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Welcome to High On Marketing - A weekly newsletter where I show you how to strengthen your email marketing strategy for your cannabis brand. Learn how to nurture your audience, increase retention rates, and sell more weed.

Today’s Email:

• The Right Way to Use Social Media as a Cannabis Brand

• Creating Your Social Media Strategy

• Different Ways to Engage Your Audience

• What You Can Do Today

Let’s Roll 🛼

Almost everyday I see a LinkedIn post about a weed brand getting banned on IG or Facebook…

That’s because canna pros see other non-canna brands using social media to make sales and run their business, and think they can do the same.

You can’t

Until weed is 100% legal, you won’t be able to advertise your brand or products on social media like brands from 99% of industries do.

That’s why people like me exist. Marketers that specialize in canna content.

There’s a way to get similar results through social media marketing for your brand. You just have to look at cannabis digital marketing through a different lens….

The Right Way to Use Social Media:

The best marketing channel for cannabis brands is email. And the best way to collect emails is through social media.

All of your social media channels are for top-of-funnel (TOFU) content.

Don’t think about sales. Think about emotion.

Your social media content should cast a wide net that strikes a chord with a large group of people. The people that want to know more will follow your CTA.

If your CTA is to sign up for your emails, the customers that do will move on to the next step in your funnel: Middle-of-funnel (MOFU).

So what kind of content will get people from point A (TOFU), to point B (MOFU)? ⬇️⬇️

Social Media Content Strategy:

4 tips for canna social media marketing:

1. Who’s Your Audience? Use social media analytics to determine your audience’s demographics. Do research into either what common pain points your demographic has, or utilize customer surveys and polls to get data on your real life customers.

2. Create Content Around Pain Points or FAQ’s: Reddit is an awesome place to look for FAQ’s in any industry. Go to r/weed. You can filter posts by question. Create content around reoccurring questions. Answer their questions. Resolve their pain points.

3.  Give Them Just Enough: Don’t put all your eggs in your social media basket. Leave them wanting more, or let them know there’s a reward for them if they sign up for emails in your bio.

4. Make Your CTA’s Count: As a canna pro, your goal for your audience (besides them making purchases) should be to sign up for email contact. You own that audience, and you have the freedom to promote to them and move them along your sales funnel naturally. Your CTA needs to lead that charge!

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Creating the Content:

It’s all about engagement.

Social media is where you begin building an emotional connection with your audience. Sharing BTS on how your products are made or what difficulties your brand has faced in such a volatile industry can evoke emotion from your audience and show more brand personality.

Create more “humanized” content like:

• Virtual Tours of Your Facilities

• “Meet Your Budtenders”

• “Our Story”

Familiarity is a secret weapon in business. People shop where they’re comfortable.

Engagement Driven Content:

Polls and Surveys: All social media platforms have a poll or survey feature. And for some reason, people seem to like answering questions on IG more than in their emails.

Use interactive content like product preference polls to keep your readers engaged. Make it a daily feature if you want. Content familiarity goes hand-in-hand with brand familiarity.

UGC: User-generated content is an excellent way to maintain an engaged audience.

Encourage your customers to share their own content under a specific hashtag that relates to the lifestyle around your products (e.g., relaxation, enjoyment of nature) rather than the products themselves.

Day in the Life: Showcase a day in the life of your growers or BTS at your dispensary to humanize your brand and engage your audience without directly promoting product usage.

Engagement Through Storytelling:

People remember stories far better than they remember facts or promotions.

Share stories about how your products are made, the challenges our industry faces, or successful customer testimonials to engage your audience on a deeper level. Emotional connection is often what prompts someone to move from passive observer to active participant.

Try connecting your brand and products to broader narratives; creating thematic campaigns like Wellness Wednesday’s where you share tips on overall health and wellness rather than promoting banned products.

Again, consumers buy from brands they know, trust, and feel emotional connections to.

When You’re Ready, Here’s How I Can Help You…

Click HERE to download the High On Marketing Evergreen Templates - 50 pre-written emails tailored for cannabis brands to educate, engage, and encourage action from your audience

Stay on top-of-mind while building a well-informed, loyal customer base.

Get your templates today and have the next 6 months of canna content covered!

⬇️Don’t forget to use your subscriber code for 50% off!⬇️

9VVS85T

What You Can Do Today:

Why are you still reading? I already told you what to do!⬆️⬆️

Kidding. The first thing you need to do is stop thinking of social media as a business/sales tool, but rather a powerful engagement tool to strengthen the bond between you and your followers.

It’s like those sometimes cringey Twitter/X accounts of fast food chains that use their platform to troll their competitors or mess with their fans.

They’re not promoting s@%t about cheeseburgers

Laughter leads to hunger (apparently).

Next, start coming up with content topics that relate to cannabis, but not necessarily promoting its use. Use my Reddit trick I provided to find industry FAQ’s, or use your own FAQ’s to start. There’s a reason they’re frequently asked!

Finally, start experimenting. Some brands seem to get away with posting about canna while others get banned. It’s safe to stay as far away from promoting your actual products, and instead showcase your brand as a company that wants to help their followers and subscribers lead happier, healthier lives.

(And it just so happens weed can do that😉🤫)

Thanks for reading!

Happy Engaging!

Steve