CBD is one of the biggest new buzzwords in health and wellness. Indeed, upwards of six million Britons have already tried some type of CBD product, and this number is only expected to grow in the coming years. There’s no better time than now to start or grow a CBD business.
Despite this, advertising CBD remains a confusing affair for British businesses, and there are rules you need to be aware of to stay on the right side of the law.
Here we discuss the issues, and how to legally market CBD products online.
What is CBD?
Cannabidiol or CBD is one of more than 100 natural compounds (cannabinoids) found in the cannabis plant. Although most people are generally more familiar with tetrahydrocannabinol (THC), the cannabinoid that causes the marijuana “high,” CBD is rapidly growing in popularity.
This is due to the fact that CBD is not psychoactive - which allows people to access the purported health benefits of cannabis without the usual side effects.
CBD oil is the most popular type of CBD product. According to the UK Home Office, CBD oil and products made from hemp - cannabis plants containing 0.2% or less of THC - are legal. They are considered a food supplement, and as such can be sold without a medical prescription.
How can I advertise CBD products?
Despite being legal to sell and buy in the UK and many other countries, CBD oils and other CBD products remain difficult to advertise online.
As it stands, you’re not allowed to advertise CBD products on the major online advertising platforms: Google, Facebook, and Instagram. This is because their current rules still group CBD products together with cannabis and other illegal substances, which may not be advertised.
Although these restrictions are slowly lifting, and may soon be a thing of the past, this creates a problem for any CBD company - British or otherwise - hoping to advertise its products.
Thankfully, not all is lost. The key to successfully advertising CBD oil and other CBD products is content and social media marketing.
1. Answer consumer queries with expert content
Content marketing is a must for any digital business. Whether it’s blog posts, articles, white papers, infographics, case studies, ebooks, videos, or something else, content marketing allows you to promote your brand in a way that brings value to the customer.
In the case of CBD, content marketing is particularly effective because it’s such a misunderstood substance. Simply typing the words "CBD" or "CBD oil" into Google brings up dozens of suggestions for questions such as “is CBD legal,” “is CBD safe,” “how does CBD work,” and many others. This highlights the fact that many people are turning to Google to find information about CBD.
Creating blog posts that answer these sorts of questions is a great way to boost your online presence. CBD Shopy’s best-selling CBD oil guide is one example of effective content marketing based on popular search queries about CBD.
By creating content that addresses common questions and concerns about CBD, you’re not only increasing your online traffic, but also showcasing your authority and expertise on the subject - building a stronger connection to your current and future customers.
2. Harness the power of social media
Social media marketing is another way to advertise your CBD brand. Although it relies on useful and interesting content just like content marketing, marketing CBD on social media platforms taps into a different dynamic.
Whereas content marketing is largely a one-way form of communication, social media is all about creating organic discussions between businesses and their customers.
One of the most effective ways to market CBD on social media is to partner with influencers - individuals with a large following, who can clue in their audience to your CBD products. This is especially effective if these influencers are prominent in the field of health and wellness.
Avoid making medical claims
As a final note, it's important to understand that you should never make any medical claims about the health effects of CBD oil and other CBD products. A medical claim is any claim that your product can treat or help with a symptom or a disease.
Doing so is illegal under UK government guidelines - because CBD products are considered food supplements rather than medicines.
Copyright 2019.Article made possible by Charlie William