Why Dispensaries Hire Marketing Agencies Instead of In-House Teams

If you're a dispensary owner juggling compliance, product sourcing, staffing, and operations, marketing probably feels like just another fire to put out. But as more cannabis retailers pop up how you market locally becomes a major differentiator.

That’s where many dispensary owners face a pivotal decision: Do you build an in-house marketing team or partner with a cannabis-focused agency?

The Real Marketing Demands Facing Dispensaries

You already know cannabis isn’t like marketing a coffee shop or clothing store. Between ad restrictions, local compliance requirements, and the need for hyper-targeted local visibility, dispensary marketing requires more specialization than most owners realize.

At a minimum, effective local cannabis marketing includes:

• A fully optimized Google Business Profile (GBP) with accurate categories, services, hours, and localized content
• Local SEO targeting high-intent search terms like “Best Cleveland Dispensary” or “Strongsville dispensary deals”
• A strong review-building strategy to improve local SEO rankings and build credibility with customers
• An SEO-optimized website with location pages, menus, schema markup, and clear calls to action
• Technical SEO audits including site speed, Schema markup, internal linking, and technical SEO setup
• Analytics and reporting to understand what’s working and where traffic is coming from
  
  

You can dive deeper into best practices in our Ultimate Guide to Local SEO for Cannabis Dispensaries in Cleveland.

Challenges to Hiring an In-House Marketing Person

The instinct to hire someone full-time to “own marketing” is understandable. But the reality is, finding a single person who understands dispensary compliance, can write SEO content, track campaign performance, run Google listings, and manage social media… is rare. Most marketing pros specialize in one or two areas - maybe social media, maybe SEO, but finding someone who can handle it all and for the right price can be a challenge.

Even when you do find that “unicorn,” the risks are high:

• High salary costs plus overhead and training
  
  
• Turnover risk - losing one person can grind everything to a halt or put everything back on your shoulders
  
  
• Skillset limitations - they may be great at social but weak in SEO or technical setup
  
  
• Tool expenses - running SEO, reporting, and GBP tools adds up quickly
  
  

Marketing Alone - or Cobbling It Together - Isn’t Sustainable

A lot of dispensary owners start off managing marketing themselves or piecing things together:

• A budtender posts to Instagram
  
  
• The general manager responds to reviews
  
  
• A local freelancer helps with the website

We talk to dispensary owners every week who say things like:

“I was writing blogs at 10pm just to keep content moving.”
“Our budtender’s posting to Instagram, but we’re not seeing more traffic.”
“I asked my cousin’s friend to fix our website.”

This can work in the short term. But as you grow, get licensed in new locations, or face stiffer competition, the cracks show. You lose consistency. You can’t scale what works. And marketing becomes reactive instead of strategic.

Why More Dispensaries Choose Cannabis Marketing Agencies

Specialized cannabis marketing agencies (like Local Leaf Marketing) offer access to a team of experts who work exclusively in this space. You’re not relying on one person. You get a mix of strategists, SEO specialists, writers, designers, and local listing pros.

Benefits of Agency Support for Local Cannabis Marketing:

1. Expertise in Local SEO for Cannabis Dispensaries
   Our team uses proven methods to get dispensaries to the top of local search results. That means:
   
   
   • Optimized Google Business Profiles
     
     
   • Local link-building and citations
     
     
   • Review strategy to build trust and boost rankings
     
     
   • Location-specific landing pages with schema markup
     
     
2. Compliance-Focused Content Strategy
   Cannabis marketing rules vary by state—and even by municipality. We write and design content that avoids medical claims, aligns with your local laws, and builds long-term organic visibility.
   
   
3. Analytics and Benchmarking
   We don’t just send traffic reports. We track what’s working, what’s not, and how you stack up against local competitors. That includes foot traffic impact, GBP insights, and keyword position tracking.
   
   
4. Faster Execution and Less Risk
   Marketing campaigns are done on deadline, and there’s no single point of failure. You can pause or scale efforts based on seasonality, budget, or promotions without worrying about rehiring.
   
   

What the Industry Is Moving Toward

As recent Ohio cannabis news updates show, adult-use retail is expanding, competition is rising, and consumers are becoming more search-driven. That means local visibility is no longer optional—it’s foundational.

Whether you’re competing in a city like Cleveland or a smaller Ohio market, your ability to show up in Google’s Map Pack and drive local search traffic directly affects revenue.

That’s why more owners are taking a step back and asking: What’s the best way to get expert support, without losing time or overbuilding internally?

Final Takeaways for Dispensary Owners

• Local marketing for cannabis requires a broad set of skills: SEO, content, compliance, reviews, and analytics.
  
  
• Finding one person to do it all is difficult—and expensive.
  
  
• Many dispensary owners start by managing marketing alone or with a patchwork approach, but that rarely scales.
  
  
• Agencies give you access to specialists, tools, and proven strategies at a lower risk.
  
  
• Partnering with the right team lets you focus more on running your business, not chasing marketing fires.
  
  

Want to stop guessing and start ranking?

Visit our Cleveland Local SEO for Cannabis page to see how we help dispensaries grow foot traffic, reviews, and local visibility without wasting time.

Or check out more best practices in our dispensary SEO blog and stay ahead of the competition.