Nov 27

Turn More Cannabis Website Leads Into Sales

(Part 4 of my Inbound Marketing for Cannabis Brands series)

Now that your website visitor is more than an anonymous data point, you are ready to close the deal and turn them into a customer.  Perfect timing, as they are at the decision stage of their buyer’s journey.  Now is when you leverage the data in your customer relationship management system [CRM], and pitch your products/services as the solution to their pain point through relevant digital marketing and other automated workflows. 

Using customer personas

Prior to launching your inbound marketing program, you should develop a set of customer personas.  Essentially, a persona represents a segment of your customer group, clustered around a particular characteristic.  Leveraging your personas, you’re able to build unique segments in your CRM database.  Discover meaningful ways to segment your customers.  Too broadly grouped, and you won’t build a clear understanding of who your prospect is.  Too granular, and you’ll create a ton of unnecessary work for yourself.

There are many different ways you can segment your database:

  • By company [B2B] (size, type, geography, etc).  Segmenting by company could give you insight into purchasing power, and a company’s geographic location could be critical if your product contains THC (you can’t ship across state lines yet).
    By role [B2B] (seniority, function, etc).  Segmenting your leads by role can help make sure you are selling to the right people – for example, I can’t make purchase decisions for my employer. 
  • By behavior [B2B or B2C] (conversion events, email opens, page view, etc).  This is where integration between your CRM and your website content management system (CMS) comes into play.  With a tight integration, your website will be able to record behavioral events to your CRM, and you can follow-up with relevant offers.
  • Cannabis personas can generally be categorized into 3 overarching types – medical, and adult-use (which can further be segmented into regular and casual).  These segments will give you valuable insight into customer needs, cannabis experience (and therefore education needed), etc.
  • Clustering your sales leads into customer personas allows you to target your outreach and will increase your odds of closing the sale.  Because you know what conversions your lead has gone through, you won’t pitch them the same content – rather, you’ll pitch the products/services most relevant to their prior conversions. 

For example, if your website visitor is a medical customer (based on their click path) you’ll be able to focus on symptom alleviation; and if they’ve converted around a particular symptom (e.g. downloaded a white paper), you can sell products around that symptom specifically.  Conversely, if your visitor is an adult-use customer you can take a more experiential approach; going into greater detail if they are a regular consumer (based on their engagement with your email campaign), or more education if they are a casual one (if there is no prior engagement).  Whatever the case, by integrating your CRM into your website you’ll also be able to pre-populate forms with as many data points as possible, further making the lead feel like you know them (which by this point, you do). 

Leverage automated workflows

Automated workflows give you a hands-free way of nurturing your leads, and moving them down your sales funnel toward closing the deal.  By integrating your CRM and your CMS, you can set up marketing and sales events to occur automatically after a conversion event happens on your website.  For example, say a lead downloads a white paper on the benefits of CBD, after searching “using CBD to manage pain” on Google to find your website.  Your CMS records all of this to your lead’s record in your CRM, and the right CRM could be set up to automatically send a prebuilt email to this lead a week later with a discount offer on your CBD pain relief product.  No touchy. 

You could also use automated workflows to recapture users who abandon their shopping cart (assuming your brand doesn’t “touch the plant”) by re-engaging them with an email to bring them back and close out the sale.  Automated marketing is a great solution to keep your sales leads engaged and nurture the relationship toward a closed sale.  All of the work is up front – integrating your CRM and your CMS, building your workflows, writing your engagements, etc.  But once these things are in place, you only need to A/B test and optimize the system.

Keep in mind, if your cannabis brand ‘touches the flower’ you’ll be limited in what closing an online sale looks like – instead of a closed sale or cart check-out, it might be an in-store sale, or a phone call to place an order. Ensure your CRM is properly hooked up to your point-of-sale system to ‘attach’ the sale to the right customer – and apply ROI credit per your attribution model.  By using appropriately-segmented customer personas and leveraging automated workflows, you’re sure to watch your revenue grow.

Article by:

Chad Reiling
Digital Marketing Director
Studio 420 – A Cannabis Friendly Creative Agency
(303) 476-3057
LinkedIn:  /in/chadreiling | Twitter @chadreiling