You are a grower, hustler, and owner of a Cannabis company. Leading your flock from the shadows of the counter-culture, you’ve grown a fire crop of boutique buds and cured them to perfection – all legal, 100% above board.
So, now what? After 9 months of hands in the dirt, you may find your attention shifting to another pressing topic: Cannabis marketing.
Today, we’re here to help you cut through the noise with 3 tips on help you establish your Cannabis brand.
1. Adopt an “always be helping” philosophy
If you’re thinking about writing another self-promotional website page or social post, do yourself a favor: stop. The way to sell anything in 2020 is through the lens of “Always Be Helping”.
If your marketing is more megaphone than magnet, it’s time to step into your customers’ shoes and take a look at your business from the outside in. One handy way to visualize your ideal customer is with this handy buyer persona tool. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.
When you understand the day-to-day challenges of your ideal customer, the more your content will resonate with them. When it comes time to put cash on the dispensary counter, customers will gravitate towards great experiences and companies they feel connected to.
2. Your website is your best salesperson
Now that you understand who your brand is speaking to, it’s time to build a website: a.k.a, your number one salesperson.
If your website isn’t generating you new leads and customers, you’re doing it wrong.
A modern website uses great imagery, professional video, clean text, and lead capture forms to attract anonymous visitors and turn them into leads. It’s a place for new potential dispensaries to download a copy of your test data and for retail cannabis consumers to learn what makes you different.
- Who grows the best indoor weed on the west coast? Jungle Boys.
- Who has the best edibles? Lunchbox Alchemy.
- Best extracts available in Oregon? Willamette Valley Extracts.
Thanks to great marketing, those are my knee-jerk answers to those questions. The companies are memorable. The products are iconic. The information available is plentiful.
3. The riches are in the niches
Are you ridiculously passionate about plastic-free cultivation and land stewardship? Or, are you a 3rd generation farmer who wants to preserve the history of Marijuana’s “founding fathers”?
Tell the world about it! Developing deep wells of information on the information that propels your company is a great way to develop an authentic, loyal customer base.
Our friends at Millerville Farms in Takilma, Oregon is a great example of a Cannabis brand staying true to their roots.
From the fire-fighting inspired logo to their commitment to land conservation, the Millerville brand exudes the values of hard-working, blue-collar America. If you’re an outdoorsman, farmer, logger, blue-collar working American, Millerville is the kind of cannabis that punches way above its weight without the pretentious vibes of premium cannabis brands.