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Using Hyperlocal Content Marketing to Reach More Neighborhood Customers

The Power of Hyperlocal Content Marketing for Cannabis Businesses

The challenge of getting more people in the door is something nearly every cannabis retailer faces. 

In today’s rapidly increasing market where cannabis consumers have tons of options for dispensaries, glass shops, CBD shops, and even cannabis apparel stores. 

With all of these choices available, it’s more important than ever for cannabis businesses to find ways to maintain a steady stream of people walking through their doors. 

It’s great when your website traffic increases, and you find that cannabis consumers from all over are reading and engaging with your content. But, it’s the consumers in your local area that will be the people coming into your store. 

That’s where hyperlocal cannabis marketing comes in. 

When you turn to Google in search of services like dispensaries, marijuana delivery, and smoke shops, the results will list the local businesses at the very top. The search engine was designed to do this, using your location to return a list of establishments in your immediate area. 

But, what is hyperlocal marketing and what all does it entail? How does hyperlocal marketing for cannabis businesses differ from the existing digital marketing strategies you’ve been using?

Hyperlocal cannabis marketing can help you get those target consumers that are in the ideal area for your business. When you have the help of a content marketing services like Booklexia Content Marketing, you can implement hyperlocal marketing techniques and gain traction in your local business area. 

This guide will cover the basics and the benefits of using hyperlocal marketing as part of your overall content marketing strategy. 

Cannabis Retailer Hyperlocal Marketing, Explained

Hyperlocal marketing is a marketing method focused on increasing online visibility and reach with a targeted audience located within a specific geographical area.

Whenever people use Google or other search engines to find a specific place, they do so with a location already in mind. They enter queries like, “top recreational dispensary near me,” “best CBD in San Diego”, and “glass dab rig near me now.” 

In fact, there has been significant growth for phrases that include “now +near me”, such as in “dispensary open near me now”, over the past few years. 

This being one of the fastest-growing search terms means your cannabis brand’s content must reflect location, as customer engagement offline is heavily dependent upon your presence online. 

Your cannabis retailer brand’s influence in local searches is based on digital elements such as your Google Business profile, online customer reviews, local listings, and blog content. 

There are several aspects of local search visibility and cannabis retail hyperlocal marketing that you must consider you think about implementing ways to rank higher for local search. 

Recency: How often is new content published on your cannabis business website, menu and directories, and social media profiles? 

Distance: Where is your business located in relation to the person conducting the search, and does the search engine know if your cannabis business services the area included in the person’s search query? 

Authority: Do other websites link to your cannabis business website as a resource for information and expertise?

Relevance: Does your content provide answers and solutions people are actively searching for? Is the content valuable to the readers on your website?

Availability: Does your cannabis business list hours that are open during the times people are searching online?

Many cannabis businesses cannot ship products, which limits them to the sales within their region. 

For those businesses striving to increase their brand reach, search engine rankings, and returning customers, hyperlocal marketing is an ideal choice.

Understanding the Hyperlocal SEO Algorithm

When a cannabis consumer searches Google for marijuana businesses and related places located close to where they are (such as with the “near me” query), the results they get are based on that location. 

These search results are highlighted within sections like Maps and Search, and the local results algorithm ranks these listings in accordance to a variety of factors that deviate from the standard search algorithm.

Geographical proximity – How close the cannabis business is to the Google user)

Reputation – The most popular cannabis businesses in that area and what consumers say about those cannabis businesses

Relevance – Whether or not the cannabis business provides the marijuana products, information, or services the Google user is searching for

Google favors the local search results and designates a three-result section of the search engine results pages (SERPs) to the “local 3-pack”, which is based on a Google user’s current physical location. 

This pack is  a Google Maps entry that features three local businesses most relevant (by the above standards) to any given search query. It lists those business’ names, directions to that business’ location, and the direct contact options for the business.

While the entirety of the first page of Google SERPs generates a shocking 71% (with 92% reported in some recent years) of organic traffic, the very first result of the Google 3-Pack sees a whopping 34.6% click-through-rate (CTR)

Why should you care about that?

Consumers are far less likely to engage with the results that are listed below the Google 3-Pack. The results that get listed on the first page, but outside of the 3-Pack, do still generate substantial traffic but the second, third, and subsequent pages yield reduced traffic generation.

Earning a Google 3-Pack placement is imperative for achieving target KPIs, increasing organic website traffic, and raising in-store sales

To improve your local SEO rankings, you need to apply hyperlocal marketing strategies to your overall content marketing

This means implementing marketing operations that bring in cannabis consumers who want to shop at a cannabis business close to where they are. Not everyone feels like driving or Ubering a long way to re-up on their stash or to bring home an expensive piece of glass. Those are the people who want to buy from local cannabis businesses. 

Hyperlocal Optimizing a Cannabis Business Website

As the owner of a brick-and-mortar cannabis business with a local customer base, optimizing your website for hyperlocal marketing is essential. Using the right keywords and utilizing the reviews left by your local customers will give your cannabis business a high chance of listing among the local Google 3-Pack. 

Here are some ways to optimize your cannabis website for hyperlocal search:

1. Register for Google My Business

Creating and managing a Google My Business profile for your cannabis business will help customers find you, get your brand story heard, provide social proof (customer reviews), give information about your hours of operation and location, and gives business verification. 

It will also help your cannabis business SEO, making it easier for new customers to find you during a Google search. 

Because Google prioritizes “near me” searches, having an updated Google My Business profile boosts your business’ discoverability. 

you want Google to give results of cannabis businesses closest to your location. That’s where Google My Business comes in.

Now, there are restrictions for cannabis dispensaries and CBD stores with Google My Business accounts. 

When completing the profile, you need to choose a category. You need to set it to “Cannabis Store.” Marijuana is still Federally illegal here in the US, so Google has restricted certain aspects of Google My Business. 

While it may seem tempting to just ditch that and list it under a different category, that will only cause legal trouble for you and your business. 

So, follow the rules. 

The Google My Business limits “Cannabis Store” businesses by removing:

Posts – No communication with customers

Products – No listing of products

Services – No listing of cannabis business services

Bookings – Customers cannot book appointments 

This unfortunately means you cannot include cannabis product or pricing details from your dispensary, CBD store, or other cannabis business.

Even with these restrictive stipulations, creating a Google My Business page means your cannabis business has a greater chance of being listed in the search engine results when people are looking for cannabis products available in your area. 

When someone looks for your cannabis business and sees you have a Google My Business listing, they are more likely to click on it to get the address and other details. This means your business could be the one to outshine the cannabis businesses in the area that don’t yet have a Google My Business presence (or don’t plan to get one). 

The more detailed your profile is, the better it will perform for your business. Google asks a long list of questions, but it’s important to answer them all thoroughly. 

2. Update your cannabis business contact information

The closer your cannabis business is to the consumer’s location, the better. 

So, if you are a business local to Oceanside, California and your listing has the phone number of your old shop in Portland displayed – that isn’t going to work well. 

Having accurate and local contact information highly improves the likelihood of your cannabis business being included in the local Google 3-Pack cannabis consumers will see when searching online. 

Review the contact information on your website, double-checking that it’s accurate and easy for website users to find. 

If you have social media profiles for your business, put your store location in their bios, link them back to your website, and list your contact information clearly. 

3. Optimize the cannabis business website for local search

The next step is to optimize the content on your cannabis business website, making it all directly pertain to what the customers located around your store are looking for. 

Basically, you want to optimize your website content for local search. 

Review and determine: 

Do the language and tone used throughout your cannabis business website content reflect your brand as well as the local lingo of the area?

Are the pictures used on your business website taken in local spots near your location?

Do the geo-tagging tactics being used include local information on the images?

Is your cannabis business contact and location information accurate and easily seen on the website?

Are the hours for your cannabis business visible and up-to-date?

Making adjustments to any of these website elements will benefit both your cannabis business and your customer. 

These factors help cannabis consumers in your local area to find the marijuana products they are looking for, thereby helping to increase the foot traffic coming into your store. 

Take this cannabis business hyperlocal marketing a step further and hire a content marketer to review your website URL structure, the use of hyperlocal keywords, the website language settings, the copy and the content, and more. 

Doing this will increase the likelihood of Google and other search engines considering your cannabis business to be as local as local can possibly be.

4. Conduct hyperlocal cannabis keyword research 

Keyword research is important for the hyperlocal marketing of your cannabis business. 

If you’re not entirely sure where to start with keywords for your cannabis business website, think about specific keywords that are relevant to your business and the products or services you offer. 

The most commonly searched keywords are the most competitive, so the Loud Dream (yeah, that’s $800 per ounce) is to find high-ranking cannabis industry keywords without a whole lot of competition. 

These keywords are ideal because they tend to yield the fastest results – that is, of course, assuming you have your content optimized. 

You can use Google Analytics to identify the existing keywords driving the most website traffic for your cannabis business, and then target those as well as the keywords selected through the use of an SEO keyword research tool. 

The Different Types of Keywords for Cannabis Hyperlocal Optimization 

There are a variety of keyword types that can be used to hyperlocal optimize your cannabis business website. 

The more specific the keywords are, however, the better. This is especially true for those website pages tucked deep within your site (e.g., a specific cannabis product on your dispensary menu or service your cannabis business offers, like delivery.

Root – This is the primary keyword you are targeting (e.g. cannabis, marijuana, and CBD products)

Qualifier – This is the word(s) added to your root keyword, typically revolving around an adjective (e.g. terpene-rich), a brand (e.g. DankName), location (e.g. California), in addition to the application, product type, or product feature

Modifier – These are keywords similar to one another, but modified a bit. For example: heady, headier, and headiest (glass)

Synonyms: People don’t always search for the same keyword each time they use a search engine. (e.g. cannabis products, marijuana products) 

Singular and Plural – Some cannabis industry searches, conducted by the same consumer, will include both singular and plural keywords (e.g. glass bong, glass bongs)

The process of finding keyword variants based on your root keyword is known as keyword stemming and is an effective way to generate a list of keyword variations that you can include within your cannabis business website copy.

Google can tell that all of these keywords basically mean the same thing. So, you can still optimize the copy on your cannabis business website without stressing over making your list of keywords fit into your sentences in the exact way in which they are listed in search data.

Furthermore, you do not want to get stuck focusing on the same keyword or keyword group across more than one page. If you do, the different website pages with those keywords will compete with one another. 

This leaves Google unsure of which website page to rank. 

For instance, if you had three website pages all heavily targeting “Oceanside glass pipes,” you may lose out on the more highly ranked positions in search engine results pages, as opposed to having just one page properly optimized for that keyword phrase. 

It’s important to have a clear direction for placement of which keywords are targeted on which website pages. 

Bonus Tip: Add a live Google Map to your cannabis business website as a way to direct the local shoppers to your physical store location. This will also help increase your cannabis brand visibility within Google searches. 

5. Create hyperlocal cannabis business blog content

Hyperlocal marketing isn’t just talking about your cannabis brand and the products you offer on social media with the location included. It’s about applying real-world cannabis community knowledge to your own cannabis business model, with the geolocation of your business considered to be the primary factor. 

For instance: Knowing the details about upcoming cannabis events happening in the community – such as the recent Farmers Cup 4/20 or the grand opening of a new cannabis topicals store– the interests of the cannabis consumers in the local community, the local holidays and traditions, and even the weather and its related trends throughout the year will be important when personalizing the customer experience your cannabis business provides. 

This will ensure your customers come back again and again because your business has shown to truly understand where they are coming from (literally), what they are into, what they need, and where they go. 

Once customers start to establish a consumer-brand relationship with a particular cannabis business, the management and the staff can then learn how to personalize the hyperlocal blog content that the business produces for its target audience. 

Hyperlocal content for cannabis businesses includes a combination of education and entertaining blog posts, videos, infographics, and social media posts that are specifically relevant to the business’ geographical community. The hyperlocal content will build brand awareness in that defined area. 

Consistently publishing hyperlocal blog content on your cannabis business blog will take you far with your hyperlocal SEO. If your brand can leverage ideas that will emphasize its vicinity in the content, that will increase the ranking of pages that focus on location. 

Additionally, your cannabis brand should have an active social media presence that is frequently sharing photos and videos of the business being active within the local community – such as by participating in local cannabis events, farmer’s markets, trade shows, and networking events – and including the location on the post before posting it to the social platform. This social media content should correlate to the recent website content, driving the social media followers to your cannabis business website. 

By creating hyperlocal content, your cannabis business can better target and reach cannabis consumers to turn them from browsers making local searches in your area into customers who keep coming back to specifically buy from your brand. 

The key is to create hyperlocal content your target audience is actively searching for online. The types of content consumers look for range from images, videos, and blog articles to testimonials, case studies, infographics, and podcasts.

Discover the type of content that most resonates with your target audience by running surveys and quizzes with your current customers. Do this effectively by reaching out to your customers on the platforms on which they are most active. 

Optimizing Hyperlocal Blog Content for Cannabis Businesses

As always, content reigns keing, and it’s essential to optimize your cannabis business hyperlocal blog content for search engines. 

Once you have finished with your SEO keyword research, it’s time to create locally optimized blog content that will help your audience to better understand both your business and the products you offer.

When creating hyperlocalized content for your cannabis business, make sure to utilize location-based keywords such as “downtown” or “Tacoma” (a downtown neighborhood) if you are trying to rank higher in the local results. You can also research that specific location and other adjacent neighborhoods using landmarks, local events, popular destinations, or local traditions. 

For example, instead of using keywords like “recreational dispensary San Diego”, consider targeting a smaller geographical area with “recreational dispensary Miramar Rd” or “recreational dispensary Hillcrest”, which would be far more relevant if your dispensary is located in either of those places. 

After you have chosen your hyperlocal keywords, make sure to use these keywords within the website content page titles, meta descriptions, heading, body text, image alt, and also your Google My Business profile in order to hold a better chance of ranking higher for local search queries by cannabis consumers around your business. 

Ready to implement hyperlocal content marketing strategies for your cannabis business?

Are You Ready to Get Hyperlocal With Your Cannabis Business Marketing?

Hyperlocal marketing has been getting a lot of spotlight lately. Many cannabis businesses have already begun leveraging hyperlocal SEO in their content marketing strategies and the ones that haven’t are going to be left coughing in the smoke clouds. 

Smaller cannabis businesses that use hyperlocal content marketing stand a solid chance of competing against the bigger cannabis companies. 

If you’re ready to start working towards your raising your local presence among the cannabis consumers surrounding your business,contact Booklexia Content Marketing today so we can design and implement a hyperlocal content marketing strategy that will elevate your cannabis brand. 

Interested in more content marketing resources? Start here.

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