Note: This article was originally published on LinkedIn and can be accessed via this link.
Wondering how to promote your dispensary on social media? You're in the right place. Social remains one of the most cost-effective ways to grow your dispensary no matter how long you have been in business.
The primary goal on social is to find creative ways to show off your dispensary brand and offerings without breaking the “rules”. If you’re reading this, chances are you know this can be a huge challenge.
That doesn’t mean you can’t show buds in organic posts, but you can’t show price tags (for example). We’ll show you all the tricks of the trade, so you can feel confident while marketing your dispensary on social media.
The safest way to share information on social media is to focus on cannabis laws, destigmatization, cannabis social justice, consumption types, cannabis trends, and product information. Take a page from content marketing tactics and think about this from the perspective of what would be valuable to your average consumer.
Here are a few ideas you can start with:
SEO Design Chicago shares a flare for brand personality:
“Posting funny and engaging content always has the possibility of one of your posts going viral, which would certainly be good for business! Have fun with your posts since customers are looking for authentic social media posts… If you alternate between witty posts and product content, you’re sure to reach your target customer base!”
Besides emphasizing humor and human connection, we highly suggest you reduce cannabis hashtags and avoid showing dollar signs or consumption. Even posts of flawless merchandising showing price tags or SKUs will get reported because it looks like a sale.
Use discretion when posting and selectively choose your cannabis hashtags. Despite how many incredible shots your photographer could take of smoke rings, avoid posting images of people consuming. These posts are likely to get flagged, reported, and eventually get your page banned. Be strategic about what you post!
When determining your social media strategy, you’ll want to think about the cadence/frequency of your posts. While you might be tempted to post all the time, it’s better to start slow and consistent. Brand studies show that social media posts get more likes and engagement if you keep the crowd waiting for more.
Consider posting 3-4 times monthly for the best reach when first starting. If you have a compliance or inventory manager, have them review your final post drafts for regulation issues before you post.
Sprout Social recommends you post at optimal online traffic times to ensure the best performance. They recommend you post between the following hours:
The social media management company suggests you avoid posting at all on Sundays. They report finding the best results by posting on Tuesdays and Wednesdays. But really the best way to find out is to test with your real community and see how they respond over time.
It’s not unusual for cannabis accounts to get reported or banned on social media platforms. In fact, it's downright common and has happened at some level at every single cannabis company I've worked with that is active on social.
Even if you're community is in love, bots can flag your page and the platform might remove or block your accounts. At once, you've lost access to that group of followers and the value that comes with the community you had built.
If you lucked out and your account is still up after a flag or report, the social media’s algorithm can still rank you lower. Think of it as social media SEO. Your page might not appear on discovery pages or within search results unless searched for.
Leafly says, “Earlier this year, @CampCanna dealt with a blocked account at 200,000 followers after a surge of mass flagging by bot accounts, but he was lucky to win an appeal within one week.”
Appealing a block or ban can be difficult. Instead, secure one or more new account handles just in case to maintain credibility on social media platforms. Keep these pages active by promoting giveaways or sharing targeted content.
Instagram (IG) is an ideal channel for the cannabis industry because it features the most influential media types—photos and videos. Instagram’s stories allow an exclusive look into your dispensary, new products, and staff favorites. It’s an excellent platform for educational cannabis content and drives brand awareness, eventually leading to sales. You can also develop your brand’s voice and style by experimenting with IG posts.
Be sure to engage with consumers in your comments. Cannabis companies should be personable and responsive on all channels, especially IG. Even if you receive a negative comment, it’s better to address it kindly to build trust and rapport.
Due to the regulations, there are also some things to avoid on this platform. If you take a subtle approach, you are more likely to maintain your original account.
First, don’t put the word “cannabis” or synonyms for it in your bio. Non-plant-touching accounts can get away with using the term, but it can create negative results for dispensaries.
Second, clarify that your account is for those 21 and up. Some cannabis companies even include their state warning label in their bio, which usually reminds them about not driving on cannabis or consuming it while pregnant.
Third, don’t include a link to your online menu in your bio. Remember, IG is for brand awareness, and they don’t allow direct sales or links to purchase. Leafly suggests that Twitter and Pinterest are also 420-friendly platforms, so create individual channel strategies based on their cannabis guidelines.
Prompt subscribers to engage in email or text messaging to maintain your outreach investment. If your account goes down, you’ll have a safety net of potential customers and leads for your sales funnel. Get consent for communications or offer incentives to connect via text or email. Bonus: SMS (text) has an extremely high open rate of 98%.
To reach new communities, consider contacting cannabis influencers and content creators. When you partner, you can reach their following along with your own. Contact local Instagram influencers, growers, processors, and cannabis aficionados. You can find them through community networking or by searching IG hashtags.
Don’t select an influencer based solely on their online following. Studies show that micro and mid-tier influencers can be just as effective. Vet your potential influencer to ensure you have similar values. They should have a history of authentic, engaging content. Ask for a peek into their native analytics to understand which social media content performs best with their following. Set clear rules so the partnership is mutually beneficial.
Approach other channels cautiously–Facebook can be picky about promoting cannabis-related products but can also reach new audiences. Audio chat software like Clubhouse or Twitter Spaces can tap prominent industry leaders as influencers or develop a space for organic channel growth. Here’s some additional advice on using influence marketing safely and compliantly: Do's and Don'ts of Cannabis Influencer Marketing.
Social media marketing can be nuanced, especially in the cannabis world. Luckily, Spendr offers built-in marketing solutions on top of payments and rewards. We send retention messages automatically, ensuring customers stay engaged. We remind users to link their bank account for an immediate reward, to use their rewards, to check out your deals, and more.
We want to keep you up to speed on compliant marketing strategies so you can keep the world green. Reach us at hello@spendr.com or click here to learn how we can help you grow.
Disclaimer: This article is intended for informational purposes only and should not be considered legal advice. Consult your state's up-to-date regulations for more.
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