Influencer marketing

In 2021, social media marketing is more important than ever. An in 2021, making sure that influencer marketing is a part of your social media marketing strategy is a must. 

While this article won’t be about social media marketing at large, – for that, refer to our other article on social media marketing here – it will be mainly focused on influencer marketing. Mainly, how to find the right influencers for your dispensary.

As we all know, cannabis dispensaries are very restricted on social media platforms. But this fact makes influencer marketing that much more useful. Why? Because unlike cannabis dispensaries, who may be very wary of breaking any social media guidelines, influencers are generally less so affected by these guidelines.

That means they’ll have a bit more freedom to post pictures of things like products in their posts where a cannabis dispensary may be a bit more hesitant to do so. 

On top of this, influencers provide 3 other main benefits for dispensaries. Those being:

  • Increased reach
  • Extra content
  • And customer trust

So, how do you find the right influencers for your dispensary? That’s what we’ll be looking at in this article. In this, we’ll have three main considerations: fit, reach, and reliability. 

On top of this, we’ll also be looking at how to find them and how to turn your customers into influencers for your business.

To start, let’s look at the 3 main things you should think about when choosing an influencer.

Main considerations when choosing influencers

Fit

The first and most important thing you’ll want to consider when choosing an influencer is you’ll want to determine how well who they are and what they do fits your dispensary, its values, and your customers’ possible areas of interest. In that, there are 4 main areas of consideration:

Personality

The first thing you’ll want to consider is their personality and whether or not their personality is one you want to be essentially representing your brand. How do they interact with their followers? With others on social media? What are they known for? 

This part of picking an influencer largely depends on your judgment, and the most important thing here is making sure you pick someone who won’t get you and your brand wrapped tied up in or even associated with something unwanted.

Genre

The next thing you’ll want to consider is what genre does the influencer in question fall in to? Are they a fitness influencer? A lifestyle influencer? A tech influencer? 

Whatever it is, make sure that the genre they’re in would be one that your customers or possible customers would be interested in. 

Niche

Similar to genre, you’ll want to make sure the influencer in question is within a niche that is cannabis-friendly. You don’t want an influencer whose main niche is home decor to be showing your product to their audience of middle-aged moms.

Type of reach

The last thing here you’ll want to consider is the type of reach that they have. Does it come mainly from social media channels? Or through their website? 

Whatever it is, you’ll want to make sure that the way they reach their customers is one in which makes it likely for your customers or potential customers to find them and see their posts about your products.

Reach

After fit, the second main thing you’ll want to take into consideration is their reach. How many people are they reaching and how are they reaching them? And are your customers likely to be on the platforms that they’re using?

When it comes to how many people they’re reaching, most of the time that will be made obvious by their social media followings. When it comes to this, more followers isn’t always better. While some influencers may have a lot of followers, they might not get a lot of engagement. 

This is why is so important to not only check followers but to also check the like and comments to see if people are actually interacting with their posts. 

On top of this, the type of platform is important as well. Making sure it’s a platform where your customers or potential customers are likely to find them is a must.

Reliability

After you checked the boxes of fit and reach, you’re ready to look at their reliability. Are they consistent? Have they worked with other brands? Are their followers actually buying what they’re promoting? These are all important questions you’ll have to answer for yourself when evaluating your potential influencers. 

How to find influencers

Now that you know how to choose them, the question is this: How do you find them? 

It’s always good to start by looking for people or influencers who may already be posting about and advocating for your brand online already. You can find these people by simply searching hashtags or your brand name on different social media platforms and looking at results that aren’t related to your dispensary. 

If you don’t find anything there, then you can always look at other brands similar to yours and see who they have picked as their influencers. These influencers, or influencers like them, may be a good fit for your brand as well.

If you don’t feel like doing any of that, then you can easily turn your customers into influencers for your dispensary with a little encouragement. Doing things like offering a free pre-roll or piece of merch in exchange for a post can go a long way and may even lead to you finding some long term influencers for your brand. 

Recap

Now that you know how to choose the right influencers and how to find them, your influencer marketing strategy is ready to launch. But having an influencer marketing strategy is just one part of a comprehensive dispensary marketing strategy. For that, you’ll need more.

Want to learn more? Check out our other article here on dispensary social media marketing, and check out our blog here to check out all of our other articles about all things cannabis CRM and marketing.

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