Marijuana dispensaries were once few and far between. If you owned a dispensary a few years ago, you were a hot commodity. You likely got customers from all of the United States coming to your store.
However, cannabis is becoming legal in more states each year, which means more cannabis growers are taking advantage of this booming business. As such, boosting brand awareness for your dispensary has never been more important.
Of course, you want other dispensaries to flourish, but not at the cost of your own success. We’re here to help you put your place on the map. Keep reading for everything you need to know about branding for cannabis companies.
Distinguish Yourself from Other Dispensaries
First, let’s talk about the importance of being unique in your industry. As state laws are changing to legalize cannabis across the country, the industry is becoming more mainstream. This means more competition for marijuana dispensaries.
While this is fantastic in terms of living in a more progressive country, it also complicates your ability to thrive. You have a lot more competition than when the industry was first taking off.
As such, you need to find ways to make your dispensary unique. What is your niche? It could be a certain strain of cannabis, a specific recipe for edibles, etc.
Additionally, make sure your logo and company name are things that will stand out. The more memorable your brand is, the more consumers will associate cannabis products with your company. Memorability means familiarity, which is key for establishing faithful customers.
Create Branded Products
One of the best brand awareness campaign strategies is selling branded products. This will not only separate your products from your competitors but will also help consumers remember your name. For example, if your dispensary is called Green Vibes and you printed your logo on every product, it would be hard to forget where they came from.
When customers share those products with other people who want to try them, your branded products do the advertising for you. If the person experimenting with your products decide they like them, they know exactly where to go to buy more.
Perfect Your Online SEO
Search engine optimization is just as important in branding for cannabis companies as it is in any other business. When a consumer searches for “cannabis/marijuana dispensary near me,” your website SEO will determine whether or not they come across your brand.
The higher you rank on search engine sites for keywords specific to your industry, the more leads your website will generate. Research effective keywords based on your niche and the type of products you offer at your dispensary. Remember to use localized keywords as well, which are important for directing nearby consumers to your store.
You can boost your SEO in several ways. Start by:
- Creating a blog on your site
- Filling your blog with relevant articles full of (but not stuffed with) effective keywords
- Registering your dispensary on Google My Business
- Using internal links to guide users to specific pages (products, contact, other articles, etc.)
- Using external links to popular authoritative sources to improve SEO credibility
- Getting backlinks (links to your site) from other credible blogs and websites
- Using multiple forms of media (images, videos, graphics, headers, titles) to embed more SEO into each page
SEO is absolutely vital to increasing brand awareness and establishing an online presence.
Use Social Media to Expand Your Audience
Next, you need to use social media to your advantage. The vast majority of Americans use at least one form of social media. This includes everything from Facebook and Instagram to Pinterest and YouTube.
Become part of the social media community to raise brand awareness. Publish relevant articles, fun videos, and helpful information to connect with consumers on a deeper level. The more people engage with your content, the more influence you’ll have.
Use paid social media ads to determine exactly who sees your ad based on certain demographics, such as age, gender, location, etc.). You can choose a daily budget which affects how many people see your ad in their feed.
Finally, social media ads give you feedback to help you streamline your marketing efficacy. You can see how many people see your ad and who engaged with it.
We recommend running A and B advertisements to see how they perform side by side. This can help you perfect your marketing message to get a better return on your investment.
Create Valuable Content
Now, let’s talk about the type of content you should be creating.
Content marketing is essential for marijuana dispensary branding. Consumers need to see your brand as an authority in the industry. As such, your content must be valuable to the consumer.
Valuable content hits one or more of the following boxes:
Providing your readers with consistent, high-quality content will prove your dispensary to be credible and trustworthy. It also creates a type of relationship with your readers.
Invest in Paid Advertising Opportunities
Finally, let’s discuss using paid marketing to maximize your digital presence. If you’re a brand new dispensary, it can be difficult to make a name for yourself, especially online.
Use paid online branding strategies like pay per click and search engine marketing to get a leg up. In PPC, you pay another site to host your ad. You pay the site for each click your ad receives.
In SEM, you pay a search engine to pull your website up at the top of search results pages. Similar to PPC marketing, you pay for each click your website gets.
We also recommend using our app, which is designed to help consumers find dispensaries. Consumers can download our app to find nearby dispensaries for their needs. Dispensaries can register with our app to help drive more traffic to their store and website.
Want to Increase Your Brand Awareness?
As you can see, consistently working on your brand awareness is vital for thriving in any industry. Invest your resources in digital marketing to maximize your online presence.
Contact us today to learn more about how to use our mobile app to get your dispensary on the map. Our goal is to help consumers find dispensaries, and help dispensaries find consumers. Let’s work together to make this world a better place.