Because of online search tools, your cannabis customers now have more ways to find out information about your company and its products and services than ever before.
While “outbound marketing” or interruption-based marketing focuses on trying grab the consumers attention through methods such as paid advertising, inbound marketing is about giving your customers the valuable content they already want and are actively searching for.
When you use inbound marketing strategies, you help your customers grow, which in turn helps your business grow.
Here are the six best inbound marketing solutions for small cannabis businesses!
1. Start a Blog
Business blogs give people access to free, useful, and relevant content in the form of articles, videos, images, etc.
More importantly, they build trust between you and your audience. If you can solve a person’s problems on a regular, consistent basis, you’re more likely to turn that person into a paying customer.
Think about who your customers are. What sort of problems might they face when using your product?
You can address problems directly related to the product (“How do I change the temperature setting on my vape pen?”) as well as problems that are tangentially related (“What’s the best way to roll a blunt?”).
A regularly updated blog can address these types of questions and issues, which will in turn keep your audience engaged with your business. It will also keep them inside your sales funnel.
2. Create a Well-Designed Website
Oftentimes, a blog is a user’s first introduction to a business website, especially if the blog came up during a Google search.
Or the person might have typed in a search query such as “dispensary near me” and your website came up.
What the person finds when they visit your site will determine whether or not they’ll become a customer.
How is your website designed? Is it easy to navigate? Is the copywriting clear, concise, and fresh? Does the site feature enticing images?
Most importantly, does the site answer most if not all the questions the customer has regarding the services and products you offer?
Think of your website as your virtual salesperson; it’s working on your behalf to get the person to subscribe to your email list, make an appointment, or visit your business. Make sure it looks and performs the part.
3. Use Email Marketing
Email marketing campaigns help you stay touch with your most loyal customers and followers.
In order for email marketing to work, the customer needs to willingly hand over their email address. You can think of it as a type of sale: more content in exchange for their contact information.
For this reason, email marketing content should always be a step above what customers can find on your blog or YouTube videos.
For example, you can offer customers an ebook about the history of the most popular cannabis strains in their area. Or you could do a monthly newsletter that contains information about your company’s recent activities along with upcoming events, deals, and discounts.
4. Host a Webinar
Webinars are live seminars that people can view and participate in online.
For example, if you’re a medical cannabis dispensary, your webinar could feature a research scientist discussing the latest report on the health benefits of cannabis.
Once the webinar is over, you can then follow up with all of the participants by offering them a free consultation, which brings us to our next point…
5. Offer a Free Consultation
Free consultations are an attractive, zero-risk opportunity for customers. They get to meet you, receive whatever information you have about your product or service, and learn more about your business.
And you get the opportunity to meet a potential customer, listen to their problems, and make your case as to why your business can offer them the best solution possible.
6. Build Relationships with Influencers
Influencers are masters of inbound marketing by virtue of the fact that they’ve managed to attract and maintain a massive audience. If you can build a relationship with an influencer, you can tap into that audience as well.
Study the influencer’s current content. How does your product or service fit into the influencer’s content creation needs?
Though you’ll likely have to pay the influencer to promote your business, it could be worth it if you’re able to expand your reach as a result.