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Advertising, Marketing

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.

Content Marketing

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.

Brand Building

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.

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Blogging, Email Marketing, Marketing, Social Media, Video

Constantly producing high-quality content that is desirable is quite challenging, so make it a little easier on yourself by repurposing that content — turning it into other formats! We call this a content repurposing framework.

Studies reveal that while half of marketers struggle to produce enough content, only 29% repurpose content strategically.

Sounds like a huge area for opportunity right?

You are correct!

So consider spreading your brilliant content as far as possible and learn how to maximize its use to maximize your traffic!

Here’s how to repurpose your content:Canva for content repurposing - How to repurpose content marketing - Forge Digital Marketing | Naperville, IL

1 – Create content with the idea of repurposing it for something else.

This will make it easier to divide and mold it the way you want for another medium.

In addition, creating something with the idea of ultimately using it for something else gives rise to all around better content.

Content can be longer and more in-depth, dividing into sections as needed. This way, your audience will not feel like you are cutting corners.

It is equally important to create graphics with the intent of repurposing. They need to be embedded inline with your post and go along with your social channels.

If you lack resources of a professional graphic designer, consider using an online tool like Canva which allows you to create one image and size it for multiple applications like social media channels, blog images, and more.

 

2 – Make scroll-stopping content

Make that content (on whatever medium) really awesome.

Like, 10X content–ten times better than anything ever produced.

So it will probably be pretty lengthy.

Start with strong keyword research (obviously). You don’t want to spend a lot of time creating something no one really cares about or will search for on the internet.

Implement the Skyscraper Technique, coined by Brian Dean of Backlinko, so your content is extra mind-blowing.

Study similar content that ranks for your chosen keyword  (check out Neil Patel’s free tool, Ubersuggest) and fill in any missing information and/or offer new ideas to make your content extra desirable. Stay relevant and scatter keywords that will harness good traffic throughout.

Neil Patel - Ubersuggest
3 – Use convenient tools to help you repurpose content

Repurpose, repurpose, repurpose!

There are tons of tools to make turning your pre-existing content into something else more seamless: 

PrintFriendly will transform your blog post into PDFs. Just paste a URL and click a button. It is free!

SlideShare is also free and turns any article content into a slide deck.


4 – Turn written word into easily consumable video

 

Turning written words into video clips can be a lot more tricky if you don’t have an in-house video editing person. However, it’s very worth investing in video editing or animation services as it often takes a while longer to read something than to watch it. 

Did you know? Customers who watch video from your company are 2-3x more likely to convert than those who do not.

Consider creating explainer videos or star on screen yourself! Work on a condensed script so that you do not appear clueless in front of the camera.

Videos are a great way to show, not tell. You can further repurpose videos on different platforms. Publish on Facebook or on LinkedIn, or even make a YouTube mini-series with strong calls to action at the end of each clip to attract traffic.

 


Do you repurpose your content? If so, leave a comment below with your best tip or hack!

Need help boosting your content marketing strategy? Request your free discovery call with the Forge team now.


 

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Marketing
Have you ever thought the best way to market your newest product is to launch it into the freakin’ cosmos with the help of Rob Lowe? In what seems like an ever-higher standard to do the craziest, wackiest thing one can do to grab millennials’ attention, KFC is boldly going where no chicken sandwich has been before: space. Whaaaaat? I can think of a million things that may be more beneficial to launch into space, but hey, I’m not a multi-million dollar chain with money to blow on Chicken Sandwich Space Expeditions™. So what exactly is the plan, anyway? According to Kevin Hochman, KFC’s chief concept officer, “I have no idea how we’ll launch a chicken sandwich into space, but the marketing team thinks they can do it…” Well, okay. Good enough for me! In the playful advertisement, Rob Lowe, who is officially the newest Colonel Sanders (Yeah, I know, how much are they paying him?), gives an inspiring speech about how they’re taking the Zinger sandwich to – ahem – new heights.
If there’s one thing to be taken away from this, it’s that KFC is trying its darndest to get back in the spotlight. Nobody really talks about KFC anymore, at least, I know I don’t. So, what’s a chicken chain to do but dream up a huge publicity stunt starring their new, wildly popular chicken sandwich: The Zinger? Wendy’s has their “never frozen” beef, Chipotle has GMO-free food, Burger King has their flamed-grilled burgers (what does that even mean?) and KFC has, uhh… a chicken sandwich in space? Despite the hilarity of it, it’s actually proving effective in providing plenty of media coverage and exposure for the brand. Millennials and Generation Z are eating this kind of off-brand marketing up. Gone are the days of advertisements extolling features, benefits and wholesome family fun. Nope! We’re launching things into the freakin’ galaxy now. I wish I wasn’t serious, but I do believe this is the direction advertising is going. Nothing is too ridiculous, too unfeasible, for our industry giants to try. Advertising spending is only going to increase, and as consumers are forced to filter through more and more options, brands and their agencies are going to have to get very creative in their schemes to get consumers hooked. Robe Lowe sums up the feelings of this campaign quite nicely: “There is one question that will be able to answer with certainty very soon: Can you actually launch KFC’s world-famous Zinger chicken sandwich into space? The answer is: We certainly hope so. Our entire marketing campaign depends on it.” Craving more marketing knowledge with your Zinger? Check out these articles!
Why Advertising Has Shifted From Product Features to Brand Persona
That One Time Don Draper Collaborated With David Miami
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Creative, Marketing
I hate to be cliche and start an article about organization by saying, “In today’s crazy world…” but, well, in today’s crazy world it is hard to keep everything straight. It’s difficult to be productive when you have Santa Clarita Diet queued up on Netflix, an ever growing list of unanswered emails, and a venti double red eye coursing through your system. How do you boost your productivity and get through your workday without your brain melting? Hint: the answer is not snorting coffee beans, although I’ve been close – real close.

Tip Numero Uno: Get a Planner and Treat That Shit Like a Bible

I have a really pretty Lily Pulitzer planner that I bought one day on a whim. Little did I know that this small planner would save my life on multiple occasions. How many times have I thought to myself, “Oh man I have nothing to do today, awesome! Let’s go longboarding, let’s get coffee, let’s watch Netflix!” only to casually flip open my planner and see what my lovely past self left for me: a laundry list of things to do. Thanks, past self! I kind of hate you, but I love you at the same time. Tumblr GIF - Find & Share on GIPHY The takeaway here: Stick to your planner. Your planner is now your only friend: tell it everything, and don’t leave any details out! (It’s your only friend, after all.)

Stay On a Consistent Sleep Schedule

Early bed and early to rise makes a man healthy, wealthy and totally boring (here boring meaning actually functioning). Alright, I’m not trying to be harsh – but from Monday to Friday getting the same amount of sleep a night is critical. Last year I went to bed at 11pm and woke up at 7 am everyday. It did wonders for my productivity. Even if there wasn’t a reason to get up so early, I would. By 8 am I was dressed, had eaten breakfast, and could set my mind onto the day’s priorities. Work GIF - Find & Share on GIPHY

Read More, Text Less

No, really. Invest in magazines like Advertising Age, read up on Business Insider – devote thirty minutes of your day to running through the latest marketing news and you’ll have those references to fall back on when you’re in dire need of an idea. Another great resource is Hubspot for all your digital marketing needs. Rather than spend time looking at dogs on Instagram, take your minutes of free-time and turn them into Advertising 101. The Office GIF - Find & Share on GIPHY I have never regretted learning something new about this industry – whether a client or a agency member, there’s always something new to find out and utilize. And that’s a wrap! Stick to your planner, get some rest during the week and devote some time per day reading up on what’s happening in Advertising. 80S GIF - Find & Share on GIPHY Peace. Speaking of reading up on Advertising, check out these articles for your 5 minute daily dose of digital marketing: http://www.forgedigitalmarketing.com/2017/02/22/microtrends/ http://www.forgedigitalmarketing.com/2017/02/17/brand-gap/
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