How to Not Tank Your CBD Marketing Efforts

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So you’ve decided to start a CBD company. It’s going to take some work, but if done right, you’ll see great return and help others on their wellness journey. The biggest short-term hindrance to your success is going to be oversaturation and endless competition in the industry, so you’ll need to make yourself stand out. 

Don’t stop content marketing 

Think your product will sell itself because of its amazing quality? Does your CBD outperform all other companies out there, guaranteeing your success? I’ll tell you right now, the answer is no. 

Even if your product is literally the best thing out there, it’s not going to get anywhere if you’re not talking about it and convincing others of your truth. 

Does your company use state-of-the-art technology to extract cannabidiol from the plant? Do you know how many times we’ve heard that? It doesn’t mean anything if you’re not proving it. Write an article about your extraction methods (without giving away too much) to get consumers both interested in your product and trusting of your transparency. 

You can interview someone from the extraction team and put together an inside look at your company. 

Blog posts, articles, and other forms of content are also key. Regularly updating your blog will keep new users coming (if optimized for SEO well) from Google searches and build credibility for your brand. Most of the CBD brands that come first to mind (after working with many) are the ones that content market like crazy. Why? Because I see their names everywhere. 

It’s basically free traffic. Make blog posts answering common questions and naturally incorporate keywords. Send out newsletters linking to blog posts and other content. Keep your current customers intrigued and pique the interest of new ones. 

Figure out your target demographic and TARGET them

CBD has users from all over the charts. The elderly, young, and everyone in between are turning to CBD for relief from various conditions. Many will be searching for CBD that fits their lifestyle. 

I’ve worked with several companies selling CBD for sports and athletes, and many selling CBD specifically targeting the older demographic for wellness. For my CBD for sports clients, I wrote blog posts targetting athletes. Not the elderly, not young, anxious people, but athletes. That’s what set their brand apart, so we absolutely stuck to it for marketing. 

Don’t know who you’re targetting? Now is the time to figure it out. If you’re constantly posting quirky posts that work best for millennials seeking wellness, but those people aren’t your target customers, how many people are you really reaching? 

Stick to a voice and keep it. That’s how you build a brand and set yourself apart. 

Don’t get in trouble

When you’re marketing a product you believe in, it can be tempting to go all out and tell people why it’s SO great. But don’t wander too deep into illegal territory. 

You can make blog posts like “What is CBD?” or “Does CBD help anxiety?” and you can answer those questions with research-backed statements. What you should NEVER do is make medical claims.

Let’s be honest, CBD is still fairly new and while we’ve seen people with remarkable results from it, we can’t go around telling people it will cure a condition or change their lives in a specific way. We don’t even know that. 

Final thoughts on CBD marketing

If you want your company to stand out, you have to be consistent, authoritative and believe in your own brand. This means content marketing regularly enough to build credibility, targeting the right people, and following the rules. 

If you don’t feel equipped to keep up with your content marketing, hire someone else who can. Some companies hire in-house marketers to work on their content, while others hire freelance writers to do the heavy lifting. If you have the extra time, you can also write blog posts yourself. Just make sure they’re well-written, properly formatted, and don’t contain medical claims. 

Looking for a freelance CBD writer to help with your marketing efforts? Contact me today to see how we can get your content marketing on track.