CBD Advertising: What You Need To Know
Read our 8 things you need to know about CBD advertising before spending a penny.
Growing Your CBD Brand Online
Do you work in the cannabis industry as a CBD brand? You’re in luck. Today I’m going to show you how to promote your CBD brand online.
Did you know?
“The North American cannabis industry is expected to reach $16 billion by the end of 2019.” – (Source)
CBD is projected to bring in a total revenue of $1.6 billion in the United States by the end of 2021.
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Market Watch sees the CBD (cannabidiol) becoming one of the fastest-growing trends in consumer goods, making it difficult to ignore.
Unfortunately, almost all major online advertising platforms like Facebook, Instagram, Google, Amazon, and Snapchat do not allow CBD companies to promote their products. This leaves CBD companies to find alternative ways to generate awareness and build their brands online.
Only recently has Facebook relaxed its policy on promoting CBD products a bit. However, all CBD brands are still unable to advertise CBD products or related posts on their business page.
At Four Peaks SEO, we’re always looking into new methods for building on trending markets, including CBD. Using the power of creative SEO and more, we can generate the awareness CBD companies look for, building greater brand recognition.
A CBD brand can and should double down on educational and informative content pieces to generate awareness, presenting facts all the while busting the myths surrounding CBD. Like any new brand though, it takes time to build.
So how can CBD brands advertise their products despite the current restrictions on most ad platforms?
1. Facebook Advertising
Jake, you just said Facebook is one of the restricted platforms.
Yes, that’s correct. I did mention Facebook is one of the major online platforms restricting advertising CBD products.
There’s a caveat to this restriction.
Facebook now allows advertisers to run ads for topical hemp. And advertisers can run ads that direct the visitor to a landing page featuring ingestible hemp and topical CBD. However, they cannot specifically feature those products.
The difference here is Facebook is prohibiting ads for ingestible CBD, even ads directing to landing pages for those products.
“Our policy remains the same: We don’t allow people to promote CBD or ingestible hemp on Facebook. The update to non-ingestible hemp was made months ago.” – Facebook Spokesperson.
2. Display Advertising
Even though Google has, at this time, barred CBD ads, it doesn’t mean display advertising, in general, is impossible.
FieldTest is one such display advertising network that allows advertisers to display inventory on websites allowing CBD-related ads to run on their sites.
Using FieldTest is a great way to raise brand awareness and traffic, respectively, via inventory outside of Google Display Network.
3. Influencer Marketing on Instagram
Like Facebook, Instagram has some workarounds for marketing CBD brands. Influencer marketing works in the same manner but on Instagram.
A great way to raise CBD brand awareness is to partner with influencer’s. Influencer’s enable CBD brands to reach a wider audience through organic posts.
While it’s great to go after influencer’s with massive followings, it can be just as effective when using smaller influencers.
4. Use Native Advertising
Native advertising uses paid ads to look and feel like natural content in social media feeds.
“Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don’t really look like ads. They look like part of the editorial flow of the page. The key to native advertising is that it is non-disruptive – it exposes the reader to advertising content without sticking out like a sore thumb” – (Source)
Thankfully, there are strategies using native advertising that help navigate beyond restrictive policies. Here’s a great example with the Native Advertising platform “StackAdapt” on the Cannabis Industry.
5. Affiliate Marketing
Affiliate marketing is a wonderful and low-risk method for generating qualified traffic to your CBD brand. This is because affiliate fees are based on performance i.e. % commission based on sales of your products.
Use trusted affiliate networks like ShareASale, CannAffiliate, and Clickbank to generate brand awareness and boost your sales.
6. Podcast Ads
Podcast ads are one of the lowest forms of advertising right now but are expected to rise soon. However, they are being used by CBD companies.
Midroll is a great platform that acts as a go-between for podcast producers and advertisers. This enables CBD brands to advertise with relevant podcast shows and listeners alike.
A few fun facts about podcasts and podcast advertising (source):
- Podcast advertising spend is expected to double to $1.6 billion by 2022.
- 76% of U.K. podcast listeners say they have acted on a podcast advert or sponsorship message.
- 44% of all monthly podcast subscribers are aged between 18-44, perfect for brands looking to reach a younger audience.
Podcast advertising can be an effective and unique approach for building brand awareness all the while building an engaged audience.
7. Advertise at Networking Events and Shows
Networking events and shows is a wonderful method for getting face to face with your desired audience.
This is your chance to educate and inform the public on the benefits of CBD all the while dispelling any myths.
8. Creative SEO Campaigns
Simply put, the Cannabis Industry LOVES SEO.
There are many avenues of approach through content marketing i.e. blog content. That’s why!
By using data-driven keyword research, optimizing for user intent and other relevant factors, you can drive qualified traffic to your landing pages, boosting your CBD sales.
The CBD space is becoming more saturated by the day so it’s important to cover all the bases before launching any kind of marketing campaign for maximum results.
By creating a solid foundation through creative SEO, PR activity, and more, you can educate consumers with thought leadership content, build an engaged community all the while building your CBD brand.
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At Four Peaks SEO, we can help implement all four of these phases for you so you can get back to doing what you love: running your business.