Marketing a business isn’t easy but it can be even more difficult when you have no choice but to face a series of difficult challenges because of what Google does and doesn’t allow you to do, different legislations and generally how you approach the same marketing tactics other businesses can more easily navigate.
As a marketing agency that specialises within those niches that require a little more care, we’re here to make sure brands can continue to increase their credibility and visibility in the most effective way possible according to best practice. One such industry is cannabidiol (CBD).
Why Is CBD Marketing So Important?
The CBD craze has truly taken off in recent years, making it more difficult for businesses within the cannabidiol niche to effectively market their brand and products according to what their consumer market wants whilst keeping up with demand. In order to stay ahead, you need to get started, driving many popular CBD brands to look at different ways they can re-grasp the attention of existing customers and captivate the interest of new ones.
Fighting Complexities In The CBD Industry
Marketing cannabidiol or CBD can be extremely complicated. Not only is it a highly regulated product across the globe, but even restricted in Canada and the U.S. With that in mind, in-house teams and marketers need to watch out for the different laws according to where they want to advertise and exactly what they are putting in front of consumers in these locations. It’s not just the where and the who that matters, but the different rules around products containing THC vs those that don’t and advertising recreational vs medicinal cannabis, for example.
So, how do you go about effectively navigating growth in the CBD industry through digital?
Create A Unique Brand Division
Creating a unique brand division is far easier said than done, but it will dramatically improve your position to navigate fast growth in what is notorious for its fast-paced nature. Instead of focusing on generic ways to market your business and its products, look at understanding what your demographic wants from their chosen cannabidiol company of choice – are they looking for a fun brand or something more professional? With this knowledge, you can then begin to draw up a clear brand identity that ensures customers return to you.
Conduct Regular Market Research Surveys
Ensuring you’re giving your customers exactly what they want can be difficult, particularly when you may not be a consumer of CBD yourself. Instead of solely relying on guess work or the information your ad campaigns and website give you, consider conducting a market research survey to get into the real nitty and gritty of what people want and expect. That way, not only will you gain a wider insight into your audience’s thoughts about your business, but their uses of CBD and more to help strengthen your position in the market and online.
Know What You Can & Can’t Say
When it comes to marketing CBD products, know what you can and can’t say. For example, whilst you can use the phrase ‘CBD’ on some platforms, others don’t allow it. At the same time, many platforms also don’t allow you to suggest that CBD can be used to ‘cure’, ‘treat’ or ‘prevent’ any form of health condition, sometimes making it more difficult to craft effective ad copy in relation to the CBD products’ benefits.
Focus On Search
Paying close attention to your website’s SEO is an excellent way to navigate your brand’s growth in the CBD industry. Hiring a digital marketing agency to help you successfully execute your strategy can be most effective, helping to make sure both your budget and time is wellspent. We utilise a combination of techniques that involve targeting non-competitive keywords, ensuring your content is E-A-T focused (more on that below!), ensuring your technical SEO is up to scratch, internal linking between your pages and blog posts, earning high-quality backlinks to your website and more to organically build your brand and increase your visibility.
Get Tactical With Your Content
The creation of new content for your website can support your SEO strategy in a number of ways, not least helping to attract the right people to your website. It’s not just about what’s on the core category pages of your website, but the home page, product pages and blog. In line with Google’s E-A-T, the content on your CBD website should show a high-level of expertise, authority and trust. The greater the E-A-T on your website, the better. Whilst E-A-T isn’t a direct ranking factor, it does help to signal the value of your site to Google, possibly helping you earn more credibility. Read more about Google’s core updates and E-A-T here.
Build An Affiliate Network
Affiliate marketing can be highly profitable to businesses, old and new, seeking a cost-effective way to make their products known whilst increasing their competitive advantage. The concept is easy – publishers earn a commission through promoting products using an affiliate link. The affiliate partner is then rewarded a payout for providing the specified result such as the number of purchases made.
Understand Different Advertising Policies
When it comes to marketing in the CBD field, it’s important to have an in-depth understanding of the different advertising policies at hand according to the channel. Whilst some are more lenient, others focus on more stringent rules that risk your advertisement being taken down or your account banned. With this in mind, we’ve summarised some key points from the most popular platforms when advertising CBD.
- Facebook: Whilst Facebook did lift its ban on promoting CBD products in 2019, it’s still not possible to market cannabis-derived CBD on the platform. Despite only being able to publish ads that promote topical hemp products, advertisers can send users directly to their site to purchase. Read more about Facebook’s advertising policies here.
- Google Ads: Despite the restrictions associated with Facebook, advertising CBD on Google Ads is even more difficult whereby you run the risk of your ad being taken down from the platform but it doesn’t stop there. You may also be restricted from promoting further ads on your account even if they aren’t directly related to CBD. Read more about Google Ads’ advertising policies here.
- Twitter: Similarly to Google Ads, you cannot advertise CBD products on Twitter, but that’s not to say that you can’t use it as part of your organic marketing efforts. Read more about Twitter’s advertising policies here.
- Instagram: The rules associated with advertising CBS on Instagram is very similar to that on Twitter though Instagram advertisers are less likely to be penalised for doing so. Nevertheless, that doesn’t mean that you shouldn’t be cautious of the types of products you are trying to sell.
Take Advantage Of Email Marketing
Although email marketing may be one of the oldest marketing strategies in the books, it’s one that shouldn’t be ignored. The art of sending effective email campaigns really does rely on a combination of good content and design that helps to draw the attention of new and returning customers. For example, you may decide to re-engage people who have previously purchased from your website through sending them a deal or discount. You can do the same with new customers through offering a first-time purchase offer such as 20% off your first order with code XX.
Jasmine has been a member of Absolute Digital Media’s team for almost five years now, having started her journey at the agency as a Digital Copywriter and progressing onto become read more.