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It’s 2022, and no one is arguing the importance of digital marketing for driving revenue to any business. But as the cannabis industry continues to grow and change, it’s important to have a marketing partner who understands the industry and can help you take advantage of marketing trends that aren’t going away. Here are some of the most important cannabis marketing trends right now, and areas that an experienced marketing company can help you hone in on to drive more customers and revenue to your dispensary.
#1: Customized e-commerce
One of the most important reasons to invest in a marketing partner is so you can create a customized e-commerce experience for your customers. Having a customizable e-commerce platform will let you feature your product menu online and even build out your product descriptions to perform best in search engine optimization (SEO). You want your online ordering system to look and function great, so that it’s easy and efficient for your customers to get the cannabis products they want, when they want.
When it comes to e-commerce, not all platforms were created equal. WordPress is above and beyond the platform that functions best, while still offering ease of use to allow you to do day-to-day site management, all at a very affordable price. We have marketing partners who specialize in WordPress and e-commerce, and they even have conversion packages to move you from a different website platform like Wix or Squarespace onto WordPress, so your online store can perform better.
#2: Capitalize on the importance of mobile
Mobile marketing should be at the forefront of any business’s strategy right now. Not only do you need to consider how your website and online store renders on mobile, but there are increasingly more hyperlocal, mobile-focused marketing strategies to help you hone in on consumers who are looking to find information and places quickly from their mobile device.
We’ve vetted partners who focus on maps-driven, intent-based mobile marketing strategies that are designed to capture people searching on their phones in local environments. Their strategies give your dispensary increased visibility within the maps ecosystem to drive foot traffic, online orders, and revenue. Almost 2 million people a month google “dispensary near me,” and having a hyperlocal mobile strategy will help those customers find you over your competitors.
“Since 78% of local business searches result in offline conversions, mobile first dispensary leaders who optimize their online presence are significantly more likely to grow revenue and drive foot traffic than their competitors,” said Carleen Krug, Director of Business Development for Terrayn.
#3: Omni channel marketing
While e-commerce and mobile are huge considerations, a multi-channel, integrated marketing and SEO strategy can’t be ignored. Also called omni channel marketing, this considers the full customer lifecycle and all the ways a person could interact with your brand. It includes, for example, an email marketing strategy, because believe it or not, email is still the channel with the highest return on investment.
A solid marketing partner will help your dispensary be omnipresent in this digital age. Your customers want to move seamlessly between different channels, while still getting a consistent experience from social media, to mobile, to website, and more. While in-store retail is still the biggest retail channel, cannabis e-commerce has increased immensely in the past few years. In 2020 it accounted for 21.3% of total retail sales, and Statista estimates that the use of digital devices before or during shopping will influence 58% of in-store sales in 2022.
When building an omni channel marketing strategy, it’s imperative to have a partner on board who understands the cannabis industry and is up-to-date on regulations and policies that could prohibit certain marketing strategies.
#4: Matching your marketing strategy to your business strategy
Stepping back to consider the big picture, the best marketing partners are those who first consider how to match your marketing strategy to your business strategy. And you’ll need a partner who has strong experience in the cannabis industry to help you do this well. For example, focusing on cannabis delivery versus a retail dispensary will change the way you market your business. Or a factor like your location can also affect your marketing. Being located in an area with a lot of foot traffic versus in a more isolated area will change the strategies you want to use to drive revenue.
What’s my next step?
Reach out to MJ Stack for a free, 30 minute consultation call so we can help gauge what marketing technology and strategies could be most advantageous for your business. Then we can connect you to the cannabis-savvy digital marketing and SEO partners who will position you to expand your customer base and grow your revenue! And all of MJ Stack’s guidance is always 100% free to you.
