The Major Keys to Marketing Your Dispensary Business Online
Running a cannabis business is a great way to serve a growing need and do something you’re passionate about. Operating a successful firm, however, can be tricky in this heavily regulated, young industry. Nowhere is this more readily apparent than in marketing.
Cannabis consumers demand more than just high-quality edibles, combustibles, concentrates and other products — They want reliable companies they can trust, and good advertising is the key to establishing yourself as a dependable source.
With countless competitors trying to capitalize on swelling cannabis demand, you have to ensure that your firm stands out. Here are some smart tips on making a mark in the marketing realm.
Find Better Venues
Advertising only serves its purpose when consumers see it. Put your brand out in front of people by choosing marketing partners that already cater to your niche. For instance, you might get further by marketing on Leafly, WeedMaps or Grasscity than you would by just sticking to Facebook ads.
Remember that traditional marketing can be iffy thanks to slow-changing attitudes and legal frameworks. Although you might win some positive feedback by placing an ad in a local business directory or direct mailer, such tools aren’t always viable or cost-effective.
Adopt a Comprehensive Digital Marketing Stance
The internet is a vast place, and it’s easy to get lost in the shuffle. Your cannabis marketing will prove more effective when you reach out across multiple channels. Some digital outreach concepts that you should master include:
- Local search engine optimization
- Ecommerce SEO (Shopify / Magento / WooCommerce)
- Paid Search (Google Ads)
- Social media marketing (FB, IG, Snapchat)
- YouTube Video
It’s important to remember that the best digital marketing campaigns combine different strategies. For instance, your next social media post might be more engaging if it sends users to a blog that you wrote about the pros and cons of a new strain or legal development that impacts cannabis consumers. There’s no telling how people will find your online presence or what kinds of distractions might sidetrack them along the way, so it pays to create a welcoming image on multiple fronts.
Ditch the Pot Cliches
Legal cannabis buyers come from all walks of life, but the one thing they have in common is that they’re adults. Jokes and 420 slang may get your foot in the door, but they don’t generate sustained product sales.
Whether you’re promoting a strain-specific deal or a new delivery service, always use professional language and imagery that includes clear value propositions. For instance, instead of just copying your product descriptions from manufacturer labels, add more unique facts, such as cannabinoid content, batch test results and brand data.
Tell a Story
Your marketing can do wonders by taking people behind the scenes. Whether this means sharing social media posts that introduce your team members or creating videos tours of your facilities, there’s ample value to be found in narrative-driven advertising. From cultivating product confidence to making consumers feel more personally invested in your brand, weaving a tale about your mission is an excellent way to get others on board.