The Humble Website More Important Now Than It Ever Was: part 2

In our last article, we talked about why having a website was important for a cannabusiness, and a few of the things that you should have on your website, like good search engine optimization (SEO). This time we will take a look at some of the things that aren’t required to be on your website but will make it more fun for customers, and how they can be used to build more credibility and loyalty for the business.

We talked about using a website to inform your customers. Many people have never tried cannabis before, or if they did it was a long time ago behind the dumpster after high school. So this is an opportunity to teach people about the history, forms, and uses of cannabis. Presenting information in a responsible way will help the modern cannabis business ensure the legitimacy of this growing industry and help dispel the mystery around the use of cannabis.
Having a blog or electronic journal of sorts on your website will allow you to inform and educate customers and build rapport with them. Be careful though: You  may not offer diagnosis of a medical condition or offer treatment advice. Instead, point them to a medical doctor or licensed caregiver.

Use your website to highlight different cannabis strains that you grow or sell and tell customers what they can expect from each of them. Like people have done with wine for centuries, describe the different strains of cannabis you offer. What strains do people find are better for relaxing or partying? Have other customers found this strain be good for relieving symptoms of a certain condition? How long can the effects be expected to last? In what ways is it best consumed? The cannabis newbie will appreciate learning about this amazing plant and how it is used.

Share information with customers regarding different products you carry, such as edibles and vapes. A newbie might be afraid to smoke a joint or a bong, but will consider starting with something with less of a social stigma such as an edible product. Because a lot of them are available, help your customer by showcasing the diverse ways to consume cannabis: I know that when I started using the product I was afraid to smoke it, so edibles were my go-to. Then a few years later, I decided to try vaping. Again, I needed to learn about it to feel comfortable about using the method. Reassure customers that what they are about to embark on is safe and should work for them.

Introduce the store and staff. First-time customers will feel more comfortable if they know what they are getting into and who they’ll be working with. One of the key points of marketing a business is to build rapport with the public. Share pictures and bios of budtenders to let customers find some common ground with the people they can expect to work with. This can be fun and can help staff connect with new and returning customers.

Not all of this information has to be on your website at the beginning. Add a little at a time; for example, blog about the strain of the month or the employee of the month. Highlight what sales and specials are featured for the upcoming week or month. Host a special event, or feature one of your vendors at a pop-up sale. This is one of the reasons why making a marketing calendar is so important. It will give you ideas for creating updated content for your website.

Why is having updated content on your website so important? Remember how we mentioned SEO in the last article? When someone gets on Google, Yahoo, or Bing and to look for a nearby dispensary, the search engine will use a computer algorithm to display what it believes is the most relevant content in the results. Having regularly updated content is one of the factors that search engines use to determine which website tops the list. Studies have shown that the website at the top of the list gets the most clicks. The more clicks, the greater potential for landing a new customer.

Make sure that your website includes links to your social media profiles. Social media is where the real online interaction between your brand and your customers takes place. Post, or at least include links to blogs and other articles on social media sites.
By creating content that compels a consumer to return to your website repeatedly, you build loyalty with your target market. The goal of a website and social media is to engage customers and direct them into your store. At that point the in-person experience and customer service can take over. And that is how to keep that new customer!


Jared Finkenbinder, Visibility Architect, is the owner of Design328.com in Northern Colorado. Experienced in all aspects of branding and marketing—both online and offline, as well as project management, graphic design and communication, Jared has been helping businesses be more visible with projects spanning 30 years, by architecting targeted visibility strategies that help small business owners attract more prospects, connect effortlessly with clients, and engage in more business. Contact Jared at online@design328.com and visit our website http://design328.com.  Follow us on Facebook atwww.facebook.com/design328/.

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