Cannabidiol, also known as CBD to most people has contributed to a massive interest in the medical marijuana market. CBD is one of the most researched and frequently discussed cannabinoids. In fact, CBD can be considered as an industry of its own. It is used to manufacture a wide range of health and wellness products in topical and edible forms. CBD is estimated to grow as a $22 billion dollar industry in the United States by the year 2022.
There is no wonder why the importance of CBD marketing is on the rise.
So far, scientists have successfully isolated more than 100 active chemical compounds from the cannabis plants. For a long time, the main focus was on THC, which is one of the psychoactive compounds of cannabis plants. But recent scientific studies suggest that, the non-psychoactive compound CBD has the most potential therapeutic benefits. Unlike THC, CBD doesn’t create any high. As a result, CBD has become the active cannabis compound of interest globally. And the industry involving CBD is growing rapidly.
If you are chasing on the “green rush” and wondering how to do CBD marketing and CBD advertising legally and effectively, you must follow some rules and guidelines. Before starting a CBD business, it’s important for you to know your limitations in marketing and advertising CBD oil, so that you can fit your business within the law in your state/country.
CBD Marketing : What is CBD?
CBD is one of the many cannabinoids found in cannabis plants like marijuana plant or hemp plant. Manufacturers first extract CBD from these plants and market it in different forms like tinctures, capsules, gummies, sprays etc. CBD can be either food grade or therapeutic grade. Based on a report by Market Watch, the therapeutic CBD has the largest market share, which was almost 60% in 2018.
CBD Marketing : CBD’s Legal Status
People are learning more and more about the non psychoactive therapeutic benefits of CBD. Thanks to media outlets for giving CBD headline coverage. As a matter of consequence, CBD is becoming popular among people of all ages. They are using CBD as an alternative to promote wellness without any potential side effects. The internet is becoming permeated with loads of contents related to Cannabidiol. Follow up the current legal status of CBD before writing a content for the purpose of CBD advertising or CBD marketing.
Legalization of CBD across 33 US States
Few years ago, cannabis was considered an illicit substance in the USA. However, the public and political perceptions have been changing towards marijuana and recently it has been legalized in some forms in 33 US states. But marijuana is still illegal federally.
Some states legalized marijuana only for medical use, on the contrary, some other states legalized it for up to the scale of recreational use. The heightened demand for cannabis-rich products puts businesses under pressure. CBD companies are struggling with the complex patchwork of regulations.
2018 Farm Bill and FDA Hearings
President Donald Trump signed the 2018 Farm bill in December last Year, which removed hemp from the Controlled Substance Act and continues to Food and Drug Administration’s authority to control hemp-rich products.
After the passage of the 2018 Farm Bill, hemp grown industrially has become legal. But hemp-derived products remain unregulated. As a result, confusion surrounding the legitimacy of hemp-derived products arises. There is no specific regulation on whether or not the CBD products can be marketed legally.
CBD Marketing : Importance of CBD Marketing
The CBD marketing whim is totally upon us. Everywhere you look online, whether it is a CBD focused ad you notice on facebook, an appealing CBD advertising campaign that points to an online store via google, or an attractive story on instagram that directs you to a website, the surge in CBD marketing is hard to deny.
Finding New Customers
According to a study by High Yield Insights, about 40 percent of US consumers aged 21 and above would consider trying CBD products, and this number is going to grow in the near future.
So for finding customers thriving into the CBD marketing is inevitable.
Differentiating Your Brand
The CBD industry is growing exponentially and more and more new companies are being established everyday. If you learn how to stand out in the crowd of numerous brands in the market, things become easier.
You can make it possible by educating your audience. You can engage with your audience by creating gripping videos, in addition, you can carry out industry surveys and share how your consumers can benefit from the services you provide.
You can attract recurring customers, in this case, CBD marketing can be a great help. Affiliate marketing can be a help in growing consumer retention rate. Unfortunately only the big companies offer affiliate opportunities.
Having customers’ testimonials on your website will help boost your reputation. This will also help to build reliability among customers who will come back for more. You can keep your customers updated by sending newsletters regularly. You can also offer discounts for them who will refer your products to their friends.
Conducting surveys will help you gather information about your customers. You will be able to know what your customers are looking for and what they really need. Thus you can make improvements in the specific areas that are required. You can also focus on problem-solving providing on-going support and staying in touch with the customer base.
CBD Marketing : Dont’s of CBD Advertising
You can not claim the medicinal benefits of CBD through online marketing. The FDA does not approve such claims While you are doing CBD advertising or CBD marketing you strictly have to know your limits and avoid potential consequences.
Do Not Claim
You might have seen people claiming about the potential benefits of CBD that can help treat epilepsy, anxiety, insomnia, and many other health conditions. It is crucial that you avoid making any health or medical claims. The Food and Drug Administration doesn’t approve of this and the agency may take your CBD marketing campaign offline before you can realize.
Do Not Use Assumptions
You can promote the potential health benefits of cannabidiol by integrating it into your daily routine. Claiming or advising your customers about its benefits is not acceptable. Only a doctor can advise the patients to use CBD for treatment.
Remember, every single thing you say should be backed up by authentic sources. You can not convince your customers by sharing assumptions. Claims should always be valid, trustworthy and authentic. Moreover, avoid anything that cannot be proven because this sort of information can not be used in your marketing material.
What FDA Hasn’t Approved
According to the Food and Drug Administration, CBD products should comply with laws including the FD&C act. FDA has not yet approved CBD to be added in foods, dietary supplements, or pet food.It is also valid for products containing the hemp plant extract. For this reason, you have to be cautious while conducting CBD marketing efforts.
CBD Marketing : CBD Advertising Restrictions
Although with the passage of the 2018 Farm Bill, growing industrial hemp became legal, advertising options for hemp derived cannabidiol is still limited. The rules for CBD advertising will change when the federal government will change its position on marijuana advertising. Until now, CBD companies are limited to online marketing and raising brand awareness by creating content. Although hemp-derived CBD products are allowed to be advertised on Google and Facebook, marijuana-derived CBD products are still prohibited.
It’s better if you stay well-informed about the CBD advertising restrictions. Furthermore, this will help you avoid potential hazards.
You are not allowed to advertise cannabis-derived CBD on Facebook, but you are in luck if you are focusing on hemp-derived CBD products. On 26th June 2016, Facebook announced that they would withdraw the ban on hemp derived CBD products. It has allowed people to promote CBD products on Facebook. You can include a direct link of your website to a landing page from which consumers can find the website.
If you are about to run an advertisement on Google Adwords to promote CBD products, there’s a risk that your ad might be taken down. You also may get penalized from publishing further advertisements, it doesn’t matter if they are CBD marketing ads or not.
It is a bad news for the CBD marketers that Twitter doesn’t allow CBD advertising on its platform. Twitter doesn’t allow advertising for any illicit substances and CBD is eliminated completely.
This doesn’t mean you can not use Twitter for your marketing efforts however, since the advertising policy of this platform is only applicable for paid advertising.You can post informative content and link your website with them. This way by sharing content you can build brand awareness and achieve engagements.
Abstain from making any health or disease claims about cannabidiol on Twitter, because you may lose your account and possibly face FDA enforcement
The policies regarding CBD advertising on Instagram are fairly similar to the rules laid out by Twitter. However, for CBD advertising, Instagram users are not penalized as much as Twitter users and in addition, Instagram doesn’t seem to monitor CBD advertising much as other platforms do.
If you try to sell CBD products on Instagram, they have the authority to permanently ban your account. So keeping all your eggs in one basket might bring jeopardy. The best way you can do CBD advertising is by sharing exciting and relevant images regarding CBD and linking them back to your website.
CBD Marketing : The Key To Marketing a CBD Brand
CBD is not any ordinary cannabinoid. It’s a unique naturally occurring chemical that has successfully overcome the hurdles and proved the doubters wrong. Eventually it has broken through the barriers and made its way into the mainstream market.
Six Strategies to online CBD marketing
AcAccording to the analytics from Cowen Research, CBD consumer market could reach up to $16 billion by 2025.Thriving into this popular consumer market requires assiduity, consistency, and patience. You can follow the six strategies to online CBD marketing illustrated below and learn the art of how to sell CBD online.
Emphasize on SEO
Search Engine Optimization also known as SEO is the most organic way to build brand awareness on the internet. Although this method can be difficult to execute, it is a cheaper alternative to advertising your products online.
Hiring an SHiring an SEO expert can ensure you spend your time and money well and effectively. This also will ensure that you won’t have to think about breaking marketing rules unintentionally. Be careful with your keywords as they could be considered as the marketing tools if the Food and Drug Administration investigates any claims you made.
Since SEO emphasizes appropriate high-volume keywords and phrases throughout the articles, product descriptions, web content etc., content writing can fit in perfectly with your SEO plan. Share your content on social media and track the traffic. A good content can be a great resource you can have. Furthermore, it can help you establish as an influential leader.
Attend Trade Shows
Word of mouth marketing continues to be the most powerful form of marketing. You can attend industry trade shows to meet other industries face-to-face and assess the competition. By attending trade shows you can demonstrate what your brand offers.
Join Affiliate Marketing Platforms
Affiliate marketers can introduce your products to the right consumers without any hurdle. Industry data indicates that, within the next few years, the expenditure in affiliate marketing will rise by 10%.Affiliate marketing generates 15% of all digital media revenue which is a whopping $12 billion. Back in 2017, affiliate marketing links were clicked 5 billion times and global affiliate marketing transactions crossed $170 million which is enough to blow your mind.
Invest on Influencer Marketing
You should try out as many CBD marketing tactics as possible. The more diverse your marketing campaign the more possibility of attracting the target market. Influencer marketing can be an effective option in bringing variation in your marketing strategies. About 17% companies claim that they use half of the marketing budget on influencer marketing.
Email marketing is another powerful method that should not be ignored. Although it is one of the oldest marketing methods, it still keeps on attracting people from all corners and all walks of life. Sending coupons and deals to your existing subscribers is a great way to keep them updated about your products and improve relationships and retention.
CBD Marketing: Stay Watchful
The growing cannabidiol industry may present the marketers with some challenges; the regulators are smoothing things out. It’s best if you stay well informed about the federal, state and local laws concerning hemp derived CBD marketing and selling online. Focus on the following:
CBD Legal Changes
Cannabis consumption is becoming normal and in the USA, more than 94 million people have admitted that they used CBD products at least once, furthermore, this number is increasing day by day. However, hemp-derived CBD marketing creates some challenges due to the unpredictability of the market. It happened due to the lack of regulations and the confusion surrounding CBD’s legality in the market. Federal, local and state laws are changing frequently, stay alert.
At the time of writing, the information shared in this article is precise. However, facts concerning CBD marketing and CBD advertising may change. This may depend on the advertisers’ decision to amend their rules in the future.
Remember to stay updated with cannabis news, since there’s a great chance it will have a positive impact on CBD. Subscribe to RSS feeds and email newsletters just like the customers do on your website or online store.
CBD Marketing : What Advertisers Need To Do
To do well in CBD marketing, there are certain steps you can follow. To survive in the competition the best CBD marketing strategies include:
Before reaching out to your website, a customer will use keywords to search for a specific product. Try your best to be in the first page of Google Search Engine Result Page aka SERP display by conducting proper keyword research. Including the keywords in titles, meta description, image description can help a lot.
Search Engine Optimization
With the right keywords you have chosen, integrate them into a SEO optimized website and submit the website to directories. Creating meta tags and search phrases on pages can help get the maximum return on your marketing strategy.
Hiring a content marketing expert can save your time and ensure quality content with proper on page optimization. If you decide to write your own content, make sure you watch out for
plagiarism rules and do proper research on keywords. It might seem tricky at first, but creating informative & keyword-friendly content is just a matter of time.
The link building marketing technique is an old trick which is guest posting in authority sites in return for a link back to your website. These links are also known as backlinks. Backlink is an important factor in ranking your website, posts, and pages. Do not forget to create outbound links from your website. This helps build credibility and attract more traffic.
It’s interesting to monitor your progress with a CBD marketing campaign. You can observe how you are doing. Then you can take steps according to the result. Globally, the notion about CBD is changing to positive. With the help of CBD marketing, you can stand out in the crowd of numerous CBD brands and demonstrate what you offer to the consumers. You have to do it before the market gets saturated.
The major social networking platforms like Facebook, Instagram, Twitter do not allow CBD advertising, but there are ways to avoid this issue. Social media marketing and content marketing both as a whole can help you educate the consumers and build brand awareness without demonstrating the aggressive selling techniques. Furthermore, this will help you avoid the potential hazard like getting your account banned.
For the best chance to make money from the CBD industry, research well before launching a CBD marketing or CBD advertising campaign. Also, make sure your CBD branding materials are compliant with the legal laws in your state. Moreover, know the rules you need to follow and the laws you must abide by. Be careful with what you claim. Your information should be backed up by credible scientific data.