Cannabis Email Service Updates Will Impact Email Marketing (Feb 2024)
Posted on September 28th, 2022 to Dispensary Marketing
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Digital marketing is a lot like dropping a series of baited hooks into a vast, vast body of water, and hoping to attract as many fish as possible. The key is, you have to use the right bait, positioned in the right places.
Think of dispensary landing pages as different forms of bait dropped into one highly poignant location.
The infrastructure used for a dispensary website builds out your online presence, and that’s where the magic happens. The more diverse and robust the website is, the more SEO opportunity you have, and the more fish you’ll attract. Plus, the more you feed those fish what they want once they arrive, the more they will recognize your brand. With that said, a lot of thought should go into dispensary landing pages. Check out some types—as well as examples—of dispensary landing pages below.
Location pages are some of the most important dispensary landing pages. They can either be JUST a location page, or they can also feature your dispensary’s online menu. This choice will likely be dictated by your website design as well as SEO strategy. These pages:
These pages are built with geographic targeting in mind, so they should be rich with keyword-targeted (SEO-friendly) content. However, their main purpose is to serve prospective customers with information about the dispensary. Check out the location page for the Uma Flowers dispensary’s Pepperell location. Here, visitors gain familiarity with the brand and its USPs, get a look at the interior space and staff, get directions, and have access to a menu link.
No cannabis dispensary website is complete without a blog. Cannabis is a new mainstream industry—the days of researching weed in the dark are pretty much over. And people are hungry for reliable information. Well-crafted blogs feed the hunger, position your brand as a knowledgeable voice, and boost traffic via SEO.
To get the most from a blog, every drafted post should do three things: Educate or inform, give your brand a voice, and enrich the SEO value of your site. A TON of topics can fulfill these requirements, including:
The Silver Therapeutics blog is an excellent example of a high-performing dispensary blog—the website itself garners over 150K site visits per month. Some posts like “How much is an eighth of weed?” have coveted top spots on SERPs, even beating cannabis-info giants like Weedmaps.
Product type pages are landing pages built to cater to people looking for a certain type of cannabis product in a given area. For example, these prospects may be searching for “cannabis flower near me” or “concentrates for sale in [city, state].”
Here’s a good example from Uma Flowers, which acts as a magnet for people looking for cannabis edibles in MA. The page is relatively brief, but its value for SEO purposes is incredible. And, anyone who lands here sees, number one, where they can get edibles in MA, and two, answers to questions they may have about cannabis edibles.
Strain pages are an awesome addition to your website lineup. These can be worked in as blog posts or set aside in a unique educational section of the site. Essentially, these pages offer loads of sought-after information about the strains you have available at your dispensary—something target customers definitely want to see. However, strain pages also create a unique SEO opportunity and help keep visitors on your website longer.
Strain pages cover:
Check out this strain page example from Canna Provisions. Here, visitors get a look at pretty much everything they’d want to know about the White Runtz cultivar, including genetics, terpene profile, effects, and more. However, the page is also full of SEO terminology surrounding the strain, which draws in organic traffic from people looking for strain info. And, people looking for strain info could very well be potential customers trying to figure out what dispensary has the strain for sale.
Geo-targeted dispensary landing pages are specifically built to attract visitors to the website from a particular geographic area. These pages are similar to the location pages, but they are designed to attract visitors from outlying, surrounding areas, not necessarily the area where the dispensary is located. Therefore, the page is optimized with key, location-based terminology for SEO purposes. These pages may cover:
Here’s a good example of a geo-targeted page from ESKAR. The ESKAR dispensary is located in Northbridge, MA, which is just a short trip from Upton, MA. The page attracts visitors looking for a “dispensary near Upton” online and then gives them all they would need to know about why they should visit and how to get there.
Brand and product pages give cannabis consumers access to reliable information on specific brands and products the dispensary carries. Unlike general product pages, these pages are product brand-oriented. So, some topics included may be:
Here’s an example of a brand and product page from Greenleaf that covers the popular WYLD Gummies. Basically, the page gives an overview of the WYLD products a customer may be researching before they head to the dispensary.
So, you’ve stepped into the digital arena and intend to make your dispensary visible to the online masses—welcome to the other side! Canna Planners can help you along the way with everything from website creation to marketing. Ready to talk?
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