Three effective strategies for cannabis marketing: 3 Proven Powerful Ways 2025

Navigating the Cannabis Marketing Landscape in 2024

If you’re looking for three effective strategies for cannabis marketing, here’s what works best:

1. Local SEO & Review Management – Optimize your Google Business Profile and directory listings to capture “near me” searches (97% of consumers use the internet to find local businesses)
2. Compliant Social Media Marketing – Focus on educational content and community building rather than direct sales
3. Email & SMS Marketing – Build loyal customers through personalized campaigns (70% of cannabis consumers prefer marketing promotions via email)

The cannabis industry continues to thrive despite unique marketing challenges. Three effective strategies for cannabis marketing have emerged as essential pillars for dispensaries navigating the complex regulatory landscape while trying to build brand awareness and customer loyalty. With traditional advertising channels largely unavailable due to federal restrictions, cannabis businesses must get creative with their marketing approach.

The reality is stark: most social platforms prohibit cannabis advertising, Google and Meta restrict paid promotion, and even billboard placements face strict zoning requirements. Yet the demand for cannabis products continues to grow, with the global market projected to reach $55 billion by 2027.

This creates both a challenge and an opportunity for dispensary owners. Those who master compliant, customer-focused marketing strategies can gain significant advantages in an increasingly competitive marketplace.

“It’s not enough to merely exist in the digital field; you must actively engage and attract your target audience,” notes one cannabis marketing expert. This engagement requires a multi-channel approach that balances regulatory compliance with effective customer acquisition.

I’m Stephen Gold, a cannabis marketing professional who has helped dozens of dispensaries implement three effective strategies for cannabis marketing to increase visibility, engagement, and revenue while navigating complex advertising restrictions.

Know your three effective strategies for cannabis marketing terms:
– cannabis community outreach
– dispensary event marketing
– dispensary promotional products

Why Is Cannabis Marketing Different in 2024?

Let’s face it – marketing cannabis isn’t like selling shoes or coffee. The industry operates in a unique space where the rules seem to change with the seasons, especially for our dispensary friends across New York City, Astoria, Long Island, and New Jersey. What works in one neighborhood might get you in hot water just across the bridge!

The good news? The global legal cannabis market is on track to hit a whopping $55 billion by 2027. The not-so-good news? Getting your slice of that green pie comes with some serious marketing problems:

• Federal laws still cast a long shadow over traditional advertising channels
• The digital giants (Google, Meta, Twitter) give cannabis the cold shoulder
• New dispensaries pop up faster than daisies in spring, cranking up competition
• While attitudes are shifting, some folks still raise an eyebrow at cannabis

As one of our Astoria dispensary clients put it: “Having amazing products is one thing, but telling people about them without stepping on regulatory toes feels like dancing through a legal minefield.”

A recent scientific study confirms what many dispensary owners already know – social media significantly influences cannabis perceptions and purchasing decisions, yet remains one of the most restricted marketing channels.

What are the biggest compliance problems right now?

The 2024 compliance landscape is tricky territory for cannabis marketers:

Age verification has become non-negotiable. Every marketing touchpoint needs proper age gates, ensuring you’re only reaching adults 21+. Billboard distance restrictions mean measuring tape and maps become marketing tools – with many states requiring cannabis ads to maintain 1,000+ feet from schools and youth centers.

The FCC broadcast ban keeps cannabis off traditional radio and TV, while platform Terms of Service turn social media into a compliance obstacle course. One Long Island client learned this the hard way when their Instagram account with thousands of followers vanished overnight after an innocent policy misstep.

“It feels like playing marketing Jenga,” one client told us. “One wrong move and everything you’ve built comes tumbling down.”

How do evolving laws shape strategy selection?

The cannabis regulatory landscape shifts like sand under our feet:

Major rescheduling hearings on the horizon for 2024-2025 could completely rewrite the federal advertising rulebook. Meanwhile, state expansions continue their march forward, with seven new states potentially adding a staggering $33.7 billion to the market within three years. And don’t forget those local licensing requirements, which often come with their own marketing fine print.

This ever-changing environment means the three effective strategies for cannabis marketing can’t be set-and-forget. They require constant monitoring and adjustment.

A dispensary marketing director in New Jersey recently shared with us: “Yesterday’s brilliant campaign might be tomorrow’s compliance violation. We need marketing approaches that bend without breaking when the rules change.”

At The Gold Standard, we’ve made it our business to stay on top of these shifting regulations, ensuring our clients’ marketing efforts remain both powerful and compliant. Because in cannabis marketing, knowing where the boundaries are is just as important as knowing how to stand out within them.

1. Dominate Local Search & Reviews (Strategy 1 of the three effective strategies for cannabis marketing)

Local search optimization is arguably the most powerful tool in the cannabis marketer’s arsenal. With 97% of consumers using the internet to find local businesses and 78% of local mobile searches resulting in in-store purchases, appearing prominently in local search results is essential for dispensaries.

Local SEO focuses on optimizing your online presence to appear in location-based searches like “dispensary near me” or “cannabis store in Astoria.” The goal is to appear in Google’s coveted “Map Pack” – the three local businesses that appear with map locations at the top of search results.

A case study from one of our New York City clients reveals the power of local search: After implementing our local SEO recommendations, they saw a 42% increase in foot traffic within just three months, with 68% of new customers reporting they found the dispensary through a Google search.

What Makes Local SEO a Must-Have in the three effective strategies for cannabis marketing?

Local SEO is particularly valuable for cannabis businesses because:

1. Near-me intent signals high purchase readiness: When someone searches for “dispensary near me,” they’re typically ready to visit and make a purchase immediately
2. Map pack visibility drives foot traffic: Appearing in the top three map results can increase visibility by up to 700% compared to standard organic listings
3. NAP consistency builds search authority: Maintaining consistent Name, Address, and Phone number across all online directories signals legitimacy to search engines
4. It’s fully compliant with advertising restrictions: Unlike paid ads, organic search optimization doesn’t violate platform policies

As one SEO expert notes: “Local search is the closest thing to a silver bullet for cannabis marketing. It targets high-intent customers who are actively looking for what you sell, and it’s completely compliant with current regulations.”

For more information about optimizing your dispensary’s local presence, check out our Cannabis SEO Service.

How to Optimize Your Dispensary for the three effective strategies for cannabis marketing

Implementing an effective local SEO strategy involves several key steps:

1. Google Business Profile optimization:
2. Claim and verify your Google Business Profile
3. Select accurate primary and secondary business categories
4. Add high-quality photos of your storefront and interior
5. Update business hours, special holiday hours, and contact information regularly
6. Add products and services directly to your profile
7. Location-specific website pages:
8. Create dedicated pages for each dispensary location
9. Include local keywords in titles, headings, and content
10. Add embedded Google Maps on location pages
11. Include location-specific testimonials and offers
12. Local backlink building:
13. Get listed in cannabis-specific directories like Weedmaps and Leafly
14. Partner with complementary local businesses for cross-promotion
15. Sponsor local events and request backlinks from event pages
16. Review management system:
17. Implement a systematic approach to requesting reviews from satisfied customers
18. Respond promptly and professionally to all reviews, both positive and negative
19. Address concerns raised in negative reviews with solutions

One dispensary manager in Long Island shared: “We implemented a simple review request system where budtenders would hand out cards with QR codes linking to our Google review page. Within two months, we went from 23 reviews to over 150, and our local search visibility skyrocketed.”

Map Pack Listings	Standard Organic Listings
Include map location	Text-only listings
Show star ratings	No visual ratings
Display hours and contact info	Limited business information
44% of local searches click here	Lower click-through rates
Mobile-friendly format	Less prominent on mobile

2. Engage Audiences on Social Channels—Compliantly

Let’s face it—social media feels like walking through a minefield for cannabis businesses. One wrong post and poof—there goes your account! But here’s the good news: these platforms still offer incredible opportunities when you know how to steer them properly.

Social media remains a powerful tool in our three effective strategies for cannabis marketing toolkit. While you can’t directly promote your products, you absolutely can build a vibrant community around your brand. The secret? Value-driven content that educates and entertains rather than sells.

Video content is particularly magnetic in this space. With projections showing video will make up a whopping 82.5% of all web traffic in 2023, platforms like Instagram and YouTube become invaluable channels for telling your brand story—when used compliantly, of course.

“The brands that succeed on social media don’t sell products—they sell lifestyle, education, and community,” explains one of our cannabis social media specialists who’s helped dozens of New York dispensaries build thriving online presences.

Which Social Platforms Matter Most for Dispensaries?

Not all social platforms are created equal when it comes to cannabis marketing. We’ve found through working with dispensaries across New York, New Jersey, and Long Island that certain platforms deliver significantly better results.

Instagram continues to reign supreme for cannabis brands. Its visual nature makes it perfect for showcasing your dispensary’s aesthetic, team culture, and educational content. Stories and Reels offer engaging ways to connect with your audience without explicitly promoting products. One of our Astoria clients doubled their foot traffic after implementing a consistent, compliant Instagram strategy.

Niche cannabis networks like Leafwire and CannaSOS might have smaller audiences, but they often deliver higher engagement rates from dedicated cannabis enthusiasts. These platforms typically have more flexible content policies, making them valuable additions to your social strategy.

TikTok presents growing opportunities despite its strict policies. Educational content about cannabis history, science, and cultivation can perform exceptionally well when properly age-gated. We’ve seen dispensaries successfully use TikTok to explain terpene profiles and cannabinoid effects without ever showing actual products.

YouTube allows for longer-form educational content with somewhat more flexible policies than other platforms. One Long Island client created a popular “Cannabis 101” series that built their reputation as local experts and drove significant store visits.

For more guidance on building a compliant yet effective social presence, check out our Social Media Management: Cannabis-Compliant Methods.

How to Stay Compliant While Growing Reach

Building a social media presence that won’t get shut down requires walking a careful line. Here’s how our most successful clients manage it:

First and foremost, avoid direct sales language. This means no prices, no “buy now” messaging, and no direct product promotion. It sounds limiting, but it actually pushes you toward more creative—and often more effective—content strategies.

Instead, focus on education and storytelling. Share the fascinating science behind cannabinoids, explain terpene profiles, or dive into cannabis history and culture. As one dispensary owner in Queens told me, “When we stopped trying to sell products and started teaching people about cannabis, our engagement skyrocketed—and so did our sales.”

User-generated content can be pure gold when handled properly. Encourage customers to share their experiences (within compliance guidelines) for authentic engagement. Just be sure to moderate carefully and provide clear guidelines to your community.

Working with compliant influencers who understand platform restrictions can amplify your reach dramatically. We’ve found micro-influencers with 5,000-25,000 followers often deliver better ROI than larger accounts, especially when they’re genuinely passionate about cannabis education.

Always implement strict age-gating using all available platform tools. This isn’t just about compliance—it demonstrates your commitment to responsible cannabis advocacy.

One approach that works beautifully is what we call the “80/20 rule”: dedicate 80% of your content to education and lifestyle, with just 20% focused on subtle brand awareness. This balance builds engagement while minimizing compliance risks.

A social media success story from one of our Astoria clients illustrates this perfectly: By focusing on behind-the-scenes content featuring their cultivation process and staff expertise, they grew their Instagram following from 1,200 to over 15,000 in just six months. The result? A 35% increase in store visits and a reputation as the most knowledgeable dispensary in the neighborhood.

For more insights on creating compelling narratives that connect with your audience, check out this article on why storytelling wins in marketing.

3. Build Loyalty Through Email & Community Outreach

I’ve seen it time and again with our dispensary clients – finding new customers is important, but keeping your existing ones coming back is where the real magic happens. The numbers don’t lie: it costs anywhere from 5 to 25 times more to attract a new customer than to retain someone who’s already walked through your doors. That’s why the third pillar of our three effective strategies for cannabis marketing focuses on nurturing those valuable relationships.

Email marketing has emerged as a particularly powerful tool for dispensaries, and for good reason. About 70% of cannabis consumers actually prefer receiving promotions via email – they’re checking their inbox anyway, and it feels less intrusive than texts or calls. Plus, your email list is something you own completely – no platform can suddenly change the rules or shut down your account overnight, which happens all too often with social media.

“Our email list saved our business when our Instagram account was suspended without warning,” one of our New York dispensary clients told me recently. “We had spent years building that social following, but our email subscribers stayed with us through the transition.”

Why Email Beats Paid Ads for ROI

The return on investment for well-executed email campaigns is frankly astonishing. Studies consistently show returns of $44 for every $1 spent, which blows most other marketing channels out of the water. For cannabis businesses facing advertising restrictions, email marketing offers several unique advantages:

You maintain complete creative control over your messaging without worrying about platform restrictions. Your emails are a direct line to customers who’ve already shown interest in your brand.

The ability to use targeted segmentation lets you speak directly to specific groups based on their purchase history or preferences. A customer who regularly buys edibles doesn’t need the same message as your concentrate enthusiast.

Automation capabilities mean your marketing keeps working even when you’re not. Welcome sequences for new customers, birthday offers, and post-purchase follow-ups can all run on autopilot once set up properly.

Perhaps most importantly, email gives you clear performance metrics to track. You can see exactly who opened your message, which links they clicked, and what purchases resulted – no more guessing if your marketing is working.

One of our Long Island clients saw this after we helped them implement a segmented email strategy with personalized product recommendations. Their repeat purchase rate jumped by 28%, and their average order value improved by an impressive 41%. Those aren’t small numbers when you’re running a dispensary with tight margins.

If you’re looking to build effective email campaigns for your dispensary, check out our Cannabis Email Marketing Services for compliant solutions that actually convert.

How Community Outreach Turns Customers into Advocates

While digital connections matter, there’s still nothing quite like face-to-face community engagement to build lasting loyalty. These real-world interactions transform casual customers into passionate advocates who bring their friends through your doors.

“Our community cleanup events have generated more positive word-of-mouth than any digital campaign we’ve ever run,” shared one dispensary owner in Astoria. “People remember when you show up for the neighborhood.”

Educational workshops have proven particularly effective. Hosting sessions on topics like medical cannabis benefits, cooking with infused ingredients, or understanding terpene profiles positions your dispensary as a trusted resource rather than just a retail outlet. One of our New York City clients runs monthly workshops that consistently attract 30-50 attendees. Their data shows these participants spend 42% more annually than other customers and are nearly four times more likely to refer friends.

Local volunteering creates positive associations with your brand while making a real difference. Whether it’s organizing community cleanups, food drives, or support for unhoused neighbors, these activities showcase your values in action.

Strategic sponsorships of local arts, music, or cultural events help integrate your dispensary into the community’s fabric. These partnerships build goodwill while reaching potential customers in organic settings.

Collaborative partnerships with complementary local businesses can extend your reach. We’ve helped dispensaries partner with yoga studios, wellness centers, and even local restaurants for cross-promotional events that benefit everyone involved.

The power of these community connections extends to word-of-mouth marketing, which remains marketing’s gold standard. Research shows that 92% of consumers trust recommendations from friends and family above any other form of advertising. When someone raves about their experience at your dispensary, that carries far more weight than any ad ever could.

At The Gold Standard, we’ve seen how combining targeted email marketing with authentic community engagement creates a loyalty loop that keeps customers coming back while bringing new faces through your doors. As part of our three effective strategies for cannabis marketing, this approach builds sustainable growth even in a highly regulated industry.

Track Your Results & Sidestep Common Mistakes

You’ve implemented the three effective strategies for cannabis marketing, but now what? Without proper tracking, you might as well be throwing darts in the dark. The real magic happens when you measure what’s working and fine-tune your approach based on actual results.

I’ve seen too many dispensary owners get excited about flashy metrics that don’t translate to sales. One client in Astoria was thrilled about their growing Instagram following until we helped them realize those followers weren’t actually visiting their store. Talk about a wake-up call!

The most common tracking mistakes we see dispensaries make aren’t complicated – they’re just overlooked. Focusing on vanity metrics like social media followers feels good but doesn’t pay the bills. Failing to connect online activity to in-store visits means you can’t truly know which efforts are worthwhile. Many dispensaries also fall into the trap of not testing and optimizing campaigns regularly, and perhaps most dangerously, overlooking compliance monitoring.

As one of our marketing directors candidly shared: “We were spending thousands on tactics that looked good on paper but weren’t driving actual sales. Once we implemented proper tracking, we found our email campaigns were generating 3x the ROI of our social media efforts.”

What Metrics Prove Your Strategies Are Working?

For each strategy in your cannabis marketing toolkit, certain numbers tell the real story:

When it comes to Local SEO & Reviews, pay attention to your Google Business Profile views and actions. Are “near me” searches finding you? How many website visitors are coming from local searches, and are they converting to store visits? Review quality matters just as much as quantity – fresh, positive reviews signal trust to both Google and potential customers.

For Social Media, engagement runs deeper than likes. Comments, shares, and saves indicate your content resonates with your audience. Track your click-through rates to see if social followers become website visitors, and ultimately, store customers. Notice which content types perform best and double down on those formats.

With Email & Community efforts, open and click-through rates are just the beginning. Revenue per email tells you the actual value of your campaigns. For community events, track attendance but also post-event purchase behavior. Did attendees become loyal customers? Are they referring friends? These connections create compounding returns.

A monthly review of these metrics gives you a clear picture of what’s working and what needs adjustment. No strategy should remain static – the cannabis market moves too quickly for that.

For deeper insights into marketing measurement, our Cannabis Digital Marketing services can help you establish the right framework.

How The Gold Standard Helps You Stay Ahead

I won’t sugarcoat it – implementing the three effective strategies for cannabis marketing while managing a dispensary is challenging. At The Gold Standard, we take the guesswork out of the equation for dispensaries across New York City, Astoria, Long Island, and New Jersey.

We don’t believe in one-size-fits-all solutions. Your location, customer base, and business goals are unique, so your marketing strategy should be too. We develop custom strategies that align with your specific situation and budget.

The regulatory landscape shifts constantly, which is why our team monitors compliance issues religiously. The last thing you need is a marketing campaign that triggers regulatory scrutiny or platform penalties.

Our approach is built on data-driven optimization – we track what matters, adjust based on performance, and continuously refine to maximize your return. We also ensure cross-channel integration so your local SEO, social media, and community efforts amplify each other rather than existing in silos.

One of our New Jersey clients put it perfectly: “Working with The Gold Standard transformed our marketing approach. Instead of scattered, hit-or-miss efforts, we now have a cohesive strategy that drives measurable results while staying fully compliant with state regulations.”

By embracing these three effective strategies for cannabis marketing with a methodical, measured approach, your dispensary can build lasting competitive advantages – even as more players enter the field.

Frequently Asked Questions about Cannabis Marketing Strategies

How do I pick the right marketing budget for a dispensary?

Figuring out your marketing budget doesn’t have to be complicated. Most thriving dispensaries I work with invest between 3-9% of their annual revenue into marketing efforts. If you’re just opening your doors and don’t have established revenue figures yet, I typically suggest starting with at least $2,500-5,000 monthly to properly implement the three effective strategies for cannabis marketing.

When it comes to dividing up your marketing dollars, think of it like this: about half (40-50%) should go toward your Local SEO and review management since that’s where most customers will find you. Dedicate roughly a quarter (25-30%) to building your social media presence in a compliant way. The remaining quarter (20-25%) works best for email campaigns and community building efforts, with a small portion (5-10%) reserved for testing new approaches.

I’ve noticed something interesting with our clients in New York and New Jersey – those who commit to investing 7-8% of revenue into their marketing consistently see returns of 3-5 times their investment. As your business grows, your marketing budget should naturally grow alongside it for maximum impact.

Can I run paid ads for cannabis on Google or Meta?

Let’s be honest – it’s complicated! The major platforms (Google, Facebook, Instagram, Twitter) still prohibit direct cannabis product advertising. However, there are some creative workarounds that stay within the rules:

Brand awareness campaigns can work well when they focus on your dispensary name and atmosphere without explicitly mentioning cannabis products. I’ve seen clients have success with educational content promotion that discusses cannabis benefits generally without pushing specific products.

Some dispensaries have found success with CBD-only advertising, as hemp-derived CBD faces fewer restrictions on some platforms. Others work with cannabis-friendly programmatic advertising networks that can place your ads on mainstream websites.

Just remember that platform policies change frequently – what works today might need adjusting tomorrow. At The Gold Standard, we keep a constant eye on these shifting policies so our clients don’t have to worry about sudden account shutdowns.

What’s the fastest way to see ROI from these three effective strategies for cannabis marketing?

While all three effective strategies for cannabis marketing deliver strong returns, they operate on different timelines – kind of like planting different types of seeds in your garden.

For quick blooms (30-60 days), focus first on email marketing to your existing customers. One of our Astoria dispensary clients implemented our email strategy and saw a 24% jump in repeat visits within just 45 days! Their email marketing ROI hit an impressive 380% by the end of the first quarter.

Google Business Profile optimization and review management also deliver relatively quick wins. I’ve seen clients significantly increase their visibility within weeks just by properly setting up their profile and implementing a simple review collection system.

Medium-term growth (60-120 days) comes from improving your local SEO, building social media communities, and developing loyalty programs. These take a bit more time to mature but create stronger foundations.

Longer-term strategies (120+ days and beyond) include comprehensive website SEO, brand authority building, and developing deep community connections. These require patience but ultimately create the most sustainable growth.

The truth is, the dispensaries that see the most impressive results take a balanced approach, implementing all three effective strategies for cannabis marketing simultaneously. This creates a powerful synergy where each channel supports and amplifies the others. While email might drive your initial results, the combination of all three strategies creates momentum that builds over time.

Marketing is ultimately about building relationships with your customers – and like any good relationship, it takes consistent effort and attention to flourish.