Cannabis News

Can Your Cannabis Business Benefit from a Company Blog?

Can Your Cannabis Business Benefit from a Company Blog?

Can Your Cannabis Business Benefit from a Company Blog? 2560 1920 Herban Creative

4 Ways a Company Blog Can Benefit Your Cannabis Business

When it comes to your cannabis business, blogging may be the last thing on the agenda, if at all. However, it should be a serious candidate for your marketing efforts. Blogs can drive website traffic, boost SEO, attract potential customers, and nourish relationships with current clientele. For a cannabis business especially, blogging is an incredible way to organically increase search engine rankings, as paid advertising isn’t allowed online. Let’s take a more in-depth look into each of these benefits of having a cannabis company blog.

1. Drive Website Traffic

When you write a blog, you’re not just getting one piece of long-form content. You’ll be able to repurpose that content in a video, email, or social media post. Each of these new pieces of content can link back to your website. With tricky regulations for cannabis advertising, you’ll want to get out as much marketing as possible. Blogs are another way to drive traffic to your website and include links to other pages on your site.

2. Attract Potential Customers and Nourish Existing Customer Relationships

An inclusive blog plan will be mindful of all types of customers. This means writing content that is attractive to both potential and existing customers. For example, blogs that answer a specific question, such as the difference between cannabis and CBD, or can help make an informative decision, will be valuable to potential customers. People that have already purchased from your company may be more interested in product-based topics.

3. Boost SEO and Increase Organic Rankings

As Google is the most popular search engine, getting a high ranking will be crucial for your cannabis business. However, Google advertising policies forbid recreational drugs in any paid ads. These rules can affect organic marketing, as well. While Google will allow searches about cannabis, keyword research on cannabis topics are often extremely limited. This means you’ll have to rely on testing searches rather than most popular keyword tools. It’s not impossible to rank on Google organically with cannabis keywords. It takes time, good SEO practices, and consistency.

4. Create a Standout Voice in the Industry

Blog content showcases a sense of dedication and knowledge to anyone visiting your website. It tells a potential customer you take the time to share what you know while telling an existing customer you offer resources post-purchase. There are tons of cannabis brands popping up, so your company’s voice must stand out among the crowded industry.

If you are unsure about where to get started with a company blog or do not have the time to produce content, get in touch with Herban Creative. We have the expertise to write SEO-first blogs amid Google’s red tape.


  1. “FDA Regulation of Cannabis and Cannabis-Derived Products, Including Cannabidiol (CBD).” U.S. Food & Drug Administration, 3 August 2020, https://www.fda.gov/news-events/public-health-focus/fda-regulation-cannabis-and-cannabis-derived-products-including-cannabidiol-cbd
  2. “Dangerous products or services.” Google, https://support.google.com/adspolicy/answer/6014299?hl=en
Using Facebook Ad Targeting to Further Your Cannabis Business

Using Facebook Ad Targeting to Further Your Cannabis Business

Using Facebook Ad Targeting to Further Your Cannabis Business 2560 1707 Herban Creative

What are the Necessary Guidelines when using Facebook Ad Targeting?

Social media marketing is a valuable marketing channel for many businesses. In fact, 8 million advertisers chose to market on Facebook in the first quarter of 2020.[1] Unfortunately, for businesses in the cannabis industry, following Facebook ad targeting guidelines can be a challenge. Since cannabis is illegal at the federal level, it can be very easy to violate Facebook’s terms of services when trying to market on the platform.[2] Here are some things to avoid when using target ad marketing for your cannabis business:

  • Do not suggest your products are for sale: Cannabis businesses must be very careful with wording when advertising on Facebook. If your ad suggests that you are trying to sell a cannabis product, Facebook will take down your business page and remove your ads.
  • Do not post self-promotional posts: Although the point of advertising is to market your brand, for cannabis companies, you should not be advertising the sale of your products. Facebook will remove your content if they suspect that you are selling or distributing cannabis products. Instead you should focus on the cannabis industry as a whole and highlighting your brand’s image.
  • Do not use cannabis imagery in your ads or landing page: It is crucial that your landing page is about advocacy. As a result, your page will be more likely to have a chance of getting your ads approved. Avoid using imagery that includes the use of cannabis.

What your Cannabis Business Should be Posting on Facebook to Get Ads Approved

By posting authentic and original content, the more likely you are to grow your audience as well as getting your ads approved. Instead of focusing on your products and sales, these are things you should be highlighting on your business’ page:

  • Post educational content: Sharing informative content to educate your audience is a great way boost your business’ reach while still abiding by Facebook’s terms of services.[3]
  • Post facts: Your business should be sharing facts, statistics, data, and research in order to further the legitimacy of the cannabis industry without promoting the sale of any products.
  • Post about advocacy: Make sure your audience knows about the stance your business takes on advocating for the cannabis industry. Sharing your efforts is a great way to create brand loyalty between you and your consumers.

Social media is an amazing tool when it comes to marketing your brand. Although the cannabis industry still has ways to go until it can reach its fullest advertising potential, our tips are a great first step to exposing your brand. As long as you abide by Facebook’s terms of services[4], your brand should have no problem advertising its products and getting your ads approved.

If your cannabis brand is in need of Facebook ad targeting assistance, reach out to the strategists at Herban Creative. We’re experienced at navigating the red tape of social media regulations!


[1] “Number of active advertisers on Facebook from 1st quarter 2016 to 2nd quarter 2020.” Statista, July 2020, https://www.statista.com/statistics/778191/active-facebook-advertisers/

[2] “Terms of Service.” Facebook, 31 July 2019, https://www.facebook.com/terms.php

[3] “Terms of Service.” Facebook, 31 July 2019, https://www.facebook.com/terms.php

[4] “Terms of Service.” Facebook, 31 July 2019, https://www.facebook.com/terms.php

Content Marketing Strategies in the Cannabis Industry

Content Marketing Strategies in the Cannabis Industry

Content Marketing Strategies in the Cannabis Industry 2560 1920 Herban Creative

4 Tips for Developing a Content Marketing Strategy for Your Cannabis Business

The cannabis industry faces a countless restrictions related to advertisements online.[1] It’s vital for your cannabis business to be aware of these restrictions in order to develop an effective content marketing strategy for your business.

What is Content Marketing and How Can it Help Your Cannabis Business?

According to The Content Marketing Institute, content marketing is a strategic marketing tactic that is designed to create valuable and relevant content, such as blogs and social media posts, to attract your target audience and create a profit.[2]

Content marketing can help your cannabis brand because it focuses on raising awareness and educating consumers about your products and services. Having original content can also help increase your cannabis SEO, which will allow you to connect with your audience and boost brand awareness as well.

Here are some tips for developing an innovative content marketing strategy designed to create brand awareness for your cannabis business:

  • Infographics: Creating infographics can be very effective for educating your target audience with useful facts and statistics. Vital information can be presented in a visually appealing way to captivate your audience and view a specific message.
  • Strong Social Media Presence: One of the first places consumers go to connect with your brand is social media. Having an active presence on various social media platforms can help increase brand awareness, potential website traffic, and company legitimacy. Your brand should be sharing original, educational, and entertaining content to appeal to your target audience.
  • Interactive Website: Having a blog section on your website is a great way to create content specifically on the cannabis industry and current trends. Creating content that is engaging and effective can also boost your site’s SEO and web traffic which directly translates into brand awareness.
  • Email Marketing: Creating email newsletters that share helpful content in addition to marketing material can highlight your brand, boost web traffic, and engage your customers directly.

Recognizing that your brand is in need of an innovative content marketing strategy is your first step in boosting your web traffic and creating brand awareness. You should be creative and original in your content to stand out against competitors and appeal to your target audience. Creating content is a powerful way to grow your network and should be highly prioritized. To get it right, talk to the experts at Herban Creative! We specialize in creating organic SEO and personalized social media campaigns for cannabis brands.


[1] “Paid Advertising and Cannabis: 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/

[2] “What Is Content Marketing?” The Content Marketing Institute, 2020, https://contentmarketinginstitute.com/what-is-content-marketing/

Is It Time for a Rebranding Strategy for Your Cannabis Business?

Is It Time for a Rebranding Strategy for Your Cannabis Business?

Is It Time for a Rebranding Strategy for Your Cannabis Business? 2560 1703 Herban Creative

5 Signs It’s Time to Consider a Rebranding Strategy for Your Cannabis Company

It may be scary to think of rebranding as a company, especially after years of building a reputation. Will customers remember you, or will it turn away your existing customer base? However, with the cannabis industry’s legalizations increasing, your brand may need a more modern appearance and bolder messaging1. Take a look at these five signs it may be time to change up your cannabis company’s rebranding strategy!

1. You’re Blending in with Your Competition

As of 2019, the number of cannabis brands has increased nearly 16 times that of 20142. We can only assume the industry, along with hemp and CBD brands, will continue to grow. This market inflation means that your company may not be getting the same attention it was five years ago. If this is the case, it may be time to switch up your imagery and messaging to start boosting brand awareness again.

2. You’re Trying to Reach a New Audience

The longer you’re running your business, the more insights you will have into your audience. After a few years, you may notice that who you’ve been targeting isn’t actually who is making purchases. Whenever you’re trying to reach a new group of people, a connection is everything. How you speak to them and what you present them with is crucial. Age, location, and other demographics should heavily influence your branding decisions.

3. Your Business Has Expanded

In an increasingly growing industry like cannabis, every company is trying new things to stand out. If you have dabbled in introducing new products, your brand may not reflect those additions. When a potential customer lands on your social media page or website, they must be able to recognize who you are, what you offer, and make the connection between the two.

4. Your Brand No Longer Reflects Your Values 

As the cannabis industry regulations are changing year after year, you may have found that you’re doing things differently. It’s time to let your customers know and allow them to connect with your new values. From being more inclusive to offering medical-grade products to sharing a more lifestyle approach, make sure your company’s vision, mission, values, and core principles align and are up to date.

5. Your Branding is Simply Outdated

One of the top reasons a company re-brands is because they want a more modern look and feel. Especially in the retail industry, being natural, organic, and transparent is vital. Beyond product and messaging, your social media presence and website must reflect current times. Utilize current design trends and themes, and be sure your site is mobile and user friendly.

Take the First Steps to Rebrand Your Cannabis Business

Overall, customers look for a brand that they can connect with. If your cannabis business is falling short in one or more of these areas, it’s time to consider a rebranding strategy. From a new logo and tagline to business cards and marketing materials, the marketing specialists at Herban Creative can help revitalize your brand. Get in touch with us today!

Why the Cannabis Industry Needs Instagram Marketing

Why the Cannabis Industry Needs Instagram Marketing

Why the Cannabis Industry Needs Instagram Marketing 2560 1703 Herban Creative

3 Ways Instagram Marketing Will Attract Your Target Audience in the Cannabis Industry

The cannabis industry faces extreme restrictions when it comes to online advertising—especially on social media. Instagram’s Community Guidelines forbid the buying and selling of “illegal drugs,” even if it is legal in your region1. For example, while many states have legalized the use of cannabis, it is still illegal at the federal level. The tricky part is Instagram can be inconsistent about deleting cannabis accounts.

Here are three ways you can still attract your target audience by adhering to Instagram marketing rules.

1. Users Are More Likely to Engage with Businesses

In recent years, Instagram has introduced e-commerce features, making it easier for users to find and purchase new products. While cannabis companies cannot sell on the platform without the risk of violating rules, they can still take advantage of these features. According to Instagram, 60% of users say they discover new products on the app, and 80% of accounts follow a business page2. Users on Instagram more than welcome company accounts and are willing to interact with them. For a cannabis brand, this platform is an excellent way to reach people that are open to making conversions.

2. It’s Easier to Be Discovered Organically

While Instagram does offer paid advertising, there are several ways to be found organically. This tactic is especially useful for cannabis businesses, as they are not legally allowed to utilize paid ads on social media. Here are a few tips to follow to get your cannabis account on the coveted explore page.

  • Prioritize EngagementWhereas many marketers may believe a high follower count is everything, engagement, such as comments and shares, is far more valuable. 
  • Increase Post FrequencyWhile you don’t want to overload your followers, posting daily is a great way to better your chances at increased visibility. 
  • Use the Right HashtagsInstagram allows up to 30 hashtags to be used within one post, meaning you should utilize a range of high to low competition keywords.

3. There’s a Focus on Brand Awareness and Loyalty

Whereas other industries may focus their social media efforts on sale conversions, cannabis companies should make their goal about boosting brand awareness and loyalty. While we covered Instagram as a great platform to reach new audiences, your profile must keep the user interested and convey your branding message. Stay away from posting photos that show the use of cannabis and instead diversify your content with lifestyle imagery. By focusing on engagement, you can interact with your audience and foster meaningful customer relationships.

Launch an Instagram Marketing Campaign for Your Cannabis Business

Social media is an irresistible piece to a cannabis business’ overall digital campaign. To get started with Instagram Marketing, work with the digital strategists at Herban Creative. Our team is up to date on advertising regulations and can grow your social media presence the right way. Contact us today to learn more!

Using Social Media Analytics in Your Cannabis Business

Using Social Media Analytics in Your Cannabis Business

Using Social Media Analytics in Your Cannabis Business 2560 1703 Herban Creative

Social Media Analytics to Measure the Growth of Your Cannabis Business

If you’re in the cannabis industry, chances are you already know of the struggles social media restrictions can cause. However, with 69% of American adults using Facebook, 37% using Instagram, and 22% using Twitter, many owners find it’s worth the risk to upkeep accounts[1]. While paid ad spend may not be an option on these platforms, organic content and reach becomes incredibly valuable for the cannabis industry.

Just like your products, your audience is unique to your brand. To truly understand their digital behavior, you must first understand your social media analytics. Let’s take a look at how you can measure these metrics, what they mean, and how you can use them to grow your cannabis business.

Engagement

Likes, shares, mentions, and comments are commonly used to track how well a social post has performed. However, it’s not always about having a high number of these indicators. With engagement, you’re looking to connect with your audience and potential customers. Specifically through comments, interact with your followers! Even achieving just five to ten shares or comments can mean five to ten more conversions.

Followers

Page followers increasingly become crucial when it comes to the organic social media game. When you can’t utilize ad spend to get your content in front of a large number of people, you must rely on growing your followers for higher visibility.

Reach and impressions

The difference between these two metrics is that reach is the total number of unique people that have seen your content, whereas impressions are the number of times your content was displayed. Reach will only count a person once, and impressions will count the same person no matter many times your content was presented to them. When you begin to grow your following, you’ll see an increase in reach and impressions and, therefore, brand awareness.

Traffic

For cannabis businesses especially, landing page visits are significant to having a digital presence. Social media is a great way to promote your website and blogs. After all, in the cannabis industry, the general audience is looking for more educational and substantial content than a sales pitch.

Conversions

Although there are more potential conversions than we may think of (link clicks, calls, and form submissions), making a sale is the ultimate goal. This is where things may become tricky. While it’s quite easy to track those other conversions, sales can present a different challenge, a majority of cannabis businesses are brick and mortar rather than e-commerce. Due to banking and shipping restrictions from federal law, cannabis-related products may be okay but cannabis itself is not.[2] When launching your social media campaign, it’s crucial to keep this in mind, especially when planning your goals.

Once you begin keeping track of these social media analytics, you can determine what kind of content your audience best responds to and when they are most active. These insights will become the path to follow that will lead to organic social media growth.

To truly get the most out of your social media presence, get in touch with Herban Creative. Our team of strategic experts are ready to launch your cannabis business’ digital presence and grow your online following. We work with you to build a campaign centered around key goals, and build you a detailed analytics report to show you the results! Contact us today to learn more

References

[1] “Under The Influence Of Instagram: Cannabis In The Age Of Social Media.” Forbes, 6 May 2019, https://www.forbes.com/sites/andrebourque/2019/05/06/under-the-influence-of-instagram-cannabis-in-the-age-of-social-media/#1798ccb14746

[2] “How Cannabis Ecommerce Challenges Are Driving Web Innovation.” GreenEntrepreneur, 31 Jan 2017, https://www.greenentrepreneur.com/article/288022

Does Your Marketing Adhere to Cannabis Advertising Regulations?

Does Your Marketing Adhere to Cannabis Advertising Regulations?

Does Your Marketing Adhere to Cannabis Advertising Regulations? 2560 1703 Herban Creative

Important Advertising Regulations Any Cannabis Business Should Know

As of May 2020, cannabis is illegal in 6 states, entirely legal in 11 states, and has mixed legality in 33 states; it remains illegal at the federal level.[1] While it’s hard enough to keep up with the legalization laws between medical, recreational, and CBD, businesses must be up to date with advertising regulations as well.

There are incredible challenges a cannabis business faces when promoting their products, especially if they are looking to expand out of their state. What’s more, since cannabis legality is relatively new (Colorado became the first state to legalize it in 2014), many states are left playing catch-up or addressing advertising along the way.

Here are the top advertising regulations your cannabis business should know!

Advertising on Federally Regulated Mediums

Mediums such as televisions and radio can cross state lines; therefore, they are regulated by the federal government. Specifically, the Federal Communications Commission (FCC) is responsible for governing those industries. Since cannabis is illegal federally, it’s best to avoid ads on television and radio, even if laws are unclear about advertising on these channels.

As a general rule of thumb, stay away from running ads that may be shared in multiple states, such as certain publications or mail via the United States Postal Service (USPS).

Advertising to Minors (Those Under 21 Years of Age)

Many states are applying their cigarette and alcohol advertising laws to cannabis as well, including age restrictions. For these industries, a minor is considered anyone under the age of 21. They also all follow the 70/30 rule, which states that at least 70 percent of the advertisement’s audience must be adults.[2]

It may be tricky to determine this percentage, and therefore placing ads where minors are allowed should be avoided altogether if possible. While this may significantly limit your options physically, it can open opportunities in the digital space.

Advertising on Digital Platforms

While there may not be any state or federal laws that restrict online advertising, digital companies sure do have their own set of rules. Here are the platform regulations you need to know:

  • Google does not allow advertising for any kind of recreational drug or “legal high.”[3] This means Google will not promote keywords or metadata that include restricted terms and phrases.
  • Facebook ads must not promote the sale or use of illegal or recreational drugs.[4] Recently, this includes CBD as well, despite it being federally legal.
  • Instagram does not allow people or organizations to advertise or sell cannabis, or provide any contact information such as phone number, address, and email, but allows for a website link.[5] Instagram is also known to take down accounts that post cannabis-related content, even if they are not ads.

These restraints may seem like the digital space is a minefield; however, there are ways to be successful. By steering clear of utilizing ad spend and employing an organic content-based strategy, you can grow your social media platform and drive website visits and conversions.

How to Start Advertising Your Cannabis Business

With changing regulations, you may think it’s best to avoid advertising altogether. However, you’ll need a marketing strategy if you want to grow your brand. To do so, work with experts in the field who specialize in marketing cannabis businesses.

At Herban Creative, we’re equipped with the knowledge and experience to launch a fully integrated digital marketing campaign. Our efforts include SEO, social media, and email. We know just how to reach your audience—while navigating online restrictions. Contact us today to learn more!

References

[1] “Map of Marijuana Legalization by States in 2020 (Medical & Recreational).” WeedNews, 14 May 2020, https://www.weednews.co/marijuana-legality-states-map/

[2] “Self-Regulationin the Alcohol Industry.” Federal Trade Commission, March 2014, https://www.ftc.gov/system/files/documents/reports/self-regulation-alcohol-industry-report-federal-trade-commission/140320alcoholreport.pdf

[3] “Dangerous Products or Services.” Google, https://support.google.com/adspolicy/answer/6014299?hl=en

[4] “Advertising Policies: Prohibited Content.” Facebook, https://www.facebook.com/policies/ads/#

[5] “What is Instagram’s policy on the sale of marijuana?” Instagram, https://help.instagram.com/789164081427334?helpref=related

Cannabis Marketing: Increasing Your Conversion Rate in a Regulated Industry

Cannabis Marketing: Increasing Your Conversion Rate in a Regulated Industry

Cannabis Marketing: Increasing Your Conversion Rate in a Regulated Industry 2560 1703 Herban Creative

The cannabis industry is highly regulated and ever-changing. While the legalization of recreational cannabis for states has recently hit double digits, federal law still deems it illegal.

Legal barriers make it quite the challenge for cannabis businesses to expand, as laws restrict shipping companies from transporting marijuana, and major online payment sources, such as PayPal and Shopify, are not willing to participate due to federal law.[1] More so, banks refuse to accept money earned from online cannabis sales, leading businesses to an e-commerce dead end.[2] Even Google, as well as many social media platforms, have restricted the use of ‘cannabis’ and ‘marijuana’ from paid ad campaigns.

However, where some may see these as restrictions, we view it as an opportunity to get creative. Keep reading to discover how your cannabis website can still receive an increased conversion rate!

4 Tips to Increase the Conversion Rate on Your Cannabis Site

A conversion rate is determined by how many users complete the desired action. Most commonly, it is tracked by how many users purchase through an online store. However, several other actions can be used to measure conversion rates, including:

  • Calling your business
  • Utilizing your online chat support
  • Creating an account on your site
  • Signing up for your newsletter

These are especially important for cannabis businesses to determine the success of their online presence, as it cannot be measured through e-commerce sales. Here are our best tips on how to increase those conversions!

  1. Utilize landing pages.When directing users to your site through social media, first impressions matter most. They’ll take seconds to decide if they want to stay and learn more or leave and go back to scrolling through their feed. By curating a landing page specifically for users coming from a social media post, you’ll provide them with the right information and push to take that desired action.
  2. Get crafty with your call to action.Forget boring ‘submit’ and ‘enter’ buttons. Make your uses excited to click by prompting them to do so with action-centered buttons! Try incorporating phrases such as sign up, subscribe, try for free, get started, join us, send me more, or find out more. We can go on and on.
  3. Showcase your best products.While you may not be able to sell your cannabis products online, you can still show them off! Provide users with photos, descriptions, and a call to action to learn more, leading to an email or phone call inquiry.
  4. Make your site all-inclusive.When users can’t find what they are looking for, they will leave the website. Creating a well-designed, easy to navigate website is just the first step. You also have to ensure your site’s content is up to date and relevant to your customers. They’ll want to know the latest cannabis news, retail locations, frequently asked questions, and more.

 

Navigating digital marketing as a cannabis business can be overwhelming. Luckily, there are agencies available to get your online presence thriving with high conversion rates, such as Herban Creative. We specialize in the digital marketing of cannabis dispensaries and know just how to get users engaged! Get in touch with us today!

[1] “How Cannabis Ecommerce Challenges Are Driving Web Innovation.” GreenEntrepreneur, 31 Jan 2017, https://www.greenentrepreneur.com/article/288022

[2] “The Cannabis Rush: Where There’s Smoke, There’s E-Commerce.” Ecommerce Times, 31 May 2019, https://www.ecommercetimes.com/story/86049.html

Can Influencer Marketing Work for the Cannabis Industry?

Can Influencer Marketing Work for the Cannabis Industry?

Can Influencer Marketing Work for the Cannabis Industry? 2560 1437 Herban Creative

For the cannabis industry, digital marketing can come with a few hurdles. With strict restrictions from major online advertising, such as Google and Facebook, marketers have to call on their creative side to help cannabis businesses reach their audience.[1] By utilizing social media influencers, brands can create personal connections to their audience, building trust and loyalty. Let’s take a look at some highlights of influencer marketing.[2]

  • In 2019, the influencer marketing industry was worth $8 billion and is expected to grow up to $15 billion by 2020
  • 79% of brands choose Instagram for their influencer campaigns, followed by Facebook at 46%, YouTube at 36%, Twitter at 24%, and LinkedIn at 12%
  • Brands prioritize long-term partnerships with a smaller pool of influencers

Since cannabis companies can’t rely on ad spend on social media platforms, influencers are the next best thing. With incredibly large followings, your brand is going to get directly in front of your target audience. Keep reading to discover our best tips on running a successful cannabis influencer marketing campaign!

Tips for Cannabis Companies Conducting Influencer Marketing 

  1. Find a small group of influencersthat work for your brand. Having a long-term relationship with a few key personnel will create a trusted voice and face for your brand and products. Ensure they completely align with your brand’s image, including personality type, focus in a genre, their niche presence, covered topics, and kind of reach they will produce.
  2. Stay away from branded content and encourageyour influencers to create imagery for the social post. Branded content is more likely to be picked up and flagged by Instagram’s algorithm than user-generated content. Influencer generated imagery is also great to repurpose in other campaigns you may run.
  3. Use your influencer’s unique voice to reach their audience. After all, they know their followers the best. By working with your influencer to create copy, it will instill confidence, trust, and authenticity in the post and in your brand. Allow them to create promotional content that feels natural for them while still being aligned with how your brand wants to be seen.
  4. To avoid being shut down,don’t advertise prices or promotional discounts, or provide any direct link for users to order your products. While Instagram may be unspecific in its guidelines, follow all rules and regulations as carefully as possible. Always be sure to include disclaimers, such as age 21+, specified for medical or recreational use, and, of course, when an influencer’s post is sponsored.

With the right help, social media for cannabis brands doesn’t have to be so tricky. Herban Creative specializes in digital marketing for the cannabis industry and knows just how to get those high engagement and conversion rates. Discover the world of social media and influencers with our expert team! Reach out to us today!

[1] “Facebook and Other Marketing Platforms Continue to Stifle Cannabis Ads.” High Times, 10 Sep. 2019, https://hightimes.com/business/facebook-other-marketing-platforms-continue-stifle-cannabis-ads/

[2] “Influencer Marketing: State of the social media influencer market in 2020.” Business Insider, 17 Dec. 2019, https://www.businessinsider.com/influencer-marketing-report

Google Digital Marketing and The Cannabis Industry

Google Digital Marketing and The Cannabis Industry

Google Digital Marketing and The Cannabis Industry 2560 1707 Herban Creative

Is There a Way to Promote My Services Through Google Digital Marketing?

The world of cannabis business is always changing, with new laws and different levels of legalization sweeping the country. However, one thing that unfortunately hasn’t changed yet is the difficulty of cannabis advertising. Many platforms have restrictions on advertising cannabis products, and some have banned it altogether.[1] Because Google is the largest and most popular search engine, accounting for nearly 88% of all search engine traffic, it’s important to understand the possibilities it holds for cannabis advertising. If you’ve ever wondered about Google’s rules and regulations, here’s the scoop on Google digital marketing and the cannabis industry.

Does Google allow cannabis marketing?

The short answer is no, although the full story is a little more complicated. According to Google’s policy page, they do not allow advertising for any kind of recreational drug or “legal high”.[2] The ban extends to tobacco, marijuana, other cannabis products, and all sites sharing information about or directly encouraging the use of these substances. These restrictions are enumerated in Google’s “Dangerous Products or Services” policy, alongside prohibitions on guns, explosives, and other weapons. While filtering inappropriate and violent content from ads is beneficial to everybody, this policy shows how behind the times Google digital marketing is when it comes to cannabis. Although many states have legalized recreational marijuana and a 2018 bill legalized hemp on a federal level, Google will not advertise these legalized products.[3] This is in part because cannabis remains illegal on a federal level, and in part because Google doesn’t want to encourage what they view as “drug use”—hence the ban on tobacco products as well.

However, although Google is very clear about banning cannabis products in their advertising policy, the reality of the situation is a little different. Cannabis ads have actually been found on Google services, and some can remain live for weeks or months before being flagged and taken down. Because Google is so large, it’s almost impossible for their advertising control teams to catch and prevent every instance of cannabis advertising, particularly if an ad doesn’t use traditional cannabis keywords. While many cannabis ads are rejected, a few can get approved and go live. Because of these instances and the amount of traffic Google ads can generate, some may be tempted to try to advertise using Google digital marketing, despite their policy against it.

Keep in mind this can carry significant risks. Because marketing this content is against Google’s policy, if you are repeatedly caught advertising cannabis products, you could face serious consequences. If your ad violates the policy against cannabis products, it can be disapproved to run. If you have a very serious violation or rack up several smaller violations, your account can even be suspended, which means you can no longer advertise on Google.[4]

Our recommendation? Look elsewhere. Google digital marketing does not allow cannabis advertising, and while you may still be able to get your ads to go live, you can face sanctions for the policy infraction. It’s probably not worth the risk of getting banned from the largest search engine on the internet. Instead, focus on other ways to advertise your products. Optimize your SEO to drive organic traffic to your site, and then use cookies and retargeting practices to advertise to those who visited your site but didn’t make a conversion. Use email lists, social media, and podcasts to get the word out about your business, or try an influencer or ambassador. You can also attend specialized cannabis events to network with other businesses and industry professionals. Although it’s less straightforward than advertising on Google, they’re still great ways to grow your audience—without running the risk.

 

Want to grow your cannabis marketing, without the risk? Let Herban Creative take care of all your marketing needs, so you can smoke the competition.


[1] “Facebook and Other Marketing Platforms Continue to Stifle Cannabis Ads.” High Times, 10 Sep. 2019, https://hightimes.com/business/facebook-other-marketing-platforms-continue-stifle-cannabis-ads/

[2] “Dangerous Products or Services.” Google, https://support.google.com/adspolicy/answer/6014299?hl=en

[3] “The Farm Bill, Hemp Legalization and the Status of CBD: An Explainer.” Brookings, 14 Dec, 2018, https://www.brookings.edu/blog/fixgov/2018/12/14/the-farm-bill-hemp-and-cbd-explainer/

[4] “What happens if you violate our policies.” Google, https://support.google.com/adspolicy/answer/7187501