Welcome to High On Marketing - A weekly newsletter where I show you how to strengthen your email marketing strategy for your cannabis brand. Learn how to nurture your audience, increase retention rates, and sell more weed.

⚡Quick Tip⚡

Today’s Email:

• Quick Recap of the Customer Journey

• Identifying Key Points in the Journey

• Creating Email Content for Each Stage

Let’s Roll 🛼

Hey!,

What if you could know your potential customer’s next move before they make it?

What if you could know what they were thinking, what they’re objections to your brand were, and how to overcome those objections before they’re even presented?

Well, I wouldn’t have brought it up if it weren’t possible… In fact, that’s exactly what this week’s edition of High On Marketing is all about!

Mapping out your customer’s journey from stranger to customer allows you to create the experience that you want to create for your customer’s.

Once you have it mapped out, you’ll be able to create personalized content for each stage of your journey that leads your reader to the next stage (where more personalized content is waiting).

Here’s how to do it:

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Quick Recap of the Customer Journey:

I’ve talked about this a few times here, and on LinkedIn.

For my full breakdown on the stages of the customer journey, click here!

But for now, here’s a quick rundown:

There are 5 main stages to the journey a consumer goes on from stranger, to paying customer.

Awareness: The customer becomes aware of your brand and products.

Consideration: The customer thinks about purchasing and seeks more information.

Purchase: The customer makes a purchase.

Retention: The customer becomes a repeat buyer.

Advocacy: The customer recommends your dispensary to others.

Identifying Key Points in the Journey:

What are the key actions or touchpoints for each stage?

For most brands, it goes something like this:

Awareness:

When the customer first learns about your dispensary. Key actions include:

• Visiting your website

• Engaging with your content

• Subscribing to your email list

Consideration:

When the customer is considering whether to engage further. Key actions include:

• Researching your products

• Engaging with sales or customer service (i.e. calling, emailing, using live chat)

• Visiting your store

Conversion/purchase:

When the customer makes a purchase. Key actions include:

• Making a purchase (obviously)

Retention:

Post-purchase. Keep ‘em coming back! Key actions include:

• Follow-up communication

• Offering discounts/rewards for future purchases

Advocacy:

When satisfied customers become brand advocates. Key actions include:

• Writing reviews

• Referrals

• Social sharing

Creating Email Content for Each Stage:

Ok, now that you have your roadmap, it’s time to develop content for each stage of your journey so your soon-to-be customer keeps engaging, and moving along to the next stage.

Awareness:

Welcome email/sequence: When a fresh face signs up to your email list, they should be greeted by your welcome emails.

1. Thank them for signing up

2. Tell them a bit about your brand

3. Influence the first purchase (discount)

Consideration:

If your Welcome discount or unique selling point doesn’t result in a sale, they’ll move on to the Consideration stage. This is where they need a little more convincing before they buy.

Here’s how to get ‘em to the purchase stage:

Educational content: Educate them on the benefits of cannabis, how to choose the right products for their needs, usage tips, etc.

Product comparisons: Show how your products, process, or company is better than the competition.

Product highlights: Showcase popular or relevant products and include customer testimonials.

Purchase:

If they’re still hesitant to make a purchase, but still engaging, they might still have some reservations…

The 2 most common are price, and convenience.

Remind them of their first purchase discount, or offer an additional reward (maybe a physical gift to persuade them to come in).

Ease of purchase: Include clear CTA’s with links to appropriate pages.

This is also where you explain how quick and easy it is for them to get their favorite products however, and whenever they want:

• If you have curbside pickup, tell them.

• If you have home delivery, tell them.

• If they can reserve a time slot for pickup so they can work it into their schedule, tell them.

Retention:

Great! They made a purchase. Now let’s get them to do that again:

Replenishment reminders: Set timely reminders for your customers for when they might be running low on weed. Ensure that your messaging is relevant to each section of your email list.

Loyalty rewards: Remind them of their loyalty point status as well. Show them what they’re missing out on by not using their points, and tell them what rewards are waiting for them if they move up to the next loyalty tier.

Advocacy:

Word-of-mouth is the best kind of marketing you can hope for for your dispo. It’s extremely cheap (or free), and brings in a steady stream of new customers who already know what to expect from you.

Referral Program: Introduce a referral program that rewards current customers for bringing their friends.

You should have 2 referral programs: One where customers are encouraged to bring their friends in to shop, and one that encourages subs to get their friends to subscribe as well.

Have tiered rewards (like in your loyalty program) so your customers have something to ‘work towards’. More referrals = more rewards.

Community stories: Your customers like supporting local businesses that benefit the local community. They like having a brand that they can stand behind, with values similar to their own.

Share stories or features about how your dispensary contributes to the community or participates in local events. Supporting your community is a win-win.

If you can make your customers feel good about themselves for shopping at your dispensary, they will naturally become loyal advocates.

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The most important part of your customer journey is keeping your soon-to-be customer engaged throughout.

The more they’re engaged, the more they will remember you.

And the more value you can add to your content will determine how quickly and seamlessly they move along their journey.

Customer-focused marketing strategies are the past, present, and future of marketing.

And optimizing each point of contact between your brand and your audience is how you create one.

If you’re struggling to keep your canna audience engaged, build your email list, or generate sales from email marketing, reply to this email or dm me on LinkedIn!

I’m working on a solution for cannabis dispensaries that want to do all 3.

When You’re Ready, Here’s How I Can Help You…

Click HERE to download the High On Marketing Evergreen Templates - 50 pre-written emails tailored for cannabis brands to educate, engage, and encourage action from your audience

Stay on top-of-mind while building a well-informed, loyal customer base.

Get your templates today and have the next 6 months of canna content covered!

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P.S.