Designing an effective marketing plan for your dispensary requires something more than just a strategy, it requires tracking and monitoring the progress of your initiatives. Most businesses often measure success strictly by looking at incoming sales, but there’s another factor to consider: cannabis dispensary KPIs, or key performance indicators. You are about to learn why measuring success by icome alone is a common mistake, and how to look at the bigger picture with all of your key performance indicators.
The following are signs you want to monitor in your dispensaries marketing plan – We are breaking down 53+ KPIs into seven main categories: website, Google, social media, paid, email, reputation, and finance. And in this article, we’re looking specifically how these are important as cannabis dispensary KPIs.
Unique Site Visits: How many potential customers are discovering your dispensary website for the first time? By increasing your unique visits, you are increasing your brand visibility and growing your potential customer base.
Organic Traffic: We’ve stressed the importance of optimizing your SEO strategy for this reason – organic traffic. Your organic traffic is users who find their way to your website through unpaid search results.
Mobile Traffic: Is your website optimized for your customer’s mobile device? We’ve taught you how to do this in our mobile optimization guide. 50% of mobile visits convert to in-store visits, so it’s important to track this metric for your dispensary.
Local Keyword Rankings: We’ve spoken in-depth about how important it is to dial in your keyword research and specifically how to do so for local search. If optimized correctly, your dispensary site will rank high organically on user search results leading to more impressions and therefore, more visitors to your website.
Track the following:
- Branded: If people are searching for your dispensary specifically by name, are they finding you?
- Local: If a user searches for a dispensary in your city, how are you ranking?
- Nearby: A user will type in ‘dispensary near me’ – How do you rank on your geo-targeted keywords?
Conversions: Conversions are a critical metric to track for your dispensary. You not only want to follow leads, but you also want to track how well your leads are turning into customers.
Track the following:
- Phone Calls: Implement and track your click-to-call button.
- Requests for Driving Directions: Implement and track a link for directions to your dispensary storefront.
- ‘Contact Us’ Form Fills: How many new leads are you capturing? What is the quality of these new leads?
- Menu Visits: How many user visits have viewed your dispensary menu?
- Deals Visits: How many users have seen your dispensary sales page? Are they converting into online sales?
- Online Sales: If applicable, what is your conversion rate for sales from your website?
Requests for Driving Directions: Requests for driving directions are often from activated consumers. By tracking this metric, you are determining how well your listing is educating and enticing your potential customer.
Phone Calls: How many incoming phone calls are you gaining from Google search results? Phone calls help you measure your listing optimization.
Photo Views: Photo views are a measure of user engagement. How many clicks versus views are you getting and are they pursuing additional information? You may need to optimize your listing with Google further.
Total Traffic from Google My Business: Once you’ve created your Google My Business listing, you’ll want to measure the success of your local SEO campaigns to determine achieved visibility in search results.
Engagement: Measuring your engagement – likes, shares, comments, views – on your social media content will help you better understand your customer.
Impressions: How many people are your social media campaigns reaching? How relevant is your content to your target customer?
Total Followers: Tracking your total followers allows you to measure growth and reach achieved from your marketing campaigns.
Total Traffic from Social Media: Are you taking full advantage of your social media platforms and gaining inbound traffic from your online presence?
Klout Score: Your Klout Score measures your influence on the online community by combining the analytics from all your social platforms.
Cost Per Click (CPC): Your CPC estimates the cost of your marketing campaigns. Your paid advertising are hard expenses, and you’ll want to track your ROI on your efforts.
Click Through Rate (CTR): Your CTR measures the effectiveness of your marketing campaigns. Are you still profiting
Total Subscribers: Is your email customer base growing? Email is still considered a very effective marketing platform, and its growth should be taken into consideration when measuring your success.
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Published: December 31, 2018