Since the 2018 Farm Bill ruled it to be legal at the Federal level in December, there has been an exponential growth in the CBD oil industry. In fact, it’s estimated that by the year 2020, the CBD industry will be worth more than $1 billion.
Most CBD oil sales are being made via brick-and-mortar stores but as demand increases, it won’t be long until selling via e-commerce becomes the norm.
This has presented an opportunity for digital marketers to jump in on the trend and take advantage of the growth in CBD companies.
After all, online CBD oil businesses need to get their product in front of consumers to succeed – and the only way to do this is through well-thought-out digital marketing strategies.
This article will show you 3 ways marketers are getting you addicted to CBD oil in 2019.
These tactics are highly effective. They have been used across a variety of industries but there’s no doubt that CBD oil businesses benefit from them too.
1. CBD Oil Lead Magnets
Lead magnets provide upfront value to the consumer. They exchange email addresses for content the visitor can use right now.
The point of lead magnets is to start building a relationship and trust with a customer by giving away something for free. This can be in the form of a PDF, ebook, access to an exclusive video and so on.
Lead magnets are an excellent way for CBD oil companies to get more email subscribers. When a visitor hits the landing page, they can be presented with downloadable content such as ‘How To Use CBD Oil To Improve Your Workout’.
Once the visitor has used the content provided from the lead magnet, they find the information useful enough to purchase the product.
If they enjoy the content, they can also share it with their friends or colleagues through referrals – one of the most powerful marketing tactics!
Marketers use lead magnets on their a CBD website for click-throughs and downloads. They drive traffic to the website through methods like link building and paid search on Google.
Lead magnets can also be promoted to the right audience through social media. Marketers create a buyer persona, find out where they hang out online and share content using relevant hashtags or PPC.
For the lead magnet example above, we would use Instagram and Facebook and target the lead magnet for people that enjoy working out and staying active.
Social media influencers are another tactic marketers are using to promote CBD oil – we will cover this a bit later on.
2. CBD Oil Content Marketing
CBD oil ads is still a risky business. While it is technically legal at the federal level, state laws are still prohibiting the sale and use of CBD oil, meaning it’s not always advisable to use PPC to drive traffic to the lead magnet.
Nevertheless, due to the increased attention, people want to do research into CBD oil for themselves, such as it’s benefits, potential side effects and where they can buy it.
In order to find this information, they use keywords and other search phrases in Google and other search engines.
Marketers are tapping into this increased attention and search to market CBD oil through content marketing and blog posts.
They create strategies based around these keywords to make a CBD oil website visible and relevant in search.
Marketers use a variety of approaches to content marketing.
One of which is blog posts. Blogs are great at answering the CBD oil questions that searchers are looking for without directly advertising the product.
Marketers then use SEO techniques to rank these posts on page 1 for appropriate CBD oil searches, such as link building, guest posting and outreach for expert interviews.
The higher the post ranks in Google, the more authoritative the CBD oil business becomes in the eyes of the searchers, increasing click-throughs and, ultimately, enquires and sales.
3. CBD Oil Influencers & Affiliate Marketing
We touched on how marketers can use social media for CBD oil in the first point. Now it’s time to go a little deeper.
People trust influencers, making them extremely valuable. So much so that, according to Digital Marketing Institute, 49% of consumers depend on influencer recommendations.
When consumers are confident in influencers’ recommendations, they are more likely to buy a product.
This information is incredibly useful for marketing purposes.
CBD oil businesses require lots of engagement to get content in front of the target audience. The best platform for engagement is Instagram.
Specifically, marketers are using micro-influencers and affiliate programs.
Marketers know that affiliates offer extra incentives to micro-influencers in return for promoting a product. This reduces overall spend on influencer marketing; as they take part in the affiliate program, there’s no need to pay them per post for promoting the product.
Instead, they are incentivized to promote it by themselves.
But that’s just Instagram.
Marketers are using influencer marketing from other platforms like blogs to market CBD oil to their target audience.
Building a presence through different platforms builds brand awareness, resulting in increased search queries, organic traffic and online sales.
Whether it’s through health and wellness or general business opportunities, there are many CBD oil blogs with regular organic traffic to partner with.
For example, marketers can offer a post exchange with the blogger or another affiliate program in return for promoting the product.
With this being said, marketers research these blogs to see if the business they are marketing makes a good fit for the blogger’s audience. It’s not a good look for their client if they are promoting CBD oil to an uninterested audience.
Marketers are using these three tactics to increase sales for CBD oil businesses. With more interest in the product than ever before, CBD oil businesses must take advantage of these strategies to grow and establish authority. The quicker they establish themselves as a market leader, the more successful they’ll be.