A Guide to CBD VS THC Marketing

The recent wave of cannabis decimalization and legalization in different parts of the country has created a profound impact on the way people perceive the industry. Marketers should be taking advantage of this new market while also obeying legal standards and elevating consumer perception. Here is our guide to effective CBD vs THC marketing.

What is CBD?

Cannabidiol (CBD) is the second most prevalent active ingredient found in the resinous flower of cannabis. In fact, CBD is a naturally occurring chemical compound and accounts for about 40 percent of the plant’s extract.¹ CBD is known to have several healing properties that people can benefit from through the use of CBD oils, pills, vapes, topical creams, and edibles. Unlike tetrahydrocannabinol (THC), CBD does not possess euphoric properties when used.

What is THC?

Tetrahydrocannabinol (THC) is the main psychoactive component found in cannabis and is known for providing a “high” sensation. This happens when the THC stimulates cells in the brain to release dopamine, creating a euphoric feeling.² Similarly to CBD, THC provides several healing benefits when used through inhalation, tincture, oral, or topical use.

What are the Benefits of CBD and THC?

Both CBD and THC provide benefits for chronic pain, insomnia, headaches, migraines, anxiety, depression, and PTSD.³ Unlike CBD, sativa based THC products can provide creative focus, productivity, and energy boosting effects.⁴ Additionally, indica based THC marijuana products can provide intense relaxation effects that work as a sleep aid.

How to Effectively Market CBD vs THC

The Cannabis Industry not only faces a variety of restrictions related to advertisements online, but also with marijuana marketing tactics.⁵ It’s important for your cannabis business to be aware of these restrictions in order to safely market your cannabis products. Here are some marketing tips to utilize when advertising your THC/CBD products.

Content Marketing

To effectively market your THC/CBD products, you must be extremely careful. Since cannabis remains illegal at the federal level, there are many restrictions you must follow. Therefore, focusing your marketing efforts on strong content that educates, provides factual information, and encourages advocacy will safely boost your brand awareness.

Strong Social Media Presence

Although social media is federally funded, your brand should have an active online presence. Social media is one of the first places consumers go to connect with your brand, meaning this is an excellent channel to share the content marketing that you’ve created. Doing this will appeal to your target audience without directly going against social media terms of use.

Interactive Website

In addition to having a strong social media presence, your brand should value having an interactive website that highlights your engaging content. Having a blog section on your website is a great way to create content specifically for the cannabis industry as well as provide value for your customers. Also, include an FAQ section about your products and where they can purchase them legally.

Despite all the progress that has been made towards cannabis legalization, there are still many restrictions placed against marketing CBD and THC products. But knowing how to safely market your products will help get your brand recognized, boost website traffic, and expand your network. At Herban Creative, our expert team can help market your brand strategically to fit the cannabis industry’s restrictions. Contact Herban Creative today!

The Struggle of Cannabis Marketing to the Baby Boomer Generation

As the use of marijuana becomes more normalized, more people are becoming aware of the different healing benefits that come from using cannabis products. Although there is still a lot of work to do, the cannabis community is taking strides in eliminating these harmful stereotypes and normalizing people of all ages, backgrounds, and professions becoming cannabis users.

According to a Pew Research Poll, marijuana use is becoming more prevalent among the baby boomer generation.¹ In fact, it was found that 49% of Republican boomers and 81% of Democrat boomers now favor legalization. Consequently, the baby boomer generation seems to be turning to cannabis as a way to alleviate joint pain, treat insomnia, and provide overall pain relief.

Cannabis brands should not overlook the potential that the baby boomer generation can bring to the cannabis market. As this generation continues to age up, the more eager they will be for pain relief and are expected to grow as legalization continues.

The Struggle of Cannabis Marketing to the Baby Boomer Generation

Although the boomer generation seems to be more accepting of cannabis than ever before, there is still a stigma attached that prevents most boomers from being fully on board with legalization. The reason many boomers struggle to overcome the cannabis stigma can be traced back to decades of the “War On Drugs” anti-marijuana propaganda that they were exposed to in the 1980s.² To overcome this intense level of skepticism and stigma, cannabis brands should focus on marketing to boomers’ specific needs.

How to Market to The Baby Boomer Generation:

Start with CBD

Baby boomers that have minimal experience with cannabis are more likely to be hesitant to jump right into smoking marijuana. Instead, focusing on CBD options is a great way to dip their toes into the cannabis market. CBD is also an excellent option for boomers who suffer from chronic pain but don’t want to feel THC’s effects. In fact, a 2018 report showed that baby boomers are the most common CBD enthusiasts of all age groups (8.4% in 2018).³

Focus on Educating

As mentioned, boomers are incredibly hesitant about cannabis. After all, they grew up hearing anti-marijuana public service announcements. Therefore, having experts working for your brand that can educate, offer the best products, and react sensitively to their concerns is a great way to break the stigma.

Focus on the Medicinal Effects

As boomers continue to age up, they are more likely to experience some chronic pain. Whether that be joint pain, migraines, insomnia, etc. highlighting the medicinal effects that cannabis can alleviate will score major points with this generation’s members.

Highlight Edible Options

The act of inhaling smoke can seem very undesirable for many boomers, and therefore highlighting other options can be very beneficial to your brand. Whether that’s edible gummies or tinctures, anti-smoking boomers are more likely to be less hesitant in comparison.

Offer Special Offers

The use of special offers and discounts is a great way to appeal to the boomer generation. Boomers tend to be highly motivated by saving money and creating brand loyalty. Offering customer loyalty programs that provide special offers is a great way to retain your boomer customers.

For your cannabis brand to market to its highest potential, you should expand your marketing strategy to include the baby boomer generational cohort. Contact Herban Creative to learn more about cannabis marketing.

1. “Two-thirds of Americans support marijuana legalization.” Pew Research Center, 14 November 2019, https://www.pewresearch.org/fact-tank/2019/11/14/americans-support-marijuana-legalization/
2. “A Brief, Paranoid History of Anti-Weed PSAs.” Vice, 21 April 2017, https://www.vice.com/en/article/ez3b8p/history-of-anti-weed-psas-weedweek2017
3. “State of Cannabis: Consumers diversified in 2018.” Eaze, 15 January 2019, https://www.eaze.com/article/insights-2018-state-of-cannabis-report-marijuana-consumer-diversify

How to Determine Your Cannabis Brand’s Target Audience

One of the most detrimental mistakes that cannabis brands can make is generalizing their target audience. Although traditional pop culture may stereotype marijuana users, it’s imperative to avoid falling into the trap of stereotyping your audience.

According to a study by Miner and Co. Studio, of 800 Cannabis Consumers, 88% consider themselves a part of a new cannabis culture.[1] This new culture identifies themselves as social, sophisticated, and professional individuals rather than the stereotypical “stoner.”

Keeping this new cannabis culture in mind is essential when determining your cannabis brand’s target audience. Understanding consumers’ different cohorts is a critical component of creating effective marketing strategies that create value for your customers.

Different Cannabis Consumers

Here is a list of real-life cannabis consumers that would be detrimental to overlook:

Medicinal Users

This group of consumers use cannabis for its medicinal effects. Marijuana and CBD alike appeal to this cohort. These users often use cannabis to treat chronic pain, insomnia, headaches, migraines, anxiety, depression, and PTSD.[2] To effectively market to this group, your brand should advertise all the medicinal properties that come with your products or services.

Professionals

According to a study, 84% of cannabis consumers are employed full time.[3] Not only does this debunk so many stereotypes of cannabis users, it’s also a massive percentage of people that your brand can appeal to. Your brand should highlight the relaxing and mindful effects that Indica-based products can provide professionals to unwind after a stressful work week.

The Creative Community

The creative types of cannabis consumers have always been a major driving force in the cannabis community. These types of consumers typically rely on Sativa-based products to inspire their creative pursuits. To market to this group of consumers, your brand should highlight the creative focus, productivity, and energy-boosting effects of using your products.

Connoisseurs

This group of consumers know absolutely everything there is to know about cannabis. These consumers are more likely to invest in high quality and expensive products and be well-versed in different cannabis communities. To market to this cohort, focus on your brand’s unique and exciting products that distinguishes you from other cannabis competitors.

For your cannabis brand to market to its highest potential, you must understand that there is no one type of cannabis consumer. Cannabis users are educated and diverse professionals, and knowing this is the first step to effectively segmenting your target audience. If you need help understanding your audience, get in touch with Herban Creative. We can help identify who you should be targeting and create an integrated digital campaign to reach the right people.

1, 3 “The New Cannabis Consumer: Stoners No More.” Miner & Co Studio, November 2016, https://www.minerandcostudio.com/a-new-class-of-cannabis-consumers

2 “What Medical Marijuana Works For.” AARP, 3 September 2019, https://www.aarp.org/health/drugs-supplements/info-2019/cannabis-for-medical-conditions.html

Implementing a Successful Marketing Campaign for Your THC Brewery Brand

It’s no secret that the cannabis industry faces a variety of restrictions when implementing marketing tactics online.[1] But being aware of these restrictions can allow your THC brewery brand to create an effective marketing campaign without risking your ads being removed.

What Paid Ads are Allowed and What Aren’t

Allowed

1. Billboards
Under certain circumstances, billboard cannabis advertisements are allowed. Yet there are still several laws and regulations that may prevent you from being considered for billboard advertisements based on what state you’re in.

2. Print Advertisements
Cannabis print advertisements have become more normalized due to the rise in many print marijuana and cannabis magazines on the market. As long as the audience is aimed at 21+ years of age and follows state laws and regulations, you should be able to advertise in print.

Not Allowed

1. Google Ads
As a corporation, Google abides by federal law, which means that it cannot allow for the promotion or selling of cannabis. Fortunately, there are ways to get around this by using keywords associated with hemp, which are allowed to be marketed.

2. Social Ads
Unfortunately, all social media channels such as Instagram, Facebook, and Twitter are federally regulated. As a result, paid cannabis marketing on social media violates social media policies. Once again, there are ways to get around this, but it limits your brand’s reach and content possibilities.

How to Market Your THC Brewery Brand Safely

Develop a Brand Persona

Before you can effectively market your THC brewery brand, you must develop a brand identity that your audience can identify with. To do this, determine the traits of your THC beer that you want to highlight. If your target audience is more outdoorsy, use that characteristic to create a brand persona to differentiate you from competitors.

Create Valuable Content

Content can be valuable to your audience by including informative infographics focusing on your brewing process, a blog highlighting your different brews, etc. Creating authentic content can help boost your SEO, which allows you to connect with your audience and promote brand awareness.

Strong Social Media Presence

Like mentioned above, social media is federally regulated, which means that advertising your THC brews can be difficult but not impossible. One of the first places consumers go to connect with your brand is social media. Your brand should be sharing original, educational, and entertaining content that links to your website. Doing this will appeal to your target audience without directly using cannabis terminology, images of cannabis, or the promotion of selling cannabis. Instead, focus on your brand’s brewing and social aspect since that doesn’t go against federal law.

Although there are many restrictions placed against your THC brewery brand, there are still many ways to get your brand recognized. Focus on creating content that aims to grow your network, boost website traffic, and gain new customers. Herban Creative can help you get started. Our experienced team markets strategically within the cannabis industry restrictions. Contact Herban Creative today!

1 “Paid Cannabis Advertising: What’s Allowed, and What’s Not.” Cannabis Marketing Association, 1 July 2019, http://cannamarket.wpengine.com/paid-advertising-and-cannabis-whats-allowed-and-whats-not/

NJ to Introduce New Bill Detailing the Latest Marijuana Industry Happenings

With about 65% of New Jersey voters voting in favor of legal use of recreational marijuana¹ to customers 21 and over, the Garden State is set to join the 11 additional states that have legalized cannabis.

On Friday, November 6th, State Senator Nicholas Scutari introduced a bill² outlining how this new cannabis industry will function. This bill largely pulled from the 2019 bill that failed to pass due to lack of support. Scutari is hopeful that the bill will pass through both the full Senate and Assembly by November 16th.

This new 206 page bill introduces a new major change for medicinal marijuana license holders. Current law limits these licensees to operating one location for cultivation but with this new bill, they will be able to add two more cultivation sites for additional marijuana growth to help meet future supply demands. With this new addition to the bill, lawmakers are expecting to get the recreational market up and running quickly without impacting the 95,000 current New Jersey resident medical marijuana users.

Following the authorization of legal use recreational marijuana, Governor Phil Murphy has named two appointees to the Cannabis Regulatory Commission³. This commission will work to oversee the new legal marijuana industry, the existing medical marijuana program, as well as the new potential marijuana consumers.

Unlike the existing medical marijuana program set in place, this new commission will not limit the number of licenses the commission can issue for wholesalers, retailers, etc. This will mark major change due to the existing medical marijuana program being extremely limited on license distribution, with only 12 companies legally allowed to operate⁴.

Additionally, this legislation wasn’t the only bill discussed following the passing of the ballot’s legalization question. Governor Phil Murphy is looking into passing a bill that decriminalizes possession of up to six ounces of marijuana⁵. This will be discussed further during the hearings this coming week.

Stay up to date on the latest happenings in NJ regarding legalization with Herban Creative!

1. https://www.nj.com/marijuana/2020/11/election-2020-nj-voters-approve-legal-weed-ballot-question.html
2. https://files.constantcontact.com/5fec8eef701/60be30ba-be8c-4a47-908f-24d878c26c45.pdf
3. https://www.nj.com/marijuana/2020/11/legal-weed-now-approved-murphy-names-picks-for-commission-to-oversee-nj-marijuana-industry.html
4. https://www.nj.com/marijuana/2020/04/12th-nj-medical-weed-dispensary-issued-permit-to-grow-as-patients-still-wait-on-4-others-to-open.html
5. https://www.nj.com/marijuana/2020/11/you-would-be-able-to-possess-up-to-6-ounces-of-weed-in-nj-under-decriminalization-bill.html

What Does the Legalization of Recreational Marijuana Mean for Businesses in NJ?

New Jersey voters have authorized a constitutional amendment that legalizes marijuana for personal, non-medical, and recreational use by residents 21 and older. This amendment now allows for the state of New Jersey to create a regulated market for the cannabis industry.

In addition to the state’s age restriction on recreational use, the state has imposed a 6.625 percent state tax[1] as well as an additional municipalities 2% tax. Governor Phil Murphy feels that the potential of extra tax revenue can help ease a post pandemic recovery,[2] create new jobs, as well as generate about $126 million[3] a year once the market is established.

NJ Cannabis Dispensaries

New Jersey is currently home to twelve dispensaries[4] that currently serve an estimated 95,000 patents. The goal of State Senator Nicholas Scutari is to allow medical marijuana dispensaries to sell to the general public immediately. Dispensaries however, are not prepared to supply their patients as well as an additional estimated 1 million customers. Meaning that this process can take anywhere from months to a year, before recreational marijuana becomes a reality in New Jersey. During this potentially lengthy process, dispensaries will find themselves in need for knowledgeable employees, scientists, and botanists to handle the rapid demand coming from the influx of recreational users.

NJ Cannabis Grow Facilities

With the legalization of recreational use marijuana, cannabis grow facilities will need to up their supply in preparation for these new consumers. This may be an additional contributing factor to a slower legalization process due to the time needed to grow cannabis. Additional cultivation takes between 3-4 months[5] to completely harvest. Additionally, NJ’s cannabis growth facilities are going to require more staff to meet the demand and additional botanists to specialize in the cultivation process.

Cannabis Tracking and Transportation in NJ

States that have legalized recreational marijuana use typically use a statewide system to record the inventory and movement of cannabis through the commercial cannabis supply chain.[6] Typically these track and trace systems are used by all licensed cannabis cultivation botanists, manufacturers, retailers, etc. With Massachusetts[7] being the closest legal state in proximity to New Jersey, it’s likely that NJ will follow similar tracking and transportation efforts. These new efforts can open the job market due to the overwhelming demand on the manufacturing level, retail level, and laboratory testing level.

If you’re looking to stay up to date on the latest happenings in NJ regarding legalization, check out our blog at Herban Creative!

1. https://ballotpedia.org/New_Jersey_Public_Question_1,_Marijuana_Legalization_Amendment_(2020)
2. https://www.nj.com/marijuana/2020/07/murphy-says-legalizing-weed-is-incredibly-smart-to-offset-budget-woes-triggered-by-coronavirus.html
3. https://www.njleg.state.nj.us/2018/Bills/SCR/183_E1.PDF
4. https://www.nj.com/marijuana/2020/10/medical-cannabis-dispensaries-form-trade-group-ahead-of-legal-weed-referendum.html
5. https://www.growweedeasy.com/how-long-does-it-take-to-grow-weed
6. https://mgretailer.com/business/retail-merchandise/track-and-trace-systems-are-still-working-out-the-kinks/
7. https://www.biotrack.com/massachusetts/

What We Know So Far About NJ’s Legalization of Recreational Marijuana

New Jersey voters authorized the legalization of recreational marijuana[1] to customers 21 and over on Tuesday November 3rd, 2020. After a series of legislative failures, the state of New Jersey can now move forward in a potentially lengthy process of passing a bill that details the regulations that will come with this new legal marijuana industry.

What Happens Next?

The vote in favor of legalizing the use of recreational marijuana is only the beginning. State lawmakers must pass a bill before people can begin purchasing and using marijuana legally. State Senator Nick Scutari will be introducing the legislation[2] as soon as Thursday, November 5th. Additionally, Governor Phil Murphy and Assembly Speaker Craig Coughlin must name appointees to a Cannabis Regulatory Commission[3], which will oversee and regulate the industry.

When Will This Go into Effect?

Scutari stated in an interview with NJ.com[4] that his top priorities are to get the vote passed and passed quickly. He also mentioned that he and Murphy have been continually drafting the bill with co-sponsors and the governor’s office. Scutari’s optimism continued when mentioning that medical dispensaries could potentially begin legally selling immediately after the bill passes.

Despite Scutari’s statements, dispensaries may be a contributing factor to a lengthier process than hoped for. Dispensaries must undergo an intense licensing process, preparation for an influx of 1 million customers, and adding new growers to the state’s supply. This process can take anywhere from months to a year before recreational marijuana becomes a reality. Using some of our northern neighbors as a template, the first dispensary opened two years after voters passed a 2016 referendum to legalize marijuana in Massachusetts[5] and four years later in Maine[6]. New Jersey is on the right track to passing a bill that decriminalizes possession of marijuana[7] and a bill that details the rules and regulations of the recreational use of marijuana.

Stay up to date on the latest happenings in NJ regarding legalization with Herban Creative!

1. https://www.nj.com/marijuana/2020/11/election-2020-nj-voters-approve-legal-weed-ballot-question.html
2. https://www.nj.com/marijuana/2020/11/with-little-worry-about-marijuana-ballot-question-passing-top-lawmakers-busy-crafting-nj-law.html
3. https://www.nj.gov/governor/news/news/562019/20190702d.shtml
4. https://www.facebook.com/watch/live/?v=947369779120044&ref=search
5. https://www.bisnow.com/boston/news/retail/heightened-regulations-and-bureaucracy-slowing-down-cannabis-retail-rollout-in-massachusetts-103455
6. https://dopemagazine.com/maine-just-opened-up-its-first-recreational-cannabis-shops/
7. https://www.nj.com/marijuana/2020/06/bill-to-decriminalize-marijuana-just-passed-nj-assembly-instead-of-arrest-a-50-fine.html

Advertising Cannabis and Mental Health Benefits Effectively

As medical marijuana becomes increasingly normalized, more people have begun to debate the actual motivation behind medical users. With marijuana being illegal at the federal level and considered a controversial topic to some, people have aimed to understand how people are utilizing medical marijuana. According to a study published in the journal of Health Affairs, Chronic pain was the highest result with 62.2 percent of people using medical marijuana to treat their varying chronic pain.¹ However, CBD is also known to have several mental health benefits. Let’s take a look at how cannabis can ease physical and mental conditions.

How Cannabis Helps Physical Pain

It has been suggested that THC, cannabinoid found in cannabis, can increase appetite, reduce nausea, decrease pain, inflammation, and muscle pain.² Additionally, CBD, a non-psychoactive cannabinoid found in cannabis, has been found to also reduce pain and inflammation, help reduce seizures, and aid insomnia.<sup3

Can Cannabis Help Mental Health?

While there have been several cases where cannabis has aided in physical pain, there are many that believe cannabis can have mental health benefits as well.⁴ Recently, there has been an increase in researching the effects that cannabis has on a range of psychiatric disorders, as well as researching cannabis therapy for PTSD, ADHD, anxiety, and schizophrenia.⁵

Although evidence is still currently being gathered, it can be suggested that certain cannabinoids, such as CBD, can be effective in treating social anxiety and improving insomnia and PTSD.⁶ However, further research is necessary in order to provide sufficient evidence.

How to Market Cannabis Mental Health Benefits

Since CBD is known to be connected to mental health benefits, marketing CBD may be your best bet when trying to advertise your cannabis business. Here’s why:

• Regulatory leniency: Unlike THC and other cannabis products, CBD is now legal for manufacturers to sell, market, and distribute.⁷ As a result, this will be your best bet at following digital marketing practices, such as social media marketing, SEO, etc.
• Profitability: Since CBD is considered a new and trendy product, there is a lot of market potential. Since it’s a new market, people are eager to take advantage of the public demand and limited competition.
• Product Innovation: There are multiple new ways that entrepreneurs are innovating the use of CBD. With new CBD products coming to market every day, such as foods and oils, it’s the best time to get involved in the CBD industry.

Get Started with Cannabis Marketing

To navigate social media restrictions and digital regulations of cannabis marketing, work with an experienced Agency. Herban Creative knows how to get your products in front of the right audience. Talk to our team of strategists today to get started.

1. “Qualifying Conditions Of Medical Cannabis License Holders In The United States.” Health Affairs, February 2019, https://www.healthaffairs.org/doi/abs/10.1377/hlthaff.2018.05266
2. “THC vs. CBD for Pain Relief: What’s Better?” CreakyJoints, 4 November 2019, https://creakyjoints.org/alternative-medicine/thc-vs-cbd-for-pain-relief/
3. “Cannabidiol (CBD) — what we know and what we don’t.” Harvard Health Publishing, 24 August 2018, https://www.health.harvard.edu/blog/cannabidiol-cbd-what-we-know-and-what-we-dont-2018082414476
4. “Potential Use of Cannabinoids for the Treatment of Pancreatic Cancer.” National Library of Medicine, 25 January 2019, https://pubmed.ncbi.nlm.nih.gov/30706048/
5. “Psychiatry.” Psychology Today, https://www.psychologytoday.com/us/basics/psychiatry
6. “Cannabidiol (CBD) — what we know and what we don’t.” Harvard Health Publishing, 24 August 2018, https://www.health.harvard.edu/blog/cannabidiol-cbd-what-we-know-and-what-we-dont-2018082414476
7. “FDA Regulation of Cannabis and Cannabis-Derived Products, Including Cannabidiol (CBD).” U.S. Food and Drug Administration, 3 August 2020, https://www.fda.gov/news-events/public-health-focus/fda-regulation-cannabis-and-cannabis-derived-products-including-cannabidiol-cbd

Phil Murphy Believes Legalization of Marijuana Will Ease NJ Post Pandemic Recovery

New Jersey Governor Phil Murphy caught local media’s attention after making a comment about the possibility of marijuana legalization being used to ease the post pandemic recovery efforts. Murphy made these comments during a radio interview on the Jim Kerr Rock & Roll Morning Show on New York’s Q104.3 classic rock radio station.

Murphy continued on by stating that New Jersey is going to need federal cash assistance in order to aid the economic crisis brought on by COVID-19. When co-host Shelli Sonstein mentioned that marijuana legalization could help ease post pandemic recovery, Murphy agreed. He even stated that legalizing marijuana would be “an incredibly smart thing to do.” If marijuana became legal, jobs would be created, tax revenue would be raised, and there would be lower incarceration rates.¹

The November 2020 Ballot

After several attempts by the democrats to pass a legalization bill, both houses finally approved, which was then supported by Governor Murphy, to officially place the legalization question on the November 2020 ballot.

If the ballot favored the legalization of marijuana, it would become known as The New Jersey Marijuana Legalization Amendment.² Under this law, the use, cultivation, and possession by people over the age of 21 would be legal. Due to the long and strenuous process to even get this question on the ballot, it’s easy to assume that it may take several months following the election before the legalization process would begin.

Even with the legalization of Marijuana in New Jersey, the cannabis industry will continue to face a variety of restrictions related to advertisements online, as well as marijuana marketing tactics.³ But as Americans continue to erase the stigma and grow more comfortable with marijuana, meaningful cannabis law reform at the federal level can improve. And, in turn, create a less regulated cannabis industry.

How Does Marijuana Legalization Affect Industry Marketing?

If the November 2020 ballot results favor marijuana legalization, big changes could follow for New Jersey’s marketing regulations. Local advertising rules will slowly favor mainstream cannabis ads. As a digital marketing agency for the cannabis industry, Herban Creative is eager to follow the ballot and advertising law changes that will surely follow.

1. “N.J. still arrests more people for pot than almost any other state. A lot more.” NJ.com, 31 May 2019, https://www.nj.com/marijuana/2019/05/nj-still-arrests-more-people-for-pot-than-almost-any-other-state-a-lot-more.html
2. “New Jersey Public Question 1, Marijuana Legalization Amendment (2020).” BallotPedia, https://ballotpedia.org/New_Jersey_Public_Question_1,_Marijuana_Legalization_Amendment_(2020)
3. “Paid Cannabis Advertising: What’s Allowed, and What’s Not.” Cannabis Marketing Association, 1 July 2019, http://cannamarket.wpengine.com/paid-advertising-and-cannabis-whats-allowed-and-whats-not/

Marketing Tips Guaranteed to Increase Your ROI

With restriction after restriction for paid cannabis advertising, especially online, it can be hard to imagine a marketing strategy that actually works. However, countless cannabis companies have found success in producing organic content and following local SEO practices. Ultimately, your marketing should increase brand awareness, drive website traffic, and bring customers to your retail store.

So, how can you increase ROI for your cannabis brand? Follow these tips!

Try Influencer and Affiliate Marketing

Influencer marketing is a way to work around traditional paid advertising rules. User-generated content is less likely to be flagged by social media algorithms than branded content. As long as you follow content guidelines, the post should get a significant reach and engagement. Creating an affiliate program is another great tactic that pairs extremely well with influencer marketing. If you are unfamiliar with an affiliate program, it’s a basic referral system. A retailer will provide an influencer with a specific code to use for a discount on products. Sometimes, the influencer will make a small amount of money for every person who uses their code.

Start Writing Long-Form Content

As organic advertising rules the cannabis industry, long-form content will become incredibly valuable to your marketing strategy. Writing blogs, for example, is the best way to get potential customers on your website. Meaningful and engaging topics must be written, or else a person may leave your site after reading the blog. Long-form content can also be repurposed for a video, email, or social media post. Don’t be discouraged if you don’t see results right away! SEO and blogs take time to garner results, so it may be months or even a year later until you see an increase in ROI.

Implement Technical SEO Practices

As we discussed above, blog writing is an excellent place to start with SEO. However, there are some other common SEO practices that your cannabis business should implement. For example, update your website’s metadata and keywords. This will improve search results and click-through rates for your site. Another tactic is to get your company listed on various directories. Google My Business, Leafly, WeedMaps, BingPlaces, Yelp for Business Owners, and Manta are excellent sources your company should be listed on. This will increase your website’s credibility and help to get ranked higher.

Work with an Experienced Cannabis Marketing Agency

The best way to see an increase in ROI is to work with a marketing agency. Herban Creative understands the challenges of cannabis marketing and knows just the right way to market your brand. Our team of strategists is here to create engaging social media, email, and blog content to help reach new customers. Contact us today to learn more!

1. “Paid Advertising and Cannabis: What’s Allowed, and What’s Not.” Cannabis Marketing Association, 1 July 2019, https://thecannabismarketingassociation.com/paid-advertising-and-cannabis-whats-allowed-and-whats-not/
2. “Can Influencer Marketing Work for the Cannabis Industry?” Herban Creative, 6 May 2020, https://herbancreative.wpenginepowered.com/cannabis-news/can-influencer-marketing-work-for-the-cannabis-industry