Cannabis Marketing Playbook

Canadian regulations play a significant role in shaping the content we create. The Cannabis Act imposes restrictions to protect youth and public health. It outlines clear guidelines on what you can and cannot show in your content to stay compliant with the law while making an impact.

• Your marketing should not appeal to youth, associate with driving, depict animals (real or fictional), or present brand elements that evoke positive or negative emotions related to a way of life, such as glamour, recreation, or excitement. Similar to alcohol advertising, cannabis marketing must adhere to these regulations

• In Ontario, individuals above 19 can buy, use, possess, and grow recreational cannabis within legal limits
  

• The Act also restricts associations between cannabis products, brands, and celebrities, targeting young people and evoking emotions that encourage consumption

• Giveaways must not offer inducements for purchasing cannabis or cannabis accessories, nor can you give away cannabis as a prize

The Influence Agency has worked on social media giveaways with Highly Dutch, The Green Organic Dutchman, True North Cannabis Co., and Cruuzy, providing randomly generated winners with branded merchandise and other fun products.

Branded content can be used across various platforms, including social media (Instagram, Facebook, TikTok), websites, and print advertising. Consider billboards and editorial advertising to expand your reach.

When photographing cannabis, draw inspiration from diverse sources like food, lifestyle imagery, abstract graphic design, and still-life paintings. Remember to avoid capturing cannabis stems, showcase prominent buds, and highlight texture and colour. Understanding the terpene flavours before prop sourcing can also help elevate your visuals.

Make sure your cannabis brand gets top-notch branded content that captivates audiences while complying with Canadian marketing regulations when you partner with The Influence Agency. Let us guide your brand through the green scene and create an unforgettable visual experience that drives success.

• Build a stellar brand and focus on creating amazing content (photos, videos, designs)

• Emphasize educational or entertaining content rather than sales language
  

• Be mindful of community guidelines and restrictions on each platform

Choosing the Right Platforms

Instagram

Ideal for visual branding but has stringent community guidelines

Twitter

More lenient with regulations and serves as a good backup option

Facebook

Useful for community management but limited for advertising

TikTok

Suitable if it aligns with your target demographic; focus on entertainment content

• Set up an age gate (18+) for your account

• Avoid using the word "cannabis" in your handle
  

• Include a warning like "enjoy responsibly" in your bio

• Adopt a reactive approach and avoid follow/unfollow strategies or aggressive engagement

• Engage with your audience in the comment section and through direct messages
  

• Use community management to provide excellent customer service and address product questions

• Don't showcase cannabis products in images on Instagram, particularly joints or smoking

• Avoid sales language in creative content and captions
  

• Refrain from using words like "THC" and "cannabis" where possible; consider using emojis as alternatives

• Follow the platform's appeal process and fill out the required forms

• Persistently submit appeals and make a strong case for account recovery
  

• Consider creating a backup account and reposting top-performing content from your main account

Follow these guidelines and embrace creativity to successfully market your cannabis brand on social media. And when you need help navigating the complex world of social media marketing, join forces with The Influence Agency. We'll help you create a cannabis brand that connects with your audience. We'll support you in overcoming organic social media marketing hurdles, enabling you to concentrate on cultivating a loyal community and nurturing authentic relationships.

• Email marketing empowers you to connect directly with your audience, targeting loyal customers who have chosen to engage with your brand via email

• Personalization in email marketing bridges the gap between your brand and consumers, fostering an authentic connection
  

• By crafting compelling copy, email marketing establishes a stronger bond with your audience, making them feel heard and understood

• Nurture brand loyalty by offering your email subscribers exclusive promotions, rewards, VIP perks, and insider news

• With targeted campaigns, such as abandoned cart reminders and personalized discounts, consumers are incentivized to complete purchases they've already shown interest in

• Create a sense of urgency through time-sensitive email marketing campaigns, driving immediate action

• The solid relationship built through direct marketing leads to loyal customers and valuable word-of-mouth recommendations, resulting in long-term consumer retention

• Email marketing provides measurable insights, enabling you to make informed business decisions based on key metrics like click rate, open rate, audience engagement, average order revenue, demographics, and geographic data

• Embrace the unique opportunities email marketing offers within the cannabis industry, allowing you to reach your audience in ways other marketing channels may not permit

• Remember that, due to the novelty of cannabis legalization and marketing, many platforms have unclear policies on promoting THC and CBD products
  

• Be diligent in researching and selecting the right platform for your email marketing. Consider services like HubSpot, Klaviyo, Moosend, and Mailerlite, which offer more flexibility in cannabis marketing than Mailchimp and Constant Contact

• Adhere to the Cannabis Act's guidelines set by the Government of Canada prohibiting promotions targeting young people, discussing product prices, featuring animals or characters, or evoking strong emotions associated with a specific lifestyle

• Be mindful of restrictions when crafting compelling copy and selecting engaging visuals for your newsletter content

• Craft compelling copy that incorporates cannabis puns and speaks to promotions while keeping it concise to maintain your audience's attention and focus on key messages and products

• Elevate your newsletter with high-quality imagery to engage readers, enhance the visual appeal, and reinforce your brand's credibility
  

• Prioritize CTAs by including relevant calls to action throughout the newsletter, maximizing opportunities to guide customers toward the purchase funnel

• Leverage seasonal themes, such as major holidays, to create timely and relevant content that resonates with your audience

• Keep your content fresh and engaging by varying topics from month to month, preventing reader fatigue

• Actively promote newsletter signups on your website and in-store to grow your subscriber base

• Use segmentation during the signup process to create tailored email lists based on customer interests, allowing you to better target your audience with relevant products and information

• Feature your logo prominently at the top for instant brand recognition

• Highlight promotions or contests with striking visuals and clear details to instill urgency
  

• Share brand updates, important news, and industry insights to keep readers informed

• Include engaging content like gift guides, staff picks, and monthly favourites to spotlight products and boost sales

• Add blog content to enrich the newsletter, drive website traffic, and establish thought leadership

• Conclude with an appealing Instagram feed preview for increased social media engagement

• Place links to your website and social media channels at the bottom, allowing readers to connect with you effortlessly across platforms

Organic search is a crucial driver for online and in-store sales, making local SEO for cannabis dispensaries a vital aspect of their digital strategy. Localized content publishing should be a top priority, particularly in densely populated markets, as it helps connect with potential customers in the targeted area. Crafting location-based cannabis blog content and sharing them across store-level social media profiles can amplify their reach.

Managing third-party listings at the store level is essential for maintaining a consistent brand presence. Using a listing management system like Bright Local enables easy management of profiles on platforms such as Google, Bing, Facebook, Trip Advisor, and Leafly. Encouraging in-store reviews and responding to feedback within 24 hours helps maintain trust and support.

Website development for cannabis brands should focus on a mobile-first, product-forward structure to ensure a seamless online-to-in-store experience. Offering online orders with in-store pick-up adds convenience for customers. Dedicated store pages and a Location Finder page are crucial for multi-location dispensaries.

• Age Verification: Include robust age verification procedures to comply with Canadian law, ensuring customers are at least 19 years old

• Product Information: Provide detailed product information, including descriptions, images, and composition
  

• E-commerce: Consider using e-commerce platforms like Dutchie Plus to facilitate online sales

• Store vs. Product Promotion: Websites promoting a range of products should prioritize showcasing categories and best-sellers, while those promoting a featured product can focus on individual items

Taking cues from the alcohol industry, cannabis brands can prioritize their unique brand qualities, as products are often similar across competitors. Developing a website tailored to the specific needs of a cannabis brand, whether it's promoting a wide range of products or a single featured item, will help create a strong online presence and drive growth in the competitive cannabis market.

Implementing an effective web design and development strategy is essential to the success of your cannabis brand's digital marketing efforts. The Influence Agency is uniquely positioned to help you achieve this goal by creating an aesthetically appealing, user-friendly, and mobile-responsive website that reflects your brand's identity and values. We understand the importance of a well-crafted website as a cornerstone of your digital strategy, and we're committed to helping you stand out from the competition. You can trust our experience and expertise. Let us assist you in building a solid foundation for your cannabis brand's long-term success through exceptional web design and development.

• Identify the best blog formats for your client's audience, such as how-to's, listicles, comparisons, or ultimate guides

• Organize content into themes like educational, lifestyle, regional, industry news, series, roundups, tutorials, or original recipes
  

• Perform a content gap analysis to find topics cannabis users want to learn more about.

• Answer FAQs for trending industry topics yet to be covered by search engines

• Write blogs based on the PPA section of the SERP and conduct keyword research to refine and niche down your topics

• Research competitors to understand their rankings and find ways to contribute uniquely to the conversation. Use tools like Ahrefs for insights

• Repurpose existing visual or video content by embedding it into relevant blog posts

• Avoid discussing the therapeutic benefits of cannabis, focusing instead on neutral topics like "what is cannabis oil"

While written content remains essential, consider the average user's desire for visual elements. Enhance your blog's engagement and performance with custom graphics, infographics, downloadable resources, quizzes, and videos. Successful brands, like Leafly, integrate visuals such as how-to videos and accompanying images for a comprehensive and engaging experience. Keep your content fresh and appealing by incorporating diverse visual formats.

Cannabis content writing is complex due to the topic's intricacies and associated regulations. When creating content, avoid the following:

• False or misleading cannabis promotion - Refrain from sharing inaccurate information about its characteristics, value, effects, strength, concentration, potency, purity, quality, safety, health effects, or health risks

• Communicating price or distribution information - Don't use terms like "free" or "buy one get one free"
  

• Appealing to young persons - Avoid using cartoons, animals, or imagery featuring minors or encouraging use in a family setting

• Bribing or influencing actions - Don't offer immediate rewards. Instead, highlight exclusive member perks and discounts

• Promising health or cosmetic benefits - Steer clear of making claims about pain reduction, anxiety relief, inflammation reduction, sleep aid, dry skin soothing, anti-aging, or skin brightening