Dispensary Retargeting: Your Secret Weapon for Winning More Customers

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good morning good afternoon if you're joining us from the east coast my name is eduardo silva i will be your host for today's webinar we're gonna take another minute or so to allow the other attendees to join us and uh we'll be back with you momentarily thank you so much for your time all right let's get started so thank you once again for taking the time out of your day to join us as always uh really excited to be sharing some new uh information with our community um today we're going to be talking about dispensary retargeting in other words your secret weapon for winning more customers how to build brand awareness and get more sales is really at the core of what we're going to be discussing today for today's agenda we're going to be covering why you need to start a retargeting campaign for your dispensary delivery service or medicinal practice the tools you need to get started and then the most effective retargeting strategies as well once again my name is eduardo silva it is a pleasure to be speaking with you today uh thank you so much for your time and um i'm going to give you a quick background on foot traffic so foot traffic is a dispensary marketing uh or digital marketing my i am firm and we have been in business for over five years now working within this particular market segment uh exclusively we're really excited to be part of this community as well as be helping the community grow effectively and find those customers we're also really focused on marketing analytics it is a big part of what it is that we do as well as our cultural dna here at foot traffic so we're really excited to be sharing a lot of these insights very data-driven uh marketing decisions that that predominantly impact your business bottom line before we get started today let's just take a quick moment to do some housekeeping um so first and foremost uh as with our webinars we keep the format really short that means that there's a very high density of content that we're going to be covering so i do ask that you you know limit the amount of distractions perhaps put that cell phone that is on your desk or on your hand right now face down on your desk or mute it and then also take a moment to familiarize yourself with the zoom interface of the webinar here so i believe that everybody in the united states right now is probably uh an expert on how to operate zoom but if you are not please do navigate to the top of your screen and find yourself that q a section we do have um panelists who are live here with us today ready to answer any questions you have so please do not hesitate to to ask away we are going to set a small q a window towards the end of our webinar as well so do uh make sure you stick around we do have an offer as well for the attendees uh that we'll be sharing at the end of the webinar so with that being said let's get started um with a value of retargeting so once again today's webinar we're going to be covering retargeting your customers so if someone told you that you could get 10x the number of visitors to your site with their ad strategy wouldn't you consider running those ads it may sound too good to be true but that's what retargeting can do for you so with retargeting you are serving ads to people who have visited your website who have made it purchased before and these are people who are already interested in your dispensary your brand by marketing to them you are building brand awareness and staying top of mind your retargeting ad is essentially a reminder for those existing customers and prospects when when set up properly those who see your ads will remember that they are interested in your dispensary maybe they've made a purchase and it's time to restock or maybe they're curious and want to learn more about what you carry and how to place an order we currently use geo ads for retargeting geo ads are mobile display ads that appear on a website and apps and geo ad campaigns have perimeters that you can set so you can target specific geographic areas and customers okay so through the use of tracking pixels which is installed uh when someone visits on visits your website you can re-target individuals based on web pages they have visited their favorite product category whether or not they checked out during their their shopping experience and including whether they've made a previous purchase or not so what do you need so i have another stat for you so not only can you get up to 10x the clicks but people who visit your site via a retargeted ad are 43 more likely to make a purchase when they visit your site again does that sound good or what again because you're re-engaging people who are already interested in your dispensary they've predisposed to buy from you again and that's really the key takeaway here so how can you start tracking this information and how can you start taking advantage of this strategy well to make sure that you can re-target individuals you first need to collect the right information we always recommend that our clients have google analytics installed and that they enable e-commerce tracking not only is this necessary for determining revenue attribution but it's also helpful for making and running the best possible ads for your business we've seen plenty of bad google analytics installed already and this is something that we set up for all of our clients so we'll always check that it's running correctly before launching any campaign for you if you don't have it set up we'll take care of it for you no worries you will also need a unique tracking pixelate tracking pixels is a one by one pixel graphic that allows you to collect data about what your website visitors are doing on your website for example you can actually see which pages they've visited and for how long or which of the ads they clicked on to actually get to your website so in other words he tracks the entire behavior of that individual before they arrive on your website and then while on your website and because a tracking pixel is saved to the cloud you can actually follow your website visitors across devices this means that you were able to actually gather more and better data so you can create ads that will lead to more sales in case you're concerned about privacy and let's be honest we all should be i want to be to note here that pixels do not collect any personally identifiable information so you're not going to know any of your website visitors name or cell phone numbers rather you're just seeing a unique id number to create your ad the ads themselves you will need a copywriter and a graphic designer to serve your ads you will need a compliant cannabis network and we actually have our own display network that we use for our clients so that we can actually guarantee that only individuals over 21 are senior ads in the united states and 19 or older are seeing the ads in canada plus when you work with us we already have copywriters and graphic designers on staff so you don't have to worry about any of that we'll install everything you need to create the ads for you to review then run them on a on our compliant network and we'll also manage and optimize the ads to make sure that you're getting the highest return on advertisement span okay so roas another term for roi plus we provide transparent reporting so you can actually see how well your ads are doing over time how much revenue the ads generated for your dispensary and online orders and in-store visits as well and this is actually one of the biggest kind of pluses of doing retargeting as well as geo ads it allows you to even track individuals who are physically coming to your dispensary so let's choose your goal let's discuss strategy how can you make sure your retargeting efforts are as successful as possible to start you need to determine the goal of your campaign do you want to get older customers and get them to buy from you again engage with past website visitors that didn't purchase do you want to market your existing customers or rewards program for those members great export your list of customers emails from your crm pos or online menu and will import the customers into our target list and show them your ads it's that simple you can have multiple goals as well but you will need to build a strategy for each one and customize your ads accordingly if you skip this step you aren't going to have as much of a strategy and your campaigns won't be as effective when you pinpoint who you're targeting and why you can better reach them and encourage them to revisit your site and that's really very important so let's talk about segmentation right next you need to segment your audience and create custom audiences this will allow you to serve up the right ads to the right people for example you can actually create segments based on visits to a particular page on your website let's say the customer viewed your cbd page you can serve them an ad that features your highest cbd products or offer them a deal on cbd products you can also target people who spend lots of time on your website but who didn't place an order people who visited your site at a certain number of times with any particular time frame individuals who've abandoned their cart and even people who have previously ordered from you so who you choose to target should depend on your goal once you've got those two things squared away you can create relevant ads and this is beyond important because you're speaking to the audience about what they're interested in so one great way to get people to click on your ads is to offer them a deal now you can create a generic deal like 30 off store wide or since you already have data about where these people visited on your website you can create special offers using this information for example if you're targeting an individual who visited your how to use concentrates page you can then provide a discount on concentrates to help get them back on your website by offering someone something that's relevant to what they are interested in you're more likely to get that sale if you're trying to re-engage customers who have left products on their shopping cart you can offer a time limited deal let's say a 10 off to complete the purchase if you just want to recapture former customers create a segment for individuals who haven't made a purchase within the last 30 days by retargeting customers after a certain period of time then you can effectively remind them about your products geo ads that we run here foot traffic are display ads which means that they are images to be effective they need to they need quality they need to be qualified designed and they need to attract the attention and look inviting any display ad should always include your logo to help build brand awareness and remind customers that they have already visited your site they should be brand appropriate and use graphics and fonts that are associated with your brand image in addition to your design you need to also consider the text what you say and how you say it can really impact whether someone is going to click on your ad or not if you want your ads to convert you need to have good copy and clear call to action some of our favorite cultural actions include order online shop now buy now or claim this deal now so make it make it timely right capture that audience cross-channel marketing focuses on providing the customer with a consistent experience while interacting with your display your dispensary excuse me across multiple channels it is a powerful way to to merge your marketing strategy and create a customer journey across all of these different channels by syncing your geo ads with other lending um pages or excuse me leading marketing channels like google ads and seo you can make your retargeting efforts more effective why well by drawing more traffic to your website from google ads and seo you're increasing the pool of people that you can then retarget this is great synergistic approach that allows you to really stay top of mind with your customers across all of these different channels when someone clicks on your ad where will they end up now where you want to take someone will depend on the goal of your campaign if you're focused on recapturing cart abandonment then maybe you want to take them right to the cart page or to a special landing page with their coupon code we can send them to a product page or a category page based on what they're looking for or what they were looking for before right and send them straight to your menu after that we can actually create a custom landing page for your ad if you don't have a product or category page or if you want to have a special offers page very customizable right but the the idea here is that the world is your oyster and we can help guide you through this process let's talk a little bit about testing the last two strategies i'm going to cover today go hand in hand to ensure that your ads are as effective as possible you should be running a b testing and consistently optimizing your ads based on the data you collect let's talk about a b testing first a b testing is when you run two or more variants of an ad to see which one better serves your goals it's possible that one ad may get you more clicks while another ad gets you more sales but you won't know this unless you're consistently testing and monitoring your results you can run a b testing on different copy designs landing pages offers customer segments and even more as you've collected this data optimize your ads in real time you may notice for example that an ad that was performing well and is now getting fewer clicks this is where it's essential to have someone consistently monitoring and optimizing your ads for you we have launched hundreds of geo ad campaigns and we can support you in identifying opportunities and fix them quickly to increase revenue through your retargeting ads it is a no-brainer for us here at foot traffic now let's chime on into geo ads and retargeting probably the most important aspect of this entire webinar put your best foot forward and secure the advantages of remarketing by working with us when it comes to your geo ads and retargeting as i mentioned we specialize in running retargeting campaigns for dispensaries with your geo ads and if you're playing uh any words with friends or any other apps online or browsing websites on your smartphone you've seen geo ads before the ads are display ads that show up on mobile websites and mobile apps now imagine using that valuable real estate to connect with the new customer or re-engaging former customers of yours and drive people to your online menu or in-store that's exactly what geo ads is and retargeting mobile ads make it possible geo advertising allows dispensaries to show messages to people depending on where they are in real time instead of just casting a wide net and hoping for the best geo geotargeting your ads can help you spend your marketing dollars more effectively by serving ads to people who are more likely to make a purchase with retargeting this becomes even more effective geo ads work by showing your advertisement on mobile sites and apps where your parameters are met this means that if a individual is checking espn.com on their smartphone and they meet your demographic behavioral geographic requirements they then will see your banner ad the ads are possible thanks to the popularity and accessibility of smartphones whether uh whatever people go you can bet that they have their smartphones with them and never has there been so much traffic with smartphones um than than any other time in history research indicates that an overwhelming majority americans have their phones with them 24x7 that means that you can easily reach your ideal audience especially when you target your ads now the main component of working retargeting strategy is having a network of viable sites and apps on which you can advertise for dispensaries this can be a huge hang up if you've ever tried to find compliant places to advertise you know that i'm stating the truth it can be very hard to find cannabis friendly sites and apps that will let you market your dispensaries add in a local advertising restriction based on customers verified age and you've got yourself plenty of obstacles so here foot traffic we actually have a compliant network of over 3 000 cannabis friendly websites and mobile apps and we can target individuals who are 21 and up in the us and 19 and up in canada plus we make sure to stay on top of advertising regulations at every single state level now when you work with foot traffic you get a whole team of people rooting for your success and helping you along the way you don't have to hire a copywriter or graphic designer and then seek out our websites and mobile apps you advertise on we do everything for you and give you feedback every single step of the way we also provide you with revenue attribution this is key to determining how effective your ads are and with foot traffic revenue attribution you can see how much your sales were doing each specific marketing advertising campaign most digital marketing agencies in the cannabis space don't do this and even though it's a standard outside of our industry for us it's a big part of the value of working with us and we aim for transparency and we want you to see your marketing generating sales you will provide you know we will provide you this information and also guide you to better allocate your marketing budget so that you can continue to prosper and grow and despite the current you know revisions if you will to the industry and compliance so i mentioned that we were going to share a deal with the attendees today for sticking around so i have you know put together a deal here for everyone and i really do hope that uh you found this information helpful and uh you can see the value of retargeting and geo ads that you know from this information that we put together to help you experience success for yourself we have also you know put this amazing offer that you can get started right away so twenty percent off your first month with geoads um and uh if you do have any questions right now is the time i'm happy to address any questions you may have uh please uh do feel free to leverage the q a section here on the webinar all right great so how quickly can you start seeing results from your campaigns thank you for that question so first and foremost geo ads is what i like to call a retargeting or impression-based marketing strategy so what does that mean right you're not paying for a specific collect you're paying for mind share you're paying to build a brand and so with that being said we know here at foot traffic that it takes approximately five to seven impressions before somebody's going to actually click and convert to a sale so ultimately you can start seeing results within the first month but after month two and three you're going to start seeing the full power and benefits of it why is that right case in point um somebody who i know dearly to me here was making an example of how she's been targeted by a brazilian shoe company for the last six months and this person turned to me and said you know at this point um just confused about the color of the shoe that i'm gonna buy so ultimately geo heads work it just takes a little bit of time you have to be patient i would say that if you're looking for those quick wins up front there are some other strategies but if you are patient and you want to build that brand and get the conversion and build a mind share within your market geo ads and retargeting is the perfect strategy for you another great question here can you do animated gifs or rich media with geo ads absolutely we can certainly do those uh mediums and we certainly encourage it right however within our team here we'll certainly guide you through the process because there is art meets science when it comes to g web so we want to make sure that although you want to be flashy you don't want to uh you know appear as not a trustworthy brand right with too much flashy lights and whatnot and distract the actual consumer so we'll guide you through that process not only with your graphics but also with your copy great question there how do you measure results oh i love this question because ultimately for me revenue attribution i absolutely can get behind so we uh here at foot traffic part of our entire kind of culture is you know we've really in adopted the idea of revenue attribution so meaning we won't launch any of your campaigns until we have every single uh tracking in place in order to gauge the success of your campaign why is that because we want to know exactly how much dollar to dollar you are receiving from every single marketing um strategy you're embarking on um so revenue attribution is how we measure results now remember what i mentioned throughout this webinar right setting a goal for each one of your campaigns is beyond important because you can get the data but is the data going to be showing exactly what you want towards that goal right is your goal customer acquisition is your goal uh retargeting former clients is your goal um conversion or is your goal purely revenue right let's talk about those goals let's set those goals together and let's track towards those goals great question there any other questions from from the audience well thank you so very much for joining us today and sticking around um i want to take a moment to thank you for sticking with us and if you do want to take advantage of it please do reach out to us foot traffic dot me for slash call for sticking around you have actually qualified for a free yeti tumbler so happy to send that to you just uh schedule a call with us so we can gather all that information and then finally uh you have also qualified for 20 off your first month of geoads so reach out to us let's get started talking about your specific strategies and create a custom approach to earning you more customers all right thank you so much for your time once again my name is eduardo silva happy that you uh have uh chosen to spend this half hour with me here and look forward to speaking with you soon have a wonderful rest of your day ]