Marketing Best Practices for Cannabis and CBD Brands
Even though CBD products are really becoming more of a mainstream CPG category these days, marketing them is not as straightforward. Since there are restrictions on using Instagram, Facebook and Google Ads, driving traffic can be challenging.
Since we wrote our first article on marketing CBD best practices, limitations on these paid social media platforms have gotten even more restrictive. Here are some best practices that are still viable for marketing Cannabis and CBD brands.
- Optimize your website content and pages for cannabis-related keywords to help with organic search results.
- Create an opt-in sign up landing page and share updates via email or SMS
- Email marketing is one of the most effective ways to grow your CBD/cannabis brand and get directly connected with your customers.
- Choose a Cannabis friendly ESP that doesn’t have restrictions for your industry.
- Set up a few key automated sequences. This includes your welcome messages for a variety of customer segments and a number of lifecycle messages.
- Email marketing is one of the most effective ways to grow your CBD/cannabis brand and get directly connected with your customers.
- Get listed in directories including local directories like Google My Business and Yelp, but also cannabis-specific directories like Leafly, Weedmaps, or Jane.
- Encourage customer reviews on your website through the use of popular platforms, such as Yotpo, Trustpilot or Bazaarvoice.
- Since running ads on FaceBook and Google can be very restrictive, try going the direct to publisher method. You have the option to focus on Cannabis related sites or publishers that are friendly to marketing of CBD, like many of the Conde Nast publications. Below are some examples of cannabis-friendly advertising platforms and publishing networks
- Exhibit booth and network at cannabis industry conventions and events and share through social media posts.
- You will see us this year at Luxury Meets Cannabis
- Use ambassador and affiliate marketing programs such as Refersion, Impact Radius or ShareASale to cultivate relationships with influencers.
- Shoppers will continue to turn to influencers to guide their ecommerce purchases. Creating a network of affiliates that post about your brand will help to push potential customers further along the journey to purchase.
- We recommend a 30% commission to entice top affiliates.
- Shoppers will continue to turn to influencers to guide their ecommerce purchases. Creating a network of affiliates that post about your brand will help to push potential customers further along the journey to purchase.
- Install a loyalty program through ecommerce platform to reward returning customers
- Write guest posts and participate in podcasts on credible sites that allow marijuana and related products such as Marijuana Mommy, High Times
- Billboard advertising
- You might think it odd for a digital first agency to recommend a billboard but this can be a great tactic to support local retailers
- Sponsorship of events or benefit concerts such as Rock the RoC
- Promote your brand on event signage, event website and social media and all marketing material and PR efforts.
- Tie in to a charity or cause that aligns with your brands’ values
- Marketing activations to garner press and social media coverage
