Top Social Media Tips for Marketing Your CBD Business
Many people are hoping to take advantage of CBD’s rising popularity and launch their own businesses. Not only does it come with a wealth of health benefits, but it also cannot get you high, so people are utilizing it for ailments like pain, anxiety, depression, inflammation, neurodegenerative diseases, and more.
However, because CBD comes from cannabis, platforms like Facebook, Instagram, and GoogleAds have banned advertisements related to the industry. Without these outlets, CBD owners are having to get creative when it comes to marketing their businesses. Just because these channels prohibit paid ads, though, does not mean CBD owners cannot use them and other social media platforms. If you own a CBD business, here are a few social media tips that can help you reach a sizable audience anyway:
Focus on education
CBD is subject to a great deal of misinformation. Because it comes from cannabis, many people conflate it with marijuana and THC. CBD advocates know that it won’t get them high, but the general public is still wary. If you want to make sales and expand your audience, you’ll first need to educate them about why CBD is not what they think it is.
This is also your opportunity to prove yourself as an expert in the field (and if you are going to be a part of the cannabis industry, you should be). Talk about the science behind the endocannabinoid system, phytocannabinoids, growing hemp organically, extracting CBD with processes like CO2, and more. Use social media (along with other outlets, like blogs) to establish yourself as a thought leader.
Make your content intriguing
Of course, people learn best when it’s fun. Don’t let your educational content be dull: would you follow an account that is consistently dry? Probably not, because even if it has an abundance of information, you are not absorbing it very well.
Refrain from being boring and over-promotional. Instead, you can host interviews with experts and share visually appealing infographics. Maybe you can produce a behind-the-scenes video that gives followers a glimpse at your farm and what hemp looks like before CBD is extracted. Share testimonials from other users. Whatever you do, make it compelling, and help potential customers imagine what role CBD could play in their lives after they discuss it with their doctors. You can also use top Instagram tools to provide you with insight into how your campaigns are performing, and use SocialSteeze.net to automate much of your growth.
Work with the right agencies
You can execute your social media campaigns yourself, but if you have too much on your plate or want some extra help, partnering with an agency is an option. Be careful about who you ally yourself with, though—VP of social media at North 6th Agency, Jasmine Pickel, says:
“I’ve heard horror stories like, cannabis companies who had built up six-figure followings on social media sites that had been wiped out overnight because Facebook or Instagram had shut down their pages because they worked with an agency that set up ads that contravened Facebook’s advertising guidelines, and then overnight, just like that, their followings were eviscerated. So, it really is important to work with a company that knows these policies inside out and knows practices that would support the business.”
The complicated legality of the CBD industry requires a careful and nuanced approach when it comes to marketing, so don’t put too much stake in entities that don’t know how this field works.
Partner with influencers
Influencer marketing is a popular advertising method that entails striking a deal with individuals popular on social media and asking them to give your brand a shoutout in return for a fee (and maybe some free product samples, too). This method can be effective for educating audiences because they will take what their trusted internet personalities say seriously. It’s also advantageous for tapping into their preexisting audience without having to target them all yourself. Be cautious of influencers that charge extremely hefty rates, though—you don’t want your ROI to be too small.
Think outside social media
There are ways you can market your business outside of social media, too, even without GoogleAds. For instance, you can write a blog to provide educational resources and help with your SEO efforts or create an email subscription list. It’s also a practical idea to boast top-notch customer service, which will encourage customers to return their business to you and tell their friends about their experience.
The CBD industry as we know it is still relatively young and misunderstood, so marketing your business comes with particular challenges—but fortunately, you have social media and the best Instagram tools at your disposal. How will you market your CBD business online?