Dispensary Marketing for Beginners: A 5-Point Guide

If you’re ready to invest in dispensary marketing but don’t know where to begin, you’re not alone. There are so many marketing possibilities to consider that it’s difficult to know where you should be focusing your time and effort.

In our guide, we’ll explain the areas you should focus on to grow your dispensary, even in the midst of a global pandemic.

Dispensary Marketing Tactics That Yield Results

When it comes to marketing, it can be difficult to justify the return of your time, effort, and resources – especially in the digital age.

Fortunately, digital marketing tools such as dispensary SEO make it possible to understand exactly how your efforts are paying off. Tools like Google Analytics provide powerful insights when used correctly.

Here are the top 5 measurable strategies you can implement today:

Website Optimization

It’s not enough to simply have a website that “works”. For many potential customers, your website is the first impression that people have of your dispensary. It is most often the first contact you will make with potential customers.

Even if your dispensary is in a great neighborhood and has a wide variety of products and happy customers, if your website doesn’t look legitimate, people are going to click away.

It’s important to ask yourself: “If I visited my dispensary’s website, would I feel comfortable placing an order?”

Be sure to dig a little deeper than just the aesthetics of your website as well:

  • Do your landing pages provide clear instructions of what customers can expect?
  • Are there details for both curbside pickup, delivery, or otherwise?
  • Is your contact information easily accessible no matter where users are on your website?

Not only is it good practice to be focused on your customers’ needs, but Google ranks businesses higher when they prioritize the user experience. And trust us – Google knows.

Ranking higher on Google searches

While Google can’t be forced (or bought out) to rank you on the first page of search results, did you know that there are specific factors that Google prioritizes to rank businesses online?

These make up the key pieces of what’s known as SEO, or Search Engine Optimization.

Dispensary SEO includes optimizing your website for relevant keywords. These are search terms that potential customers are typing into Google to find a dispensary such as yours. If your website doesn’t have the proper keywords, then a high number of potential clients can’t find your business.

One of the ways to incorporate keywords into your marketing plan is to invest in creating cultured and curated content.

If you’ve heard of “business blogging,” this is what it’s about! It’s not enough to simply upload random content with a few keywords.

Instead, use the keywords that users are searching to create content that users actually care about and want to read. In other words, provide value to your readers by offering them key information about the industry and your services.

Another factor that impacts dispensary SEO is inbound links.

These are the links from websites (other than your own) that lead back to your website. These links are like a vote of confidence from one website to another, letting Google know that your business and website can be trusted.

Inbound links back to your business should also come from high-quality, high-ranking websites only.

linking to your own, which in turn will improve your own domain authority! The world of SEO is vast and seems to be ever-expanding, but these are the areas where we recommend starting!

Local SEO factors

Here’s where things get a little technical. Local SEO focuses on geographic search results. When someone searches for “dispensaries near me,” does your dispensary pop up on the first page of Google?

What about the “map pack”, the top few suggested results in Google, where users can click to pinpoint your dispensary’s location on the map?

Google has made it abundantly clear which factors impact local SEO. First, you’ll want to focus on optimizing your Google My Business (GMB) profile. Does it have your address, phone number, email address, website, and hours of operation? Is it fully optimized and filled out? Are customers leaving positive reviews?

Remember, Google prioritizes the user-experience above all else! Meaningful customer reviews that actually help potential clients will greatly improve your local SEO. This would also be a good place to incorporate keywords, through your replies to customers’ reviews.

Improve customer experience

While this might not seem like a dispensary marketing tactic, it is definitely an important piece of the puzzle. It’s much easier to ask customers to leave positive reviews for your dispensary on Google if they have a great experience in your shop.

Some questions to ask yourself, regarding the customer experience might include:

  • Are budtenders helpful?
  • Is your website informative?
  • Is the purchasing, delivery, and / or pick-up process as smooth as possible?
  • Were you properly implementing local and national recommendations for social distancing and safety?

By improving the customer experience, you’ll increase positive reviews and greatly reduce the likelihood of a negative review.

Focus on customer retention

The most successful dispensaries that we work with have weekly deals and customer rewards systems. This keeps customers coming back over and over for quality products. If customers don’t have a good experience or if they can find the same quality product cheaper somewhere else, they won’t return.

What’s more, this increases the risk of negative reviews, which can impact your local rankings long term.

Also, it’s important to remember that your employees’ experience matters just as much – if not more – than the customer experience.

To provide a great customer experience, you must create a great work environment for your employees. After all, without your people the customer experience would not exist.

Finding an Experienced SEO Company

Now is the time for focus on dispensary SEO, in order to outrank competitors who are likely already implementing these strategies in their marketing plans. By finding a trustworthy dispensary marketing company that knows the cannabis industry, you can rest assured that your marketing efforts are being taken care of.

Green Zen Marketing has been helping dispensaries from all over the nation improve their positions in local search, boosting sales by up to 35%.

We specialize in guiding dispensaries towards a better understanding of their online rankings, and their online presence as a whole.

We can assist you in building backlinks to your website, and help you to set up and manage your Google My Business listings and reviews. We can help you to understand the greatest areas for improvement as far as your SEO profile is concerned, and more. 

Not sure where your dispensary stands as far as SEO? Contact us today for a free strategy consultation, and give your dispensary marketing a boost!

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