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Ep. 52: How Cannabis Operators Can Approach Marketing Differently
๐In this episode of Under the Microscope with Jenny, host Jenny Germano sits down with Will Read, Founder and CEO of CannaPlanners, to break down how cannabis operators should approach marketing in todayโs saturated market.
Will shares his journey building CannaPlanners from early hemp and CBD projects into a full-scale agency supporting cannabis brands with websites, SEO and retention marketing. Together, they focus on a key reality that operators are not just selling products, they are selling an experience, and that a brand and digital presence need to be built before launch.
They cover what actually moves the needle, including local SEO, a responsive and mobile friendly website, managing reviews, and using email and SMS for measurable retention. The conversation also highlights common pitfalls, including the real risks operators face when cutting corners, like poor website compliance, copyright issues, fragmented marketing efforts, and over reliance on paid ads in restricted channels.
This episode delivers practical, no fluff insight on building a compliant, effective marketing strategy that drives traffic and keeps customers coming back.
ย
๐ฟ๐ข๐๐ฟ ๐๐ผ๐๐: Jenny Germano, Founder of ICS Consulting
๐ ๐๐๐ฆ ๐๐ผ๐ป๐๐๐น๐๐ถ๐ป๐ด: https://www.icsconsultingservice.com
๐ฟ๐ข๐๐ฟ ๐๐๐ฒ๐๐: ย Will Read, Founder and CEO of CannaPlanners
๐๐ช๐ฒ๐ฏ๐๐ถ๐๐ฒ: https://cannaplanners.com
ย
โฐ๐ง๐ถ๐บ๐ฒ๐๐๐ฎ๐บ๐ฝ๐โฐ
ย 01:13 Will Read Intro
05:03 Why Branding Matters
09:20 Market Panic & Survival
13:38 Selling Experience, Not Weed
18:21 Terpenes & Education Shift
21:48 Packaging Meets Compliance
24:31 Website Pitfalls
29:23 ADA Compliance Reality
29:35 SEO Matters Most
36:12 Reviews Drive Rankings
39:25 Retention, Email & Text
41:23 META Shadow Bans Cannabis
46:15 Marketing Spend Mistakes
49:03 New vs Mature Markets
50:58 Final Words & Wrap Up
ย
๐๐ฒ๐ด๐ฎ๐น ๐๐ถ๐๐ฐ๐น๐ฎ๐ถ๐บ๐ฒ๐ฟ: The content shared on this channel - including all videos, podcasts, interviews, and discussions is provided for educational and informational purposes only. It is not intended as legal, compliance, or business consulting advice, and should not be relied upon as such. Laws and regulations surrounding cannabis and related industries vary by jurisdiction and are subject to change. Always consult with a qualified attorney or licensed professional before making decisions that could have legal or regulatory consequences for your business. Listening to or viewing this content does not create a client relationship between you and ICS Consulting, Under the Microscope with Jenny, Jenny Germano, or any of the podcastโs guests. Any opinions expressed are those of the individual speakers and do not necessarily reflect the views of ICS Consulting or its affiliates.
ย
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By Jenny Germano๐In this episode of Under the Microscope with Jenny, host Jenny Germano sits down with Will Read, Founder and CEO of CannaPlanners, to break down how cannabis operators should approach marketing in todayโs saturated market.
Will shares his journey building CannaPlanners from early hemp and CBD projects into a full-scale agency supporting cannabis brands with websites, SEO and retention marketing. Together, they focus on a key reality that operators are not just selling products, they are selling an experience, and that a brand and digital presence need to be built before launch.
They cover what actually moves the needle, including local SEO, a responsive and mobile friendly website, managing reviews, and using email and SMS for measurable retention. The conversation also highlights common pitfalls, including the real risks operators face when cutting corners, like poor website compliance, copyright issues, fragmented marketing efforts, and over reliance on paid ads in restricted channels.
This episode delivers practical, no fluff insight on building a compliant, effective marketing strategy that drives traffic and keeps customers coming back.
ย
๐ฟ๐ข๐๐ฟ ๐๐ผ๐๐: Jenny Germano, Founder of ICS Consulting
๐ ๐๐๐ฆ ๐๐ผ๐ป๐๐๐น๐๐ถ๐ป๐ด: https://www.icsconsultingservice.com
๐ฟ๐ข๐๐ฟ ๐๐๐ฒ๐๐: ย Will Read, Founder and CEO of CannaPlanners
๐๐ช๐ฒ๐ฏ๐๐ถ๐๐ฒ: https://cannaplanners.com
ย
โฐ๐ง๐ถ๐บ๐ฒ๐๐๐ฎ๐บ๐ฝ๐โฐ
ย 01:13 Will Read Intro
05:03 Why Branding Matters
09:20 Market Panic & Survival
13:38 Selling Experience, Not Weed
18:21 Terpenes & Education Shift
21:48 Packaging Meets Compliance
24:31 Website Pitfalls
29:23 ADA Compliance Reality
29:35 SEO Matters Most
36:12 Reviews Drive Rankings
39:25 Retention, Email & Text
41:23 META Shadow Bans Cannabis
46:15 Marketing Spend Mistakes
49:03 New vs Mature Markets
50:58 Final Words & Wrap Up
ย
๐๐ฒ๐ด๐ฎ๐น ๐๐ถ๐๐ฐ๐น๐ฎ๐ถ๐บ๐ฒ๐ฟ: The content shared on this channel - including all videos, podcasts, interviews, and discussions is provided for educational and informational purposes only. It is not intended as legal, compliance, or business consulting advice, and should not be relied upon as such. Laws and regulations surrounding cannabis and related industries vary by jurisdiction and are subject to change. Always consult with a qualified attorney or licensed professional before making decisions that could have legal or regulatory consequences for your business. Listening to or viewing this content does not create a client relationship between you and ICS Consulting, Under the Microscope with Jenny, Jenny Germano, or any of the podcastโs guests. Any opinions expressed are those of the individual speakers and do not necessarily reflect the views of ICS Consulting or its affiliates.
ย