How to market your dispensary: SEO, Social, Email, Local, & Display
The cannabis digital marketing strategy you apply to your dispensary can make or break your business. And believe us, it makes all the difference when you have a team specialized in the subject.
If you want to enter the digital marketing world with a cannabis dispensary, you should know that you only have seconds to capture the interest of a person, but it is possible. And doing it right has huge rewards.
Digital advertising is one of the most effective ways to promote your cannabis business because people are already searching for cannabis online, and you want to show up in those searches. So, what do you need to know about how to market your cannabis dispensary?
SEO For The Cannabis Industry
In simple terms, SEO – search engine optimization – is the process of improving the quality and quantity of traffic to a website or website from search engines. SEO focuses on unpaid traffic.
So, if your site ranks well organically on Google, it will inevitably be noticed by more people, which translates into potential customers 24 hours a day, seven days a week, 365 days a year.
Why SEO?
You need to be where your potential customers are: online and searching for information on mobile and desktop.
Google is the dominant search engine, and if you appear on the first page of Google, you will get more people to your site organically. Which ultimately – with a good product and page – translates into customers.
But, to be successful in getting leads month after month requires a holistic SEO strategy that is implemented over the long term and uses different tactics, such as some of the ones we show you below.
Local SEO For Cannabis Dispensary
Local SEO refers to another different aspect of digital marketing. While content is the key to ranking your site organically on Google, getting your cannabis dispensary website listed in Google’s Local Pack requires a different marketing approach.
Google displays the top three local results, known as the local pack. Local Packs shows three sites with their review rating, address, phone number, hours, links to each website, and driving directions link.
Local SEO involves using specific keywords to help you reach a local audience, ie in a specific location on a map. Appearing on this card has its trick, and it is connected to several points:
Citations are other websites, aka virtual directories or review sites, that list your cannabis dispensary with the same name, address and phone number – NAP.
For example, suppose you are trying to reach potential customers who live in or around the Boston area. In that case, you can use local keywords and phrases like “Cannabis Dispensary in Boston” or “Boston Dispensary” and try to rank them.
It is very important that your dispensation data is consistent across as many pages as possible, as Google uses NAP consistency across dozens of websites as a sign of confidence that you are who you say you are.
About Local SEO
One option to boost Local SEO is to optimize your Google My Business profile for your dispensary location. Google My Business is a free tool for owners to manage the location and details of their cannabis dispensaries on Google Maps.
Maintaining a Google My Business profile is imperative to cannabis marketing success. Follow these simple recommendations to get started:
As mentioned, online directories are also a very useful way to get customers. But you must make sure that your information is always up-to-date and correct.
Google Maps & Dispensaries
Can you use Google Maps to market your dispensary? Yes you can. Used correctly and strategically, Google Maps can play an important role in your dispensary’s digital marketing strategy.
When we talk about Google Maps, it is not only essential to keep in mind the specific location where your dispensary is located, but also to include the names of the nearby towns or cities that your dispensary serves or a geographic radius – in miles or kilometers – from your physical location.
The description of your cannabis dispensary is also critical. Think of this as a cover letter for your dispensary and products.
Getting comments and reviews on the Google platform will also help search engines rank you correctly, as well as increase confidence for future buyers interested in your dispensary.
To achieve this, you can directly – and in a friendly way – ask the customers of your dispensary. Offer promotions to those who leave reviews, take advantage of email marketing to remind customers to leave their reviews, and much more. It is a matter of creativity.
Display
Having an online menu on your dispensary’s website is key to facilitating ordering and generating more trust in potential customers. This is the main way to display the products you offer.
Consumers are more likely to buy if there is a good image associated with the product. Also, if you have good images of your products, you can not only use them on the product itself, but they will be useful on special offers, blog posts, social media, and email marketing.
Technical SEO
There are many technical aspects of a website that are also important and that search engines take into account when ranking them. In general, the entire website should be designed with SEO in mind and be user-friendly.
Technical aspects of your dispensary’s website that can boost your search engine rankings include:
How To Improve Cannabis SEO
Quality Content
Content is what ultimately attracts or scares away potential consumers. The content must be of quality, that is, it must be original, oriented to the target audience and their needs, and it must be creative.
Quality content can be in the form of the following:
All content must be clear and generate a connection with users. Your target audience is looking for answers to their questions. If you don’t have content that answers these questions, you have little hope of capturing that traffic organically.
Keyword Research And Optimization
In the world of cannabis SEO, keywords are words and phrases that people usually type when they are looking for something specific on the internet, specifically related to cannabis or dispensaries.
For dispensaries, it is essential to think about your niche or target audience and identify which keywords or phrases connect your dispensary with them. This is crucial to know which words to use on the website to generate traffic.
Social Media Marketing
Social media marketing is a popular strategy to increase the reach of your dispensary and drive more traffic to your brand’s website.
To do social media marketing, you need to keep in mind the principles of SEO in general. This includes:
The key thing is to get people’s attention and get them interested in your dispensary. You can also share your website content on your social networks to provide more value and generate even more interest.
Email Marketing
Email marketing is a very effective tool. Email marketing can be your ally at every stage of the customer relationship:
It is also considered one of the most profitable channels in online marketing, but it is necessary to have a clear and concise content strategy that provides value.
It’s perfect for reaching potential customers directly and increases the likelihood that they’ll actually see your content and make a sale. Therefore, you need to take into account when you send emails, how often and with what information.
Email marketing offers the opportunity to speak directly to your audience, creating a connection that gives the recipient a sense of distinction and preference. This is very important to generate this connection between the consumer and your cannabis dispensary. You always want to be their first choice, don’t you?
Remember that your customers don’t always have the full range of products in mind, and an email can be the ideal tool to remind them of the cannabis products you offer.
As another benefit, sending email as part of cannabis marketing prevents the customer from forgetting your brand, so when the customer is ready to buy a product or service similar to the one you offer, your dispensary is the first choice.
Remember that for email marketing to be more successful, your database must be updated and must include a list of contacts who have previously agreed to receive emails.
Final Opinion
Managing the cannabis marketing of a dispensary perfectly is an art. But it is possible, and the results are fantastic when the goals are achieved.
Factors like SEO, social media, emails, and approaching potential customers make the difference for a dispensary to stand out from the sea of options in the cannabis market.
It is very important to have a team of experts that can accompany the process and help you get the expected results.
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How can I make my dispensary stand out?
You should have the right amount of each flower, pre-rolls, edibles, etc. And yet, in each category, you should diversify your selection. A diverse selection in each cannabis category is an excellent way to differentiate yourself from other dispensaries and also attract new customers.
What makes a dispensary successful? One thing most successful dispensaries have in common is the optimal use of their retail space, including aesthetics and workflow. First, make sure your store layout makes sense. 53% of business buyers said that disorganization was a primary reason for not returning to a business.
How do I get more customers to my dispensary?
Offer a variety of promotions You can offer promotions of specific products (flowers, food, pre-rolls, etc.), time of day or other events. Some of the most popular include: Birthday Discounts â Offering a birthday discount is a great way to make sure a customer feels special on their birthday at your dispensary.
Is owning a dispensary profitable?
Dispensaries are, for the most part, a very profitable business. Studies have shown that up to 90% of dispensaries reported good to significant revenue in the past year, with an average 12% profit margin after tax and an average of 2 million in sales annually.
How can I increase my dispensary sales?
Running out of dispensary marketing tips? Try these.
- Identify your most profitable customer avatars/personas. …
- Implement email marketing to retain customers and boost sales. …
- Set up a loyalty program to encourage repeat visits. …
- Offer deals, specials, and bundles. …
- Optimize & manage directory and review sites.
What percentage of dispensaries are profitable?
On average, dispensaries across North America made a net profit margin of 15% to 20%.
How do you upsell at a dispensary?
7 tips to sell customers in your dispensary
- Make the process a conversion. …
- Educate your customers. …
- Leverage deals. …
- Understand trends and take advantage of them. …
- Understand each specific customer. …
- Make your customers feel special. …
- Product view and location.
Is owning a dispensary profitable?
Dispensaries are, for the most part, a very profitable business. Studies have shown that up to 90% of dispensaries reported good to significant revenue in the past year, with an average 12% profit margin after tax and an average of 2 million in sales annually.
How do you increase traffic in a dispensary?
Word of mouth and personal recommendations are the primary sources of traffic for local businesses as well as the fastest way to get new customers. So, if you want to increase foot traffic to your dispensary, you need to create a system to solicit, encourage, reinforce and escalate referrals.
What dispensaries sell the most?
Flower is – and always has been – the best-selling cannabis product category for dispensaries…
- Alaska = 70%
- Montana = 69%
- California = 57%
- Oregon = 58%
Is selling CBD products profitable? CBD businesses can be highly profitable, with data showing that companies are seeing net profit margins of over 40%. The industry is expected to reach $20 billion by 2024.
How much does it cost to open a small dispensary in California?
The average up-front investment to open a dispensary in California is between $80,000 and $250,000. Ongoing operating expenses will cost you between $30,000 and $70,000 each month.
How profitable is a dispensary in California? On average, dispensary owners make between $100,000 and $500,000 per year. There are many factors that determine this, such as your overhead costs, monthly rent, loans, income, profit margin, foot traffic, and eCommerce channel.
Is owning a dispensary profitable?
Dispensaries are, for the most part, a very profitable business. Studies have shown that up to 90% of dispensaries reported good to significant revenue in the past year, with an average 12% profit margin after tax and an average of 2 million in sales annually.
How much do dispensary owners make in California?
On average, dispensary owners make between $100,000 and $500,000 per year. There are many factors that determine this, such as your overhead costs, monthly rent, loans, income, profit margin, foot traffic, and eCommerce channel. Fortunately, we have written a guide to outline what factors affect dispensary owner income.
What is the most you can make at a dispensary?
Average cannabis dispensary hourly pay ranges from about $12.25 per hour for stockers to $19.95 per hour for retail analysts. The average cannabis dispensary salary ranges from about $33,000 per year for assistant managers to $89,450 per year for chemists.
Where is it cheapest to open a dispensary?
We’ve listed Oregon and Colorado as two of the cheapest states to open a dispensary, but there are other good options, especially if initial expenses aren’t your biggest concern. Some states offer better market conditions, others offer lower tax rates, and some offer more flexible licensing options.
How much is it to open a dispensary in Maine?
Cost to open a dispensary in Maine Application fee for a Tier 1 Cultivation Facility license is $100. Application fee for a Tier 2 Cultivation Facility license is $500. Application fee for a Tier 3 Cultivation Facility license is $500. Application fee for a Tier 4 Cultivation facility license is $500.
How much does it cost to open a small dispensary in Colorado?
The start-up capital of a dispensary in Colorado ranges from $150,000 to about $2,000,000. This amount covers the annual advertising fee, rental fee, license application fees, annual personnel and security.
What state is the easiest to open a dispensary?
Oregon is one of the best states to open a dispensary. The legal environment is favorable and there are many opportunities for market entry. In addition, the tax climate is good and there is a strong demand for cannabis products.
What is the cheapest state to open a dispensary?
We’ve listed Oregon and Colorado as two of the cheapest states to open a dispensary, but there are other good options, especially if initial expenses aren’t your biggest concern. Some states offer better market conditions, others offer lower tax rates, and some offer more flexible licensing options.
How much does it cost to open a dispensary in the US? The cost of opening a cannabis dispensary ranges from $150,000 to $2 million. That includes key costs of about $250,000 for annual staff, $100,000 in annual rent, and $50,000 for upfront renovations.
Is owning a dispensary profitable?
Dispensaries are, for the most part, a very profitable business. Studies have shown that up to 90% of dispensaries reported good to significant revenue in the past year, with an average 12% profit margin after tax and an average of 2 million in sales annually.
How much do dispensary owners make in California?
On average, dispensary owners make between $100,000 and $500,000 per year. There are many factors that determine this, such as your overhead costs, monthly rent, loans, income, profit margin, foot traffic, and eCommerce channel. Fortunately, we have written a guide to outline what factors affect dispensary owner income.
What is the most you can make at a dispensary?
Average cannabis dispensary hourly pay ranges from about $12.25 per hour for stockers to $19.95 per hour for retail analysts. The average cannabis dispensary salary ranges from about $33,000 per year for assistant managers to $89,450 per year for chemists.
What is the easiest state to open a dispensary?
Oregon is one of the best states to open a dispensary. The legal environment is favorable and there are many opportunities for market entry. In addition, the tax climate is good and there is a strong demand for cannabis products.
How much is it to open a dispensary in Arizona?
The cost of opening a dispensary in Arizona is considerable. In the state, dispensary license application fees are a non-refundable $25,000 per location or a $5,000 non-refundable fee for Social Equity applicants.
How much does it cost to open a recreational dispensary in Arizona?
The cost to open a dispensary in Arizona First is a $25,000 non-refundable application fee as well as a $5,000 annual renewal fee. In Arizona, there is also a requirement for each of your employees to register for $500 for each of them.
How much does a dispensary owner make in Arizona?
It depends on a number of factors, but most owners can expect to clear a profit of $30,000-$50,000 per month. Of course, this varies depending on the size and location of the business.
Is it hard to open a dispensary in AZ?
The Arizona cannabis market is currently difficult to enter due to caps on total licenses and stiff competition from large multi-state operators (MSOs). But it is also a market with a strong existing revenue base and plenty of growth and potential.
