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Dispensary Advertising: 3 Ways To Grow Your Business

Overview: Advertising Your Dispensary

Step into the world of a cannabis dispensary owner. Visualize...a place that is the epitome of modern elegance. It's more than just a store; it's a haven, showcasing the finest strains of cannabis in gleaming glass cases, backed by a knowledgeable team eager to guide every visitor.

However, as any seasoned dispensary owner knows, having a polished setup is only half the battle. The more significant challenge is ensuring its customer base knows that it 1.) exists and 2.) has quality products at fair prices. Opening the door is just the beginning and where the sophistication of dispensary advertising comes in. It's a universe rife with strict regulations, an ever-evolving consumer, and the pressing need to differentiate.

So, how does one navigate through this challenging landscape? By educating, testing, and staying at the forefront of the technological shifts. Below are three channels that, when done right, deliver incrementally both in margin and transactions that dispensary owners need as the market faces increasing consolidation.

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Leveraging Digital Audio

In an era dominated by visual content, the power of the spoken word via digital audio is rising exponentially. Podcasts, digital radios, and streaming platforms have transformed from mere entertainment channels to robust advertising mediums. Here's your guide to grow at every frequency:

  1. Audience Connection: Dive deep into your potential customers' likes, dislikes, habits, and preferences. Understanding them allows you to craft content that appeals to seasoned cannabis connoisseurs and curious newbies. Whether it's a detailed podcast delving into the medicinal properties of a particular strain or a catchy jingle on a popular streaming service, relevance is crucial.
  2. Navigating the Regulatory Maze: Staying updated with platform-specific regulations is imperative. Remember, not all digital audio platforms are cannabis-friendly. Conduct thorough research to pick those that align with your business goals while remaining compliant.
  3. Quality Matters: An audio advertisement's impact is directly proportional to its quality. Clear sound, a compelling script, and a strong call-to-action can distinguish between a potential customer tapping the 'skip' button and them making a beeline for your store.

Employing Email & SMS Marketing

When executed right, Cannabis Email Marketing is akin to personal conversations with your customer. It's intimate, informative, and, if done precisely, convenient.

  1. The Power of Segmentation: A one-size-fits-all approach rarely works. Break down your subscriber list into smaller segments using audience segmentation – perhaps based on their purchase history, product preferences, or location. Tailored content boosts open rates, engagement, and, ultimately, sales.
  2. Beyond Discounts: Yes, everyone loves a good deal, but you are likely giving away unnecessary margin. Find ways to develop offers that are relevant by tailoring your offers to specific segments based on how recently (1) they purchased, how frequently (2) they purchased, on average, and how much customers spend when they transact with your business (3).
  3. SMS: The Underestimated Giant: The immediacy of text messages is unmatched. A well-timed SMS about a flash sale or a new product launch can drive foot traffic and online conversions faster than most other mediums. Low latency is critical; this offers a unique opportunity to see, in near-real time, how effective your messaging is with a particular cohort.

Developing a Local SEO Strategy

In the world of dispensaries, think global but act local. A robust cannabis regional SEO strategy ensures your community and immediate potential customers find you when they're searching.

  1. Maximizing Google My Business (GMB): GMB isn't just a listing; it's your online storefront. Regularly update it with fresh photos accurate information, and actively engage with reviews. This not only boosts your visibility but also establishes trust.
  2. Localization of Content: While global cannabis trends are essential, don't forget your roots. Create content centered around local events, news, or a spotlight on loyal customers. It showcases your commitment to the community.
  3. Backlinking - The Local Way: Network with influencers, bloggers, and news outlets. Collaborative content, guest posts, or local event sponsorships can improve your credibility and SEO ranking.

Work With CAA

The world of cannabis is dynamic. As a dispensary owner, it presents a myriad of opportunities and challenges. Dispensary advertising isn't just about showcasing products; it's about sharing stories, building trust, and creating a community. By harnessing the potential of digital audio, delving deep into dispensary email marketing, and perfecting your local dispensary SEO strategy, you can drive sales and foster brand loyalty that separates you from the crowd.

Our mission is clear - to be the compass guiding dispensaries through the intricate alleys of cannabis advertising. With actionable insights, seasoned expertise, and an unwavering commitment, we invite you to join us at the forefront of cannabis performance marketing.

Looking for Dispensary Advertising Services?

Eric Allred

Head of Product

SEP 30, 2023, 9 Min

Growth Strategy

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