Digital Marketing for Cannabis: A Roundabout to Regulations

According to the 2019 edition of the Marijuana Business Factbook, “retail sales of medical and recreational cannabis in the United States are on pace to eclipse $12 billion by the end of 2019 – an increase of roughly 35% over 2018 – and could rise as high as $30 billion by 2023.” With these staggering numbers in sight, the pressure remains for cannabis brands to aggressively reach their audiences via social media, by building a community through social platforms.

But with federal regulations in (both Canada and) the US restricting and monitoring the promotion of cannabis, strict social media advertising guidelines are supresive, and unlikely to change anytime soon. 

With cannabis brands being limited to a lifestyle and educational approach what is a cannabis brand to do to stand out to consumers?

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Rather than a traditional retail approach, cannabis brands need a strategy & the right tools to reach audiences organically, and communicate their branding messages to even larger audiences, more and more cannabis companies are building brand ambassador teams to help them educate budtenders and consumers. 

A brand ambassador program enables cannabis companies to: 

  • Amplify user-generated content creation & organic chatter
  • Manage on-site Dispensary representatives
  • Grow customer acquisition
  • Drive sales to specific eCommerce or brick and mortar locations 
  • Build a trusted relationship with ambassadors through a rewards program  

With a SocialLadder ambassador management program in play, Cannabis brands will be able to stay true to compliance while growing the brand and improving engagement with consumers through social media.

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