Retargeting for Cannabis Brands: How and Why It Works

In the ever-evolving landscape of digital marketing, cannabis brands face unique challenges and opportunities. With the growing acceptance and legalization of cannabis in various parts of the world, the industry is booming.

However, due to strict regulations and societal stigmas, marketing cannabis products can be a tricky endeavor. This is where retargeting comes into play as a powerful tool for cannabis brands to connect with their target audience effectively.

In this blog, we'll delve into the world of retargeting and explore how and why it works wonders for cannabis brands.

Understanding Retargeting

Before we dive into the specifics of retargeting for cannabis brands, let's ensure we're on the same page regarding what retargeting actually is.

Retargeting, also known as remarketing, is a digital advertising strategy that involves targeting individuals who have previously interacted with your brand or website but didn't convert into customers. It's a way to re-engage potential customers and gently guide them back into your sales funnel.

Here's how it works: when a user visits your cannabis brand's website, a small piece of code (a cookie) is placed on their device. This cookie then enables you to display targeted ads to them as they browse other websites or social media platforms.

The goal is to remind them of your brand, rekindle their interest, and ultimately encourage them to complete a desired action, such as making a purchase.

Why Retargeting is Vital for Cannabis Brands

Now, let's discuss why retargeting is particularly vital for cannabis brands:

1. Navigating Strict Regulations

The cannabis industry is heavily regulated in many regions, with strict limitations on traditional advertising channels. This makes it challenging for cannabis brands to reach their audience through conventional means like TV, radio, or billboards. However, retargeting allows you to work within these constraints by targeting a specific, engaged audience online, without violating any advertising laws.

2. Building Trust and Awareness

Cannabis products often face skepticism and misconceptions due to their historical legal status and social stigmas. Retargeting allows you to gradually build trust and awareness among potential customers. By repeatedly exposing them to your brand and educational content, you can help demystify cannabis, showcase its benefits, and establish your brand as a credible source of information.

3. Customized Messaging

Retargeting enables you to deliver highly customized messages to different segments of your audience. For example, you can tailor ads based on the specific cannabis products or strains users have shown interest in on your website. This level of personalization increases the chances of converting leads into customers.

4. Maximizing ROI

One of the standout benefits of retargeting is its cost-effectiveness. Since you're targeting users who have already shown interest in your brand, the chances of conversion are higher, and your advertising budget is more efficiently spent. This results in a higher return on investment (ROI) compared to broad, untargeted advertising campaigns.

How Retargeting Works for Cannabis Brands

Now that we've covered the "why," let's dive into the "how" of retargeting for cannabis brands.

1. Capture User Data

The first step in any successful retargeting campaign is to capture user data. When users visit your website, you can use tracking pixels or cookies to collect valuable information, such as:

• Pages They Visited: Tracking which specific pages a user visited on your website provides insight into their interests and intent. For instance, if a visitor spends a significant amount of time on pages related to CBD oils, it suggests an interest in those products. This data helps you tailor retargeting ads to promote the products or content that align with their interests.

• Products They Viewed: If your website features specific cannabis products, tracking the products users have viewed allows you to showcase those products in retargeting ads. This personalized approach reminds users of the products they showed interest in, increasing the likelihood of them completing a purchase.

• Items They Added to Their Cart but Didn't Purchase: This data is particularly valuable. When a user adds a product to their shopping cart but abandons it before completing the purchase, it indicates a high level of interest. Retargeting can remind these users about their abandoned cart, offering incentives or discounts to encourage them to finalize the purchase.

• Duration of Their Visit: Understanding how long a user stayed on your website can indicate their level of engagement. Users who spend more time on your site might be more interested in your offerings. You can use this information to prioritize retargeting efforts on engaged users who are more likely to convert.

• Exit Pages: Knowing which pages users exit your website from can reveal potential bottlenecks or issues in your conversion funnel. If users frequently leave your site from a particular page without taking the desired action, you can use retargeting to re-engage them and address any concerns or barriers that may be preventing them from proceeding further.

To capture this user data, you typically employ tracking technologies like cookies or tracking pixels. Here's a brief overview of how these work:

• Cookies: These are small pieces of code that are placed on a user's device when they visit your website. Cookies store information about the user's behavior on your site, including the pages they visit, products they view, and actions they take. When the user later visits other websites or social media platforms that participate in your retargeting program, these cookies allow you to display relevant ads to them.

• Tracking Pixels: These are tiny, transparent images embedded on your website's pages. When a user loads a page with a tracking pixel, it sends a signal back to your retargeting platform, recording that the user has visited that page. This data is then used to create personalized retargeting campaigns.

Capturing user data in a responsible and privacy-compliant manner is essential. It's important to inform users about your data collection practices through a privacy policy and, in some jurisdictions, obtain their consent before collecting and using their data for retargeting purposes. Respecting user privacy not only helps you comply with regulations but also fosters trust with your audience.

2. Define Retargeting Goals

• Completing a Purchase: This is one of the most straightforward and revenue-focused objectives. If a user visited your website, showed interest in your products, but didn't make a purchase, retargeting can aim to bring them back to complete the transaction. You can create retargeting ads that showcase the products they viewed or provide incentives like discounts or free shipping to encourage them to buy.

• Signing Up for a Newsletter: Building an email subscriber list is a valuable asset for any business. By encouraging users to sign up for your newsletter, you can maintain an ongoing relationship with them. Retargeting can remind users about the benefits of subscribing, such as receiving updates on new products, industry news, and exclusive offers.

• Watching Educational Videos: For a cannabis brand, educating your audience about the benefits, uses, and safety of cannabis products is crucial. You might have informative videos on your website that explain various aspects of cannabis. Retargeting can encourage users who initially showed interest but didn't watch these videos to come back and gain valuable knowledge.

• Reading Blog Posts: If your website features a blog with informative articles about cannabis, retargeting can guide users back to these resources. This can be particularly effective in debunking myths, providing insights into the industry, and showcasing your brand's expertise.

• Requesting More Information: Some users may be in the research phase and are looking for additional details before making a decision. Retargeting can encourage them to inquire about specific products, dosage recommendations, or any other information they may need to make an informed choice. Provide a clear call to action in your retargeting ads, such as "Request a Free Consultation" or "Get More Information."

By defining these objectives, you are essentially setting the desired actions you want users to take when they return to your website. Once you've established your objectives, you can tailor your retargeting campaigns accordingly:

• Ad Creatives: Create ad creatives that align with your objectives. For example, if the goal is to encourage purchases, showcase the products and promotions. If the goal is to get users to watch educational videos, use visuals or enticing descriptions that pique their interest in the content.

• Ad Copy: Craft compelling ad copy that communicates the benefits of taking the desired action. Explain why signing up for your newsletter, watching a video, or reading a blog post will be valuable for the user.

• Call to Action (CTA): Your retargeting ads should feature clear and enticing CTAs that guide users toward the intended action. Use action-oriented phrases like "Shop Now," "Learn More," or "Subscribe Today."

• Landing Pages: Ensure that the landing pages users are directed to after clicking on your retargeting ads are optimized to facilitate the desired action. If the objective is to complete a purchase, make the checkout process seamless and user-friendly.

By aligning your retargeting campaigns with well-defined objectives, you can measure their effectiveness more accurately and optimize them for better results. Additionally, this approach ensures that your retargeting efforts are in sync with your broader marketing strategy and business goals.

3. Segment Your Audience

Medical Cannabis Users:

• Segment Description: This segment comprises individuals who have shown an interest in medical cannabis products or content on your website. They may have browsed pages related to the health benefits of cannabis, dosage guidelines, or specific medical conditions that can be treated with cannabis.

• Tailored Messaging: Create retargeting ads that emphasize the therapeutic properties of your medical cannabis products. Highlight testimonials or case studies that showcase how your products have helped individuals with specific medical conditions.

Recreational Cannabis Enthusiasts:

• Segment Description: This group includes visitors who have engaged with content or products related to recreational cannabis use. They might have explored pages about different strains, consumption methods, or the recreational experience.

• Tailored Messaging: Craft retargeting messages that focus on the enjoyment and recreational aspects of your cannabis products. Highlight unique strains, flavors, or experiences that appeal to recreational users.

First-Time Visitors:

• Segment Description: First-time visitors are individuals who have recently discovered your website but may not be familiar with your brand or products. They might have spent time exploring introductory content or product categories.

• Tailored Messaging: For this segment, your retargeting ads should focus on introducing your brand and products. Consider offering incentives such as discounts for first-time buyers to encourage conversion.

Returning Customers:

• Segment Description: Returning customers have previously made purchases or engaged with your brand. They are already familiar with your products and have a positive history with your brand.

• Tailored Messaging: Your retargeting ads for returning customers can highlight loyalty rewards, exclusive offers, or new product releases. Acknowledge their previous interactions and express appreciation for their loyalty.

Each of these segments represents a distinct set of interests and needs within your target audience. By segmenting your retargeting efforts, you can:

1. Increase Relevance: Tailoring your messaging to each segment ensures that users see content and offers that are directly related to their interests, increasing the likelihood of engagement and conversion.

2. Improve Click-Through Rates: Relevant and personalized ads are more likely to be clicked on, driving more traffic back to your website.

3. Enhance User Experience: Users appreciate when brands understand their specific needs. Personalized retargeting efforts create a positive user experience and foster a sense of connection with your brand.

To implement audience segmentation effectively, you'll need to use your website analytics and retargeting tools to identify users' behavior and preferences. This data can help you categorize visitors into the appropriate segments.

As you refine your segmentation strategy over time, you'll gain deeper insights into what resonates most with each group, allowing you to continuously improve your retargeting campaigns and drive better results for your cannabis brand.

4. Craft Compelling Creative

Highlight the Benefits of Your Products:

• Explanation: Cannabis products offer a wide range of benefits, from pain relief to relaxation and beyond. Your ad creatives should clearly and concisely highlight these benefits. Consider what makes your products unique and how they can improve the lives of your target audience.

• Example: If you sell CBD-infused skincare products, your ad creatives might emphasize the potential benefits of reduced inflammation and improved skin health.

Address Common Misconceptions or Concerns:

• Explanation: Due to the historical stigma and misinformation surrounding cannabis, potential customers may have concerns or misconceptions. Your ad creatives can serve as a platform to educate and address these concerns. Provide accurate information and dispel myths to build trust.

• Example: If your brand offers THC-based products, you might create ad creatives that explain the difference between THC and CBD, as well as their respective effects.

Showcase User Testimonials and Reviews:

• Explanation: Authenticity is key in marketing, and user testimonials and reviews provide social proof of your product's effectiveness. Incorporate these into your ad creatives to build credibility and trust. Feature real customers sharing their positive experiences.

• Example: Include quotes or video testimonials from users who have benefited from your cannabis products, whether for medical or recreational use.

Use High-Quality Visuals That Adhere to Advertising Regulations:

• Explanation: Visuals play a significant role in capturing users' attention and conveying your brand's message. Ensure that your ad creatives use high-quality images or videos that are visually appealing. Importantly, adhere to advertising regulations specific to the cannabis industry, which may vary by location.

• Example: If you're advertising cannabis edibles, use professional photos that showcase the product's quality and packaging. Ensure compliance with regulations related to the depiction of cannabis products.

Emphasize Brand Values:

• Explanation: Your ad creatives should reflect your brand's values, mission, and commitment to quality. Consider what sets your brand apart from competitors and incorporate those values into your messaging and visuals.

• Example: If your cannabis brand is committed to sustainability and environmentally friendly practices, your ad creatives might feature imagery of eco-friendly packaging and emphasize your dedication to responsible sourcing.

Comply with Advertising Regulations:

• Explanation: The cannabis industry is subject to strict advertising regulations in many regions. It's essential to understand and comply with these regulations to avoid legal issues and fines. Ensure that your ad creatives adhere to local, state, and federal advertising guidelines.

• Example: Adhere to regulations regarding age restrictions, content restrictions, and disclaimers, which can vary significantly depending on your location.

Remember that the key to successful ad creatives lies in striking a balance between capturing attention and conveying essential information. Your ads should be visually engaging, informative, and compliant with relevant regulations. Testing and optimizing your ad creatives based on performance data will help you fine-tune your messaging and visuals to resonate with your target audience effectively.

5. Choose the Right Platforms

Google Ads (formerly AdWords):

• Audience: Google Ads is a versatile platform with a vast audience. You can use it to target users who have visited your website and performed specific actions, such as viewing product pages or abandoning their shopping carts.

• Benefits: Google Ads' expansive reach can help you retarget a broad audience. It's particularly effective for capturing users actively searching for cannabis-related information or products, as your ads can appear in Google Search results and on partner websites within the Google Display Network.

Facebook Ads and Instagram Ads:

• Audience: Facebook and Instagram are known for their extensive user bases, making them ideal for reaching a wide range of demographics. You can retarget users based on their interactions with your brand on these platforms or by using data from your website.

• Benefits: These platforms are excellent for visually appealing ad creatives and engagement-focused campaigns. You can use Facebook and Instagram retargeting to showcase products, share educational content, and connect with both medical and recreational cannabis users.

Twitter Ads:

• Audience: Twitter appeals to a more diverse and news-oriented audience. It's suitable for retargeting users who have shown interest in cannabis-related topics or have engaged with your brand on Twitter.

• Benefits: Twitter is a platform where you can join conversations and share timely updates. It's effective for retargeting campaigns that focus on industry news, events, or promoting specific products to an engaged audience.

LinkedIn Ads:

• Audience: LinkedIn is a professional networking platform, making it suitable for B2B cannabis brands. You can retarget users based on their job titles, company sizes, and industry-related interests.

• Benefits: LinkedIn is ideal for retargeting campaigns that target businesses, professionals in the cannabis industry, or organizations looking for cannabis-related solutions. You can use it to share thought leadership content, case studies, and industry reports.

When choosing the platforms for your retargeting campaign, consider the following factors:

Audience Demographics: Think about your target audience's age, interests, profession, and location. Select platforms where your audience is most active.

Campaign Objectives: Determine your specific goals, whether it's driving sales, building brand awareness, or educating your audience. Different platforms offer various ad formats and targeting options that align with these objectives.

Ad Creative Format: Consider the type of ad creatives you plan to use. Some platforms are more visual, while others are text-focused. Choose a platform that allows you to showcase your products or content effectively.

Budget: Each platform may have different advertising costs and bidding strategies. Factor in your budget constraints when selecting platforms.

Compliance with Regulations: Ensure that the platform you choose allows cannabis-related advertising and complies with local advertising regulations.

Ultimately, it's often beneficial to run retargeting campaigns on multiple platforms simultaneously, especially if you have a diverse audience. Be sure to monitor the performance of each platform and adjust your strategy as needed to optimize your retargeting efforts and achieve your campaign objectives.

6. Monitor and Optimize

Once your retargeting campaigns are live, it's essential to monitor their performance regularly. Track key metrics such as click-through rates, conversion rates, and cost per conversion. Use this data to make informed optimizations, such as adjusting ad frequency, refining audience segments, or testing different ad creatives.

Conclusion

In the world of cannabis marketing, retargeting emerges as a beacon of hope, helping brands navigate the challenges of strict regulations and societal stigmas. By harnessing the power of retargeting, cannabis brands can effectively reach and engage their target audience, build trust, and maximize their ROI.

As the cannabis industry continues to evolve, embracing innovative digital marketing strategies like retargeting is essential for staying ahead and making a meaningful impact.

Remember, retargeting isn't just about driving sales; it's about fostering relationships, educating consumers, and ultimately contributing to the de-stigmatization and normalization of cannabis in society. With the right approach, cannabis brands can leverage retargeting to create lasting connections with their audience and drive positive change in the industry.