In our last installment, we introduced the idea of buyer personas and why they are so important for dispensary marketing. Continuing this discussion, here are 4 tips on how to shape and mold buyer personas into useful tools:
1. Ask Thoughtful Questions
When creating a buyer persona, it’s best to begin by asking a few basic questions:
- What are the persona’s main frustrations?
- What are their goals?
- What types of products or services are they seeking?
- How can your dispensary or cannabis company fulfill their needs?
It’s also important to ask questions regarding their demographic background, like:
- Geographic location
- Work occupation
- Educational level
- Income and budget
- Whether they are a medical or recreational cannabis user
In the cannabis industry, geographic location is very important. Each county and even city has specific laws that might limit customer options as well as dispensary activity. By understanding where your customers are located, it can help you understand how to direct your content. Personas are especially helpful for integrating keywords in local cannabis SEO campaigns.
Need guidance on how to create personas for your dispensary?
2. Don’t Make Assumptions — Use Data Instead
The single biggest mistake we’ve seen cannabis companies make is assuming that they know their audience already. This happens when they don’t rely on data to support their cannabis marketing efforts. The irony is that many cannabusinesses and dispensaries already have an abundance of data that they can use.
A discerning cannabis marketing agency can point out different areas where data can be used. You’ll want to pull this data and see where most of your sales are coming from, and which areas can use more marketing juice. Data for personas can be gleaned from:
- Form submissions
- Phone calls
- Google Analytics and other metrics tools
- Customer reviews
- Survey results (a main reason to conduct surveys is to update personas)
- Social media engagement
Customer reviews and testimonials are extremely useful here. Information that comes straight from the customer’s mouth is like cannabis marketing gold — be sure to provide ample opportunities for your customers to provide feedback.
Note: Persona data may also be highly subject to cannabis market trends and influences; the better you understand your market, the better you can articulate your dispensary marketing goals.
3. Focus on Quality, not Quantity
A question that many of our clients ask us is how many personas they should have. This can depend on a number of factors, but it’s best to have only a few set personas rather than many more. 1-3 solid, functioning personas per campaign should be sufficient. In fact, having too many personas is counterproductive and actually defeats the purpose, since personas are intended to narrow your audience.
At the very least, you should have one main persona that captures your top customers. Spend some time really fleshing it out and understanding that audience’s needs. Master that space first. From there, you can create more as needed, and can also eliminate any that are no longer relevant to your business needs.
There’s no strict pattern or formula when it comes to creating personas; just remember that their main purpose is to give you a better understanding of how to prioritize your leads and customers.
4. Work With a Professional Cannabis Marketing Agency
While buyer persona development is central to cannabis lead generation success, it can be a complex undertaking. Many cannabusiness don’t have any experience with personas and may need direction on how to create and use them. That being the case, cannabis businesses would benefit greatly by working with a professional cannabis marketing company to help generate personas.
At 4Blooms, we have comprehensive experience in assisting dispensaries and other cannabis businesses develop well-researched personas. We have seen how targeting the right customers can boost lead generation and yield fantastic returns. Persona creation is the cornerstone for every cannabis marketing strategy that we customize for each of our clients.
We’d love to hear from you! Get in touch today to get started on a customized persona-driven marketing campaign for your business.