If you’re starting a cannabis business in New York, marketing might be the last thing on your mind.
Real estate, banking, insurance, ever-changing regulations — there are a lot of things taking up a cannabis entrepreneur's time and wallet. But there's good reason for businesses wanting to succeed in New York’s emerging recreational marijuana market to start thinking about marketing — SEO marketing, in particular — now.
Lisa Buffo is the founder and CEO of the Cannabis Marketing Association, which has more than 350 business memberships across 40 states. The private company focuses on advocacy, education and best marketing practices in cannabis.
“It’s never too late to think about marketing, but it’s also something to think about from day one,” she said.
Cannabis is expected to be a multibillion-dollar industry in New York within the first year, and with the state’s rollout geared toward social equity and state-specific businesses, it’s going to be very competitive.
“The dispensaries that are thinking about this now will win in the long run,” Rubeck said, “because it is a race to build authority and trust with Google.”
Range Marketing helps companies do just that: It specializes in search engine optimization and works with cannabis entrepreneurs all over the country. The company is building a client base in emerging markets such as New Jersey and in New York.
Range employs 34, 11 of them here in Buffalo, where it's headquartered.
“We look at data very heavily, and there are...
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