5 Tested CBD Marketing Agency eCommerce Tips and Tricks
Use our CBD marketing agency tips and tricks to successfully and purposefully break into this growing market rife with opportunity. According to Market Watch’s 2020 study, the global value for the CBD marketplace will grow to over $1.2 billion by 2024, up from 2019’s value of $311 million. Some optimistic analysts predict even higher growth. Still, a CBD marketing agency would advise any new brands to prepare for challenges. For instance, startup companies need to focus on product differentiation in a competitive marketplace. Also, many consumers still don’t really understand how CBD might benefit them or even exactly what it is. Consider some informed CBD eCommerce tips to help inspire a robust, effective, and safe marketing plan. The CBD marketing agency guide for eCommerce Even though CBD comes from cannabis, it’s not psychoactive, like THC. Also, unlike THC, another cannabis extract, the 2018 Farm Bill made CBD legal federally and in most states. Studies have offered support for claims that it can help relieve a range of health issues, including seizures, migraines, insomnia, inflammation, poor appetite, and anxiety in both people and animals. With all of these benefits, it’s important to understand that the growing popularity of the product and ease of entering the market have generated plenty of competition and more than a little scrutiny from the government. Five ways to improve CBD product sales These five CBD advertising and marketing suggestions can help a new or struggling CBD business meet competition and stay out of trouble with regulators: 1. Define the Product’s Market It’s impossible to give a one-size-fits-all solution for CBD advertising because businesses might deliver their offers as pharmaceutical, cosmetic, food, pet, or other kinds of products. That’s why it’s important for businesses to map out specific benefits they hope to promote. Then, they can offer this solution to the best audience. For instance, one company may promote a high-grade pharma product to help reduce seizures. Another brand may have a topical solution to ease skin flareups. Still, another business may offer pet supplements that they promote to help reduce anxiety or joint issues in aging dogs. Obviously, these very different products will need specific buyer personas and marketing approaches. They may also need to meet different standards for the sorts of claims that can be made to stay within legal restrictions for medical vs. consumer advertising. Mostly, it’s helpful to market to people with problems the product might solve and not just look for consumers with an existing interest in CBD. 2. Explore Alternative Programmatic Advertising for CBD Programmatic advertising refers to buying ad slots with bids on an automated system. They can benefit marketers because they keep a lot of information about their audience. That allows advertisers to use very specific attributes, like age, location, or even past viewing habits, to select who will see the ads. Obviously, this kind of advertising can offer value to CBD advertisers who understand their market. Some of the most common platforms that use this kind of bidding platform include Facebook and Google. These are mentioned because they’re familiar to most marketers. At the same time, these and other common platforms impose restrictions on the way companies can promote any cannabis product, including CBD. As a note, these kinds of platforms tend to get associated mostly with internet marketing. It’s also possible to find programmatic advertising for TV, radio, and other kinds of media. Either alone or with the help of a CBD marketing agency, businesses can also explore some programmatic advertising advertising platforms that offer more flexibility for both products and the way companies advertise them. As an example, Cannabis Creative, a marketing agency. mentioned that Facebook and Google account for a large share of total advertising spend on programmatic ad platforms. At the same time, other paid platforms still attract very large audiences can can open up less-restricted promotions on such large and well-known outlets as ESPN, USA Today, and Politico. 3. Remain aware of legal and platform CBD advertising restrictions Even though CBD doesn’t have the psychoactive effects that some people may associate with cannabis products, it hasn’t been legal in most places for very long. Brands need to take care to conform with marketing regulations, both at the federal and sometimes, at different state or local levels. In order to maintain accounts with various marketing platforms, companies also must take the time to understand the terms of service. And sometimes, these can prove hard to understand because the language isn’t direct. Avoiding legal problems According to Bradley, a media law firm, the growth of consumer protection regulations has paralleled the overall expansion of the CBD market. As an example, both the FTC and FDA have sent warning letters to companies that didn’t exercise enough caution when making claims that their products could treat various medical issues. As a general rule, neither CBD packaging design or advertising should not: Mention specific diseases Cite dubious sources to backup explicit or inferred claims Use words like treat, cure, or prevent Guarantee results Obviously, marketers need to promote potential benefits in order to attract the attention of customers. Doing this well without attracting negative attention from the government takes some craft and attention to only linking to or mentioning credible studies or professionals. For instance, it’ might be fine to claim that a CBD cream may help soothe skin but not that it cures eczema. Notice that the page for a pet product called Calming Chews does not feature another mention of that benefit. The list of features simply talks about the product’s purity, that it doesn’t contain THC, and that it was grown organically. It also mentioned that the product was tested in a lab for safety and effectiveness, but it never says what it was tested to be effective for. Further down, they offer some vague language that says the product combines CBD with some calming herbs. They’re implying their benefits, but they’re probably avoiding a direct statement to remain in compliance. That’s why startups
