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Dispensary Marketing Strategy
Here are some proven Digital marketing channels and strategies you can use to market your cannabis Dispensary today.
Table of Contents
What Is Digital Marketing?
Digital marketing is the process of using digital technologies to promote or market products or services. It can be used to reach a wide range of customers in a short period of time and has become an essential part of many businesses’ marketing strategies.
Attract new customers and create brand awareness.
A strong dispensary SEO Strategy is the foundation of any successful Local or National digital marketing and advertising strategy. Retail marijuana dispensaries and other marijuana related businesses are banned from most reliable paid digital advertising platforms. SEO also happens to convert higher than paid traffic sources. Optimizing your website and Google Business Profile (formerly Google My Business) listing for targeted local SEO or national keywords can drive walk in sales and online dispensary orders on autopilot.
Why should you submit a press release? The purpose of distributing a Press Release is to Land Coverage in media Publications like Blogs, TV, Newspapers and Podcasts. This way you’re positioning your cannabis brand to a larger, wider audience. Getting press coverage also helps build brand awareness since you’re getting your brand into the public forum- especially since 71% of journalists consider a press release as their favorite type of content to receive from cannabis brands.
Distributing a press release also has these benefits:
- PR can boost your SEO because you can land backlinks from High authority Publications.
- Positive brand mentions will also boost your search engine rankings.
- A targeted PR can drive foot traffic to your retail cannabis store.
- Press Releases can also generate more sales.
Dispensary Content Marketing
Content marketing is a strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined target audience. The ultimate goal of content marketing is to drive profitable customer action. Great content marketing will also increase brand awareness and customer loyalty. Why is it important?
- Create a sense of community around your brand.
- Builds a relationship with your customers and your. brand that results in increased customer loyalty.
- Showcase how your products and services can fill their needs.
Some types of content marketing include:
- Blog Content marketing (SEO)
- Social media
Social media Marketing
An effective social media marketing tactics will make your audience want to follow and engage with your cannabis brand. When you build an authentic relationship with your customers they’ll choose your cannabis dispensary without thinking twice. When you build a social media presence that’s authentic and persuasive you can win customers for life, be shared with new audiences and build your digital footprint.
With that being said, all the biggest social media platforms like Facebook and Instagram are still Deleting and Banning brand’s social media accounts -sometimes without notice. This can wipe your Social presence and hard work out over night. While there are quite a few cannabis social networks to choose from, they usually don’t have the traffic and audience to justify using them effectively.
Conversion Rate optimization (CRO)
Conversion rate optimization is the process of increasing the percentage of users and website visitors to take a desired action. A desired action can be an online order, Phone Call, form fill, ask for directions or a newsletter sign up. The CRO process involves generating ideas on how elements on your site can be improved and then validating those ideas with A/B testing and multivariate testing. CRO is an important part of your cannabis marketing strategy because it can reduce Customer acquisition costs (CAC) and help you gain value from the visitors you already have. For example lets say you are currently getting 2000 website visitors to your online dispensary menu and 50 are placing an order (2.5% conversion), if we increase that to 5% you’ve essentially doubled your sales off the same amount of web traffic.
Dispensary Email Marketing
An email marketing campaign is a series of emails your cannabis business uses to communicate with current and potential customers. This planned content is distributed via email with a goal like nurturing relationships and encouraging engagement. Through email you can stay top of mind by communicating directly in their personal inbox, this can be done at scale with marketing automation software.
Some campaign goals include:
- Traffic generation for promoting high-value content on your site.
- Awareness and education.
- Revenue generation by promoting new products, sales and events.
A good email marketing plan will help retain and upsell your audience and increase customer lifetime value (CLV).
Dispensary Text Message marketing
SMS marketing will have similar goals and effects to email, like communicating sales, new products and updates to your audience but on a more personal level. It can also be used to drive reviews to your google maps listing and other review platforms. Text marketing has a much higher average open rate (98%) vs the average email open rate (20%). SMS also has a higher deliverability rate than email of 98% vs emails 50% average with more than 90% of texts being opened within 3 minutes. Text also has a higher average click-though rate of 19% vs 3.2% for email. With that being said be sure to follow local regulations and guidelines for SMS.
Dispensary Loyalty programs
A strong loyalty marketing program will tie together with text and email and drive word-of-mouth referrals and retain loyal customers. This is accomplished through incentives like free gifts, discounts and exclusive access. You can accomplish this with point programs, tiered programs, paid VIP programs, value based and game-based loyalty programs.
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