order to give the post (and your brand) a sense of authenticity. It’s also more likely to lead that influencer’s followers to trust in the company.
Conclusion
Advertising for cannabis can be rather complicated, given all the restrictions. Influencer marketing can be a great way to reach a wide audience without violating any social media platform rules. It would help to work with the influencer to use their voice best, find or put together a small influencer group, and avoid branded content.
Wondering how to market a cannabis business? Contact Cannabud Marketing today! We help cannabis dispensaries and other businesses with their digital marketing needs.
