Digital marketing for a cannabis business is both powerful and tricky due to the restrictions on advertising. But if you play it smart, you can build a strong online presence that drives traffic and loyalty. Here's a focused guide on how to approach digital marketing in the cannabis space:
1. Website & SEO (Search Engine Optimization)Your website is your home base. It should be:
- Fast, mobile-friendly, and age-gated
- SEO-optimized for terms like "CBD oil near me," "best cannabis edibles," etc.
- Equipped with a blog for educational content (FAQs, strain guides, product benefits)
- Hooked up with Google Analytics & Search Console to monitor performance
Pro tip: Optimize for local SEO if you have a dispensary—claim your Google Business Profile and get listed on local directories.
2. Email Marketing (High ROI)- Build a permission-based email list via your website or in-store promos.
- Use emails to:
- Announce new products
- Offer exclusive discounts
- Educate with helpful content
- Platforms like MailerLite or Klaviyo are more cannabis-friendly than Mailchimp.
- Educational blog posts (e.g., "How to use a vape pen," "THC vs. CBD")
- Video content (YouTube can be tricky, but you can embed videos on your site)
- Infographics for social and blogs (great for explaining cannabinoids or terpenes)
Content not only builds trust but also fuels your SEO and email campaigns.
4. Social Media (Carefully Executed)- Instagram & Facebook: Focus on culture, education, behind-the-scenes content. Avoid direct sales or price mentions.
- LinkedIn: Great for B2B cannabis marketing or building authority.
- Reddit: Participate in subreddits like r/CannabisBiz or r/CBD. Be helpful, not salesy.
- Twitter/X: Less strict, especially after its updated ad policies—possible for ad testing.
- Partner with micro-influencers who align with your brand values.
- Launch an affiliate program: Reward customers or bloggers for referring new ones.
- Track referrals with tools like Refersion, Impact, or LeadDyno.
- Google & Meta ads are mostly off-limits for cannabis, but...
- You can sometimes advertise CBD, accessories, or hemp-derived products with careful wording and disclaimers.
- Try platforms that allow cannabis ads:
- Weedmaps, Leafly, Dispense, Mantis Ad Network, Safe-Reach
- Very effective for dispensaries or online sales—instant open rates.
- Stay compliant with TCPA and state-level laws.
- Tools: Springbig, Alpine IQ, Dutchie
- Encourage happy customers to leave reviews on:
- Weedmaps/Leafly
- Yelp (if applicable)
- Respond to reviews and build credibility online.