How to Promote a CBD Brand on Social Media
The fact that CBD is such an expensive supplement to buy is a big part of what makes the CBD industry so attractive to business owners. One of the main reasons CBD is so expensive is that brands in the CBD industry take immense risk when it comes to self-marketing. Some business owners have gone to the hassle of sourcing goods, designing labels, and developing their websites only to find that most traditional forms of online marketing are not even available to CBD brands.
What Can’t You Do As A CBD Brand In The US? These are just some of your challenges:
- They can’t market your brand on most major advertising networks like Google AdWords.
- You cannot market your brand by promoting content on social networks like Facebook.
- You cannot sell your products on Amazon.
- You cannot sell your products on eBay.
- You cannot use PayPal as a payment processor.
So what can you do to market a CBD brand? For most companies in the CBD industry, marketing is essentially all about SEO and everything is done to maximize organic search ranking. However, this article focuses on another marketing channel that could prove just as valuable: social media. Here’s how to use social media to promote your CBD brand.
Prioritize product quality first and then social media marketing
The most important thing to know about marketing a CBD brand on social media is that no amount of promotional material can replace product quality and transparency. It is known that many CBD products have been tested and contain significantly less CBD than advertised and in some cases contain no CBD at all. Product quality is an important issue in the CBD industry. That’s why brands like Crescent Canna have spent the cost of shipping their products on for third-party testing and published the lab reports online.
If your products have quality issues, people will find out quickly – and you can get away from them with no expense. Nowadays, consumers know that they need to research CBD brands carefully before making a purchase. Make sure your basics are covered before you start thinking about your marketing strategy.
Don’t spend a fortune on influencer marketing
When companies in an industry start thinking about social media marketing, influencer marketing on Instagram is one of the first things that comes to mind. However, you should think twice before budgeting a large amount of money on influencer marketing or making it the core of your CBD social media strategy. Research has shown that engagement with influencers’ content on social media is decreasing, and is likely to continue to do so. The more followers an influencer has, the less likely it is that people will engage with that person’s content.
Consumers are becoming increasingly wise about the utter inauthenticity of the average Instagram influencer. People understand more than ever that influencers aren’t just ordinary people who happen to post great social media content. They are entrepreneurs who want to make money off of paid endorsements and love to advertise to anyone willing to pay their dues.
Don’t spend money on a social media personality referral unless you are absolutely certain that the influencer in question is a good fit for your brand and that people are engaging with the content.
Adapt the message to the platform
The worst thing to do when marketing a CBD brand – or any brand – on social media is just to post your blog content on any social media platform. If you don’t tailor the message to the platform and audience, it will be ignored. If you don’t have the time to manage your company’s presence on multiple social networks at once – and you can’t afford to pay someone to do it – it’s probably best to have the strongest possible presence on just one platform.
Remember that users expect different types of content on different social networks. People on Twitter expect short pieces of content that they can quickly digest and share with their friends. People on Instagram expect beautiful original photography. People on Facebook are often looking for interesting content to discuss with like-minded people. Remember that the message should always match the platform.
Optimize your content for search
People find content on social media in different ways. What you hope for is that your pages will gain followers who will then organically see your content in their feeds. In the best case scenario, your followers will grow your content by sharing it with family and friends. The reality, however, is that branded social media content rarely does this well. For example, on Facebook, you can expect about every 20th follower to see the content you post.
Social networks are so full of commercial content that companies should pay if they’re really serious about maximizing their reach. However, as a CBD brand, you cannot pay to promote your content on social media. The only thing you can do is make your content so engaging that people can’t help but share it with others.
However, there is another way for people to find social media content – they can find it by searching for it. With that in mind, Facebook, Twitter, and Instagram are basically their own search engines, and you can maximize the reach of your content by optimizing it for search. If you are interested in a topic that is trending in the CBD world, post it to benefit from the search for that topic. Use hashtags to make your content easier to find. However, limit them to a maximum of a few per post.
Don’t make medical claims about CBD on social media
When writing social media content about your CBD brand, you need to be extremely careful and always avoid saying anything that could be construed as a medical claim. Social media may be an informal platform compared to your own website, but authorities like the FDA will treat your messages as official regardless of where they appear. It’s not a bad idea to have a compliance officer in your company and run your social media content through that person before it’s approved for publication.