15 May CBD & Digital Advertising
As the CBD industry continues to grow, as does the number of companies looking to promote their products to consumers. CBD is also known as cannabidiol is a nonintoxicating cannabinoid found in cannabis and hemp. Products that contain this cannabinoid are known to have rapid healing qualities for a wide variety of diseases and ailments. CBD products are hot and so is the advertising marketplace for the products. It was valued at $1.9 billion in the United States last year by the cannabis market research firm BDS Analytics and forecast to reach $20 billion by 2024.
From traditional media to digital ones the advertising industry has seen the CBD popularity as a gold mine of opportunity. A simple Google search can reveal a large number of advertising companies that work exclusively in the CBD & Hemp industry or have developed a department that caters to CBD businesses. One of the more popular ways to reach customers is through digital marketing and advertising. Due to the relatively low cost of entry into digital marketing, CBD businesses have seen great ROI. Because there aren’t a large number of CBD companies investing in digital marketing, the opportunities are myriad at the moment.
Ways to Advertise CBD Products Online
Search Engine Optimization
An important factor for a successful business website is having the proper SEO strategy. Developing a strong SEO foundation will make your business more noticeable online. For online businesses within the hemp and CBD industries, the need to optimize your website to earn improved rankings within search engines should be apparent.
Unfortunately, advertising on Google Ads, Bing Ads and Facebook Ads are currently unavailable. There are however other avenues of paid media that allow marijuana, CBD, and hemp advertising. One sure-fire way to advertise CBD online is to use native advertising. This type of advertising allows your brand to place sponsored CBD content on third-party websites, usually on a CPC or CPM basis.
In order to stand out in this growing industry, you must have a website that is both mobile-friendly and readable by search engines. If you’re looking to sell your products through an eCommerce website, be sure that products are clearly labeled for shoppers and ensure the shopping experience is smooth and painless.
Another method of advertising that can help a business stay compliant is by sponsoring podcasts. Most if not all podcast shows are looking for or interested in sponsors that they can partner with to grow their exposure and keep the lights on. There are also podcasts that feature stories and entire shows to the CBD and Hemp industry, which can offer a more relevant partnership opportunity. The other awesome thing about sponsoring a podcast is that it comes with a guaranteed, existing audience.
Email marketing is and will continue to be a very reliable source of exposure and revenue for many retail businesses. Although there are some doubters of the strength of this medium email marketing and it’s ROI for business has grown over the past few years. A great way to begin building a list of email contacts for your campaigns is by offering free content and products/samples.
OTT stands for over-the-top. This refers to any device or service that is used to stream digital content to a TV or similar device. The group of devices commonly classified as OTT include:
- Apple TV, Amazon Fire TV & Android TV
- HDMI sticks (Chromecast, Roku, Amazon Fire TV Stick)
- Smart TV
- Game consoles
- DVR set-top boxes
- Internet-enabled smart Blu-ray/DVD players
This technology is expected to improve a great deal in the coming years and will offer CBD marketers the best of both worlds – the benefits of programmatic, as well as the growing reach of streaming services.
Hopefully, these ways to marketer your CBD & Hemp products online are useful. Although there are some restrictions on advertising CBD products, there are just as many opportunities to get the word out. I believe as time goes on, we’ll begin to see the current restrictions become a thing of the past.