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As the single most popular search engine on the internet, it isn't farfetched to say that Google has solidified itself as the central hub of the world wide web. Today, Google is the primary gateway to most information being shared around the world daily. Every time someone wants to look for anything on the internet, they turn their sights to Google.

Then, it should come as no surprise that Google is also a powerful tool for marketers and business owners to broadcast their business to the world. If used correctly, Google can enable millions of people to access the necessary information that they need to interact with the online presence of your business. 

An Increasingly Competitive Digital Landscape

In the age of digital marketing, the internet is a hyper-competitive battleground, with businesses of all sizes competing against one another for attention, retention, and conversions. The cannabis market is no different. As new legislation and regulations are passed every year, it is becoming easier and easier to own and operate your own legal cannabis dispensary. But, with so many cannabis-related businesses competing online, how can yours hope to stand? The simple answer is by optimizing your Google Business Profile.

What is a Google Business Profile?

In the simplest terms, a Google Business Profile is a vital, free-to-use resource that allows you to control every facet of your business' presence on the internet. Optimizing your Google Business Profile will guarantee that your business is being broadcast to the right people on Google. Prospective customers will be able to interact with your company, leading to an immediate increase in revenue and growth. 

Setting Up Your Google Business Profile

Google doesn't allow just about anyone to create a Google Business Profile. So before making your Google Business Profile, you'll need to verify that your business is legitimate and operationng. You can do this by submitting the physical address of your business. Google will then mail you a custom verification code that you may then use to register your business. Once your profile is set up, you'll be able to customize various details. These include product descriptions, business hours, and other general information you'd like to share with your customers. 

How a Google Business Profile Will Benefit Your Dispensary

Optimizing your Google Business Profile will increase the visibility of your dispensary and allow you to organically grow your business. Today, buyers prefer to be well informed about a product or service before purchasing. This means that most people will turn to Google to educate themselves and make informed decisions. Optimizing your Google Business Profile will ensure that your business is the first someone will see when they're in this research phase of their buyer's journey. 

Conversely, your dispensary may never garner the brand awareness necessary for success without optimizing your Google Business Profile. A well-optimized Google Business Profile won't just ensure digital success; it'll also enable potential customers to find your physical store location. You can share your store location on your Google Business Profile to ensure that anyone can find it online.

How To Claim Your Dispensary Listing

Suppose your business starts experiencing success and growth without a Google Business Profile. In that case, you may find that Google will establish a profile for you without you ever needing to lift a finger. Still, it's always best for you to control every facet of how your business is seen online. You'll need to claim rightful ownership of the profile to do so. The process that follows is similar to the verification process we previously mentioned. Google will mail you a verification code, and you can use it to officially claim the profile as your own. 

Getting Started on Google 

Growing your presence on Google might sound like an insurmountable hurdle for new business owners, but it isn't. The whole process is honestly a lot simpler than one might expect. First, you have to pay attention to ensuring that the details you share while registering your Google Business Profile are accurate. Inaccuracies can negatively impact your search engine optimization, rendering potential customers unable to find and engage with your dispensary business online. 

Key Optimization Tips

Here are a few simple tips to better optimize your Google Business Profile:

  • Use Visually Appealing Images. Appealing visuals have been a key factor in successful marketing even before the internet existed. This still holds true for your Google Business Profile. Use images relevant to your business, and grab people's attention. Take the opportunity to show customers your business' unique brand identity. 
  • Encourage Customer Reviews. Feedback matters; your customers want to feel heard. Your Google Business profile can help you accomplish that by allowing customers to leave reviews about their experience with your business and products. More importantly, people want valuable insight into existing customers before spending their money. So when a prospective buyer goes online to look for reviews, they'll find your business, directly increasing your conversion rates. 
  • Categorize Your Business Correctly. Make sure you've selected the relevant category for your business. For example, if you own a cannabis dispensary, categorize your business as such rather than just a ‘retail store.' Failing to do so may result in your business getting lost in the flood of thousands, if not millions, of other stores in such a broad, general category. Instead, use the categorization feature as an opportunity to carve out a niche for your business. 
  • Post Frequent Updates. Google's algorithm prioritizes business profiles that are regularly updated. So take the opportunity to post about new products and services and keep up communication with your consumer base to ensure that your business never loses customers' attention. 


An Ever-Changing Landscape 

The internet is constantly growing and evolving. Google regularly introduces new features to its services that can enhance user experience and benefit business owners in various ways. That said, it's important to always keep your finger on the pulse. Learning the best way to use each new feature and leverage each policy change can be difficult. Still, it can also provide an opportunity for accelerated business growth. 

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