Learn From These Amazon Bestsellers in Order to Beat Them

Millions of buyers search Amazon for new products and brands. See examples of the best Amazon eCommerce marketing in order to find ways to beat competition.

When it comes to Amazon, lots of sellers say that if you can’t beat them, you should join them. That doesn’t refer to copying either the products or tactics of other sellers. At the same time, the platform offers so much information about best-selling products that successful eCommerce marketing often depends upon researching top products and sellers in order to come up with a profit- and growth-driving strategy for their own business.

Learn what kinds of products to look for, examples of top sellers, and why Amazon eCommerce marketing offers the perfect platform to launch or grow a business.

Finding Amazon top sellers to research

StartupBros, one Amazon marketing agency, has their own simple formula they use to find likely products. While other sellers may use different criteria and not every box needs checking for all products, these look like sensible gauges for new sellers who want to find products to help generate new ideas:

  • They tend to favor products with prices between about $20 and $200.
  • For obvious reasons, it’s beneficial to have easy-to-ship items that can qualify for express shipping.
  • Reasonable prices for the item should allow for a profit margin of at least 50 percent.
  • Current product listings should have less than 150 reviews, indicating the market isn’t totally saturated.
  • The product should generate at least 10 sales a day to demonstrate it has already attracted buyers.

Evaluating Amazon top sellers

Using the requirements listed above, it’s fairly easy to find some briskly selling products and figure out how another seller could improve upon them for their own business.

Pet grooming gloves

Pet grooming gloves make grooming and de-shedding a pleasant, comfortable experience for both long-haired pets and pet parents. This listing on Amazon ranks at the top for both cat hair removal products and the pet category for Amazon Launchpad, a platform for innovative startups. It also has an Amazon’s Choice badge, which is a designation for products with generally favorable reviews, immediate shipping, and reasonable pricing.

Is there an opportunity to do better? Obviously, the seller does well with this product. They’ve also effectively used images in the heading and description. However, they have very little text in the description area. Not only could these sellers have used text to provide more information, they might have sprinkled in a few more key words or phrases to help with ranking on Amazon and other search engines. 

Vegetable Spiralizers

Spiralizers slice vegetables for salads, stir-fry dishes, or pasta replacements. According to the reviews, the Mueller product performs pretty well out of the box for some tasks. Unlike the pet glove listing, this product page appears to contain both clear photos and plenty of text. In fact, the description even provides tips for setting up and using the device, probably cutting down calls and emails for customer service.

Is there room for improvement? For one thing, even many positive reviews mention that this wasn’t the first such device people have had. Mostly, this product has steel blades but otherwise relies upon a fairly cheap plastic body. Less favorable reviews pointed out some problems with the product. These issues include: 

  • The bin to catch vegetables was too small.
  • The plastic body felt cheap.
  • The product sliced zucchini well but didn’t perform to expectations with softer yellow squash.

A competitor should not have a tough time either sourcing or manufacturing an alternative product that resolves these design flaws. Even if the product would cost a little more, plenty of people appeared willing to pay for quality.

Why Amazon offers a great eCommerce marketing opportunity

According to the eCommerce platform’s own Amazon Advertising page, customers don’t just use the site to shop for things they already want. In fact, 80 percent of Amazon shoppers also visit to browse around and find new products and brands. Also, because so many sellers have already found success, it’s easy to find top sellers and improve upon their product development and marketing.

Read More

5 Successful DTC Launches With Podcast Advertising

Podcast advertising gives DTC brands a chance to connect with a wide, engaged, and growing audience. See five DTC advertising success stories.

PPC, blogging, and social media advertising tend to dominate discussions about DTC marketing. These kind of conversations totally ignore the rapid growth of podcast advertising as an effective and increasingly popular promotional medium for DTC brands. Even last year, The Drum reported that DTC ads had increased overall podcast revenue by over 50 percent in 2018. This comes at a time when podcasts have replaced radio shows for a hands- and eyes-free way to consume entertainment and information.

Which DTC brands have enjoyed success with podcast advertising?

Look at some examples of DTC companies that have found an audience with podcasts.

TakeMeUndies

As the name implies, TakeMeUndies sells underwear. As a podcast advertiser, they shifted some of their social media advertising money to podcast advertising a few years ago. As early experimenters, they managed to cut deals with some fairly notable celebs. Their bet paid off. According to Ad Exchanger, they have already sold nine million products and expect to generate $75 million in revenue for the year.

In this case, the company used host-read ads. The CEO, Jonathan Shokrian, said that he credited his company’s success to having the advertisements sound more like person-to-person referrals than typical advertising.

FabFitFun

FabFitFun offers a unique and fun subscription service. Subscribers pay $49.99 each season. In return, they get a box filled with eight to ten products with a guaranteed value of at least $200. Members can also choose some of the products they want included in their basic box, or they can pick add-in products for an additional fee.

According to Magellan, FabFitFun first started advertising on podcasts in 2017 and by 2019, they made the list of the highest spending podcast advertisers. They’re featured on such popular shows as The Goal Digger Podcast and Chatty Broads.

Blue Apron

Like TakeMeUndies, Blue Apron has grown up with sponsored podcast ads. In fact, they have even launched their own branded podcast called “Why We Eat What We Eat.” During the show, a food historian named Cathy Erway discusses a variety of interesting topics related to food. Some examples have ranged from the origins of duck sauce to dealing with picky eaters.

Whatever their content marketing agency comes up with, it’s working. The company’s sales have increased 500 percent.

ZipRecruiter

Similar to Blue Apron, ZipRecruiter sponsors a podcast. In this case, it’s called Rise and Grind, a podcast that caters to their likely audience of job seekers, hiring managers, and entrepreneurs. Rise and Grind, the sponsored podcast, has even launched other businesses, like a Shark Tank investor named Daymond John.

By producing the right type of content and sharing their platform with entrepreneurs, ZipRecruiter has earned a large, targeted audience and some great publicity. As an example, Daymon John praised ZipRecruiter as a company that focused upon finding good people and good jobs, according to FastCompany.

Podcast Superstar

According to the Podcast Superstar page on Airbnb, $195 gives guests an interview in a Manhattan studio for a podcast called mürmur. video. The page promises guests a chance to promote themselves, their business, or their idea directly to the world.

This example doesn’t exactly fit with the more conventional approaches to using sponsored podcasts to attract an audience and promote a specific business. Instead, the podcast promotes itself as a way for people with a modest budget to get featured in a podcast.

The reviews suggest that the host does a good job with the interview, even if his Airbnb page doesn’t mention the audience size. Still, the deal includes a professional recording, so at least, it can give startups and small companies a way to get content produced for a budget-friendly fee. To make this opportunity truly effective, they may need to invest more to distribute and promote the recording.

How DTC brands can benefit from podcast promotions

Podcast advertising shares certain features with both digital and radio promotions. Still, it has its own character. To make the most of this rapidly growing medium, keep these tips in mind:

  • Typically, podcasts work very well to increase brand awareness, though they can directly push leads and sales.
  • Since many listeners may listen to archived or downloaded programs long after the original date, they may work better for offers that aren’t time sensitive.
  • As with radio, it’s usually not possible to finely tune audience demographics as tightly as on PPC platforms.
  • When developing content for sponsored podcasts, keep the audience in mind. They probably don’t want to listen to 30-minute advertisements, so find relevant topics that would lend themselves well to mentions of specific products and services.

As with any other kind of marketing, expect to test and tune a bit before finding the perfect podcast advertising solution. Still, many DTC brands have found receptive audiences and growth opportunities by investing in various kinds of podcast promotions.

Read More

Defining Luxury Shoppers in the eCommerce Marketing World

eCommerce marketing is growing, but it takes a different skill to target audience demographics for online luxury goods buyers.

A McKinsey report upon the luxury goods sector this year expressed both cautions and reasons for optimism. Because the pandemic has slowed in-person sales worldwide, they emphasized the importance of focusing upon online growth. Not only can eCommerce marketing fuel online sales, it can help propel more potential customers to visit stores later. Of course, to make the best use of digital marketing dollars, it’s important to carefully target audience demographics.

How targeting eCommerce marketing to luxury buyers differs from other niches

For many niches, a consumer marketing agency will suggest targeting the right buyers through content marketing. After all, posting relevant content can cast a wide net. In most cases, it’s fair to assume that people with an interest in the content will also want to buy associated products and services.

Yet, this kind of strategy may not prove as effective for an audience analysis agency that hopes to target their market for luxury buyers. MediaPost mentioned a good example of some pitfalls luxury brands have encountered when they tried to define and target audience demographics with posts about multi-million dollar homes, imported purses, or other big-ticket luxuries. They may attract some potential buyers; however, they’re also likely to engage a more aspirational market.

Who hasn’t looked at their social media pages to see a friend posting a picture of a dream home by the beach or high-powered sports car? That’s more about sharing a daydream about a luxury item than serious thinking about buying one.

After that social media friend has shared or commented on one of these posts, they will suddenly find themselves targeted or retargeted for similar ads. Daydreaming friends may find the situation amusing; however, for the brands paying for clicks or displays, they’re wasting money.

Consider location targeting

Property development companies put a lot of thought into where they will build their next gated community or luxury condos. Likewise, high-end jewelers and other kinds of luxury retailers carefully consider which shopping districts to choose for new stores. Even though eCommerce customers can compare, shop, and buy from almost anywhere, it stands to reason that businesses will still find them mostly in the same kinds of areas that would help a physical outlet prosper.

With that in mind, consider a few ways to gather information for location targeting:

  • Past behavior: Of course, targeting people who have actually taken the time to visit the physical location of a luxury brand may work the best of all. Even if the consumer did not buy from the business, perhaps they have shopped and purchased from other luxury brands.
  • Geo-locations of homes: The location and value of a current home or rental can help suggest the price range and quality that a consumer might feel comfortable with. Just as physical outlets for high-end goods will target high-income communities, so should luxury eCommerce sellers.

Try focusing on millennials

The Shopify blog published some optimistic predictions about the future of online luxury goods sales. They expected a growth rate for eCommerce of over twice that of other sales channels. In particular, millennial adults have arrived at their peak time for spending and are especially prone to buy high-end goods for such lifecycle milestones as weddings and other events.

When compared to older groups, millennial also generally favor comparing and buying online, so this age group looks like a great place to start. In the past, luxury brands focused upon differentiating their goods by emphasizing quality and exclusivity. These benefits can lure Millennials, but they also appear inclined to support companies with a clearly design purpose.

As an example, Gucci says that these younger adults drive just about half of all of their sales. They succeeded with this market by introducing a site called Gucci Equilibrium that highlights their efforts to promote sustainability, diversity, and inclusion.

As with other sectors, luxury marketing must adapt

The pandemic has impacted just about every kind of business in one way or another. Sales of luxury brands online suggest that high-end businesses can look forward to a bright future if they carefully target their marketing and promote the right message.

Read More

How Health and Wellness Brands Bring Self-Care Home

Health and wellness brands know self-care matters more today than ever. Learn how to understand the current landscape and connect with customers at home.

No doubt, the coronavirus pandemic delivered a tough blow to many parts of the beauty and wellness industries. As an example, concerns over hygiene and social distancing measures hurt the incomes of professionals who need to touch people to perform their jobs.

Locally, these kinds of professions could range from hair stylists to massage therapists. The problem also spread to these professionals’ support staff, landlords, and suppliers. Of course, the coronavirus has also impacted companies that sell health and beauty products in stores.

On the other hand, both the beauty and wellness industries have proven themselves adaptable and resilient during past downturns. People might consider beauty even more of a luxury than wellness. Yet, according to McKinsey, the beauty industry grew seven percent during the worst years of the Great Recession.

During the current crisis, growth may have slowed in some sectors. During the Great Recession, businesses did not need to contend with social distancing and shutdowns. Even so, from the vantage point of a beauty and wellness marketing agency, many of the strongest brands have pivoted rapidly during this downturn as well. One way they’ve adapted includes helping their patrons attend to self-care at home.

Why is self-care a perfect marketing niche during the pandemic?

Even the Mayo Clinic and other health experts have emphasized the importance of self-care during these times. People need to take care of themselves to strengthen their immunity and to deal with the sometimes overwhelming nature of additional social isolation and abrupt change.

So, creating a wellness brand can tie into measures that average folks already know they need to take. For examples of areas that beauty and wellness brands could help people with, consider some of the steps that the Mayo Clinic suggests for self-care:

  • Maintaining physical health: The Mayo Clinic suggests getting plenty of sleep, enjoying physical activity, eating well, staying hydrated, and taking the time to relax.
  • Maintaining mental health: The Mayo Clinic urges people to maintain social relationships through phones and computers, focus upon things they can control, and look for ways to help other people.

Examples of pivoting health and wellness marketing to self-care

If customers can’t or won’t visit a salon or store, businesses have cleverly found ways to deliver at least some of the benefits of their services at home:

  • At-home dye kits: When one colorist couldn’t serve his clients in the salon, he began taking orders for at-home delivery of dye kits that he customized for each client from professional products.
  • Virtual massages: The Motley Fool published a story about a massage therapy clinic that successfully offered virtual therapy and coaching sessions to replace in-person massages.
  • Hand sanitizer production: It’s tough to find a wellness or health marketing agency that didn’t advise clients to start marketing high-demand items during the coronavirus outbreak, like hand sanitizer or face masks.

Glossy brought up the example of digitally-native Nécessaire. The brand noticed that not only had engagement risen on social media posts about self-care topics, sales of these products had also increased during the pandemic. To their credit, they didn’t just ride the wave of increased online sales.They also worked to focus their social media posts on having conversations about self-care at home.

Social topics include self-care tips and quizzes. They also included mentions of their own self-care products and even those of other companies. Their strategy has paid off with an engagement spike of 200 percent. To maintain momentum, the brand intends to expand its presence to YouTube and email marketing. Plus, they want to engage additional features on Instagram and Facebook.

According to Randi Christiansen, the CEO of Nécessaire, businesses like hers can’t just talk about the benefits of their products. They also have to engage in some creative storytelling and conversations. This way, they can let customers know why taking care of themselves matters so much and that it matters to the brand, too. They’ve focused upon branding themselves as more of a self-care and wellness brand than they even viewed themselves as before. 

Creating a wellness brand during coronavirus

Any beauty or wellness agency should consider the times and the state of mind of the people they’re trying to connect with. The pandemic has created a situation where self-care really matters, but it’s hard for many customers to visit the businesses that delivered their products and services in the past. That means smart businesses have striven to understand the situation and helped customers bring self-care home.

Read More

How eCommerce Marketing Can Cope With Delivery Slowdowns

Learn how eCommerce marketing can battle the slowdowns USPS and other delivery companies are facing, which are impacting companies both large and small.

For years, the rise in electronic document delivery and digital marketing have reduced the volume of some kinds of mail. Neither people nor businesses send as many letters or ads through the post office as they used to. At the same time, an increase in eCommerce marketing has spurred the growth of package deliveries, so that somewhat offset the decline in USPS first-class mail and postcards.

Even so, the COVID-19 pandemic has made delivery times longer and more uncertain. Along with extra hygiene and social delivery measures, the recent removal of sorting machines and reduction in overtime hours may have exacerbated the problem.

Meanwhile, some online retailers have struggled to keep customers satisfied. Find out how a product marketing agency might adjust their eCommerce marketing to help maintain customer loyalty and good will.

How postal slowdowns have impacted eCommerce marketing

According to MarketWatch, even the largest online retailers have struggled with postal problems. Naturally, these problems have also impacted smaller businesses.

For a couple of examples:

  • Netflix: Netflix still mails out DVDs to customers who request them. According to a spokesman, they have suffered some shipping, which hurts their reputation for quick ordering, processing, and mailing.
  • Amazon: Amazon delivery times have become unpredictable, even for the same delivery areas. The CEO of Products on the Go, an Amazon seller, said that her business has suffered because customers have canceled orders and filed complaints over packages that did not get delivered on time.

Besides slowdowns impacting deliveries to customers, many companies also have to struggle with another issue. CNBC reported that some companies have had sourcing problems, as they also need inventory, supplies, and equipment shipped to them. They said the combination of problems could even threaten to put some online sellers out of business.

How direct to consumer advertising can help businesses cope with slowdowns

As quoted in the MarketWatch article cited above, the CEO of Products on the Go, Sharon Buchalter, said that they relied upon the Amazon network of delivery vans and postal contracts to ship orders. Because she could not control delivery times, she felt there was nothing she could do to solve the problem.

From the perspective of a consumer marketing agency, businesses might not have the power to speed up the mail. On the other hand, good direct to consumer advertising and marketing can help manage expectations and improve the customer experience.

Consider taking these two steps to help maintain good will with customers.

Increase social media presence

Consumers get online to share experiences and contact businesses. Smart eCommerce marketing should include participating and even controlling this conversation. These days, everybody knows the pandemic has caused problems for many companies, so businesses that communicate well can help reassure their customers.

Taking a couple of simple steps on social media can help build and maintain good relationships:

  • Promptly and cheerfully respond to social media messages of comments.
  • Monitor social media for brand or business mentions. A couple of popular examples include HootSuite and Sprout Social.
  • As much as possible, inform customers about any unusual disruptions that might impact their experience.
  • Even more, talk about positive steps that the business has taken to protect customers and employees during this time.
  • Make sure to promote the social media page on other internet properties, such as the business website and sales pages on other eCommerce sites.

Let individual customers know about delays and try to make up for them

Of course, all businesses and customers would prefer to have orders delivered when originally promised. If that can’t always happen, sellers can use their tracking information to anticipate delays before customers raise concerns.

These simple suggestions should help:

  • Taking the proactive step of sending an email to let customers know their shipment might not arrive on time should keep reasonable people from getting upset.
  • Some companies might also consider sending along a discount code for the next order as a sign that they appreciate the customer’s patience, even if the seller did not cause and could not control the delay.
  • Of course, prudent businesses might also add a note to their sales pages to let customers know that they might experience some delays because of the coronavirus.

Keep anticipating slowdowns and looking for solutions

Delivery problems might not impact all online sellers the same. For instance, a Florida advertising agency may not have clients with exactly the same issues as a New York agency. In other cases, the selling platform, the type of product, or even the size or kind of packages may make a difference. That’s part of the reason that companies may find delivery times so unpredictable these days.

Also, just as the pandemic hasn’t completely resolved itself, it may take time for the USPS and other delivery companies to return to normal. Businesses may search for alternative shipping, sourcing, and delivery methods to help cope.

Mostly, eCommerce marketing needs to prioritize keeping customers in the loop. They may have concerns when a shipment doesn’t arrive on time; however, good customers will typically understand the situation if they feel valued and communicated with.

Read More

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 may want to work with experienced marketing agencies and even media lawyers to ensure they understand the dynamic legal environment.

Avoiding service violations on advertising platforms

While businesses need to prioritize staying out of legal trouble with regulatory agencies, they also need to focus on maintaining their advertising accounts. As recently as late in 2019, Huffington post published an article about Facebook’s “secret” CBD ban. Marketers found that Facebook had terminated their advertising accounts for violating terms that were hard to even know existed.

Apparently, Facebook didn’t have any specific, public policy at the time about CBD. At the same time, they apparently did have an internal policy. It’s just that even first-time offenders of this policy had accounts completely terminated. Meanwhile, other advertisers who may have just been lucky at first, found ways to promote landing pages with topical CBD products; however, they didn’t specifically mention CBD in the ads. The pervious statement was not intended as advice but just an example to illustrate the caution.

As a note, the Pinterest terms of service for paid ads specifically prohibit products with CBD. Other platforms, including Instagram, Google, and YouTube, also have complex terms. In any case, before using any marketing platform to promote CBD products with paid advertising, it’s important to do some research or work with an experienced CBD marketing agency to ensure compliance with platform rules that can change at any time, not be well documented, and may even not get enforced exactly the same way each time.

4. Benefit from social and content marketing

The section above mentioned that many advertising platforms for social sites have restrictions or even outright bans on CBD products. These same rules don’t necessarily apply to the kinds of social posts that aren’t promoted via the advertising platform on the site. Social Media Explorer said that many CBD advertisers had managed to fare very well by using content, inbound marketing, and non-promoted social posts.

These are some examples of tested tactics to promote within this strategy:

  • Create informational videos: Even with all the buzz about the Farm Bill, lots of people really don’t know the difference between non-psychoactive CBD, THC, and other cannabis substances. Even if some of these consumers do know, they may not realize that CBD might offer a solution for some issue they might have. While it’s still wise to take care when making claims, an informational video that uses credible studies and sources to back up the benefits that some people say they’ve experienced should work well.
  • Brand ambassador programs: Lots of eCommerce platforms create a program that helps reward loyal customers for spreading the word about products they already buy and love. Typically, the brand ambassador will get a unique that they can use if they mention the product, and if somebody else buys, the loyal customer will get rewards the can use for discounts or free gifts. This sort of word-of-mouth advertising generally works very well and can prove much cheaper than paying for ads anyway.
  • Influencer marketing: Social influencer refers to people who already have a targeted audience on various social platforms. Depending upon the product, good influencers might work within the fitness, health, beauty, or even pet care niche. Having them demonstrate or even mention a brand can provide new companies with a lot of name recognition and a boost for their own social platform.
  • Try multiple platforms: With social marketing, it’s not possible to target as precisely as it is with programmatic ads. Still, content and even CBD packaging design can work to attract the right audience. At the same time, it’s probably best to consider the pros and cons of various social sites to see which ones have the most receptive audience. For instance, Twitter users tend to be younger than Facebook users, while Pinterest is known for attracting a lot of women. While short videos may perform well on Instagram and Facebook, YouTube has a reputation for more engaged viewers for longer videos. While it’s important not to get spread too thin, it’s also a good idea to focus on a few platforms to see which combination yields the best results.
  • Build connections: These days, consumers do turn to social platforms both to research products and even to get help with customer service. It might sound trite to say this, but some businesses still ignore comments about their brands or even direct messages. In order to benefit from social media, companies need to engage. In addition to monitoring messages and their own pages, brands can use software that will monitor any mentions of their brands to help them make timely responses.

Develop the best content mix 

After deciding to attract attention with content, it’s also important to select the right mix of content types. The platform, target audience, and many other factors might determine which kind of content works best for each particular situation. Common examples of content for social media, business blogs, and even outreach posts include text, graphics, and videos.

Digging even deeper, some CBD companies have enjoyed success with long-form white papers and even live webinars  and podcasts. Some potential topics might include: 

  • Answers to frequently asked questions
  • A discussion of the difference between CBD and THC
  • The history of CBD use
  • An interview with an authoritative guest

Actually, consider any topic that might interest the target market. While a company may want to avoid associating benefits with any specific medical conditions, exploring that medical condition from another angle should still attract the right sets of eyes. For instance, prudent marketers may never want to suggest that CBD is guaranteed to relieve anxiety.

Still, they might produces sponsored videos with stress-relief meditation, yoga poses, or breathing exercises and then incorporate a call to action that leads to a landing page. They can clearly associate their product with stress relief without guaranteeing results.

It may also help to vary the length and format of various types of content for different purposes. As a simple example, short, to-the-point videos may help engage people on social sites. A long and more thoughtful video might help close sales on a business blog or YouTube.

5. Maximize eCommerce site conversions

The previous tips will help CBD marketers attract a targeted audience to an eCommerce site. Of course, the final ingredient to maximize sales means taking steps that will ensure those site visitors convert into customers. According to BigCommerce, average eCommerce sites expect conversion rates of no more than one to two percent. If the right tactics can increase conversions to better than average, they’ll translate into better marketing returns and of course, increased revenues and profits.

  • Respond to abandoned shopping carts: Automated tools can send emails to people who have signed up but failed to click the buy button. A discount coupon or special promo code for first-time buyers will motivate some of these almost-buyers to return to their cart.
  • State the unique selling proposition on each page: Within the confines of legal verbiage, make sure customers understand the benefits they can expect from the product. Beyond that, it’s a good idea to let customers know about return policies and other considerations that might hold them back.
  • Highlight CBD packaging design: As with marketing messages, CBD packaging design can be tricky. Since all new customers see is a photo of the package, companies need their design to create a great first impression and clearly illustrate what the product is, such as a supplement or beauty product. At the same time, SmashBrand mentioned some potential federal and state legal requirements for packaging. In any case, clear images of a aesthetically pleasing and legal design will help build customer trust.

Selling CBD products in a growing but competitive marketplace

Before engaging in any CBD advertising, businesses need to clearly define potential benefits of their products and in turn, their target market. Once that’s done, the retailer can find the best marketing platforms with both legal and platform restrictions on advertising in mind. While programmatic advertising can rapidly increase exposures and sales, some of these paid advertisers have restrictions on CBD marketing, so it’s important to choose carefully and also consider inbound, content marketing as an alternative to only relying upon paid ads. Finally, make sure to tailor both packaging design and the sales pages to maximize conversions and conform to regulations for cannabis products.

Mostly, CBD businesses have a great opportunity to enter this growing market. By marketing aggressively but safely, marketers can stay out of trouble with regulatory bodies and build trust with an expanding audience.

Read More