The CBD (cannabidiol) market has corresponded dramatically with the changes in regulations in the US and Canada, with estimates of a market size growth up to $1.9 billion and $2.3 billion in each market, respectively.
This blooming market is already saturated. Marketing managers know that promoting a CBD brand is a challenge beyond funding an extensive advertising campaign or applying common cannabis marketing strategies.
Businesses are looking ahead to invest in their brands and grow their reputation as a foundation for their CBD marketing strategy. This article explores four techniques to help you grow your CBD brand in this competitive market.
Brand identity is the outward expression of a brand, including its name, communication, and visual image. Elements like your trademark, logo, color palette, and style guide all construct a brand identity perceived by your customers.
When you first started marketing CBD products, you may have had some blurry ideas of what your business would be like, what kind of products or services you intended to offer, and who your customers would be. As your business grew, you better understood your targeted audience.
The CBD market is changing quickly as customer awareness increases, and regulations are revised. For these reasons, throughout your journey to develop your CBD brand, you need to upgrade your brand identity accordingly.
There are several key questions you will want to be answered. The responses will expose problem areas that you will want to address.
Each element of your brand identity (name, logo, colors, typography, photography, iconography, web design, and motion media) will have to be evaluated against the main criterion of a strong brand: distinction from competitions, memorability in the customer’s mind, scalability with business growth, cohesiveness with other brand elements, and easiness to design.
The following steps may help you update your brand identity:
A strategy for search engine optimization (SEO) is a tricky marketing task in an industry becoming saturated with content as in CBD marketing.
You may have started with an SEO plan that helped your brand rank on Google, but keywords change with the marketplace. Some keywords that you used to rank for may have become more competitive; in turn, your ranking has decreased. Additionally, new keywords may have emerged since you created your CBD SEO strategy that you could now use to improve your ranking.
To update your SEO strategy, consider the following:
When the market gets saturated, the right approach is to find a business in a niche market. As you gain experience with clientele, you can run data analysis, combine it with market research, and then decide which niche market best suits you. In the CBD market, there are several approaches to breaking down market niches:
Despite the restrictions made on social media ads, companies can still have a functioning account posting neutral content, creating traffic, and increasing their Google rank. Try other, new social media platforms to market your products, don’t overlook options such as LinkedIn, YouTube, or TikTok, to reach your targeted audience.
For more information, check this detailed guide on cannabis social media marketing.
Keywords consisting of multiple words are specific and targeted and have lower competition than shorter, more general keywords. The keyword “CBD oil,” for instance, has a search volume of 752,000 per month. But according to Ahrefs, you would need 681 backlinks to rank among Google’s top 10. This is an enormous hurdle unless you have a huge website like Leafly or Healthline.
On the other hand, to rank for the long-tail keyword “CBD oil and alcohol,” you need only two backlinks, and it has a good search volume of 1500 searches per month.
CBD marketing in the digital sphere is eminently dependent on content quality. The quality of the content influences your brand image and determines whether it is perceived as credible or suspicious. Also, the volume and the standard of your content can boost or ruin your Google ranking. Moreover, you can’t generate organic social media reach without sharing creative and engaging content.
Yet, the question is, how can you create content that supports a successful CBD marketing plan?
Native advertising differs from traditional advertising in that it is not disruptive and doesn’t look like an ad. Native ads are generally embedded in the content or are simply paid content. Many people trust a website’s content over ads. Because trust is essential in CBD marketing, native ads work well in this market.
A report showed that native ads are an ambiguous model, with almost 50% of respondents clueless of what they are, which explains why the click-through rates in native ads are considerably higher than in traditional ads.
Using native advertising in CBD marketing is still bound by the regulations governing Cannabis advertising. Yet the technique offers the flexibility needed to overcome these restrictions if you manage to apply some standard practices:
What we learn here is that marketing CBD oil or marketing CBD products, in general, is not a one-time thing but rather a continuous, recurring process.
You probably have invested time and money into creating a solid brand identity, an SEO plan, native ads, and generated multiple attractive blog posts in the past. To sustain a growing brand, you need to repeat this process regularly.
The key to a successful CBD marketing plan is to focus on up-to-date quality content. You will want to regularly revise your brand identity, update focus-keywords, and invest in smartly placed native ads to attract new traffic to your website.