CBD products often get dubbed the little brother to cannabis. The unfair characterization has lead to CBD flying under the radar in a variety of ways including: product knowledge and awareness. Since the passage of the 2018 Farm Bill, cannabidiols have exploded in production and popularity. Today, one in seven Americans uses CBD.
Since CBD lacks any real THC content, the products do not produce a “high” like cannabis. This factor has generated a noticeable interest in all age groups, especially older generations who hold the most rigid opinions of hemp-derived products. This market trend has lead to CBD products being heavily pushed toward these older age demographics. However, CBD consumption still remains highest among 18 to 29-year-olds at an estimated 20 percent (based on a Gallup survey). In addition, Americans living in the West are more likely to use CBD products compared to any other region within the country.
CBD has been advertised as a lifestyle choice and self-care method, which has shown to poll well with intended audiences. Today, users buy CBD products in search of a natural form of treatment or relief. According to that same Gallup survey, the top six reasons for use by consumers include:
- Pain relief
The Content Strategies to Use
The beauty of content marketing is that it is like Play-Doh. It has the ability to be mended and molded-in nearly any direction for any type of marketing goal. In the quest for more CBD leads, content marketing offers multiple avenues to explore for your business in order to capture and retain more customers.
Engaging Organic Social Media
The power potential of social media can’t be overstated. So many businesses, regardless of industry, see success because of their killer social media presence. From Instagram to Facebook to Twitter, these multiple platforms offer a different way to engage and attract customers. As one of the hottest trending products on the market, CBD currently has a lot of genuine interest from social media users. Bringing new leads into your digital environment relies on creating unique, original, and engaging content.
So what does that look like?
Two great Instragram examples would be Lazarus Naturals and Green Roads. It all revolves around being consistent in theme and message. Highlight your product packaging, use real-world users to create authentic images/video, show CBD as a lifestyle choice of empowerment.
Influencer Marketing Works For CBD
Since social media is still dominated by younger generations, influencer marketing proves to be an effective tactic for reaching the primary audience for CBD companies. Working closely with influencers that have the right audience enables your company to a direct (and trusted) voice with these potential customers. Developing messaging and specific supporting content to their posts helps leverage your product in a positive light. People buy from people they like, and influencer marketing has shown to produce good ROI.
Blogging and White Papers (People Still Read!)
All this talk about social media may make you think short-form and long-form writing is dead. WRONG. Since the primary use for CBD is some form of pain or symptom relief, written content can serve as the perfect vehicle for transporting page visitors into warm leads.
This content needs to be educational and professional in voice and tone. Discussing how CBD is used, why it is used, and what anecdotal evidence exists to support the use would be useful to page visitors (quick note, no paid campaigns can advertise the health benefits of CBD or cannabis). In your writing, aim to create 10x content when possible. This means filling your blogs and white papers with engaging design, supporting graphics, etc.
Email Marketing: A High ROI
Email marketing is still one of the best ways to connect with and develop leads. Offering product discounts, exclusive newsletter information, and other promotions are easy ways to lure potential consumers into your sales funnel. The low barrier of entry with an email sign-up allows you to gain direct access to a potential consumer via their inbox.
Think about it. How incredible it is to have the ability to hand-deliver content to these leads. Email marketing gives you the chance to push all your other content marketing materials and avenues right to these leads for practically nothing. In order for this strategy to work, you need to have enticing copy (if your subject line is blah, no one is opening the email), a stimulating email design template, and the use of motion in emails is becoming the status quo — no longer the “cool effect.”
Need Help Building A Content Marketing Strategy?
Elevato Marketing is a full-service digital agency specializing in cannabis advertising. With a team of experienced professionals, we are ready to help connect your products and services with the right clients. Contact us to see how together we can benefit your business!