The U.S government passed The Farm Act that legalized CBD and hemp on a federal level in 2018. Consequently, the CBD set off on an epic boom. In fact, according to a 2019 consumer report, nearly 64 million Americans tried CBD between 2018 and 2019. The CBD market is projected to hit $22 billion by 2022.
So, what is CBD?
Exactly what is CBD and how does it differ from its more popular counterpart, THC or marijuana? Well, CBD is one of the 85 cannabinoids that is derived from the hemp plant. Unlike the other cannabinoids, CBD does not come with THC and does not cause psychoactive effects. In other words, CBD consumption cannot make an individual high.
CBD has multiple applications including relaxation, pain and anxiety reliefs, sleep aid, and antiinflammation among others. CBD can be consumed in different forms such as topicals, pills, gummies, transdermal patches, vape pens, oils, beverages, and tinctures. CBD does not have any harmful side effects.
CBD has gained immense popularity thanks to its positive effects. This explains why it is showing up pretty much everywhere. From drug stores to dispensaries, ecommerce stores, food stores, and even gas stations, consumers do not have to struggle to find CBD products. Thanks to this popularity, competition amongst CBD manufacturers is extremely high. As such, CBD manufacturers must figure out how to create sustainable and profitable businesses.
Marketing for CBD
So how does CBD manufacturers stand out from competition? Well, like with any other venture, putting in place a sound marketing strategy is key to success. However, most marketing agencies have been slower to embrace the changing laws. Most of the major online marketing platforms like Google, Facebook, Instagram, and Bing are still playing “safe” and avoiding the mention of CBD and hemp. This presents a challenge for CBD manufacturers who want to market their products online.
So, how do CBD manufacturers get the message out without having their accounts suspended by these online marketing platforms? Well, here are six ecommerce strategies for online CBD marketing for better brand recognition.
1. Focus on search engine optimization (SEO)
The experts at Digitawise suggest that the most natural ways of building your brand online is by focusing on search engine optimization, commonly known as SEO. While this method can be challenging to execute, the cost is usually way lower than that of alternative advertising methods. Contracting an SEO agency to help is often the best way to guarantee your time and money are well spent. Besides, you do not have to worry about breaking CBD marketing rules. That said, keep in mind that SEO “keywords” may be treated as marketing and advertising materials should the FDA opt to investigate any health or disease claims associated with consumption of CBD. Implementing proper search engine optimization will ensure that you are perceived as a trusted authority in the nascent industry and will enable potential clients to locate your site based on the search phrases they are using.
2. Grow content
Content is still king when it comes to any search engine optimization campaign. Since SEO focuses on implementing suitable high-volume keywords throughout the articles, blog posts, web content, and product descriptions, it is important that you perform credible keyword research every time you are creating content for your website. Once you have posted your content online, be sure to share it on social media sites like Facebook and Twitter and watch your traffic grow! Professionally written content will bolster your credibility and establish you as an authority in the CBD industry.
3. Participate in trade shows
Word of mouth marketing still is one of the most powerful marketing forms. Be sure to participate in trade shows for an opportunity to meet and have a face-to-face interaction with other industry players. Additionally, this will be a great opportunity to discover your competition. Not only that, by attending trade shows like CBD Expo Tour and World CBD Expo, you will have an opportunity to demonstrate how your brand stands out from the crowd and get potential clients on your side.
4. Set up an affiliate network
Affiliate marketers can greatly help you let the word out on your product, without having to lift a finger. According to surveys, marketing expenditures will grow by over 10 percent over the next couple of years. This $12 billion-industry accounted for 15 percent of all digital marketing revenues in 2018. Shoppers clicked on affiliate marketing links over 5 billion times in 2018! And if that is yet to blow your mind, take note of the fact that worldwide affiliate marketing transactions surpassed $170 billion during the same year. So, wait no longer. Create an affiliate link and let your CBD brand grow!
5. Try out influencer marketing
It is important to include as many marketing approaches in your CBD brand campaign as possible. Remember, the more diverse your marketing campaign is, the greater your chance of reaching your target market and turning over healthy profits for your CBD business. Influencer is an excellent way of achieving this, and it is one of the fastest growing marketing approaches today. In fact, 17 percent of businesses claim to have spent well over 50 percent of their marketing budget on influencer marketing.
6. Try out email marketing
Another ecommerce strategy that you should never ignore if you want to boost your CBD brand recognition is email marketing. While this is one of the oldest forms of internet marketing, it has maintained its efficacy at attracting prospects from all walks of life over the years. Sending deals and coupons to your existing subscribers is an excellent way of getting word out about your brand and products. It is also a wonderful way of connecting and building relationship with your clients and prospects.
The narcist CBD industry can present producers and marketers with a fair share of challenges. Learning to stay abreast with local, state, and federal laws regarding hemp-generated CBD marketing and selling CBD products online can mean the difference between success and failure for your business. By adopting these ecommerce strategies, you can master the art of building your CBD brand online and run a profitable business.