Developing a Dispensary Marketing Plan: Crucial Considerations

Develop a digital marketing and advertising plan for your cannabis dispensary with these insights.

With expectations that the legal cannabis space will reach a valuation of $66.3 billion in 2025, this industry is changing the face of various sectors, including but not limited to pharmaceuticals.

Your target audience likely includes MMJ patients. However, you might be serving recreational consumers, too.

dispensary marketing plan and a jar of high-quality herb

Brick-and-mortar dispensaries are expected to grow by 23.9 percent. But many of these operations are still yet to be integrated into e-commerce.

Both recreational and medical usage of cannabis throughout the United States has gained favorable interest due to its widely-acclaimed advantages to health – not to mention the psychoactive effects recreational cannabis consumers enjoy.

At present, patients living in states where cannabis is legally available can buy products from dispensaries where medical marijuana is produced and sold. However, with this crowded, highly controlled market, how can dispensaries develop a marketing strategy that safely, legally, efficiently, and effectively allows them to acquire their piece of the cannabis industry pie?

Here’s a list of the most important considerations to keep in mind as you’re developing a dispensary marketing plan.

Branding for Dispensary Digital Marketing

Before creating your dispensary’s marketing plan, you’ll need to work out the branding. This is how you develop the human side of your operation, allowing your customers to relate more to your business as you create an emotional connection to your brand.

Your dispensary’s branding will affect everything from the colors you use on your website to the type of language you use in your social media posts.

To get started on dispensary branding, answer the following questions:

  • What is the story behind your dispensary?
  • Who are your customers?
  • How do you want people to feel when they think about your dispensary?
  • Your dispensary’s branding should be unique, consistent, and memorable.

Creating a Unique Selling Proposition (USP)

Every business needs a USP – a reason for customers to choose your dispensary over any other option.

What is it that makes your dispensary stand out from the crowd? Do you have lower prices? A wider selection of products? A more customer-friendly atmosphere?

Your USP is what will make you successful in the long run, so take some time to think about what it is that makes your dispensary special.

You can use your USP to guide all of your dispensary marketing decisions, from the type of content you create to the social media platforms you use.

Developing Your Dispensary’s Digital Marketing Strategy

Now that you have your branding in place and you know what makes your dispensary unique, it’s time to start thinking about how you’re going to reach your target audience.

There are a number of digital marketing channels you can use to reach your target audience, including but not limited to:

  • Social media
  • Email marketing
  • Content marketing
  • Paid advertising

Each of these channels has its own advantages and disadvantages, so it’s important to think about which ones will work best for your dispensary.

You’ll also need to think about what type of content you’ll create, as well as how often you’ll post it. A good rule of thumb is to post high-quality content on a regular basis.

You should also consider creating a blog, as this is an excellent way to attract new customers and keep your existing ones coming back for more.

You’ll also need to think about how you’re going to measure the success of your dispensary marketing efforts. This can be done through a number of metrics, including but not limited to:

  • Website traffic
  • Social media engagement
  • Email open rates
  • Conversions (sales, leads, etc.)

By tracking these metrics, you’ll be able to see which of your dispensary marketing efforts are working and which ones need to be improved.

Dispensary Customer Interaction

While customer acquisition is essential, the dispensaries that successfully reinvest in their customer interactions and loyalty programs are the ones that will see the greatest ROI in the long run.

Encourage customers to sign up for your loyalty program and offer them incentives for doing so. You can also use social media to interact with your customers and build relationships with them.

It’s equally important to remember that word-of-mouth is still one of the most powerful marketing tools you have at your disposal. Satisfied customers will tell their friends and family about your dispensary, which can help you attract new business.

Dispensary Marketing Plan FAQ

How do I get more customers to my dispensary?

You can use a wide assortment of strategies to get customers to your dispensary. These can include but are not limited to:

  • Developing a strong branding strategy
  • Creating a unique selling proposition
  • Developing a comprehensive digital marketing strategy
  • Using customer loyalty programs
  • Building relationships with customers

Can dispensaries advertise on Google?

Dispensaries can now use Google Ads and incorporate them in a built-out digital marketing strategy. However, you’ll need to be careful. Drive more traffic to your dispensary’s website by advertising your online menu on Google.

Closing on Crucial Considerations of a Dispensary Marketing Plan

A well-thought-out dispensary marketing plan is essential for any dispensary that wants to be successful. By taking the time to develop a strong branding strategy and create quality content, you’ll be able to reach your target audience and build a loyal customer base.

Keep in mind, that by tracking your progress and continuously improving your marketing efforts, you’ll be able to keep your dispensary ahead of the competition. As the space becomes more saturated with other dispensaries, these considerations are crucial to your success!

No Strings Content

Your strategy should scale your success. We’ll analyze your business, your competition, your content, and your audience to plan and execute your digital marketing strategy.

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