How to Create a Digital Marketing Campaign to Sell Cigars

It would be an understatement to say that the cigar industry has easily stood the test of time. Despite major shifts in both cultural and market trends, the allure of a well-crafted cigar is still as strong as ever. That said, the best digital strategy for a cigar business will follow the same exact principles as any effective marketing campaign.

1. Know Your Audience

It’s impossible to create a marketing strategy that actually works if you don’t know who your customers are. In a best-case scenario, you’ll find yourself taking the “spray and pray” approach, which costs a lot of money that could be better spent growing your business in other ways.

To help narrow down your target audience, ask yourself:

• Is your product for aficionados looking for rare blends?
• Is your product for someone with entry-level curiosity?
• What price level are your customers willing to pay? 

Even this one distinction commands different content tones, significantly changing how you’ll approach your marketing campaign.

2. Take Advantage of Social Media

Regulations require cigar brands to depend on organic website traffic instead, which means social media is crucial for reaching the masses. Platforms like Instagram and TikTok are places where you can showcase the visual beauty of your product and even talk shop with passionate cigar lovers.

People tend to gravitate toward companies that engage with consumers, and the same is true for the cigar industry, so be sure to reply to the comments after you post great photos and engaging videos.

3. Invest in Content Marketing

Even though cigar brands can’t obtain paid traffic, that doesn’t mean you can’t invest in good content. Keep your website or blog regularly updated with new articles about cigar culture, history, interesting behind-the-scenes information, or tips on how to enjoy a cigar.

While you don’t want to rush content out for the sake of quantity, the more high-quality information a reader can find on your site, the better. Like connoisseurs of other tastes, cigar smokers are always eager to learn something new.

4. Utilize Targeted Email Marketing

Beyond the website, sending readers regular newsletter updates, which may include promotions and other insightful content, keeps your most passionate followers engaged. You can even repurpose your previous content into email campaigns to drive sales.

When you have enough subscribers to do so, you can also segment the list based on customer preferences, allowing you to tailor further content based on their desired experience. That goes a long way toward improving conversions and making your customers feel like VIP members.

The Bottom Line

Smart strategies are absolutely key for any digital marketing campaign, and that includes within the cigar industry. It’s important to make a plan and analyze the results so you know if your digital marketing campaign is working or not.

To recap, it’s all about finding your audience and tailoring your content to address their most pressing desires; the goal is to offer value as well as create memorable experiences associated with your cigar brand. Pair that with great attention to detail and targeted campaigns, and you’ll be in a strong position to grow.