With the number of cannabusinesses exploding across the United States, it’s more important than ever to employ marketing in your business plan. Today, social media is one of the most vital and inexpensive tools at your disposal for your cannabusinesses’ marketing plan.
However, before you jump on social media and start posting, there are a few things to keep in mind when catering to the audience in this unique industry.
How can I get in legal trouble on social media?
With all the good social media provides for businesses, legal implications can arise if used improperly. According to rule 76 of the Medical Marijuana Facilities Licensing Act (MMFLA), you must follow all state and local rules/ordinances for your cannabusiness to legally flourish.
For instance; if you post a picture to your company page that has 14 marijuana plants in the background when you’re only legally allowed to have 12 plants, that would fall under violation of the MMFLA.
Watch the Cannabusiness Live episode on avoiding these gray areas >>
Evaluating different platforms
Since social media is saturated with different popular platforms, it can be tempting to create company accounts under all of them. However, this typically isn’t necessary for cannabusinesses. Rather, actively pursuing 3-4 social media platforms for your business activities will save you time and money.
The most popular social media platforms are as follows:
- Facebook: Consider Facebook the beast to end all social media platforms. The possibilities Facebook has for advertising are seemingly endless. Consider Facebook a mini version of your website: with your location, address, business bio, and more. You can utilize this to post just about anything ranging from news stories, events and broader campaigns.
- Twitter: Twitter is perfect for pushing out brief content such as news articles, press releases, infographics and more. Since there is a 280 character limit in place, this is ideal for fitting a “business casual” brand voice.
- Instagram: Having visually appealing content is essential for social media marketing, especially in the cannabusiness industry. Use Instagram to post images, graphics, infographics, videos and more to establish your identity as a credible company.
- LinkedIn: This is regarded as the “professional’s social media platform.” LinkedIn is ideal when posting business updates, job openings, and finding possible investors and partnerships.
- Pinterest: If your main audience demographic is females, you may want to consider using Pinterest. This platform also boasts a wide generational demographic from Millennials to Gen Xers to Baby Boomers. You can create category-specific boards to pin recipes, infographics, products and more.
- YouTube: If you plan on creating regular video content, YouTube is the most popular video-hosting service by far. If you don’t have the budget or time to focus on this aspect of marketing, don’t fret. Instead, create an account to reserve your business’ username and sit on it until you’re ready to dive in.
Quick tips for marketing your cannabusiness on social media
Below is a quick summation of quick, general tips to keep in mind when developing your brand identity and composing your social media strategy:
- Despite being a cannabusiness, it’s still very important to keep your social media pages for your businesses professional. Do not showcase your personal use; only the business side of things. As Associate Attorney Jennifer Domingue put it, make it “business casual.” You don’t want to come off as too casual or improper, but you also don’t want to sound like an overly serious robot.
- Research hashtags relevant and popular throughout the industry. Such as #cannabusiness, #hemp, #cannabisculture, etc. You can do this by looking up popular cannabis businesses/publications such as MaryJane Biz, MJ Business Week, etc.
- Be prepared that when using social media, especially paid social advertising, your content may be restricted due to federal law. Appealing this to Facebook, Twitter, LinkedIn, etc. may become routine for you. Type up a standard appeal statement that includes the legality of cannabis in Michigan, your company’s credentials and more.