Digital Marketing for Marijuana Dispensaries

How to Market a Dispensary

Marketing a dispensary requires a strategic approach due to restrictions on traditional advertising methods. The most effective way to reach your target audience is by using a combination of search engine optimization (SEO), content marketing, and programmatic display ads.

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A Dispensary’s Guide to Digital Marketing Success

The cannabis industry is thriving, but digital marketing for dispensaries presents a unique challenge. Traditional advertising avenues like Google Ads and social media ads are often restricted or outright banned. But don’t despair! This comprehensive guide on how to market a dispensary successfully in the digital age recommends a powerful trifecta of robust SEO, strategic content creation, and targeted programmatic display ads.

Understanding the Limitations

Before we delve into the solutions that will propel your dispensary to digital marketing success, it’s crucial to understand the unique challenges you face when you’re trying to figure out how to market a dispensary. The cannabis industry operates in a complex legal and regulatory environment, and this complexity extends to the digital marketing sphere.

• Google Ads: Google, the king of search engines, has a strict policy against advertising recreational drugs, including marijuana. This means you cannot leverage Google Ads, including paid search campaigns and display ads on the Google Display Network, to directly promote your dispensary or its products. While this might seem like a major setback, there are alternative avenues to explore.
• Social Media Ads: Platforms like Facebook and Instagram, with their massive user bases, seem like ideal places to reach cannabis consumers. However, these platforms also have strict policies against promoting recreational drugs. While some limited forms of cannabis-related advertising may be possible, it often requires navigating a complex maze of restrictions and constantly evolving guidelines.
• Organic Social Media: While organic social media posts are allowed, you must tread carefully. You can’t directly promote cannabis use, mention prices, or showcase product photos. This significantly limits your ability to showcase your offerings and drive direct sales through these platforms. However, with creative strategies and a focus on building community and brand awareness, organic social media can still play a valuable role in your marketing mix.

Unlocking Marijuana Dispensary Digital Marketing: The 3 Pillars of Success 

The key to unlocking how to market a dispensary lies in a strategic blend of three potent tools: Search Engine Optimization (SEO), compelling content marketing, and the precision targeting of programmatic display ads. This trifecta not only circumvents the limitations imposed on the cannabis industry but also empowers you to reach your target audience with laser-focused accuracy and build a thriving online presence.

The Power of SEO & Content Marketing

Search Engine Optimization (SEO) and content marketing are the bedrock of your digital strategy, working together to attract a steady stream of organic traffic — online customers who are actively seeking marijuana products in your area. Here’s the kind of effective content you can create:

• Service Pages: Imagine each of your services as a room in your house. Create individual service pages for each cannabis strain you offer, highlighting its unique effects, aroma, flavor profile, and potential therapeutic benefits. Optimize each page with relevant keywords like the strain name, its terpene profile, and common uses. For example, a page on “Blue Dream” would include information on its sativa-dominant hybrid nature, sweet berry aroma, and potential benefits for creativity and relaxation.
• Consumption Method Guides: Build a library! Craft in-depth guides on vaping, edibles, topicals, and more. Explain the benefits, potential drawbacks, and ideal products for each method. This establishes you as a knowledgeable resource.
• Personalized Experiences: Offer consultations or “cannabis sommelier” services. Detail this personalized approach on a dedicated page, emphasizing your expertise in matching customers with the right products.
• Location Landing Pages: Your dispensary is your home base. Create unique landing pages for each neighborhood you serve. Weave in local landmarks, cultural references, and even partnerships with nearby businesses. This builds a sense of community and relevance. Imagine a page for a Denver dispensary mentioning the Red Rocks Amphitheatre and featuring a nearby brewery known for pairing beer with cannabis.
• Blogs: Think of your blog as your dispensary’s voice. Publish in-depth strain reviews, including tasting notes, effects, and recommended pairings. Educate consumers about terpenes, cannabinoids, consumption methods, and responsible cannabis use. This positions you as a trusted authority. Share engaging lifestyle articles connecting cannabis with cooking, wellness, or creativity. A blog post about “Cannabis-Infused Mocktails for Summer” could be a hit.
• Product Descriptions: Your products are the heart of your dispensary. Go beyond basic information. Craft captivating stories around each product, highlighting its origin, cultivation methods, or unique brand story. Describe the aroma, flavor, and visual appeal in vivid detail, creating an immersive experience for the reader. Share authentic customer testimonials to build trust and social proof.

Precision Targeting with Programmatic Display Ads

Programmatic advertising is a data-driven approach to digital marketing that allows you to place highly targeted ads across a vast network of websites, apps, and video platforms, reaching the most relevant audiences based on their browsing behavior, interests, and demographics. When determining how to market a dispensary, we’ve got several ways we can target programmatic display ads:

Geofencing:

• Competitor Conquesting: Set up geofences around competing dispensaries. Offer special discounts or highlight unique products to lure customers away from your competition.
• Event Targeting: Geofence music festivals, cannabis conferences, or local farmers’ markets where your target audience might gather. Display ads showcasing your brand’s vibe or special event-related promotions.
• Neighborhood Targeting: Geofence specific neighborhoods known for higher cannabis consumption. Tailor your ads to the local culture or preferences of those residents.

Addressable Audiences:

• Health-Conscious Consumers: Target users who frequently visit health food stores, fitness websites, or use health tracking apps. Highlight the potential wellness benefits of your cannabis products.
• Foodies: Target individuals who engage with cooking shows, food blogs, or recipe websites. Promote cannabis-infused edibles or recipes featuring your products.
• Outdoor Enthusiasts: Reach users who show interest in hiking, camping, or outdoor activities. Showcase how your products can enhance their outdoor experiences.

Retargeting:

• Cart Abandonment: Retarget users who added products to their online cart but didn’t complete the purchase. Offer a discount or reminder to entice them back.
• Educational Content: If users visited your blog or educational resources, retarget them with ads promoting related products or upcoming webinars.
• High-Value Customers: Retarget previous high-spending customers with exclusive offers or loyalty program rewards.

Contextual:

• Strain-Specific: If a user is researching a specific cannabis strain on another website, show them an ad featuring that strain at your dispensary.
• Health and Wellness: Target websites that discuss anxiety, chronic pain, or other conditions for which cannabis may be a potential treatment. Promote your products as potential solutions.
• Lifestyle: Display ads on websites that align with your brand’s values and aesthetics. If you have a sustainable or eco-conscious brand, target websites focused on green living.

Search:

• Local SEO: Bid on keywords related to “dispensaries near me” or specific products to capture users actively searching for cannabis in your area.
• Strain Names: Target users searching for specific strains with ads highlighting your selection and expertise.
• Informational Searches: If users are searching for “how to use CBD” or “benefits of edibles,” showcase your educational content or product recommendations.

Third-Party Audience Data:

• Cannabis Enthusiasts: Target pre-built audience segments of users interested in cannabis culture, news, or products.
• Medical Marijuana Patients: Reach patients with specific conditions who might benefit from your products. Ensure compliance with regulations when targeting medical users.
• Local Demographics: Use data to target specific age groups, income levels, or interests within your local area.

Crafting Compliant and Effective Ad Creative

To ensure your digital marketing efforts are both impactful and legally sound, prioritize the following:

• Legal Compliance: Every aspect of your marketing, from ad copy to imagery, must adhere to local, state, and federal regulations. This includes age restrictions (21+ in the US), avoiding any claims about medical benefits, and using language that doesn’t directly promote cannabis use. CaseText has the most current marijuana advertising laws in each state.
• Data Privacy: Be transparent about how you collect and use user data. Respect privacy concerns and comply with relevant data protection regulations like GDPR or CCPA.
• Lifestyle Imagery: Use high-quality visuals that resonate with your target audience and reflect the positive aspects of cannabis culture and your brand’s unique personality. Avoid imagery that could be perceived as promoting underage use or irresponsible consumption.
• Educational Content: Instead of directly promoting products, focus on educating your audience about cannabis, its potential benefits, responsible use, and different consumption methods. This builds trust and positions your brand as a knowledgeable resource.
• Promotions and Offers: Entice potential customers with special deals, discounts, or limited-time offers, but always ensure these promotions comply with local advertising regulations.
• Compliant Messaging: Craft ad copy that avoids direct calls to action to purchase cannabis products. Instead, focus on generating brand awareness, driving traffic to your website, and promoting educational content.

The Myth of Influencer Marketing in the Cannabis Industry

While influencer marketing has become a staple in many industries, our experience suggests it’s not the most effective strategy for dispensaries. A recent study by the Brightfield Group revealed that only 14% of cannabis consumers are influenced by social media influencers when making purchasing decisions. This is significantly lower than the impact of factors like product quality (78%), price (64%), and brand reputation (52%).

Furthermore, the transient nature of social media trends makes it difficult to establish lasting brand loyalty through influencers. While a well-placed influencer post might generate a temporary spike in traffic, it rarely translates to consistent, long-term sales growth. This should not be a pillar when you’re deciding how to market a dispensary.

The Winning Formula

We believe that focusing on building organic relationships with customers through high-quality content, excellent customer service, and community engagement yields more sustainable results. Embrace these tactics, stay informed about regulations, and watch your business thrive in the digital landscape. Remember, it’s not about shouting the loudest, but about reaching the right people with the right message at the right time.

Ready to Elevate Your Dispensary’s Digital Presence?

Don’t let the challenges of cannabis marketing hold you back. At SharpNet, we know how to market a dispensary, and have helped numerous marijuana dispensaries, distributors, and cannabis product manufacturers overcome restrictions and achieve remarkable results. Our proven strategies in SEO, content marketing, and programmatic advertising have generated significant organic traffic, increased brand awareness, and driven substantial revenue growth for our clients.

Ready to see the difference? Contact SharpNet today for a free consultation and let us show you how we can tailor these strategies to your dispensary’s unique needs. We’re confident that together, we can unlock the full potential of your online presence and achieve unparalleled success in the digital landscape.