Cannabis Marketing Course

How to Build a Strategy That Actually Drives Revenue

Module 1: What is Cannabis Marketing?

"Cannabis marketing only works when you combine compliant reach, search visibility, and authentic consumer engagement."
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Module Summary: Cannabis marketing is the promotion of cannabis, CBD, and hemp-derived products while complying with strict state laws and platform restrictions. The strongest cannabis marketing strategies combine compliance, creativity, and omnichannel digital execution.

Cannabis marketing is the strategic promotion of cannabis, CBD, and hemp-derived businesses while navigating strict state cannabis advertising laws.

Because traditional ad platforms like Google, and Meta, restrict cannabis promotions, brands must rely on compliant, data-driven digital and brand-building tactics that create visibility, trust, and long-term customer growth.

Digital Marketing

SEO & GEO: Increase visibility across Google, YouTube, and AI search engines (SGE, ChatGPT, Perplexity) 

Content Marketing: Educate and build consumer trust

Social Media Marketing: Build brand presence and foster community

Email & SMS Marketing: Drive retention and repeat purchases 

Advertising: Reach high-intent audiences via programmatic advertising, X, and Google Ads to attract and convert

Brand & Engagement Marketing

Brand Storytelling & Influencer Marketing: Spark awareness, trust, and loyalty

Loyalty Programs: Increase LTV with personalized rewards and automated retention campaigns.

Events & Local Marketing: Foster real-world engagement and foot traffic

Public Relations (PR): Shape brand perception, gain media coverage, and build credibility

Guerrilla Marketing: Generate buzz through creative, unconventional campaigns

Yes, You Can Advertise Cannabis on Mainstream Channels!

Despite advertising restrictions, cannabis programmatic advertising allows cannabis businesses to run compliant ads on mainstream inventory like ESPN, New York Times, Barstool Sports, and across devices like:

• Mobile Display
• Digital out-of-home (DOOH) screens
• Connected TV (CTV)
• Native
• Online Video

By combining compliant, data-driven digital strategies with engaging consumer content, cannabis businesses can expand their reach, increase sales, and grow market share on the open internet.

Module 2: Build a Strong Cannabis Business Foundation

The foundation of your cannabis business determines how fast and how safely you can scale.
‍Summary: Every successful cannabis marketing strategy begins with a solid foundation, comprising a business plan, thorough competitive research, strict legal compliance, and a clearly defined target audience. Without this groundwork, neither paid nor organic channels will perform effectively.

Before investing money in advertising, you need a solid business marketing framework in place.

Cannabis Business Plan: Define your vision, financial model, and operational strategy. 

Explore our full Cannabis Business Plan Academy page and download the Cannabis Business Plan Template to build your own.

Cannabis Market Research: Analyze industry trends, competitors, and target demographics. 

Visit the Cannabis Market Research Academy page for step by step guidance and download the Competitor Analysis Template to complete your research.

Cannabis Target Audiences: Define your ideal customers based on data.

Visit the Cannabis Target Audience Academy page to learn how to segment, profile, and activate your highest value customers.

Cannabis Laws by State: Understand and comply with your state’s cannabis advertising regulations.

Visit the Cannabis State By State Advertising Laws page to see which platforms allow cannabis ads and review compliant strategies by state.

Module 3: Cannabis Branding and Storytelling

In cannabis, your brand is your moat — the one advantage competitors can’t copy.
‍Summary: Cannabis branding is the emotional and visual foundation of your business. It drives trust, differentiation, and engagement, especially in a crowded, highly regulated market where product loyalty and differentiation are lacking.

Once your business plan and compliance framework are established, focus on developing a strong cannabis brand identity and a robust digital marketing presence.

What are the key elements of a strong cannabis brand identity?

A strong cannabis brand identity consists of:

• Clear Brand Mission & Vision: Consumers connect with brands that stand for something, whether it’s sustainability, social equity, wellness, or innovation. Define what your brand represents.

💡Learn how to develop your cannabis mission and vision statements.

• Unique Brand Voice & Messaging: Are you edgy, educational, luxury, or playful? Your tone should be consistent across social media, ads, packaging, and customer interactions.
  
• Consistent Visual Identity: This includes logo design, typography, color schemes, and packaging aesthetics that make your brand instantly recognizable.
  
• Target Audience Alignment:  Your branding should speak directly to the lifestyle and values of your ideal customer.
  
• Product Differentiation: Whether it’s terpene-rich strains, microdosed edibles, or premium packaging, make sure your offerings stand out.
  
• Customer Experience & Loyalty: Strong branding is reinforced through exceptional omnichannel customer service, loyalty programs, and an engaged community.

💡 Pro Tip: Your brand is more than a logo, it's the emotional connection consumers have with your business.

This is a make-or-break moment for your business. learn everything you can about developing your Cannabis Branding in our Cannabis Marketing Academy.

Module 4: Cannabis Compliance & Advertising Regulations

In cannabis marketing, compliance is not a step; it is the operating system.
‍Summary: Compliance controls everything in cannabis marketing. Before running ads, posting content, or building funnels, it is essential to understand age-gating, state rules, platform restrictions, creative limitations, and geo-targeting.

Marketing cannabis products requires more than creativity; it demands compliance. Every state has its own rules, and every platform has its own restrictions. To advertise effectively and legally, you need to understand both.

We’ve broken down the safest, most effective digital strategies and which platforms allow cannabis ads.

🔗 Explore Our Guide To Cannabis Advertising Laws By State

In this guide, you’ll learn:

• What is LDA (legal drinking age) compliance
• What paid advertising channels are allowed in your state
• What is allowed on creatives by state
• Where you can and can’t advertise
• How to navigate LegitScript certification for CBD products wanting to advertise on Google and Meta
• Cannabis programmatic advertising rules, geo-targeting, and explicitly approved cannabis inventory.

Whether you're a cannabis dispensary, delivery service, CBD brand, or agency, knowing where you can advertise is just as important as how you advertise. Start there, then return to this guide to build a fully compliant, high-performing cannabis marketing strategy.

Module 5: Select Your Cannabis Tech Stack

Your tech stack determines the depth of your customer insight and the accuracy of your decisions.
‍Summary: A strong cannabis tech stack integrates your CRM, POS, eCommerce platform, analytics, loyalty, and SMS tools so you can target customers effectively, personalize messaging, and measure ROI across every channel.

The code is simple: cannabis tech is the growth engine. When your CRM, POS, eCommerce, analytics, loyalty, and messaging platforms work together, they unify customer data, enable precise targeting, and deliver personalized messaging across every channel. This connected stack powers agile campaign management, provides real-time insights, enables continuous optimization, and delivers a measurable ROI.

Core Components of a Cannabis Tech Stack

• CRM & Automation: Manage relationships, automate outreach, and personalize messaging across channels (e.g., Alpine IQ, SpringBig).
  
• POS & eCommerce: Handle transactions, inventory, and customer data while supporting online menus and orders (e.g., Flowhub, Dutchie).
  
• Analytics & Reporting: Track website performance with Google Analytics, and measure ad impact with DataJel’s Revenue Attribution, which connects campaign spend to actual sales and ROI.
  
• Loyalty & SMS Platforms: Drive repeat business with automated SMS campaigns and loyalty programs (e.g., High Rewards, SpringBig).
  
• Budtender Training: Educate staff on product knowledge, compliance, and customer service to achieve improved in-store outcomes.

💡 Pro Tip: Always choose a cannabis tech stack that can scale with your business. As you expand, you’ll need deeper customer insights and more robust engagement strategies.

One of the most important considerations is compliance. Since cannabis is highly regulated, any CRM or marketing platform must support opt-in messaging, age-gated content, and age-gating to avoid marketing to underage users.

👉 Top 10 Cannatech Companies To Watch This Year

Module 6: How to Build a High-Converting Cannabis Website

A high-converting cannabis website does not just display products — it drives sales.
‍Summary: Your website is the heart of your digital ecosystem. It must load fast, convert quickly, establish trust, adhere to compliance rules, and seamlessly integrate with your POS and eCommerce systems.

A high-performing cannabis website does more than display products; it drives traffic, engages visitors, and converts them into loyal customers. To succeed, your site must be visually appealing, easy to navigate, mobile-friendly, search engine and AI optimized, and fully compliant with industry regulations.

Whether you're a dispensary or cannabis brand, your website should reflect your unique selling proposition (USP) while providing a seamless user experience from first click to checkout.

Key Elements of a High-Converting Cannabis Website

• SEO + AI Optimized Product Pages: Include high-quality images, rich product descriptions, cannabinoid/terpene profiles, and reviews to drive traffic and convert.
  
• Mobile-Friendly Design: Ensure your site is responsive and loads in under 3 seconds to accommodate the majority of mobile users.
  
• Clear Calls-to-Action (CTAs): Guide visitors to convert with clear prompts like “Shop Now,” “Find a Dispensary,” or “Join Our Loyalty Program.”
  
• Seamless Navigation: Organize menus and categories to help users find products, promotions, and educational content with minimal clicks.
  
• Trust Signals: Build confidence with verified reviews, security badges, COAs, compliant messaging, and transparent policies.
  
• eCommerce & POS Integration: Sync your online store with in-store operations using platforms like Alpine IQ or Dutchie to improve online order accuracy and inventory management.

💡 Pro Tip: A cluttered website kills conversions. Keep your design clean, highlight your best-selling products, and test different layouts to see which designs convert best.

Module 7: Cannabis Audience Targeting & Segmentation‍‍

The brands that win know their customers better than their competitors do.
‍Summary: Cannabis consumers vary widely in intent, behavior, and motivation. Effective marketing requires segmentation, personalization, and data-driven audience building across all channels.

From daily users to wellness-first microdosers, not all cannabis consumers behave or buy the same. Successful brands tailor their messaging, creative, and offers to meet each segment’s unique needs and motivations.

To truly connect with cannabis consumers, you need to go beyond broad demographics and understand why people buy — their habits, motivations, behaviors, and triggers. Behavioral insights (shopping frequency, product affinity, discount sensitivity), content engagement (education vs lifestyle), and purchase patterns (category switching, bundle behavior, high LTV SKUs) allow you to segment your first-party data with precision and personalize your marketing. 

• Key Cannabis Audience Segments
  Identify your major consumer groups in your POS data. What is your data telling you about your customers? Are they wellness seekers, recreational users, medical patients, connoisseurs, category loyalists, etc.
  
• Personalization Across Channels
  Adapt creative, messaging, and offers in email, SMS, ads, social, and in-store based on purchase history, category preference, and shopping frequency.=
  
• First-Party Data for Retargeting
  Retarget current customers based on real behaviors, such as abandoned menu views, category affinity, purchase patterns, and lapsed-customer timelines.

💡 Pro Tip: Not everyone who uses cannabis is your target customer. Learn how to find, build, and activate the segments that align best with your brand goals in our Cannabis Target Market Audience Academy.

Module 8: Cannabis Advertising (Paid)

Paid advertising enables cannabis businesses to gain scale, reach, and generate predictable demand.
‍Summary: Compliant cannabis advertising enables you to reach verified 21+ audiences across display, video, CTV, DOOH, native, and search channels. Programmatic is the only fully scalable paid channel available to cannabis operators, and search ads are possible for certain CBD and dispensary categories with the right compliance setup.

Cannabis Programmatic Advertising 

Programmatic advertising is the most powerful and scalable channel in cannabis because it can reach verified audiences across every device and format — including mobile, desktop, CTV, DOOH, and native — while openly displaying cannabis products and dispensary messaging. 

Unlike other mainstream platforms that force brands to soften or hide what they sell, programmatic media allows fully compliant cannabis creative on premium inventory like ESPN, NYTimes, Barstool, gaming apps, and lifestyle apps. It also delivers deeper attribution than any other paid channel, connecting impressions to sales, foot traffic, and revenue with far greater accuracy.

Compliant Programmatic Channels for Cannabis

You can advertise compliantly across all of these channels.

• Display Ads: Banners and responsive ads across websites and apps

• Online Video (OLV) Ads: Video ads in-stream or within web content
• Connected TV (CTV) Ads: Streaming ads on smart TVs and OTT platforms
• Digital Out-of-Home (DOOH) Ads: Digital billboards and transit displays

• Native Ads: Seamlessly integrated into content feeds and articles
• Audio Ads: Played on music platforms, podcasts, and smart speakers
• ‍Rich Media Ads: Interactive ads with engaging, expandable features

💡 Pro Tip: Unlock the full potential of cannabis ads with our Cannabis Programmatic Advertising Guide, packed with strategies and tips to supercharge your digital marketing!

Cannabis Google, Bing & DuckDuckGo Ads

Yes, cannabis and CBD businesses can run Google Ads —with the correct compliance in place. Search ads help capture high-intent traffic from users actively looking for cannabis products or dispensaries near them. Use Responsive Search Ads with keywords like "dispensary near me" to appear in local search results.

Want broader reach? Performance Max campaigns run across YouTube, Gmail, Maps, and the Google Display Network (GDN), while Bing Ads and DuckDuckGo offer less competitive, lower-cost search ad options.‍

LegitScript Certification for CBD Search Ads

Google and Bing legally allow paid search ads for hemp-derived topical CBD products when the advertiser is LegitScript certified. This certification verifies product compliance, manufacturing standards, labeling accuracy, and legal distribution. 

Once approved, CBD brands can run high-intent campaigns targeting users actively searching.

Learn more about Cannabis SEM here:

• Google Ads for Dispensaries
• Google Ads Tips
• Maximizing Google Ads with Machine Learning
• Dispensary Search Ads

Meta & X Advertising

Meta (Facebook & Instagram):
Allows topical hemp-derived CBD with LegitScript certification. Ads must be age-restricted, educational, and free of medical claims.

X (Twitter):
One of the only major platforms allowing THC and CBD ads. Targeting includes interests, keywords, and geo-signals.

💡 Pro Tip: Programmatic provides scalable reach. Search captures high intent. Social platforms require strict compliance. Most brands perform best when they use programmatic as the engine and search/social as precision layers.

Module 9: Cannabis SEO (Organic)

Cannabis SEO compounds, your investment grows even when your ads are turned off.
‍Summary: SEO is the most reliable, cost-effective channel for cannabis growth. It drives local traffic, eCommerce sales, brand visibility, and high-intent search results without ad restrictions.

Cannabis dispensary SEO is the backbone of any long-term cannabis marketing strategy. With ad restrictions across major platforms, ranking in search results is one of the most reliable and cost-effective ways to reach new customers and drive eCommerce revenue. While it often has a higher upfront investment, the value of SEO grows over time, unlike paid ads, which stop delivering results the moment they're turned off.

Key SEO Strategies for Cannabis eCommerce and Dispensaries

On-Page SEO

• Optimize product pages with keyword-rich descriptions, images, and reviews.
• Use clean, SEO-friendly URLs and proper heading structures.
• Include alt text for all images.

Local SEO

• Set up and optimize your Google Business Profile (GBP).
• Target “near me” and city-specific cannabis keywords (e.g., “best dispensary in Denver”).
• Get listed on cannabis business directories like Weedmaps and Leafly.

Content Marketing

• Publish educational blogs (e.g., “Best cannabis strains for creativity”).
• Target long-tail keywords and frequently asked questions.
• Use schema markup to enhance your search snippets.
• Run content through AI to optimize for LLMs

Link-Building & Off-Page SEO

• Earn cannabis backlinks from blogs, directories, and media.
• Encourage customer reviews on Google and other platforms.
• Partner with local orgs or publishers for mentions and guest posts.

Technical SEO

• Ensure fast page load times and mobile responsiveness.
• Fix broken links and maintain clean internal linking.
• Use structured data/schema for dispensary, product, and review info.

💡 Pro Tip: SEO is not a one-and-done task. Monitor rankings, update content regularly, and refine based on Google Analytics and Search Console data.

📈 Did you know? At many dispensaries, over 30% of revenue comes from e-commerce sales, making SEO and local search visibility essential to success.

‍For detailed guidance, check out the following resources:

• Cannabis SEO Marketing Academy
• Dispensary Website Design
• Cannabis e-Commerce SEO: How Dispensaries Can Drive Organic Traffic
• What You Need to Build a Marijuana Dispensary Website

Module 10: Social Media for Cannabis Brands

Social media is where cannabis brands become human.
‍Summary: Organic social media builds trust, community, and brand identity. With restricted paid placements, cannabis businesses must rely on educational, authentic, and platform-safe content to grow.

Even if you’re not ready to post on every platform, it's smart to reserve handles on Instagram, X (Twitter), Facebook, TikTok, LinkedIn, and YouTube. These platforms support community engagement, influencer partnerships, and, in some cases, compliant cannabis or CBD advertising.

Which social media platforms allow cannabis advertising?

• X (Twitter): Allows non-ingestible CBD and some cannabis ads with pre-approval.
• Meta (Facebook & Instagram): Becoming more CBD-friendly, but requires verification.

💡Learn everything you need to know about Cannabis Social Media Marketing here.

Explore related content for more insights:

• Navigating Twitter’s New Cannabis and CBD Advertising Policy
• Going Social: Should You Make a Dispensary TikTok Account?
• Instagram Fundamentals: Cannabis Hashtags to Use for Your Dispensary Posts
• Cannabis Business Social Networks: A Guide for Growing Your Social Media Strategy

Module 11: Organic vs. Paid Cannabis Marketing

Paid is fast but fleeting. Organic is slow but scalable. Turn paid off, and you’re invisible. Skip organic, and you never build lasting demand.
‍Summary: Cannabis businesses require both organic and paid marketing strategies. Paid provides immediate visibility, while organic channels build long-term growth that continues even when ad spend stops.

To grow your cannabis business, you need a strategic mix of paid and organic marketing. Paid channels drive quick visibility, while organic strategies build long-term authority and customer loyalty. A winning strategy blends both, aligned with business goals, audience behavior, and strict compliance guidelines.

And to make those channels work together, your cannabis eCommerce strategy needs a full-funnel marketing approach, guiding customers from awareness to consideration, purchase, and retention so every touchpoint drives measurable growth.

Why You Need Both Organic and Paid

Paid channels = demand acceleration

• Awareness
• Immediate reach
• New customer acquisition
• Geo-targeted awareness
• Rapid testing and optimization

Organic channels = scalability + retention

• Search visibility
• Brand authority
• Community engagement
• Repeat purchases
• Evergreen growth

A full-funnel cannabis marketing strategy aligns both to move customers from:

‍Awareness → Consideration → Purchase → Loyalty →Advocacy

💡 Pro Tip: The most effective cannabis businesses use paid to amplify performance and organic to sustain growth and trust. Check this out for a comprehensive guide on full funnel marketing to create a comprehensive digital marketing strategy.

How Paid and Organic Work Together

Paid and organic work best together. Paid fills the top of the funnel and drives short-term revenue, while organic turns that attention into durable traffic and long-term retention. Paid validates messaging quickly; organic compounds those wins over time. When ad spend pauses, paid ads stop immediately, but organic content continues to produce. Together, they drive predictable and measurable growth across the entire customer lifecycle.

How Do I Balance Paid Advertising & Organic Marketing for My Cannabis Business?

Balancing paid and organic marketing in the cannabis industry requires a strategic allocation of resources. Cannabis brands and dispensaries should plan budgets based on both immediacy and longevity.

How to Allocate Your Cannabis Marketing Budget:

50-60% Organic Marketing (Long-Term Growth)

• SEO and GEO optimization
• Content and authority building
• Social community development
• Email and SMS lifecycle marketing

40-50% Paid Advertising (Short-Term Traffic & Sales)

• Geo-Targeted Display Ads
• Programmatic (CTV, DOOH, Video)
• Search ads
• Local sponsorships
• Influencers

💡 Pro Tip: Paid marketing gets people in the door, but organic marketing keeps them coming back. The best dispensaries invest in both, then unify everything with attribution data to decide what actually drives revenue.

Module 12: Cannabis Marketing Attribution

If you can’t tie marketing to revenue, you can’t scale it.
‍Summary: Attribution connects your marketing spend to real-world outcomes like POS sales, ecommerce revenue, foot traffic, and customer lifetime value.

Want to know which marketing channels are actually driving sales? Revenue attribution helps you connect the dots between your campaigns and customer actions—across ads, SEO, social, email, menus, and in-store activity.

Most cannabis businesses rely on disconnected tools and incomplete reporting. True attribution connects impressions, clicks, visits, and purchases into a single, clear customer journey, enabling businesses to make informed decisions based on evidence, not assumptions.

Before changing your strategy, make sure your tracking is set up correctly. With tools like The MediaJel Platform’s DataJel Attribution Dashboard, you can see exactly what campaigns are driving sales and optimize campaigns for better results. 

Pixels added to your website and POS platform enable operators to measure real impact across retail and eCommerce, calculate CAC and ROAS accurately, and scale ad campaigns with confidence.

What Every Cannabis Operator Should Be Measuring

• ‍POS Sales Tied to Marketing Exposure: Understand which ads, channels, or touchpoints led to purchases
• ‍Multi-Touch Customer Journeys: Track how customers move through channels like display, Google, and organic search before making a purchase.
• ‍Incrementality (Exposed vs. Control): See what revenue would not have happened without marketing. This is how you separate “activity” from real impact.

Critical Cannabis Metrics

Every cannabis marketer should know:

• CAC (Customer Acquisition Cost)
• AOV (Average Order Value)
• LTV (Lifetime Value)
• ROAS (Return on Ad Spend)
• Retention rate
• New vs. returning vs. winback customers

By leveraging marketing attribution tools and models, cannabis brands can better optimize campaigns, allocate budgets effectively, and drive more efficient marketing strategies that align with customer behaviors.

💡 Pro Tip: If you want full-funnel attribution that ties marketing to real revenue, reach out to the MediaJel team, and we’ll walk you through the attribution platform we use for our clients.

Learn more about revenue attribution here:

• Budget Drain or Revenue Gain? Your Marketing Dashboard Holds the Answer: Revenue Attribution
• Cannabis Revenue Attribution Dashboard
• 53+ Key Performance Indicators (KPIs) for Cannabis Dispensaries

Module 13: Cannabis Email & SMS Marketing

Your email and SMS list is the only audience you truly own.
‍Summary: Email and SMS are the highest ROI channels in cannabis marketing. They drive retention, repeat purchases, segmentation, personalization, and predictable revenue.

Cannabis text message marketing (SMS)  and email remain two of the most effective channels for driving repeat purchases and building customer loyalty—especially in the cannabis industry, where paid ads are limited.

• Segmentation For Personalization
  Group your first-party customer data by purchase behavior, preferences, or location to send relevant, timely messages.
• Campaign Strategy
  Use cannabis SMS for flash sales, restock alerts, or loyalty rewards. Pair with email for longer-form content like newsletters or educational guides.
• Platform Compliance
  Choose a cannabis-compliant platform that supports opt-in messaging, age gating, and unsubscribe functionality.
• SMS Deliverability Tips
  Keep texts short, use clear CTAs, avoid flagged terms, and send during business hours to improve delivery and engagement.

💡 Pro Tip: SMS open rates can exceed 90%, but only if you're compliant. Ensure your list is opt-in, and your messaging provides genuine value. Check out more about cannabis SMS marketing here.

For more email marketing strategies and tips, explore this content:

• Cannabis Dispensary Email Marketing Academy
• Creating Cannabis Dispensary Emails Your Customers Want to Open
• Are You Getting The Most From Email Marketing?
• What Is CAN-SPAM & What Does It Mean for Digital Marketing?
• How to Build Your Dispensary Mailing List
• Dispensary Email Marketing: How to Write A Newsletter

Module 14: Cannabis Loyalty, Retention, and Word-of-Mouth Marketing

Cannabis growth is not about more customers; it is about better customers.
‍Summary: Loyal customers drive predictable revenue, lower CAC, and stronger LTV. Loyalty programs, reviews, referrals, and personalized communication build long-term growth.

Once you’re driving new traffic, the next step is turning one-time buyers into loyal advocates. Strategic loyalty and referral programs boost customer lifetime value (LTV) by rewarding repeat purchases, while review campaigns and referral incentives amplify word-of-mouth marketing. From points-based systems to VIP tiers and automated review requests, these tools build trust and drive long-term growth.

👉 Learn how to structure high-impact programs in our Customer Loyalty Academy and boost advocacy with our Word-of-Mouth Marketing Guide.

Module 15: Guerrilla Marketing, Events, and PR

When digital channels restrict you, creativity becomes your competitive advantage.
‍Summary: Offline tactics like events, sampling, experiential activations, and PR deepen community engagement and enhance brand visibility where digital restrictions are tight.

Guerrilla marketing uses bold, unexpected tactics to capture attention and leave a lasting impression—often without a big budget. It relies on creativity over spend, aiming to spark curiosity, drive engagement, and make your brand unforgettable through unique, on-the-ground experiences.

‍🚀Here are 5 Guerrilla Tactics Your Cannabis Dispensary Can Launch On A Budget.

Cannabis Industry Events

Not all business growth happens at the cash register. Attending cannabis events provides a valuable opportunity to make connections that could pay off down the road. At industry events, the focus shifts from immediate sales to building a network of trusted contacts and partners.

Customer-focused events, where you can provide samples and make sales, allow you to directly engage with potential customers, offering them firsthand experience with your products, which can foster brand loyalty and drive immediate sales.

Learn more about cannabis events here:

• Full Funnel Marketing: How to Marry your Cannabis Events with Your Digital Marketing Strategy
• How to Maximize In-Person Cannabis Expos and Events
• How to Host a Successful Cannabis Event

Cannabis Public Relations

Cannabis public relations (PR) is a powerful tool for building credibility, shaping your brand narrative, and fostering positive relationships with your target audience. Unlike traditional advertising, PR helps position your cannabis business as an industry leader through earned media, thought leadership, and authentic storytelling.

Want to learn more about Cannabis Public Relations, check out these resources:

• Impact Cannabis Audiences with Headline-Worthy PR Strategies
• Master the Art of Cannabis Public Relations

Module 16: Is Your Cannabis Marketing Strategy Working?

Growth comes from consistent optimization, not guesswork.
‍Summary: Use this 10-point audit to evaluate performance, identify gaps, and refine your cannabis marketing strategy across all channels.

Before you invest more time or budget, take a step back and assess what’s really moving the needle. Use this 10-point checklist to identify gaps, uncover opportunities, and ensure your cannabis marketing efforts are driving results across every channel.

10 Qs to Audit Your Cannabis Marketing Strategy

• Are your tactics effective across channels?
• Do you track KPIs for your tactics?
• Are you adapting based on analytics and insights?
• Is your messaging personalized and engaging?
• Are you building strong customer relationships?
• Is your branding consistent everywhere?
• Are you focusing on high ROI ad tactics?
• Are you compliant and ethical?
• Are your loyalty programs and communications transparent?
• Are you continuously optimizing marketing campaigns for ROI and growth?

If you said “no” to any of these, your Cannabis Marketing Strategy has room to grow.

Module 17: Ready to Turn This Strategy Into an Action Plan?

Strategy creates clarity. Execution creates growth.

You now have the full cannabis marketing blueprint. Use this course to train your team, build your marketing plan, or prepare to scale with expert support.

If you want help implementing this framework, explore our Cannabis Marketing Services to see how MediaJel runs compliant SEO, programmatic, and attribution-powered ad campaigns for dispensaries, delivery services, cannabis, and CBD brands.

Explore Cannabis Marketing Services here