CBD Business

How to Finesse FDA Regulations and Successfully Market Your CBD Business


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Last December, Congress passed and President Trump signed the Hemp Growing Act, delighting thousands of entrepreneurs who started CBD businesses in anticipation of it. I mean, who wouldn’t be excited to be one of the first engines of what is expected to be a $ 22 billion market? Let’s pump up the breaks.

20190207191415 GettyImages 976379492 How to Finesse FDA Regulations and Successfully Market Your CBD Business

JEFFROY VAN DER HASSELT AFP | Getty Images

Although hemp is now legal, advertising opportunities for these businesses are limited. The two largest ad buying platforms, Facebook and Google, still do not allow CBD advertising, which severely limits the opportunities CBD developers can use to capture a $ 22 billion share of this share.

It is also important to consider the FDA’s regulations regarding CBD and current hemp products. Despite the legalization, the FDA right seriously regulate CBD products. This is becoming a problem for traders. Today, websites, shops and some medical practices sell CBD products with endless claims to medical, spiritual and physical benefits. According to a long statement by FDA Commissioner Scott Gottlieb, “this fraudulent marketing of unproven treatments raises significant public health concerns as it may prevent some patients from receiving appropriate, recognized therapies to treat serious and even fatal diseases.”

This is a big challenge for CBD business owners and retailers. If you want to start a CBD business, what are your options in terms of advertising and marketing? As a digital retailer by profession, this is what I think about first when I wake up and just before I fall asleep at night. After years of successfully scaling up e-commerce startups by experimenting with every marketing channel I can find, here are the best bets.

Related: How to start and market your CBD company

Search engine optimization

Getting the first page in Google’s search results for cannabis-related terms is crucial because 75 percent of people never turn the first page. Achieving this requires a smart content strategy focused on relevant keywords for the CBD industry and attracting other websites to link to yours. To achieve this is easier said than done, but there are many great guides that have greatly simplified the process.

Affiliate ad networks

This is another type of advertising market. The main difference here is that ads are usually paid on a commission basis, while Facebook and Google are paying per visitor (there are exceptions where the affiliate ad network also pays per visitor). Just use this service to get more exposure by driving relevant traffic to your website. Depending on your ad network, you’ll want to make sure that the sites that display your product are where you’d expect to find an interested customer. You’ll be competing for a place on different publisher sites, so you’ll want to make sure your product looks like something that’s going to sell fast (more publisher commission) while providing a competitive publisher bonus.

Related: 12 cutting-edge marijuana marketing tactics that work

Amazon

Surprisingly, Amazon allows CBD and hemp oil products on the market. Starting a sale is easy and almost as easy to update your dating profile. If you have an additional budget, you can also pay to be the first to appear on certain search terms, which will definitely speed up your growth.

Influencer marketing / brand partnerships.

Although you can’t officially advertise CBD through Facebook’s advertising platform, you can still post about what gives you the opportunity to partner with brands or influential people who have significant audiences. For me, this is the modern equivalent of door-to-door walking. You need to choose and find the right influencers / brands (find the right neighborhood) and send an email to each of them individually (knock on their door.) Obviously this is a very time consuming process, but fortunately there are services that make finding and reaching the process is much more efficient, saving you time and money.

Related: You can promote the cannabis brand on social media, but not easily

Collect legal approvals and never make medical claims.

Many people still associate marijuana with “potty heads” and this connection does not mean a sense of security and benefit. Because the FDA does not support claims made from CBD oil supplies, it is important to build trust and confidence in your audience. To do this, brands can tell their personal stories to normalize the product. In doing so, you are not pretending to be an expert in the medical field. Details of CBD, benefits, etc. are largely unknown to the general population, so by sharing some educational marketing, you also begin to build trust with potential customers.

Related: CBD is just the first huge benefit of legal hemp

Really understand CBD and the law.

As mentioned above, Congress passed a bill in December 2018 to make the hemp industry legal. This means that THC levels must remain below the .3% threshold (in all products: supplements, foods, oils). However, CBD, which is derived from marijuana (instead of hemp), is falling by more than .3% – making it illegally federal. It is crucial that business owners know their product and the law inside and out before they even jump into marketing. Interstate regulations must be followed, the right business corporations / laws and comprehensive knowledge of your product must be prioritized in order to start your CBD business.



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