• Skip to primary navigation
  • Skip to content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • Business Directory
    • Buyers | Licensees
    • Sellers | Ancillary Businesses
    • Submit Product & Service Press Release
  • CBE Exchange
  • CBE Jobs Exchange
  • Events
  • Featured Videos
  • Product & Service Press Releases
  • Sponsored Polls
  • Webinars
    • Upcoming Webinars
    • Archived Webinars
  • Whitepapers

Cannabis Business Executive - Cannabis and Marijuana industry news

Recreational, Medical, Marijuana, Cannabis, And Hemp News for Cannabis Businesses

  • Follow on Facebook
  • Follow on Twitter
  • Follow on Google+
  • Follow on LinkedIn
  • Subscribe to our RSS feed
Newsletter 2
  • Home
  • Policy & Legal
    • Hemp Business Executive
    • International
      • Canada
      • Mexico
      • Israel
    • US A to F
      • Alabama
      • Alaska
      • Arizona
      • Arkansas
      • California
      • Colorado
      • Connecticut
      • Delaware
      • District of Columbia
      • Florida
    • US G to M
      • Georgia
      • Hawaii
      • Illinois
      • Indiana
      • Idaho
      • Iowa
      • Kansas
      • Kentucky
      • Louisiana
      • Maine
      • Maryland
      • Massachusetts
    • US M to N
      • Michigan
      • Minnesota
      • Mississippi
      • Missouri
      • Montana
      • Nebraska
      • Nevada
      • New Hampshire
      • New Jersey
      • New Mexico
      • New York
      • North Carolina
      • North Dakota
    • US O to V
      • Ohio
      • Oklahoma
      • Oregon
      • Pennsylvania
      • Rhode Island
      • South Carolina
      • South Dakota
      • Tennessee
      • Texas
      • Utah
      • Vermont
    • US V to W
      • Virginia
      • Washington
      • Wisconsin
      • Wyoming
      • Guam
      • Puerto Rico
  • News & Insights
    • Advertising, Marketing, PR & Research
    • Banking, Finance & Real Estate
    • Compliance and Regulations
    • Corporate Social Responsibility
    • Retailers
    • Hemp Business Executive
    • HR and Staffing
    • North Of The Border
    • Industry People/On the Move
    • Packaging and Supplies
    • Press Releases
    • Processors
    • Producers
    • Security Solutions
    • Science and Technology
    • South Of The Border
  • CBE Lists
    • Ancillary Businesses
      • 2019 CBE Ancillary Business Survey CLICK HERE
      • 2018 CBE 155 A/B
      • 2017 CBE 150 A/B
      • 2016 CBE 100 A/B
    • Producers, Processors, Retailers
      • 2017 CBE 200 PPRs
      • 2015 CBE 100 PPRs
    • Industry Women
      • Glass Ceiling Wreckers: 2019 CBE Power Women of Cannabis
      • 2017 CBE 75 Most Important Women
      • 2016 CBE Top 50 Women
      • 2014 CBE Most Influential Women
    • Most Important Companies
      • 2016 CBE 10 Most Important Companies
      • 2014 CBE 10 Most Important Companies
    • Political 100
      • 2017 CBE Political 100
      • 2016 CBE 100 Political
      • 2014 CBE Political 50
    • 2014 CBE 100 Most Important People
    • CBE RFP Hotlists
      • 2014 CBE Lab Testing Services HotList
      • 2016 BHO Extraction Equipment
      • 2016 CBE Supercritical CO2 Extraction Equipment
      • 2016 CBE Security Solutions
      • 2016 Edibles & Infused Products
  • Company Stories
    • Up and Comers
  • Hemp Business Executive
    • Hemp Policy & Legal
    • Hemp Industry News
    • Hemp State Regulatory Agencies
  • Newsletters
    • CBE News & Insights (Formerly CBE Week)
    • CBE Human Capital Management
    • CBE Technology & Solutions
    • CBE Policy and Legal
    • CBE Product and Service Announcements
  • Op-Ed
    • Cartoons
    • The Buck Stops Here
    • Opinions
    • Comments
  • Associations
  • State Regulatory Agencies
    • Marijuana
    • Hemp
  • Contact
  • AB Survey
  • About Us
  • Account
  • Accounting Services
  • Advertise
  • Advertising, PR & Marketing
  • All Cannabis News
  • Ancillary Business Survey 2018
  • Ancillary Business Survey 2019
  • Archived Webinars
  • Associations & Organizations
  • Banking & Payment Processing
  • Better Start for the Glass Ceiling in this Industry, CBE’s Most Influential Women
  • Book Reviews
  • Business Directory
  • Business Directory Introduction
  • Business Directory Listing
  • Business Directory Manage
  • Business Directory Registration Info
  • Business Directory Welcome
  • Call for speakers
  • Cannabis Investments
  • Cart
  • CBE Exchange
  • CBE HotLists
    • CBE Lab Testing Services HotList 2014
  • CBE Lists
  • CBE Political 50
  • CBE Press LLC Privacy Statement
  • CBE Press News
  • Checkout
  • Consulting Services
  • Consumption Gear
  • Contact
  • Contribute
  • Contributors
  • Create Your Product & Service Press Release
  • Creative Submission
  • Cultivation Products & Services
  • Current Poll
  • Edible & Infused Products
  • Editor’s Page
  • Email Whitelisting Instructions
  • Event Listing Questionaire
  • Featured Videos
  • Funding Options
  • Hemp State Regulatory List
  • Home
  • Human Capital Management Newsletters
  • Industry Jobs
  • Join the CBE Business Directory
  • Join the Directory
  • Lab Testing Regulations
  • Lab Testing Services
  • Login
  • Logout
  • Marijuana Is Legal in New Jersey, but Sales Are Months Away
  • Marijuana State Regulatory Contacts
  • Marijuana Tax Facts
  • Media Kit
  • Media Kit
  • Medical Marijuana Qualifying Conditions
  • Members
  • MJ Media Kit
  • Most Popular Stories
  • Most Read Stories
  • New Product & Service Listings Welcome
  • Newsletters
    • Ask CBE
    • CBE Human Capital Management
    • CBE News & Insights (Formerly CBE Week)
    • CBE Policy and Legal
    • CBE Product and Service Announcements
    • CBE Technology & Solutions
  • On the Move
  • Organizations & Associations
  • Packaging & Supplies
  • Password Reset
  • Policy & Legal
  • PPR Survey
  • Product Releases
  • Profile Update
  • Register
  • Security Solutions
  • Software & Technology
  • Sponsored Polls
  • State Cannabis Product Packaging Requirements
  • Terms of Service
  • Thank You
  • The Most Influential People in the Cannabis Industry, The Cannabis Business Executive 100
  • Training & Educational Services
  • Upcoming Webinars
  • User
  • Whitepapers
  • WV Senate passes medical marijuana bill to House
  • Categories
  • Locations
  • My Bookings
You are here: Home / News & Insights / Advertising, Marketing, PR & Research / 5 B2B Marketing Tactics that Work in the Cannabis Industry
social media

5 B2B Marketing Tactics that Work in the Cannabis Industry

February 1, 2021 by Susan Gunelius Leave a Comment

Marketing in the cannabis industry comes with a long list of challenges. With restrictions on social media advertising, pay-per-click advertising, and more, many affordable and effective go-to B2B marketing tactics aren’t available to businesses operating in the cannabis industry, or the limitations imposed on businesses operating in and with the cannabis industry make them poor investment choices.

The good news is there are B2B marketing tactics that you can use to promote your brand to cannabis businesses. Yes, many of these tactics require hiring or contracting with the right people to get the expertise needed to be successful, and some are best used for long-term strategies. However, if you’re willing to work with the right talent and be patient, the five B2B marketing tactics introduced below are proven to work in the cannabis industry.

1. Blogging and Content Marketing

Your company’s blog is the foundation of your content marketing strategy. I can’t stress strongly enough the importance of writing high quality, informative content and publishing it on your blog on a consistent basis.

Think of it this way. Every time you publish a new high-quality blog post, you create another entry point to your website for search engines to find. How do people find companies and products today? The answer is Google (or their preferred search engine). That means every blog post you publish provides another way for Google (and the people who conduct searches related to your business) to find you.

The best part is blogging creates a domino effect as you share your content via social media, email marketing, and more. As more people see your content, there is a greater possibility that they’ll share your posts, which puts your content in front of even larger audiences without any additional time or investment on your part.

Moreover, you can repurpose your blog content to extend your marketing reach even further by turning blog posts into email marketing messages, visual assets for social media posts, ebooks, and so much more.

2. Email Marketing

Email marketing is one of the most effective marketing tactics today, and for B2B cannabis industry marketing, it’s absolutely essential. The key is to build a targeted opt-in list of email addresses for people who are likely to be interested in your products or services.

There are multiple ways to build opt-in email lists. For example, you can offer a free ebook, worksheet, or checklist and promote it on your social media channels and through advertising. In order to get the freebie, people need to give you their email address. With that said, it’s important that the free item attracts your target audience and they perceive it as valuable enough to trade for their email addresses.

When you build an email marketing list, you’re in control. You don’t have to worry about social media sites changing their rules or Facebook shutting your business Page down. Instead, you control the communications, and if you’re using a robust email marketing tool, you can track each of your contacts’ behaviors and nurture them into hot leads more effectively.

3. Online Activity and Social Media

Do a Google search on your company and/or brand name. What comes up in the first page or two of results? Are those results what you want prospective customers to see?

Your online footprint is critical to establish trust in your brand and your business. The first thing most people do after discovering a new company or brand is to Google that company or brand. They visit the company’s website and social media profiles and take a look around asking questions like: Is this company real? Is this company trustworthy? Who is behind this company?

If you don’t have an online presence that accurately tells your brand story and instantly instills a sense of trust, then you need to start building a more effective digital footprint immediately.

Not only does your digital footprint matter for first impressions, but it’s also essential to keep your brand actively on people’s radar. Your online communications and activity can lead to inquiries, word-of-mouth marketing, and sales. With that said, be active on social media, join relevant LinkedIn Groups and participate in conversations, and answer relevant questions that your target audience members ask on sites like Quora.

4. Third Party Events

The cannabis industry has grown exponentially in recent years, but it’s still a tight-knit community in many ways. One of the best ways to generate leads and sales is still in-person events, including trade shows and conferences.

Of course, with the COVID-19 pandemic, in-person events came to a grinding halt in 2020, but there is hope that they’ll make a comeback in late 2021. When that happens, your business should have a presence at all relevant events. Invest in booth space at events that allow exhibitors as well as in high quality materials and displays, and be prepared to talk to people and follow-up after each event.

In the meantime, virtual events are also important to raise brand awareness and keep your brand top-of-mind among prospects who are already familiar with your company, products, and services. Bottom-line, your company and brand must be highly visible in the cannabis industry in order to truly move the sales needle.

5. Your Own Events

Many companies that sell to cannabis businesses have success hosting their own events. Depending on the type of product or service you sell, hosting in-person and online events could help you generate, nurture, and convert leads as well.

For example, companies that sell software, soil, packaging, and more have been very successful hosting webinars, networking events, and educational events. The key is to avoid making your events sales-oriented. No one wants to attend an event that’s just a sales pitch.

Key Takeaways about B2B Marketing Tactics in the Cannabis Industry

B2B marketing in the cannabis industry is unique simply because marketers don’t have access to many of the tools we’d typically use or recommend. However, with the right people and investments – and a commitment to building a long-term strategy that drives sustainable results – there are many marketing tactics that are perfect for connecting with cannabis businesses.

Effective tactics to start with right now include blogging, content marketing, email marketing, online activity, social media, third party events, and your own events.

Contextual Links

Contextual Links

Filed Under: Advertising, Marketing, PR & Research Tagged With: B2B marketing, cannabis marketing

About Susan Gunelius

Susan Gunelius is President & CEO of KeySplash Creative, Inc. (KeySplashCreative.com), a marketing communications company established in 2008 offering, copywriting, content marketing, email marketing, social media marketing, and SEO services. Susan has been working with clients in the cannabis industry since 2015. She spent the first half of her 27-year marketing career directing marketing programs for AT&T and HSBC. Today, her clients include household brands like Citigroup, Cox Communications, Intuit, and more as well as businesses of all sizes around the world. Susan has written 11 marketing-related books, including the highly popular Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, and The Ultimate Guide to Email Marketing. She is also a Certified Career and Business Coach and Founder and Editor in Chief of Women on Business (WomenOnBusiness.com), an award-winning blog for business women. Susan holds a B.S. in marketing and an M.B.A in management and strategy.

Primary Sidebar

Ad: Sidebar 1

Featured Video

Associations & Organizations

clearing div

Ad: Sidebar 2

Business Directory

Ad: Skyscraper 1

CBE Jobs Exchange


Featured Jobs
Go
Post a Job
More jobs
Powered by CBEJobsExchange.com

RSS Recent Jobs

  • Senior Research Biostatistician - TSET Health Promotion Research Center at Stephenson Cancer Center/OUHSC - Oklahoma City, OK
  • Scientific Sales Separations - VRS Recruitment - , GA
  • Field Support / Service Engineer Process Development - VRS Recruitment - , MA

Product & Service Press Releases

Ad: Sidebar 3

CBE Events

Ad: Sidebar 4

State Regulatory Agencies

Ad: Skyscraper 2

Webinars

Ad: Sidebar 5

Associations & Organizations

Ad: Sidebar 6

Featured Video

Ad: Skyscraper 3

Business Directory

Ad: Sidebar 7

CBE Jobs Exchange

Ad: Sidebar 8

CBE Events

Ad: Skyscraper 4

Footer

  • Home
  • About Us
  • Advertise
  • Contact
  • CBE Press LLC Privacy Statement
  • Contribute
  • Contributors
  • Newsletters
  • Terms of Service
  • Contributor Login
  • Follow on Facebook
  • Follow on Twitter
  • Follow on Google+
  • Follow on LinkedIn
  • Subscribe to our RSS feed
Newsletter 2

© Copyright 2020 CBE PRESS LLC. - All Rights Reserved. Cannabis Business Executive Is A Trademark Of CBE PRESS LLC. · All Rights Reserved · And Our Sitemap · All Logos & Trademarks Belong To Their Respective Owners·