Creating the right advertising strategy for a Cannabidiol, or CBD, brand is not only challenging but tricky. First, it is essential to differentiate your brand from the rest in a market that is growing at an exponential rate. Second, you must do so without violating state and federal agencies’ guidelines, laws, or regulations.
According to New Frontier Data, a premier data, analytics, and technology company, the sale of cannabis in the U.S. is projected to reach anywhere between $57 billion to $72 billion by 2030. As a consequence of this rapid expansion of the cannabis market in the states, more and more players are entering this space, leading to an uphill battle for gaining visibility.
It, therefore, becomes evident that brands need to adopt the right CBD marketing strategy to rise to the top and stand out from their competitors. Read on to learn how to do just that.
Include as many advertising strategies in your CBD campaign as possible. The more diverse your marketing campaign, the better the chance to attract your target audience and get the most
out of your advertising dollars.
Here are seven advertising strategies for effectively marketing your CBD brand and its products despite the increasing challenges and limitations.
Influencer marketing, one of the fastest-growing segments in the marketing world, is one of the most effective ways of making your brand stand out. Remember, though no shortage of high profile celebrities have jumped on the cannabis bandwagon, the lesser-known influencer with
more engagement can also significantly influence people towards using your CBD products. However, ensure an influencer follows FTC guidelines and discloses their connection with your brand.
Affiliate marketing is another excellent way to advertise your CBD brand. Affiliate marketers are people who help you inform the world about your products without you having to lift a finger. According to industry data, affiliate marketing makes more than 15% of total media advertising revenue and is valued at over $12 billion globally. It is a low-risk and less costly way to market your CBD brand, as it is directly linked to performance. A CBD affiliate program allows you to target a wider audience with a personal touch.
A supplement to this strategy is Public Relations. A robust PR strategy will educate your
customers, promote your brand, and boost engagement. It will get people talking about your CBD brand by creating and publishing relevant, quality content on platforms they trust. It will ensure deliverables that add value to readers and align with their views, tone, and style. Identify a PR outlet that resonates well with your target audience and see to it that your marketing strategy takes advantage of it.
You can also promote your CBD brand that wouldn’t otherwise be allowed on conventional channels through native advertising. For instance, your advertisement will appear with ‘Sponsored content’ or ‘You might also like’ tags on leading media platforms which, owing to state and federal regulations, would not otherwise allow you to promote your CBD products. These tags will take numerous people to your landing page and help you increase awareness about your brand
Content syndication is another effective way of using content to drive awareness about your brand. Under this strategy, you publish your content-based advertisement below or near similar articles on relevant third-party platforms. Since this is a very tricky way of advertisement, it is recommended that you opt for a professional syndicator who understands the various CBD
Another advertising method that can greatly help in promoting your CBD brand is email marketing. Although this is one of the oldest forms of online marketing, it still maintains its effectiveness at attracting customers from all corners and all walks of life. Sending coupons and offers to your existing newsletter subscribers is a fantastic way to get the word out about your
products and improve customer relationships, satisfaction, and retention.
Focusing on Search Engine Optimization is one of the most organic ways to build your CBD brand on the internet. Practicing proper SEO will ensure that you are seen as a trusted brand and will enable web visitors to find you based on what they are searching for online. Although this method can be a little challenging as it requires strategic ideas and efficient implementation, the cost is usually a lot lower than other ways of advertising. Hire an SEO expert who can help you best to ensure your money and time are well spent.
Advertising through podcast ads is another great way to boost awareness about your CBD brand and its products. Over time, more and more people have started listening to podcasts, and it has become a new way to consume content. Placing your ads on relevant podcasts, associate your brand with personalities your target audience trust. It helps you find an exceedingly engaged audience that will likely show interest in you if you successfully present solutions to their problems through your products. Consider this advertising method if you are not yet ready to invest in brand awareness through popular digital marketing platforms. However, be mindful of the current CBD advertising restriction set in place in various states.
Despite the marketing challenges, there are ways to advertise your CBD brand. A combined and multifaceted marketing strategy will provide you with the perfect opportunity to educate your audience and build brand awareness without using aggressive selling techniques that could break the rule of law.
Ensure all your claims are authentic, substantiated, and accompanied by credible scientific support. Get in touch with Retna Media, a brand development and marketing agency that offers a range of high-quality advertising services to promote and increase the visibility of your CBD brand today!