Cannabis consumers — and just about anyone, for that matter — turn to the internet first when looking for any product or service. It’s crucial, then, for your business to have a strong presence across the web.
Cannabis marketing agencies can help create a digital marketing strategy for your business, but choosing the right partner is a critical first step. Working with a good cannabis marketing agency can lead to more sales, higher transaction volume, and satisfied, loyal customers. In this blog, we’ll explore the importance of selecting the right digital marketing agency for your cannabis business and provide some tips to help you make the right decision.
Why should I hire a cannabis digital marketing agency?
A strong digital marketing agency that specializes in cannabis can help your brand stay ahead in the industry’s competitive landscape. By partnering with a reputable agency, you can ensure that your company stands out from the competition and reaches your target audience wherever they’re most active online. Investing in a cannabis-focused digital marketing agency can offer the following benefits:
- Save time and money: The best digital marketing agencies make magic happen quickly and cohesively, ultimately saving time and money by freeing up your time and resources to focus on other essential aspects of your business. Digital marketing is an important full time job, so trusting expert professionals to devise and execute your campaigns can help boost return on investment (ROI) while allowing you to focus on what matters most — running your business.
- Reach more likely customers: Experienced cannabis marketers know which channels to use to reach your target audience and how to use them effectively. A digital marketing agency can help you to increase your online visibility and brand awareness through targeted digital marketing campaigns that span your website, social media, email, text messaging, industry publications, and more.
- Experience and expertise: The cannabis industry is a dynamic place, so it’s best to have expert advice and input. A cannabis digital marketing agency will understand changing trends and what works best for each market segment, as well as the unique legal and regulatory requirements of the cannabis industry. These insights make sure your marketing campaigns are relevant, targeted, and in line with regulatory requirements and third-party platforms’ terms of service.
- Connections: Working with an agency broadens your brand’s horizons. They may have resources or tools you may not have in-house and can help you bridge valuable relationships within the industry. Agencies work with a variety of vendors, so they can serve as referral partners in addition to bringing the value of their professional skills and expertise to your business.
Realizing these benefits of course depends on hiring the right cannabis marketing agency. If you’re ready to shop around, you’ll want to do your due diligence to make sure you select the best team for your business.
7 things to consider when outsourcing marketing for cannabis
Not all digital marketing agencies are created equal, and choosing the wrong one can be costly for your cannabis business. Every company has different needs, but the following aspects are good to consider when choosing a digital marketing agency for your cannabis business:
1. Experience with the cannabis industry and your market segment
The cannabis industry is a unique and evolving space, so the marketing agency you choose should have demonstrable experience working with other cannabis businesses. Ask for case studies that highlight their success stories in the industry, ideally those involving companies in your same market segment.
An experienced cannabis digital marketing agency also understands the legal and regulatory restrictions surrounding advertising and marketing in the industry, and will use that knowledge to develop strategies that comply with these restrictions to avoid potential legal issues. Additionally, they will have knowledge of industry trends and practices, allowing them to create effective campaigns that resonate with your target audience.
When selecting a cannabis marketing agency, be sure to ask questions about all of the above and expect to receive detailed responses that demonstrate the team’s expertise in each of these areas.
2. Range of services offered
When searching for a cannabis digital marketing agency, it’s essential to ensure that they offer the specific services that you need. This may include social media marketing, search engine optimization (SEO), blogging, building accessible websites, email marketing, and more. By partnering with an agency that can offer a comprehensive suite of services, you can ensure that your brand is reaching its marketing goals and reaching your audience effectively. Finding an agency with “deep and narrow” experience in one specific service, such as content writing or social media, can provide value and insight into specific marketing strategies as well.
3. Extensive client portfolio in the cannabis industry
It’s not enough to be a skilled marketer to operate in the cannabis industry — your marketing team needs to understand the cannabis space itself. Review an agency’s past work and check out their current and previous client portfolio. This will give you an idea of their capabilities and whether they fit your needs. You can also look for testimonials and case studies from past clients to provide you with valuable insight into the agency. With this information in hand, you can make a more informed decision.
4. Transparent communication and professionalism
You’ll want to work with an agency that is responsive, available, and able to communicate effectively throughout your partnership. Consider the agency’s ability to provide updates, answer questions, and address concerns in a timely and professional manner, as well as their availability and responsiveness. These qualities should be apparent when you first engage a company, from an introductory call and initial proposal throughout your entire working relationship.
Always look for agencies with clear communication protocols and set expectations for regular check-ins and updates. By partnering with agencies that prioritize communication and professionalism, you can ensure that your marketing is executed smoothly and you are kept informed along the way.
5. Alignment in company culture and values
Consider whether the agency’s mission and values align with yours. When an agency understands and supports your vision, they are more likely to create marketing strategies that resonate with you and your target audience. By choosing an agency that shares your company’s values and priorities, you can be confident that you’re working with a partner who understands and supports your vision for your cannabis business.
Explain your brand mission and vision statement in the introductory call. Ask how the agency feels about your values and whether they share them. It should be clear if this message resonates with the agency or not. Digital marketers are your first line of communicating your brand, products, and services to your customers, so they need to get what you’re all about. Choose a company that intrinsically understands these elements of your brand for the best results.
6. Agency size and location
If you prefer face-to-face meetings or want the agency to be close to your physical location, it’s best to choose a local agency. On the other hand, if remote communication works for you and your business, selecting an agency that operates entirely online may be more convenient.
Also consider whether a marketing agency has the capabilities to scale their services as your business grows. Ask about their processes when it comes to content creation and production. Make sure they have the capacity to meet your needs, delivering quality content for your campaigns in a timely manner.
Marketing agencies also range in size, and small companies with small client lists generally offer a more personal experience and specialized attention to your business needs.
7. Pricing that fits your budget
It’s essential to have a clear understanding of your finances and ensure that the agency you choose can provide quality services within your budget. Keep in mind that larger agencies with more prominent client lists may come with a higher price tag but also tend to offer more resources and expertise. Don’t be afraid to reach out or schedule a consultation with potential agencies to discuss your budget and get a better idea of what services they can provide.
Expect a detailed proposal that breaks down the costs of each service an agency will provide. Transparent pricing is essential to planning your marketing budget effectively.
How to get the most out of your digital marketing agency
While a digital marketing agency is there to help, there are certain things you can do to ensure the best possible results. Follow these tips to foster a productive and successful partnership and get the most out of the relationship:
- Be proactively involved: Your digital marketing agency should be seen as a partner rather than a vendor. It’s important to be actively engaged in the process and provide input and ideas to help share your marketing campaigns. Marketing teams may need access to team members for interviews or assets like graphics, images, and videos. The best marketing teams can create these for you if you don’t already have them.
- Schedule regular check-ins: Scheduling regular meetings with your marketing agency can help keep your campaigns on track and ensure everyone is on the same page. Use these meetings to discuss progress, address any concerns and provide necessary feedback.
- Respond in a timely manner: Your agency will likely have questions about your business and goals throughout the process. It’s essential to be responsive and provide them with the information they need to create effective marketing campaigns.
- Be open to suggestions and willing to make changes: Your agency is likely to suggest changes or adjustments to your campaigns based on their experience and expertise. Be open to their suggestions and willing to make changes as needed to improve results.
If you adhere to these tips, the relationship with your marketing team will be a productive one and their work on your behalf will be all the better for it.
Cannabis marketing done right with CannaContent
Choosing the right digital marketing agency for your cannabis business is crucial to achieving success in this highly competitive market. At CannaContent, our team of experienced professionals understands the unique challenges and opportunities facing cannabis businesses today. Whether you need help with SEO, social media, content marketing, or all of the above, we’re dedicated to helping our clients succeed. Contact us today to learn more about our services and how we can help you grow your cannabis business.