Social Media Savvy: Navigating Marketing for the Cannabis Industry

In this episode of Marketing That POPs, hosts Michele Ringelberg and Olivia Johnson of ThrivePOP are interviewed by Chad Franzen of Rise25 about crafting effective marketing campaigns for the cannabis industry. Together, they explore the founding story of ThrivePOP, how to establish a strong brand identity through social media, and the importance of client relationships.

Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.

Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.

Here’s a glimpse of what you’ll learn: 

• [1:55] The inception of ThrivePOP and Michele Ringelberg and Olivia Johnson’s expertise
• [7:06] How ThrivePOP develops and executes companies’ social media strategies
• [12:25] Maintaining a consistent brand voice across various social platforms
• [13:55] Considerations for marketing amid cannabis industry regulations
• [18:19] The importance of showcasing unique dispensary cultures
• [24:13] What sets ThrivePOP apart from its competitors?

In this episode…

When it comes to marketing, cannabis is an untapped industry, but the demand for these products has called for specialized social media and branding strategies. With strict government regulations surrounding these products, how can you adapt your marketing to comply with the restrictions and reach new customers?

More states are legalizing cannabis, attracting new consumer demographics to the space. Passionate cannabis marketers Olivia Johnson and Michele Ringelberg advocate for education across all aspects of cannabis marketing. This entails educating consumers about various product types and benefits and teaching cannabis business owners how to market to their customers without violating regulations. Rather than promoting specific products, an integrated marketing strategy involves promoting your brand’s distinct culture, voice, and personality on social media while utilizing emojis to comply with industry constraints.

In this episode of Marketing That POPs, hosts Michele Ringelberg and Olivia Johnson of ThrivePOP are interviewed by Chad Franzen of Rise25 about crafting effective marketing campaigns for the cannabis industry. Together, they explore the founding story of ThrivePOP, how to establish a strong brand identity through social media, and the importance of client relationships.

Resources mentioned in this episode:

• Michele Ringelberg on LinkedIn
• Olivia Johnson on LinkedIn
• ThrivePOP
• Marketing That POPs podcast
• Chad Franzen on LinkedIn
• Rise25 

Quotable Moments:

• "We're just here to provide tools and education."
• "We want to make sure what we're doing is relevant to the end user."
• "Our clients become our friends; they're texting us about their lives."
• "It's just so important for communication to meet regularly with clients."
• "It's about selling the lifestyle, and every dispensary's vibe is different."

Action Steps:

1. Establish a strong brand voice that aligns with your company's personality: Consistency in brand voice builds recognition and trust among your audience.
2. Know the legal landscape of your industry, especially if it's highly regulated: Staying informed about regulations ensures that marketing efforts remain compliant and effective.
3. Make education a cornerstone of your social media content: Educating your audience turns them from curious observers into informed customers.
4. Cultivate genuine relationships with clients beyond business transactions: Authentic connections foster loyalty and can elevate the effectiveness of marketing campaigns.
5. Regularly assess and celebrate your marketing results with clients: Recognizing successes motivates both your team and your clients while demonstrating your commitment to their growth.

Sponsor for this episode...

This episode is brought to you by ThrivePOP, the #1 cannabis marketing agency for B2B and B2C companies. 

We are a women-led team of strategists, graphic designers, social media specialists, and web developers who work with dispensaries and cannabis service businesses to implement marketing strategies in a regulated industry. 

ThrivePOP creates unique marketing campaigns to inspire, create, and grow cannabis-focused businesses.

To learn more, visit https://thrivepop.com/ or book a meeting with a dedicated marketing strategist at https://thrivepop.com/contact-us.