Crafting an Effective Cannabis Dispensary Advertising Strategy

Crafting a dispensary advertising strategy for your cannabis dispensary isn’t just about selling products; it’s about making genuine connections. A cornerstone of our client relations at SM Services is making connections that matter, and we carry that from our relationship with you to your relationship with your customers. Here’s our practical guide to crafting a dispensary advertising strategy that feels real, relatable, and effective.

Getting Personal with Your Audience: Your customers are unique individuals, each with their preferences and stories. Taking the time to understand them is key. At SM Services, we dive deep into understanding your audience—what they love, what resonates with them—to ensure that every message hits home. We do this by taking the information you share with us about best selling products and who is most likely to walk through your doors and our years of experience in the cannabis industry.

Navigating the Digital Landscape: The same way your brick-and-mortar dispensary has a look that can attract or scare away customers, your website, social media posts, and digital display advertisements are your first impression and continued impression with many online shoppers and first time searchers. From engaging social media posts to eye-catching ads, our team at SM Services crafts visuals and messages that cut through the digital noise.

Informative and Engaging Content: More than just promotions, your customers crave information. Educated customers typically spend more, and providing educational content about cannabis products not only informs your customers but builds trust between you and them. Our goal at SM Services is to create content that educates and empowers your audience to make better decisions and purchase the right product for them, while building your credibility.

Collaborating for Success: Partnerships aren’t just about business; they’re about creating relationships. We’ve built relationships with all of the different verticals of the cannabis industry, and we’d love to get you in contact with them! If you’re looking for new products to carry or looking to start making your own products, we always know who to call. Most importantly, all of our connections are cannabis and dispensary friendly. We help identify partnerships that align with your values and expand your reach in an authentic way.

Consistency and Evolution: Staying true to your brand while being adaptable is crucial. We maintain a consistent presence while analyzing data to fine-tune strategies, ensuring your dispensary advertising efforts evolve and remain effective. We know your plans are flexible and we’re always willing to adjust course as your business changes.

In conclusion, effective dispensary advertising for your business isn’t just about sales—it’s about building connections. At SM Services, we’re dedicated to helping you create meaningful connections within the cannabis community.

Cannabis Advertising Agency

Tips For Effective Digital Cannabis Advertising

Traditional forms of advertising are great, but as the world moves further towards technology, having an online presence is becoming increasingly important. There are only 24 hours in a day, and you can only spend a fraction of that time on your digital presence, so how do you beat dispensaries and ecommerce CBD companies that already have a strong digital presence online?

Here’s some important things to keep in mind when developing your digital marketing strategy for your dispensary or ecommerce CBD business.

  • Review the laws – Cannabis legislation moves at a breakneck pace, this means you need to be on the lookout for potential legislation changes including things like the SAFE banking act, along with local and state-level legislation. Along with the legality of your CBD or cannabis products, there are also special rules for advertising. Search engines like Google and social media like Instagram and X(formerly twitter) are constantly changing their rules and expectations surrounding cannabis and CBD.
  • Set a budget for your digital cannabis advertising campaign – It would be amazing if all forms of advertising could be free and effective, but like most things in life, you need to pay more to see the best results. It is important to set aside some amount of money as an advertising budget and do your best to stick within that budget. This means picking specific channels of communication that will give you the best return, and being ruthless when you notice you aren’t getting the ROI you’re expecting.
  • Know the KPIs – This works in tandem with your budget, don’t just throw thousands of dollars at a cannabis marketing agency without knowing what you’re measuring. Check in with the agency you’re working with or thinking of working with and ask them what KPIs they track for each of your campaigns. It’s important to be cognisant of the fact that not all campaigns are run with the intention of driving a sale. Some campaigns exist solely to increase a consumer’s awareness of your product and make them more likely to think of you and purchase your product down the line when they’re ready to make a purchase, not to turn them into a shopper five minutes after they’ve been exposed to your ad.
  • Keep your website up to date – Many digital campaigns set a goal of driving traffic to your website – if you don’t have a sleek website that makes people want to click around, they will leave your website. The same way you keep your dispensary or home clean, your website needs to be clean and appealing to potential customers.

Go with an omnichannel approach

Putting all your eggs into one basket and only running display advertisements or only having an SEO campaign is like trying to drive a car with only one wheel. It takes a minimum of 7 different touchpoints to convert a person into a customer, and it takes continuous touchpoints after the fact to keep your brand at the top of that customer’s mind the next time they want to purchase cannabis or CBD products. This means running multiple campaigns and efforts at the same time, ranging from local events to display advertising to email marketing. Doing all of these takes much more work than just doing one, but the more engaged you are with your potential customers, the more engaged they will be with you.