It’s not a day in and day out occasion while a product manages to clutch the global consumer market within such a short space of time. Cannabidiol, also known as CBD to most people has contributed to a massive interest in the medical market. Moreover, one of the most researched and frequently discussed cannabinoids, CBD (cannabidiol) controls an entire industry of its own and it is predicted to yield a generous $22 billion in the United States by 2022. Importance and need for effective CBD marketing and CBD advertising is increasing, however, there is no wonder why.
So far, scientists have successfully isolated more than 100 chemical compounds from the cannabis plant. Formerly the cannabis community used to focus only on THC which is a psychoactive compound. But now scientific evidence proves that the non-psychoactive compound which is known as CBD has potential therapeutic benefits. Furthermore, the global CBD market is evolving rapidly.
CBD is attracting a diverse group of consumers of all ages including their pets. 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 an effective strategy. Before you start a CBD business you should understand the rules behind marketing and advertising CBD oil so that you can align your business with statewide laws.
CBD Marketing : What is CBD?
Unlike THC, CBD is a non-psychoactive compound found in marijuana plants that is said to have potential health benefits. It is extracted either from hemp or cannabis plants and is marketed in different forms like tincture, capsules, gummies, sprays etc. CBD can be either food grade or therapeutic grade. Based on a report by MarketWatch, the therapeutic CBD constitutes the largest market share which is about 60% of the market in 2018.
CBD Marketing : CBD’s Legal Status
As more and more people are learning about the non-psychoactive properties of CBD and discover that it could present the consumers of all ages with a chance to boost health and wellness routines, minus high, the internet is becoming permeated with numerous cannabinoid-rich content.
Before you start writing content for your CBD marketing or CBD advertising campaign, take into account the recent facts about CBD’s legal status.
Legalization across 33 US States
Up until a few years ago, marijuana was illegal all across the United States. 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.
While some states legalized marijuana only for medical purposes, some other states have legalized it up to the scale of recreational uses.The flying demand for cannabis -rich products is putting pressure on the businesses to navigate the complex patchwork of regulations associated with this growing industry.
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.
Although commercial hemp cultivation was legalized by the 2018 Farm Bill, there has been much confusion regarding the hemp-derived products. Furthermore, it is still unclear whether or not the CBD products can legally be marketed and sold.
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 tapping into the power of CBD marketing is inevitable.
Differentiating Your Brand
CBD industry is growing exponentially and more and more new companies are being established everyday. This does not mean that this is the end of your dreams of earning money with CBD marketing. It is better you learn how to stand out in the crowd and differentiate your CBD brand from the rest.
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. Furthermore, affiliate marketing is another way of building high retention rates but only the big brands tend to attract affiliates.
Featuring customers’ testimonials on your website will boost your reputation and this will help you keep customers returning for more. You can send newsletters, offer discounts and encourage them to invite a friend in return for a free product to achieve a better overall engagement and increase the chance of customers returning.
Conducting surveys will make you conscious of your customers’ needs/wants and will alert you about the areas you need to improve to satisfy them. You can also focus on problem-solving providing on-going support and staying in touch with the customer base.
CBD Marketing : What You Can’t Say With CBD Advertising
You might be claiming CBD’s medicinal properties via online CBD marketing but FDA doesn’t approve of this. While you are doing CBD advertising or CBD marketing you strictly have to know your limits and avoid potential consequences.
Health and Medical Claims
You might have read claims online addressing CBD as a miracle drug that combats a wide scope of medical conditions, diseases and ailments including epilepsy, chronic pain, arthritis,
insomnia etc. 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.
Although it is possible to promote the potential medical benefits of integrating CBD into a daily health and wellness routine, it is not possible to advise the customers to treat their certain health condition, disease or ailment using CBD. Only a doctor can advise the patients to use CBD for treatment.
Every single thing you say when trying to convince consumers with an online CBD marketing should be backed up by authentic and reputable sources when and where it is necessary. 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.
Things Not Approved by the FDA
All CBD products must comply with the laws including the Federal Food, Drug, and Cosmetic Act (FD&C Act), according to the Food and Drug Administration.The FDA has not approved CBD to be added to foods, dietary supplements, and pet foods. This rule applies also for the products defined as containing the hemp plant. For this reason, you have to be cautious while conducting CBD marketing efforts.
CBD Marketing : CBD Advertising Restrictions
Although in 2018, President Donald Trump signed the 2018 Farm Bill, CBD advertising options are currently limited. The rules for CBD advertising will change when the federal government changes its position on marijuana. Until now CBD companies are limited to marketing their products online and raising brand awareness through referral marketing and content creation. Although hemp-derived CBD products are allowed to be advertised on google and facebook, marijuana-derived CBD products are still prohibited.
It’s important to make yourself aware of the following CBD advertising restrictions to 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. As of 26th June 2016, Facebook announced it would be withdrawing its ban on CBD products which means advertisers now can publish ads promoting CBD derived from hemp via the social network platform. The great thing about this is that, advertisers have the advantage to include a direct link to a landing page from which consumers can access 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. Furthermore, there’s a possibility that you might be penalized from publishing future advertisements, even if they are not CBD marketing ads.
The bright side is that Google recently offered a number of companies to participate in a trial run for CBD advertising on its platform. The results are unknown yet.
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 the 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.
Nonetheless, you shouldn’t put all your eggs in one basket because Instagram can permanently shut down your account if you try to sell CBD products on this app. The best way you can do CBD advertising is by sharing exciting and relevant images regarding CBD and link 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 compound that has successfully jumped over the hurdles that doubters once thought were impossible. It’s victoriously broken through its barriers and made its way to the mainstream market, where branding seems to be difficult for staying afloat.
Six Strategies to online CBD marketing
According 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.
Focus on SEO
One of the most organic ways to build your brand awareness on the internet is by focusing on SEO aka Search Engine Optimization. Although this method can be difficult to execute, it is a cheaper alternative to advertising your products online.
Hiring an SEO expert can ensure you spend your time and money well and effectively. In addition to that, you do not need to worry about breaking the CBD marketing rules. Be careful, SEO keywords will be considered as the marketing / advertising tools if the FDA is investigating any claims (health/disease) you made.
Since SEO emphasizes appropriate high-volume keywords and phrases throughout the articles, product descriptions, web content etc., content creation can fit in perfectly with your SEO plan.Make sure you share your content on social media platforms and keep on tracking the traffic. Carefully nurtured content can strengthen your credibility as an authoritative and influential leader in the CBD industry.
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 industry face-to-face and assess the competition. You also may consider attending trade shows like World CBD Expo and CBD Expo tour and demonstrate what your brand offers.
Build Affiliate Network
Affiliate marketers can help to apprise millions of people about your product without you having to lift a finger. According to industry data, affiliate marketing expenditure will increase by 10% within the next few years. 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.
Try to include as many marketing tactics in your CBD campaign as possible. The more diverse your marketing campaign the more possibility of attracting the target market. Influencer marketing is an effective way to execute this and more than 17% companies claim that they spend more than half of their marketing budget on influencers.
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. The outcome can be great if you stay up to date with the federal, state, and local laws concerning hemp-derived CBD marketing and selling CBD products online. Focus on the following:
CBD Legal Changes
Cannabis consumption is becoming normalized 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. This is caused by the unclear status surrounding CBD legality. 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 advertising and CBD marketing are subject to change depending on the advertisers’ decision to revise their rules in the foreseeable 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
For the novice marketers who want to do well in the potential CBD market, there are specific steps to get one step ahead of the competition. Some of the best CBD marketing strategies include:
Before a customer lands on your website, they will have typed a keyword or query on a search engine like Google relating to the product they are looking for. Try your best to be in the first page of Google Search Engine Result Page aka SERP display by conducting proper keyword research. Include your keyword into your titles, meta tags, image descriptions, video, etc.
Search Engine Optimization
With the right keywords you have chosen, integrate them into a SEO optimized website and submit the website to directories. Furthermore, create meta tags and search phrases on pages for the maximum return on your CBD 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. This will enable your website to go on higher in the search engine rankings. Don’t forget to create outbound links from your website to other authority sites to attract extra traffic.
It is quite interesting and motivating to monitor your progress with a CBD marketing campaign and perceiving the results are improving as time goes by. Attitudes over cannabis are changing on a global scale and by starting with CBD marketing you can build yourself as a well respected brand before the market gets saturated.
CBD Marketing : Conclusion
The major social networking platforms like Facebook, Instagram, Twitter do not allow CBD advertising, but there are ways to avoid this issue. Combined social media marketing and content marketing provides the perfect opportunity to educate the audience and build brand awareness without aggressive selling techniques that could get 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. Moreover, know the rules you need to follow and the laws you must abide by. Ahead of your brand launch, make sure all claims you make are authentic and backed up by credible scientific support.