Running a thriving e-cigarette or vaping business doesn’t just happen. 

Winning in this highly competitive niche requires that you embrace tried-and-true marketing strategies (and rules) that will set you apart from your many competitors.

A word about payment transactions.

Before we can discuss these tactics, however, it is vital to focus on the importance of obtaining a high-risk merchant account from an e-cig payment processor. Without doing so, you will not be able to accept payments from your customers. 

The vaping/e-cig industry represents a higher-than-average risk to payment processing companies because it is highly scrutinized and regulated, is more susceptible to fraud and other security problems and has a less-than-stellar reputation in some quarters.

Consequently, any company operating in the e-cigarette arena must partner with a high-risk payment provider. Once you do, you can count on a longer application process, higher per-transaction fees, and often additional contractual obligations. 

However, signing up with an e-cig payment processor with experience in the industry can make it easier and safer for you to accept customer payments.

1. Understand your target audience.

E-cig users represent a diverse pool of customers. That’s why it helps to understand who your particular audience is so that you can tailor your marketing campaign accordingly.

For instance, let’s say you have conducted analytical studies of your customers that suggest that most of them are young people wanting to quit smoking regular cigarettes. 

With this knowledge in hand, you can put a laser focus on sites like Instagram and TikTok to concentrate on the challenges of cessation as a 20- or 30-something.

2. Comply with all regulations.

In the United States, it is the Food and Drug Administration (FDA) that oversees all e-cigarette sales. Specific requirements include no selling to minors, prohibitions against making false or misleading claims about the products and no suggestions that e-cigs are safe options for smoking cessation. 

Since failure to comply can lead to significant penalties and social media account suspensions, keeping your ear to the ground regarding regulations and compliance is a must for protecting your business.

3. Connect with influencers.

Influencers are people with credibility in the vape and e-cig industry. 

They have already accumulated a loyal base of followers on social media and know how to promote vape products. You can benefit by partnering with them because their relationship with your business can give it added cache to your company and bring more sales traffic your way.

When seeking out the right influencer, look carefully at their target audience, engagement rate and following. 

Your goal should be to work with someone who will be compatible with your customers, brand and messaging.

4. Sponsor an event.

There is a vibrant e-cigarette culture on which you can capitalize. Planning and publicizing a vape-related event can enhance your business’s visibility with current and potential customers and cement your standing as an icon in the industry.

Tailoring the event that you sponsor to your target audience is essential. Whether you participate in a trade show or host an event in your community, make sure that it aligns with your customer base’s priorities and culture.

5. Cultivate your own community.

One of the most effective ways to boost your e-cigarette sales is to foster a dedicated group of loyal customers. 

When these people feel strongly connected to your brand and products, they are likely to not only buy more from you themselves but also to spread the word about your store to their personal contacts who also use e-cigs.

To make vaping the central focus, you should create dynamic social media pages with engaging e-cig content that you regularly update. Inspire a bond with your brand by participating in conversations and posting fun and educational text and images. 

Also, spread the word about vaping events hosted by you or by e-cigarette companies that create a feeling of camaraderie around using e-cigarettes.

There is no doubt that the e-cigarette industry is a sensitive one. Operating ethically within it requires intentionally complying with regulations and understanding the audience you want to serve. 

As long as you prioritize these goals, your business can flourish, and you can become a well-respected icon in the vaping community.