- Posted by Liz Cantrell
- On March 8, 2018
- 0 Comments
Pain, cancer, inflammation, mood; there’s no shortage of ailments that CBD has been associated with treating. Celebrities such as Morgan Freeman and Michael J. Fox have gone on the record about their experiences, with some even starting their own CBD businesses.
This chemical compound, also known as Cannabidiol, has also been no stranger to political scrutiny, along with the rest of the marijuana industry. Though not all CBD products contain the psychoactive chemical in cannabis, THC, it’s still subjected to the same hurdles and pitfalls of pot. Despite the legal limbo, CBD oil, topicals, vape pens and edibles have entered the market, and the demand shows no signs of stopping.
Savvy entrepreneurs, head shops, and dispensaries have already dipped their toes into an industry that is projected to be valued at over $60 billion dollars by 2024. So if you’re ready to get your feet wet, there’s no better time than now to start your company and make a killing by helping the living.
So just how do you market your CBD products?
Know Thy CBD, Know Thy Market
First, if you’re a dispensary owner, or are familiar with the industry, you already know that the FDA is keeping an eye on your messaging. So, make sure to brush up on your legalese, first and foremost, to avoid the headache of dealing with a government agency that’s way behind on the times.
Secondly, educate yourself, your staff and everyone you know about CBD. Know the science, the slang, the studies and the products. There are so many people, medical marijuana patients or otherwise who don’t know what CBD is, or how to find it. So even if you’re just informing your medical marijuana patients about high-CBD strains, get the message out there.
It’s important to get the messaging out there for non-psychoactive CBD products as well. Many consumers don’t want to feel “high,” especially those who have to work, older patients, or anyone with unpleasant past experiences. Suggesting CBD topicals such as lotions, patches, or even bath products can be less intimidating for those seeking relief from the physical symptoms. Educating them with confidence and compassion will outweigh any phony sales pitch.
While you’re planting your roots within your community, whether through an established business or just your social circles, it’s important to get online. But before you go drafting up an ad for your hot new CBD oil, understand that since it’s technically a marijuana product, you’re going to face a few difficulties.
Some of the major advertisers including Google, Facebook, and Instagram have strict rules about what they deem appropriate paid ad material; so don’t be surprised if your ads get rejected.
To compensate for the potential lack of ads, make sure your website is up and running without a hitch. You want to show customers that you’re a legitimate operation offering quality products, so it’s your best bet to make your website fast, user-friendly and full of good content. SEO is going to be your rock online, so make an effort to optimize your site and update it regularly.
Social Media as a Power Tool
While everyone likes dog pictures and memes, a lot of businesses out there fail to see how platforms such as Facebook and Twitter can benefit their company. The truth is that even the most boring, basic stores or services can use a dose of social media ingenuity. It’s about community, and it’s about your brand.
There’s a lot of balance involved with a successful social media campaign for CBD businesses, constantly re-sharing blog posts or images with little to no audience engagement isn’t going to do you any favors. So take a step back and look at who you follow on social media: why do you support them? What do they do or say that you like? What are people actively liking or commenting on?
Maybe those posts inspire you, give you useful information, maybe you follow these pages and profiles so you can be the first one to know about a new product. The point is: there should be a point. Craft posts that are interesting to you and your demographic, don’t post for the sake of posting. Not every update should be a sales pitch for CBD oil, keep things interesting and don’t get set in a mindset of your success being determined by page likes, retweets or conversions. Build your following, build your brand and the rest will follow.
Influencers: Proceed with Caution
There are some other ways to market your CBD product line that aren’t as straightforward as website design, SEO, and social media, but they might be something to consider if you’re feeling dangerous.
A popular new method that CBD companies are doing is reaching out to popular Instagram celebrities, bloggers, and social influencers to get them to post about your goods. This can be risky business though, as the ROI on these sponsored posts can be minimal, or even backfire if you’re not careful. Some digital celebs charge a hefty fee for a shout-out, so if you’re thinking about influencer marketing, know what you’re getting into before that Venmo exchange.
Be Excellent to Your Customers
If you sell CBD, you already know how much it can change someone’s life; now you just have to get the message out. Talk to your friends, your friends’ friends, and their friends. Host a CBD party at you mom’s house or open up your own CBD store. There are creative ways of getting around online ad restrictions.
If you’re serious about marketing your CBD business online, whether you’re a dispensary or not, get in touch with us at Marijuana Marketing Xperts. We’re digital marketing professionals who understand and believe in the cannabis industry. Our team is well versed in kick-butt SEO, stellar website designs, social media, programmatic, and print ads so you can focus on the big picture.