Digital Cannabis Marketing is Key: Planning Your 2021 PR Budget

Whether we like it or not, 2021 will kick off with many of the same challenges as 2020. With that in mind, digital cannabis marketing is likely to continue reigning supreme.

As one of the first cannabis PR agencies in the United States, digital marijuana marketing is our bread and butter at NisonCo. Allow us to share with you a few big topics you should consider now while creating your public relations budget for 2021. 

Virtual Cannabis Conferences are Here to Stay in 2021

It’s hotly contested across academic and political spheres when exactly life will “return to normal,” but the estimate ranges vastly from April 2021 to 2024. In a normative year, a large part of our PR effort would be spent on in-person cannabis, CBD, hemp and psychedelic conferences — securing speaking engagements, creating supporting events and media, and of course networking. In 2021, we advise focusing those same efforts instead on virtual/digital conferences, webinars, panels and mixers while gathering in large groups remains unadvisable.
It’s time to apply and schedule 2021 digital trade shows now, so click here to check out our  Ultimate List of 2021 Cannabis, CBD, Hemp and Psychedelic Conferences and Expos and get started.

Programmatic Ads Allow Targeted Marketing

In 2019 — before the global COVID-19 pandemic forced an even harder digital shift — programmatic technology already accounted for transacting 83.5% of all display advertising dollars in the United States. Marijuana programmatic advertising is poised to be one of the single-greatest digital marketing advantages for the cannabis industry this decade.
Cannabis compliance policies create hurdles state-to-state in the realm of marijuana digital marketing, just as it does in the areas of banking and print/radio/television advertising. Programmatic marijuana advertising makes working around cannabis compliance manageable and affordable. An additional benefit is being able to precisely target consumer audiences that are potentially interested in using your product and/or service, thus generating sales while saving time and money.

SEO Should Be Woven Into All Content Created

When you weave SEO strategy into blogs, social media posts, newsletters, etc., it means that content is doing double-duty: acting to engage consumers while also driving traffic to your website by targeting certain keywords/phrases. Those keywords/phrases in turn help rise your company toward the top of search results seen by consumers.

Realistically as a cannabis, hemp, CBD, psychedelic or ancillary company you should be considering a separate budget entirely for SEO optimization in 2021. Luckily, we’ve written this handy previous blog post to help you on that journey: 3 Key Questions for Planning Your 2021 SEO Budget.
Here’s also 4 SEO Tips for Cannabis Companies, which provides great marijiuana marketing strategies for getting organic results on the big-name search engines like Google.

Need help with your PR campaign?

Is this all sounding like too much to do? The NisonCo team is here to help you develop a cannabis, CBD, hemp or psychedelic PR strategy in an ever-changing industry and world. Our top-notch cannabis communications agency can help with everything from securing marijuana PR coverage in traditional media outlets to SEO optimization.

A PR strategy is only as good as its ability to adapt in a changing environment. We have a proven track record of helping industry leaders craft communications that matter by setting news trends and taking advantage of existing ones. Click here to contact NisonCo today to begin putting our expertise to work developing targeted cannabis, hemp, CBD or psychedelic communications for your brand.

Marissa Smith is a writer and researcher at NisonCo who travels endlessly and questions tirelessly. She is passionate about food, foraging, puzzling and adventuring.