Cannabis Dispensary Marketing: A Challenge of Creativity
Now that recreational cannabis is fully legal in 24 states, dispensaries are popping up right and left! And the business owners that manage a cannabis dispensary, especially in states like Ohio where recreational use just became legal, it’s changed the game.
When dispensaries were just selling medical marijuana by prescription only, their business was primarily operated as a pharmacy, and there were few choices for the customer for their dispensary of choice. But with the changing landscape, dispensaries are operating as retailers. And marketing becomes a different ballgame.
Why do you need to market your cannabis dispensary?
Regardless of whether you sell products or services – whether that is cannabis products or widgets – marketing is the way you get more customers in the door. Marketing can be social media, e-mail, advertising, employee recruiting, internal communications, promotional materials, referral programs, print advertising, website design, SEO, and so much more. Any method by which a customer learns about your dispensary, makes a purchase decision, enjoys the experience, and tells a friend has a marketing component. Think of marketing as a great message, broadcasted through the right megaphone, and pointed at the right people. Customers have a choice, and every dispensary gives a unique experience. Marketing is the way that you get your future customers to choose you. Remember, if you are not going to choose to market (and market well), your competitor probably will.
Can you buy Google Ads for your Cannabis Dispensary?
Short answer is no. You can advertise non-THC products like CBD creams, but anything with a THC content is considered against Google Advertising policies, even if cannabis is fully legal in your state. Why? Because Google’s policies are Google’s policies, and they are not governed by what is legal in your state. Likely, when marijuana is legal on a federal level, this will change. Slowly. And when the advertising of cannabis is legal in your state, Google (a private entity) still has the right to say that advertisers cannot advertise it.
Can you do Facebook Ads or Instagram Ads for Cannabis Dispensaries?
Like Google, Meta, the parent company of Facebook and Instagram, is a private entity that sets their own rules by which advertisers have to comply. Meta allows advertising of products that have no THC if the advertiser is certified through the service LegitScript. Facebook does not allow the advertiser to promote cannabis, ingestible CBD products, and marijuana paraphernalia such as bongs, rolling papers, or vapes. Facebook and Instagram advertising to drive traffic to your cannabis dispensary is likely not going to be the best option.
What can you do to advertise your cannabis dispensary?
This is where marketing has to get organic, meaning free. Organic marketing involves creative targeting, messaging and design. It is backed by solid data at every turn. Our experience with cannabis dispensary marketing has shown that the most effective methods are:
- SEO (Search Engine Optimization): Google Rankings are king! Likely, your future customer is searching for a dispensary near them. Your website that is full of those keywords, mobile friendly, fast to respond, and easy to navigate is going to be your most useful tool.
- Social media: future customers (about 81% in fact) use social media to research new brands. Posting on social media at least 3-4 days per week, with a 75% (or more) focus on helping/giving will get you in the minds of your local audience
- Customer service & review management: pay close attention to your customer experience. Use these reviews as a symptom of the operational challenges you might face in your dispensary. Bad reviews are not bad, they’re a clue.
- Local connections: join your local chamber of commerce. Sponsor your local sports teams, musical groups, and charities. The more positive your view in your local community, the better.
- Customer education: with legalization being new in some states, this may be the public’s first chance to learn the benefits of cannabis. You have a long road of public education ahead.
