Grow Life 420

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As more states are legalizing marijuana, 4/20 has become Black Friday, the Super Bowl and July 4th rolled into one for every category of cannabis brands. It has huge potential for sales, but there’s also significant competition. So how do you build a campaign to stand out?

Play by the books

Regulations for CBD marketing are notoriously tricky, and the worst-case scenario would be to spend the time and resources creating a campaign, only to have it blocked from the get-go.

Most everybody knows that Google does not support CBD ads. A good workaround is to devote real time and energy to content and organic SEO, getting creative, specific and detailed about your product to help you stand out. Don’t restrict this content to your website alone – leverage it over email, on social, and through native ads.

CBD advertising on social media is still somewhat of a wild west. Though Facebook/Instagram technically allows CBD marketing, meeting their standards for compliance can feel like finding a needle in a haystack, or hitting the bull’s eye on a constantly moving target. On top of that, the stakes are high: a rejected campaign could risk the entire page.

Of the social platforms, Snapchat has proved the most reliable in terms of compliance and performance. Because Snapchat users (like CBD consumers) skew young, it’s very important to ensure that the campaign is only targeting 18+ audiences. Further, note that a product must be 0% THC to comply with Snapchat regulations, and no promotions, sweepstakes, testimonials, endorsements, lenses or filters are currently allowed.

Most importantly, CBD marketing campaigns can leverage programmatic advertising, which is one of the most effective avenues for targeting and converting consumers. Success with programmatic will depend on the strength of your audience data.

Broadly, any paid CBD ads you create should follow these guidelines to stay compliant and avoid barriers to success:

● Stick to tinctures, topicals, bath bombs and other non-ingestibles. If possible, avoid advertising infused foods and drinks, supplements, gummies, etc.

● Like alcohol, do not show consumption in advertising

● Make sure there is evidence to support your product’s health or medical claims. On site content is important for the long-term growth of your brand, but compliance to key.

Choose your audience wisely

For small businesses and those coming late to the 4/20 marketing game, audience targeting will be the make or break. Few have the budget to compete with big brands on all fronts. Instead, focus your resources on the consumers who are most likely to convert.

This means approaching your campaign like a data scientist. Dig into your existing data and identify your most reliable customers, the highest spenders, and the promising newcomers. Fill out these profiles as much as possible, including not just contact information and age but browsing history, time spent on your site, and other available data points. These core audiences are your best bet in terms of 4/20 conversions, and the more information you have, the more effectively you will be able to target them and their lookalikes.

While retargeting is often what drives the final sale, make space in your campaign for prospecting as well. It’s among these broader audiences that you’ll identify and retarget a new wave of loyal shoppers. For CBD, high performing prospecting audiences include those interested in alternative health, pain management, and nighttime aids. Pet health products are also a rapidly emerging category for CBD shoppers.

Prospecting will help you lay the foundation this year for an even stronger 4/20 in 2022. In the months to come, log new visitors’ activity and build detailed and segmented lists to help bring them back again and again. Building CRM and email lists for remarketing can also enhance your long term success and maximize lifetime value (LTV).

Create strategic messaging and promotions

Finding the right audiences for your 4/20 campaign is just half the battle. You will be competing with numerous other brands targeting these same consumers, so the ads themselves need to stand out.

There are two key ways to go about this: creative personalization, and smart promotions. For personalization, this is where your audience segmentation will really count. The more specific and tailored experience you are able to create, the better your campaign will perform.

Likewise, different promotions work best for different options. Review your past trends and study what has worked best. For many audiences a price discount will be the most appealing, but options such as free shipping, loyalty points, and free gifts can also be highlighted effectively based on the users and their preferences.

As you build and target audiences, there will inevitably be trial and error. But as long as this work is grounded in data, takes a creative approach, and prioritizes compliance, there is nowhere to build but up for 4/20 and beyond.

Tribe’s CBD Michelada Recipe 

This article was originally published on Tribe CBD. To view the original article and recipe, click here.

Forget about a “spoonful of sugar;” the Michelada is all about spice! If you’re looking for a quick way to clear your sinuses, then you’ve got to give this mouth-melting Mexican drink a try. This beer cocktail has just the right amount of heat to keep you on your feet.  

To help temper the Michelada’s fiery flavors, Tribe CBD added a pinch of our citrus-flavored CBD oil to this recipe. One dropperful of our high-quality CBD should be enough to calm your nerves while sipping this smoky drink.  

CBD Michelada Recipe 

While the Michelada is highly customizable, two non-negotiable ingredients are beer and hot sauce. However, there’s no standard brand associated with this drink. We’d encourage you to cycle through a few different products to find which flavors suit your fancy.  

Arguably, the most popular Michelada combination in the US is Corona mixed with a few dashes of Tabasco. Both of these products are readily available at the supermarket, and they provide a satisfyingly spicy experience. 

However, we’d recommend checking out all the craft brews and artisan-quality hot sauces available in your hometown. Also, even though the Michelada is often made with a light beer, some people say dark stouts work just fine. 

Ingredients 

• 12 oz beer 
• 1 oz lime juice  
• 2 dashes of your preferred hot sauce 
• 3 dashes low-sodium soy sauce  
• 2 dashes of Worcestershire sauce  
• 1 dropperful Tribe CBD oil (citrus) 
• Lime wedge 
• Tajin Seasoning/ Salt mixture (rim garnish)

Directions 

• Pour Tajin seasoning onto a plate, use your lime wedge to dampen the glass rim, then dip in the Tajin seasoning
• Add ice to a pre-chilled highball glass, being mindful of the rim topper
• Pour lime juice, hot sauce, soy sauce, and Worcestershire sauce into your glass
• Stir until well-chilled
• Slowly add beer to your glass
• Top with a lime wedge and Tribe CBD oil

Related: How legit is Tribe’s CBD? Click here for a brand review and third-party lab test results from Real Tested CBD. Bringing transparency in CBD, directly to you.

While you don’t need to salt your rim when making a Michelada, it’s not unheard of when preparing this drink. Indeed, some brave drinkers even coat their glasses with a pinch of cayenne pepper. However, if you’re going to down that much spice, we’d recommend eating a few slices of bread beforehand. Taking cayenne pepper on an empty stomach could cause severe stomach pains.  

If you don’t feel like salting the rim of your glass, then consider stirring a little salt into your drink. You could even add a little paprika, pepper, or celery salt to give this drink extra complexity.  

For more info on salting the rims of your glasses, please be sure to read our popular CBD Margarita post.  

Get “Fired Up” With Tribe CBD’s Energy Shots 

While spicy Micheladas will get your blood pumping, it’s not the best pre-workout drink. When you want to get motivated to hit the gym, it’s far wiser to down one of Tribe’s best-selling CBD Energy Shots. Each of these berry-flavored blends contains traces of our high-quality CBD alongside energizing guarana, ginseng, and all-natural caffeine.  

Want more deets on our CBD Energy Shots? Please click here. 

The post Add Some Heat to Your Hops appeared first on The Cannifornian.