Wellness Marketing 101: Tips and Tricks for Building your Brand
By vanessadeburgo | 2 May, 2023
Are you tired of putting in the effort to create amazing contact for your Wellness brand only to feel like nobody is paying attention? It can be discouraging to pour your heart and soul into something you’re passionate about, and not see the results you’re hoping for. But fear not, because with the right approach, you can break through the noise and get your brand noticed.
One of the most important things to keep in mind when it comes to wellness marketing is that it’s all about the consumer. You need to understand your target audience inside and out and create content that speaks directly to their needs, desires, and pain points. It’s not about you, it’s about them. When you put the consumer at the center of everything you do, you’ll be able to connect with them on a deeper level and build a loyal following of customers for a passionate about your brand.
Another key ingredient to success in wellness marketing is consistency. You can expect to build a strong brand identity and attract a loyal following if you’re only showing up once in a while. You need to be consistent, day after day, week, after week, with a clear message and strong visual identity. This means creating original photo and video content because visually stunning and tells a story that resonates with your audience.
But being consistent doesn’t mean being boring. In fact, the opposite is true! To stand out in a crowd and market, you need to be creative and think outside the box. Whether it’s through bold messaging or unique visual elements, you need to find ways to catch your audience’s attention and hold it. This means taking risks and trying new things, but also means staying true to your friends, identity and values.
Finally, (and not least) there is experiential marketing, which is about creating memorable, immersive experiences that engage your audience on a deeper, emotional level. This is where you can really let your creativity shine and create experiences that your audience will never forget. Whether it’s a product launch, pop-up event or a virtual challenge, you need to find ways to connect with your audience and create experiences that are fun, engaging, and aligned with your brand’s messaging.
In the end, the key to success and wellness marketing is to stay consumer-centric, consistent, and creative. By putting your audience at the center of everything you do, creating visually stunning, original content, and finding ways to engage them on a deeper level, you break through the noise and get your brand noticed. So go forth, be bold, and connect with your audience, in ways that they’ll never forget.
With cannabis marketing under strict regulations, dispensaries and brands must find creative ways to get noticed and differentiate themselves from the competition.
Organic content on social media is one of the best options to engage with consumers without breaking advertising rules. Posting images of people, lifestyle, and events can help you build a community that shares the same values and experiences as your target audience.
Here are 10 tips and tricks that will help your brand get noticed and stand out from a crowd of competitors.
1. Build a strong social media presence
In a competitive market, it’s essential for cannabis businesses to have a strong social media presence. This will help you build relationships with your customers and engage them in conversations about your brand.
For example, if you sell CBD products that are designed for senior citizens, you can post educational content about the benefits of CBD oil. This type of content could be effective on both Facebook & Instagram.
The key to a successful social media campaign is to target your audience accurately and create content that resonates with them. Video content is a great way to do this.
2. Optimize your website for search engines
When promoting your cannabis business online, it’s crucial to optimize your website. This will help you reach potential customers and build brand awareness.
Optimize your pages for the keywords that you want to target. This will ensure that you rank higher on search engine result pages and get more traffic.
SEO best practices include removing outdated content from your website and creating fresh, engaging and informative content. It is also important to update your website frequently.
Another important factor to consider is local citations. Google and other search engines look at the number and quality of citations that your business has to determine how well it should show up on local search results pages.
3. Create a strong brand identity
A strong brand identity can help your cannabis business stand out from the competition. It includes logos, colours, and other design elements that convey a unique message.
When building your branding strategy, it is important to understand who your target market is and what your goals are. You can reach these potential customers through different channels, such as traditional media and online advertising.
You can also use social media to promote your cannabis business and build a community. For example, Gorilla Rx Wellness is a Black-owned dispensary in Los Angeles that uses Instagram to build a large community around its products.
Creating a strong brand identity is one of the best ways to establish trust and connect with your target market. It can help you attract more women consumers and keep your brand top of mind among your existing customer base.
4. Invest in advertising
Digital advertising can be a great way to increase brand awareness and generate leads for your business. However, cannabis businesses must be aware of the potential challenges they face when trying to advertise online.
While most social media and search engines prohibit ads from cannabis or marijuana-related brands, there are a few ways to market your business without falling foul of these restrictions.
One option is to use a programmatic ad platform that allows you to distribute compliant display, native, video and retargeting ad campaigns across mainstream websites. These platforms have relationships with a wide range of high-traffic sites that will accept cannabis ad buys.
5. Create a strong content strategy
A strong content strategy for cannabis marketing is key to building a brand that will resonate with consumers. It involves developing accurate personas that define your ideal customer and identifying their needs and interests.
A good content strategy is also vital for establishing credibility and building trust in your brand. Creating engaging, quality content can help your business rank highly in search engines and earn traffic from high-intent users searching for cannabis products.
Despite the challenges of marketing cannabis, there are still plenty of ways to boost your online presence and reach more people. These methods can include organic content, paid ads, and social media advertising.
6. Partner up with other brands
One of the best ways to market your cannabis business is to partner up with other brands. These partners can help you get a better return on your investment by optimizing the path that customers take to purchase.
Another way to get the most out of your marketing campaign is to create a strong content strategy. This will allow you to reach a larger audience and increase your sales.
For example, a dispensary may use text campaigns to inform customers about new products and promotions. This will encourage them to make repeat purchases and visit the store.
Radio advertising is also an excellent cannabis marketing strategy. This is especially helpful for those who are located in a state where cannabis is legal. However, it is important to choose the right radio station.
7. Create a podcast
With a little bit of work, creating your own podcast can be a rewarding experience. Plus, it’s a great way to connect with listeners and build your brand.
Start by determining what your podcast is for. This will help you determine the format, guests and overall feel of your show.
Ideally, your mission statement should be simple and straightforward. For example, if you’re looking to help people learn about cannabis and CBD, then you might want to focus on interviewing experts in that field.
To get started, research all of the available podcasts in your niche. You should be able to find out who hosts them, how long they’ve been publishing episodes and their audience size.
8. Use geofencing to reach local buyers
Geofencing is a popular location-based marketing method that allows businesses to send ads to customers at specific locations. This method can be used to increase traffic and sales at local stores.
ThinkNear is a geofence solutions provider that specializes in location-based ads and marketing. Their network reaches over 100 million people across more than 65,000 mobile apps.
In addition to geofence campaigns, they also offer retargeting and analytics. These services can help cannabis brands increase their brand awareness and reach potential buyers.
Another way to reach local buyers is through OOH. This is a channel that has the advantage of being hyper-local, meaning that it has a higher impact on local cannabis consumers.
9. Take advantage of ad blockers
A growing number of consumers are using ad blockers to block out ads that they don’t want or need. That means that you’ll need to get creative when it comes to your cannabis marketing efforts if you want to succeed.
You can get around this by using native advertising, which is a type of ad that blends in with the content being shown to your audience. Using this type of ad is a good way to increase your brand awareness and get people to pay attention to you. You can even use a combination of both native and paid ads. The most important thing to remember is that you should be very clear about your target audience and be specific about what they want to see. This will help you build a targeted ad campaign that will produce results.
10. Stay on top of the law
The laws on cannabis marketing are constantly changing, and it’s important to stay on top of them. If you make a mistake, it could cost you thousands of dollars in fines and punishments.
In addition to federal laws, each state has its own regulations on marijuana advertising. This means that your marketing strategy needs to be different for each market you operate in.
Despite these rules, it’s still essential for cannabis companies to create a strong marketing plan that will reach the right audience. Fortunately, there are a few ways you can keep your marketing strategy legal and up to date.
Successfully marketing a cannabis brand requires a strategic approach and a willingness to think outside the box. By following the ten tips and tricks outlined in this blog post, you can create a powerful marketing strategy that helps your brand stand out from the competition and capture the attention of your target audience. From building a strong social media presence and optimizing your website for search engines to investing in advertising and partnering up with other brands, each of these tactics plays a critical role in creating a cohesive and effective marketing strategy.
By continually refining and adapting your approach based on your audience’s needs and preferences, you can build a strong and loyal customer base that will help your brand thrive for years to come. With these tips in mind, you can take your cannabis marketing efforts to the next level and achieve greater success in this exciting and rapidly growing industry.