How to Promote My Cannabis Business to Get More Customers?

If you’re asking yourself, “How do I promote my cannabis business to get more customers?”—you’re not alone. With more competition entering the legal cannabis market every day, standing out requires more than good products and a flashy logo. Promotion today is about connecting, educating, and building trust in a space where traditional advertising tools are limited.

The cannabis industry faces unique marketing challenges. Strict advertising regulations, shifting social platform rules, and search engine restrictions make it difficult to reach new audiences through paid channels. That’s why having a smart, compliant, and consistent marketing strategy is essential to growing your customer base and building a successful cannabis business.

In this guide, we’ll explore proven, professional strategies to answer the question: how to promote my cannabis business to get more customers? Whether you’re a startup dispensary or an established brand in New Mexico, these tactics will help you drive traffic, boost loyalty, and grow your visibility—both online and in-store.

Before you start promoting anything, it’s important to clearly define what your brand stands for—and who you’re trying to reach. Without this foundation, your promotions may feel scattered, unfocused, or fail to resonate with the people who matter most.

Ask yourself:

• What makes your dispensary or cannabis product unique?
• Are you focused on wellness, lifestyle, community, or education?
• What tone, visuals, and values define your presence?

Everything from your packaging and store layout to your website and emails should align with your brand identity. A clear brand voice helps build consistency, trust, and recognition.

You can’t speak to everyone—and you shouldn’t try. Understanding your target audience helps you tailor messaging and promotions that connect. Think about age range, interests, buying behavior, and location. Are your customers:

• Medical patients looking for relief?
• Recreational users exploring new experiences?
• First-timers who need education and guidance?
• Local residents who value community and service?

Use this insight to guide your language, visuals, product offerings, and platform choices.

Promotion should never be just a flash sale or temporary push. Successful cannabis marketing is about long-term connection. The better you understand your brand and your customers, the more effective every marketing effort will be—from email campaigns to social storytelling.

When you’re limited by ad restrictions, your best promotional tool is content. Content marketing allows you to educate, engage, and attract potential customers without relying on paid ads or third-party platforms. It’s a sustainable way to promote your dispensary—and it works 24/7.

Many cannabis shoppers turn to Google to research before they buy. Having blog content that answers their questions helps you show up in those searches and positions your dispensary as a trusted source of information. Consider topics like:

• “What to Know Before Visiting a Dispensary in New Mexico”
• “The Difference Between Indica and Sativa”
• “How to Use Cannabis for Pain or Sleep Relief”

Make sure to optimize for search engine visibility using local keywords and clear formatting. High-quality blog posts videos don’t just improve your ranking—they build authority and help customers feel confident choosing you.

Your content shouldn’t only be about products. Showcase customer stories, spotlight team members, or create guides around lifestyle use. This humanizes your cannabis brand and makes your messaging more relatable.

Don’t forget to embed video content when possible. Short video walkthroughs of your store, product unboxings, or educational clips can improve engagement and time on site—two major trust factors for both customers and Google.

A single blog can be shared in email campaigns, summarized on social media, turned into a short video, and featured in your store. By repurposing content across your entire digital marketing ecosystem, you stretch your effort further and stay visible longer.

Having a polished, informative, and consistent online presence is essential to getting more customers—especially those searching online before ever walking in.

Your website is the digital front door to your cannabis business. It should:

• Load quickly on mobile
• Be easy to navigate
• Clearly display hours, location, and contact info
• Include educational content and product information
• Reflect your branding through images, tone, and color

A well-built site builds trust. Plus, it supports all of your marketing and advertising efforts by giving customers a clear place to learn more and take action.

Even though you can’t run direct cannabis ads, social media platforms are still one of the best ways to engage your audience. Focus on compliant storytelling that reflects your brand values and connects with your audience emotionally. Use cannabis social media content to:

• Educate and inform
• Showcase store culture and events
• Share customer experiences (with permission)
• Introduce new products or behind-the-scenes moments
• Build community and spark conversation

Platforms like Instagram, TikTok, and Facebook can be powerful when used to connect—not just promote.

Unlike social platforms, your email list is yours to own. Build it through website sign-ups, in-store promotions, and event registrations. Then, nurture it with valuable content: product education, new arrivals, team spotlights, or exclusive updates.

You don’t need to email constantly. Focus on relevance over frequency. With thoughtful campaigns, your email list becomes a reliable channel to promote your brand and bring customers back.

Some of your best promotional wins come from relationships—not transactions. Building partnerships and showing up locally can drive real visibility and trust.

Working with trusted voices is one of the most effective ways to promote your dispensary—especially when done thoughtfully. When you partner with influencers who align with your brand values, you tap into an established audience that already trusts them.

Micro-influencers with a regional focus often outperform big names because their followers are engaged and local. The key is to look for creators who are authentic, understand compliance, and reflect your target audience.

Have them create content around your story, educational topics, or product experiences. Avoid sales language and focus on storytelling to keep the promotion compliant and effective.

Being visible in your community increases brand recall and humanizes your business. Consider:

• Sponsoring wellness events, farmers markets, or music festivals
• Hosting in-store workshops or artist pop-ups
• Partnering with local businesses on promotions or giveaways

Community involvement improves customer sentiment, earns you press organically, and helps you stand out in a competitive cannabis marketing environment.

Even the best promotions fall flat if you don’t evaluate them. To grow your cannabis business consistently, you need to track what’s working and improve what isn’t.

Use tools like Google Analytics, email marketing dashboards, and POS data to monitor:

• Website traffic by source
• Blog views and engagement
• Email open and click-through rates
• Social engagement (likes, shares, comments)
• In-store traffic during campaigns

These indicators help you identify which efforts are attracting customers and which need a refresh.

The most successful dispensaries treat their marketing strategy like an experiment. Don’t be afraid to try new types of content, new channels, or different messaging angles. Use A/B testing for emails or landing pages. Evaluate different cannabis products in your promotions. Measure your ROI.

Promotion isn’t one-and-done—it’s an evolving process. By consistently tracking results and making data-driven changes, you’ll build a stronger brand over the long term.

Learning how to promote my cannabis business to get more customers is ultimately about building trust, delivering value, and showing up consistently. While the rules around marketing and advertising in the cannabis industry can be challenging, the opportunity to stand out has never been greater.

When you focus on brand alignment, community, content, and compliance, you build a promotion system that feels less like a pitch—and more like a connection.

If you’re ready to attract new customers, increase visibility, and grow with clarity, contact us today. Dispensary Marketing NM creates custom growth strategies for cannabis brands that want to stand out and scale responsibly in New Mexico’s evolving market.

Let’s get your message out—and bring more people through your doors.