In this week’s Qredible Live Broadcast, host Brian Fitzpatrick, CEO of Qredible welcomes Michael Gaman, the CEO of Yerbalist and a trailblazer in digital marketing for the cannabis industry. Known as the "Robin Hood of Restricted Ads," Michael shares his expertise on navigating strict advertising rules for regulated products like cannabis.
From unlocking social media's potential to amplifying digital strategies, Michael dives into the complexities and opportunities of cannabis marketing while sharing actionable advice for businesses. The discussion also touches on common missteps in the industry and the delicate balance between compliance and conversion.
Key Topics Discussed:
-
Introducing Michael Gaman
- CEO of Yerbalist, specializing in digital marketing for cannabis dispensaries.
- Over $40M managed in ad spend across regulated industries.
- Tackling advertising restrictions and earning the title "Robin Hood of Restricted Ads."
-
Challenges in Cannabis Marketing
- Navigating ad platform restrictions on Meta, Google, and others.
- Avoiding shadow bans, ensuring compliance, and staying creative.
- Common pitfalls in cannabis e-commerce: overcomplicated age-gating, excessive ID requirements, and poor website usability.
-
Michael’s Journey and Expertise
- From legacy markets to modern cannabis advertising.
- Insights into successful ad strategies for dispensaries and direct-to-consumer (DTC) brands.
- The impact of the 2018 Farm Bill on hemp and CBD marketing.
-
How to Build a Winning Digital Strategy
- Creating seamless customer experiences with simplified checkouts and accessible menus.
- Leveraging organic social media, SEO, and digital ads to amplify success.
- Why a solid foundation is critical before running paid ads.
-
The Compliance vs. Conversion Debate
- Balancing legal requirements with user-friendly shopping experiences.
- The unintended consequences of overly cautious compliance strategies.
- Michael’s advice on optimizing websites and boosting conversions while staying compliant.
-
Audience Engagement and Growth Tips
- Advertising within licensed jurisdictions.
- Tips for small cannabis businesses to compete in a growing industry.
- Insights on age-gating, ID verification, and keeping customers engaged.
-
Looking Ahead: Opportunities for the Cannabis Industry
- Modernizing digital practices to stay competitive.
- The role of self-regulation and responsible advertising in cannabis.
- Michael’s vision for the future of marketing in this evolving space.
Special Mentions:
- Yerbalist: www.yerbalist.com
- Connect with Michael Gaman on LinkedIn
- Shoutout to cannabis beverage brands and their unique challenges.
Next Week’s Episode: Don’t miss a special mentorship-focused episode featuring Brian Fitzpatrick and Phil Huff from Focal Point Coaching. Tune in for insights and advice tailored for young entrepreneurs and emerging CEOs in the cannabis space.
Episode Links:
- Qredible: www.qredible.com
Join the Conversation: Have a question for Michael or want to learn more about cannabis advertising? Connect with the team on social media or visit the Qredible website to stay updated.
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