How to Increase Conversions on your Leafly Account with leafhead Geo-fencing
As more and more states have started moving for the approval of the use of marijuana for medical and recreational use, the industry has begun to expand drastically as one of the fastest growing in the US. Many enthusiasts and users of cannabis are happy about this, but the worry of cannabis brands and marketing agencies have not changed much.
You would expect that its growing acceptance in various states would mean a lot to marijuana brands and companies, but there are more sides to it. Although the opportunities abound, the major challenge is marketing—how to get the product from the shelf of the cannabis company to the hands of the consumers.
This is because federal laws still recognize marijuana as an illegal substance. This means that you can’t advertise on TV, you can’t broadcast over the radio, and you can’t send direct messages through the mail or on the pages of the newspaper.
Also, because it is still recognized as an illegal drug under federal laws, you would most probably not be able to run a successful campaign on Google, Facebook or Twitter. Businesses usually find a way to go around it but it doesn’t give optimal results, and this opens their social media accounts to the threat of being blocked permanently.
One way that marijuana companies and dispensaries have advertised their products over the years is to find ways to associate with other unrelated businesses and get them to distribute their handbills. Another way is to build a followership organically on social media, but this is often very time consuming and costly. And there is a high likelihood that you might not be advertising to the right person.
To overcome this hurdle, companies like Leafly and Weedmap have sprung up to build a bridge between the buyers and sellers of marijuana products. When cannabis users visit any of these sites, they have access to the directory and listings of marijuana brands and dispensaries close to them.
Let’s just say it’s a “Yelp” exclusively made for cannabis products. So as a business, all you need to do is to enlist your business on their directory and customers can start rolling in from there.
Why Leafly presents a good opportunity
Aside from being the Yelp of weed, Leafly could also be termed as a nation of cannabis users. With over 40 million monthly page views and 13 million monthly visitors, Leafly is the largest cannabis website in the world. Their platform allows users to not only see your business, but also to rate and review your business and products. With this website, patients can be able to determine which cannabis strain is the appropriate drug for their specific symptoms.
The three-fold functionality of Leafly makes it very attractive to cannabis users and dispensaries alike. Their Strain Explorer feature helps patients and consumers search for, and get their specific strain of cannabis that would treat their medical condition such as nausea, anxiety, etc. Also, users are also able to see the desirable effects on all strains of cannabis such as creativity, ecstasy, or euphoria.
On Leafly, users are able to view relevant strains in an arrangement which looks similar to that of the periodic table. The table is coded with different colors depending on which particular strain of cannabis it is. There is also a different color for a hybrid strain.
Their strain explorer feature is great for consumers, but the most attractive feature for cannabis businesses and dispensaries is the dispensary locator feature. This allows users and patients to search for cannabis dispensaries and companies around their location. This function uses the zip codes of users to sort out and give users the listings of cannabis dispensaries around them.
When users search for the dispensaries close to them, they just don’t want the nearest, they want the best. Their search result is displayed on a map and the dispensary profile shows menus, photos, store locations, and consumer reviews of cannabis dispensaries.
The review function allows users to rate and talk about the strains of cannabis dispensaries they have visited. In essence, prospective customer would have an idea of what to expect when they’re making the choice of the best dispensaries closest to them.
Customers usually rate these dispensaries based on their general attitude of service, desirable effects of products, atmosphere of the dispensary and quality of the cannabis products.
Being one of the most influential platforms in the health sector, Leafly has revolutionized the way by which cannabis is sold by dispensaries and has found a way to improve healthy competition between dispensaries. Many companies now compete for a good percentage of the market share and so they strive to create better ways to produce and serve cannabis, and strive for better ratings on the Leafly platform.
Undoubtedly, Leafly has changed the cannabis market in a whole new way, making it possible to get cannabis products from the dispensaries to the users. However, there is a whole new opportunity in digital marketing that is revolutionizing the way we advertise and keep in touch with consumers—geofencing marketing, and when it is employed in your ads campaign, it can significantly increase conversions on your Leafly account.
What is Geo-fencing Marketing and Why Does it Matter?
Imagine being able to serve ads to only those who need your product, think of the opportunity of serving your eye-catching ads to the dissatisfied customers of your competitors. This ability to target clients with sniper accuracy and laser efficiency is possible when you run a geofencing marketing (or geomarketing) campaign.
Well, what is geofencing marketing and how does it work?
Geofencing marketing is a mode of direct mobile advertising that allows you to serve adverts to people in a certain location. To do this, you have to build a virtual geofence around a certain region on a map, so that when your target audience enters or leaves the location, they are able to receive push notifications from your business. This way, you’re able to reach out to people around very specific locations and send messages straight to their mobile devices.
Geofencing marketing is able to remove all the noise from advertising, enabling you to focus on just the people that matter—your potential customers.
Geomarketing is different from traditional online marketing in its accuracy and remarkable ability to convert leads into paying customers. This is because your adverts are only seen by people who have a high tendency to try out the product, for example, the customers of your competitors.
Traditional advertising is only able to sporadically send messages to customers irrespective of their tendency to buy your products, but geofencing marketing can be able to target a very specific location where your potential customers are. Imagine being able to make your ads seen only by people who enter a certain building alone.
As a cannabis dispensary, you can use geofencing marketing to target people who go to certain stadiums, festivals, parks, or people who visit a certain psychologist. Also, geofencing marketing gives you a high level of flexibility over your advertising strategy in the sense that you’re also able to set the specific times of the week that you want your ads to run.
For example, you can set your geomarketing campaign to run from 6pm to 11pm around a nightclub location, or you can draw a geofence around your competitor’s dispensary that would run only during their open hours.
With geofencing, you can serve ads continuously to potential customers for the next 30 days, even when they have left the location.
Despite the growing acceptance of cannabis, successful marketing is still a big deal for most cannabis brands and dispensaries. While Leafly and other companies have made it more convenient for cannabis companies to market their products, geofencing marketing campaigns open a new world of opportunity.
Combining these two tools together to form a solid ads campaign will give remarkable results.