For someone who is already managing the day-to-day operations of a business, developing a marketing plan for your growing dispensary can be a challenge. As you are well aware, the cannabis industry is unlike any other, and while it is a fast-growing field with the potential to generate huge profits for savvy proprietors, it is also fraught with regulations and restrictions that make many traditional advertising channels inaccessible to businesses in the industry.

Making sense of all of the rules of cannabis marketing while also managing your dispensary can quickly evolve into a major headache. However, you do not need to fear. This guide will steer you in the right direction, helping you to understand the do’s and don’ts of cannabis marketing, allowing you to develop the best possible marketing plan for your dispensary

 

First Step: Your Website & Your Dispensary Marketing Plan

The first consideration for any dispensary marketing plan should be your website. Since advertising options such as search and display ads are restricted for businesses in the marijuana sector, organic SEO is especially crucial. It is important that your website is professional in appearance and offers value to users, and making sure your site is optimized for mobile devices is paramount to your success in this day and age.

Why mobile is a necessary focus: most people use their smartphones to search while out and on-the-go. According to TechCrunch, 45% of consumers will choose a competitor after being disappointed by a company’s mobile site. Think of your site as a resource for your customers and provide information about your inventory, your contact information, and your location. By ensuring that your site is optimized and relevant to your clientele, you will have taken the first and most important step towards an optimal digital marketing strategy.

Step Two: Google My Business & Your Dispensary Marketing Plan

Now that your website is set up, it is time to start directing your customers to your dispensary’s location. The first step is to set up your Google My Business page. GMB pages appear in the knowledge panel (the right-hand side of the search results) when users search for your business by name. Making certain that your dispensary’s GMB listing is accurate can make or break a customer’s decision to visit your store. After all, if a customer can easily locate a competitor’s store but cannot find yours even when searching for it by name, they are going to choose the more convenient option.

First, claim ownership of your listing by verifying your account. Google will mail a postcard to your dispensary’s physical location which is then used to verify and claim your Google My Business listing. Make sure that all of your contact information is listed accurately and matches the information listed on your website, upload multiple high-resolution pictures of the interior and exterior of your location, and make sure to include as much branded imagery as possible.

Once your website and GMB listing are ready to go, you can start building backlinks and directory citations (this is part of your marketing plan for organic SEO success). This is often a very time-consuming process, and the best links are those that are earned through the value that your website offers to users and the authority that your business commands in the cannabis marketplace. In essence, if you are viewed as an expert in your industry, other sites will share your information while linking to you as a source.

 

For busy dispensary proprietors, however, managing an organic digital marketing strategy, maintaining your local listings, and building new citations and backlinks all while running a business may be unrealistic. That’s where we come in. We can help you to formulate a marketing plan for your dispensary and to enact an optimized and effective digital marketing strategy. Contact MMX today for a consultation.

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