If you run a CBD company, you got in on the business at the right time.
The CBD industry is poised to explode in America. With the country-wide legalization of hemp in the 2018 Farm Bill, loads of entrepreneurs have already begun to dip their toes in the extremely profitable world of CBD products.
Touted as some kind of wonder drug, CBD appears to work wonders on various medical conditions, both physical and mental. Unfortunately, CBD still suffers from a reputational association with its psychoactive counterpart, THC.
For that reason, the need for CBD advertising has never been greater. Today, we’re going to discuss how to market CBD products online so you can take your CBD business to the next level.
Products that help with anxiety, depression, inflammation, and even epilepsy shouldn’t make people skeptical. Fortunately, we believe that better CBD advertising can change that. Here’s how to do it.
First Of All, What Is CBD?
If you’re looking at getting into the CBD industry, here’s what you need to know:
Cannabidiol, or CBD for short, is one component of both the hemp and cannabis plants. As stated above, it seems to be a powerful substance for treating many conditions, so it’s been turned into an extremely profitable industry. The CBD oil sector is expected to be worth in the neighborhood of $20 billion by 2024.
That doesn’t mean that it hasn’t had its struggles. Because it’s so new and studies are still being conducted, most of the evidence of the benefits of CBD is anecdotal. This restricts CBD companies’ ability to advertise the way they’d like to, but there’s still a lot of optimism associated with this magical little substance.
For those that have a stake in CBD already, you know about these struggles. Let’s talk about how you can better advertise your CBD company to take it to the next level.
Finding the Best CBD Advertising Strategies
CBD advertising is a little bit different than in other marketing areas. You have to be smart and crafty to advertise your CBD products the right way. It’s all about understanding the challenges and coming up with interesting ways to move past them.
The Problem Thus Far
There are a lot of challenges when it comes to advertising a new CBD product. Here are a few:
- Not that many people really know what CBD is or what it does. Until the public is better educated on the facts, you have to factor this lack of knowledge into your advertising strategy.
- The public won’t know much about CBD, let alone accept it as the powerful substance that it is until research uncovers more about its benefits.
- Despite that, the market is getting crowded.
- There are massive branding issues for a lot of CBD product manufacturers.
Developing a great content strategy for your CBD company is among the best ways to find your audience. You’ll notice with other CBD product companies that they take great care in explaining why their products are beneficial through their blog.
Since many of your prospective customers aren’t going to understand what CBD is or does, it’s important that you explain it to them. You want to have a regular stream of engaging and interesting CBD-related content coming from your company. If you establish yourself as an authority on the matter, you’ll see a boost in traffic and sales.
Social Media & Influencer Marketing
Building trust with your audience is also paramount when marketing a semi-foreign substance. You can do this by building a good following on social media and showing them the ins and outs of your day to day operations.
Giving them a peek behind the curtain will help shed light on an industry that has been closely associated with cannabis, which doesn’t have a great reputation. The more you can post about how you extract CBD oil, how you add it to your products, and how using the products is completely safe, the better you can build that trust.
To grow your social media following, you can try out influencer marketing. Since you’re likely going to start with a younger audience, it’s good to find new customers over social media. If you can’t gain their trust on your own, use the clout of someone with their own following to give you a hand.
Not only will this bring in new people, but it can help you build your brand.
Let’s deal with the issue of market crowding. Since there are so many new CBD companies popping up, and we’re sure to see more in the coming years, you’re going to have to take your branding to another level. Building a great brand that can both attract current CBD users and people that are thinking about using it is crucial.
Part of it will come from a great social media feed combined with a solid content strategy. If your website and socials have a great look and a consistent, powerful voice, then you can really establish your brand as a force to be reckoned with in the world of CBD.
Take a look at some other CBD companies and you’ll notice that they all have a similar vibe to them: vaguely medical, naturopathic, or associated with cannabis. If you can break the mold a little bit with something unique, you can get ahead of the competition. But, you have to make it work.
CBD Specific Marketing Pros
There’s no doubt that CBD advertising is a completely different beast than advertising for any other kind of company. The unique challenges that it presents are daunting for most digital marketing professionals, but not us. If you want to advertise your CBD company the right way, use marketers that understand the industry on a deeper level.
At Forge Digital Marketing, we specialize in CBD-specific influencer marketing, social media marketing, web design, SEO, and brand identity design. You don’t have to do the whole digital advertising thing on your own, hire a company that can help you promote your CBD products the right way.
Explore CBD Marketing Tactics here.
Truly successful brands build a strong brand identity and a reputation for quality. Here’s a few that did just that:
PatagoniaCollege campuses beware – young, handsome collegiates will be wearing Patagonia’s brightly patterned, incredibly obnoxious fleece for years to come. It’s become a symbol across America everywhere that says, “Yeah, I’m involved in Greek Life” or “Yeah, I’m a stoner with a trust fund and a penchant for sleeping outside.” But, all joking aside, Patagonia actually does it job. Really damn well. Patagonia’s quality makes it a reputable choice for all age groups. If that college boy ever finds himself on a mountain, his fleece will keep him warm. That’s the magic – it’s a versatile piece that can serve as a stylish accessory or to do as nature intended it to: climb a freakin’ mountain.
L.L.BeanAnother product that has taken the youth by storm and yet never seemingly worn in any of the conditions it was made for: L.L.Bean. Many of LL Bean’s Duck Boots orders are going to people who will never hike or climb in them. Cue the sad music. I’ll wait. Yet with every stitch, LL Bean screams quality. It means that if your feet step off the concrete for a second and you find yourself grizzly-bear watching in Montana, those trusty stylish boots will do their thing.
VANSThose canvas skate shoes sure make you feel edgy when you put them on. Trust me on this., I buy Vans;, I feel like Tony Hawk. Have I ever touched a skateboard? Um… no. However Vans has been around a long, long time, and while they’ve done a good job with their new designs appealing to young people and becoming “hip” once more – they also do their, you know, job. I like to daydream up scenarios where somebody throws me a skateboard and I’ve got these bad boys on. I just hop on and I’m a master. I do a sick 360 flip and everyone cheers. My trusty Vans save the day and I win the skateboarding competition.
So… What’s the Lesson?Quality is a powerful tool for a product. It’s great to be known for the quality or the performance. Pair this with a strong brand identity and you’ve got a winning combination. If a consumer can a) buy a product as an expression of their identity and b) see that it actually serves a purpose beyond fashion, the consumer now has a brand that can satisfy both needs. It’s a yes from me!
Go digitalThis one is very important. These days, everything is online, and a product’s online presence is almost as important as its physical one. A nicely designed website and social media campaign goes a long way. I’m not going to purchase your fitness product if I can’t find any information about it online, or even worse, the website is a hot mess. (Sorry, website.) Better yet? Get yourself an app.
Get those testimonialsI really like before and after pictures, and it turns out I’m not the only one. I like reading about how a person’s life completely changed after using a product. I mean, this person was a real mess, right? And then they use this new product and in a month they have an awesome job, lost twenty pounds and are having terrific luck in the stock market. Every product, especially when it comes to the fitness industry, needs to bulk up on its brand trust. Testimonials are a great way to do this. If you’re confident in your product, it shouldn’t be an issue gathering a few testimonials to drive home that you can be trusted.
Invest in photography
You know what doesn’t catch someone’s eye? A grainy iPhone shot of your product propped against a white background that could (although not confirmed) just be curtains. It’s worth it to get a few great shots of what you’ve got. If someone asks you what exactly it is that you’re selling, wha-BAM! you whip out a photo of your product in action. It’s so moving that people are crying as they pull out their check books.Understand that launching a new fitness product is hard work. Take the time to create a kick-ass website and a message for yourself. Invest in photos that represent the product as it should be, and what it can become to your target audience. As a culture, we have gravitated towards the “feel” and “aesthetics” of fitness. The sleek, fresh new styles that we incorporate into our digital lives (think FitBit) and physical (those sleek new Nikes you have your eye on) have replaced the epic era that was practical red jumpsuits and sexy sweatbands. A website, message and compelling photography will help propel your brand into the spotlight. Ready to get started with those sweet photos? Check out this post on how to take better pics for your online business.