Building A Strong Digital Presence For Cannabis Brands: Expert Tips To Adapt To Every Local Market

"In cannabis, the industry is extremely hyperlocal, with each market having its own set of regulations, cannabis taxonomy, and product preferences," Randa McMinn, chief marketing officer of WM Technology, Inc. MAPS, known as Weedmaps, told Benzinga Cannabis in an exclusive conversation.

As the push for legalization and acceptance grows, so does the importance of a solid digital footprint for cannabis brands.

• Join us at the Benzinga Cannabis Capital Conference in Chicago from Sept 27-28. Experts such as McMinn, Patrick Lane, EVP of sales & partnerships at Benzinga, Carlos Pinto, chief commercial officer of Leafly Holdings Inc. LFLY, and Rachel Boykins, Cannabis Media Council founding board member will be sharing their insights.

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Crafting A Strong Online Identity for Cannabis Brands

McMinn, whose digital acumen has helped steer Weedmaps to success, emphasized the importance of data-driven strategies. “This means your business must first have a strong foundation of data attribution and tracking around channels and campaigns, as well as a pulse on those campaigns to understand what’s working and what’s not," she shared.

She further expounded on the hyperlocal nature of the cannabis industry and underscored the value of audience segmentation. “In order for your desired messaging to resonate with a target audience, it has to be constructed with that specific audience in mind.”

Adding another layer to the discussion, McMinn opined on the significance of understanding performance funnels and channel diversification, particularly in regulated sectors.

But it wasn’t just about numbers and metrics.

On the other side of the coin, content strategy and community engagement took center stage. "While the digital landscape is constantly evolving, what remains consistent is why people come together to create online communities," McMinn remarked, highlighting the need to foster communities around the passion for cannabis.

Leafly's Carlos Pinto brought to the table a pragmatic approach, warning of the delicate dance between innovative content and compliance. "Choose platforms wisely, balancing risk with innovative content. It can be a delicate dance, but it is possible to play by the rules of each platform."

He also touched upon the evolving nature of content marketing for cannabis brands, emphasizing education. "The strength of our brand lies in education and we rely on user-generated content for themes outside that area, like entertainment."

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Balancing Local Compliance And Consistent Branding

When the conversation veered toward striking a balance between local compliance and a consistent digital brand image, both leaders underscored adaptability and understanding of market nuances. “You need to build a brand identity that is flexible and adaptable,” McMinn pointed out.

Pinto chipped in with insights from Leafly’s approach in Maryland, a testament to the brand’s adept maneuvering based on localized interests.  "As a mature medical market, the consumer education gap was much smaller." He also observed that "the Maryland market had become exceptionally interested in terpenes," prompting them to adjust Leafly's approach early on.

The Benzinga Cannabis Capital Conference in Chicago, happening on September 27-28, is shaping up to be a pivotal event in the industry. With influential figures like Boykins, McMinn, Lane, and Pinto headlining the discussions, attendees are guaranteed a wealth of insights. If you're looking to pioneer the digital landscape of the cannabis sector, this event is essential. Dive deeper by visiting bzcannabis.com

Image by El Planteo