CBD popularity is exploding nationwide; sales are expected to top $5 billion this year -- a 700% increase from 2018. With so many products available, it's important to distinguish your CBD brand from the rest. The best way to do this is by strategic advertising, and we’re here to give you some vital tips on how to accomplish this.
1. Strategically Target the Right Customers
Under the 2018 Farm Bill, CBD products are now legal in all 50 states, meaning you can target customers all over the United States. However, different customers require different ads, so you must utilize contextual and behavioral targeting to create messages that speak directly to a specific audience. For example, create an ad campaign that showcases the benefits of your CBD brand to a Yogi. Then place that advertisement on lifestyle websites that speak to that specific audience.
2. Emphasize Health and Wellness
CBD brands should follow the example set by the dietary supplements industry and emphasize the therapeutic benefits of their products. Center your marketing campaign around health and wellness themes rather than references to marijuana. Utilize client testimonies on your website to increase your credibility and build your brand’s reputation. If you have great customer reviews, highlight them! This will only help build trust with potential customers and convince them that they need to try your product.
3. Don't Make False Medical Claims
Recently, three CBD companies have received warnings from the Federal Trade Commission for making unsubstantiated medical claims about their products. According to its press release, the FTC warned these companies that it is illegal to assert that their product can cure or treat serious medical conditions without supporting “competent and reliable scientific evidence.” So, while you should emphasize your product’s health and wellness benefits, don’t go too far and make false medical claims.
4. Content is King
With so many CBD products available, it's easy to get lost in the mix. Additionally, many people still don’t understand what CBD is, or how it can benefit them. That's why you must set your brand apart with catchy, memorable advertising that grabs customers' attention and draws them in. Then, in order to keep them engaged it is pivotal that you provide educational content that speaks to the benefits of your products. It is incredibly important that you use your brand's website and social media to provide content that engages your reader and keeps them coming back for more.
5. Create Opportunities for Recurring Revenue
When someone orders your product, make sure to keep their email on file to send them promotions, new product alerts and more, but don’t be too pushy or they will lose interest. A great way to create recurring revenue is by offering a membership program that allows customers to receive monthly supplies of your product. Or you can initiate promotions that encourage customers to refer their friends in exchange for discounts. Make your customer feel like a VIP by providing exclusive promotions that make them excited to purchase your product.
Vana Can Help You Achieve All This And More
Advertising campaigns are a lot of work, but are increasingly vital to the success of your company. If you’re not sure where to start, don’t worry! Vana is here to provide your brand with all the tools it needs to mount an effective digital advertising campaign. As the most trusted name in cannabis advertising, Vana can help your brand reach over 250 million consumers per month. To learn more about what Vana can do for your CBD brand, click here.