The CBD industry is no doubt booming, and shows no signs of slowing down anytime soon. Once you’ve entered the industry and need to start marketing your CBD products, however, that momentum becomes an entirely different story — especially online.
That’s because go-to paid advertising platforms like Google Ads and Facebook & Instagram Ads restrict what CBD brands and businesses are allowed to pay to promote, making it virtually impossible for them to market their products and break into the industry.
With our digital insights and experimentation, though, we’ve found 5 marketing strategies CBD brands can capitalize on to gain recognition and build a strong customer base. Here, we’re sharing those 5 digital marketing opportunities CBD brands can implement to gain more visibility, traction, and (of course) sales.
1. Build CBD Brand Loyalty
CBD brands are coming out of the woodwork, and virtually none have the advantage of brand loyalty yet. Here is where you need to capitalize. Prioritizing brand recognition over conversions can help you get ahead of the competition just enough to build a loyal customer base. Once you do that, customers will take it from there. Here’s the proof:
- 39.5% of shoppers will spend more on products if they’re loyal to a brand
- 59% of brand loyal shoppers will refer their family and friends to that brand
To get started building your CBD brand’s loyal fan base, try providing a unique offer like 20% off their first purchase or free shipping to help get customers through the door. From there, invest more effort into retaining those customers by providing special incentives or building a loyalty program.
2. Educate consumers about CBD
Education is a crucial part of CBD marketing that you can’t overlook — especially when it comes to your audience. Most CBD marketers and dispensary owners overlook consumers who don’t fit the stereotypical persona of marijuana users, leaving entire audience segments untapped. That’s where you come in.
Be sure to create educational materials that speak to anyone and everyone, highlighting all the ways that CBD can help consumers who would be interested in your products but don’t know it yet. This is also where education and lifestyle can blend nicely.
3. Treat CBD like a lifestyle
Instead of working to promote standalone products, try to showcase the lifestyle you are promoting. Is it pain relief? Health benefits? Luxury? Whatever the case is for your unique CBD brand, create content and messaging that appeals to particular audiences.
Another approach to lifestyle marketing for CBD brands? Promote strong convictions your brand may have about specific topics — like the environment, social injustice, and healthcare. If your stances are part of your brand story, share it! Create content that showcases your beliefs to like-minded people who support those causes and, as a result, will support your business.
Check out our Lifestyle Marketing Guide if you want to better leverage this digital marketing style for your CBD brand.
4. Engage CBD users (or onlookers)
Don’t toss up blog posts or social media content for the sake of it — aim for actual engagement (and use our Social Media Engagement Guide to help along the way). Better engagement metrics can help improve your visibility on social media platforms while simultaneously building your brand’s credibility. Create content that invites consumers in — ask questions, respond to comments, and talk about what’s important to them. The short of it? Aim for quality, not quantity when it comes to social media content.
This has multiple benefits: boosts in impressions in Facebook & Instagram algorithms, third-party traffic, and the potential to build more followers (whom you can convert into buyers once trust is established).
5. Build your CBD cred
Your customers’ perception of your CBD brand — or any brand — is your reality. Take stock of how your brand is represented online through your own content as well as others’.
Here are some tips CBD brand can use to establish authority:
- Monitor and respond to customer reviews and testimonials
- Ensure you have a trusted website that’s secure, mobile-friendly, easy to navigate, and has a professional design
- Create consistent messaging across all platforms
- Create a Google My Business profile (especially if you have a storefront)
- Review and monitor social media analytics (Are you steadily gaining followers? Are you getting good engagement on most of your posts?)
Of course, managing all of these digital marketing tactics while also navigating quality control for your products, legal and regulatory changes, and orders is… overwhelming. Plus, you need to stand out — and fast — if you want to increase sales. To do that, you might want a digital marketing partner.
Find a Marketing Partner You Trust
If you’re ready to take your CBD brand to the next level, find a marketing partner you can trust. At Volume Nine, we’ll work with you to help you rise above the noise of the already-saturated CBD market to build brand loyalty and ultimately grow your bottom line. Check all of our brand capabilities to learn how we can help you and your CBD brand.
Interested? Contact us to get started today.