Need advice...

Long time listener, first time caller.... Guys i need your advice.
If i am posting in the wrong forum mods please move my post to the correct section. My friend owns a medical marijuana dispensary - he is doing ok, but obviously he would love to do much better. i really want to help market this business because he invested into my other hobby. its a tough business to market for lots of reasons . What do you think is a good way to promote and market it. He does have a website and its not on the first page in Google. He is not using Social Media at all (but i want to wait till new Timeline comes out for businesses and then introduce him to facebook and other platforms)
All input would be greatly appreciated and by the way - there is an opportunity for somebody with a great idea to make money on it - I would want to find a person to implement this great idea in real life.
Again all input is appreciated

Doing nothing and getting everything is not a good idea. First need your keywords for which you want to rank on google and then hire link builder for this purpose.

medical marijuana collective isnt exactly a business where you create a yelp account and have people review it.... i was asking about general marketing strategies for it. Of course seo is one of them to give the business good serp, but i highly doubt alot of people use google to find good weed. it has to be out of the box thinking.