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21 Actionable Ideas To Market Your Cannabis Dispensary & Increase Sales

Picture of Written By Trevor Shirk
Written By Trevor Shirk
Influenced Sales
$ 0 MM+
Dispensary Campaigns Launched
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Doing Marketing For Local Retail Dispensaries Is Not For The Weak Or Faint Hearted

Why read this? 

We wrote this to help the marketing teams at local dispensaries come up with ideas they could run with to grow their business on their own. 

We see you doing the impossible and wearing multiple hats every day and we wanted to help. 

So…

If you’re a…

dispensary owner, dispensary marketing manager, or actively working in any dispensary marketing role, or any role in a dispensary honestly, 

This might be helpful. 

21-dispensary-marketing-ideas-image#1-Overload

But wait, Why listen to us? 

– We’ve helped more than 600 dispensaries launch marketing campaigns focused on increasing customer transactions and LTV. 

– We’ve hired some of the best and brightest minds who’ve actually run dispensaries in their previous lines of work to help our partners.  

– We’ve been through the weed industry cycles and seen a ton, a metric ass ton of stuff at this point in just about every market.  

– We’ve first-hand dealt with the regulatory challenges in marketing weed and cannabis, and the shadow bans, social media suspensions, Google Business Profile suspensions etc etc on and on. 

 

Enough about us. 

 

Keep scrolling and see if anything we share is helpful for you.  

 

Oh yeah, I almost forgot, here’s how to get the most out of this list of marketing strategies for growing your cannabis dispensary. 

1. Know Your Goal & Situation: Think about the marketing you’ve done for your dispensary already, what’s worked, what’s not worked, and the goals you’re currently trying to achieve. Some marketing tactics just don’t make sense for every situation. There’s no real cookie cutter one-size-fits-all marketing solution in Cannabis that we’ve seen. There’s principally sound and valuable things that every dispensary should do, but ultimately, you need to be the judge and decide what makes sense for you and your business. 

2. Skim Skim Skim: Skim this entire article. This is a big article. There’s a lot in here. Work that thumb out and do a quick skim and see if anything jumps out at you. If so, do a quick skim of either the video or the title of the strategy/tactic and see if it might be helpful. 

3. Drill Down: If something strikes you as potentially valuable for you and your dispensary, then click the learn more link if there is one (some strategies and tactics don’t require a ton of explanation) and see the full explanation of the strategy or tactic from a Terrayn team member. We’ve tried to use video and imagery to help explain the concepts and make them more actionable. 

One last blurb, sorry sorry...
We considered these common challenges we see below when we generated this list.

1. Everyone who markets dispensaries wears many hats, so anything we recommend needs to be actionable and not ridiculously time-intensive. 

2. Resources are sometimes limited, and so some of these ideas are cheap, while others might cost more; it all depends. 

3. Market nuances: Some of these might be good for your market, and some may not. It all depends. In our opinion, every market has its own flavor and unique characteristics, so understand that when you’re considering a marketing idea. 

4. Restrictive Cannabis Advertising Laws and Regulations: We’ve tried to avoid ideas that will get you in trouble. Still, be wary if your state has some unique laws. 

5. Heavy competitive markets might mean these strategies are less effective or needed at increased levels. It all depends, but we’ve been successful in these markets, so we’re trying to share what has worked for us. 

Here We Go! Dispensary Marketing Idea #1

Get Ranked In Google & Apple Maps High Value Keywords That Drive Foot Traffic & Sales For Your Dispensary

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Picture of Trevor Shirk, CEO - Terrayn, Co.

Trevor Shirk, CEO - Terrayn, Co.

Hi there, my name is Trevor Shirk. I started Terrayn in 2016 to help local businesses thrive online. I love Reese’s Peanut Butter Cups and spending time outdoors hunting and fishing. Connect with me on LinkedIn!

Learn More About This Cannabis Marketing Strategy Below

Explanation: 

This strategy is all about how you show up in Local Mobile Search results for keyword searches that could lead to a customer walking into your dispensary. Think about someone standing a mile from your dispensary, who’s made the decision they’d like to visit a dispensary right now. They’ll pull out their phone and search and the goal of this strategy is that you show up when they’re ready to come visit.

Why We Believe This Matters: 

The biggest reason we believe this has merit for growing sales at your retail pot shop is because the searches, like “dispensary” and “dispensary near me” have the highest buying intent in a local market. The local customer has already decided they want what you have and are ready to buy. Additionally, they haven’t decided which dispensary yet, so they’re open to the nearest place they can go right now. Also, when Google released the data point that 78% of local mobile searches resulted in offline conversions, we realized that those local searches in local markets on mobile devices actually were extremely valuable in driving sales. 

Is it different than normal SEO, or Search Engine Optimization for marijuana? 

In short, yes. This is a very very targeted local SEO approach for sure. That’s why we call it Hyper Local when we do it, but since the focus is on the maps exposure, we believe it’s fundamentally different than a normal organic SEO campaign and should be handled accordingly with a unique approach. 

Risks Involved: 

The biggest risk with optimizing and working to increase the online exposure of your Google Business Profile, or maps, is getting the profile suspended. If that happens, your profile can be offline while you submit a request for reinstatement. Be careful with the changes you make with these profiles. 

**Ultimately, we believe the risk is worth it though. 

On To Dispensary Marketing Idea #2:

Boost Your Dispensary Sales: Mastering eCommerce Optimization for Menus and Brand Pages

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Picture of Alejandra Gonzalez -  Managing Director of Client Services

Alejandra Gonzalez - Managing Director of Client Services

Hi, I’m Alejandra! I manage the Customer Success teams here at Terrayn. My teams are both extremely passionate about constantly evolving our strategies to align BEST with what works for your and your dispensary!

Learn More About This Cannabis Marketing Strategy Below

Explanation:

Optimizing your dispensary’s eCommerce platform is key to enhancing your online presence and driving sales. This blog explores effective eCommerce optimization strategies, focusing on optimizing menus with services like Dutchie and Jane, and creating engaging brand pages.

Why This Matters:

Simplifying navigation, using high-quality images, incorporating reviews, and keeping inventory updated can attract more customers and build trust. Personalization through data analytics enhances the shopping experience, encouraging repeat business and driving sales growth.

Data Supporting the Importance of This:

Real-world results from Terrayn’s eCommerce optimization demonstrate impressive outcomes. A Missouri client saw a 628% increase in impressions and nearly 2% more revenue in just 50 days, highlighting the significant impact of these strategies.

Risks Involved:

Without proper eCommerce optimization, dispensaries risk losing customers to competitors with more user-friendly online stores. Poor navigation, outdated inventory, and a complicated checkout process can lead to cart abandonment and reduced customer loyalty. Ensuring mobile optimization and streamlined checkout processes is essential to mitigate these risks. By partnering with Terrayn to implement these strategies, your dispensary can stay ahead of the competition and achieve remarkable growth in the dynamic cannabis market. Start optimizing today and watch your sales soar!

 
Dispensary Marketing eComm

Here's Marketing Idea #3

Using an Event Calendar To Maximize Your Dispensary’s Reach

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Adam, Account Manager - Terrayn, Co.

Hi there, my name is Adam. I’ve been doing marketing in the Cannabis industry for over 4 years and specialize in the Michigan market! I’m an expert on all things operations and brand recognition, looking forward to working with you!

Learn More About This Cannabis Marketing Strategy Below

In the competitive cannabis dispensary market, utilizing an event calendar for promotions is a powerful strategy, especially since traditional advertising channels like Google Ads are restricted. An event calendar allows you to promote special events, deals, and vendor days, enhancing visibility and engagement. By syncing with Google Calendar and integrating with your Google Business Profile, you can automatically display upcoming promotions, improving your local SEO and giving potential customers compelling reasons to choose your dispensary over competitors. This not only drives organic traffic but also fosters customer loyalty and community connection.

Beyond just scheduling events, an event calendar can creatively highlight specific brands, products, and strains, such as featuring a “Strain of the Day” or “Product of the Week.” Utilizing shortcodes, you can display relevant events on specific pages, such as location-specific events on each store’s dedicated page, ensuring customers receive the most pertinent information. This targeted content delivery improves user experience and SEO by continuously providing fresh, relevant content that search engines favor. Overall, an event calendar is a versatile marketing asset that boosts visibility, engagement, and customer satisfaction. Learn more about using an event calendar to promote cannabis events and dispensary deals.

Book a Strategy Session to Find Out How

Here We Go! Dispensary Marketing Idea #4

Marketing for Dispensaries: Tailored Offers Boost Revenue

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Picture of Joelle DiGioia, Account Manager

Joelle DiGioia, Account Manager

Hi there! I’m Joelle, one of the Account Managers here at Terrayn. With a background in dispensary operations, I work closely with owners to enhance revenue growth strategies. My goal is to work with you to get you the results you want.

Feel free to connect with me on LinkedIn for any inquiries or to chat!

Learn More About This Cannabis Marketing Strategy Below

Explanation

Building customer loyalty and retention is essential for dispensaries in today’s competitive market. Personalizing patient experiences is key to achieving these goals, as tailored interactions and customized solutions have proven to strengthen the connection between dispensaries and their valued clientele.

By understanding each patient’s preferences and needs, dispensaries can create meaningful and memorable experiences that resonate long after their visit. This personalized approach not only fosters loyalty but also encourages word-of-mouth recommendations, further boosting business growth organically.

Why We Believe This Matters

Tailored products contribute to higher levels of customer satisfaction and engagement. It has the opportunity to increase your Average Order Value, Improve Customer Loyalty, and Reduce Customer Churn. 

According to Adobe, 89% of marketers see a positive ROI thanks to personalization in their campaigns, which explains why many allocate a significant portion of their marketing budgets—up to one-third—towards this effective strategy.

How to Do It

If you’re thinking, “Okay, this sounds great, but it also sounds… expensive?” Good news – you’re wrong! Creating a tailored customer experience can be straightforward and simple, even for dispensary owners.

By looking through your customer history on your point of sale, you can learn a lot about your customers’ individual preferences. If you have a customer who clearly has a desire to only smoke indica vape cartridges, then make sure to have your budtenders call them and let them know what specific indica vapes they have in stock that day.

Now you might be thinking that this sounds obvious, but it really can be that simple!

Having your budtenders be your first line of offense when it comes to customer engagement is a direct and easy way to increase your revenue by utilizing your inventory. This can also be done on a larger scale through SMS, email campaigns, and push notifications by using your point of sale data to reach out to customers who have specific tastes and preferences in your products.

Risks Involved 

The benefits of personalized marketing are clear: it fosters stronger customer loyalty, deeper engagement, and increased purchase rates. However, there are also potential downsides, including concerns around data privacy and the risk of creating a “creepy” or intrusive customer experience.

Ensuring you have experts on your side that can assist you in creating tailored customer offerings in your dispensary can drive away any of the potential risks of customer unease that might arise. Otherwise, the standard notion of being direct, kind, and knowledgeable for your customers can always have a vital impact on your revenue growth. 

Next Up! Dispensary Marketing Idea #5

Unlocking the Power of FAQ Schema for Dispensaries

How to leverage FAQ schema for your dispensary
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Picture of Calleigh Sheehan, SEO Specialist

Calleigh Sheehan, SEO Specialist

With 12 years of digital marketing experience across various industries, I thrive on helping small businesses grow and succeed. My passion for innovative marketing strategies and client-focused solutions has made a significant impact on numerous small businesses. When I’m not driving business success, you can find me at the beach with my dogs, embracing the coastal lifestyle.

Read More For A Helpful Rundown on FAQs and FAQ Schema

Explanation: What is FAQ Schema?

FAQ Schema is a type of structured data markup that helps search engines understand the questions and answers listed in your FAQ section. By implementing FAQ Schema, you can provide search engines with a detailed map of your FAQ content, making it easier for them to display this information as rich snippets in search engine results pages (SERPs). This can enhance your website’s visibility and attractiveness in search results.

Why This Topic Matters

Understanding and implementing FAQ Schema is crucial for dispensaries aiming to improve their online presence. In a highly competitive market, standing out in search results can significantly impact website traffic and customer engagement. By leveraging FAQ Schema, dispensaries can enhance their SEO, improve user experience, and provide immediate answers to common customer queries, building trust and reducing the workload on customer service teams.

Data Supporting the Importance of FAQs/FAQ Schema

Studies show that websites implementing structured data like FAQ Schema experience a 30% increase in click-through rates (CTR) and a 20% improvement in organic search rankings. Research from Search Engine Journal shows that rich results have an above-average CTR of 58%, while non-rich results fall below average at 41%. For dispensaries, these metrics translate to increased visibility, higher engagement, and more potential customers discovering their services.

Risks Involved with Using This Tactic

While FAQ Schema offers numerous benefits, there are potential risks to consider. Incorrect implementation of schema markup can lead to search engines misinterpreting your content, which may negatively affect your SEO. Overloading your FAQ section with excessive keywords or irrelevant information can also harm user experience and credibility. It’s essential to ensure that your FAQ content is accurate, concise, and relevant to avoid any negative impacts on your website’s performance.

Example of a cannabis rich snippet

Here We Go! Dispensary Marketing Idea #6

How to Increase Dispensary Sales with LocalBusiness Schema

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Jackie Clarkson, Lead SEO Specialist

Hi there! I’m Jackie, the Lead SEO Specialist here at Terrayn. With a background in digital marketing for small businesses, I work closely with my team to ensure your success.

Why Did We Choose This Cannabis Marketing Strategy?

Explanation

Implementing LocalBusiness schema on your website can significantly boost your cannabis dispensary’s local SEO, driving more foot traffic and increasing sales. We’ll start by explaining what LocalBusiness schema is and how it enhances your search result appearances, ultimately improving your local search rankings. You’ll learn practical strategies for leveraging this powerful tool to attract more customers, backed by real-world examples. We’ll also provide a guide to help you implement and optimize LocalBusiness schema effectively. By the end, you’ll have valuable insights and actionable tips to improve your cannabis marketing efforts and overcome the challenge of increasing dispensary sales.

Why We Believe This Matters

We chose to focus on the topic of LocalBusiness schema because it addresses a crucial but often overlooked aspect of cannabis marketing that can significantly impact your dispensary’s success. Many dispensary owners struggle to increase sales and attract more customers. By highlighting how LocalBusiness schema can enhance local SEO and drive more foot traffic, this blog provides actionable insights and practical strategies to help you stand out in a competitive market. This topic not only educates but also empowers you to implement effective solutions that directly contribute to your business growth and improved visibility in local search results.

Supporting Data

Data shows that implementing LocalBusiness schema can significantly boost your dispensary’s online visibility and local search performance. According to a study by Milestone Research, websites that use schema markup see an average increase of 30% in organic search results. Moreover, Search Engine Journal reports that rich snippets, which are powered by schema markup, can increase click-through rates (CTR) by as much as 677%. For cannabis dispensaries, this means more potential customers finding your business online and, consequently, more foot traffic to your store. Additionally, Google’s own data indicates that businesses with complete and accurate business listings are twice as likely to be considered reputable by consumers. By leveraging LocalBusiness schema, you can enhance your search presence, build trust with customers, and drive more in-store visits, ultimately boosting your dispensary’s sales and success.

Risks Involved 

While implementing LocalBusiness schema can greatly enhance your dispensary’s online visibility, there are risks if not done correctly. Incorrect or incomplete schema markup can lead to errors in search results, potentially causing confusion for customers or even penalties from search engines. Additionally, failing to keep schema information up-to-date can result in outdated business details being displayed, which can harm your credibility and customer trust. To mitigate these risks, it’s crucial to follow best practices, regularly update your schema information, and consider professional assistance for accurate implementation. Sounds like too much? We can help!

Are you ready?! Dispensary Marketing Idea #7

Using Recapture Campaigns to Increase Dispensary Revenue

increase-dispensary-revenue
Picture of Kevin Haller, Account Manager

Kevin Haller, Account Manager

Hey hey! 

My name is Kevin and I’ve been working with dispensaries for the last 8 years through services like SEO, digital marketing, SaaS, and operational consulting. I’m passionate about the cannabis industry and look forward to helping more businesses grow within the space!

Read More on Using Recapture Campaigns to Increase Dispensary Revenue

Explanation

A recapture campaign is a marketing strategy aimed at re-engaging past customers who have not made a purchase for a while. By using various communication channels like email, SMS, and social media, dispensaries can remind these customers of their offerings and incentivize them to return.

Why It Matters

  • Cost-Effective: Retaining existing customers is generally more affordable than acquiring new ones.
  • Customer Loyalty: Consistent engagement with past customers can build stronger relationships, leading to increased loyalty.
  • Revenue Growth: Re-engaged customers are more likely to make repeat purchases, contributing directly to revenue growth.

Data Supporting It

  • Increased ROI: Studies show that repeat customers spend up to 67% more than new customers.
  • Retention vs. Acquisition Costs: Acquiring a new customer can be 5 to 25 times more expensive than retaining an existing one.
  • Effectiveness of Personalization: Personalized emails can improve click-through rates by an average of 14% and conversions by 10%.

Risks Involved

  • Customer Fatigue: Over-communication can lead to customer fatigue, causing them to unsubscribe or disengage.
  • Data Privacy: Handling customer data requires strict adherence to privacy regulations to avoid legal repercussions.
  • Relevance: Irrelevant messages can irritate customers, reducing the effectiveness of the campaign and potentially harming the brand’s reputation.

Conclusion

Recapture campaigns are a valuable strategy for dispensaries to boost revenue by re-engaging inactive customers. By personalizing messages, choosing the right communication channels, and offering timely incentives, dispensaries can foster customer loyalty and drive repeat business. However, it’s important to balance communication frequency, respect customer privacy, and ensure message relevance to mitigate potential risks.

dispensary-revenue

Get Ready! Dispensary Marketing Idea #8

How To Increase Dispensary Sales With Shop By Category and Brand Options

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Picture of Connor Crowe, SEO Specialist

Connor Crowe, SEO Specialist

Hi there! I’m Connor, an SEO Specialist at Terrayn. With over 8 years of digital marketing experience in various industries, I thrive helping small businesses find the most value for their marketing budget. 

Why Did We Choose This Cannabis Marketing Strategy?

Explanation

Shop by Category and Shop by Brand sections are features on dispensary websites designed to enhance the shopping experience and increase dispensary sales.

Why We Believe This Matters

Implementing “Shop by Category” and “Shop by Brand” sections on a dispensary’s website is crucial in the competitive cannabis retail market. These features enhance the customer experience by making it easier for users to navigate and find products quickly. This ease of use translates to higher customer satisfaction and can lead to increased sales. Additionally, these sections help build trust and credibility by showcasing product transparency and quality assurance, which is essential in the cannabis industry for increasing the life-time value of your customers.

How It Works

  • Shop by Category: Products are divided into clear categories like flower, edibles, concentrates, prerolls and topicals, simplifying the browsing process. Customers are more likely to explore various products within these categories, potentially increasing overall sales.
  • Shop by Brand: Customers can shop by their preferred brands, fostering brand loyalty and encouraging repeat business. Popular and lesser-known brands can be showcased effectively, driving sales and attracting brand-loyal customers with targeted efforts.
 
These sections are placed toward the top of the page, instantly giving dispensary customers a convenient online shopping option to help them find exactly what they’re looking for as quickly as possible. 

Additional Benefits

  • SEO Performance: Organized categories and brands improve SEO by creating targeted landing pages, making it easier for customers to find the dispensary online.
  • Detailed Information: Each category and brand page users are directed to can include descriptions, reviews, and FAQs, helping customers make informed decisions.
  • Community and Loyalty: Highlighting local or community-focused brands can foster a sense of community and loyalty among customers.

Coming soon

Erin’s stuff

2. Loyalty Programs

Customer loyalty is key to success in cannabis retail. With the effort and cost to acquire new customers, it’s important to keep them coming back and buying more.

There are two goals for a dispensary rewards program: first to sign customers up for the program and next to incentivize loyalty members to continue making purchases. Regulations differ by state, impacting what incentives operators offer. Popular incentives include discounted smoking hardware, exclusive product offerings, and when possible, cash back.

Below are three ideas for dispensary loyalty programs:

  • Gamified Sign-Up Offers
  • Exclusive Birthday Specials
  • Member Referral Incentives

Access the Full List of Dispensary Loyalty Program Ideas

3. Holiday Specials

Promote discounts for traditional holidays and cannabis-specific celebrations alike to appeal to a wide variety of shoppers. Limited edition products, bundles created for holiday activities, and offers for your loyalty program members can all help capitalize on seasonal opportunities.

Look for local guides or seasonal publications to boost your offers. Creative messaging can help you stand out. Holiday cannabis recipes, suggested pairings of products with local activities, or  highlighting a local producer are all good ways to frame your message.

Holiday-themed products are another great way to generate some hype around your shop. Rose petal blunts for Valentine’s Day, infused bubbly beverages for the New Year, or XL pre-rolls for 420 can give good content for promotional messaging. Adding this approach to discounts and events is also great for your margins!

Don’t forget the potential impact of gift cards during gifting seasons! Holiday gift cards give customers a reason to share your shop with their communities. Love puns? Weed be great together. Get more dispensary holiday marketing ideas from our team.

Book a strategy session to find out how Terrayn can help you take advantage of seasonal opportunities.

 

5. Mastering Cannabis eCommerce Optimization

‍Optimizing your dispensary’s eCommerce platform is key to enhancing your online presence and driving sales. This blog explores how to achieve eCommerce optimization, focusing on optimizing menus with services like Dutchie and Jane and creating engaging brand pages.

Simplify navigation on your menus, use high-quality images and detailed descriptions to attract customers, and incorporate reviews to build trust. Inventory management tools keep your stock updated in real-time, while personalization through data analytics enhances the shopping experience and encourages repeat business.

Real-world results from Terrayn’s eCommerce optimization show impressive outcomes: a Missouri client saw a 628% increase in impressions and nearly 2% more revenue in just 50 days. By implementing these strategies, your dispensary can stay ahead of the competition and achieve remarkable growth in the dynamic cannabis market. Start optimizing today and watch your sales soar!

Book a strategy session to find out how Terrayn can help.

6. Brand Takeovers

Exchange the value of your space to engage with customers for participation from your brand partners.

In-store displays, social media shoutouts, loyalty program messaging and, of course, specials come together to create a winning combination for one brand.

Pass the value of collaboration on to your customers with discounts and a peek behind the curtain to see how their favorite cannabis products are made.

Want to talk about how to find the right partners for your dispensary?

Talk to Terrayn about how we can help!

7. Budtender Picks

Highlight products that your budtenders can get excited about. A collection of staff favorites can show more personality behind your brand and generate more upselling opportunities. Budtender picks are also great for social media content. You can tie social media together with a blog about the product that also links to the menu itself making it easy for customers to shop. Blogs also tend to have a higher reach on social media while also being likely to be flagged. You can link them in stories as well!

Lots of customers want the guidance of someone they can trust. The person behind the counter is often the go-to for advice or suggestions. Training your budtenders is important in building trust with you and your customers.

Incorporate this into your signage and reinforce the culture of trying products and making informed, personal recommendations. Most online menus also have a featured pick selection where you can highlight those products for online shoppers. If you have the ability to custom arrange your menu, you can also bring those items to the top of the menu.

Terrayn can help distribute curated selections, like budtender picks.

Schedule a strategy session to find out how Terrayn can help.

8. Gift Guides

An effective gift guide isn’t a customer acquisition tool in itself, but can give your customers a reason to share about you with their friends and family. Highlight staff favorites, partner brands, or even aging inventory in a way that invites your customers to think differently about cannabis.

Connecting cannabis with other products or activities is a great way to frame this kind of messaging. A pack of edibles and a subscription to a local yoga studio, some premium joints, and a trail map of the local state parks, or other collections can help your customers see creative ways of sharing your products.

Talk to Terrayn to get more ideas about how to grow your business.

9. Social Media Contest

Engagement on social media can be tough for dispensaries to generate. And then there’s the question of ROI from cannabis social media campaigns. Get in-depth insights on cannabis social media.

Contests are a great way to leverage your in-store traffic to bolster social media campaigns. This might seem like the cart leading the horse, but creating an engaged audience can pay dividends in the future. You can also rope in your vendors to join the contest too. Vendors may be willing to offer a free product to the winner and the contest rules would include following both your page and the vendor.

Ongoing giveaways, raffles and contests give customers a reason to subscribe and keep an eye on your content. Offer a variety of rewards to incentivize a wide audience. Smoking accessories, custom apparel, access to events, or exclusive discounts offer value to different types of customers.

One way you can prompt engagement from your audience is to have customers post a photo and tag your shop. This approach creates a reach amplifier and an easy way to track the results.

Talk to Terrayn to get more out of your cannabis social media account.

10. Customer Participation Content

Customer-generated content like reviews is great and should definitely be encouraged. But don’t discount the effect of actively engaging customers to create content for your shop!

Ask customers for product feedback, fun uses, testimonials, and other content. Not only will this content be authentic and potentially resonate with the audience, but it will also prompt engagement of your customers’ community. Engagement also leads to more opportunities to both learn from and educate your local cannabis customers.

This approach also allows you to select a specific customer to highlight. Pick someone who aligns with your values and will resonate with your target audience. It also allows you to leverage the vast experience and numerous great stories hidden within your customer base.

Talk to Terrayn about generating more customer-generated content.

11. Video Content

In 2023, online video is expected to account for 82.5% of all web traffic, making it the most popular type of content on the internet with almost 90% of marketers using videos as a content marketing tool.

Creating video can be a daunting task but is a great opportunity for dispensaries of all sizes. If you’re not creating something for the big screen, you don’t need to shoot on a Hollywood camera. Grab an iPhone and have a budtender talk about their favorite product.

Share some deeper education about the flower on your shelves, especially if you’ve grown it!

Pro Tip: Shoot vertical full-screen videos with a phone. These are optimal settings for Instagram reels, TikTok, etc., which social media platforms are heavily favoring.

Talk to Terrayn about getting the most out of your video content.

12. Blog Content

One great way to build a well-rounded brand identity and communicate your expertise to customers is to invest time in your blog. Share your story, highlight some great products, or talk about a cause you care about. As an added benefit, you’ll give your SEO efforts a boost.

Running a consistent blog is also a great way to share information about partnerships and highlight community relationships. Collaborate with partners when you can and don’t forget to add valuable links!

Talk to Terrayn about your blog and how we can help you create cannabis content.

13. Product Suggestion Quiz

Dynamic and engaging content can be tough to come up with. Put together a system that can recommend products based on your customers’ lifestyles and cannabis preferences. Bring personalized suggestions into the digital world and share them through your website, social media, at events, and even within the walls of your dispensary!

The system can be simple, it doesn’t need to be complex, custom-coded software. You could even use a “choose your own adventure” style booklet. The point is to tailor suggestions to the answers provided.

The end result is not only a call-to-action that prompts a purchase, it also creates an opportunity for customers to share their results with their community and can help you reach a new audience in a fun and unique way.

Schedule a Strategy Session with Terrayn to get more content ideas.

14. Doorbusters

There are some specific days when you can expect heavy traffic at your dispensary, including 420. Promoting door busters appeals to the people that are most excited about the holiday. Your team can spend more time with these highly engaged customers and restock the shelves before peak times later in the day.

Doorbusters are also a great way to partner with your customers’ favorite brands or other local businesses. The benefits of collaborative promotions include sharing the costs and increasing the reach of your messaging.

Some options for doorbusters include merchandise giveaways, raffle entries, limited edition inventory, special discounts, and gifts from partners.

Schedule a Strategy Session with Terrayn to see how we can help you get a line out your door.

15. Traditional Advertising

There are limitations, but it IS possible to leverage most traditional advertising channels. Billboards, radio ads, and even placements on receipts or key cards can be an effective part of your dispensary marketing mix.

Truly knowing what is working and what isn’t can be really hard with these tactics. Combining a digital element, like a landing page or QR code, creates an opportunity to track results. You can also use a specific code at checkout to collect information about which purchases and customers are connected to a specific campaign.

Geography is important when it comes to traditional advertising for dispensaries. Make sure you’re speaking to an audience that has convenient access to your shop!

Schedule a Strategy Session with Terrayn to talk about your maximizing dispensary marketing mix.

16. Street Team

Establish a core group of individuals to represent your brand in the local community. Brand ambassadors, brand champions, local street teams, or whatever you want to call it — this group can put a personal touch on your efforts to connect with your community. Utilize this team to canvas neighborhoods and businesses around your shop. Send them to events. Showcase them on social media.

Equip your street team with custom discount codes that can be redeemed in-store. This gives a reason for their connections to visit your shop and creates an easy way to track the impact of their outreach.

Schedule a Strategy Session with Terrayn to get some ideas about your community relationships.

17. Community Partnerships

Connect with local businesses and organizations outside of the cannabis industry and participate in your local community. The stigma that can surround cannabis gets squashed fast when you’re spending time and resources reaching out to benefit others around you.

That said, there are some ways you can leverage community partnerships to make a real financial difference for your dispensary. Offer a special discount for members of an organization, equip your community engagement team with personalized referral assets, or collaborate on marketing campaigns to increase the impact of your spending.

Another way to get involved is by joining in community clean-ups and other community improvement initiatives. Not only does it show you care but it’s a great way to connect with your community outside of the shop. This can strengthen relationships and get you in front of a whole new group of potential customers.

Schedule a Strategy Session with Terrayn to learn more about the value of community partnerships.

18. Brand Partnerships

Some cannabis brands have clout and bring hype to any shop they’re in. Other brands can’t offer access to that type of audience but can help you create a reason for people to visit your shop, including matched discounts, merchandise giveaways, or limited edition products.

Branding cannabis companies can be an afterthought for many operators. Choose partners that align with who you are and what you stand for. Creating an aligned partnership will increase both the short- and long-term value of sharing audiences.

Schedule a Strategy Session with Terrayn to learn more about the value of cannabis brand partnerships.

19. Banners & Exterior Signage

Use your dispensary’s storefront to make it easy for people to find you and to communicate with people passing by. Make sure you consider visibility from the sidewalk and the street. Let people know what you sell and a reason they should choose your shop.

Sidewalk signs are great to showcase your most compelling messages. A-frames with weather-proof inserts make it easy to move your sign and change messaging. Consider showcasing popular brands you carry, upcoming events, wayfinding for your entrance or parking, and of course some great specials.

You’ll want to attract as many eyes as possible. Stay true to your branding but also make sure your signage pops!

Talk to Terrayn to strategize about your location’s signage.

20. Events

Create a reason to ask your community to visit your shop by hosting events at your store. Host artists, educators, cannabis growers and extractors, food vendors and entertainment. Be sure to check your state and local regulations to avoid any potential problems.

Align events with promotions and messaging to incentivize customers to come back again. Be ready to sign collect customer information and sign up lots of loyalty program members. Events are also a create an opportunity to boost your local SEO efforts. List and link your event on any local pages, such as Eventbrite or your local chamber of commerce.

Give yourself an opportunity to engage with the community outside the walls of your shop by attending events and supporting other businesses and organizations. Engage with potential customers directly, offer your branded apparel, and share ways that cannabis can intersect with the theme of the event. Do what you can to capture customer data and incentivize people to visit your shop.

Participating in events outside of your shop can also support your goal of building customer loyalty. Some great examples that often fit the cannabis consumer’s lifestyle are paddles, nature hikes, bike rides, yoga sessions, or trivia nights.

Schedule a Strategy Session with Terrayn to get the most out of your cannabis events.

21. Celebrity Appearances

Bring some buzz to your shop with a special appearance from an individual with some clout. In-person appearances at your shop give you access to a new audience of potential customers and a reason for them to visit your dispensary. Collaborate on social media, share through your email, sms, and push notifications, create an event page on your website link to local event listing sites, and utilize whatever other channels you’ve established to get the word out. And ask your celebrity partner to do the same!

National names are great, but don’t underestimate the value of your local influencers. Partnering with popular artists, musicians, social media creators, chefs, fitness gurus, educators, and of course growers in your area is a targeted approach that speaks to your local community.

Look for a celebrity or local influencer that is already involved in the world of cannabis, either with a brand you can stock on your shelves or that offers reviews of products they’ve tried. Their subject matter authority can be a valuable addition to your promotional messaging!

Schedule a Strategy Session with Terrayn to talk about making the most of your celebrity partnerships.

Implementing These Ideas

It’s never a bad day for a good idea! But putting any of these thoughts into practice is a much more difficult task. Especially in cannabis, time and resources to pull off successful campaigns can be limited. Talk to Terrayn to get help reaching your marketing goals. Solving problems for our dispensary partners is what we do.