Despite the fact that the US cannabis industry is a $17.5 billion industry, it is still burdened with additional rules and regulations not found in others. The legality of cannabis varies from state to state, and is still technically federally illegal. This makes your marketing all the more difficult.
Google, Instagram, and Facebook, all staples for small businesses with even smaller marketing budgets, are not available to those wanting to post cannabis ads. If you can’t pay to put your ads in front of new eyes, you can make sure your social media gets you there instead. Welcome to the world of social media marketing!
What is Inbound Marketing?
HubSpot, perhaps the resource for inbound marketing information, tells us that inbound marketing is a digital marketing business methodology that attracts customers by creating content and experiences tailored to them. Outbound marketing, on the other hand, interrupts your audience with content they don’t always want. Think of this like annoying commercials on the radio that make you change the channel.
Inbound marketing forms connections your target audience is actually looking for and solves problems they have. A well done inbound marketing strategy involves these three stages:
The first stage involves drawing in the right people with valuable content and conversations. You want to build brand awareness and establish your brand as a trusted advisor with whom they want to engage with your audience. This is done via content marketing.
In the second stage, your brand presents insights and solutions that align with their pain points and goals. This makes them more likely to buy products and services from you.
Lastly, you provide help and support to empower your customers to find success with their purchase. You’ve done it!
Why Is Social Media an Important Part of Inbound Marketing?
Now, let’s tie it all into social media. Social media is an important part of inbound marketing. To reach your audience, you need to create and publish different types of content. This can be blog posts, content offers, and social media posts. Really, any content ideas that provide value to your potential customers will help.
When you make a new blog post, share it! Also, promoting your content with insider tips and tricks, as well as what’s going on at your company. People love to see behind the scenes actions. Your followers can use one of your social media platforms to provide feedback, ask questions, or share their experience with your company. All of this cements you as an industry thought leader.
It’s clear now why social media is an important part of inbound methodology. Active social media and inbound marketing efforts go together like peanut butter and jelly. You can’t have one without the other! For additional help with understanding inbound marketing or your social media presence, reach out to us here at ThrivePop. We specialize in cannabis marketing