Business 24 September 2019
CBD products are all the rage right now, and if early indicators hold, it will remain this way for the foreseeable future. If you haven't heard about CBD, it's time to up your social exposure because CBD is everywhere. CBD products claim to offer relief for everything from pain to inflammation, treatment for anxiety disorders, and a myriad of other ailments. Because of the multiple uses, CBD has caught the attention of today's consumer. This has resulted in a flurry of CBD brands flooding the market and has made breaking out of the brand noise feel like the Wild West. Add to this consumers confusion about the seemingly similar CBD products available for sale, and you have one monumental marketing challenge on your hands. I haven't even talked about the regulatory environment, platform restrictions and other limitations CBD brands already face. What's a CBD brand to do? This article will break down the top 3 strategies CBD marketers should use to stand out from the crowd.
The digital marketing landscape is tricky for CBD brands. At present, Google, Twitter and others do not allow CBD brands to engage in paid advertising. That means that CBD brands need to get creative. One of the best opportunities is for CBD brands to focus their efforts offline and connect with potential customers via experiential marketing. Festivals, Farmer's Markets, outdoor expos, health and wellness retreats and hyper-local events provide the perfect outlet. This grassroots style lets your CBD product speak for itself by being explained, tested, smelled, tried and consumed. This approach also provides interesting and authentic photo and video fodder for social media marketing. Images and videos of real people trying your CBD product which artfully captures their natural expressions and honest feedback can be priceless on social media. It also provides an opportunity for user-generated content which is equally beneficial for capturing your customer's trust. A little raw and genuine content can go a long way in separating your brand from the competition. More than that, all of this provides valuable, customer-centric content that engages and informs your target audience. Get your booth, tabletop and outdoor gear ready and go after it!
2. Be All about the Influencers
It's no secret, Influencer Marketing works and influencer partnerships should be a top priority for CBD brands. An ideal approach is to seek influencers who can help tell your brand story through insightful blogs and articles. Influencers who are also bloggers have a loyal readership and are skilled in the art of storytelling. That makes them not only a great resource but also a worthy investment. Influencers could discuss their personal issues with pain or anxiety and explain how CBD helped to offer relief. To keep the cost down, CBD brands would be wise to use micro-influencers who have smaller follower counts but tend to have more loyal and engaged followers. This is also a clever way of utilizing unique and original content marketing tactics through digital platforms to expand your brand's reach and engage new audiences. If you haven't thought of using influencers, it is time to give this marketing opportunity a try.
3. Social with a Purpose
To be honest, most of the time I'm underwhelmed with brands on social media. They tend to feel too much like non-distinct copy-cats of other brands. However, I recently stumbled upon a CBD brand that is doing many things right on social media: SundayScaries. First, they have aligned their brand with a higher purpose through cause marketing and social issues which resonates with more and more consumers. In fact, according to the Cone/Porter Novelli Study, 77% of Americans feel a strong emotional connection to purpose driven brands. Specifically, SundayScaries have partnered with The Trevor Project and donate $1.00 from each sale of their jerky product to provide intervention and suicide prevention for youth within the LGBTQ community. Second, they appreciate the native environment of Instagram. It is clear that they put a great deal of thought into the curation of images on their Instagram page. They speak to the creativity and aesthetic nature of Instagram users. Their brand page feels distinct from other CBD brands. Plus, their fun memes add an element of levity that captures the brand's essence. While their engagement rate could use a little work, they have been clever in using contests with complimentary brands to increase their engagement and reach. One area of improvement would be for SundayScaries to begin writing and distributing interesting blogs or articles which concentrates on the lifestyle interests and needs of their customers. This will afford stickiness on their website while providing another connection point on social media. Other CBD brands take note, SundayScaries methodology shows that there are many organic opportunities to improve your visibility, engagement and reach on social media.
The truth is that some of the limitations to CBD marketing will gradually go by the wayside as platforms determine how best to support this growing industry. Still there is no time like the present to increase the exposure of your CBD brand by following these simple tips. After all, the Wild West only lasts so long.
From Your Site Articles
3 Min Read
With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.
When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.
Tip 1: Communicate with your current wellness providers and set a plan
Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.
Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.
The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.
Tip 2: Stay active for both mental and physical health benefits
The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.
With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.
Tip 3: Start slow and strong
If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.
Be aware of your sitting time and balance it with activity.
Tip 4: If your gym is open, prepare to sanitize
In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.
When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.
Tip 5: Have a good routine that extends outside of just your fitness
From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.
Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.
Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.
A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.
Tip 6: Focus on food and nutrition
In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.
If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.
Tip 7: Don't forget about your mental health
While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.
For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.
While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.