The CBD market is trending, and experts have expected exponential growth in the coming years: approximately 62.41 billion USD by 2023.
With the increasing popularity of natural products, CBD’s demand continues to grow. However, CBD brands must adapt to the industry to stay competitive and relevant to consumers. They must differentiate themselves from their competitors for sustainable growth. They can do this by complying with CBD marketing regulations and using innovative, data-driven techniques.
Despite being heavily regulated and complicated, you can market your CBD brand through compliant advertising. The best ways involve marketing where competitors don’t and targeting CBD consumers through digital media.
Let us look at some unique market-tested strategies to advertise CBD. We will outline ways business owners can separate their brands from the saturated market.
Promote CBD Products as They Are: Wellness Solutions
Legal restrictions prevent CBD businesses from promoting their products in some places. The United States Drug Enforcement Agency (DEA) has categorized cannabis as a Schedule I drug, which means it is not currently accepted for medical use. Likewise, the Food & Drug Administration (FDA) does not approve CBD for dietary or health supplementation.
On the other hand, cannabis-derived products are legal if they contain no more than 0.3% THC by dry weight. Tetrahydrocannabinol (THC) is the psychoactive compound in cannabis that causes a high.
As you can see, the legality surrounding CBD is gray, making it complex for brands to run ad campaigns on Google, Facebook, and Instagram and have them approved, especially when the messaging is obscure.
The brands drawing high ROI are those that portray wellness benefits to prospective customers. But how should a brand project its message through a regulated atmosphere without breaking compliance?
Programmatic media is the answer. Perhaps you did not know you could showcase your product image and use CBD in ad copy through compliant digital marketing channels. Programmatic media includes mobile, OTT/CTV/ display, and digital video and audio channels.
There are proven techniques progressive CBD marketing specialists use to drive engagement, conversion, and ROI. You might want to discuss it with a reputable CBD e-commerce solution provider.
Must Read: Pros of PR and Influencer Marketing Strategies for CBD Brands
What Are Some Compliant and Effective CBD Digital Marketing Channels?
Connected TV/OTT Advertising:
CTV or OTT advertising enables CBD brands to target ads through streaming services and smart TVs. For example, you target a potential website visitor or dedicated CBD customers with a short (15-30-second) video commercial on their mobile or TV screen. It is an effective way to generate brand awareness and attract prospects.
Mobile Advertising:
Everybody uses mobile devices, and over half of web users use mobile devices to browse the internet. CBD marketers can leverage mobile advertising to reach, engage, and convert customers on their mobile devices.
Here are a few ideas: geofence your store and target people with CBD-related apps on their devices. You can also retarget your website’s visitors on their phones.
Digital Video Advertising:
Who does not watch videos? Many people like to watch videos instead of reading content. So, creating high-quality video advertisements and targeting CBD consumers across different reliable websites can help you reach target customers and engage them.
Digital Audio Advertising:
Advertising on traditional radio is not an option for CBD brands, but programmatic digital audio advertising enables targeting consumers through audio ads across streaming radio platforms and podcasts. Like CTV and OTT ads, digital audio can leave a lasting impression with a compelling touch.
Native Advertising:
Since native ads easily blend with a website’s organic content, they cover various ad formats. Most users fail to understand they are looking at a paid ad and click on it when they notice relevant and informative content.
Carousels, static images, cinemagraph, and scrolls are a few types of native ads you can use. You can put native CBD ads for your brand across well-known websites with the potential to engage customers more than static display banner ads. You can consult a paid ads service agency to get an in-depth understanding of how it works.
Must Read: How to Use LinkedIn Advertising to Target B2B CBD & Cannabis Business?
