Recently, it seems there is a new cannabidiol (CBD) store popping up every day. They’re practically multiplying like rabbits. With all of these new CBD stores selling variants of the same product, how do you know where to go? What products to trust? What the heck even is CBD? That’s where marketing comes in. In an ever changing marketplace, our job is to know the intricacies of every sector of advertising.
The situation is further escalated when the two largest digital marketing platforms, Google and Facebook, have yet to fully embrace the CBD craze with open arms. Their approach is more similar to a reluctant side-hug. Instead of having free reign to target the right audiences, marketers need to get crafty.
Facebook has begun allowing companies to publish ads for only non-ingestible CBD and these ads can direct users to landing pages with these products.
However, companies cannot show the product in the ad. Additionally, if the ad directs users to a landing page that features ingestible CBD,their ad will be shut down and their business page could also be deleted. Since Facebook owns Instagram, the same rules apply for sponsored ads.
Google has prohibited ads for cannabidiol (CBD) and has listed this under “Unapproved Pharmaceuticals and Supplements” in their Advertising Policies.
However, if you search “Natural hemp products” on Google, you’re instantly met with several ads for hemp oils and topicals. None of the verbiage in these ads contains the word “Cannabidiol” or acronym “CBD.” You can submit your ad, but it will most likely be denied, especially after Google crawls on your landing page and sees “CBD” everywhere. If you’re lucky, your ad might last 2 weeks, but you also run the risk of getting banned from Google.
So, how can you successfully get your product in front of the right consumer online? Influencer marketing has been a huge success for CBD and cannabis brands nationwide.
Consumers are more likely to trust the recommendations from someone they admire on Instagram as opposed to a sponsored ad they see in their feed. Prices for influencer marketing can range from $250 per post to $10,000 depending on the influencers following.
Affiliate advertising is a great way to place your brand in a lower-funnel position in front of consumers. For those who don’t know, affiliate advertising places links to a brands landing page directly from someone else’s blog. Bloggers are typically paid based on pay-per-sale or pay-per-click. This can be a fantastic way for brands to market their product because consumers are already motivated to research the product and directly linking consumers from information to the final product cuts time in the purchase funnel. Depending on the size of the blog, this can be an extremely cost-effective solution since bloggers are only paid on a performance-based system.
All this said, it’s important to be transparent and honest in your messaging. Consumer trust is an invaluable resource within any market.
Especially here, making unsubstantiated claims that these products can cure certain diseases and ailments could land you in a nasty lawsuit with the FDA. Educate your audience on the effects CBD could produce and how it might assist with their ailment, not cure it.
The marketplace is flooded with misinformation and untested or in-house tested products. When marketing, it’s vital to vet the company you are working with and ensure the product is clean and free from heavy metals, pesticides, etc. When consuming, conduct research on specifically what ailment you are looking to support. It should be noted that products that contain up to 0.3% THC have been known to produce a stronger effect than THC-free products. This is due to something known as “The Entourage Effect,” but that’s a conversation for another blog.
Whether you are looking to produce educational flyers for your CBD products or put your brand in front of eyes on a screen, Miller Ad Agency will work hand-in-hand to ensure you get your share of the pie. Give us a call at 972.243.2211.