Want to market your cannabis retails store online? There are a number of ways to do so and we’ve teamed up with internet marketing professionals Greens Canna Care to provide you with the advice you need.
1. Clearly define your target market and use segmentation
It may seem like a less profitable idea, but you will actually find it more profitable to cater to a specific section of the market rather than provide all products and price points for all cannabis customers. You really can’t provide everything for everyone and the more detailed your profile of an ideal consumer the better your services and the more effective your marketing will be in the long run.
This doesn’t mean you need to find yourself a box and stay there. You can also apply market segmentation to creating several sub-categories of a market based on the characteristics and attributes they share. If you do this your marketing campaigns will be better targeted and your relations with your customers will be of higher value.
2. Cultivate a brand with personality and a story
In the mad dash to make business, many retailers may be rushing too quickly through the branding process and ending up with inferior results. But, the importance of a well-appointed and finely crafted brand and personality cannot be underestimated in such a saturated market like this. It will add a little to the initial cost to hire a brand consultant and designer, but it will be worth it in the long run. Those brands with perfect personalities and great stories are the ones that make lasting connections with their customers.
The important thing to remember is that your brand is more than just your logo, fonts and other branding features, you must create a feeling and a personality your customers can connect with personally. One great way to do this is with a special story that conveys what your brand is doing and where they are going because this will give your customers a reason to choose you over anyone else. Customers always gravitate to brands that truly understand them and this is no different in the cannabis market.
While you will be required to follow the regulations outlined in the marketing guidelines, the basic point of all that is to not make the marketing process too appealing to children and not use overt symbols and imagery depicting cannabis. Furthermore, in an industry that is trying to shake off social stigmas and reach major marketing channels it is time to put plenty of thought and planning into intelligent marketing campaigns.
3. Broadcast on all available marketing channels.
Creating top-quality lasting relationships with your customer’s means more than just what happens in the brick-and-mortar location. It means following up on them and being good friends beyond the doors of your dispensary. This means that you should be using every marketing channel you can reach your customers.
You will naturally consider your main web page as the central hub of your online efforts. You will want to keep it on point with a proper SEO upgrade and engaging relevant content. But, you should also set up your Google My Business page and Yelp! listings.
To other important channels will be your mail and SMS texting. This can be a tough one to get just right. And many marketers make the mistake of flooding their client inboxes with useless garbage, promotions, hyped up deals and other content the client has no interest in. no wonder so much this ends up in the recycle bin without even being read.
To properly use Email and SMS you should treat these direct links as a privileged symbol of your client’s trust. As such, you will only use it to convey information you believe that specific client will find valuable and want to read. This could be a letter about the different strains you provide, the story behind each one and why this customer might be interested in them. As opposed to overt advertisements, you can create educational content that promotes ideas that your clients will be attracted to – this will keep your messages and emails from going straight to the recycle bin.
There are some restrictions on social media sites that regulate the type of advertising that can be done, but social media can still be used as ways of promoting content that is closely related with your brand’s themes and direction and helps to improve the experience. Tailor these messages to the platforms where they will be published to ensure the maximum effect from each one.
As a final practical idea, take your marketing from the digital frontier into the events and sponsorships that are happening in your area right now.