The CBD market is booming. But it is also becoming saturated with competition, increasing the demand for effective CBD marketing. It’s critical to learn how to stand out, differentiate your brand, and show potential customers why they should choose you. Although CBD is completely legal, a host of regulations control CBD advertising.
If you want to market your CBD products legally and effectively, you will need a detailed strategy…and some out-of-the-box thinking.
CBD ADVERTISING REGULATION
Google and Facebook dominate the digital advertising game, offering scalable, affordable ways to display promotional content. Unfortunately, although CBD is legal, it is still classified as dangerous by the federal government. And Google and Facebook agree.
You may be able to temporarily slip by their filters using terms like green, alternative medicine, and natural plant-based remedies, but you’ll eventually be caught, and you can – and will – be shut down. Other major platforms similarly restrict CBD advertising. So how can you fight back? Let’s take a look at your options.
ALTERNATIVE CBD MARKETING
Consumer dislike advertising. To be more specific, they hate bad and disruptive ads. Native advertising attempts to change this dynamic through well-placed ads that engage the audience rather than disrupting user experience.
Native ads are branded messages that fit seamlessly with their environment. If the ad pairs well with the website’s existing content, the result is a natural looking ad – one which is more likely to lead to a conversion. Top native advertising platforms that are CBD-friendly include Outbrain, Taboola and Mantis.
Cringe, right? Not so fast.
Influencers aren’t just millennials who need attention. They’re a valuable medium for marketing your product. By tapping into their existing, engaged follower base, you can reach a targeted audience while bypassing advertising restrictions.
In addition to eliminating the risk of getting shut down, the influencer’s credibility functions as an endorsement of your product. Research has shown that 90% of customers trust recommendations from others – even strangers – more than what a brand says about themselves. Cultivating a grassroots network of influencers as brand advocates can increase your brand’s visibility and social following.
Google isn’t the only source of display advertising. There are several alternative platforms that advertisers can use to display advertisements on domains that allow CBD-related ads. The main players in this arena are FieldTest and HealthyAds.
With affiliate marketing, fees are based on performance. If your product sells, the affiliate earns a commission. If it doesn’t sell, they don’t. This low-risk method functions similarly to pay-per-click ads and can generate a healthy amount of qualified traffic. Consider Affiliate Window and ShareASale if you’re interested in this marketing tactic.
Podcast advertising is growing rapidly. In fact, ad spend is expected to double in the next few years. Like influencer marketing, advertising on podcasts is effective at leveraging an already existing audience. It can sometimes be expensive, but it is a terrific way method of boosting brand awareness. When your ads run in relevant podcasts (similar to native advertising,) they function quite well. Our go-to podcast advertising services include AudioGo and Midroll.
OTT, or over-the-top, refers to a service or device that streams digital content. This includes include smart tv’s, game consoles, streaming boxes and more. OTT ads are similar to TV ads, but they are not subject to CBD advertising restriction because they are delivered through streaming media. Projections for OTT ad revenue forecast a significant increase in the coming decade.
DON’T IGNORE TRADITIONAL MARKETING STRATEGIES
Search Engine Optimization (SEO)
SEO is a proven digital marketing tactic to sell any product, including CBD. Developing and optimizing your website’s structure and content improves your search engine rankings for CBD-related terms.
If you have a physical storefront, Local SEO is a must. These marketing tactics ensure consumers in your area who are searching for businesses like yours find you!
The more things change, the more they stay the same. And when it comes to communicating with customers, email marketing remains consistent, effective and affordable.
Sometimes you’ve just gotta go old school.