Without taking advantage of social, you’re living in the past and everyone’s going to look at you with a bit of a confused look on their face.
But the decision to take the plunge into social media marketing is still one that can be a little tricky for any business to reach a conclusion when first considering the pros and cons. There’s the added effort, the potential need to employ a further member of staff (or team depending on the size of the organization) and of course the backlash that can come from a badly worded response, poor taste image or overlooked caption.
But when it comes to using social media, especially in the CBD industry, the pros far outway the cons. Without a social media presence, you’re leaving the lion’s share on the table, not just a few cents here and there.
Still need convincing that social’s going to be the way forward to increase brand visibility? We’ve got 7 reasons why every CBD should brand out for unrivaled coverage on the web.
When it comes to posting new content, it’s no secret that it’ll take a sizable chunk of time for Google to start ranking it in search (90-120 days to be exact) so it pays to have an instant fanbase ready to click.
By posting links to new content across social media channels, your followers, likes and fans will be the first to see new content, gaining instant traction on posting. Worth its weight in gold for getting out a brand message, boosting informative posts and sharing new products – especially with a predicted CBD industry value of $22 billion by 2022.
Every web-based business should have some form of SEO strategy in place, from mobile-first websites to keyword studies and optimized page speeds – but where a lot of companies fail is in the directed traffic.
There are countless benefits to talk about when it comes to CBD and by creating a single post about each one, you’ll have a seemingly unlimited collection of posts to link to from social media. By constantly linking those pages that don’t seem to be generating enough traffic you can boost the number of people visiting specific pages, letting those build in the Google rankings.
It’s just one of the many tricks that come as a part of introducing brand awareness from social media.
Social media channels can make the most effective analytical tools with all kinds of data about those who have voluntarily liked your product or service.
When it comes to CBD, the audience can be broad but depending on your specific product or targeted niche, you can find out common trends about those that like your profiles and products.
Of course, there’s also the option of following these accounts back, viewing the types of people interested in the product, but this becomes a little much with growth – that’s where simple analytical tools become your best friend.
According to Digital Authority Partners, you must look hard enough through social and you’re bound to find common pain points from customers, issues with other CBD companies and brands and even feedback on your own merchandise. It might be a little hard to swallow, but it’s for the best if you’re serious about improvement.
One of the main benefits to social media marketing is the interaction with a custom audience that can blossom into relationships.
People see social media accounts as just that – social media accounts – not marketing machines so it’s important not to give that to them. Instead of constantly promoting new CBD products, reviews and information about the business, a lighter side of things is a much better approach.
By selling the lifestyle surrounding the product rather than the product itself, you’re much more likely to build brand awareness than if you’re going down the pushy sales tactic route. Sell the lifestyle the product enables and the rest will follow.
Social media channels offer highly targeted ads as standard that can be customized around your needs for your specific audience.
When looking at Facebook ads, for example, you can target everything from location and age to education level, industry of work and even the user behavior such as which pages they already like.
By targeting and retargeting ads from previous data learning experiences you can perfect the social media marketing recipe – maximizing the number of people that see the posts and the number of clicks and conversions received.
When it comes to CBD, focusing on brand loyalty has to be a priority due to the sheer number of alternatives out there. The best way to do that? Social media marketing.
By creating a strong social media presence, you’ll notice an increase in brand loyalty as you provide useful information, help and entertainment around CBD without asking for anything in return. It’s essentially the theory of karma, but in marketing form.
They’ll come to you with any and every single CBD specific question, whether that’s ‘how long does CBD take to work?’ or ‘the most trustworthy places to purchase CBD oil’. If you look after them, they’ll look after you. In such a competitive market, it could make all the difference.
When it comes to customer service, convenience for the consumer is key – and what’s more convenient than logging onto social accounts that we’re on every single day anyway?
Technology moves quickly and it’s no longer a case of if you’re able to be contacted on social media, but how fast you can reply. A Sprout Social study found that consumers want a response from social media-based companies with 4 hours, yet the average time delay for a reply is as along as 10 hours.
Long story short, you better be sure that you’re available for contact via Facebook, Instagram and Twitter and that you’re replying in a timely manner.
Author bio: Marina Turea is a content manager at Digital Authority Partners and a CBD marketing enthusiast.
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