Over the years SMS marketing has been the most effective way cannabis brands to feed customers through the funnel, but that has all changed now. In May 2021, several telecommunications companies began closing down access to cannabis companies and in June, some of the biggest SMS marketing tools announced that they could not industry because of SHAFT (sex, hate, alcohol, firearms, tobacco). ) rules.
That’s just another setback, due to a long series of disappointments about the growing and vibrant industry that consumers have taken over across all demographics, due to outdated taboos that are still reflected in government policies.
So what? Do hemp companies expect more cuts? And how can viewers who have worked so hard to move to new channels maintain their commitment and attraction to conversion? Here’s what you need to know.
SMS marketing: Achieving SHAFT
The CTIA is a self-regulating body of the wireless communications industry, which includes companies that offer SMS messages. SHAFT is an acronym for sex, hate, alcohol, firearms, and tobacco. Explains categories of text messages that cannot be sent based on law and morality.
Today, it also deals with any related issue marijuana / cannabis, vaping or CBD. SMS messages with words remotely tagged with the categories listed in the SHAFT section will be marked by providers and blocked by carriers.
Why are they doing this?
CTIA guidelines prohibit a wide range of products and services, including illegal substances. Although hemp and related products are legal in many states, not all states have decriminalized marijuana, and federal law still makes cannabis illegal.
Diversify your digital marketing
Closing SMS marketing is the latest barrier to the marketing of cannabis and related brands. Facebook, Google, Amazon, Snapchat and others were closed a long time ago. Until such companies, legislatures and governing bodies like CTIA start making changes, cannabis brands will have to double down on available channels.
There are still many ways for hemp and CBD brands to connect to the network and differentiate themselves from consumers. Here are five:
Start with your website
Your website should be at the center of all your marketing efforts. Political winds can change in any direction and policies can change and platforms like SMS can explode at any time. Your website, however, is the only asset you always control, a calm eye in the midst of any storm, so make it the focus of your marketing strategies. Product ads, customer feedback, expert feedback from your employees, latest news, social news, articles, and blog posts should be included on your website first.
Create organic hybrid content
Hemp brands grow on social media if you’re organic – stories, photos and videos posted from your brand profile and shared with fans. But don’t link to items on your website or use social media as an old school RSS feed. Mix, create new mixes and keep your content short, engaging and memorable. Are you releasing a new product? Show a customer and record their reaction and post a 5-second video on Twitter or TikTok. Pairing a strong content calendar filled with consistent community management and personality (responding to comments in real time, sending interactive stories, etc.) can be a great way to repeat the feeling of live SMS messaging.
Today, almost an industry in its own right, influencer marketing was huge in 2020 and is estimated to be worth $ 13-14 billion in 2021 by 2021. The reason for that? Badabil. If you don’t have a budget to take on a national snowboarding team, don’t worry. The use of various microinfluencers that are still building the audience is less expensive and often provides better and more lasting results.
Consider affiliate marketing
For some hemp / CBD brands, affiliate marketing produces excellent results. If you’re skeptical about affiliate marketing, think of them as agents who take commission instead of prepayments. This is especially effective if you have an important product presentation or want to expand your brand across multiple platforms.
Avoiding third-party platforms is still feasible for cannabis brands. Go directly to the most important websites like Civilized.Life, you can get your ads in the middle and in the middle without worrying so much about being unhappy about the products you sell.
Agencies use a variety of strategies to help our cannabis and CBD brands connect with their audience and grow their brands. There is never a single solution, but here are some key ones to take.
Be careful note
Shadow bans are still an issue in the case of hemp brands, although each platform has changed according to its tolerance level. Twitter is still fairly liberal, however, Facebook, Instagram and TikTok strictly adhere to cannabis-related content rules. You can currently use the hashtag “c * nnabis” on these platforms, for example, but the word “cannabis” itself will be removed or shaded.
Having an experienced hemp marketing consultant by your side is definitely an asset going forward. But if you’re only going to move forward, keep in mind that each platform changes as you follow the hemp rules. If too many messages are deleted or shadows are banned, you should expect your account to be banned sooner or later.
Before duplicating content campaigns:
- Review service terms and community guidelines frequently.
- Review what other brands are successfully doing on each platform.
- Note which tags and words can be used and which cannot.
- Keep up to date with your new content.
- Take out any content that does not reach the public.
Above all, don’t let it distract you from social media. It’s likely that your clients will be there and the rewards for investing time are excellent. Use carefully.