Dispensary Social Media Content Should Be Engaging
Impactful social media posts are capable of grabbing interest and sparking a conversation. Meaningful and entertaining conversations help content travel further in the social media sphere and have a greater final impact.
A recent study indicated that people are more likely to up-vote a comment that is already liked or upvoted by someone else, especially a friend or acquaintance. Encouraging dialogue is a great way to engage potential customers in a way that inspires them to share your content with other people.
One way to achieve this is to intentionally create content that requires a direct response from your target audience. Including polls or surveys in your posts is one method that accomplishes this. Another is to directly connect your visitors to relevant content on other social media platforms that may be more effective at inspiring conversation and sharing (Reddit, forums, etc).
Good Content Inspires Emotion And Drives Action
Social media content is most effective when it is not just intellectually stimulating, but also emotionally inspiring.
A 2018 study found that many shoppers make emotional decisions first, only rationalizing them later. For marketers, this means that a customer’s emotions should be the primary target of brand communication. Emotionally driven content simply makes audiences more receptive to marketing messages.
Content that is emotionally stimulating can leave a lasting impression on a viewer. If that content is successfully attached to positive marketing messages, that emotion can be effectively leveraged.
Some ways of incorporating emotional stimulation into your posts can include the use of storytelling, and the incorporation of visuals, text, music, and live video.
Being Ready For Relevance Pays Off
Your dispensary social media team should be prepared to respond to sudden developments and breaking news quickly. Latching on to the excitement of other situations can be a great way to produce and share exciting content with little effort or investment.
Thanks to mobile internet and smartphones, it has never been easier to stay connected to the rest of the world. Staying on top of current cannabis news and events is an easy way to generate ideas that could eventually develop into meaningful content.
Some examples include leveraging the excitement of an upcoming or ongoing sporting event (Superbowl, World Cup, etc.) or an upcoming local event such as festivals or conferences (music festivals, professional conferences, etc.).
The Importance of Consistency
Social media marketing should not be limited to any single platform. Most marketing teams develop plans and strategies that are implemented across a number of social media platforms such as Facebook, Instagram, and Reddit.
It is important to remain consistent when communicating over several platforms. Delivering mixed messages could confuse your target audience and make it much harder for you to successfully establish and defend a brand position.
Keeping your messaging consistent with your brand identity will increase the trustworthiness and credibility of your social media efforts in the long-run.
