Digital marketing remains unknown territory for plenty of cannabis dispensaries — especially small- to medium-sized operations without big budgets. But you don’t need money to make an impact: Thanks to lenient federal laws, you can take advantage of this opportunity with limited resources.
Online Reviews Matter
How valuable are online reviews? These stats break it down:
- 86% of consumers — and 95% of people aged 18-34 — read reviews for local businesses.
- A negative review can drive away 40% of potential customers.
- Acquiring a new patient costs five times more than retaining an old one.
To highlight the true cost of a lost customer, assume that one of your dispensaries loses five patients that each spend $500 a month. You’d think that you’d only need to recruit another five to break even; factor in an acquisition cost of $100 per patient, though, and you’d actually have to recruit seven to be well off. Any less, and your dispensary will operate at a loss.
Happy customers offer free publicity. If a patient’s already left a glowing review, give them a reason — and a platform — to do it again by turning them into unofficial brand ambassadors. Keep those customers informed of any upcoming changes and gauge their reactions accordingly: They’ll feel valued, drawing new patients to your dispensary in turn.
Wondering how else to leverage positive reviews? Post them on your social media channels! Celebrating a customer’s experience at your dispensary is a smart, yet easy way to boost word of mouth.
No business likes negative reviews, but that doesn’t mean they’re worthless: They show why patients left your dispensary for another, and offer a great opportunity for reputation management. Depending on the platform you’re on, you could communicate with those disillusioned customers, helping them feel like their concerns are being heard.
SMS Marketing Works
Over 90% of Americans have access to a mobile phone, and most keep their cell on them at all times. So, why reach out to them via email? Your dispensary’s texts could be seen nearly instantly, but with so many laws in place regarding SMS marketing, it’s important to keep these tips in mind.
Make Opting Out Easy
Be sure that your opt-outs are plainly visible and easy to complete. For instance, include copy at the end of each text that reads “reply STOP to WR29 to cancel,” or something to that effect.
Always Request Permission
Never send a marketing text without express written consent from a subscriber. Be sure you document and archive the agreement, too.
Target Your Content
If you send irrelevant or uninformative messages, your subscribers won’t respond — or, worse yet, they’ll unsubscribe altogether.
Strategize Your Sends
When it comes to SMS marketing, there are three rules to live by:
- Send targeted messages no more than three times a week.
- Avoid over-sending to keep opt-outs to a minimum.
- Track and review your results, and adjust your send frequency accordingly.
If you’d like to learn more about marketing your dispensary with AlgoRhythmic, drop us a line at either firstname.lastname@example.org or +1 (866) 715-4402. We’d love to hear from you!