CBD Marketing and Advertising: Strategies to Promote Your CBD Brand Like a Pro

27 mins read

The CBD market is on the rise, and for a good reason. It’s a product that managed to win people’s attention and is on track to harvest $16.32 billion by 2026, in the U.S. only. That’s why the demand for effective CBD marketing is on the rise. Whatever CBD product you want to promote, it’s crucial to know the rules behind CBD marketing. 

Still with me? Then let’s get into it.

Advertising Your CBD Products: Exploring Your Options

Advertising CBD products can be a challenging task due to the various restrictions and challenges faced by the industry.

Advertising CBD products on Google Ads is restricted, and only select advertisers who are approved by Google are allowed to advertise CBD products.

Facebook and Instagram have strict advertising policies that prohibit the advertising of illegal or prescription drugs, including CBD products. Advertising for CBD products on these platforms is also restricted.

Advertising CBD products on TV and radio can be difficult due to restrictions and regulations from the Federal Communications Commission (FCC) and the Food and Drug Administration (FDA).

It is important to ensure that your ads comply with the regulations and policies of the specific publication or outdoor space you are advertising in.

While there are various advertising options available for promoting CBD products, content marketing and native advertising have emerged as the most effective methods for reaching new customers and building brand awareness.

Content marketing involves creating valuable and informative content that educates consumers on the benefits and uses of CBD products. This can include blog posts, social media content, and videos that provide in-depth information on the science and research behind CBD. By creating high-quality content, you can establish your brand as a trusted authority in the industry and build a loyal customer base.

Native advertising, on the other hand, involves creating sponsored content that blends seamlessly with the editorial content of a website or publication. This can include sponsored blog posts, product reviews, and social media content that provides value to consumers while also promoting your CBD products. Native advertising can be an effective way to reach new customers and promote your products without being limited by the restrictions and regulations of other advertising platforms.

Catches in the CBD Marketing

For obvious reasons, laws relating to sales of CBD products are confused. A conflicting nature itself is one reason that made CBD brands to be perceived as high-risk businesses.

CBD, also known as cannabidiol, is a substance that can be extracted from either hemp or marijuana plants. Its key benefit is that it does not produce a ‘high’. Beyond that, it doesn’t produce a sense of euphoria or hallucination. 

CBD products can be used for food and therapeutic purposes. Don’t be surprised to find this product in coffee, lip balms, or sparkling water.

Some data show that CBD can help alleviate some pain, while others can help even with Covid-19 symptoms. Although hemp by-products have obvious benefits for human health, the rules of the CBD marketing game are strict and conflicting.  

Content marketing

Content marketing is the first CBD tactic a brand should use to promote its brand. Your website is an online abode for your CBD products. It’s a place where you have the voice to advertise and sell your CBD products. Again, people need knowledge about the benefits of CBD products and can help them find answers to their questions. Therefore, work on your blog post to keep it fresh and relevant to your end-users. And remember that’s not the best content that wins the attention but the best promotional one. 

You don’t’ need to reinvent the wheel. If you think that you have to write something new every time you post, think again. Just audit your existing content. Today, when things are changing on the go, things that you posted yesterday might be outdated already. Does your content meet today’s industry trends? Does it make interest to your target audience? Once you get answers, check your content on current SEO algorithms, too.

Here are some CBD content marketing ideas to consider:

  1. Educational blog posts: Write blog posts that educate your audience on the benefits of CBD, how it works, and its various uses.
  2. Infographics: Create infographics that explain how CBD works in the body, the different types of CBD products, and dosage guidelines.
  3. How-to videos: Create how-to videos that show your audience how to use different CBD products, such as tinctures or topicals.
  4. Product reviews: Share product reviews from customers or influencers on your website and social media channels.
  5. Case studies: Share stories of real people who have benefited from using your CBD products, including their before-and-after experiences.
  6. Social media content: Use social media to share educational content, product promotions, and user-generated content.
  7. Podcasts: Create a podcast that explores the benefits of CBD, interviews experts in the industry, and shares personal stories of how CBD has helped people.
  8. E-books: Create e-books that provide in-depth information on CBD, such as its history, its potential health benefits, and how to choose the right product.
  9. Webinars: Host webinars that explore specific topics related to CBD, such as how it can help with anxiety or pain management.
  10. DIY recipes: Share DIY recipes for making your own CBD products at home, such as CBD-infused bath bombs or body scrubs.

By creating informative and engaging content, you can build trust in your brand and attract a loyal customer base.

CBD content marketing tips:

Stay up-to-date with industry news and research: Keeping up-to-date with the latest industry news and research is essential for creating informative and accurate content. This includes staying informed about new CBD products, regulations, and scientific studies.

Focus on education: CBD is still a relatively new industry, and many consumers may not fully understand its benefits and uses. By focusing on education, you can help your target audience better understand CBD and build trust in your brand.

Use storytelling: Storytelling is a powerful tool for creating emotional connections with your audience. By sharing personal stories of how CBD has helped people, you can create a sense of community and show how your products can make a positive impact on people’s lives.

Utilize user-generated content: User-generated content (UGC) is content created by your customers, such as product reviews or social media posts. By sharing UGC on your website and social media channels, you can show how your products have helped real people and build trust in your brand.

Collaborate with influencers: Influencer marketing is a popular strategy in the CBD industry, as influencers can help you reach a wider audience and build credibility. When selecting influencers to work with, make sure they align with your brand values and target audience.

Content Marketing Platform

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Expanding Your Reach with PRNEWS.IO: Content Marketing for CBD

Content marketing is an essential part of any CBD marketing strategy, and using PRNEWS.IO can be a valuable tool for expanding your reach beyond your own blog. PRNEWS.IO is a platform that allows you to publish your content on various media outlets, including news sites, blogs, and other online publications.

Here are some ways you can use PRNEWS.IO for CBD content marketing:

  • Publish guest posts: Reach out to relevant publications in the CBD industry and pitch guest post ideas. By publishing your content on other sites, you can reach a wider audience and build your brand’s credibility.
  • Distribute press releases: Use PRNEWS.IO to distribute press releases about your CBD products or company news. This can help you get the attention of journalists and media outlets, and potentially earn media coverage.
  • Syndicate your blog content: Use PRNEWS.IO to syndicate your blog content on other sites. This can help you reach a wider audience and attract new readers to your blog.
  • Share industry insights: Use PRNEWS.IO to share your expertise on the CBD industry and its trends. This can help position your brand as a thought leader and attract new customers.
  • Use multimedia content: Incorporate multimedia content, such as images and videos, into your PRNEWS.IO content to make it more engaging and shareable.

Overall, using PRNEWS.IO as part of your CBD content marketing strategy can help you expand your reach and build your brand’s credibility in the industry.

Social media CBD marketing

Social media platforms have specific rules and regulations for promoting CBD products. Make sure you are familiar with the guidelines for each platform and follow them to avoid any issues.

Whatever the platform, direct CBD advertising is censored. Facebook, as one of the most popular platforms for advertising, says OK to topical hemp promotion. Although it lets you can place CTAs with CBD and hemp by-products, images are a big no-no. Anyway, the platform is constantly updating its algorithms. Yet, it’s still unclear how to promote CBD products there.

Instagram is the second popular social media platform that promotes your business. When it comes to promoting CBD products, you might expect to face the same advertising policies as Facebook has.

Google, in turn, doesn’t allow CBD brands to run sponsored ads. Twitter doesn’t give a clear idea of promoting CBD business right. So, to stay on top of things, it’s smart to start outside these networks. Whereas the PRNEWS.io platform would be a win-win option to display your CBD catalogs to target audiences worldwide.

Influencer marketing

Teaming up with an influential person is the second tactic to consider. The idea is simple here. An influencer is a person who has a large number of followers who are more likely to buy products or services they promote for a good reason. They simply trust and admire the person. 

It’s not a secret that influencer marketing can help increase brand awareness. But there’s the trick – you need to find the right person. Many of those have millions of followers worldwide. And if you can team up with one of those million-account influencers, your CBD brand has a better chance to get noticed.

But you don’t have to start big. It’s smart to start with micro-influencers to get the ball rolling in the right direction. Just because they have a smaller follower base, they are connected with one specific niche or product. When you find a person who is already familiar with CBD products, you save time. The person already knows all ins and outs of the CBD market and is more likely to promote your product. Your task, yet, is to give a reason to do that. Why does your CBD product deserve attention?

Read more: How Micro-Influencers Help Brands Do Better Marketing

Email Marketing

Whatever who might say, email marketing is still alive and trendy. With 99 percent of users who check their emails daily, there is 46 percent who do it two-three times a day. So, before you start your CBD email marketing campaign, learn whether you can send promotional CBD emails. Once you get the green light from the email service provider, start building your list. 

Happy subscribers are more likely to stay with you, share the information with their friends, or become your customers. You can even increase your chances of getting CBD email campaign revenue if you use five tried and proven sale notifications. Recommendation, educational, or events emails, all can help. The CBD market is huge, yet people still lack knowledge. They are more likely to stay with you once they know that it’s completely legal, safe, and effective.

Defining CBD SEO Strategy

With the legalization of marijuana happening left, right, and center, it’s already an uphill battle to differentiate your CBD business from the crowd online. It’s a competitive market, and the fight to get a piece of it is on. For that, you need to differentiate your brand. The right CBD SEO strategy is a great way to stand out early in this game. 

Search engine optimization is another CBD marketing tactic that you can’t underestimate. SEO optimization for any website requires effort, so CBD SEO does, too. In general, SEO can help make your CBD website discoverable worldwide. It can help get your CBD brand to the top of the search engine popularity list. Often it is not always about the best content, but there are other CBD SEO criteria for websites to consider. 

It’s not a one-time task. Instead, your CBD SEO efforts will work till you improve them. Check whether your CBD SEO matches all the best practices such as correct keywords, cross-linked content, backlinks, meta-tags, and much more. Ride the trends in your niche. Blog regularly and share useful information that can help people find the solution. Forget not about visuals since they get maximum shares. Explainer videos are hot and trendy, so consider using them.

Affiliate marketing

Affiliate marketing is another win-win tactic you can use to promote your CBD brand. When you work with affiliate marketers, you promote yourself. You approach the right who are interested or familiar with CBD products. So, you team up with marketers to promote your product and make your CBD brand reputable. As a result, you differentiate yourself from the crowd.

Types of CBD Products

CBD, or cannabidiol, is available in various forms, each designed to meet different needs and preferences. Here are some of the most common types of CBD products:

CBD Oil and Tinctures CBD oil and tinctures are liquid extracts that contain CBD and other essential oils. They are typically taken sublingually (under the tongue) and are absorbed into the bloodstream quickly. They come in different strengths and flavors to cater to different tastes and preferences.

CBD Capsules and Pills CBD capsules and pills are a convenient way to take CBD. They come in pre-measured doses, making it easy to know how much CBD you are taking. They are also flavorless and odorless, which is ideal for people who are sensitive to taste or smell.

CBD Topicals and Creams CBD topicals and creams are products that are applied directly to the skin. They are designed to provide targeted relief to specific areas of the body, such as joints and muscles. They come in different forms, including creams, balms, salves, and lotions.

CBD Edibles CBD edibles are food products that are infused with CBD. They come in different forms, including gummies, chocolates, and baked goods. They are a discreet and tasty way to consume CBD, and they come in pre-measured doses.

CBD for Pets CBD products for pets are becoming increasingly popular. They are designed to provide relief to pets suffering from conditions such as anxiety, pain, and inflammation. They come in different forms, including treats, oils, and capsules, and are formulated with pet-friendly ingredients.

No matter what your needs and preferences are, there is a CBD product out there that will work for you. It’s important to do your research and choose a product that is high-quality and safe to use.

Why Promoting CBD is a Challenge

Promoting CBD can be challenging due to several reasons:

  • Legal and regulatory issues
  • Stigma and misconceptions
  • Limited advertising options
  • Competition
  • Lack of scientific research

CBD is still subject to varying degrees of regulation across different jurisdictions, making it challenging for businesses to navigate the complex regulatory environment. In the United States, for example, the FDA has strict guidelines for CBD products, and companies must ensure that their marketing and advertising efforts comply with these regulations.

Despite the growing acceptance of CBD, some people still associate it with marijuana and the psychoactive effects of THC. This stigma can make it challenging for businesses to promote their CBD products effectively and reach a broader audience.

Many popular advertising platforms, such as Google and Facebook, have strict policies on CBD advertising, making it difficult for businesses to promote their products through these channels. This limited availability of advertising options can make it challenging for businesses to reach their target audience effectively.

The CBD market is becoming increasingly competitive, with more businesses entering the market every day. This makes it challenging for businesses to differentiate themselves and stand out from the competition.

While there is growing evidence of the benefits of CBD, there is still a lack of scientific research on its efficacy and safety. This can make it challenging for businesses to make accurate claims about their products and provide customers with the information they need to make informed decisions.

Content Marketing Platform

  • 100,000+ media publications;
  • get backlinks to your product;
  • scale work with content distribution.

Understanding Your Audience: Key Factors for Successful CBD Marketing

Knowing your audience is crucial for any successful marketing campaign, and CBD products are no exception. Here are some key factors to consider when identifying your target audience:

Understanding the demographics of your target audience is essential for creating effective marketing campaigns. This includes factors such as age, gender, income level, and location. For example, younger consumers may be more interested in CBD products for relaxation and stress relief, while older consumers may be more interested in products for pain relief.

Understanding your target audience’s interests and pain points can help you create targeted marketing campaigns that resonate with them. For example, if your target audience is interested in fitness and wellness, you could create content that highlights the benefits of using CBD for post-workout recovery.

Several targeting strategies can help you reach your target audience effectively. This includes targeting by location, interests, and behaviors. For example, if your target audience is located in a specific region, you could target your ads to that region to increase the likelihood of reaching your desired audience.

How to Start an Effective CBD Marketing Campaign

So, as you see, there are some specific restrictions when it comes to the promotion of CBD brands. Yet, you still have options that let you market your CBD business with no risk of being banned. And here comes the first question to answer – want to do it yourself or contact professionals for help?  

When you do it yourself, you save a ton of money. Cost-effectiveness is one of the key advantages to consider here. High involvement and the opportunity to build relations with influencers are other benefits you’ll get from DIY CBD marketing. But low technical expertise could be your enemy. You have to do many things yourself, which takes time and puts your CBD brand somewhere behind the corner.

Often, it’s a money question that makes DIY CBD marketing a priority. And it’s a great choice for early-stage companies that are limited with their budget. But if you think on your feet, you’ll see the other side of the coin.

Agencies such as PRNEWS.IO can help CBD companies apply marketing tactics to reach specific goals. The best thing is that you can kill two birds with one shot. PRENEWS.io can help you with a link-building strategy as one of the most effective CBD SEO tactics. And second, spread the word about your CBD business through PR, positive reviews, online publications, you name it.

Meanwhile, you stay involved in the process and keep pace with the latest trends in the market. So you stay focused on important things but increase your chances of launching an effective CBD campaign.

Conclusion  

Promoting CBD can be challenging due to legal and regulatory issues, stigma and misconceptions, limited advertising options, competition, and a lack of scientific research. However, businesses that are willing to navigate these challenges and find effective ways to promote their products can succeed in the growing CBD market.

Nastya Zelenovskaya

Content marketing manager at PRNEWS.IO.
With her strong background in content marketing, Nastya possesses an in-depth knowledge of the strategies, tools, and techniques that drive successful campaigns. She stays abreast of the ever-evolving digital landscape and is adept at identifying emerging trends, providing readers with valuable insights and guidance on how to leverage new opportunities in the realm of content marketing.

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