The COVID-19 pandemic has disrupted nearly every part of society. The healthcare system is overcrowded and overwhelmed. The economy has started and stopped multiple times. Small businesses and large corporations have felt the impact of an unhealthy consumer: both physical but also economically. Today, many businesses have been forced to close their doors for good, while others fight to keep enough revenue coming in to keep the lights on.
In many ways, CBD and cannabis-related products are seen as a luxury or fringe purchase for most consumers. Due to the economic strain caused by the coronavirus, many Americans and CBD users have been forced to tighten their belts and reassess their spending decisions. This undoubtedly has impacted some businesses.
As fall approaches and COVID-19 still remains a concern, how are CBD eCommerce businesses suppose to effectively marketing during the height of a global pandemic? Are CBD products even useful to people during this time?
Let’s first reiterate that CBD products are of great interest to everyday Americans — roughly 1 in 7 use CBD products. Today, If you want to know current trends you no longer turn to the newspaper — you turn to Google. In April of 2019, there were more than 6.4 million CBD searches. As consumer interest has really developed over the past few years, advertised CBD products have erupted. Now you can’t visit a gas station or downtown mall without seeing “CBD For Sale!” signs. And you don’t have to do far to find it online either. Smoke shops, big-name companies (like Target), and independent cannabinoid retailers have all staked their spot within the CBD eCommerce territory.
So if the demand is there normally, how do you advertise when the demand is forgotten about due to a once-in-a-generation health crisis?
Tip #1 – Advertise About Anxiety, Stress, Insomnia
COVID-19 has not only impacted our nation’s physical health, but also our mental health. The fear and consequences of the virus have caused many to have increased levels of anxiety, stress, and sleepless nights. CBD studies have shown anecdotal evidence that illustrates certain products could help lower anxiety and stress, and improve sleep quality.
This fall, some health experts predict for another wave of infection to take place. Sure to follow are the legitimate concerns of individuals — resulting in anxiety, stress, and insomnia. It would be a smart strategy to zero in on these potential benefits for users during a time when mental health is on the downhill.
Tip #2 – Create a Positive Environment Online
Social media is a great tool. It allows almost anyone to have a voice and use it. The issue is that social media platforms like Facebook, Instagram, Twitter, and so on can be overly negative and increasingly toxic. In 2020, a lot has transpired and social media has been a catch-all sounding board for a lot of hate. So much so, that people are feeling drained, disheartened, and disgusted by many online communities.
Therefore, when advertising for the foreseeable future, it is important for CBD brands to create a healthy and uplifting environment through their advertising. Ad copy needs to produce a positive feeling, imagery should be warm and inviting, video needs to feature light-hearted music and tones. Currently, it is easy for consumers to scroll past social media posts and ads based on the level of positivity. People are craving a reason to smile — make sure your marketing aims for that.
Tip #3 – Test Trial Influencer Marketing
As we continue to social distance, many Americans are opting to stay-at-home as much as possible in an effort to best safeguard their health. Due to this lack of social activity, individuals are spending more time on their phones and more time on their favorite apps — like Instagram.
Now is as good as ever to dive into influencer marketing. People are constantly scrolling on their apps looking to pass the time and stay in the loop with friends and family. Running an influencer campaign during this fall could yield higher than normal impressions, website clicks, and orders — based on past influencer campaigns or normal organic postings. Pairing with an influencer who has a community that aligns well with your target audience could help boost sales during this time.