Content Marketing 101: What It Can Do For Your Dispensary
Posted by Toker Grace on Oct 17, 2019 10:14:25 PM
For cannabis dispensary owners, the road towards success doesn’t stop when the dispensary doors open for the first time. Obtaining a state license and hiring competent staff members is only part of the struggle.
Growing quality marijuana and selling it for a competitive price is an excellent starting point, but the fact of the matter is that that won’t be enough to bring the customers in all on its own.
To maximize profits, a cannabis dispensary needs to put the word out about what separates them from the others. The best way for a dispensary to do this is through content marketing.
What Search Engine Rankings Are Made Of
Content marketing is a way of creating and distributing valuable, relevant content to appeal to a defined audience. This is important to dispensary owners because the audience, their customer base, is already defined, and the only way to reach them is through this medium.
Search Engine Ranking is at the core of content marketing. It is the position in which your site will appear when someone is looking up which dispensary they should go to. Your ranking shows how good your brand is at responding to web users’ personalized search terms. Rich and relevant content will give more users the chance to interact with your site and, over time, will increase your search engine ranking. Increased search engine rankings translate into your site being more easily discoverable by potential new customers.
SEO
Search Engine Optimization or SEO is the process of increasing website traffic by increasing the visibility of your dispensary’s webpage. SEO involves both technical and non-technical methods for ensuring your site is ranked favorably by search engines. Using SEO techniques when creating your content and site will ensure your content reaches the world, providing the opportunity to grow your brand and acquire new customers.
Keywords
Keywords form the foundation of successful content marketing initiatives. They are the ideas and topics that define what your content is all about.
When you are creating content for your dispensary’s webpage, you will want to predict the needs of your customer base and use keywords that will help bring them to your page. Placing yourself in the customers’ shoes and developing content around topics that the customer finds relevant near the time of purchase is critical to a successful keyword strategy.
A dispensary owner that relies on digital marketing is going to need to make their dispensary stand out from all the other ones that are trying to build a brand and an online presence.
Successful use of keywords is one of the main ways to do so.
Driving Organic Traffic
One of the other ways successful content marketing will help your dispensary grow is through the cultivation of organic traffic.
Organic traffic means that the person who ended up on your page got there as a result of unpaid search results. In a way, this concept reflects the experience of being in a mall with a general idea of what you are looking for without anything specific in mind.
A customer searching for a dispensary in a certain proximity of them will have a higher chance of ending up on your page if you have created quality content. This is one of the main ways that a dispensary owner can get new customers in such a restricted and controlled industry.
Engaging And Educating Customers
Contrary to what you might think, a good cannabis marketing strategy doesn’t revolve solely around pushing quality products. It focuses more on informing and educating people about topics relevant to the industry.
When advertisement feels like a helpful service rather than a headache, customers will respond more positively to seeing new content that is aimed at getting their business.
Content marketing is the best, lowest-cost way bring to attract more customers to your product. It will remain the most effective way to build, maintain, and grow dispensary brands for years to come.