If your dispensary doesn’t have Snapchat, you’re missing out. Plain and simple.
SNAPCHAT has been around since 2011, yet has continued to steadily grow in popularity and use. Through this social media app, users can send self-destructing videos, pictures, and voice messages to one another.
While some may wonder why that’s even necessary, given texting and Instagram Stories, but there are actually several reasons for its continued success. It’s these reasons that also make it possible to use Snapchat to increase your website traffic and drive more people to your dispensary.
With Snapchat, people send images and videos to other people they want to interact with. Users can add text, stickers, emojis, and filters to the picture or video before they send it off. These messages can vanish after a set amount of time, never to exist again.
While this self-destructing, short-lived messaging system may sound like it would be counterproductive to business, it’s actually quite the opposite. The short lifespan makes the Snaps seem that much more important, because they’re immediately relevant and exclusive to just your followers.
The disappearing nature of the messages add a sense of urgency that will make people want to open them right away. They won’t want to miss anything, so they are far more likely to check back and watch your updates throughout the day. This is what gets millions of people to actively use Snapchat numerous times throughout the day.
As a matter of fact, Snapchat has about 60 million total installations, which makes it significantly more popular than Instagram was when Facebook bought it for $1 billion. Now, out of all of those 60 million installations, Snapchat has about 178 million daily active users around the world. That’s a sharp increase from the 153 million global users from the corresponding quarter of the previous year.
Let’s look at that again.
Snapchat has 178 MILLION people using it EACH DAY. 178 million people.
Not all of those people will see or hear about your brand. In fact, most of them probably won’t. That’s okay. You’re not after total Snapchat domination.
You’re after targeted social media marketing that will bring in new customers, keep the old customers coming back, and give a boost to your cannabis industry reputation. You can benefit in a ton of ways from this massive amount of potential engagement, such as getting more website visitors.
Here’s how you can use Snapchat to get more website traffic:
1. Let your brand personality shine through
Snapchat is all about sharing your real-life, real-time events that make up your day. While this could be done in a blog - blogging is inarguably essential to any dispensary website - there is something far more personal about those short snaps that didn’t take days to create.
Humanize your brand
Give your customers a peek into what goes on in your dispensary. Show them behind the scenes, where all the inventory is. Get your staff on there, and really help your customers put a face - or faces - to the brand.
One of the best ways to increase website traffic is by personalizing your brand . This is where Snapchat is going to come through for you. Let your customers get a glimpse into your life as a person by sharing pictures of your first cup of coffee in the morning, showing a behind-the-curtains look at your office or the back stock room, or showing off your adorable cat.
Show your customers there are people behind the brand. You’re not just a dispensary with great weed. You’re a team of people with adorable cats, Starbucks trips, bad hair days, and more. Give your audience a peek into you are as a way of humanizing your brand. Show your personality.
Engage with your audience
Engage with your audience by getting in touch with your customers and sharing pictures and videos with them directly. You can create short videos, or use some fun stickers and filters, to ask questions that ties back into your latest blog content. Share your latest product, and ask if they’ve tried it yet.
You can also hold little contests. Put a secret word within your last blog post, and then announce that on your Snapchat. If they can reply to you (on Snapchat) with a screenshot of the blog post, they win something small. It could be a little grinder, or maybe a joint.
Not only will this drive traffic to your website and your blog, but it will also give you a chance to interact with your customers in a more personal way. It also would bring more people into your store. If they won a grinder, for example, they’d probably be interested in buying some new bud to go with it.
Contract with cannabis industry influencers
Just like with any other type of social media platform, Snapchat can be used by cannabis industry influencers as a way of spreading brand awareness and extending their audience reach.
You can collaborate with other influencers or business owners within the cannabis industry. This would give your website traffic a big boost as your brand makes its way to a new demographic.
Influencers familiar and skilled at Snapchat would a great marketing asset for your dispensary. Contract with them to create engaging videos and images that will strengthen your brand’s voice and let your dispensary’s personality shine through. Prospective customers would be more likely to check out your store, and existing customers will stay engaged and interested in your brand.
Try it out by having an influencer (such as your dispensary’s blogger) “take over” your Snapchat for a day! Or maybe you take a trip into enemy territory and check out another dispensary.
Whatever you do, make sure it sets your brand apart from all the other dispensaries in Washington. If you connect with your audience and create content that resonates with them, you will see more engagement - - which means more website visitors. The more people know about your brand, the more people will check out your store.
2. Add to the exclusivity factor
One of the best things about this app is that the Story content will only be available for 24 hours. If one of your audience members misses it, they’ve missed that chance forever.
This adds an air of exclusivity that you can take advantage of. Use Snapchat for the distribution of coupons, promotions, giveaways, and other related discounts. They would only be available for that 24 hours, and they are only available to people who take the time to check out your Snapchat Story.
Offer Snapchat-only promotions and discounts
Use Snapchat to give your audience members special discount offers on your products or on branded merch. Have them interact with your website (commenting, sharing, liking) as a way of being able to enter your special giveaways, contests, and promotions.
This is a great way to drive traffic to both your website and your store. In fact, Snapchat reaches roughly 41% of 18 - 34 year-olds in the U.S. every day. Considering how many people within that age range smoke weed in the U.S., this is a pretty important marketing channel to be paying attention to. Cannabis promotions are always fun, but personalizing them to fit your specific dispensary’s brand will go a long way toward increasing website traffic and prospective customers.
More than 50% of Snapchat users will open a brand’s story, and more than 85% of those people will watch the brand’s entire story. You can use this statistic to your advantage.
For example, try offering a discount to the customers who watch your entire Snapchat story, and then respond to it with a Snap of them using one of the products they got from your store. This will significantly improve engagement between your brand and the customer, and it also drive additional traffic to your website.
Maintain exclusivity with content
Snapchat is a fantastic way to offer special content that customers wouldn’t get over on your other social media platforms. This gives a feeling of exclusivity, as well as gives your audience unique insight into who you are as a brand.
Use Snapchat to show off some of your newest inventory to your followers before the products even hit the shelves. Have your followers enter a code on your site, comment on a blog art, or share content from your site to show they watched the Snap.
Make sure to emphasize the fact they won’t find this content anywhere else. This is Snapchat-exclusive, so they won’t see it on your other social media channels. This will play off the sense of urgency of keeping up with your dispensary on Snapchat, so they don’t miss anything before it disappears forever.
Your customers will become more engaged with your brand and care about how your business is doing. Combine this with other customer loyalty programs, and your website is sure to get a boost in traffic.
3. Show them your dispensary is the place to be
Most customers expect any retail store to be pretty much the same.
You go in, you find what you want, you stand in line, you pay for the items, and then you leave. That’s really it. There isn’t much to it.
But, that’s where people are wrong.
Hold customer events
Show your customers your dispensary is a fun place to buy their cannabis by sharing fun pictures and videos from in-store events, or other events your team attends.
World of Weed is one Tacoma dispensary that excels at Snapchat marketing. They’re constantly sharing pictures and videos, including those of the staff and decorations. The entire store is decorated for each holiday, and showing that off on Snapchat really draws in more customers and curious followers.
Are you holding a company event? This is a great way of gaining customer loyalty, and Snapchat will help your non-local customers feel included. Sharing video and pictures of these fun events will give your audience direct access to this fun side of your brand, and it also keeps them updated and in the loop.
Hype up new products
Did you just get in a new product? Give your audience a special sneak peek of what you just got in. Hype it up, and get them excited about trying it. Get them talking, and link back to your latest blog post about the product.
Because that video or picture will expire after a short amount of time, there’s an immediacy factor that will help ramp up engagement and get people talking.
You can even go one step further by keeping track of who views your content the most. Reward these loyal customers with exclusive deals, discounts, promotions, etc. This is will make them feel like they’re part of the inner circle, and it will help keep them from giving their money to another Tacoma dispensary.
Those who receive this exclusive information are more than likely going to share it with their friends, which will drive even more traffic to both your website and your Snapchat.
You could do a Strain of the Day story, highlighting a fire new strain each day. Add some fun music, some animated stickers or fun filters, and a short description about the strain itself. This is a great way to keep your audience members informed, engaged, and interested in your brand.
Share dispensary news
What’s the latest news for your business?
Maybe you’re looking to hire a new budtender. Use Snapchat! Have applicants send in videos or pictures that demonstrate their knowledge and expertise. Not only would this show your dispensary is way more fun and interesting than the other Tacoma dispensaries, but doing this will also give a huge boost to your website as applicants go check it out and apply for the position.
Perhaps you’re getting a new manager. Use Snapchat to share some pictures and videos of the new manager. How does it affect the store? Give customers a glimpse.
These are great ways to keep customers engaged with your brand, as they will feel like they’re part of this exclusive group. Exclusivity helps drives sales and drives more people to your website. They want to know more about this awesome Tacoma dispensary they keep hearing about!
Snapchat is one of the simplest - and affordable - ways to drive traffic to your website. If you haven’t already tried marketing on Snapchat, it’s time things changed.
This popular social media platform gives your dispensary a chance to engage with prospective customers from within your target demographic, expand your audience reach, and even gain the attention of people from another demographic.
The sense of exclusivity and urgency that Snapchat instills makes it the perfect platform for a wide variety of digital marketing campaigns.
Behind-the-scenes look at your dispensary
Hiring announcements / contests
Snapchat-exclusive promotions, discounts, and special offers
Sneak peeks at new inventory
Day-to-day things, like staff birthdays, holidays, company events, etc.
Snapchat is best for fun, casual content - which is why it works so well or dispensaries. This platform gives your store a chance to let brand personality really shine through. Get creative with it and think of ways to use it to set your brand apart from all the other Tacoma dispensaries.