Google My Business (GMB) is an essential tool for businesses to improve their online visibility and attract more customers. This is particularly important for cannabis dispensaries, where online visibility is crucial due to the sensitive nature of the product. In this blog, we will provide an overview of the essentials for optimizing your GMB listing.
1. Confirm Your Dispensary Has a GMB Listing
The first step is to confirm whether your dispensary has a GMB listing. You can do this by conducting a Google search to see if your dispensary appears in the results. If your dispensary is not listed, you can create a listing by logging into Google My Business using a Gmail address. If your dispensary is already listed but not claimed, you can claim it. However, if someone else has claimed it, you will need to submit a Request of Ownership to Google.
2. Verify Your GMB Listing
Google requires you to verify your listing to ensure that it is legitimate. You can do this through email, phone, or postcard verification. While phone verification is the easiest method, you must be available to answer the call. Postcard verification takes the longest time and requires you to wait for a postcard with a verification code to arrive in the mail.
3. Complete Basic Business Information
It is important to ensure that your business information is accurate and consistent across the web. Use the exact same business name that appears on your dispensary storefront, marketing collateral, and website. Use a local business phone number that a real person can pick up. Choose the most relevant business categories, such as “cannabis store,” and ensure that your business hours are correct, including holiday hours.
4. Create a Compelling Description for Your Dispensary
Your description should be brief but engaging. Focus on what makes your dispensary unique, and use up to 750 characters. Google will use the first 244 words in your description for the snippet, so make sure it captures the essence of your business.
5. Add High-Quality Photos
Google and consumers love visual content, so ensure that you upload high-quality photos of your dispensary’s interior and exterior, team members engaging with customers, and creative videos such as educational or how-to videos. You can also include a virtual tour of your dispensary to stand out.
6. Collect Authentic Customer Reviews
Authentic customer reviews can significantly impact your business’s online reputation, as 85% of consumers trust online reviews as much as personal recommendations. Encourage customers to leave reviews, but do not offer incentives, as this is against Google’s terms and illegal. Respond to both positive and negative reviews, as this shows your responsiveness and proactive approach.
Optimizing your Google My Business listing is a critical component of your dispensary’s digital marketing strategy. By following this checklist, you can improve your online visibility, attract more customers, and increase your revenue. For a more comprehensive GMB optimization checklist, download our free guide.