Over the last few years, CBD has caught the public eye and been under close watch because of its almost-magical effects. And with its recent legalization in the United States, there’s been a constant talk of CBD popping up everywhere.
CBD (Cannabidiol) is the active ingredient in Cannabis that gives it a variety of medicinal, healing properties. A growing amount of evidence suggests that CBD can be an effective treatment in several chronic health issues. Anxiety, depression, inflammation, pain, cancer, and epilepsy are just a few of the common chronic issues that CBD can effectively treat.
However, before its explosive launch into the world of health food, there was a lot of controversy surrounding CBD. This negative connotation has carried onto the new decade as well, with major advertising avenues being cordoned off for CBD companies.
Banned from traditional ad networks
Indeed, almost all social media platforms from Facebook and Twitter to YouTube and even Snapchat have placed restrictions on paid advertising related to CBD products. What this means is that unless you’re an established, big-name player in the industry, it’s challenging to promote your brand through traditional means.
This is why a lot of smaller CBD companies have turned towards marketing strategies that focus on organic growth. Their objective is to increase brand awareness and improve sales through
- Strong SEO
- Unique branding and development
- Rich, engaging websites
- Viral content
- Earned media
The problem with this strategy, though, is that while organic growth is more sustainable with a better conversion rate, it is slow and energy-consuming. For any brand that wants to grow and keep pace in an explosive industry, scale and expansion are vital. This is why paid advertising is the need of the hour for the vast majority of CBD companies.
So if social networks are a no-go, what options are left? Let’s take a look at some of the top ways how to advertise CBD online.
If you can temper your ads to be not too direct, and sidestep words/phrases relating to banned terms, you could very well run ads on the Google network. Google ads probably have one of the best conversion rates of all advertising platforms with hyper-targeted demographics and audiences, helping you reach a highly interested, but untapped market.
However, Google can suspend your ads at any time, with your account itself being put into jeopardy, making this is a risky proposition.
This is one of the most effective ways of promoting a CBD brand while reaching a niche, targeted audience. The best part is that you can advertise your brand/products in the same social media networks that would restrict you otherwise. However, CBD influencer marketing can be a tricky proposition that could backfire if you do not choose the right influencers. While wasted ad spends on broader, less engaged influencers can be chalked off, reputational damage could be irreversible.
This is where an experienced firm like Cannabound, with its massive influencer network, makes a difference. With some of the most popular influencers and publishers from the CBD market, Cannabound can help you reach a broad audience at a fraction of the cost.
Here are some more tips for CBD Influencer Marketing.
Be sure to follow these CBD influencers on Instagram.
Display Ad Networks
Display ad networks are niche platforms that allow you to publish native ads on sites related to CBD. Publishers offer their ad space, and advertisers pay to use that, bridging a gap while circumventing bans by social media giants. You have multiple options to choose from, including native ads, banners, press releases, etc.
If you want customers with high LTV (long term value), a strong affiliate marketing strategy is imperative. Since all their earnings are commission-based, having a good group of publishers in your network would substantially increase targeted traffic at low prices. This is the reason you’ll find even the biggest brands offering high affiliate payouts.
Third-party websites that republish content and place your ads along with them is a viable, if not exponential, strategy. The idea is very similar to the display ad network, wherein you’re leveraging your content to increase brand awareness. While this may not get you a ton of conversions, it supplements other methods listed here.
Podcasts have grown exponentially over the last few years, and they cater primarily to a very engaged, young audience with money to spare. This is a potent combination, especially when listeners support and have faith in the speaker. While podcast ads may be expensive, finding the right show could open a whole new market for your brand.
Local print ads, billboards, flyers, and other traditional media can always be experimented with. While their success rate cannot be determined given the numerous variables across different regions, trial and error will still net the best results.
Cannabis Social Networks
They may not be as popular as the traditional social networks, but sites like Weed life and Leaf Wire bring together people of diverse backgrounds with a common interest in Cannabis. Some networks are straight-up directories where having your company listed would significantly increase your profile, others are more conventional social networks that connect people.
Advertising in these platforms would significantly enhance your brand value and drive growth as well. And what’s more, there are minimal restrictions or regulations that you need to be worried about. As long as your products are legal and FDA approved, you’re good to go.
Are there any strategies we’ve missed out on? Let us know about it in the comments below.
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