Top 5 Marketing Mistakes Dispensaries Make (and How to Fix Them)

Let’s be real—marketing a dispensary isn’t exactly a walk in the park. From regulations to standing out in a crowded market, it’s easy to make a few wrong turns. But don’t worry; we’ve got your back.

Here are the top five marketing mistakes dispensaries make and, more importantly, how to fix them so your business can thrive.

1. Forgetting About Compliance

The Mistake:
If you’re not playing by the rules, you’re playing with fire. Many dispensaries launch marketing campaigns without fully understanding the complex maze of cannabis advertising regulations.

Why It’s a Problem:
Getting flagged for non-compliance could result in fines, ad bans, or even losing your license. That’s a buzzkill no one wants.

The Fix:

• Know your local laws: Research advertising rules in your state or hire someone who already knows the drill.

• Use compliant platforms: Avoid promoting products directly on platforms that ban cannabis advertising (looking at you, Facebook and Google). Instead, focus on channels like email marketing or organic social media.

• Be clever with your wording: Skip words like “weed” or “sale” in ads and focus on benefits instead (e.g., “elevate your evening” or “find your calm”).

Insider Tip: When in doubt, consult a cannabis marketing expert, like us, who knows how to navigate the legal landmines.

2. Neglecting Your Website

The Mistake:
Your website looks like it was designed in 2015—or worse, you don’t have one at all.

Why It’s a Problem:
A poorly designed or nonexistent website is a major turnoff for customers. 75% of users judge a company’s credibility based on its website (Stanford). If your site isn’t up to par, you’re losing business before the first click.

The Fix:

• Optimize for mobile: Most customers are browsing on their phones, so your site better look good on small screens.

• Focus on speed: A slow-loading website will drive visitors away faster than you can say “sativa.”

• Highlight the essentials: Include online ordering, product details, and store info front and center.

Insider Tip: Don’t just build a site—build a beautiful site. A clean, modern design paired with user-friendly navigation will keep customers coming back.

3. Ignoring SEO

The Mistake:
You’re not optimizing for search engines, so your dispensary isn’t showing up when people Google “dispensary near me.”

Why It’s a Problem:
If you’re not on the first page of search results, you might as well not exist. 68% of online experiences begin with a search engine (BrightEdge).

The Fix:

• Use local SEO strategies: Claim your Google My Business profile and make sure your address, hours, and contact info are accurate.

• Include cannabis keywords: Use phrases like “best dispensary in [your city]” or “affordable edibles” in your site content.

• Add fresh content regularly: Blogs, FAQs, and product updates keep your site relevant.

Insider Tip: SEO isn’t a one-and-done deal. Keep monitoring and tweaking to stay ahead of the competition.

4. Focusing Only on New Customers

The Mistake:
You’re so focused on bringing in new customers that you forget about the ones you already have.

Why It’s a Problem:
Acquiring new customers is 5x more expensive than keeping existing ones (HubSpot). Neglecting your loyal shoppers means leaving money on the table.

The Fix:

• Start a loyalty program: Reward repeat customers with discounts, freebies, or points they can redeem later.

• Send personalized offers: Use email marketing to target customers based on their buying habits.

• Show appreciation: A simple “thank you” email or a freebie on their birthday can go a long way.

Insider Tip: Loyal customers are also your best marketers. Encourage them to leave reviews or refer friends with referral incentives.

5. Underestimating Social Media

The Mistake:
Your dispensary’s Instagram looks like a ghost town, or worse, it’s all product photos with zero engagement.

Why It’s a Problem:
Social media is where your audience hangs out, and neglecting it means missing a huge opportunity to connect with potential customers.

The Fix:

• Be consistent: Post regularly to stay top of mind. Aim for 3-5 posts per week.

• Mix it up: Share educational content, behind-the-scenes shots, and customer testimonials—not just product pics.

• Engage with your audience: Respond to comments, ask questions, and start conversations.

Pro Tip: Use Instagram Stories and Reels to showcase your personality and keep your feed dynamic. Bonus: It helps beat the algorithm.

Final Thoughts

Marketing a dispensary isn’t for the faint of heart, but avoiding these common mistakes can give you a serious edge. From staying compliant to building customer loyalty, every tweak you make can drive more traffic, sales, and happy customers.

Remember: marketing isn’t about shouting into the void. It’s about creating a brand that resonates with your audience, keeps them engaged, and makes them want to come back.

Fix these mistakes, and you’ll be well on your way to becoming a dispensary that customers can’t stop talking about.