The cannabis industry is one of the fastest-growing markets in the United States. With more and more states legalizing medical and recreational marijuana, this industry has raked in billions in revenues. Even during pandemic times, cannabis sales continue to do great.
With the success seen by the marijuana sector, there is no wonder that dispensaries are popping up left and right in states where weed is legal. In fact, estimates say that there are more than 2,000 legal cannabis stores in the country and you can expect this number to grow as more states legalize the plant.
If you are a dispensary business owner, you want to ensure that your shop can compete in this cut-throat market. Providing superb service and top-notch products are definitely key to keeping up with the competition. However, there is one thing you should focus on marijuana marketing.
The way you market your products and services can definitely make a difference when it comes to boosting the number of your customers and sales. Just make sure that you launch the right marketing campaign and you can expect positive results.
So, What are Your Options?
With the word ‘marketing,’ the first thing that may come to your mind are the more traditional platforms such as television, radio, newspaper, magazines, and billboards. These definitely have merit, especially as they have been around before digital methods took over the world. Many businesses and brands still utilize traditional marketing options for results. Your business could benefit from these platforms with the right strategy.
However, one of the most successful marketing campaigns in the digital age is, well, digital marketing. This practice is the mode of marketing that uses digital channels or electronic devices. By this definition, radio and television can be considered part of this practice.
What differentiates modern digital marketing from these more traditional modes is the use of popular platforms in this extremely modern world. This includes the Internet, websites, and social media.
What Digital Marketing Can Do for You
Before we go into the details of various digital tools you can use for your dispensary, you need to know what such techniques can offer your business. Of course, when you deploy a campaign, you are doing so expecting positive results. So, here are some of the advantages of implementing this practice.
Increase Your Site Visits
Any business nowadays must have a website in which potential customers can check out your company, products, and services. Because of this, you want to make sure that more people visit your website. You can do this by marketing your business through digital means. There are various tools that can expand your site’s exposure, which can direct prospective buyers toward your pages.
In marketing, visits are just the beginning of the sales funnel as it shows that customers are aware of your company and what you offer. The thing about visits is that you have captured their attention and you have a few moments to convince them to take the next step, which is to show interest in your offers. In other words, turning customers from visitors to leads.
For digital platforms, this comes in the form of asking questions, requesting demos or samples, and simply any sort of getting in touch with your team. When you successfully convince your lead to buy your products, then you have effectively turned your leads into sales.
This shows that implementing a digital campaign to market your products can definitely increase your chances of boosting your sales. Of course, when you see a surge in sales, you can expect the same increase in your revenues.
Improve Your Online Presence
With the discussions above, you can easily see that a website is imperative when doing such a campaign. After all, your site is the online equivalent of your physical presence in your location.
If you are wondering why you should strengthen your online, you just need to remember that almost every American spend a lot of time on the internet. In fact, many are opting to do things from the comfort of their home using the Internet, be it banking, shopping, and even medical consultations. So, with a stronger online presence, you can gather more audience for your cannabis products, thus increasing your site’s visits and later on, sales.
Create a Network
One of the most important aspects of the sales funnel is the re-purchase phase. You want to make sure that buying clients do not only transact with you once. Instead, you want to guarantee that they come back to purchase more products from you.
Again, while offering superb products and services can help in ensuring this, you might want to remind your customers about your presence in the market. You can do this by sending them promotions or greeting through email. You can also use social networking platforms to connect with your existing customers and new ones.
Moreover, your network can be composed not only of buyers but also other businesses. You may be able to score deals from, say, cannabis cultivation, processing, and production facilities if you do not have your own. In fact, there are cannabis business social networks that can help you connect with possible partner businesses.
Tips for a Successful Marijuana Marketing Campaign
Now that you know the benefits your dispensary can enjoy from an effective campaign, you might be curious as to how you can formulate and implement such a strategy. For starters, here are some of the best practices in digital cannabis marketing:
Elevate Your Content
You may think that having a homepage and an about us page that gives a brief view of your offerings and company is enough. After all, you have a product page that elaborates on what you have to offer, right? Well, this may be enough for some, but if you want an effective digital marketing campaign, you need to elevate the quality of your content.
Aside from the basics such as your homepage, about us, and services/product pages, you might want to add a segment where you can publish articles and blogs that give your customers a deeper understanding of your products, the marijuana industry, cannabinoids, and other important things about the sector.
This is a great way to show how dedicated you are to the industry, while also sharing valuable information to your site’s visitors. It can help dispel misconceptions about the plant and shed light on some of the most confusing topics in the marijuana community.
Optimization is Key
However, including such a section in your website also serves another important purpose. Elevating your content also means optimizing them for Google’s algorithm. You want to make sure that every time a potential customer searches the internet for cannabis products, search engines such as Google will give them a link to your website and related pages.
Search engine optimization (SEO) is the practice of making your pages and sites is adjusted for Google’s crawlers, an algorithm that searches for relevant entries whenever users make queries related to your business. Cannabis SEO means using keywords related to your products that can help Google find your website.
Speaking of optimizing your content for search engines, you want to make sure that your site is also ready for Google’s algorithm. Aside from placing high-quality keywords in your copies, you also want them to appear in other parts of pages including the URL, page name, and meta-data.
Manage Your Reputation
Doing your best to make your website appear in search engine results pages is a huge aspect of your digital marketing strategy but remember that it is just part of it. There are some of the elements you can control and it is inevitable that there are things that you can’t. This includes customer reviews.
Even when you do your best to provide the most efficient and highest quality products, there are bound to be customers along the way who will leave negative reviews. When this happens, you want to make sure that you have the right strategy to address their feedbacks.
Recognizing the comment is a great first step. You can even offer promotions or discounts the next time they transact with you. This shows proactiveness when it comes to customer relations and service. Any negative reviews can be turned into an opportunity to further improve your business, so see to it that you consider these comments.
Seek Help from a Digital Marketing Agency
There are digital marketing techniques that you can do by yourself. However, there are more technical aspects to it that require the expertise of specialists. This includes web design and marijuana backlinks, which can be too technical or complicated for some.
The Bottom Line
Your dispensary will definitely benefit from a well-planned and -executed digital cannabis marketing campaign. With the right tools and ideas, you are on your way to making your dispensary website a huge player in your area’s cannabis market and even across the country. So, make sure to look into deploying these techniques or consider working with a digital marketing agency for the best results.