Developing a Stellar Cannabis Marketing Plan for Your Business
Posted on December 31st, 2020 to Digital Marketing
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Instagram marketing is an overarching term that defines the constantly evolving strategies and tactics brands use to market themselves on Instagram. As you might expect in the cannabis industry, the Instagram marketing landscape looks a little different.
Failure to comply with these terms will result in a warning from Instagram, or even worse – account termination without warning. (GASP!) Unfortunately, Instagram is notorious for banning cannabis-related accounts that reference the sale of cannabis.
One of the most frustrating parts of social media advertising for cannabis companies is the complete lack of consistency on the social networks’ end. Instagram’s unclear and haphazard rules (just like Twitter, Facebook, and the rest of ’em) have resulted in some accounts being banned for the same type of content other accounts get away with. The rules are left up for interpretation and each case is subject to the person reviewing it.
Trying Instagram for Your Cannabis Brand? Read THIS First…
Never mention sales or inventory on your Instagram. It is wise to add 18+ and *NOTHING FOR SALE* to your bio to avoid potential negative claims, but not all canna-businesses do this.
You will also want to avoid using stereotypical language on your page, and when interacting off of it. If you want your cannabis business to appear legitimate and be taken seriously, don’t discredit yourself with typical “stoner” culture language. Phrases like “getting high” or “ripping bong” and words like “doobie” or “pot” give your brand a youthful association. We’re not saying don’t show off your brand personality or add humor into your posting mix, just be careful of your word choice and be respectful of your viewers.
Like any online brand, the key to success for your cannabis business is creating killer content. When you post content that resonates with your followers they are more likely to like, comment and share it, which will help you increase traffic to your page and overall visibility for your brand.
So how do you grow your following? First, identify your target audience. Understand your target audience’s likes, dislikes and general social media habits. These habits are key indicators that will help you position your brand’s message to be the most receptive within your target audience. Once you’ve determined who you’d like to reach, here are some suggestions for creating killer content.
The appearance of your Instagram page is everything. Everything on your profile should be detailed, carefully thought-out, and branded.
As a result of Instagram’s advertising restrictions, engaging with other accounts is one of the most reliable ways to get your brand noticed.
Another way to garner quality engagement is by using influencers. Influencers are individuals who have a loyal following and are trusted within a specific niche or industry. Learn more about how to leveraging influencer marketing for your cannabis brand.
It can be challenging to manage your Instagram and other social media channels by yourself. As we’ve outlined, there are many complexities that come along with growing a great Instagram account. Contact us today to discuss working with our social media experts.
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