Advertising In The New Great White North


At long last, the good people of Canada have begun the worldwide charge towards a brighter future with the nationwide legalization of cannabis on October 17. With every legal milestone, of course, come more questions than answers—and the world of legal cannabis is no exception. There are the obvious concerns—what cannabis can be purchased and where? For how much? How can cannabis be grown and distributed? Many of these questions already have simple answers for producers and consumers alike, but there is one area of gray that is likely to persist—Advertising.

The good news is that Marijuana Marketing Gurus knows just how to help your company navigate the murky waters of cannabis advertising.



The landmark legalization of marijuana in Canada was, of course, a legal watershed moment, and as such brings with it a flood of lawyers and red tape. In addition to answering questions about who exactly can purchase and use cannabis, legal experts are also playing an important role in the future of cannabis marketing and advertising. Now that pot has been legalized, it will be sold by a variety of companies and brokers, big and small, with various rules governing how it can be advertised. The keys to questions about marijuana marketing all lie inside the Cannabis Act, which covers all the issues associated with Canadian legalization. This includes basic questions such as age-restrictions and cultivation guidelines. Of course, as with any legal document, it is long and convoluted. Which is why MMG read it for you!



The Cannabis Act states in no uncertain terms that “it is prohibited to promote cannabis,” despite legalization. But what does that mean? How can it be illegal to ‘promote’ something that was just made legal? As always the devil is in the details, and the Cannabis Act goes on to explain the ways in which cannabis can and cannot be marketed. Understandably, the law states that cannabis may not be sold “by doing so in a manner that it is reasonable to believe could be appealing to young persons.”

The Act goes on to say that no testimonials or endorsements may be used in the marketing of cannabis, including “by means the depiction of a person, character or animal, whether real or fictional”. Yes, it is true, for the time being, the cannabis industry will be without its own version of Tony the Tiger or Joe Camel. What the Cannabis Act will permit is an advertisement that is “informational”, and based upon “brand preference”. That is to say that cannabis companies can market their products using factual information about their goods. So what is the difference between “informational” and “testimonial”. No one quite knows yet, which is why Marijuana Marketing Gurus is here for you.



We are all still at the very beginning of the long and winding road towards the future of cannabis sales and marijuana digital marketing. Now is the start of a long battle between government lawyers, cannabis companies and the general public over just what Canadian dispensaries and companies will be able to pursue when it comes to marketing their products. As you can see by the wording of the Cannabis Act, much of the language about what can and cannot be advertised is vague. For right now, companies will push the envelope until they receive pushback from lawsuits and from the state. Already there are plenty of cases of celebrity endorsement of the Canadian cannabis industry that would appear to violate advertising regulations. Sooner or later, these cases will wind up in court where precedents will be set, and the cannabis marketing business will move in one direction or the other. Until then, we are all living in the Wild West, but MMG is here to help lead you down the trail.

Want The Best ROI? Focus On Email Marketing

Every business wants the best ROI. Marketing practices are pretty much always about maximizing this return on investment. How can you generate the most sales leads at the lowest cost? What will make the biggest impact on potential customers without breaking the bank? Well, it’s becoming clear that email marketing produces the best ROI out of all possible marketing channels. If you want the best ROI, you need to focus on email marketing.

Does email marketing really give the best ROI?

Put simply: yes! More email marketing equals a better return on investment. According to an eMarketer study, email marketing has a median ROI of 122% – four times higher than any other digital marketing channel. The majority of marketers say that email marketing offers an excellent or good ROI. Email has consistently proven to be the best marketing channel for businesses, and 75% of online shoppers are somewhat or very likely to open brand emails. Email marketing is the most effective way to get a strong ROI.

Why else should you be doing more email marketing?

We know that email marketing produces the best ROI of all marketing channels. But, it’s important for many other reasons too. For one, email has the widest reach. It can be easy to assume that social media is bigger, but there are three times more email addresses than Facebook and Twitter accounts combined.


Customers also prefer to interact with brands via email, with 72% saying that email is their favorite way to receive promotional content from brands. Interacting with them in a way they enjoy is the best way to net customers and increase brand loyalty.

So how do you get email marketing right?

Email marketing is a great way to improve ROI, but not if you’re doing it the wrong way. Here are some top tips to get email marketing right for the best ROI:

  •   Get more subscribers by convincing website visitors to subscribe to your mailing list
  •   Target your emails by including the customer’s name and personalizing the email in line with their demographics (where they live, their gender, age, interests, and so on)
  •   Create professional, interesting, easily understandable emails
  •   Make sure your emails don’t end up in the Spam folder by avoiding too much capitalization or bad HTML
  •   Make your emails mobile-friendly so subscribers can read them on computers, tablets, and smartphones

You need to do more email marketing if you want to get the best ROI. If you’d like to learn more about using email marketing to improve your ROI, get in touch with MMG today.


Image vs Plain Text Emails: Which Method Will Work For You

Email marketing is the best way to reach your customers. 72% of consumers report that email is their favorite way to receive promotional content from brands and the reach of email marketing is wider than any other channel. However, the debate remains: are plain text emails or image-based emails better?

What’s the difference between image and plain text emails?

Image-based emails use HTML (HyperText Markup Language) and can contain, of course, images and more design elements. A plain text email, simply put, is one that just uses text without flashy design elements. Most email marketing platforms make their templates with HTML, so it isn’t difficult to create the elements for an image-based email. However, some email clients won’t accept HTML emails or automatically send them to the Spam folder.

Is plain text or image-based email better?

Did you know, 82% of marketers believe that content which contains images is more likely to be consumed? However, that doesn’t mean they’re right. Image-based, HTML-heavy emails may be more attractive but, they’re also more likely to get flagged by spam filters. Whereas, plain text emails are more likely to get in front of subscribers’ eyes because they are rarely flagged as spam.


HTML emails also use more bandwidth, and many email servers won’t automatically show HTML elements (images)  in emails. This means the receiver has to manually enable these elements to see them, which they may not willingly do. Meanwhile, plain text emails are likely to be opened as the subscriber can see every aspect of them right away. The best answer is to include a plain text alternative even if you’re sending HTML emails.

What about personalization?

Over 80% of marketers reported higher open rates thanks to email personalization, and 75% believe that it leads to higher click-through rates.

Personalizing your email campaigns can be incredibly helpful. It’s particularly important if you’re sending plain text emails. The more personalized your emails are, the more likely it is that receivers will engage with them, whether that means opening them, reading them, clicking through to your website, or even making a purchase.

Personalized plain text emails will generally include, at a minimum, the subscriber’s name. They can also include further personalization, based on the subscriber’s location, age, gender, occupation, previous purchases, or click-through activity. The more of these elements that you include, the more likely that subscribers will open your emails and engage with them.  

Plain text is an important complement to image-based HTML emails and they can also work well on their own. If you’d like to find out more about using image-based and plain text emails, get in touch with us at MMG  to find out more.

Why You Need an SSL Certificate on Your Site

If you don’t have an SSL certificate on your website yet, it’s time to start planning to get one. That’s because Google will soon begin penalizing sites that don’t have one by marking them as not secure—which will surely keep many safety-conscious customers from making purchases from your site. If you’re not up to date on the need for an SSL certificate, here’s what you need to know.

An SSL Certificate Keeps Your Customers Safe

SSL stands for Secure Sockets Layer, and it’s the best way to create an encrypted link between a server and a web browser so any information passed between the two is private. This is critical for sites that accept sensitive information from customers, such as passwords and credit card numbers. So if you run a blog, you don’t necessarily need an SSL certificate to protect customers. But if you plan to sell anything—including cannabis products—online, you need this protection.

It Can Protect Your Business

Websites that don’t have an SSL certificate are easy targets for cybercriminals, which means your site is more likely to be hacked. When you run an ecommerce site, this could spell disaster for your business. Not only could any private information on your website get out, but your company’s reputation could suffer if any customers are affected. You can avoid all this by obtaining an SSL certificate.

It Can Improve Your Customers’ Trust in Your Brand

Many people already don’t buy from websites that don’t have an SSL certificate. They can tell by checking the address bar. If it says HTTPS, it’s secure. But if it simply says HTTP, it’s not, and they often feel less confident about entering in their credit card numbers.

Recently, this became much more of an issue for website owners because once Google released Chrome v62, it became more obvious which sites have an SSL certificate—and which ones don’t. That’s because Google now marks the ones without this certificate as “not secure.” This applies to any type of website where users can provide feedback—even if it’s only through a search box—but it’s especially important for ecommerce sites to take note of this update.

If you want a simple way to protect your customers and website as a whole while also building trust in your brand, get an SSL certificate. This will allow you to compete with other marijuana brands with confidence.

If none of this makes sense to you, don’t stress. Marijuana Marketing Gurus can help get you set up with an SSL certificate so you can rest easy knowing your site and your customers are safe. Simply contact us and we’ll light the way.


3 Influencer Marketing Trends to Watch in 2018

As marijuana marketing picks up steam across states with newly minted legalized cannabis laws, being up to date on digital marketing trends becomes ever more vital. The use of social media influencers is one way to attract new customers that you shouldn’t ignore. In the first quarter of 2017 alone, influencer marketing grew by 28 percent. More than half of marketers have a budget for influencers — but not all of them will be up to date on these trends for 2018. If you are, you’re already ahead of the game on January 1st.

1. A Demand for Meaningful Partnerships

Social media influencers have largely been deployed as a campaign tactic. A new product comes up, the brand finds someone trusted by their audience to promote it on Instagram, and then the campaign ends at some point. In 2018, brands will be better served to build a long-lasting, authentic relationship with their influencers. Likewise, influential marketers are being contacted so often that they may demand more meaningful contracts and relationships with the brands they love.

2. More Fake Influencers

Unfortunately, a side effect of influencer popularity will likely be an increase in frauds in 2018. Users can buy a million followers to appear trusted and influential when in reality they have very little impact in your industry. When you’re choosing an influencer, it will be more important than ever to vet them for the number of interactions they earn and any articles/other sponsorships they’ve earned.

3. Integration of Multiple Influencer Strategies

Another way influencer strategies will expand in 2018 is brands will have to integrate different related tactics. In the past, a brand might get away with a single celebrity influencer. Moving forward, you will need to combine micro- and macro-influencing strategies. Different influencers for different target markets help you amplify your brand and build better relationships with consumers.

Cannabis marketing is having its moment, and you can seize it by riding current influencer trends. Marijuana advertising strategies should be integrated, authentic and partner with credible influencers if you want to make a mark. With a team of influencers on your side, you might be surprised how much your brand recognition can skyrocket overnight.

Not sure how to get influencers behind your brand? Let the experts at Marijuana Marketing Gurus help get your products in the hands of the people who can take your brand to the next level.

5 Ideas to Help You Increase Your Website’s Conversion Rates

You’ve successfully managed to get visitors to your website. Now you just need to convince them that your company has something worthwhile to offer, and turn those visits into more conversions. Following a few smart tips will help you do just that.

Keep It Simple

Few things can deter a site visitor faster than a complicated website or long-winded form field. Site visitors want a simple and straightforward online user experience. Paring your email opt-in subscription form down to the essential will make it that much easier for visitors to get on board and become subscribers. According to Inc., you should aim to make your sign-up process 30 seconds or less.

Be Actionable

With all the information on your site, it may be challenging for visitors to decipher what is or is not a call-to-action. It should be easy for visitors to figure out what they can do to engage with your product or service. Actionable verbs like “click,” “sign-up” or “visit,” gives potential clients the incentive to act. Your landing page is a great place to put a call-to-action.

State the Benefits

To you, the benefits of your product or service are clear. However, for someone new to your site, your content is the best opportunity to learn what you have to offer. Explaining the benefits of your product or service in clear and concise terms, ideally as a solution to an existing problem will help you turn a skeptic into a customer.

Use Testimonials

You could have a game-changing product or service, but if your site fails to inspire trust, no one will be willing to give it a try. Testimonials from those who have used your product can go a long way towards convincing someone who may be on the fence about making a purchase. Similarly, any association you have with well-known brands, influencers or media outlets should also be prominently showcased on your site to help establish trust.

Visuals Are Worth a Thousand Words

It’s no secret that people respond well to visual stimuli. Why try to convince someone that your product or service is worth their time and money when you could just show them? Use photos or better yet, video, to demonstrate exactly what your company can do and you’re sure to increase your sale conversion rate.

Increasing your conversion rate may seem like an uphill task. But once people are on your site, you’re already done a lot of the heavy lifting. Implementing a few additional strategies will help you improve your conversation rate and generate sustainable growth and revenue.
Stay tuned to Marijuana Marketing Gurus for more helpful insights and marketing tips.

Content Marketing Vs. SEO: What Is the Difference?

It’s easy to confuse SEO and content marketing as people often speak about them as if they are interchangeable. While they are distinct online marketing techniques, they do complement each other. Here is how they are different and how, together, they can produce the best marketing results.

What Is SEO?

SEO means search engine optimization. It refers to the process of getting organic traffic from ranking well in the search engine results pages, or SERP. You need to optimize your content or website in a way that will make the search engines rank them well in the SERPs. The main ways to rank well in the SERPs are having a good keyword strategy and many backlinks from relevant websites.

Keywords refer to the words people type into search engines to find information on various topics. So if someone types in “medical marijuana dispensary” in the search engine, “medical marijuana dispensary” is the keyword and the sites that pop up are those that rank well for the red widget keyword.

Backlinks refer to a link to a website from another website. So Site A links to Site B, the link on Site A is a backlink for site B. The more relevant backlinks you have, the higher you will rank in the search engines. The combination of excellent keywords and relevant backlinks help websites rank high in the SERPs.

What Is Content Marketing?

Content marketing is an inbound marketing technique that involves producing content that is then distributed across the web promoting the original business to a sea of potential customers. It is one of the most effective online marketing techniques and can yield excellent results over the long term.

The content created can take on many forms. Blog posts, ebooks, infographic, videos, and whitepapers are all content types that work with content marketing. The distribution channels can be anything from social media platforms, forums, email to other blogs and websites. The more content you create, and the better you promote it, the better your results from content marketing.

How SEO and Content Marketing Work Together

SEO is the foundation for great content marketing. You don’t have to optimize the content you create for your content marketing strategy for the search engines, but the question is, why wouldn’t you? As you promote the content via various channels, organic traffic from search engines still delivers the best ROI of all traffic generators except for email marketing. Highly optimized content also performs better on social networks, as many of them act as search engines as well. The better your SEO, the more successful your content marketing efforts.

Is Tapping into the CBD Market for You?

The marijuana market is getting more and more attention. Broad recreational use laws have been passed in seven states and the District of Columbia, making it legal to own and sell in these areas. Additionally, 29 states, including those with recreational use, have approved broad-use medical marijuana. This more accepting culture and the shift in regulations has also brought CBD oil into the forefront. As a non-psychoactive substance, CBD oil is often advertised as legal to sell in all 50 states. It’s also experiencing rapid growth in the marketplace, making it an area that is ripe for investment as long as you understand the challenges ahead of time.

The Health Benefits of CBD

Cannabidiol, also known as CBD, has been the subject of several recent peer-reviewed studies. Combined with tons of anecdotal evidence, the overwhelming impression is that CBD can offer significant health benefits. The fact that marijuana has been approved for medical use in more than half the country helps lend credence to the belief that CBD also has medical uses. Given that CBD is derived from the industrial hemp plant and does not have any psychoactive components, CBD oil can be used for patients that are otherwise not good candidates for marijuana.

The Dark Side of CBD Sales

With this sudden expansion in the CBD market and availability of high-quality hemp plants to extract the oil, the market has exploded. Like any sudden growth industry, new entries will face their share of challenges. The biggest challenge you will face is your supply line. Becoming a CBD retailer is fairly straightforward, but obtaining quality product can be a challenge. CBD oil is only legal in all states when it comes from industrial hemp plants, but these plants contain less CBD than marijuana plants. Industrial hemp plants naturally contain no more than 0.3 percent THC, the psychoactive component of marijuana. Marijuana plants often contain more than 10 percent. The distinction between industrial hemp and marijuana plants is what allows retailers to sell hemp oil products. A significant market segment wants to be sure that their CBD oil is completely THC-free, so knowing where the oil comes from and where it is legal to sell is important.

Growth Projections

Even with the sometimes hazy legality and difficulty obtaining pure products with a clear production line, CBD represents a large market with explosive growth potential. Some projections expect the market to grow by 700 percent in less than three years. With that kind of potential return, CBD might be exactly the invest you’ve been looking for.
Already in the market?  Let the gurus help grow your business and brand awareness.  Contact one of our experts today!

Ideas for Your Editorial Calendar

Everyone knows content is king, but many marketers struggle to keep it organized. After all, you need content for everything from your blog to social media accounts. If you constantly have new content ideas popping up, it’s time to stop scribbling them on scraps of paper and start using an editorial calendar instead. This handy marketing tool is a great place to keep a list of any content you want to publish so you know exactly when you plan to post it. This way, you see any gaps in your upcoming content schedule, at which point you can plan to create or curate more content. As you set up your editorial calendar, here’s the type of content it should include.


Email marketing requires you to strategize so you’re not randomly sending emails, and an editorial calendar can help. For example, if you need to send emails one week before launching a new product or service, you can add that content to your schedule so it goes out on time.

Business Blog Posts

Having a blog for your business helps you get found by both search engines and consumers. That’s because blog posts provide the perfect opportunity to update your site frequently, which search engine crawlers reward. Plus, high-quality blog posts can get the attention of consumers looking to be entertained or learn something new, which increases the odds they’ll be back. But to get these results, you need to post consistently, and an editorial calendar will make it easy for you to ensure that you have content ready on a regular basis.

Social Media Content

Once you update your blog, it’s time to promote your latest post through social media. If you want a simple way to post a link to your updated blog, strategically schedule social media posts using your editorial calendar. So, if you write a blog post on Monday morning, your calendar will note that you need to add a post on social media to promote it the same day. This functionality is important when you have several social media accounts to keep track of.

Additional Types of Content

Email, blogs, and social media may be the main types of content most businesses use, but your editorial calendar doesn’t have to stop there. You can also use it to keep track of any other content you produce, including white papers, case studies, e-books, and webinars.

Basically, your editorial calendar should include anything you need to post regularly for your business. If you have any questions about managing your calendar or content marketing in general, contact a local marketing agency to make sure you’re on the right track.

Why Content is Still King for Cannabis Companies

Marijuana marketing is filled with fads. Remember when every brand needed to be on Vine? Remember when memes seemed like the next great idea? Fads come and go, but core marketing principles tend to stand the test of time.

For instance, one marketing idea that still holds true today is the mantra, “Content is King.” It’s easy to see why.

Last year, 73% of B2B marketers reported satisfactory results from their content marketing. Whether or not your marijuana business should be using content marketing isn’t really a question anymore. The real question is how do you create marijuana content marketing that actually works?

Why Does Content Marketing Work?

To truly understand why content marketing works, it’s important to understand why other digital marketing trends fail.

Back to memes for a second. When an obscure or narrow brand creates a meme to promote their business, they think they are joining a conversation and getting in on a joke with potential customers. At best, this kind of messaging ends up being ignored. At worst, it is mocked on websites like Reddit.
It’s not just that these efforts are corny. They fail to address a need, a question, or a worthwhile benefit to using your brand. Effective content marketing does all of that and more.

Content provides consumers with substance, something they can take home with them and associate with your product or service. It educates, inspires, motivates, and converts by creating and expanding on a prospect’s genuine interest.

Using Content to Get Ahead in 2017

The beauty of content marketing is that it’s never too late to get started. Everyday, millions of people go online to look for new information. Are you getting your share of this massive pie? There are several ways to do this, but below are the most effective methods.

Awareness Stage

One of the most common content marketing errors is mistaking prospects for leads. Don’t jump the gun and tell someone to buy your product before they even know they need it! The following styles of content are ideal for creating awareness and opening the door for new clients.

  • Blogs: Today, and in the future, a blog is an essential asset for any brand looking to do business online. Not only are they a must for SEO, a well-populated blog gives both your sales team and customers a library of helpful information. It creates opportunities to answer consumer questions while guiding them directly back to your product or service.
  • Infographics and Visuals: Informative blog content is a key asset for reaching awareness-level prospects. Without the right visuals, however, it just might fall by the wayside. Colored visuals increase willingness to read your messaging by 80%. Content with relevant imagery gets viewed 94% more often than content without it. Infographics get shared 3x more often than any other type of content. If you expect your long-form content to find life on social media, you’ll need distinctive imagery to help your brand cut through the clutter.
  • Video Content: It’s official: people love video. In fact, it’s anticipated that 74% of all web traffic in 2017 will be from video. Taking a blog or an infographic and repurposing it for a short newsfeed video is a fantastic way to get your audience’s attention and drive them towards your brand.

Lead Generation

Just because a consumer is aware of their problem doesn’t mean they’re ready for the hard sell. First, use informational content that speaks more directly to the potential relationship between you and the consumer, and then let them decide for themselves.

  • Case Studies: Few things sell your brand better than a good success story. A well-composed and strategically-delivered case study positions your service as the solution to the customer’s problem and can have leads knocking on your door instead of the other way around.
  • eBooks: What if you could generate a list of qualified leads AND make a preliminary sales pitch all in one go, without having to make a single cold call? Writing a short eBook gives prospects a no-obligation incentive for giving you their email address, and warms them up to your service or solution in the time between the download and future communication.
  • White Papers: Even though its audience is more narrow, a quality white paper can illustrate expertise, thought leadership, and brand superiority in a way simple ads and blogs might not. Incorporate these into your email marketing strategy and into your social channels to reach both industry influencers and potential customers.

Creating Content That Stands Out

In a sense, anyone can create content. But effective content requires a strategic approach. It takes more than just knowing your business and your clientele: it requires marketing expertise, creative ability, and a team of like-minded people to make your message stand out.

At Marijuana Marketing Gurus, we make it a point to know your business inside and out before we start creating. With an emphasis on strategy, design, and engagement, we create content that informs, delights, and converts leads into customers. Ready to see what effective content marketing can do for your business? Let’s get in touch.