If you want to reach customers, then social media is one of the best and worst ways to do it. It’s the best because of all the potential, and it’s the worst because—done wrong—your posts will be lost in the chaos.
That said, here are some dos and don’ts when it comes to social media.
First, never just post. No matter how beautiful, novel, or interesting you think the post is, don’t post it without first doing sufficient competitor and customer research. Social media is difficult because of how chaotic it is.
When it comes to the cannabis industry, you need to make sure that you are reaching the right people. This can only be done by first understanding what posts are attracting the people and action you want.
In other words, a post about the latest cannabis news may draw a lot of people who are interested in the topic, but may not draw those who are also likely to buy from your store. As such, your post needs to draw interested people who will also likely carry out your desired action—comment on the post, share the post, follow a link to your store, etc. Pick one!
Believe it or not, the aim of a post should not be views or, in a lot of cases, engagement. Most business-related social media posts are created for one thing only—sales.
Views, likes, and comments, do not translate into sales; customers do. That may seem like a cheap line, but it’s a fact that many businesses miss.
For dispensary owners, a post with you and a random famous celebrity that has nothing to do with the cannabis industry may bring in plenty of views, likes, and comments, but how many of those views are from potential customers? Most are probably there for the celebrity.
However, a post about a new cannabis product with a clear call to action to “Buy Now” or “Click Here” may receive less engagement, but the engagement it does receive is far more relevant as those engaging with the post are doing so because they are interested in the product.
No random posts. No haphazard posts. Just simple, consistent, and regular posts. Social media is a grind. You can’t build an audience of ready customers with just one post, and you can’t maintain an audience with “just a post here and there.”
Once you know your customer, see how your competitors attracted that customer, and have a clear idea of what you want the customer to do, then create a marketing strategy around that and stick to it.
Social media is meant to be… social. Engage with your audience. Reply to their comments. Keep up with and ideally partner with cannabis influencers that your customers follow. Stay trendy. Just like in a conversation, don’t keep bringing up the same joke/saying/topic that everyone has already moved away from.
Above all, remember: there is nothing casual about social media marketing. It is a beast that few are able to tame. And just like a beast, you have to keep feeding it what it wants or else it will leave in search of greener pastures… Good luck!
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