With all the inroads cannabis has made in the past couple of years, it seems that branding CBD oil shouldn’t be all that difficult.
After all, there are all sorts of online and offline tactics marketers can employ to promote CBD-based or hemp-based businesses, right?
Well, yes and no.
There Are Certain Challenges for Branding CBD Oil
Even though hemp is now legal in most of the United States, it will still be heavily regulated. That’s because it continues to get a bad rap.
You can thank the “war on drugs” that started in the Nixon-era. And here’s the irony:
There is mounting evidence that CBD oil has major and discernible benefits for a wide variety of diseases. This makes it a highly viable product with a huge potential market.
But thanks to Nixon’s legacy that was reignited with jackhammer enthusiasm during the Reagan-era, there’s a cultural bias against hemp or anything that smacks of drugs.
So what’s a CBD oil business to do to market itself? Well, we’ve got a few tips for navigating the challenges.
Know the Rules of Social Media
Then be sure that your CBD brand has a social media presence.
Although marijuana and to some extent CBD (by proxy) are taboo on Facebook, Google, and YouTube, there’s no rule that says that CBD brands can’t have a social media presence.
Just as in so many other areas of life, you need only know how to play the game.
It’s totally kosher to run generic ads, as long as the copy and images don’t actually reference CBD or, and this a big one, its ability treat anything. That’s a big old no-no.
So if you’re attempting to brand your CBD products, you have to instead develop the brand story around a targeted audience and share relevant information with them.
Which brings us to our next tip.
Embrace Content Marketing
As we mentioned above, there is cultural bias against hemp. And that’s because there’s just not enough meaty information out there on it or CBD products.
This is what makes content marketing essential for your CBD company.
You need to build authority and legitimacy with your target audience. So start with a blog that’s chock full of educational and interesting information.
Also, invest in educating consumers on your product. Create infographics for your website. Write a complete guide on CBD. Show potential customers that they can rely on you.
People who are interested in trying CBD have a lot of questions. They’re more likely to buy product from those whom they perceive as experts in the field.
Speaking of having questions…
Have a Physical Location
We’re not talking about dropping a bunch of capital into J.T.’s CBD Emporium.
But if you’re running your CBD business solely via the internet, you’ll be able to accelerate and fill the funnel a lot more quickly if you have a physical location where customers can buy your product.
And, even more importantly, where the customers in tip #2 above can have their questions answered.
If possible, find a reputable and professional business that is willing to sell your CBD oil. For example, a doctor’s office, addiction clinic or pharmacy are good places to start.
Don’t forget about pet stores too. CBD for pets is a burgeoning market and pet owners will, once again, have a lot of questions.
Behold, the Power of Email Marketing
A killer content marketing strategy and informative blog are crucial.
But once you have readers, you ultimately want to get them on your email list. This is where you may want to offer lead magnets to site visitors in exchange for their email address.
What’s a lead magnet?
It’s just a fancy way of saying “an incentive.”
For example, offer a PDF that explains the secrets to beating post workout pain if they’re willing to give you some contact information. (Again, just be sure to not directly mention CBD or hint around that it treats anything.)
In addition, consider developing a regular CBD education-focused e-newsletter you can send to their inbox each month. It’ll drive curious consumers to your website.
Get Some Influencers
Back in the social media realm, some CBD oil businesses are utilizing influencers to market their product.
Rather than just looking at the number of followers an influencer has, it’s really important to consider who your influencers are and what they do.
For instance, a 21-year-old fashionista with 100,000 followers may not really speak to the audience you’re attempting to find.
So stick with influencers who are relevant to the CBD oil industry. Athletes, wellness experts, and even yoga and fitness instructors fit the bill.
Marketing CBD Oil Just Requires a Little Creativity
Because of pre-conceived notions and legal grey areas, branding CBD oil can be a little tricky.
But with cannabis marketing experts at the helm, you can be sure your brand will make a name for itself.
So contact us today. We know how to work around all the legalities to keep your brand in the limelight… and out of trouble.