Niche Advertising/Audience Targeting


CBD Brands Deploy Digital Strategies To Reach Interested Consumers

April 7, 2021 Sarah Cavill

Consumer interest in trying CBD in different forms is growing, with the compound appearing in everything from beauty products to ready-to-drink beverages. The huge uptick in popularity of cannabidiol, more commonly known as CBD, can be linked to shifting feelings about the benefits of CBD, and targeted, effective marketing that has created acceptance of a substance that was previously confusing for many consumers. After the legalization of industrial hemp in 2018, CBD became culturally accepted and CBD brands popped up seemingly overnight. 

According to Statista, “U.S. consumer sales of cannabidiol (CBD) will reach around 1.8 billion U.S. dollars by 2022,” and CBD brands including CBDfx, Verma Farms, Charlotte’s Web and CV Science are using ecommerce platforms and multichannel digital strategies to reach consumers.

CBDfx Promotes Enewsletter, Offering Exclusive Sales And New Arrivals Of CBD Products

CBDfx offers 25% off to shoppers who sign up for the CBDfx enewsletter, with subscribers receiving exclusive offers and first looks at new products. By scaling enewsletter subscriber lists, brands can create well-targeted and optimized email campaigns that drive traffic back to websites. Promotions and special offers can be particularly effective at encouraging enewsletter enrollment. CBDfx’s comprehensive and seamless ecommerce platform allows shoppers to easily make purchases of CBD products, ranging from the brand’s popular tinctures to beauty products and capsules. 

Verma Farms Ecommerce Platform Provides Free Shipping And Subscription Options For CBD Products

Like vitamins and supplements, many CBD products are a regular part of people’s wellness routines, with brands like Verma Farms offering subscription options at a discounted price of 25% off for subscribers. Verma Farms sells a collection of direct-to-consumer (DTC) organic, pesticide-free CBD products inspired by Hawaii, noting, “We keep it minimal on the number of all-ingredients to create an all-natural product that delivers an effective, pleasant experience time and time again.” Subscriptions create positive habits for consumers and encourage brand loyalty, which leads to recurring revenue for brands. Verma Farms also has a “Refer A Friend” program, which gives a 30% discount to both the friend and the referring customer, and helps Verma Farms build its email lists and capitalize on personal connections to build brand loyalty.

Charlotte’s Web Leverages Social Media To Share Stories And Promote Products

Social media is a powerful tool for CBD brands, particularly since many CBD users skew younger and are active across social platforms. Charlotte’s Web, which has a compelling origin story, recently kicked off its Founders Week campaign with promotions and discounts across its website and a social media push that included stories from each of the seven Stanley brothers who founded and operate CBD brand Charlotte’s Web. Snippets of the brothers’ stories are featured in a photo series on Instagram with more in-depth interviews on YouTube. Creating brand awareness, particularly in an increasingly crowded market, is critical for CBD brands that want to succeed and stand out. Social media strategies, especially for young companies, are an essential part of multichannel campaigns, often providing customer acquisition, remarketing and engagement opportunities and offering support for retention programs. 

CV Science Uses Content Marketing To Share Industry Expertise And Scientific Findings, Establishing Trust With Consumers

One of the tricky aspects of CBD has been explaining to consumers what it is — and what it isn’t. In order to establish trust with consumers, many CBD brands, like CV Science, create blogs, FAQs, videos and other content that illustrates product and industry expertise, reassuring consumers who have questions or concerns. CV Science leans heavily into the “how” of CBD; how it works and how it’s made. The “Learn” tab on the CV Science website takes shoppers to a page with videos, podcasts and articles that address any questions consumers might have about CBD. By leveraging content marketing strategies to introduce consumers to products and services and grow brand awareness, advertisers can focus on creating comfort that leads to conversions. 

Compliance is key for CBD advertising, so CBD advertisers should research and comply with any national and local CBD advertising regulations. By understanding the health-and-wellness focused desires of consumers, CBD brands have been able to flourish. Digital advertising strategies, including newsletters, email campaigns, subscriptions, social media campaigns and content marketing, allow CBD companies to build their brands, create consumer knowledge about their industry and capitalize on the growth of ecommerce for conversions and revenue growth.

Are You Looking For New Ways To Reach Targeted Audiences?

At Digital Media Solutions® (DMS), we experiment with our money and not our advertiser clients’ media budgets, investing billions for ongoing split and multivariate message testing to identify the optimal creative and media mixes to target, engage and convert consumers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive media reach can help you connect with high-intent consumers.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Associate Content Manager, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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