Due to a recent surge in enthusiasm surrounding cannabidiol (CBD) products, the demand for CBD marketing agencies that deliver is greater than ever. CBD is used by diverse groups of people of all ages and demographics. Many people even give it to their household pets. In a rapidly growing industry that can appeal to all walks of life, investing in your online marketing will help your company stay ahead of the competition.
If you’re involved in the CBD industry and are looking for the best way to market your products legally, ethically, and effectively, you’ll need help from an experienced marketing company. CBD is a multi-billion dollar industry, comprised of more and more competing brands each and every day. As a result, marketing a CBD company can be challenging, but it is what it takes to stand apart from the competition and generate more sales.
In order to teach you how Stodzy will market your brand and deliver real results, this article outlines:
- The importance of hiring a CBD marketing agency
- What strategies go into marketing a CBD company
- What tactics don’t work for CBD marketing
- How to target customers with your brand’s messaging and social media
- How to use SEO to move up in the search engine results pages (SERPs)
- How to use promotional offers and e-mail marketing to generate sales
Ready to get started?
Table of contents:
- Why Hire an Agency for CBD Marketing?
- Marketing Tactics for CBD Companies
- CBD Advertising: What Not To Do
- Know Your Target Audience and Brand Your Company Accordingly
- Search Engine Optimization (SEO) To Market CBD
- Lead Generation with Promotional Offers and Email-Marketing Campaigns
- CBD Marketing with Stodzy
Why Hire an Agency for CBD Marketing?
Between CBD shops and medical marijuana dispensaries popping up across the nation along with a growing online market, CBD is everywhere – and it’s hard to ignore. With all of the hype comes a lot of competition – which is why CBD marketing is crucial if you want to help more customers and increase your sales.
Not only that, but in order to market your CBD company effectively, you need to understand the rules and regulations when it comes to advertising in this industry. Although the government is working to continue relaxing laws around products containing CBD, paid promotions and advertisements of these products are banned across many online platforms. As a result, varying rules and changing regulations make CBD marketing a tricky and careful task.
Still, there is more that a marketing agency can do for you. When you hire someone experienced in the industry, they will help you differentiate your brand from your competitors, learn how to engage your target audience, and give your company the ability to retain customers for years to come.
If you truly want to see growth in your business as a result of an ethical and effective online marketing strategy, you need to hire an agency that you can trust. First, let’s look at everything that goes into marketing a CBD company.
Marketing Tactics for CBD Companies
Even though there are strict guidelines regarding paid advertising of CBD products, there are a number of proven online marketing strategies that will help you grow your brand and increase your sales. Also, it’s important to remember that the most successful marketing strategies implement a variety of different tactics rather than relying on one marketing strategy alone. When you choose Stodzy Internet Marketing to help your business, here are some marketing tactics we will use:
- Social media marketing
- Affiliate marketing
- Website development
- Content marketing
- Search engine optimization
- Email marketing
CBD Advertising: What Not To Do
You might be wondering why you should waste your time reading about what not to do and instead focus on what you should do. However, since the FDA doesn’t regulate CBD oil, there are a lot of restrictions as to what you can and cannot say. Even though the 2018 Farm Bill legalized CBD products derived from hemp, other cannabis products haven’t been legalized nationwide. As a result, many paid advertising methods for CBD products fall into a grey area.
It might be tempting to jump right into your regular old marketing strategy, but making just one mistake can cost you big time. As a result, it’s important to understand what you can’t do with CBD marketing. This way, when you’re ready to implement your strategy, you can rest assured that you’re abiding by all necessary guidelines.
First, you can’t make medical claims on your website, social media, or any other online platform. Even though CBD has certainly helped many people overcome an array of hardships, it isn’t regulated by the FDA. In fact, there is only one prescription drug containing CBD that is approved by the FDA to treat epilepsy. As a result, the FDA cautions against making medical claims because some CBD items on the market are of unknown quality. Despite how tempting it is to brag about how your CBD oil could help someone’s chronic pain, you want to stay away from these statements.
On the same note, any mentions of the benefits of CBD should be backed up by reputable sources. Only a medical provider can give medical advice, but you’re allowed to discuss how CBD can change a person’s wellness routine if you can provide and cite your evidence. If something cannot be backed up by science or research, it shouldn’t be used in your marketing materials – plain and simple.
Lastly, you must take caution when it comes to paid advertising. Platforms like Instagram and Twitter don’t let users run paid ads on CBD products. Similarly, advertising using Google Ads (Adwords) is risky, because you might see your ad get taken down or even be penalized from future advertising. Facebook, on the other hand, will let you advertise CBD products if they are derived from hemp, but if your products are derived from cannabis – you’re out of luck when it comes to paid Facebook ads.
Now that you know the basics about what you can’t do for CBD marketing, let’s take a look at what you can do.
Know Your Target Audience and Brand Your Company Accordingly
Over the last two years, CBD oils and topicals have emerged as useful products that people use to help treat a variety of ailments, from depression and chronic pain to insomnia and seizures. As a sort of “cure-all” product, it is sometimes difficult to know exactly which audience to target and where your brand fits in a rapidly evolving industry. Should you brand towards athletes who experience chronic pain? Or, should your brand messaging target mental health issues, such as depression or anxiety?
Finding the right fit for your brand is essential if you want to be successful in the industry. When you know where you fit in the industry and who your target audience is, you can begin to craft your products and your online marketing strategies to effectively solve your audience’s problems and fit their personal preferences.
When you work with Stodzy, we will analyze your current branding, messaging, and audience to reveal who is already interested in your products, what we can do to improve your messaging, and what tactics are needed to grow your brand and reach more customers. Once we’ve determined where your potential lies, it’s time to start connecting with your audience directly on social platforms.
Social Media Marketing
Social media marketing is a low-cost way for CBD brands to increase their brand awareness and drive new customers. CBD brands should completely fill out their social media profiles so they are active on Facebook, Twitter, and Instagram. Your profiles should contain information about your business, links to your website, and pictures of your products/store. In addition to filling out your social media profiles, you should post on them regularly and be dedicated to responding to your followers’ questions, feedback, and reviews.
Although creating a social media following is important, it’s crucial to focus on the quality of your online community rather than the number of followers you have. If you have 10,000 followers on Facebook, but none of them are actually interested in CBD or purchasing your products, then your social media efforts are going to waste.
Instead, focus on gaining followers organically over time. The best followers are the ones that are dedicated to your brand, interact with your posts, and share your posts on their own social media pages. A simple retweet by the right customer may attract far more attention than you anticipated – if you have the right community following you.
Affiliate Marketing and CBD Influencers
Are you looking for a way to put your brand out there and earn high levels of engagement? Instagram influencer marketing is one of the most powerful marketing tools that CBD companies should take advantage of. In a highly competitive market, you need to be able to put your content in front of people who might be interested in it. As a result, your brand needs high engagement levels in order to gain an edge over your competitors.
When it comes to CBD, influencers are in a unique position where they can avoid advertising restrictions while having the ability to market your product directly to a dedicated target audience. If you’re a smaller, new company, you might start with micro-influencers who have a smaller, yet more niche audience. Larger, more established CBD brands, on the other hand, may have a bigger marketing budget where they can enlist a well-known influencer to act as their brand ambassador.
Many influencers are viewed as regular people with huge followings. Among these followers, there are people who are highly receptive to the influencer and the ideas that the influencer stands behind. These followings are typically niche communities of people with similar interests. As a result, millennials and Gen Z-ers trust influencer marketing almost as much as word-of-mouth marketing.
To further explain the value of influencer marketing, studies suggest that 80% of marketers think influencer marketing is effective and 89% say it works just as well as, or better than, other marketing strategies at reaching three primary goals:
- Increasing brand awareness
- Reaching new audiences
- Generating sales and conversions
Regardless of your target audience, there are micro-influencers and big-time influencers out there who love CBD and will prove an invaluable asset to your marketing efforts.
Search Engine Optimization (SEO) to Market CBD
With all of the rules and regulations surrounding CBD and cannabis products on the internet, search engine optimization (SEO) is, by far, the safest and most effective long-term strategy to target your demographic, boost your website traffic, and increase your sales.
Unlike paid advertising or affiliate marketing, the cost of SEO tends to be cheaper and provides more steady long-term growth. However, doing SEO the right way isn’t easy, especially in the cannabis marketing industry. As a result, hiring an SEO specialist is the best way to make sure you’re getting the largest ROI on your marketing budget.
Search engine marketing (SEM) should be a top priority for your business because search engines are what will direct inbound traffic to your website. So, when setting up your SEO strategy, it’s important to consider which search terms people regularly use to find your products. For example, some search terms you want to rank for might include:
- CBD oil near me
- Where to buy CBD oil online
- CBD tincture
- Will CBD help my anxiety
- CBD oil for dogs
As you can see, there’s a lot of variation in these search terms. People buy CBD oil online and in-store – so depending on your brand and your business you might focus more on local search terms or you may focus on national ones to boost your online sales. On the other hand, ranking for terms that provide useful information about CBD, such as a blog on potential side effects or how to use CBD for pets, can help increase traffic to your website and potentially convert visitors into customers.
This is important because 60% of all organic clicks go to the top three organic search results. Plus, the vast majority of people never scroll past the first page of search results. So, how do you make sure your web pages rank for these terms? Let’s take a look at some important SEO factors that you should focus on.
Strategic Content Creation
Anyone who knows anything about SEO knows that high-quality, engaging content is everything. However, creating great content is only part of the process. The other part involves optimizing your content so that it shows up in front of the right audience. As CBD increasingly makes its way into the mainstream and online sales continue to increase, you can actually target prospects by writing about topics that people are searching for.
CBD brands should actively publish research articles, blog posts, and product descriptions if they want to be seen as an influential leader in the industry. In doing so, you provide answers to the questions people are looking for and gain opportunities to convert website visitors into buyers. For example, creating a valuable and informative piece of content on “CBD and anxiety” might attract readers who are looking to relieve their anxiety. If your content is valuable enough and has a strong call to action (CTA), you have the opportunity to convert an organic search user into a paying customer.
Although content is important, making sure your content is SEO friendly is even more important. If your content is optimized for SEO, it will show up on the first page of related search results and begin to drive high-quality traffic from potential customers.
When you hire an SEO agency for your CBD marketing, the experts will determine your target keywords, develop conversion-driven content, and implement an on-page SEO strategy that will boost your page rankings and website visibility. By developing strategic content, you will not only enhance your credibility as a brand in the industry, but you will watch your online traffic and sales grow.
Content Syndication and Guest Posts
Another way to place your content in front of different audiences is through content syndication. If you create valuable enough content, third party sites might republish your content. Other types of content syndication include using a short excerpt and crediting your brand as the author or linking to an article on your website. These strategies not only put your content in front of a wider audience, but you get a backlink to help with your off-page SEO efforts.
Another way to use the power of great content for CBD marketing is through guest posting. For example, let’s say you come across a health and wellness website that accepts guest contributions. You would put together a piece of content that fits both that website and your brand, then link back to a page on your website as a reference, resource, or author credit. By guest posing, you not only obtain backlinks to enhance your SEO, but you also build relationships with publishers and introduce your brand to new audiences.
On & Off Page SEO
Content syndication and guest posting are two great ways to grab valuable backlinks from high-authority websites, blogs, and other publications. In doing so, you will increase your SEO and public awareness around CBD and your brand. However, there are many other SEO factors that you should stay on top of if you want to continue moving up in the rankings. Essentially, SEO ensures that your website, content, and products are found easily on search engines.
If your content doesn’t show up for popular, conversion-driven keywords, does it really matter in the first place? There’s no point in investing time and money into content creation if it doesn’t rank on the first page of the SERPs. Some on and off-page SEO factors to consider when marketing a CBD brand include:
- Backlinks – Regardless of how links are obtained, links that come from relevant websites with high domain authority and page authority will send positive SEO signals to search engines.
- Local SEO – Make sure your company has fully filled out your Google My Business listing as well as your Yelp, Bing, and other social profiles so you show up in local search queries.
- Title tags – Title tags are HTML elements found on the backend of your website that specify the title of your webpages, which is what shows up as the large headline on search results.
- URL structures – Also designated on the backend of your website URL structures should clearly show the hierarchy of the webpage as well as what that webpage is about. A good example of this would be: www.examplecbd.com/products/CBD-tinctures/
- Images & image alt text – Most high ranking pieces of content also have images and infographics to enhance the user’s experience on your website. These images should also contain an alt text that accurately describes the image to search engines.
As you can see, there’s a lot that goes into online CBD marketing – and that’s only scratching the surface. If you want to see real results from an SEO strategy that works, Stodzy Internet Marketing will show you the way.
Lead Generation With Promotional Offers and E-mail Marketing Campaigns
Although e-mail may seem outdated in 2020, e-mail marketing is actually one of the most effective CBD marketing strategies. In comparison to other marketing techniques, e-mails generate significant revenue because they target specific audiences and serve as a secure form of contact. Moreover, e-mail marketing tools are typically low cost, yet deliver a high ROI.
Before you can start your e-mail campaigns, you must first build an e-mail list. Usually, you do this by offering a lead magnet: a promotional offer or something that provides value to the user in exchange for their e-mail address.
In order to reach as many potential customers as possible, you want to gather e-mail addresses from a variety of different sources, including:
- Create CTA-oriented posts on Instagram, Facebook, and Twitter with a “subscribe to our newsletter” link
- Implement an exit-intent strategy to offer a promotion or discount code in exchange for an e-mail address when a user begins to exit your website
- Describe the benefits of your products in your CTA to encourage users to subscribe to your newsletter for more helpful content
- Use a banner at the top of your website to offer discount counts or promotions to new subscribers when they put n their e-mail address
Once you’ve begun compiling an e-mail list, it’s time to create compelling and useful newsletter content that will keep your brand at the forefront of your subscriber’s minds.
Your e-mail campaigns should consist of video, blog, and product-based content that drives your readers to your website and your online store. The more value your e-mails and your product offers to your subscribers – the more sales you will generate. In addition to generating new sales, e-mail is a secure and convenient form of communication that allows you to stay in touch with past customers and encourage them to make another purchase.
In summary, e-mail marketing campaigns help you provide your audience with much needed CBD-related education, stay in touch with past customers, and turn potential buyers into paying customers.
CBD Marketing with Stodzy
Although there are heavy guidelines surrounding CBD advertising, there are ways to get around the restrictions and market your brand ethically and effectively. When you combine your social media and SEO efforts with your website and e-mail campaigns, you will set yourself up for success.
One mistake that many CBD companies make is that they rely on one single marketing strategy. Instead, it’s essential to expand your thinking and use all of the online resources at your disposal to reap the best results. Although each of the above tactics is different, they are extremely powerful when used together.
If you’re looking to diversify your CBD marketing efforts to reach a broader audience and increase your sales, Stodzy Internet Marketing is here to help. Not only will our marketing experts design the right strategy for your brand, but we will build a foundation behind your brand that puts you at the forefront of the industry for years to come.
So, what are you waiting for? Contact us today at (800)-761-1426 for a free consultation.