3 Best CBD Marketing Strategies for Growth

Published:

10/24/2024

Updated:

11/1/2024

If you're in the CBD business, you know how tough it can be to get your brand noticed. Advertising restrictions on major platforms like Facebook, Google, and Instagram make it tricky to reach your audience. The CBD industry faces unique challenges that other sectors don’t. You might feel limited by these rules, but the truth is, there’s a way to grow your brand effectively. It just takes the right approach.

At our cannabis marketing agency, we understand these hurdles. The key to getting ahead is implementing well-rounded cannabis marketing strategies that use multiple channels, from SEO for cannabis to email marketing.

A comprehensive plan ensures you aren’t putting all your eggs in one basket. You diversify your reach, so when one method hits a roadblock, others keep driving your brand forward. Check out the three best CBD marketing strategies to grow your business:

1. SEO Content Marketing

One of the most powerful tools you can use to stand out in a crowded market is SEO content marketing. Content marketing is a strategic approach to creating valuable, engaging, and SEO-optimized content that connects with your audience. When done right, it drives traffic to your site and builds the brand's authority.

Creating Valuable and Informative Blog Posts

The heart of any effective SEO strategy is creating content that meets your audience's needs. This is where blog posts come in. For cannabis businesses, having a blog is a must. You should create content that attracts the right traffic and keeps visitors coming back.

When someone searches for information about CBD products or cannabis benefits, they’re looking for genuine answers, not just sales pitches. By providing this kind of value, you position your brand as a helpful resource. This builds trust and, ultimately, loyalty. Your audience starts to see you as an expert in the field, which increases your credibility.

Building Trust Through Educational Content

The cannabis industry is still growing, and many consumers want to learn before they buy. This is where educational content makes a real difference. Create in-depth, informative blog posts that include effective product descriptions. When people feel informed, they’re more likely to make a purchase confidently.

Educational content can cover a range of topics, like explaining the benefits of different products, the differences between strains, or even how to navigate the legalities of cannabis use. By giving your audience this information, you’re showing them that you’re a brand that cares about their needs and understands the market.

2. SEO (On-Page and Off-Page)

A strong content marketing strategy is not enough to get your posts get noticed by search engines like Google. That’s where cannabis SEO comes into play. We take a two-fold approach: on-page SEO and off-page SEO.

On-Page SEO

On-page SEO is the backbone of your website's optimization. It's all about making sure that each page on your site is set up correctly so that search engines like Google know exactly what your content is about.

Here’s what goes into effective on-page optimization:

Keyword Optimization: Each page on your site should focus on a specific set of keywords relevant to your business. For local SEO, make sure to target the best cities in Canada to sell CBD products.
Meta Tags and Descriptions: These are small but mighty elements that help search engines understand your page's content. An optimized meta description encourages users to click through when they see your site in search results.
Internal Linking: By linking relevant pages on your website, you keep visitors engaged and help search engines crawl your site more efficiently. Think of it as creating a roadmap that guides users (and search engines) through your content.
Mobile Optimization: Most people browse on their phones. If your site isn’t optimized for mobile, you’re losing out on a huge audience. Ensure your site looks and functions perfectly on mobile devices to keep visitors engaged.
Page Speed Optimization: Nobody likes a slow website, especially search engines. Improving your page load speed not only enhances user experience but also boosts your site’s ranking potential.

Off-Page SEO

While on-page SEO is about getting your site right, off-page SEO focuses on building your website's authority through external efforts. In simple terms, backlinks are like votes of confidence from other websites—they tell search engines that your site is trustworthy and relevant. Here’s how it works:

Backlink Building: Reach out to reputable websites and industry blogs to link back to your site. Quality matters here—one link from a trusted site is worth more than dozens of links from low-quality sources. This helps build your site’s authority and boosts your search rankings.
Guest Blogging: Contributing valuable content to other industry blogs helps establish your brand as a thought leader while providing an opportunity to link back to your site. You get to showcase your expertise and gain backlinks that strengthen your off-page SEO.
Local Citations and Listings: For cannabis businesses, appearing in local searches is crucial, especially if you operate a physical location. Ensure your business is listed accurately on local directories, industry-specific sites, and review platforms to help build your local SEO presence.

Make sure to check out this ultimate guide to cannabis SEO in Canada.

3. Email Marketing Campaigns

With advertising restrictions limiting what you can do on social media and search engines, email marketing becomes one of the most direct and effective ways to connect with your audience. When done right, email allows you to speak directly to your customers, share valuable information, and keep them coming back for more.

Instead of a one-size-fits-all approach, create targeted email campaigns that speak directly to your audience. For instance:

Segmented Newsletters: By dividing your email list into segments (such as new customers, loyal shoppers, or CBD beginners), you can send relevant content that resonates with each group. New subscribers might appreciate educational content on CBD, while your repeat customers could be interested in exclusive deals or product launches. This targeted approach increases open rates, engagement, and sales because your customers receive the information they actually care about. Don’t forget to use cannabis-friendly email marketing platforms only.
Drip Campaigns: Automated drip campaigns are a fantastic way to nurture leads over time. For example, when someone signs up for your email list, they could receive a welcome series that introduces your brand, explains what makes your products stand out, and even offers a discount on their first purchase. This consistent engagement builds familiarity and trust.

Promote Offers and Boost Repeat Purchases

Email marketing is also one of the best ways to boost sales and encourage repeat purchases. With the right strategy, you can remind your audience why they love your products and give them reasons to keep coming back.

Exclusive Discounts and Promotions: Everyone loves a good deal. Sending exclusive discounts to your email list rewards your loyal customers and creates a sense of exclusivity—like they’re part of an inner circle.
Personalized Product Recommendations: Another effective way to increase repeat purchases is by sending personalized product recommendations based on past purchases. If a customer bought a CBD oil product previously, you could suggest a similar product or a bundle deal that complements their earlier purchase. This kind of personalization shows that you know your customers’ needs, which makes them more likely to buy again.
Loyalty Programs and Rewards: Email is the perfect channel for promoting loyalty programs. You can send updates on points earned, remind customers of rewards they can redeem, and encourage them to keep engaging with your brand. A well-crafted email campaign can keep your brand top-of-mind and motivate customers to return regularly.

Keep Your Audience Engaged with Valuable Content

People receive dozens of emails daily, so how do you ensure your emails stand out? It’s simple—give them value. Your subscribers are more likely to engage if your emails provide something useful.

Educational Content: Not every email needs to be a promotion. In fact, mixing in educational content is key to building trust. For example, you could send emails explaining the benefits of different cannabis strains or how to choose the right CBD product for specific needs. This approach positions your brand as an expert in the industry and keeps your audience engaged.
Industry News and Updates: Stay relevant by sharing industry news or updates related to cannabis regulations. Customers appreciate staying informed, especially when the industry is ever-changing. By being a reliable source of information, you build authority and keep your audience looking forward to your emails.
How-To Guides and Tips: Everyone loves helpful advice. Consider creating how-to guides that show customers how to make the most out of your products. Whether it’s tips on incorporating CBD into their daily routine or using cannabis-infused products creatively, these emails provide real value that keeps your brand top-of-mind.

Automate Campaigns

One of the greatest advantages of email marketing is the ability to automate campaigns. Automation saves time and ensures that your audience receives the right message at the right time.

Welcome Series: This is the first impression your brand makes. A welcome series introduces your brand, offers a discount or special deal, and guides subscribers through your product offerings. It’s an essential way to turn subscribers into buyers early on.
Abandoned Cart Reminders: Sometimes, customers add products to their cart but don’t complete the purchase. With automated cart reminders, you can send a follow-up email encouraging them to complete their order. You can even sweeten the deal with a small discount or free shipping offer to nudge them to take action.
Re-Engagement Campaigns: Customers can become inactive, but that doesn’t mean you’ve lost them. Automated re-engagement emails can rekindle their interest. Offering exclusive deals, reminding them of their favorite products, or simply asking for feedback can bring them back to your site.

Partner With the Best Cannabis Marketing Agency in Canada

Navigating the CBD industry’s marketing challenges requires a well-rounded approach that combines effective SEO and personalized email campaigns. By using SEO to build your online presence and email marketing to engage directly with your audience, you create a powerful system that drives traffic, boosts visibility, and nurtures customer loyalty.

At Latched Agency, we specialize in helping CBD businesses like yours grow and succeed in a competitive market. We understand the unique hurdles you face and have the expertise to develop strategies that work. Reach out to us today by booking an intro call!

3 Best CBD Marketing Strategies for Growth

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