From Clicks to Customers: How to Drive Sales Through Cannabis Digital Marketing

The cannabis industry is growing at a rapid pace, with legal sales projected to surpass $50 billion by 2027. However, marketing cannabis products online comes with unique challenges, including advertising restrictions, compliance issues, and platform bans.

So, how do you turn clicks into customers in such a highly regulated market? The answer lies in strategic digital marketing, focusing on content marketing, SEO, and conversion rate optimization (CRO). In this guide, we’ll break down a full-funnel approach to drive more traffic, generate leads, and boost cannabis sales.

1. Understanding the Cannabis Marketing Funnel

A marketing funnel represents the customer journey from awareness to purchase. It typically consists of:

🔹 Top of Funnel (TOFU) – Awareness stage (education, content marketing, social media)
🔹 Middle of Funnel (MOFU) – Consideration stage (SEO, email marketing, customer engagement)
🔹 Bottom of Funnel (BOFU) – Decision stage (website optimization, conversions, retargeting)

By optimizing each stage, you increase the chances of converting website visitors into loyal customers. Let’s break down how cannabis businesses can optimize their digital marketing strategy at each stage.

2. Top of Funnel (TOFU): Attracting Potential Cannabis Customers

At this stage, potential customers are looking for information, education, and entertainment—not necessarily ready to buy. The goal here is to attract organic traffic and build brand awareness.

🔥 Content Marketing: The Key to Attracting Traffic

Content marketing is essential for cannabis brands because paid ads are restricted on platforms like Google, Facebook, and Instagram. Instead, focus on:

✔️ Educational Blogs – Cover topics like strain benefits, dosage guides, cannabis laws, and industry news.
✔️ Video Content – Short-form videos (Instagram Reels, TikToks) and long-form (YouTube, WeedTube) for engagement.
✔️ Infographics & Guides – Shareable, easy-to-digest content that educates customers.
✔️ Podcasts & Interviews – Collaborate with cannabis influencers and experts.

Example: A dispensary could publish a blog titled “Indica vs. Sativa: Which One is Right for You?”, driving organic search traffic while positioning itself as a cannabis expert.

💡 Pro Tip: Use tools like Google Trends to find trending cannabis topics.

🔥 Social Media: Building Community & Brand Awareness

While Facebook and Instagram restrict direct cannabis promotions, you can still use these platforms to organically engage your audience.

✔️ Create Shareable Content – Memes, lifestyle posts, strain reviews.
✔️ Use Community Engagement – Join Reddit forums, Facebook groups, and Twitter Spaces.
✔️ Leverage Influencer Marketing – Partner with cannabis educators, reviewers, and micro-influencers.

Example: A cannabis brand can post “POV: You Just Found the Perfect Strain for Netflix & Chill” as a TikTok video, sparking engagement and shares.

💡 Pro Tip: Follow #WeedTok, #CannabisCommunity, and #420Life on social media for trending discussions.

3. Middle of Funnel (MOFU): Driving Consideration & Engagement

Once potential customers are aware of your brand, the next step is engagement and trust-building. This is where SEO, email marketing, and personalized content play a huge role.

🔥 SEO: Optimizing for Cannabis Search Traffic

Since Google Ads restricts cannabis promotions, the best way to rank online is through Search Engine Optimization (SEO).

✔️ Keyword Research – Use tools like Ahrefs, SEMrush, and Ubersuggest to find cannabis-related search terms.
✔️ Local SEO – Optimize your Google My Business profile to rank for “dispensary near me” searches.
✔️ On-Page Optimization – Use cannabis-friendly keywords in blog posts, product descriptions, and metadata.
✔️ Backlinks & Guest Posts – Partner with cannabis blogs and directories to increase domain authority.

Example: A dispensary in Missouri can optimize its website for “best dispensary in Springfield, MO”, driving local search traffic.

💡 Pro Tip: Write long-form blog content (1,500+ words) since Google prioritizes in-depth content.

🔥 Email Marketing: Keeping Your Audience Hooked

Email marketing is one of the few digital channels where cannabis brands can freely promote products.

✔️ Build an Email List – Offer discounts or exclusive content in exchange for sign-ups.
✔️ Segment Your Audience – Personalize emails based on customer preferences (e.g., medical vs. recreational users).
✔️ Automate Follow-Ups – Use tools like Mailchimp for abandoned cart reminders.
✔️ Use Storytelling – Share customer experiences, product spotlights, and strain recommendations.

Example: A cannabis e-commerce store can send an email with the subject “🔥 New Hybrid Strains Just Landed – Try Them Before They’re Gone!” to increase repeat purchases.

💡 Pro Tip: The best email subject lines are short, urgent, and personalized (e.g., “Sarah, Here’s Your Perfect Strain Match!”).

4. Bottom of Funnel (BOFU): Optimizing for Conversions & Sales

At this stage, customers are ready to buy, but your website and checkout process must be optimized to reduce friction and boost sales.

🔥 Conversion Rate Optimization (CRO): Maximizing Sales from Website Visitors

Your website should:
✔️ Load Fast – 53% of visitors leave if a website takes longer than 3 seconds to load.
✔️ Have Clear CTAs – Buttons like “Shop Now” or “Find a Dispensary” should be easily visible.
✔️ Use High-Quality Product Images – Show strains, edibles, and accessories in detail.
✔️ Have an Easy Checkout Process – Reduce steps and offer multiple payment options.
✔️ Include Customer Reviews – Build trust with testimonials and user-generated content.

Example: A dispensary website that automatically recommends products based on past purchases can significantly increase repeat sales.

💡 Pro Tip: Use relevant tools to see where users click on your website and optimize pages accordingly.

🔥 Retargeting: Bringing Back Interested Customers

If customers visit your website but don’t complete a purchase, retargeting can bring them back.

✔️ Use SMS & Push Notifications – Send time-sensitive deals or strain drops.
✔️ Launch Loyalty Programs – Reward repeat customers with discounts and exclusive access.
✔️ Implement Exit-Intent Popups – Offer a limited-time discount before they leave the page.

Example: If a user views a CBD product but doesn’t buy, send an email saying “Still Thinking About It? Here’s 10% Off!” to encourage conversion.

💡 Pro Tip: Use cart abandonment emails to recover lost sales (they convert at 8-10%!).

Final Thoughts: Turning Clicks into Cannabis Customers

Driving cannabis sales through digital marketing requires a full-funnel approach:

🔹 Top of Funnel: Create engaging content and build brand awareness through social media & blogs.
🔹 Middle of Funnel: Optimize for SEO and email marketing to keep potential customers engaged.
🔹 Bottom of Funnel: Optimize website conversions, retarget visitors, and streamline the checkout process.

By implementing these strategies, your cannabis business can turn clicks into loyal customers—without relying on traditional paid ads.

🚀 Need expert cannabis marketing? Let 420 Marketeers help you grow your brand and boost your sales!