CBD is one of the hottest trends in consumer goods right now.
Many leading consumer brands are spinning up CBD-infused, hemp-based products and even full product lines dedicated to the additive known to relieve pain, anxiety and improve sleeplessness.
It is common knowledge that major digital advertising channels like Facebook, Instagram, Google, Amazon and, most recently, Snapchat will not allow CBD brands to run paid advertisements, brands are differentiating themselves with beautiful graphics, interactive websites, valuable knowledge based content supported by strong SEO strategies, user-generated social content and earned media.
While effective, these channels are becoming saturated, and brands are missing out on the growth-accelerating power of paid acquisition, leaving a booming industry to wonder – where can you advertise a CBD brand???
One option is to outsource your marketing to an agency with a team of expert marketers constantly developing creative strategies to navigate such challenges. But if you’re going to attempt to do it yourself, here are six effective ways you can effectively advertise your CBD brand and products, despite limitations on major platforms. Ready? Here we go...
1. Influencer Marketing:
Influencer marketing allows brands to reach a wider audience on social by tapping into the communities of tastemakers in relevant industries. Your brand can leverage the trust that influencers have built with their followers to promote your products in an organic way. Sometimes, picking the right influencers for your brand can be tricky – keep in mind that sometimes influencers with smaller, niche audiences can make better partners for brands than influencers with broader reach, but less engagement.
2. Affiliate Marketing
Leverage publishers to generate traffic to your website. Because affiliate fees are completely performance-based, working with affiliate networks offers your brand a low-risk way to generate quality traffic. Be sure that your conversion and retention strategies are in place, as customers from affiliate partners often present the highest potential customer lifetime value (CLV).
3. Native Advertising
Native advertising is a form of advertising, typically within a digital publication, where placements are made to look like relevant content. By placing your content into publications like Jerseycitycanna with thousands of active readers of all shapes and sizes, you can leverage their audiences to grow awareness for your brand.
4. Out-of-Home Advertising
We are talking BILLBOARDS here people. Sounds old-school, sounds dated but we should never rule out time tested strategies - if done properly - it works. This traditional form of marketing presents a great way to grow awareness and move products in specific retail locations, the drawback is that it can be expensive and results cannot be tracked.
5. Podcast Ads
Marketing your brand to dedicated podcast listeners is another great way to boost awareness. Though it can be expensive, placing ads into relevant podcasts associates your brand with personalities listeners trust.
In conclusion: The CBD industry continues to spread like a "weed" through organic channels. With these 5 paid acquisition methods, CBD brands can add fuel to the fire for organic growth, despite extremely limiting restrictions on major digital platforms. As with any paid acquisition strategy, brands should be attentive to data, always testing and optimizing strategies to maximize budgets for ROI.
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