BUSINESS TRAINING: CBD CONTENT MARKETING
Blog posts, YouTube Videos, Social Media, Email Newsletter, SEO. Does your business have a CBD content marketing strategy? If not, then this is the guide for you.
What Is CBD Content Marketing And How Can It Help Me?
Search Engine Optimization (SEO) and unique content marketing are key pieces to a successful CBD company marketing and branding strategy. As I’m writing this, Google and Facebook do not allow CBD companies to advertise on their platforms. Traditional digital marketing is on hold for now.
If you sell CBD oil or any type of CBD product, you need to put together a content marketing strategy. And that content marketing strategy should focus on user intent with a strong call to action whenever possible.
Optimize your user-focused content strategy to include both short and long-tail keywords and keyword phrases.
Creating high quality, laser focused content using both images and videos that hits home with your ideal customer is essential.
Increased engagement and generating sales is the overall goal that should be kept in mind when creating new content.
CBD Content Marketing
As you read this, your ideal customers are out there searching the internet for CBD products to buy. The goal is to put your brand in front of them as often as possible.
You achieve this goal by creating:
- Having a detailed plan for creating new content as well as curating popular content online
- Optimizing blog and video content
- Optimizing website images
- Making sure your social media profiles are optimized
- Spreading your content online using available channels and platforms
Creating content with a purpose makes a huge difference vs. just winging it. Knowing what to post and when to post it helps to foster engagement, build loyalty with your ideal customers, and most importantly, convert sales.
Creating unique, high quality content that your followers and customers engage with and want to share with their social networks is the ultimate goal.
Research your ideal customers and create high quality that speaks to their interests.
- Video – Descriptive reviews and “session” videos of your CBD products highlighting the differentiations that give you a competitive advantage.
- Photos – High quality photos showing your products being used.
- Optimized Blog Posts – Unique content that engages the reader and is optimized for their intended searches. Priority is given to focusing on keywords and keyword phrases that you are targeting.
- Email Marketing – The money is in the list. Push traffic to your website by emailing offers to your subscribers.
Offering something useful for free in exchange for an email address is digital marketing 101. Once you have a buyer’s email address, you have them in your system for good. (Or until you piss them off and they unsubscribe.) The more valuable and informative your lead magnet is, the more likely people are going to sign up to receive it.
(There’s nothing wrong with creating multiple lead magnets.)
Providing free content, or a “Lead Magnet”, that the user finds valuable helps them build trust in you and your brand. Quality content is what helps turn a potential customer into an actual customer that spends money on your CBD product.
A Lead Magnet is a free incentive/piece of content that you create and send to potential buyers that have shown interest in your brand. In exchange for your lead magnet, buyers provide their email address so that you can send them the information.
Normally lead magnets offer a free ebook or downloadable guide like a PDF cheat sheet or checklist.
As far as effectiveness goes, lead magnets are great. They are easily one of the best ways to get people to subscribe to your email list.
The internet loves lists. A great lead magnet for CBD users would be a resource that helps them find the best CBD oil. Something like “The 7 Best Full Spectrum Oils of 2019” would be a great guide to give away. The goal is to create something as useful as possible, and give it away for free.
Ideally the consumer finds your information so useful that it motivates them to make a purchase from your online store. Even better, they buy a couple bottles of CBD oil from you then tell their friends about you.
Instagram is a perfect way to drive traffic to your lead magnet. This is done by linking to your lead magnet in your Instagram bio. Then, every few posts, make mention of the link in your description. This will take people from your IG post to your IG bio, then your IG bio takes them to your lead magnet via a link.
Linking to your lead magnet from your blog posts, video posts, list emails is a great way to drive warm traffic to your offer.
Once they sign up for your lead magnet, wait a couple days and then start emailing them useful information about CBD and the CBD community. Organically include information about your CBD company here and there in your emails.
Why You Should Be Creating CBD Lead Magnets
- Builds your “tribe” of loyal followers
- Organically builds` your email marketing list
- Helps you establish yourself as an expert in the community
You don’t have to spend tons of money on paid ads in order to launch a new CBD oil brand. Don’t get me wrong, it definitely helps. But it’s not mandatory.
One of the main reasons content marketing is so effective when it comes to converting cold traffic to warm traffic, then into actual paying customers is because when someone lands on a piece of your content, chances are they were searching for something CBD related. Most likely to educate themselves or to make a purchase. A well crafted piece of content should provide them the answers they are looking for.
If it’s information they seek, give them such detailed data that they bookmark your website or subscribe to your email newsletter. If it’s CBD products they are after, provide them with honest and accurate information and a clear path to purchase.
Your ideal customer is probably using search terms like:
- CBD oil
- CBD oil for pain
- CBD oil for anxiety
- CBD for sale in (city)
- CBD oil for sale online
Customers searching these terms are some of the hottest leads available. Positioning your content so that it “catches” as much of this traffic as possible is done by using keywords and keyword phrases.
Your CBD content marketing strategy should include a plan to place quality, relevant CBD related content in the search results for these terms.
Publishing well written CBD related content on the blog section of your website will help you generate sales. Try to create both picture and video blog posts that answer the questions your customers are searching for on Google.
Paid advertising works well but isn’t always a realistic option for everyone’s budget. Use search engine optimized content to rank on page 1 of the most popular CBD related search terms and you will generate just as many, if not more, CBD sales than any paid ad campaign ever could.
Why You Should Be Blogging About CBD
- Saves money (Much less expensive than traditional advertising)
- Brand recognition
- Once your content ranks on Google, you get free quality traffic
If you don’t have experience email marketing it may not come to mind when you think about the most effective ways to market your CBD products. I speak from experience when I tell you that email marketing is one of the best and most effective ways to brand and market your business.
3 things that people check daily:
- Text messages
Note that all three of these are mobile friendly activities. Be sure that your marketing campaign has a heavy emphasis on mobile customers. Everyone is on their phones looking for CBD.
Mobile email use in 2019 Is expected to reach 251 million people monthly. To take advantage of this traffic, put together a weekly email series that focuses on product reviews, coupons, and announcements. Use this email to drive traffic to your website by linking to blog posts and products.
Email Marketing isn’t just an effective way to generate CBD sales, it is also the perfect tool for keeping your most interested and loyal customs informed on what your business is up to. If you’re launching a new product, email is a great way of letting customers know.
Almost 30% of online shoppers subscribe to some sort of email newsletter to stay informed on products that they are interested in.
Why You Should Be Email Marketing
- Stay close to your most interested potential and current customers
- Provide information that helps you establish your brand as an expert in the community
- Market directly to targeted potential buyers
Social Media Influencers
If I had to bet, I’d say at least 50% of CBD brands are using Instagram influencers to content market their CBD products.
Instagram loves engagement. Posts that have higher than average engagement levels tend to be seen by more people. It’s kind of a “chicken or the egg” situation. You need engagement to increase visibility but you need visibility to increase engagement.
Related: How To Hire Instagram Influencers
This is where Instagram influencers help out a lot by posting about your CBD brand and driving traffic to your post thereby increasing engagement which in turns increases organic visibility.
Instagram is the “go-to” platform when looking for influencers but it’s not the only platform. CBD blogs like projectcbd.org and cbdnerds.com publish quality content that is read by thousands of people every month. Create a network of CBD blogs that have similar vibe and outlook as you do. Use this network to regularly post new content about your products by hiring them to write content for your blog or by sponsoring review posts on their website.
Why You Should Be Working With Influencers
- Immediately expand your marketing reach
- Avoid platform advertising restrictions on CBD
- Create long term relationships with marketers that are growing their reach
Search Engine Optimization
Some people don’t consider SEO as content marketing but I definitely do. Quality optimized content is how you rank on Google. Ranking well on Google is how you drive tons of free, high quality traffic to your website.
Optimizing your content gives you the ability to place your relevant blog posts or your different video posts in front of people that are searching for, and looking to buy, exactly what you are selling.
Your ideal customer is online right now searching for information on different CBD products so that they can decide which one to buy. Help them find your content buy optimizing it correctly.
Take a look at some of the most popular CBD related internet search phrases. These are terms that people are typing into Google when they are looking for CBD:
- CBD oil
- CBD gummies
- CBD capsules
- Where to buy CBD
- CBD for sale in “city name”
- Buy CBD oil online
- Correct CBD dose
- CBD for dogs
- CBD vape
- CBD for pain
- CBD for sleep
In order for your content to appear in Google’s search results when someone is using one of the above terms or something similar, you need to have a detailed content plan and strategy. It’s not going to magically happen just because you add content to your website.
The whole purpose of SEO is to help your content make it’s way up to page 1 on Google for the most relevant and popular search terms.
Content marketing strategy and SEO strategy go hand-in-hand. If consumers can’t find your content online when they are searching for the exact topic you post about, why even have the content online in the first place? The goal is not only to create quality content, but to also have as many people as possible find it.
Why Search Engine Optimization Matters
- You control the platform. Nobody is going to delete your blog posts but you.
- Drive the highest quality traffic to your website every day.
- Well optimized content drives traffic for years to come at no charge.
Running a successful CBD business is getting harder and harder every day. There is still a ton of money to be made if you know what you’re doing. Every CBD professional out there is looking for the “secret sauce” to success. Having a well thought out content marketing plan gives you a leg up over the competitors that are learning and implementing as they go.
Take the time to put a 30 or 45 day content plan together. Stick to the plan and after 45 days, analyze the data and make needed adjustments. It’s as simple as that.
Good luck and as always, feel free to contact me with any questions.
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