Search engine optimization (SEO) drives traffic to your website for information so customers can purchase something.
But it's also possible to use SEO to drive foot traffic.
How can SEO help bring more people into your store? There are various tactics, and we'd like to explore each in depth. But today, we'll take a broad overview.
We'll look at the most overlooked SEO tactics you can use to generate foot traffic. Be sure to check out future posts for more in-depth looks at each one of these approaches.
(1) - Google Reviews
SEO draws someone to your website. They'll look through your inventory and decide whether to buy.
How can you increase the chances they'll come to visit your store? By offering them proof that other people have seen and left with smiles on their faces.
That's the importance of reviews.
It's free content. It boosts your ranking in local directories. It proves to potential customers that your store and its products are worth their time.
So if you want to encourage your customers to leave you reviews, simply ask.
After they've bought something, politely ask if they could leave a review. Someone could see a review from a year ago and decide to visit your store.
That said, be careful. You cannot pay for reviews or offer customers discounts for leaving one.
(2) - Promote Local Events on Your Blog
Does your site have a blog? If not, you're missing out on a massive part of cannabis SEO.
This doesn't mean info dumps about cannabinoid therapy. That is information people can get anywhere.
Your blog should be where they go when they want detailed information about a strain they bought from your store or maybe information about its licensed producer.
This makes your site more visible in search results and helps build brand recognition. But more importantly, it establishes expert authority.
You want to connect quality cannabis with your store before the customer walks in the front door.
(3) - In-Person Bonus
Let's say you've got an active blog going that's mobile-friendly and provides customers with product news, information, and some local events they might be interested in.
Thrown in a few positive Google reviews, and you're already better off.
And while we recommend these tips, our #1 way of using SEO to drive foot traffic is by offering in-person bonuses.
Who doesn't love a good deal? If you've got customers checking out your blog for the latest news and product information, give them incentives to visit your brick-and-mortar establishment.
Maybe it's a grinder for purchases for over $200. Perhaps it's a complimentary set of premium rolling papers when they buy an ounce.
Whatever you decide, by combining all three of these SEO tactics successfully, you're sure to see an increase in foot traffic.
What's the Toke Away?
GOOGLE REVIEWS - Just like searching for a new restaurant, but for cannabis retail. Better rated businesses appear at the top of searches. Focus here to get noticed.
LOCAL EVENTS - Be an expert in your neighborhood. Local knowledge, and posting about it imparts authenticity and credibility. Both are needed to drive your foot traffic over anyone else.
BONUS - Leverage gifts for Google reviews. Make the process easy, even walk customers through it in real-time. QR code stickers can be great to open your store's listing and post the review.