The Hemp Industry Daily is estimating that 2019 CBD sales in the U.S. will surpass 2018 by 133%, and by 2024, it will exceed $10 billion. One of the most significant increases in the use of CBD-infused products is occurring in the food and beverage industry.
Is your brand ready to compete with the onslaught of new competition? CBD marketing is still a bit tricky following the 2018 Farm Bill’s passage in December of 2018, but it’s not impossible. Keep reading to learn how to advertise your CBD food and beverage brand.
Drive brand sales with organic social media traffic
Facebook, Instagram, Twitter, and YouTube won’t allow brands and businesses to purchase paid advertisements on their platforms for CBD products. However, that doesn’t mean companies can’t market CBD-infused food and beverages the “old-fashioned way.”
Building your social media presence naturally through well-thought-out posts and interactions with followers can be a daunting and time-consuming task, but it’s worth every “like” and “follow” your brand gets in return. A personal touch is also an excellent way to drive traffic to your brand’s website, blog, and other social media sites to increase sales.
It’s possible to purchase followers and pay a company to build your online presence quickly. However, this isn’t as effective as taking the time to build relationships with consumers and develop their trust and loyalty to your brand. In return, they’ll share your products and positive reviews with their online and local communities, promoting your products in a natural manner that brings more quality than only purchasing influence.
Other ways you can passively advertise CBD foods and beverages is with the design of your social media pages. Include product images and information in your Facebook and Twitter account’s banners, and fill your posts with quality food and drink pictures, which are safe to include as long as they don’t contain images of CBD flowers, provide any medical advice, or label products as health supplements.
CBD advertising through influencers
U.S. companies can legally utilize influencer CBD marketing to expand their customer base. A great example is Rob Gronkowski, better known as “Gronk,” a future Hall of Fame NFL player for the New England Patriots, whose retirement at 29 and endorsement of CBD has piqued the interest in the popular compound even more.
A quick scroll through CBD Medic’s website offers quotes about products and images of Gronkowski applying topical creams to various areas, which are powerful motivators for consumers.
Not all brands have the budget for a future Hall of Famer. But that’s okay because there are hundreds of influencers available in this budding new sector of CBD advertising. However, with so many to choose from, picking the right influencer may be a tough task.
For food and beverages, consider culinary influencers. A survey by the National Restaurant Association found that three out of four chefs believe CBD-infused food is one of the hottest trends of 2019. As more products are available and popularity grows, more culinary specialists will be available to promote these foods and drinks.
Native marketing and sponsored CBD content
Brands can’t purchase paid advertising content on social media platforms, and given the latest regulations from the FDA on CBD-infused drinks and foods, it won’t be changing anytime soon. However, the next best thing is sponsored content. CBD’s skyrocketing popularity has dozens of popular websites, and print and digital magazines and newspapers are filling several pages of their publications answering consumers’ questions about CBD.
A quick Google search of top CBD beverages populates results from Yahoo Finance, Street Insider, and The Dallas Morning News. A similar pursuit with food provides articles by Miami New Times, The Denver Post, and Food Dive, all in the past 24 hours.
Like choosing influencers, one of the most significant decisions is finding the right publications to meet your brand’s needs and stay within your budget. For a similar and possibly less expensive CBD marketing technique, consider the blogging options in the next section.
CBD advertising with blogs
This is a chance to get creative – Millions of Americans love foodie blogs, and the food and beverage market for CBD is still budding, making it a great time to launch regular content filled with recipe ideas and sprinkled with your CBD products. These blogs are starting to pop up all over the web, so it’s also possible to post guest content from CBD-chefs and other top influencers for CBD-infused foods and drinks. Additionally, you can post guest content on websites that promote similar content.
For example, consider contacting catering companies and restaurants that are expanding menus with CBD-infused products. These are beginning to pop up all over the country. On the 20th of April, 2019, Carl’s Jr. made waves in Colorado with the first, nationally advertised CBD burger (through sponsored content and news reports), and people were waiting in line to purchase the temporary menu item before the location even opened. Carl’s Jr. also sold out of the burger in record time and is considering expanding the promotion in 2020.
Physical signs and CBD marketing
Online CBD advertising isn’t your only option. Depending on state and local laws, brands may be able to promote their products at retail locations with traditional signs, posters, and fliers. Local shops are also a great way to increase regional sales.
You can combine traditional marketing and influencer tactics. Rob Gronkowski is helping expand sales with a newly-announced partnership between CBD Medic, Gillette Stadium and Patriot Place that will position billboards and other physical advertisements around the stadium, and the company’s logo on the water tower outside the arena, which will be visible to fans despite a marketing ban by the NFL.
Affiliate marketing for CBD foods and beverages
This type of advertising is okay with the FDA if you follow their other marketing rules, and can also help expand brand sales. There are many websites that sell CBD oils, vape cartridges, and other infused brand products, and they’re also looking for creative ways to market content and products without breaking the various rules set by the FDA and other government agencies. Together you can work with these websites and distributors to have them advertise or mention your products in their blogs and different types of content, and you can link to their sites on your brand pages.
Start a foodie CBD podcast for your brand
Many people find themselves too busy to read a long article or blog, but regularly listen to podcasts as they commute to work and complete other tasks. Talk to listeners about CBD and your other products, and discuss the same recipes that are on your blog. Make sure to mention the blog during podcasts, and link to the podcasts from your blog to reach more of an audience.
You can learn more about CBD marketing with podcasts here.
As more brands flood the market, it’s essential to stand out with professional advertising strategies. CBD marketing on the LiftIntent platform can expand your brand’s visibility and help your company stand out among other brands in the CBD-infused foods and beverages industry.