CBD marketing and creating a CBD brand would be challenging enough on its own, but then add in the complex regulatory environment surrounding the use of CBD products, and you’ve got quite the challenge on your hands!
Today we attempt to break down the process into digestible chunks that you and your team can accomplish piece by piece. Marketing a CBD brand is crucial for building brand awareness and generating sales. Here are some tips on how to market your CBD brand effectively
Table of Contents
Develop a Strong CBD Brand Identity and Stick to It
A strong brand identity is key to standing out in a crowded market. Your brand identity should be built around your values, your mission, and your brand’s unique selling proposition for customers. Use your brand identity to differentiate your brand from your competitors and communicate your brand’s message effectively.
To develop your brand identity:
- Use your values, mission, and selling proposition to create a memorable and visually appealing logo
- Choose a brand color scheme
- Create a brand voice and tone that reflects your brand personality
- Maintain stylistic consistency across your entire outreach, including your website, social media, packaging, and advertising
- Regularly evaluate and refine your brand identity to ensure that it continues to resonate with your target audience
Highly Present Online CBD Marketing
With the rise of e-commerce, having a strong online presence is crucial for CBD brands. This lets your potential customers interact with you and emotionally connect with your brand. Here’s how to boost your online presence:
- Develop a content strategy. Your content strategy should align with your brand and resonate with your audience. Consistently produce high-quality content that adds value to your audience — quality over quantity, but quantity helps.
- Engage with your audience. When you respond to comments, messages, and
reviews, do so in a timely manner and be authentic. This shows your audience that you care about them and their opinions.
- Make use of social media. Use social media platforms like Facebook, Twitter, and Instagram to build brand awareness and engage with your audience.
- Collaborate with other brands. Work frequently with other brands in the CBD
world to reach a wider audience and build credibility.
- Develop a user-friendly website. Your website should be optimized for search
engines and contain clear, informative product descriptions (and pictures!).
CBD Influencers Get You Visibility — Partner with Them
Influencer marketing is a popular and effective way to build brand awareness and increase sales. Find influencers who align with your brand values and have a significant following on social media. Collaborate with them to promote your products and reach a wider audience.
Here’s how to do it:
- Find the right influencers. Look for influencers who align with your brand values and target audience and have an engaged following. This is a really important step — don’t join forces with people whose messaging style would conflict with yours in a bad or embarrassing way.
- Initiate a conversation with a personalized message. Your introductory message should explain why you want to work with them and what you’re looking for in the partnership.
- Set clear expectations. Clearly outline what you expect from the partnership,
including deliverables, timelines, and compensation.
- Give them creative freedom. Influencers are creators, and it’s important to let them have some say in finding the best way to showcase your brand in an authentic way that resonates with their audience.
- Use metrics to measure success. Track the success of the partnership by setting measurable goals and using analytics to monitor the impact on your brand.
Educate, Educate, Educate on CBD
Amazingly, many people are still unsure about the benefits of CBD products and may be hesitant to try them. This is a problem we fix by educating our audiences.
Focus on creating informative content that helps potential customers understand the benefits of CBD and how it can improve their health and well-being. Use your website, blog, and social media platforms to share this content with your audience.
Your educational material should be part of your sales funnel, but it’s also important to educate for the sake of educating without a hard sell — that builds trust and legitimacy with your brand. Share information on things like benefits, CBD dosage, and different ways to take it.
Target Your CBD Audience Precisely
Advertising is an essential component of reaching potential customers and generating sales. However, advertising regulations for CBD products are complex and vary by region. Work with a digital marketing agency that has experience with CBD advertising to ensure that your ads comply with regulations and are reaching your target audience.
If you are doing this work on your own, start by creating detailed customer personas, conducting market research, and using analytics tools to track website traffic and user behavior. Utilize social media, search engine optimization, pay-per-click advertising, and email marketing to reach your target audience where they are most active online. Continuously analyze your efforts and adjust your strategies to optimize your results.
Lure Customers with CBD Promotions and Discounts
Everyone loves saving money, and promotions and discounts are a great way to attract new customers and encourage repeat purchases. Whether it’s a discounted CBD subscription or a one-time money-off code, it’s a great tool to gain customers.
Offer promotions and discounts through your website and social media channels to generate sales and build customer loyalty.
Prioritize Customer Service and Quality Product
Both your customer service and your product quality can make or break your brand.
To offer great customer service, prioritize listening to your customers’ needs and concerns, responding to them quickly, and going above and beyond to exceed their expectations. Make sure you have a well-trained customer service team that is empathetic, patient, and knowledgeable about your CBD products. Give customers a choice of how to contact you — phone, email, chat, social media, and so on — to make it easy to get in touch.
Have checks in place to ensure that your products are of high quality. Word-of-mouth is a powerful marketing tool, and satisfied customers will help spread the word about your brand.
Marketing a CBD brand requires a strategic and multifaceted approach. Follow these steps, and you’ll be well on your way to reaching the audience you deserve.
Advertise On Flavor Fix
We built Flavor Fix for two reasons:
- To help brands connect with people interested in cannabis, CBD and alcohol.
- To help people find the best cannabis, CBD and alcohol brands, info and services
Here are some Flavor Fix numbers:
Flavor Fix Media Network
1+ billion impressions (total potential reach)
Google Search Impressions
75+ million (Google Organic Search)
Google Search Impressions (Monthly):
11.7+ million (Google Organic Search)
New Unique Visitors (Monthly):
9,000+ (Highly engaged and segmented by Interest)
Email Click Thru Rate:
29% – 35%
I’m a marketing manager at one of the top brands in the cannabis space. One thing I can say for sure is businesses need to build communities online. The cannabis space is yet to mature and hence patients are still looking for recommendations by friends or by people online. Word of mouth is still one of the key ways sales happen in this space.