Standing out in Missouri’s competitive cannabis market

Standing out among more than 100 brands with strategic marketing.

To stand out in Missouri’s competitive cannabis market, craft a narrative that informs the customer through their entire journey, from unaware to the final purchase. Set your brand apart with messaging that resonates with Missourians, so they don’t have to solely depend on budtenders.

Which channels and strategies are most effective while ensuring compliance? Here’s your guide to successfully maneuvering through Missouri’s stringent regulatory landscape:

Crafting a Compliant Cannabis Funnel

With federal government and local restrictions, building a strong educational foundation with your audience is the key to success. But your cannabis brand has limited channels to market and those channels have limitations.

Many social media and advertising platforms have their own policies regarding cannabis marketing. And many traditional digital platforms outright ban cannabis-related advertising. Consolidate your marketing. Combine efforts across packaging, branding, and advertising to power a compliant marketing funnel.. To ensure compliance with Missouri’s cannabis advertising laws:

• avoid unverified health claims
• regulate imagery and colors
• clearly state the legal age requirement

Continuously monitor platform policies because they can change rapidly. But these channels help build brand awareness and nurture customer loyalty. So use them to your advantage to leverage more indirect sales.

Social Media

Navigating the specific social media rules of each platform is necessary. Facebook and Instagram reach a broader audience at the top of your funnel. They are great ways to retain customers by staying top of mind.

Do not directly promote any products or words associated with cannabis. Instead, use “lifestyle” images and videos. This approach is often less likely to conflict with social media policies.

Content Marketing

Engage in content marketing to educate the public and positively shift perceptions about cannabis, countering prevalent misconceptions and the associated stigma. Develop a comprehensive strategy to attract and retain a dedicated audience through a variety of content formats including:

• articles in popular publications
• blogs
• infographics
• podcasts
• videos

Focus on developing educational content that addresses common questions and concerns, offering in-depth knowledge, opinions, and inspiration. Dive deep into topics that interest your potential customers, such as:

• the specific uses and benefits of different cannabis strains
• success stories of individuals or groups who’ve benefited from cannabis
• detailed explanations of the science behind cannabis and its effects
• comprehensive updates on the legal status and regulations surrounding cannabis

Aim to spark curiosity, demystify your products, and capture the attention of potential customers. Consider sponsoring a podcast or starting your own, where you can create host-read or pre-recorded segments that subtly promote your brand while providing valuable information. Avoid alluding to direct sales in your content.

• Publish insightful pieces in well-regarded publications.
• Create a series of engaging blog posts on your website.
• Design visually appealing infographics that break down complex information.
• Launch a podcast or partner with existing ones like FeelState.
• Produce high-quality videos.

Positioning your brand as a thought leader in the cannabis space can build long-term trust and authority. Drive potential customers to dispensaries or drive traffic to your site and your email list. By consistently delivering valuable, informative, and engaging content, you can elevate your brand’s reputation, attract a loyal audience, and guide them towards making informed purchasing decisions.

Websites

Your brand’s website serves as a pivotal platform. It can house extensive information, educational content, product details, and insights into your brand’s ethos and operations. To maximize their effectiveness:

   

• create comprehensive information (educational content, product details, brand stories)
• use your digital advantage (SEO strategy, local optimization, user experience)
• adapt to the analytics

Similar to how C4 Pharms provides detailed information about their offerings.

Use a keyword research strategy tailored to potential customers in Missouri to increase your website’s visibility in searches where dispensaries are located.

Include local landmarks, regional specifics, and colloquial terms in your content to boost local discovery. Regularly update your content and use meta tags, descriptions, and alt text to improve your ranking. Strategically place calls to action throughout your site. invite visitors to learn more, sign up for newsletters, or visit a local dispensary. Use website analytics to understand visitor behavior. Track conversions and identify which content resonates most.

Use these insights to continuously refine your strategy and content. Your website can become a powerful tool in educating the public, showcasing your products, and driving in-person traffic to local dispensaries in Missouri.

Email Marketing

Gather potential customers’ emails to keep them informed about products, restocks, and industry news. Then segment your email list based on customer behavior, preferences, or demographics to send more targeted and relevant communications. Personalized emails can significantly increase engagement and conversion rates.

Set up a system on your website, like Sinse Cannabis, to collect emails through sign-ups. Offer newsletters and promotional updates as incentives. It’s crucial to ensure that all recipients have explicitly opted in so it complies with both general marketing regulations and those specific to cannabis.

Keep your customers up-to-date with the latest product offerings, restock alerts, and any new developments in your product line to help them make informed decisions.

Use email analytics to track open rates, click-through rates, and conversion rates to help you understand what content resonates with your audience. Request feedback through surveys or direct responses. Adjust your strategies to fit your subscribers’ needs, preferences, and perceptions.

Regularly test different aspects of your email campaigns, such as subject lines, content formats, and send times, to find what works best for your audience. Continuously optimize your emails for better performance and engagement. And always provide a clear and easy option for subscribers to opt out of communications.

By focusing on these strategies, you can create an effective email marketing campaign that educates, engages, and grows your customer base while staying compliant with cannabis marketing regulations.

Optimizing cannabis marketing in Missouri hinges on a delicate balance between creativity and compliance to engage consumers within a strict regulatory framework. Applying the classic digital marketing funnel to the cannabis industry involves a strategic approach that respects legal regulations, educates the audience, engages with the community, and builds trust.

As the industry and legal landscape evolve, make sure your marketing strategies remain effective and compliant. Always proceed with caution and stay informed about the latest regulations.

Ensure all marketing efforts target audiences over the age of 21. Familiarize yourself with Missouri’s specific cannabis marketing laws to ensure all your efforts are compliant.