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8 Clever Digital Marketing Strategies to Put Your Cannabis Dispensary on the Map

cannabis in jars

Dying to learn a few digital marketing strategies?

The online ad industry is more competitive than ever. And it’s no wonder why. Nowadays, 86% of consumers jump online to find a local business. And 29% of consumers search for one at least once a week for those local businesses.

More people get their information from online sources, plain and simple. That’s why digital ads are so effective. They’re hitting people who are already primed to make a purchase.

If you want to learn how your cannabis dispensary can take advantage of this growing industry, you’re in the right spot. The sections below outline 8 effective strategies to boost your sales and get your name on everyone’s lips.

When you’re ready to take your business to the next level, read on.

1. Search Engine Optimization

What is SEO? The term SEO refers to search engine optimization. It’s a way to make your web pages rank higher when someone runs a query.

In other words, imagine someone jumps on their laptop to run a search on Google. They type in some keywords into the search box and hit enter. Google replies with a page of results that best match persons’ query.

Well, there are ways to improve your ranking on search engine results pages (SERPs). They have to do with how you set up your webpage and the keywords you use on that page. The better your page, the higher you rank.

The higher you rank, the more web traffic you’ll get.

2. Copywriting

Ok, so what happens when visitors land on your page? Are they likely to sign up for your service, buy your products, or come by your dispensary? The more likely they are to perform one of these actions, the higher your conversion rate.

Converting just means that your visitors take the action you intend. Optimally, it’s one that fits into your larger marketing campaign.

Copywriting does 90% of that work for you. The copy refers to the words on your page. They are your salesman twenty-four hours a day, three-hundred and sixty-five days a year.

If you had to hire a salesperson to run your dispensary and be the only point of contact for your customers, who would you hire? An eighth grader with little to no experience or a professional salesclerk?

When you or your web designer friend write the content for your website, you’re choosing the eighth grader. And we’re overestimating here. The average American adult writes at a sixth-grade level.

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Professional copywriters, on the other hand, write at a college level. They’re also experts in persuasion (aka salesmanship) and user experience (aka page layouts).

3. Local Engine Marketing

One area that’s taken off in the last 5 years is local online marketing. Search engines like Google and Bing now include “local” results on their SERPs. It’s a way of making your business stand out.

Essentially, search engines use geotargeting to locate your position. Then they pare down their search results to include at least a few that are in your vicinity.

When you rank locally, you’re really ranking against the other dispensaries that are in your city. Even then, only some of those businesses will do the extra work required to tell search engines where your business is located.

It all starts with Google My Business. After you set up a free account, you must also perform a little SEO work. Then, you’ve got to clean up your online presence, making your contact information identical on relevant sites.

4. Content Marketing

If paid advertising is a short game, content marketing is the long game. The idea is to churn out boatloads of informative, fun, or thought-provoking content to attract customers.

Your business gains authority each time they read your articles, watch your videos, and listen to your podcasts. With each piece of content comes an increase in the likelihood someone will run across your material. That translates into more prospects.

It takes up to a year to start seeing strong results with this method, but it’s well worth it. Once your material is out there, it’ll continue gaining prospects until it’s taken down. That means you’ll have a dramatic increase in people visiting your site.

Mind you, we’re talking about people who already trust you and your products and are primed to buy.

5. Retargeting

What about the potential customers who visit your Facebook page or webpage and wander off before you make a sale? Well, amazing advances in technology now give you the power to follow them around online.

Let’s say for example that Cannabisy cannabis dispensaries want to improve their sales. They add a retargeting component to their marketing campaign. When a visitor lands on their website, it installs a harmless cookie on the visitor’s computer.

This visitor leaves without making a purchase. She wonders around the internet until she lands on another website that runs advertisements. That could include a SERP, a favorite blog, or a product sales page.

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Magically, one of your ads appears among the others. Soon, she heads to another site and…

What do you know? There’s another one of your ads. This sort of retargeting follows your visitors around, continuing to place your ad in front of them. The more they’re hit with your ad, the more likely they are to head to your site and purchase something.

6. Email Marketing

It’s a huge misnomer that email marketing is dead. It’s actually stronger than ever. Because of the kind of competition this breeds, it’s become challenging to master.

The concept is to get customers and prospects to sign up on your email list. Then, send them relevant, interesting information. Every once in a while, you can plug your new services or products. 

7. Social Media Marketing

This is referring to two things. The first is your use of social media (like Facebook, Twitter, or Instagram) to increase business. The second is to use a specific social media channel to run paid ads.

They’re both powerful. Just having a social media presence will have an impact on your business. If you supplement that with pay-per-click (PPC) advertising you’re talking about a massive jolt to your customer base.

8. Influencer Marketing

Digital influencers are just that, they sway the viewer’s opinions. The bigger the influencer, the more people they reach. What you may not have known is that many of these influencers make their money from advertising.

No, they don’t advertise their own products, they endorse yours. Sometimes this is through PPC systems on their webpages or YouTube channels. Other times, they’ll plug your services during a podcast or live webinar.

The idea is to make some of their viewers your customers.

After Digital Marketing Strategies

Now that you’ve read these 8 effective digital marketing strategies, what do you do with them? The expert marketer would say you implement each one. Long term, that’s the best idea for any campaign.

But if you’re just starting out, then begin with one until you know it’s working well. Only then should you introduce another strategy.

If you loved this article, read it again. Then, read another in our library full of delectable digital marketing trends articles.