In the next decade, the CBD is expected to grow and reach numbers up to $24 billion. That’s right $24 BILLION!
We’ve seen many CBD companies rise and fall in 2019 (a lot has fallen). But those who are thriving has taken advantage from current CBD marketing strategies such as influencer marketing, Instagram following, e-mail, SEO, programmatic, etc.
Due to this strict, unregulated CBD space, big traffic sources such as Facebook and Google aren’t allowing CBD products to be advertised on their platform. Most CBD companies don’t know how to deal with policy violations and bans on their accounts (personal and business).
This doesn’t mean marketing CBD isn’t possible. In 2019, many CBD brands have reaped huge revenue numbers from correct branding, SEO (blogs, news sites, PR, etc), e-mail marketing, and yes, even Facebook and Google.
If you own a CBD brand or company, here are 5 marketing tips for 2020:
No, SEO isn’t dead. For many CBD companies, their main source of revenue comes from Search Engine Optimization. Although it is VERY difficult to rank on Google’s 1st page for popular keywords, it doesn’t mean it’s impossible.
Here are some tips to optimize your website to be more SEO compliant in 2020:
- Proper keyword research. Use SEO tools like SEMRush or Ahrefs to properly review keywords that people are searching for.
- Long Tail Keywords. It’s nearly impossible to rank page 1 on Google for keyword such as “CBD”. Try focusing your content around long-tail keywords such as “benefits of CBD for sleeping” or “where can I find CBD in Colorado”. Although your reach will be small, you’ll hit your target demographic with some long-tail keywords.
- Useful Content. Make useful, enjoyable content for your consumers. Most of these CBD companies are just in it for some fast cash. If you want to thrive as a CBD company, you better put your face on the brand. Tell them your story. Tell them why they should buy from you. A great story sells.
- YouTube. Alongside great content, YouTube videos are a must. Not only do you rank higher with YouTube videos in your content, you provide a face for the company. Someone to trust in. Brands like Joy Organics do amazingly well with SEO because they provide high-quality content in all forms including videos.
- Publish unique content everyday. Hire content writers, post on social media, make videos, DO IT ALL!
2. Influencer Marketing
Influencer marketing has played a huge role in growing CBD brands the past year. Companies such as cbdMD, Beam CBD, cbdFX have all utilized influencers on social media platforms such as Instagram, TikTok, and Youtube. Although you don’t need to find influencers with 1 million followers, you need to take advantage of these platforms immediately.
Here are some tips for influencer marketing for CBD in 2020:
- Know your target demographic. Most CBD companies sell the same stuff and claim they have the best CBD. You probably don’t, anyways. Instead of selling what everyone else is selling, focus on a niche and find that core demographic. Companies like cbdMD target and sponsor athletes from all sports. CBDMedic is only focused on CBD topicals sponsoring athletes such as NFL champion, Rob Gronkowski. Define your core audience first.
- Find the right influencers. Once you define your core audience, you can start finding the right influencers to push your product. It doesn’t have to be a travel Instagram model with 1m followers. Your influences can have anywhere between 10k-100k followers. With the right posts and target audience defined, this can be a great source of ongoing revenue.
3. E-mail Marketing
Yes, people still read e-mails! E-mail marketing is set to become more and more popular within the next few years. If you’re not curating a list of e-mails for your company, you’re missing out on a whole list of benefits that come with e-mails. Not only can you sell your products and run promotions with e-mails, you can do a whole lot more.
Here are some tips to use e-mail marketing for CBD in 2020:
- Lead magnets. Most people won’t buy from your CBD store the first time they visit your site. CBD consumers are educated enough to do their own research and due diligence before making an average CBD order of $100. Before they leave your site, provide a free e-book or something where they can enter their e-mail. Now that you have their e-mail, you can start promoting your brand with a list of curated e-mails that sell your company’s story.
- Custom Audiences. If you’re creative enough to advertise on Facebook without getting policy violations, then you’re probably smart enough to use your list of e-mails to create custom audiences, lookalike audiences and utilize Facebook’s algorithm to help you find more customers.
- Damn good e-mails. No one likes boring e-mails. Spice up your e-mails with your personal voice specific to your core demographic.
4. Messenger Marketing (Messenger Bots)
Just like e-mail marketing, getting subscribers through a third-party messenger service such as ManyChat or ChatFuel is a must. Messenger bots can help increase sales, reduce costs, and help automate a huge part of your business which is customer service! If you set up your messenger funnels correctly, you save big while making more money!
Here are some tips to use messenger marketing for CBD in 2020:
- Personalize it. Again, don’t be boring. When setting up your funnels and chatbot settings, add a personal touch! You can do this by sparking conversations as you would your friends via text messages. Add emojis and gifs to make it funny but don’t overdo it. Don’t be overly aggressive and annoying. There’s a fine line and I’m sure you know what that is.
- Provide value. People love free stuff! Give them a reason to sign up by providing a free e-book or a sample to your product.
- Collect emails. Once they sign up to your bot, ask them for their e-mails – give them an incentive to sign up to your lovely newsletter.
- Be Responsive. If your audience still have any questions, they can ask via the Chatbot. Check your messages daily and get back to them as soon as possible (less than 1 hour is ideal!)
5. Facebook and Google
Yes, marketing on Facebook and Google is possible if you know how and aren’t afraid to get your hands dirty and spend some money. Yes, you will get bans and policy violations. Yes, you will have to be creative. Yes, you might need to cloak Facebook and Google bots and reviewers. Yes, it will be expensive.
But if you are a CBD brand/company, are you really not going to try marketing on two of the biggest traffic sources? I didn’t think so.
Here are some tips to market CBD on Facebook and Google in 2020:
- Be creative. Use grabbing photos, ad texts, headlines that let consumers know that you are a CBD (health and wellness) brand.
- Don’t be stupid. Clearly, don’t use terms like CBD, vapes, tinctures, cannabidiol in your ad. Think outside the box when it comes to writing ad copy and creating ad images.
- Warm up your Facebook account. Yes, don’t dive head first into marketing your CBD products with an account that has $0 spend on it. There are different spending thresholds that Facebook has. We recommend spending upwards of $250 to $500 in clean ads before selling anything CBD related in your ads. (Told ya it’s gonna be expensive).
- Create amazing funnels. You’re getting FB and Google traffic. Great. Now it’s time to sell them your products. Don’t just redirect them to your homepage, it probably sucks and they won’t be sold on buying from you. Create custom landing pages, funnels, and tell them why your products are so great. Keep on optimizing until your conversion rates are through the roof. Clickfunnels are a great place to start.
- Use a cloaker. If you don’t know what a cloaker is, Google it.
- Side note – TheHempTrust provides CBD marketing services starting in 2020 for select brands that meet certain requirements. If you need marketing services, please don’t hesitate to contact firstname.lastname@example.org.
2020 is set out to be a great year for CBD businesses around the world. If you don’t have your marketing down to a science, we suggest you get started immediately! We hope this helps and look forward to a new decade. Cheers.