Whenever people talk about the cannabis industry, plant-touching businesses are the ones that immediately come to mind: dispensaries, consumer brands, etc.
However, cannabis ancillary businesses play a vital role in supporting and complementing the core operations of cannabis cultivators, manufacturers, and retailers. Without these products or services, our industry would not thrive in the way it has today.
Unlike plant-touching businesses, ancillary companies provide products or services that indirectly contribute to the cannabis economy. These could include:
- Cultivation supplies
- Payment processing and banking
- Product packaging
- Software & technology
- Equipment providers
- Driving and delivery services
- Waste removal and management
- Security
- Professional services
- Marketing agencies
- Compliance consultants & lawyers
- And more
Effective marketing is crucial for ancillary businesses to stand out in this competitive landscape.
As a full-service digital marketing agency, we’ve gathered some marketing tips for cannabis ancillary businesses to keep in mind for successful campaigns and company growth:
Understand Your Target Audience
As an ancillary business in the cannabis industry, it is crucial to define your target audience to effectively tailor your products or services. After all, you can’t market your business if you don’t know what your customers truly need.
Your target audience could include cannabis cultivators, dispensaries, or product manufacturers. Each of these businesses has various needs, from compliance and packaging to point-of-sale support and more. So, it’s important to pay attention to your unique audience’s needs.
Observing your clientele is important throughout the lifetime of your business. Whether you conduct official market research or simply gather insights based on informal interviews, it’s important to understand the challenges your target audience faces, the specific requirements they have, and the trends shaping their decision-making processes.
By understanding their pain points and desires, you can better position your offerings to provide valuable solutions.
Develop a Strong Brand Identity
Developing a strong brand identity is non-negotiable for any business in the cannabis industry. To stand out and resonate with your target audience, it’s crucial to establish a unique brand identity that weeds out the competition.
This involves defining your core values, mission, and vision. By understanding what drives your business and aligning it with the values of your target audience, you can establish a meaningful connection.
Craft a compelling brand story that communicates your values and showcases the essence of your business. This story should not only engage but differentiate your business, highlighting what makes it special and how it addresses the individual needs of your audience.
By communicating a consistent and authentic brand message across all touchpoints, you can cultivate brand loyalty, build trust, and foster long-lasting relationships with your target audience.
Build an Online Presence
Marketing a cannabis ancillary business is no joke. There are plenty of brands out there vying for the attention of plant-touching businesses. Building a strong online presence is, therefore, vital.
Start by developing an on-brand, mobile-friendly professional website that serves as a central hub for your brand. Ensure that your website showcases your products or services effectively, provides engaging content around your brand, and offers a seamless user experience.
Keep in mind that there are certain website platforms that are best suited for cannabis businesses. Done right, you can create a fluid process for leads to funnel through to your sales team – simply with a well-designed website.
Additionally, implementing search engine optimization (SEO) techniques will enhance your online visibility and drive organic traffic to your website. Optimize your website with relevant keywords, create high-quality content, and optimize meta tags and descriptions.
You can also leverage social media platforms to engage with your target audience and share valuable content related to the cannabis industry. Create a consistent and engaging presence on platforms such as Instagram or LinkedIn, tailoring your content to the preferences of your audience.
By utilizing these strategies, you can establish a robust online presence, attract potential customers, and cultivate a strong brand image in the cannabis industry.
Establish Thought Leadership through Content Marketing
Content marketing is a powerful strategy for an ancillary business in the cannabis industry because it gives you an opportunity to establish authority.
By positioning yourself as an industry expert, you can build credibility and trust. The easiest way to do this is by creating informative and engaging content that educates and adds value to your target audience.
Consider writing blog posts, guides, or whitepapers that address industry trends and challenges, or provide solutions to common pain points. Write insightful articles or opinion pieces for reputable publications, sharing your expertise and unique perspectives.
Another effective approach is to offer valuable insights and share your expertise through webinars, podcasts, or guest blogging. By actively engaging in thought leadership activities, you can position your ancillary business as a go-to resource in the cannabis industry.
Leverage Industry Relationships
Despite how quickly the industry has grown, it remains small in the realm of the business sector. In other words, relationships drive change and growth. It is therefore essential for ancillary businesses to leverage their relationships with clients, complementary businesses, and other industry connections to market their business.
Collaborating with clients or industry experts who align with your brand values can be mutually beneficial for any cannabis ancillary business. Start by identifying clients who have achieved success or have a strong presence in the industry, and explore opportunities for partnerships or joint marketing efforts. By aligning with reputable and like-minded businesses, you can expand your reach and gain credibility.
Engaging in marketing campaigns with complementary businesses can also help you tap into their existing customer base and introduce your brand to a wider audience. Co-create content, host joint events, or even offer bundled products or services to provide added value to customers.
These collaborations not only increase your visibility but also enhance your credibility within the cannabis industry. By nurturing and leveraging professional relationships, you can forge valuable partnerships that drive mutual growth and success.
Attend Cannabis Industry Events
Attending cannabis industry events is a valuable strategy for an ancillary business in the cannabis industry. Participating in trade shows, conferences, or networking events provides a unique opportunity to connect with potential clients and industry professionals. These events serve as a platform to showcase your products or services, allowing you to demonstrate their value and engage with a targeted audience.
Take advantage of speaking opportunities or workshops to share your expertise and establish yourself as a knowledgeable resource within the industry. Additionally, networking at these events can help you build valuable relationships with key players in the cannabis community.
By connecting with industry professionals, potential partners, and clients, you can gain insights, explore collaborations, and generate business opportunities.
Measure and Analyze Results
Doing all the above is highly recommended when it comes to marketing your cannabis ancillary business. However, none of it makes a difference if you can’t identify which efforts are bringing in the most success.
Utilize analytics tools to track the effectiveness of your marketing campaigns by monitoring key metrics such as website traffic, page views, bounce rates, and conversion rates to gain insights into user behavior and identify areas for improvement.
Analyze engagement metrics like click-through rates, social media interactions, and email open rates to assess the effectiveness of your content and communication strategies.
By regularly reviewing and analyzing these metrics, you can make data-driven decisions, optimize your marketing strategies, and maximize the impact of your efforts in the cannabis industry.
Market your cannabis ancillary business with Cannabis Creative
From website design and development to SEO, social media marketing, and more, Cannabis Creative is an award-winning team that can help you reach new heights with your cannabis ancillary business.
With our data-driven, story-first strategies, you can elevate your online presence and strengthen your company. Generate leads, build your clientele, and more with a dedicated marketing team for all your needs.
Contact us to get started today.
