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Writer's pictureJovana Vranic

Guide to Cannabis Marketing in BC: Marketing Insights and Strategies

Updated: Nov 28

Photo by @ElsaOlofsson


Promoting the use of cannabis is strictly prohibited in Canada, so regulators encourage licensed producers to focus on robust brand strategy rather than product marketing. This puts pressure on new companies or those selling niche products.


Thankfully, the rising popularity of Cannabis 2.0 shows that most consumers have yet to align their loyalty to brands, and are eager to try innovative formulations. Overall retail trends don't necessarily reflect this, however, since distribution regulations complicate the relationship between cannabis brands and consumers.


In British Columbia, some 76% of consumers buying from the legal market get their cannabis at private retailers, but all sales originate from a single wholesaler, the Liquor Distribution Branch (LDB). Producers need to pay close attention to the LDB for the major role they play in marketing cannabis products.


BC's Unique Cannabis Market

Prior to legalization, the LDB announced its commitment to displacing the illicit market. Their strategy largely focused on sourcing a wide variety of high-quality products from as many licensed producers as possible.


This approach was meant to support retailers in customizing their assortment, but the LDB itself reports little trend variation between stores. The retail market clearly favours certain brands and products, and advocates are pushing for change.


The BC Craft Farmers Co-op (BCCFC) has criticized the BC government for shutting thousands of cannabis workers out of the legal market with overly stringent regulation, long bureaucratic procedures, and high licensing costs.


In a letter to provincial legislators, the BCCFC says the volume of inexpensive high-THC products available for wholesale "disadvantages small farmers in favour of the illicit market and the US-led companies that control most of BC's market."


The provincial government has launched several programs to better support local growers and processors through the licensing process to enter the legal market. However, the effects this may have on the market remain in question with the LDB still directing all distribution.


Appealing to the LDB

Though consumers may be interested in diverse product lines, craft cannabis brands, and local cultivators, the LDB ultimately steers BC's market towards government priorities.


Knowing this, here's what brands should know about winning favour with the provincial distributor:


● BC's illicit market offers a wide range of products at a low price, with higher cannabinoid content than most legal brands can provide. The LDB highly rewards producers who can compete with top-selling illicit products.

● Cannabis 2.0 is trending on the legal market, where it's heavily restricted. This may pull some consumers towards illicit products that are stronger, more flavourful, or better suit their needs. Brands that can support the LDB in displacing these illicit sales may look to lean into their craft with high-value edibles and concentrates.

● The LDB is informed by guidance from the provincial government and Health Canada. While BC legislators focus on tackling the province's significant illicit market, federal regulators largely prioritize public health. Brands considerate of consumer health, and marketing health- focused products are likely to perform well overall.

● Appealing to consumers is still a primary concern, so companies shouldn't shy away from developing new and groundbreaking cannabis products to propel the legal market.

As a BC-based company, Flow Scientific understands our province's long history with cannabis. When it comes to supporting our clients in the industry, we take a holistic approach to research product development that takes all of the local market's complexities into account.


How To Do Cannabis Marketing in BC

Cannabis marketing and advertising in Canada face strict regulations designed to ensure public safety and compliance. The Cannabis Act generally prohibits promotional activities that may influence young persons or present cannabis-related products in a way that evokes a positive or negative emotion.


In BC and across Canada, companies must balance innovative cannabis marketing approaches with strict compliance requirements to avoid penalties. Below are the latest digital marketing strategies to help succeed in the competitive cannabis market.


Build a Strong Online Presence


SEO is essential for dispensary marketing and cannabis marketing Canada. It helps a business rank higher on search engines, driving organic traffic to the site. Key SEO strategies include:


  • Keyword Research: Effective cannabis marketing begins with thorough keyword research. Focus on terms that the target audience uses, such as medicinal cannabis, cannabis products, and services related to cannabis.

  • On-Page SEO: On-page SEO involves optimizing elements on the website to improve search engine rankings. Relevant keywords should be used in title tags, meta descriptions, and headers to describe the content and attract clicks accurately. Additionally, creating informative and engaging content with naturally included keywords provides value to readers.

  • Off-Page SEO: To expand their reach, cannabis brands are collaborating across borders, sharing expertise and resources. Off-page SEO focuses on activities outside the website to improve rankings. Earning backlinks from reputable sites within the cannabis industry boosts the site's authority and trustworthiness. 


Using cannabis terpenes as a focus for keyword research and content can significantly improve a cannabis website’s search engine rankings and attract more organic traffic. Terpenes are crucial in differentiating cannabis strains, which makes them a key focus in cannabis marketing in BC. 


Leverage Social Media


Choosing the right social media platforms is crucial for effective cannabis advertising Canada. Each platform has its own rules and restrictions regarding cannabis advertising:


  • Instagram: Allows limited cannabis marketing. Direct promotion of cannabis products or sales is prohibited. Focus on educational content and high-quality images of products, behind-the-scenes videos, and infographics about the benefits and uses of cannabis.

  • Facebook: Does not allow ads promoting or offering the sale of THC products or drug-related paraphernalia. Non-ingestible and ingestible hemp products can be promoted in the US, Canada, and Mexico without certification. Use informational posts, educational videos, and community engagement content to navigate these restrictions.

  • Twitter: Permits some cannabis promotion in Canada with significant restrictions. Advertisers must be licensed by Health Canada and may only promote informational or brand-preference content. Content should include news updates, industry insights, and educational threads.

  • LinkedIn: Does not allow ads for recreational drugs, illegal products, prescription drugs, or any content that may be offensive or misleading.  Share professional articles, case studies, and industry reports.

  • Google Ads: Allows ads for topical, hemp-derived CBD products with THC content of 0.3% or less, provided advertisers are certified by Google. Ads for substances that alter mental state or facilitate recreational drug use are prohibited. Focus on product descriptions, informational articles, and educational landing pages.


Additionally, cannabis-friendly platforms like Weedmaps and Leafly offer more freedom for cannabis advertising and brand preference promotion. 


Hemp terpenes are becoming a significant component in the cannabis market. Exploring this topic can help BC brands appeal to health-conscious consumers seeking natural wellness products.


Email Marketing


Engaging email campaigns helps promote cannabis while complying with cannabis advertising laws:


  • Building an Email List: Add sign-up forms to the website to capture visitor information then offer incentives like discounts. Collecting email addresses during events and webinars by providing valuable informational promotion is also effective.

  • Compliance: To build positive relationships, ensure explicit consent from subscribers before sending emails. Provide an easy way for recipients to unsubscribe to comply with Canada’s Anti-Spam Legislation (CASL).

  • Campaign Ideas: Regular newsletters keep the audience informed about industry news, new product launches, and company updates. Inform subscribers about new products, sales, and special offers. Share educational content on health risks, cannabis act updates, and best practices to build trust and authority.


Influencer Marketing


Chosen influencers should have a genuine interest in cannabis products and a strong, engaged following. It's crucial that their content complies with cannabis regulations and does not evoke a positive or negative emotion about cannabis use.


  • Collaboration Strategies: Effective collaborations include product reviews, giveaways, and sponsored posts.

  • Measuring Success: Key metrics for tracking influencer marketing effectiveness include engagement rates, reach, and conversion rates. Analyzing these metrics helps determine the ROI of influencer campaigns and their alignment with cannabis marketing objectives.


Influencer marketing can leverage the concept of the entourage effect to promote cannabis products. Collaborating with influencers to explain the entourage effect can build credibility and attract consumers seeking holistic cannabis experiences.


Content Marketing


Content marketing is a vital component of cannabis marketing Canada. It allows cannabis brands to educate their audience, comply with cannabis regulations, and build trust.


  • Blogging: Maintaining a blog is essential for cannabis marketing. It allows businesses to share industry insights and information about cannabis products. Relevant content improves SEO and positions the brand as an authority in the cannabis industry.

  • Video Marketing: Creating informative videos enhances cannabis promotion. Videos can showcase cannabis products, provide tutorials, and share customer testimonials. 

  • Educational Resources: Offer eBooks, webinars, and guides to build authority and trust. Educational materials help protect public health and ensure compliance with cannabis advertising laws.


Blogs and educational resources can also tackle terpene profiles to help attract informed consumers who value tailored experiences and position the brand as a knowledgeable leader in the cannabis industry. Content about terpene profiles provides consumers with insights into the potential effects and benefits of different cannabis products. 


Conclusion

As a BC-based company, Flow Scientific understands our province's long history with cannabis. When it comes to supporting our clients in the industry, we take a holistic approach to research product development that takes all of the local market's complexities into account.


We are GMP certified and source only the highest quality terpenes, which are quality assured by our expert team and blended to fit our clients' specific needs. Flow provides comprehensive documentation for Health Canada compliance, and our knowledgeable staff can guide you through the dense regulatory framework of BC's legal cannabis market.


Contact us today to learn more about our science-based approach to marketing cannabis BC, and our wide variety of product offerings.


Cannabis Marketing in BC FAQs


Who is the target market for cannabis?

The target market for cannabis includes adults aged 21 and over, particularly those interested in recreational and medicinal use. This demographic spans various age groups, with a significant focus on individuals seeking potential relief from medical conditions. Additionally, younger adults often explore cannabis for recreational purposes.


Can you advertise cannabis in Canada?

Yes, cannabis can be advertised in Canada, but it is subject to strict regulations under the Cannabis Act. Advertisements must not appeal to young persons, promote cannabis use through testimonials or endorsements, or depict a lifestyle that includes glamor, excitement, or risk. Compliance with Health Canada guidelines and local laws is mandatory.


How do you market a cannabis in BC?

Marketing cannabis in BC involves a mix of digital strategies, including SEO, social media engagement, and email marketing. Focus on creating informative content that complies with cannabis advertising laws by highlighting product benefits and educational information. Leveraging local SEO and community engagement through events can also enhance visibility and attract customers.


What is the market trend for cannabis in Canada?

The market trend for cannabis in Canada shows a growing demand for Cannabis 2.0 products, which includes edibles, beverages, and topicals. Consumers are increasingly interested in innovative formulations and high-quality products. The market continues to expand as regulations evolve, with more emphasis on compliance and public health.


Can you run ads for cannabis in Canada?

Yes, you can run ads for cannabis in Canada, but they must comply with the Cannabis Act and Health Canada's advertising guidelines. Ads cannot target young persons, use testimonials, or depict cannabis use in an appealing way. Marketers must ensure their campaigns are informative and compliant with all regulatory requirements.



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