11/30/18

Cannabis and Facebook: What You Need to Know

How To Get ‘Friendly’ With The Social Network

Facebook recently lifted its extensive and heavily criticized ban on cannabis-related pages, opening a floodgate of opportunities for previously pigeon-held companies.

This new policy is an encouraging direction for the cannabis industry, but remains a labyrinth to navigate when each state has its own regulations on packaging, advertising, and promotions.

Here are some key strategies from the COHNNABIS team to help when developing a digital presence.

Targeting Potential Consumers

For some visitors, Facebook is the first opportunity to understand your cannabis brand, so we encourage you to use simple, brand-specific imagery and language. This gives readers a clear idea of what your organization is about and cues them to identify your brand across other social platforms.

For returning visitors, your Facebook page serves as a constant source of engagement and information. By mixing educational material, viral content, and industry news you can establish your brand as a relevant, trustworthy authority.

Subliminal Advertising

While Facebook still doesn’t allow paid cannabis ads, there are ways to ensure your organic branding packs a punch. A good place to start is remembering that Facebook is not a ‘re-post station.’ Content should match across other social channels, but be unique to the look and engagement of Facebook.

While you are trying to reach consumers, Facebook is not for ‘selling the client.’ Focusing on social content while tastefully integrating branding can help remind visitors that you are more than a brand; you are an authority worth investing in.

Change the Channel

While it is beneficial to sustain an active account, Facebook is only one component of having a complete cannabis marketing strategy. Beyond social tools like Twitter, LinkedIn, and Instagram, there are many avenues to explore.

  • Email Automation: Systems such as MailChimp or Constant Contact allow you to generate targeted email campaigns that reach a specified audience.
  • Networking: Attending industry events are a perfect ‘offline’ opportunity to engage with both business and consumer.
  • Sponsored Content: Paid promotional material such as articles or newsletters in popular, industry-specific platforms is an effective way to reach an established audience.

One of the most common misconceptions in cannabis marketing is that your brand is the visual features consumers can easily identify.

While having a distinct logo, packaging, and website design is an expression of your brand, they are just window-dressing if you do not have a deeper brand strategy.

Overall, content should speak to the brand. It should build trust and thought leadership among its readers.

Trust can come from getting verified as a legitimate business, but Facebook is a platform that values education and engagement. Developing content that reflects the brand, engages the consumer, and contributes to the greater conversation will make you a stand-out in the industry.

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