Weed 101: 5 Dispensary Advertising Techniques
Did you know that the global cannabis market is prepared to hit $166 billion by the year 2025?
The industry is fast growing and public opinion on cannabis products is shifting towards acceptance. Dispensary advertising is difficult, but by no means impossible.
Since cannabis finds itself in a unique situation when it comes to marketing, we have to get creative. Finding the right channels to advertise your dispensary through is a challenge that needs facing.
With the right marketing strategies, you can reach a wide audience inside your geo-targeted area and beyond.
Keep reading to find out several dispensary advertising techniques that you can start using right now!
1. Social Media
Social media is tricky when trying to advertise your dispensary. Most social media websites will not permit you to advertise anything cannabis-related, even legal CBD.
Yet, it is still advised that you create a social media presence for your brand. When speaking about digital marketing, social media is one of the best ways to connect with your audience.
You may not be able to advertise your products, but there are many ways to get around social media’s advertising restrictions.
On Instagram, many dispensaries post user-generated content, quality photos of their products, team member profiles, and details about upcoming events.
LinkedIn, YouTube, Twitter, and Facebook have other similar opportunities. You can build a community without advertising.
2. Digital Ads
Almost no digital advertising platforms allow advertisements related to cannabis. Because of this, dispensary advertising often has to be done by reaching out to publications and websites directly.
Publications within the cannabis industry are your best bet for securing a deal and reaching your intended audience. Most companies will allow negotiations concerning advertising rates on a CPC or CPM basis.
Sometimes, advertising with cannabis-friendly platforms or individual publishers is a more successful alternative to large networks.
3. Cannabis SEO
Digital presence is the best way to get recognition for your brand.
Facebook, Twitter, and Instagram all have restricted the promotion of products related to cannabis. You have to be sure your brand is at the top of google for a search like “cannabis near me”.
What you can do is create a website for your business. Then, drive people to your website. Create web pages with helpful content that answers questions you know your customers have.
Finding relevant SEO keywords for your website and its content can be difficult. They are marked as prohibited content by Google and other search engines.
These search engines choose not to display data on keywords like cannabis. Likely, because the product is federally illegal.
You can improve your search and online presence by investing in your website. Make it mobile-friendly, include your menu, and add your store’s hours.
Additionally, you can get your business listed in directories. There are both local directories like Yelp or cannabis-related directories like Weedmaps.
Don’t forget to ask for customer reviews. Customer reviews are often the difference between choosing you or someone else a mile down the road. A good review can go a long way to bring in more customers.
4. Brand Ambassadors
Many dispensaries rely on brand ambassadors and word of mouth to promote their brand. This has been a very successful approach to bridging the gap that is limited advertising options.
Cannabis retailers benefit from reaching out to their most influential customers. They have social media accounts with followers that match their customer profile.
By identifying influencers who match your brand you can reach a larger audience. An audience that is already interested in the product you are selling.
You can collaborate with brand ambassadors or social media influencers to increase your sales. It also helps you build a trusted brand that brings in long-term profits.
Consider encouraging new customers brought in by brand ambassadors to stay. This can be done with influencer-specific discount codes and/or a loyalty program.
Billboards are a popular way to advertise dispensaries. In most legal states, billboards are the best way to direct customers in your area to your store with little effort.
Live in or visit a legal state that allows billboards for cannabis-related products. You’ll see dispensary billboards all over. That’s because they work!
Still, billboard advertising for marijuana is illegal in many states or it is highly restricted. Before designing or buying a billboard for your dispensary, be sure you know the regulations in your state.
Why Marketing Cannabis Is Difficult
Marketing cannabis is difficult for the reason that it is not legal federally.
Many platforms do not allow marijuana-related advertisements on their pages. And, some states have strict advertisement restrictions for cannabis products.
It’s especially tricky because most dispensaries are only looking for customers locally. Unlike chains, many companies that sell cannabis only need to appeal to locals within their state.
State regulations on advertising are different from one state to the next. In Maryland, a state with legalized medical usage, cannabis ads of any kind are not allowed. Yet in Washington, you may advertise on billboards.
Knowing your state’s regulations on advertising for cannabis is highly recommended. Fines can be expensive for those who go too far.
This relatively new industry finds itself in a unique situation when it comes to marketing. That’s why we have to get creative. Finding the right channels to advertise your dispensary through is a challenge that needs facing.
Dispensary Advertising for You
There’s no doubt that cannabis marketing is difficult. With a little bit of creativity and finesse, though, your dispensary can stand out in a state that is competitive with cannabis products.
Reaching target audience with dispensary advertising. Use hyper-local tactics and hire a great digital marketing and advertising agency.
Contact us at Forge Digital Marketing today. Start discussing how we can help you advertise your dispensary successfully.