3 Best Ways to Market Your CBD Oil
According to Business Insider, the American legal hemp market is likely to become a $1.8 billion industry by 2020. With a projected 53 percent annual growth rate, the market for hemp- derived CBD oil presents lucrative opportunities for established online vendors and new businesses alike.
Marketing CBD oil and related products, however, presents unique challenges. Facebook, Twitter, and Instagram don’t allow paid advertising for anything drug-related, and currently, all these social media platforms include CBD oil in this category. Consequently, cashing in on CBD requires a multifaceted, organic approach.
Here are three tips for marketing your CBD oil effectively.
1. Start with a solid business plan.
Effective marketing begins with a clear understanding of what you want to achieve and what sectors and demographics you need to target. Marketing CBD-based beauty products to teenagers with acne requires different strategies than pitching CBD oil to senior citizens with arthritis. Identify what business sectors are the best fit for your products. If the personal care market is a little crowded, for example, consider pet care.
Another way to identify your target audience is to consider what problem you are trying to solve. Are you marketing to chronic pain patients who are dissatisfied with prescription drugs and are looking for natural remedies? Are your CBD gummies and chocolate bars designed for kids who are picky eaters or adults who want a treat instead of another pill to swallow?
2. Blog all about it.
Once you know who you’re targeting, you need to ensure your audience can find you. The easiest way to drive traffic to your website is to create original content that answers the questions your potential customers are typing into the Google search bar. If you can provide accurate information in an accessible format, readers are more likely to trust your company and begin the journey through the sales funnel.
Because CBD comes from cannabis, there’s a lot of controversy and confusion surrounding its use. Some of the highest-ranking SEO keywords include “Is CBD legal?” and “Is CBD oil safe?” Therefore, your content must educate potential customers and clear up common misconceptions.
Stay informed on federal, state, and local laws, especially in the regions you’re targeting, so you can assure customers your products are legal. Write about changes in rules and regulations as they occur to keep your blog current. Share information from the World Health Organization and other relevant research indicating CBD oil’s relative safety and low rate of side effects.
Two other common long-tail keywords are “Does CBD oil have THC?” and “Does CBD oil get you high?” You might publish a blog entry that breaks down the science behind strains of cannabis that contain little or no THC and why the effects of CBD are different from those of marijuana. To make your explanation seem less technical and more engaging, create an infographic to accompany the text. Whenever you mention these issues in other blog posts, link back to this page to generate a steady stream of traffic.
Your blog is also an opportunity to demonstrate why your CBD oil is superior to other brands. For example, you could write a blog about what to look for in a CBD product. One of your bullet points could discuss how low-quality extracts have varying degrees of other chemicals, but your brand undergoes rigorous third-party laboratory testing to ensure it has zero detectable THC and won’t cause false positives on a drug test.
Because CBD oil is a nutritional supplement, not a drug, the FDA prohibits labels claiming it can prevent, diagnose, treat, or cure disease. However, companies can still provide information through other media. For example, it would be illegal to sell CBD oil with a label saying “heals broken bones,” but your blog could cite a study evaluating CBD’s potential to increase bone growth in osteoporosis patients.
3. Make your email list a priority.
Once you have customers pouring into your website, you want to keep them. Email is an often-overlooked medium, but for every dollar companies spend on email marketing, they can expect a $38 return. Customers all over the world check email daily, and 88 percent of mobile users read their email on their phones.
According to Nielsen, 28 percent of American online shoppers subscribe to brand emails, and almost 60 percent say they would sign up for regular email updates if websites offered a reward. These rewards, also called lead magnets, provide content not available elsewhere to anyone willing to subscribe. Whether you offer a checklist, whitepaper, video, or ebook, customers like the idea of getting added value at no charge.
To make your brand stand out from the countless spam emails clogging your customers’ inboxes, make sure that each email has a clear purpose and an incentive for reading. Create a monthly newsletter to keep subscribers informed on your latest product lines and what’s going on behind the scenes. Combine these regularly-scheduled emails with surprise email blasts to announce a sale or provide a discount code for an exclusive, limited-time offer. Email marketing is also a great way to request feedback from customers or ask them to complete surveys on recent purchases.
How are you marketing your CBD brand? Let us know in the comments.
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