CBD Marketing 101: Techniques for Sellers to Stand Out in a Sea of Green
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It’s not every day that a product seems to grasp the eye of a global consumer market within such a short space of time. However, cannabidiol – or “CBD” as most people call it – has led to a surge of enthusiasm within the medical market. Perhaps probably the most regularly discussed cannabinoids, CBD controls an industry of the own and it is on-track to harvest a generous $16.32 billion in america by 2026.
Interest in effective CBD marketing is on the rise and there is no wonder why.
Up to now, scientists have successfully isolated 113 of the leafy green plant’s active chemical compounds. Formerly, the cannabis community firmly focused its attention on the plant’s psychoactive constituent THC (tetrahydrocannabinol) – however right now, thanks to a swelling smorgasbord of scientific evidence pointing for the therapeutic potential of cannabis and hemp’s non-psychoactive chemical compound CBD, the current market is consistently evolving.
CBD is enticing a diverse selection of consumers from all ages – and even pets. In case you are cashing in on the “Green Rush” and therefore are wondering how to market CBD products effectively and legally, then you will need to use an effective strategy.
Before you kick-start an internet business selling CBD oil and alternative products, understand the rules behind marketing CBD oil so that you can align your business with statewide laws.
What is CBD?
A substance that does not induce feelings of psychoactivity, cannabidiol, or “CBD” since it is most frequently known, can be taken from either the hemp or marijuana plants. The vast majority of products featured in CBD advertising strategies is going to be obtained from industrial hemp.
CBD falls into two main product segments:
food grade, and
Based upon a report by MarketWatch, therapeutic grade CBD constitutes nearly all market share, with this segment making up 59.90% of the market in 2018.
A Running History of CBD’s Legal Status
As more people start to learn about CBD’s non-psychoactive properties and discover that it could actually present consumers of all ages with an opportunity to amplify their health/wellness routines, without the high, the web has become suffused with cannabinoid-rich content.
Before you start out creating content for the CBD advertising campaign, take into account the following facts about CBD’s legal status:
1. Recently, legalization has swept across much of the U.S.
Up to not too long ago, marijuana and hemp were illegal across the entire U . S . for both the federal and state levels. However, public and political thought of marijuana is most certainly evolving. Thanks to numerous ballot and voter-approved initiatives, marijuana has become legalized in certain form in a total of 33 U.S. states as well as the District of Columbia. However, it is still federally illegal.
While many states have legalized marijuana merely for medical purposes, others go as far as to legalize it over a recreational scale. Soaring interest in cannabis-containing products is putting pressure on businesses to properly navigate the complex patchwork of regulations related to the nascent industry.
2. 2019: Farm Bill and FDA hearings.
In December of last year, President Donald Trump signed the Agriculture Improvement Act of 2018 (2018 Farm Bill, PL 115-334) (the “2018 Farm Bill”) into effect, which removed hemp from the Controlled Substances Act and maintains FDA’s authority to regulate certain hemp-containing products.
Even though commercial hemp cultivation was legalized through the U.S. after the passing in the 2018 Farm Bill, we have seen much confusion regarding whether or not hemp-derived CBD products can legally be marketed and sold.
The FDA must treat hemp-derived CBD-containing products just like any other regulated product. Though the agency has vowed to learn various regulatory pathways which will safeguard the health of patients and the general public.
3. Is CBD legal now?
Pay attention to reputable sources that publish the latest updates with regards to the legality of CBD in the U.S., like this one. Obtain advice from legal counsel. The cannabinoid’s legal status is dependent not only of federal law but additionally on the state in which you reside.
Why CBD Marketing is So Important
The CBD marketing craze is well and truly upon us. Everywhere you look online, be it in the form of a CBD-focused advert that grasps your attention on Facebook, an internet search engine optimized CBD marketing strategy that points for an web store via Google, or a captivating Instagram story having a ‘Swipe-up’ link directing visitors to a website, the surge in CBD marketing is hard to disregard.
1. Finding new customers.
In accordance with a report conducted by High Yield Insights, approximately 40% of U.S. consumers aged 21 and above claim that they might consider trying CBD. This figure will grow and thus, finding customers by tapping into the strength of CBD marketing is vital. Customers would like help therefore, you need to be the main one to give it to them!
2. Differentiating your brand.
The CBD space is well and truly bursting in the seams, with more companies being established on a regular basis.
This may not mean that you should give up your hopes for earning money with CBD marketing but instead, figure out how to stick out and differentiate your brand from the rest. This is possible by providing your audience with constant education.
Engage together with your audience by creating compelling video content, carry out industry surveys and don’t be scared to show consumers the way they can reap the benefits of the services you provide. You might also consider centering on a specific niche.
3. Retaining customers.
CBD marketing can help you attract recurring customers. Affiliate marketing online is a great means of building high retention rates, but only the large brands often attract affiliates, proving the significance of building brand awareness.
Featuring legitimate customer testimonials on your own website that make statements in compliance with all of laws will boost your reputation while keeping customers returning for further. Send newsletters, offer reduced prices for recurring customers and encourage them to invite a friend in exchange to get a free product if you wish to achieve better overall engagement and boost the likelihood of customers returning.
Conducting surveys could make you conscious of customer needs/wants and will alert you about places that you might be failing to satisfy customers. You may want to focus on problem-solving, providing ongoing support and naturally, staying in contact with your customer base!
What Can’t You Say With CBD Advertising?
Although it might be tempting to boast about CBD’s medicinal properties to the whole world via online CBD marketing, the Food and Drug Administration (FDA) will not approve of this. Prevent the following to sidestep potential repercussions.
1. Health insurance and Medical claims.
You might have read claims online hailing CBD as being a miracle cannabinoid that can be utilized to combat a large scope of health conditions, diseases and ailments, like epilepsy, cancer, arthritis, insomnia and chronic pain. It is actually imperative that you hold off on making any health or medical claims.
The FDA certainly will not approve of this and can take your advertising campaign offline before you can say “CBD!”.
“Deceptive marketing of unproven treatments raises significant public health concerns, since it may keep some patients from accessing appropriate, recognized therapies to treat serious and even fatal diseases,” reads an official statement from your former commissioner in the Food and Drug Administration (FDA) Scott Gottlieb, M.D.
2. Untested assumptions.
Though it is achievable to spotlight the potential medical benefits of integrating CBD in to a daily health and wellness routine, it is not easy to legally advise customers about treating their specific condition, disease or ailment with CBD. Just a doctor can do this, so don’t make the mistake of assuming that just because you read it somewhere, it is true.
Each thing you say (including testimonials, testimonials, social media posts, marketing, and claims made on any forum where the consumer may view the product) when attemping to lure in buyers with an online CBD advertising campaign must be backed up by reputable sources and cited where/when necessary. Claims must always be substantiated, credible and authentic and steer clear of making disease or health claims. Anything that should not be proven simply can not be found in your marketing material, so just remember this.
3. Something that has not been authorized by the FDA.
According to the FDA, all CBD products must comply with the applicable laws, like the Federal Food, Drug, and Cosmetic Act (FD&C Act). The FDA has brought the position that it is not lawful to include CBD to food, dietary supplements, and pet foods.
This rule applies, even when the product is identified as containing the hemp plant. Due to this, you need to practice caution when conducting CBD marketing efforts. For example, cannabinoids cannot currently be sold as health supplements, nor can they be included to FDA-approved ingredients and sold legally.
CBD Advertising Restrictions in 2019
Despite being legalized following President Donald Trump’s signing in the 2018 Farm Bill in December 2018, advertising options are currently limited. The 2018 Farm Bill removed hemp from your Controlled Substances Act and uiucay integrated into the 2018 United States Of America Farm Bill, that was effectuated in December 2018.
When the federal government changes its stance on marijuana, likely so too will the rules for CBD advertising change. Until now, entrepreneurs with internet stores are limited to marketing their product and raising brand awareness through referral marketing and content creation. Unfortunately for ‘cannapreneurs’, Google and Facebook – a couple of the world’s dominating ad-buying platforms – have not even permitted advertising for marijuana-derived CBD, but hemp-derived CBD items are now being considered.