Branding and marketing are key in the CBD market, your brand must stand out! At a glance, it can tell people about you, your company and your values. Once you have sourced a quality CBD wholesale supplier or reputable CBD whitelabel partners, branding is the most important decision a company can make. It helps retailers connect to your product, making it easier to get into those chains and boutique stores. In short, it's branding and CBD marketing that will make your business a success or failure.
With that in mind, The Extract have on your behalf met with, assessed and evaluated some of the best CBD focused marketing firms in the UK and Ireland. Whether you're a start-up on a tight budget or you have a larger target market in mind, it's important you have a trusted partner. We will help connect you with reliable partners to help you and this industry achieve its potential.
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Set Yourself Apart, the Importance of CBD Branding
Branding is key in the CBD market.
There are literally thousands of CBD companies occupying the CBD space so creating brand loyalty and a unique value are essential for setting yourself apart.
At a glance, a strong, unique brand tells a story about your company and your values.
It helps consumers connect to your product, and grow your popularity through brand recognition. Thorough branding can make your business a success or failure.
The Extract has assessed and found what we believe is the best CBD focused online marketing firm in the UK and Ireland. Whether you're a start up on a tight budget or you have your sights set on a larger audience, we believe they can help hone that brand voice.
We will always help connect you with reliable partners to help you and this industry achieve its potential.
Registering your business & the legalities
After you’re assured that this is the name for your burgeoning CBD beauty empire it’s time to set yourself up as a business entity.
We highly recommend setting up your business as an limited company. If possible set up your entity under the same name as your business. Many companies choose their company name and then get a T/A (“trading as”) which is probably unnecessary. Use sources like knowem to check for trademarks and available social media handles and domain names.
Check the prerequisites in your jurisdiction
Depending on your company location there may be different legal documents to obtain. Make sure that, along with your market research, you know what the prerequisites for a business of your type is.
Importance of CBD marketing
With so many CBD brands vying for consumer attention it’s more important than ever to have a strong marketing plan.
5 Strategies to Market CBD online
- SEO focus
- Content growth
- Email marketing
- Influencer marketing
- Trade shows
Search Engine Optimization (SEO) is one of the most effective ways to target your chosen demographic and get them to your website.
Your next customer is online right now looking for products that you can give them. They search for terms like ‘CBD’ or ‘buy CBD oil’. So you want them to find your content first, right?
Integrating keywords and phrases into an SEO-optimized is a key strategy to market your brand. You can create meta tags, submit your website to directories, and include key search phrases on your pages.
Engaging Content & Video
Whether you outsource your content needs or produce it in-house with your own content team – informative, well-written, and engaging content is what will keep people coming back to your website.
Effective content marketing is an excellent way to bring consumers into the conversion tunnel because many people are searching for the information you’re providing.
These are just some of the phrases that potential customers are already searching for online. In order to take advantage of this, your marketing strategy needs to include creating content that is relevant to customers who will then come to your website.
SEO optimized content is very effective as we’ve mentioned. You can also try experimenting with relevant blog articles on your website that answer specific questions, product reviews, and up-to-date informational articles on the world of CBD.
The best ROI of any marketing. Build a database, email inboxes are still one of the most popular places to visit daily. Which means that, even in 2020, email marketing is still a vital asset in any digital marketing strategy.
In fact, if done correctly it can prove to be one of the most lucrative ways to market CBD oil products and accessories.
As a company, you want to figure out how to get your products in front of customers quickly. Email does this, connecting right to your customers' phone, with little investment.
So how can you take advantage of the millions already looking at their email inboxes every day?
Start a CBD education-focused newsletter brimming with product reviews, blog content, CBD announcements that can drive customers to your website and e-store.
In order to be seen on Instagram (and social media generally) you need high levels of engagement. This is what will give you the edge over other brands in the CBD world.
The fastest way to do that? Use influencers.
Using influencers in combination with affiliate marketing is arguably the best way to market CBD on social media. This will create a long term sales funnel and potentially reduce the amount you spend on influencer marketing.
Don’t limit yourself either to just Instagram. Have a look at what bloggers could offer your company. There are plenty of well-respected health and wellness blog and vlog channels on YouTube.
In today's Covid environment this becomes increasingly more difficult but meeting people face to face and word-of-mouth remains one of the most powerful forms of marketing. For any emerging brand it’s important to get out there and meet potential customers and industry players as well as assess the competition.
Events like the World CBD Expo and the CBD Expo Tour are places to demonstrate what your brand has to offer. The return on investment is potentially huge at such events.
Things to avoid
There are a few things you should 100% avoid as an up and coming CBD brand. Due to the fledgling nature of CBD any one of these could be a huge red flag to those interested in your company.
- Anything not approved by the FDA
- Health and medical claims
- Untested assumptions
Why is there so much regulations? CBD (or cannabidiol) is a cannabinoid compound made from either hemp or cannabis plants. It does not induce psychoactive effects unlike the more commonly known cannabinoid THC (tetrahydrocannabinol).
CBD commonly falls into one of two categories:
- Food grade
- Therapeutic grade
There has been a huge surge in the popularity of CBD in the last number of years and experts project that this will create a $16 billion by 2026 in the United States alone.
In the past there has been a lot of focus on the more well-known cannabinoid THC (tetrahydrocannabinol). However, nowadays there is a growing body of scientific and peer-reviewed research into the potential therapeutic effects of CBD. This is what has raised its profile in the health and wellness arena.
Is the CBD market in the UK worth investing in?
The Cannabis Trade Association (CTA) has said that the European cannabidiol market is currently estimated at around half a billion pounds. The UK alone commands around £110m of that.
The CTA also predicts that the popularity of cannabidiol products will only increase as time goes on. As we said above with regard to the US market, the potential is sky high.
What are the challenges of marketing CBD?
Despite the fact that CBD is bigger than ever there are many challenges facing emerging CBD brands. By attempting to tackle some of these you can contribute to increasing your company profile in the eyes of many consumers (particularly in relation to education).
Lack of education
Even though more people know about CBD, there’s still quite a lot of confusion regarding the substance. People want to know exactly what it is they’re dealing with. In particular, whether or not CBD is safe, legal, and an effective alternative.
There is still something of a stigma surrounding CBD as it is commonly associated with mainstream cannabis or marijuana. This has created a hesitation to embrace CBD by the market and an obstacle for businesses to overcome.
Like we mentioned above, there are literally thousands of CBD companies clamouring for the top spot in the CBD space.
Because of the recent explosion of CBD products and the industry, there are a lot of the same issues that we’ve seen in the craft beer business.
If you want to stand out, if you want to survive, you need to be strategic. This is where branding becomes so essential. As an emerging CBD company, you will need a clearly defined marketing strategy to be successful in this highly competitive market.
Confusing or misleading legislation
There’s no two ways about it – CBD laws are complicated. Whether your company is based in the United Kingdom or the United States there are some legal grey areas that are complicated, confusing, and you will need to understand them.
Unfortunately, this lack of clear cohesion in legislation has led to banks and lenders to perceive CBD companies as ‘high risk’.
This can make transactions difficult as well as creating problems with investors or ad agencies.
Wrong target audience
The CBD consumer is not one kind of person. In fact, they come from all age groups, ethnicities, and socio-economic backgrounds.
While this gives you a very wide base to target in your marketing strategy it also presents its own unique problems. Here are just some of the questions you should be able to answer before building your strategy and brand.
- What symptoms or conditions do your target audience want assistance with?
- What is the age range of your audience?
- Who is your typical customer?
- What motivates your customer to buy CBD oil?
You need to also consider your competitors. Who are they? Do they offer only CBD or can they provide prescription meds or other alternative medicines? Can you target these audiences, too?
Marketing specialists can help you with your CBD brand
ORH Marketing is one of the leading digital marketing companies in the CBD space. Boasting nearly a decade in CBD-focused marketing experience they know better than most the many pitfalls of this fledgling arena.
Whether you’re interested in furthering your CBD brand or just starting off, ORH Marketing can provide you with the boost you need. Contact ORH Marketing today and let them help you become great.
Read our similar article on: How to start a CBD business?