By Alexa Divett

Most cannabusiness owners are aware of the importance of social media marketing and how it fits within a larger marketing strategy.

However, you may not realize that if you are using social media incorrectly you could actually be damaging your brand and your reputation as a leader in the industry.

Here are some common social media mistakes you could be making in your cannabusiness. Avoid these pitfalls to ensure success!

1 – Posting the same content over and over

You’ve heard me talk a lot about ad blindness and deafness, and social media is no different. If you’re only posting the same kinds of content over and over, your followers will inevitably start to tune you out.

Also, as I’ve said many times before, if your content is pitch heavy and only focused on sales and promotions, you may come across as a used car salesman and could lose business.

2 – Too much promotion

I realize that I’m starting to sound like a broken record, but I’m still seeing this all across our industry. In order to be successful you MUST post more than just sales and promotions.

There is a lot of competition in the Cannabis Industry and you need a way to stand out in the crowd. Constantly posting pictures of your products that are on sale may not be the best way to differentiate yourself from your competition.

While I am the first to agree that “weed porn” is super important in our industry, you will certainly set yourself apart if you are providing other content that has value.

3 – Not engaging with your followers

If your followers are asking you questions or leaving comments on your posts, RESPOND to them!

You should be spending as much time engaging your followers as you are posting your own informative content and promotions. Let your personality shine!

4 – Not building real relationships

Again this comes back to engagement. The key to social media success is to build real and lasting relationships with your prospects and customers so they are eager to trade their hard earned dollars for your amazing products or services.

Reach out to your customers via social media and thank them for their support. Send birthday and anniversary wishes to your followers and give them a taste of your awesome personality.

Everyone loves recognition — and social media is an amazing platform to facilitate relationships.

5 – Not tying social media marketing to your email marketing

There is a huge opportunity in the Cannabis Industry to use email marketing wisely and effectively, and believe it or not, that includes tying your social media into your larger strategy.

Your email list is one of the most valuable assets you can create and nurture for your business. If you’re not encouraging your social media followers to sign up for your email list then you could be missing out on an opportunity to build real relationships and deliver informative content as well as promotional material.

6 – Not posting specifically for your target market

One of the best ways to provide value to your market and position your company as the No. 1 solutions provider is to ask yourself these questions before you post to social:

• “What does my customer need to know today?”
• “What keeps my prospects and customers awake at night?”
• And of course, the most important question: “How can I help?”

Social media marketing is full of massive opportunity for you and your brand. People are eager for information and are looking for leaders in our industry. If you can master social and avoid the above pitfalls you will easily create the kind of loyal, raving fans who are eager to do business with you.