Non-Friendly Waters Are Not that Unfriendly to Paid Digital Media Masters
Suddenly, all CBD marketers are in a rough road. It is not an easy freeway but rather a spider web of speed bumps and roadblocks.
Facebook, Google, Instagram, these titans closed the door of CBD brands and do not open it well. What then is the future course?
The creation of paid media strategy for CBD is not about jumping on the bandwagon. It is all about writing a new playbook, thinking four steps ahead, and coming up with any bold ideas to stand out.
To the nimble, resourceful, and imaginative there is opportunity in all things, including a landscape strewn with signs marked No Entry.
1. Learn Your Limitations, but do not Frame Yourself
Each platform contains its rules. Ignoring them? A one-way ticket to get banned. Rather, find out the loopholes and dance to within the line.
Read the policies and read them again. The ad rules change every moment with Google and Facebook. Save up the newest guidelines and revise them on a monthly basis.
• Nobody claims the products and before/after pictures. Prioritize on lifestyle, benefits and education.
• CBD keywords can seldom fly. Consider using other words in your advertisement copy, such as plant-based relief, botanical peaceful support.
When you know the walls you can construct smarter ladders. There are more brands that are too blinded in the starting line since they did not read the rulebook.
2. Strategy on Emerging and Alternative Channels by Focus Fire
When the major platforms shut the door, seek side doors. The list of opportunities to place a message is longer than you think so.
Where You Can Go When Google and Facebook Don’t Want You
Native Ad networks: Outbrain, Taboola and Revcontent are open to brands who have non-offensive messages. They also integrate advertisements with sites on news, lifestyle and entertainment.
• Podcast placements: Host-read sponsorships avoid the wrath and allow your brand to come to light with the beauty of genuine storytelling.
• Programmatic display advertising: Programmatic display allows you to scale on websites that already enjoy a steady flow of visitor traffic. DSPs (Demand-Side Platforms), such as Mantis or TrafficRoots, have lax rules surrounding what kinds of advertisers they accept on their platforms.
• Health and wellness influencers: Micro-influencers possibly do not have a million eyes, but they are full of trust and active communities.
• Reddit and Twitter: their approaches to ads shift, too, yet they are much more receptive to hemp and CBD brands than Facebook or Google.
Play the angles. Media too small even to old-school brands can be your bread-and-butter.
3. Information That Doesn’t Sell, It Educates
A discount code does not always start the conversion process. When you win the loyalty, convince your audiences, and create repeat business first, you win by teaching.
• Host webinars, or live question and answers: Create live chats where muscle soreness, nightly routine habits, or self-care routines are discussed, and obliviously CBD is a part of your world.
• Syndicate blog posts: Pay to advertise useful guides on the site of publishers, and not necessarily product pages.
• Whitepapers and infographics: Paid retargeting is a good way of ensuring that such high-value resource stays in front of the audience.
One can build trust over a period. The fact that a shopper learns through you makes him/her remember your name even after the advertisement has been forgotten.
4. Your Secret Weapon Retargeting
Users do not do purchases in the first click. Loyal customers need reminding over, and over again to turn into reluctant buyers.
The Way to Retarget Without Getting into Hot Water
• Segment audiences: Construct the lists according to the actions on the site, the person read the blog post, another one added a product to the cart, etc.
• Revision retargeting: When individuals join, in it ceases to retarget on ad networks and tries the more highly permissive channel of email.
• Off-site retargeting: AdRoll, Criteo or Mantis networks come in handy to carry out granular retargeting without violating CBD ads.
• Sequential messaging: Present (or serve) different ads based on interest, and can have story arc, typically educate on exposure 1, tease on exposure 2, sell on exposures 3: educate, tease, sell.
Retargeting gets you the most out of each advertising dollar. According to one of the studies, retargeted visitors would have a 70 percent chance of converting.
5. Invest in the Powerful Creative and Compliance Relations
It does not count how glitzy a creative is when the ad is kicked out. The secret to success is the combination of good pictures and well air-tight legal coverage.
• Seek the advice of compliance-wise agencies: Not all creative teams know what is flagged. Get partners that breathe and live hemp and CBD.
• Test as a scientist: A/B test a variety of messages: Replace soothing support with stress relief, botanical blend with CBD to see which of the messages last longer.
• Mix visuals: Human beings. Serene nature photographs. Infographics. Even portrayals of ingestion, such as the use of a dropper should be avoided, even a model holding a dropper is dangerous.
The thing that will protect you the most in the long run is an imaginative counter-attack that plays by the rules, but without a doubt is much taller than copycats.
6. Use the Potentiality of Email and SMS
Paid media does not always revolve around third-party platform. Hemp, CBD, and wellness brands have a safe haven in choosing direct channels.
• Email drip campaigns: Convert every site signup to a true fan by sending them through a series of messages.
• SMS opt-ins: Deliver fans right where they look, a personalised text is like a personal invite VIP.
• VIP loyalty clubs: Get paid traffic to drive fans into closed groups to get their first opportunity at launches.
One of the advantages of an email or SMS list, that is, it is future-proof, non-platform-ban-able or changeable.
Buying Eyeballs, or Competing With Heart
Building a paid media approach to CBD is all about creativity, hard work, and constant hope. Take advantage of open fields where you see people with fences.
When Google and Facebook say, no, demonstrate that resourcefulness is more important than muscle. Out-smart, out-last and you watch your brand grow, even as the digital ground continues to change. Future is in hands of those who are not ready to ease down and rebel against all odds and make the words changed from restricted to thriving.
