Just ten years ago, you probably couldn’t imagine owning a CBD business. In today’s world, it is a lucrative market where many people are trying their luck. A few CBD products that entrepreneurs are selling include:
This list certainly isn’t exhaustive. There’s probably a CBD-infused product for just about anything you can imagine. This doesn’t come as a surprise considering the high demand for CBD.
If there’s such high demand, then why do so many CBD startups struggle to find success? There could be many factors at play, but your marketing strategy might be where you need to look.
In this article, we’re going to be going over some of the challenges you might face when advertising. To counteract these, we also provide the best ways to advertise your CBD business on social media.
The Difficulties of Using Social Media to Market Your CBD Business
For most businesses, advertising their products and services on social media is a great way to reach new customers. Facebook and Google Ads, for instance, allows them to target specific audiences. Through promoted posts, they can put their brand right in front of potential users. Best of all, these campaigns are easy to set up and can be relatively affordable.
CBD entrepreneurs, however, have a harder time utilizing these ad platforms. This is because of the legalities surrounding CBD products.
CBD derived from hemp is legal nationwide but restricted in some states. CBD derived from marijuana is illegal on a federal level, although some states permit it. It’s important to note that federal laws prohibit the promotion of CBD products.
Because of the federal regulations, Facebook and Google don’t allow ads for CBD products. It doesn’t matter if you live in an area that permits them. Social media platforms will deny your ads. They might even penalize your account if you continue to submit ads that violate their policies.
One source notes that Facebook recently stated that they allow ads for non-ingestible hemp products (as long as you don’t mention CBD). However, it’s still possible that they’ll deny your post because of strict moderation.
A Workaround to Facebook Ads
If you are set on using Facebook Ads, you can try this method:
- Create a new Facebook page for your brand that doesn’t mention CBD.
- Buy a new domain name and create a new website. You can use your old content, but be sure not to include “CBD” anywhere on your pages. This is where you have to get creative; explain your product in a way that doesn’t require you to name it.
- Include pictures of your products on your website. They are OK to use.
- Create Facebook ads that don’t mention CBD or have pictures of your products. Again, this requires some creativity. Focus on the benefits of the product and what you can treat with them.
- Create a custom audience. Be sure to target users who have expressed interest in “hemp oil.”
- Launch your campaign. Check back to ensure that Facebook approved it.
While social media ads can be effective, they might not be the best approach for your business.
If you don’t want to navigate platform restrictions, try to promote your products organically. This means you are creating engaging content and connecting with other users. Some practical ways you to accomplish this include:
Post Engaging Content
This is the number one rule when it comes to social media marketing for any business. You want to post stuff that your users find helpful, interesting, or entertaining. This will make them invested in your brand and want to come back for more.
As a CBD entrepreneur, you have a lot of material you can post about. There’s already a lot of interest and curiosity surrounding the subject matter.
Don’t make all your posts advertisements. Try creating content that educates your consumers about the benefits of CBD products. Dispel common myths and attempt to educate.
While pictures and text posts can work, try mixing in a few videos. Videos are a great way to grab attention and increase engagement.
Interact with Other Users
This tactic is one of the simplest yet most effective ways to get out the word about your business. Like and comment on accounts interested in your brand. Share others’ content that your audience might find interesting or beneficial. Respond to the engagement you get on your posts.
No matter how engaging your content is, you can’t just sit back and expect people to stay interested. You want to develop a personal relationship with your audience to keep them invested.
Reach Out to Influencers
Have you thought about getting influencers to promote your products? This strategy is great for brand awareness. Users come across your company when they are already looking at content in which they’re interested.
Get to know your target audience and which influencers appeal to them. Make sure that the accounts you want to work with have followers relevant to your brand. The accounts also should have real engagement; steer clear of ones that look dominated by spambots.
When you approach influencers with a proposal, be clear about your marketing strategy. This can avoid confusion and misunderstanding down the line.
Don’t Stick to Just One Platform
This last tip comes with varying opinions. When it comes to which platforms you should focus on, some say to put most of your emphasis on one or two.
CBD businesses are already at a disadvantage because of advertising restrictions. It’s best to diversify and get your brand on multiple platforms. This way, you can have the widest reach possible.
That being said, managing multiple accounts can quickly become difficult. Be sure to remain as active as possible on all to establish yourself as a relevant brand.
Despite the challenges CBD entrepreneurs face, it is a lucrative business. With some hard work, persistence, and a little luck, you are bound to establish yourself as a force in the industry.