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Cannabis Advertising Trends for 2022

The legal cannabis industry is soaring. It is projected to generate at least $25 billion annually by 2023! The markets for medical and recreational use are flourishing, and digital promotion is a strong driver of their success. Discover six trends to watch in 2022.

Hands holding cannabis

Photo: Pexels

Hillary Walker

The cannabis business is still relatively censored. Marijuana has not been legalized on the federal level, and every US state has its own laws governing the industry. Ads on Google and social media are out of the question, but business owners are adopting new techniques to reach their target audience.

The legal cannabis industry is soaring. It is projected to generate at least $25 billion annually by 2023! The markets for medical and recreational use are flourishing, and digital promotion is a strong driver of their success. Discover six trends to watch in 2022.

Cannabis SEO

Search engine optimization is crucial for any cannabis-related business. This market requires a special type of expertise. Professional marijuana SEO services help companies gain visibility in organic search despite the limitations; as a result, CTR and conversion rate increase and revenues grow.

SEO is the primary channel of promotion for any modern business. Your company needs a seasoned partner that knows all the ins and outs of the digital cannabis landscape. By integrating useful SEO tips like keyword research, link profile building, and optimization for mobile screens, experts will help you rise to the top positions in Google rankings.

Google prioritizes websites that offer relevant, well-researched, and valuable content, but are also easy to navigate. Focus on educating consumers and addressing their pain points. SEO experts help companies cover all the bases, so they become more visible in organic results.

Focus on Storytelling

Successful promotional material looks natural, not aggressively salesy. Storytelling is a major contributor to mainstreaming cannabis. Retailers need strong relationships with brand ambassadors to bridge the gap left by advertising restrictions. They should provide value and a consistent narrative across all of their channels. This is the key to flourishing through word-of-mouth.

In addition to social media influencers, companies should create attractive loyalty programs. They still excite consumers in ways that spread. Finally, businesses have started to invest in human-centric art and build partnerships with top agencies. Together, they craft personable and relatable campaigns showing everyday people.

Better Designs and Multiple Channels

Contemporary consumers have high expectations, and the standards are continuously rising. Customers expect a high perceived value, upgraded products, and novel packaging design. Businesses have to embrace these changes in order to evolve and thrive.

Large-scale multifaceted campaigns are now in the spotlight. Brands are using programmatic retargeting methods, such as lookalike consumer modeling. This is the process of finding new customers that behave like the current target audience. In the near future, data science is expected to play a major role in promotion.

Businesses have started to take part in non-cannabis-focused events like the Outside Lands festival. High-scale Cannabis Lounges are also becoming available. Meanwhile, legacy events like High Times are becoming obsolete. Cannabis-related businesses have new sources of data and new ways to highlight their products.

Focus on Education

Becoming a trusted advisor is a great way to differentiate your business. It is simple but effective. This market has a plethora of products, brands and regulations. The choice of topics is also endless — you could explain to customers how marijuana is grown, how to roll a joint, what laws exist in different areas, etc.

This educational approach gives companies an edge, as their focus on selling becomes less prominent. It builds credibility in the digital space and improves visibility in organic search. By becoming the go-to website in the cannabis market, your business will gain multiple advantages.

Publisher Partnerships

All major platforms like Google, Pinterest, Instagram, and Facebook reject any ads that mention cannabis, CBD, and related terms. However, businesses can partner up with websites devoted to the topic, such as DOPE Magazine. More and more publisher partners working in the realm of health and wellness are accepting CBD-related ads.

Content campaigns based on cannabis-related keywords drive organic traffic. They complement on-page SEO. When users follow backlinks to your company's website, you should capture their emails. Direct marketing is a crucial component of promotion due to the restrictions on advertising. Successful stores optimize their newsletters and campaigns to drive sales through brand value.

Personalization of Marketing and Events

Major brands help their audience feel comfortable exploring this censored topic, which still has stigma attached to it. They focus on shifting public perception and changing the view of the plant by informing customers in a personalized way.

Some companies produce podcasts and host house parties. The goal of such events is to reintroduce or introduce marijuana to canna-curious audiences during intimate gatherings. Visitors learn about cannabis and the benefits of consumption, often in the comfort of their friend's home. This approach has been adopted by the Garden Society.

To Sum up

Due to legal restrictions, cannabis-related businesses have to be creative with their digital marketing campaigns. A robust web presence is the centerpiece of their efforts, as it drives SEO. While explicit advertising is prohibited, companies are free to set up websites and promote them. They can also set up social media pages, engage influencers and have their name featured on partner websites. The focus on education and personalized marketing brings impressive results.

Read also: Modern Superfood: Cannabis Seeds, Oils, and Extracts