The legalization of cannabis has sparked an innovative era in business-to-business (B2B) marketing. Yet, with opportunity comes responsibility, especially in industries such as cannabis, where regulatory compliance is king. This blog post explores how to thrive amidst these complexities, underscoring the importance of aligning your marketing and sales processes with the stringent regulations in the industry.

Cannabis. Once a hushed word, now a booming industry. Today, we are witnessing a radical shift in the perception of cannabis and its application. More states are recognizing its potential, leading to the growth of a burgeoning cannabis market expected to hit $30 billion by 2022. But with this boom comes the inevitable legalities and restrictions that must be navigated.

Cannabis advertising comes with its own unique set of rules and regulations. From avoiding specific health claims to steering clear of targeting individuals under 21, to knowing the ins and outs of digital and out-of-home advertising, it’s a labyrinth that only the most well-versed can navigate confidently.

So how do you, as a cannabis business owner, not only stay compliant but use these rules to your advantage?

Targeting Your Audience

Yes, we’re in an industry with rules that would make an Olympic hurdle race look easy. But with these obstacles come unique opportunities. Advertising to a specific demographic (21+) not only helps you stay in the clear legally but also hones your marketing efforts. Here, your creativity can truly shine.

Try partnering with other adult-oriented businesses to reach your audience effectively. And remember, social media is not off-limits. Platforms such as Instagram and Twitter can still be potent tools for building an organic following.

Keeping It Mature and Focused

The marketing of your brand should be mature and sophisticated. Remember, the goal is to not appeal to the under-21 audience. This rule empowers you to focus on the aspects that really matter — the quality of your goods, the sourcing process, the expertise of your staff, and your commitment to customer service.

Steer Clear of Explicit References

Regulations around product depictions can be tricky. What works in one state may not in another. Get ahead of the curve by doing your SEO homework. Understand what your audience is searching for, and tailor your terminology to those findings. You’ll need to be clever and creative, but that’s what makes marketing in this industry so exciting.

Innovate Within Compliance

Each regulation can be viewed as a hurdle or an opportunity for innovation. For every marketing idea, ensure you are well-versed in compliance needs. Perhaps focusing on the effects of your products requires you to include researched data, then so be it. It’s about thinking outside the box while staying within the lines.

In this dynamic landscape of cannabis marketing, it’s crucial to position your brand as compliant, credible, and customer-focused. It’s a challenging road, but not an impossible one, especially when you have industry experts to guide you. As a seasoned marketing consultant, I, Megan Killion, am committed to assisting businesses in overcoming these challenges to establish a robust, compliant sales process and effective marketing plans.

Embarking on the cannabis journey doesn’t have to be daunting. With the right guidance, it can be a lucrative endeavor. So why not schedule a 1:1 consultation with me, Megan Killion, today? Let’s help your cannabis company navigate the hurdles and finish first. Schedule your consultation here.