If you have a newly established CBD business and are wondering how to begin marketing your products, this article is meant for you. It will share some tips on finding your target market, and how to go about advertising to the consumers you want to reach. It might seem to be a little overwhelming, but don’t worry it’s easy once you have it all planned out and organized.
How to Find Your Target Market
So the first thing is to locate your target market. How many consumers use cannabidiol products on a regular basis? What are the best markets for selling CBD edibles in the U.S? A recent study concluded that as much as 14% of the adult population of the United States uses CBD products daily. While 14% may not sound like a lot, that means that 50% of adults are not using it and some have not even tried it at all. That is an untapped market right there. Since the legalization of hemp products for agriculture, CBD products derived from hemp are becoming increasingly popular. CBD edible products and CBD oils have gained popularity and their sales continue to increase daily. Introducing CBD products into a group that has never tried it is a great way to get your product out there and to the people who may need it and not know it yet. What you want to do here is not focus all of your efforts on that 14%, but spread them out over the whole larger demographic. Most likely that 14% will purchase your products because they are already familiar with the benefits of CBD oil and regularly use the products, but the ones that don’t use it yet might be curious enough to try some to see if it is worth it to them.
Figure Out Your Target
We already know that a large portion of adults in the US are older people with pain management issues, stress, anxiety, arthritis, and trouble sleeping. Older adults suffer more debilitating conditions than younger adults and would benefit from the use of CBD. Also, more western states have legalized cannabis and hemp-derived CBD than those on the east coast (very few) and the middle states (those in the bible belt) not at all, except for North Dakota which allows medical use. So, your target market should include older adults, men and women 50+living in the western states.
Forms of Marketing
When it comes to marketing and advertising, there are strategies that have proven to be effective at marketing products online.
- Content marketing
- Blogging about CBD topics
- Affiliate marketing
- Influencer marketing
- Social media marketing
- Hiring a digital marketing consultant
Even though hemp CBD is legal in many areas, you have to be careful about how you word your marketing campaigns. The FDA prohibits marketing that uses claims of health benefits or as a treatment for pain. It is not allowed to advertise your product as having health benefits because there has not been enough scientific evidence to back up such claims.
Some social media sites like Facebook, Google Ads, and Twitter don’t allow advertising CBD products on their platform. Instagram isn’t so restrictive but it is better to market indirectly on Instagram.
Content Marketing With Lead Magnets
A lead magnet is a tool you use to draw people in to check out your product or service. It can be an ebook that you sell or give away for free, a report or white paper, or a downloadable chart. It is anything your visitor may find to be of value or beneficial. This could be a report on the “Top 10 Best CBD Products for Insomnia,” or something similar. You need something informational that you can offer to your visitors as a thank you for subscribing to your channel or email list. If they sign up using their email address you can add it to a master list and market to them through email as well.
Content Marketing With Blog Articles
Blogs focused on CBD or cannabis products would allow you to post your articles as a guest post if you asked and follow their requirements for posting. You would need to contact the blog owner and ask about guest posting. They often allow 1 link in the bio section back to the author’s website. Buy advertising space on private blogs. Besides guest posting, some blogs will allow you to rent space on their blog for a monthly recurring price. You may be granted a space in the sidebar for 1 ad. This and guest posting can be combined for better results. You would need to use this same strategy with several blogs.
Infographics on Instagram and Pinterest
Visual marketing is highly effective on these two channels. Infographic charts with a lot of statistics get noticed most often. You might also get an influencer to let you advertise on their page for 24 hours. This is often a highly effective method, especially if the influencer is well known in the target market.
Affiliates are people you hire to sell your products and advertise for you. They receive a commission for each sale that they bring to you. So you will have your own advertising efforts, plus those of others working for you to get the word out about your product and get visitors to your sales page.
Marketing Tips for Selling Online:
1. Focus on Your Content
Make sure you have lots of informational content written with SEO in mind. It should be informative and interesting with lots of facts and statistics. People love numbers and seem to click on things that have a lot of statistical data.
2. Find Profitable Keywords
This is important for SEO and getting your content ranked in the search engines. Your blog content should incorporate the same keywords to get your site content ranked as well as your articles and guest posts.
3. Create an Affiliate Network
This is an important step but it may take you a little time to accomplish since you’ll need affiliate codes and banners for the affiliates to put on their site to refer customers.
4. Hire a Digital Marketing Consultant
If you have trouble getting your marketing campaign to work for you you always have the option of hiring a digital marketing consultant to offer helpful advice. He or she may be able to offer a suggestion that you hadn’t thought of. Don’t overlook any opportunity for help.
5. Create an Email Marketing List
You should collect and store all the email addresses of everyone who signs up on your website or subscribes to your blog. If they give you their email address it gives you permission to send them marketing materials in the future since you have already established contact. That doesn’t mean you can spam them though. Send out ezine letters and email occasionally, such as when you get a new product or have changes coming up.
While many platforms restrict or prohibit advertising of CBD-related products, there are those sites that do allow it and find like-minded channels or blogs may open up more opportunities. Some sites allow hemp-derived CBD products only, and others none at all. It takes time to get to know which platforms will allow you to market on them. Facebook is considering hemp-derived CBD but has not made it official. You can still effectively market your CBD edibles and oils on many private blogs, websites, and through some social media channels.