Growing Green: Digital Marketing Strategies for NY’s Cannabis Industry

Marketing a cannabis business in New York (or anywhere in the U.S., really) is tough. With strict state rules and federal restrictions that prevent big companies like Google and Facebook from allowing paid cannabis ads, it can feel like you’re constantly facing uphill battles. But don’t let that get you down! There are still plenty of creative solutions and workarounds that cannabis businesses can use to succeed in the long run.

Know the Rules Before You Break New Ground

So first things first, you gotta know the rules of the game. Advertising cannabis isn’t like advertising anything else – Google and Facebook won’t touch it, and New York State has its own rulebook. You can’t target anyone under 21, and you definitely can’t make any health claims you can’t back up. It’s all about playing by the rules, but once you know them, you can get creative and find ways to work within them.

Social Media: It’s a Marathon, Not a Sprint

So, you can’t run ads on Instagram and Facebook, but that’s not a reason to ditch them completely. Social media’s still a great way to connect with the local community, so show them who you are and what sets you apart from the rest. Don’t be afraid to share the fun behind-the-scenes stuff with your team, post interesting content about your products, and show how you’re involved in the community. 

Consistency is key here… it might take longer than you’d like to build up a following and increase engagement, but once you do, it’s going to be much more effective for your growth than you realize. We all feel more inclined to give our business to people we feel like we know. Keep this in mind to connect with your customers and keep them coming back.

Be the Guru with Content Marketing

Content marketing can really help you stand out. Think about creating articles, infographics, and videos that answer your customer’s questions and solve their problems.

For example, you could make a “Beginner’s Guide to Cannabis” for people who are new to it. Or, you could film a quick video tour of your shop to show first-timers what it’s like. Thinking of yourself as the expert will help you realize how much you can educate your customers, and also helps them look at you as such. 

Email Marketing is still going strong

If you haven’t started building an email list yet, get on it! Email marketing is full of untapped potential for cannabis businesses because you own the channel – it’s not subject to any of the limits of social media.

Create a sign-up form on your website or in-store and offer a sweet incentive, like a discount or exclusive content. Then send out regular newsletters packed with value: product highlights, special deals, and other tidbits. Just remember to verify your subscribers are 21+ and include disclaimers where required by law.

Host Educational Events and Webinars

Hosting events – both in-person or online – will boost community involvement and help reach new customers.

Get creative with it: Think about offering a cannabis cooking class to pair strains with food that satiate the worst of munchies. You could also host wellness sessions that explore how cannabis can be part of a healthy lifestyle. It could even be something like hands-on workshops where people can learn to roll the perfect joint, or the best ways to infuse cannabis. Now that’s something I would be interested in.

Then you promote these events easily through your website, social media, and email. Consider partnering with local outlets or other small businesses to reach more people!

Tap Into Local Opportunities

Teaming up with local publications or community websites can be a great way to connect with an audience that’s already tuned into what’s happening in their area. Think about advertising in local magazines, sponsoring events that make sense for your business, or working with neighborhood organizations to get your name out there.

This approach not only helps you build trust but also shows that you’re community driven — a major win for businesses in close-knit areas like our good ol Capital Region.

Don’t forget to get involved. Sponsor local events, team up with non-profits, or organize volunteer days for your employees. People are more likely to support businesses that give back. Word-of-mouth and those personal built connections can be super effective & rewarding in the long run.

Final Thoughts

Marketing cannabis in New York might seem tricky, but it’s doable! You have to be creative, patient, and willing to change things up. The rules can be a pain, but they also push you to connect with your audience in a real, genuine way. If you start with just a few of these ideas and really commit, you can grow your business beyond just paid ads.

Need a hand? We got you! We’re a local agency with a history of creating awesome and effective strategies that connect your business with the right people. 

Check us out at fivetowers.us to get started!