Social Media & Advertising Bans for CBD Products

Social Media & Advertising Bans for CBD Products

CBD Advertising – [see infographic below]

 

Six ways CBD brands, companies, and products can reach consumers in-spite of social media advertising bans.

If you are a manufacturer, brand, or product marketer in the CBD sector, of course, you’re considering using both organic and paid Social Media advertising campaigns to get the word out to consumers and investors.

But there’s a problem! Of the 4 major networks, only LinkedIn allows advertising for CBD products. And that isn’t exactly the first network you think of for retail advertising.

The reason for the ban is that, despite a push for legalization across the country, marijuana is still classified federally as a Schedule 1 drug. Despite possessing none of the elements of marijuana – most notably THC – that get people high, CBD (Cannabidiol) remains illegal

In their own words, here’s what Facebook has to say about its CBD advertising ban :

CBD ADVERTISING PROHIBITEDAds must not constitute, facilitate, or promote illegal products, services or activities. Ads targeted to minors must not promote products, services, or content that are inappropriate, illegal, or unsafe, or that exploit, mislead, or exert undue pressure on the age groups targeted.“Ads must not promote the sale or use of illegal or recreational drugs.”

“Avoid using images of either recreational or medical marijuana.”

Googles Adwords ban on CBD advertising simply includes CBD as a line item under “Unapproved pharmaceuticals and supplements.

What many people don’t know, apparently including the internet giants, is that Hemp-derived CBD is federally legal.

What Is The Future of CBD Advertising?

As you may be aware, (Federally) illegal drugs aren’t the only things you can’t advertise on Facebook. You can add alcohol, tobacco, “unsafe supplements”, adult content, and more, to the banned list

However, whereas the overall list is only likely to grow, there’s a reason for optimism regarding the future of CBD advertising. This is both due to hemp’s legal status and the continuing push across political party lines, to make at least medical marijuana legal federally.

Of course, though, nobody can predict when this loosening will occur. So what can you do to publicize your wares in the meantime?

Here Are Six Ways CBD Companies Can and Are Reaching Consumers

1. Social Media – CBD Advertising Under the Radar

  • Christie Strong, marketing communications manager for Kiva Confections, told Digiday that CBD companies could spread their message organically through accounts connected through social media influencers and celebrities.
  • However, social media platforms are starting to crack down on influencers. Cannabis influencer Bess Byers aka @iamcannabess was shut down on Instagram twice in one month.
  • Other companies use branded content, which means cannabis-related content can be shared on social media if the article or video is editorial and not solely promotional.
  • Mike Schwarz, CMO of greenRush, told Digiday that it’s possible to create content that is sufficiently generic enough to not trip Facebook’s algorithms.
  • “It’s about creating content that appeals to cannabis consumers, without explicitly offering them weed to purchase. You can target cannabis consumers; you can brand to them. You just can’t directly solicit their business.”

2. Third-Party Rented Email Lists and Sponsored Email

Direct to Consumer CBD Advertising

  • Similar to the approach mentioned above regarding hiring social media influencers, CBD companies can reach consumers directly via their email inbox.
  • The with CBD Advertising is possible via the inbox with rented email lists and sponsored email leveraging publishers with email lists with as many as six hundred thousand or more consumer subscribers.
  • The USA offers marketers wanting to reach this market almost endless compliant ways to achieve this with email marketing, direct mail, and telemarketing.
  • One example of reaching consumers with a brand's CBD marketing message is to look at the various use cases.
  • While the natural health industry cannot make medical claims, consumers who use natural products often speak of the benefits they receive.  In the USA, several publishers with large consumer databases and email lists can segment their email lists by consumers with specific Ailments; Anxiety, Epilepsy, Chronic Pain, Diabetes, Insomnia.
  • In addition, several Doctors, Health & Wellness, and Natural health practitioners also publish daily, weekly, and monthly emails for their subscribers.
  • CBD advertisers who want to reach these consumers directly can do so, by having these publishers send the information and marketing materials to their subscribers' email.

CBD Marketing

 

3. Search Engine Optimization

  • Since the majority of sales revenue comes from online purchases, CBD companies focus on search engine optimization aimed at visibility in search engine results (SERPs).
  • Chad Reiling of Dixie Brands which sells hemp CBD products is using standard SEO practices to get its CBD brands websites to appear at the top of the search results page using relative keywords and phrases.

4. Networking With Doctors

  • Some CBD companies also rely on networking with doctors who are willing to educate patients about the merits of CBD products.
  • Bo Shirley, COO of NuLeaf says building a network of doctors has been very helpful:
  • “Building a network of doctors has been really helpful. If we hear from a patient that they’ve been referred to us by their doctor, we’ll reach out to that doctor and provide answers to any questions they have. They’re just as curious as their patients.”

5. Going Old School – Word of Mouth

  • CBD companies also rely on traditional marketing streams like word of mouth.
  • NuLeaf, a company based in Colorado, hosts booths at events like the Boulder Creek Festival and Boulder Farmers Market. This gives them the opportunity to directly engage with consumers.

6. Create Compelling Content

  • In addition to CBD products, people are also looking for expertise and connection. CBD companies are building authority and driving traffic to their websites by providing compelling and useful content and pairing that up with a strong SEO strategy.
  • This article from Green Entrepreneur is a great example of CBD Advertising and Content Marketing
  • Certainly, if this is the route you choose to go, this article would be a standard to aspire to.

Conclusion. 

 

The most scalable CBD Advertising tactics with the fastest ROI for brands and products are partnering with publishers.  The publishers will sen the CBD advertising and marketing message to their permission-based email list.

  • The second tactic to consider is hiring specific select influencers that support natural health and CBD products who have a demonstrated ability to convert followers and drive traffic to their advertisers.
  • Both of these tactics are simple pay to play model.
  • Choose your target audience, the number of consumers you want to reach, set up, and run your advertising campaign.
  • Track your results, adjust, refine, scale, rinse, and repeat.

If you want to solve your CBD sales, marketing, and lead generation problems, look over my shoulder and see what tactics I ‘m using and what new tactics I’m testing right now? Join me here.

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Doug Morneau is an Author, Speaker, Podcaster, and Media Buyer – specializing in Email List Rental & Sponsored Email.

His first book “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales” became an International Best Seller.

As a podcaster, Doug currently hosts the “Real Marketing Real Fast” Podcast.  He interviews top marketers, industry experts, and SAS vendors.

He works as a Media Buyer, he has helped venture capital and investment banker clients raise in excess of $100 million dollars in the USA.  He does this by leveraging email marketing, renting/sponsoring third-party permission-based email lists, online PPC advertising, and paid influencer marketing.

This made him one of the nation's largest media buyers of sponsored email and rented email lists.

In his spare time, you can find him in the CrossFit box, Olympic weightlifting, and chasing his grandsons around.

You can get more information about his best selling book.

Three Big Lies: The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales

Should you buy an email list?

Should you buy an email list?

 

When Does It Make Sense to Buy an Email List? – Gary Vaynerchuk

Today's post is part one of a three-part email marketing series sharing the always bold, always opinionated FUTURE CASTER – Gary Vaynerchuk.

My wife and I had the privilege of meeting Gary and having dinner with him in Vancouver when he was the keynote for Real Man Talks organized by Connor Beaton

Love him or hate him, you know where he stands on the topics he discusses.

  • No BS, the unvarnished truth (as he sees it)
  • Not trying to be a people pleaser.
  • No hiding behind wishy-washy answers.

What I found interesting about this three-part email marketing series, are the email marketing predictions/advice that Gary shared years ago, are pretty accurate today!

Click on the Video below

Listen to Gary Vee answer the popular question.

 

 

For those who prefer reading, please find the “should we buy an email list?” transcript below.

Speaker 1:          Next question is a Snapchat video.

Robin Norgren:                Gary Vee, my question is, if we wanted to start a subscription box service, should we buy an email list? Thanks, Gary Vee.

Gary Vaynerchuk:    That's a great question. I mean look, anytime you start any business, an email list, email's one of the great ways to convert them. The answer is yes and no. Yes, if it's a quality list that has open rates and click-throughs, and people that are interested in your cookies of the month club because it was an email from cookie lovers. But if you buy a list that has a million people on it, and it was part of a photography list somewhat, or just random fuckin' emails they found around the internet, and nobody opens it, and they are into photography, and you're trying to sell them a cookie subscription thing, the answer's no.

Gary Vaynerchuk:    That's a very easy play. If you want to buy a list from somebody, force them to do a test for interest around what you do. Force them, “I will not buy your list unless you do this.” And it's a pre-sell to be on the invite list for your up-and-coming business. And if you see a bunch of people signup for it, well now you buy. Now, they may say, well that's like selling the milk without the cow, that whole thing? You know girl … You know, like I get that. But just say no, there's a million lists out there. You've got the leverage. They want your money, don't forget that.

READ MORE – Last weeks post covers this topic a little deeper.

Buying Email Lists – Email List Rental – Sponsored Email

What is Email List Rental and Sponsored Email Advertising?

 … and what it’s not!

  • So in its simplest form, email list rental or sponsored email as it's sometimes referred to, is really another form of influencer marketing, leveraging the influence of a chosen brand or publisher.
  • Renting email lists or having a solo sponsored email sent by that publisher or brand provides the advertiser access to both individual consumers (B2C) as well as businesses (B2B) who have self-identified specific areas of interest or problems based on the publisher's email list that they have subscribed to (permission).

Buying Email Lists

  • The clear downside to purchased email lists is that these are not opt-in names to your brand or company.  The risk of using email lists that aren’t opted-in can mean that you put your email reputation, and that of your IP address, and domain name in jeopardy.

 

Check back next week for Part Two – Is email marketing more or less relevant today? – Gary Vaynerchuk

Make sure you join me every Monday to receive “real executable marketing tactics, techniques, technology, and tips delivered directly to you”

——————————————-

Doug Morneau is an Author, Speaker, Podcaster, and Media Buyer – specializing in Email List Rental & Sponsored Email.

His first book “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales” became an International Best Seller.

As a podcaster, Doug currently hosts the “Real Marketing Real Fast” Podcast.  He interviews top marketers, industry experts, and SAS vendors.

He works as a Media Buyer, he has helped venture capital and investment banker clients raise in excess of $100 million dollars in the USA.  He does this by leveraging email marketing, renting/sponsoring third-party permission-based email lists, online PPC advertising, and paid influencer marketing.

This made him one of the nation's largest media buyers of sponsored email and rented email lists.

In his spare time, you can find him in the CrossFit box, Olympic weightlifting, and chasing his grandsons around.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

What is Email List Rental and Sponsored Email Advertising?

What is Email List Rental and Sponsored Email Advertising?

What is Email List Rental and Sponsored Email Advertising?

 … and what it’s not!

So in its simplest form, email list rental or sponsored email as it's sometimes referred to, is really another form of influencer marketing, leveraging the influence of a chosen brand or publisher.

Renting email lists or having a solo sponsored email sent by that publisher or brand provides the advertiser access to both individual consumers (B2C) as well as businesses (B2B) who have self-identified specific areas of interest or problems based on the publisher's email list that they have subscribed to (permission).

Permission-based consumer email list

For example.  The subscribers to a publication focused on health and wellness would obviously demonstrate a keen interest in this area.  If your product or service serves the health and wellness consumer,  then paying the publisher to send your sales and marketing or promotional sponsored email to their list would be a good fit for all three parties, the subscriber who wants information about health and wellness, the publisher who needs additional revenue to operate, and the advertiser (you and I) who wants to sell our products and services to that demographic.

Email List Rental –  Sponsored Email “The opportunity to leverage the permission-based relationship a publisher has with their email subscribers… and the ability to have that publisher send your marketing message to their email subscriber list”

Consider email list rental and sponsored email as one more marketing and media channel that allows advertising for your company, brand, product, or service to reach potential customers email inbox.

We have all heard the saying – “The Money is in the List” 

But … What if Your Customer is on Someone Else’s Email List?

You will recognize the steps to maximizing your ROI with this channel are really the same as any media or advertising that you buy for your business.

  1. Identify your customer avatar
  2. Select the email list from the publisher that matched your customer avatar (has your customer on their list)
  3. Create your compelling message and marketing piece
  4. Select the number of email subscribers you’d like to receive your marketing email
  5. Choose the date you want your marketing email sent
  6. Place the media insertion order
  7. Send your email creative to the publisher for approval
  8. Finalize
  9. The campaign goes live – the sponsored emails are sent
  10. The publisher provides reporting that includes the number of emails sent, the email open rates rate, and email click-through rate.

I always recommend testing any media.  The same is true when renting email lists or buying a sponsored email advertising.  Don’t send to the entire email list unless the email list is small.  If the email list you are considering, for example, has 250,000 email subscribers, you may rent or sponsor 25,000 emails to be sent to test the conversion and your ROI.

I’m often asked is it legal to rent an email list or send a solo email as a sponsor email? The simple short answer is YES.

Email List Rental - Sponsored Email vs Buy Email ListJust to be clear because of the confusion within the marketing industry.

Email list rental or sending sponsored is NOT  buying email lists.

Email List Rental – Sponsored Email

Email list rental and sponsored email is the traditional way of advertising to email subscribers on a third party email marketing lists. Renting an email list or buying a sponsored solo email, as the term implies, means the email list owner sends your email marketing message once, and therefore only acquire contact information if the prospects actually respond to your message, and you never actually see the email list. Instead, you send your email to the list owner, and that owner broadcasts your email message. Most rented email lists or sponsored email lists are opt-in, at least in the sense that the persons on that list have given their permission to the email list owner to receive information from third-party advertisers

Buying Email Lists 

When you purchase contacts including email addresses, from any vendors, you’ll get as many of the same selection criteria as you would through via list email rental or sponsored email marketing, with the distinct advantage that you own the data and can, therefore, send email to those lists on an unlimited basis. When you “buy” an email list, you’re actually taking ownership of the file. In theory, that sounds great because you are free to do with the list whatever you wish. In particular, you can send as many emails to the list as you like without paying any more money to the original email list owner.

The clear downside to purchased email lists is that these are not opt-in names to your brand or company.  The risk to using email lists that aren’t opted-in can mean that you put your email reputation, and that of your IP address, and domain name in jeopardy.

Purchased email lists also generate lower response rates, all things being equal, compared to rented email lists and sponsored email marketing, in part because if someone has given their permission to receive any kind of email, as in the case of rented or sponsored email files, that individual is more inclined to respond to your campaign because the email they are receiving is coming from a trusted source.

I will cover the topic of buying email lists and sending compliant business to business (B2B) cold email in a future article.

Where can you find good email lists to rent or buy solo sponsored email advertising?

The easiest way to find what email lists are available to rent or sponsor for your industry is to work with a qualified and experienced email list broker.  These individuals work on your behalf to make recommendations, negotiate pricing, and terms, and in most cases are paid by the email list owner or the email list manager.

So, you can do the legwork yourself, or have an experience email list broker do the work on your behalf.  The other advantage of having a good email list broker on your team is the volume discounts they may have as a broker of email lists for multiple clients.

In the end, you’ll end up paying the same price to rent or sponsor the email list because the broker will receive a discount that the business owner is not entitled to receive.

I do work as an email list broker and media to select clients and may be able to assist you if your current team does not have the experience in this area.

 

 

Make sure you join me every Monday to receive “real executable marketing tactics, techniques, technology, and tips delivered directly to you”

———————-

Doug is an international best selling author of “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales”, email list broker, podcaster, and speaker.

Doug Morneau has helped venture capital and investment banker clients raise in excess of $100 million dollars in the USA.  He does this by leveraging email marketing, renting third-party permission-based email lists, online advertising, and paid influencer marketing.

This made him one of the nation's largest media buyers of rented email lists.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales