CBD Marketing Strategies to Stay Competitive in 2022 and Beyond

According to consumer insights and CBD market projections from the analysts at Brightfield Group, the CBD industry earned $4.7 billion domestically in 2020 and is projected to reach $16 billion by 2025. While many businesses and industries took a hit during the beginning of the global pandemic, CBD sales actually rose, especially in the online space. The noteworthy part? Due to its ability to treat conditions such as chronic pain, insomnia, PTSD, depression, and more, this spike in popularity came mostly from word-of-mouth advertising.

When an industry experiences this much growth, you can expect competitors to feverishly jump on the bandwagon. As the CBD market matures, how can your CBD business stay ahead of the game? Keep reading for some CBD marketing strategies to try this year to give your brand the competitive edge.

CBD Marketing Ideas for Staying Competitive in the CBD Market

1. Raise Your Product Quality

The 2018 Farm Bill legalized the commercial sale of CBD, but a regulatory pathway for cannabinoids has yet to be established by the FDA. As a result, many companies are selling products that are poor quality, mislabeled, or even fake.

But consumers are increasingly savvy, especially when it comes to online shopping, so you can expect more and more of them to do their research before buying. This makes independent testing and certification a great way to stand out in an unregulated industry.

To illustrate your commitment to high-quality products and build trust and loyalty with customers, offer CBD oil products from a manufacturer that already operates as if CBD is an FDA-regulated dietary supplement. Look for the following certifications when choosing a CBD manufacturing partner:

  • cGMP Certification: The FDA’s main regulatory standard, the Current Good Manufacturing Practices (cGMPs), ensures the safety and effectiveness of a product by requiring that manufacturers have proper quality management and procedures in place to detect, investigate, and prevent errors and deviations.
  • Detox Project: A Detox Project certification means that the product has passed testing procedures ensuring it’s free of glyphosate, the most widely used herbicide in the world.
  • ISO Certification: An ISO-certified business has been audited by a non-biased third party and meets strict quality standards relating to several business areas, from manufacturing and safety to packaging and customer service.
  • Certified B Corporation: B Lab is a nonprofit organization that aims to make businesses more socially and environmentally responsible. To earn their B Corporation Certification, a company must pass a comprehensive assessment, which tests five categories: accountability, transparency, performance, availability, and cost.

2. Offer Minor Cannabinoids

Staying competitive means staying ahead of industry trends — and one trend we think is about to take off in a big way is “minor” cannabinoids. After all, THC and CBD are just two of the more than 120 different cannabinoids found in the cannabis sativa plant, and each of these offers their own unique properties.

Minor cannabinoids like Cannabigerol (CBG), Cannabinol (CBN), and Cannabichromene (CBC) are believed to have their own therapeutic benefits, with some sources claiming that they’re even more powerful when used in conjunction with CBD.

  • CBG benefits can include gut health benefits, pain relief, mood improvement, and better sleep.
  • CBN has demonstrated sedative properties and  may help relieve sleep or insomnia
  • CBC has been associated with improving focus and cognition and  may reduce pain, especially for arthritic conditions.

3. Offer Full-Spectrum CBD Products

Not all CBD oils are created equal. You may have seen the terms full-spectrum, broad-spectrum, and isolate associated with CBD products. Here’s the difference between them:

  • Full-spectrum CBD contains all beneficial elements of the cannabis plant, including CBC, CBG, CBN, essential oils, terpenes, and trace amounts of THC.
  • Broad-spectrum CBD contains the beneficial cannabis elements mentioned above but not THC. 
  • CBD isolate has been refined to a powder. It’s 100% pure CBD, containing no other cannabinoids or other compounds.

Of these three, full-spectrum CBD is considered to offer the highest healing potential due to what’s known as the entourage effect — the way all the cannabinoids, terpenes, and other compounds interact synergistically.

The less effective the dose, the more consumers are inclined to search for something new to try. Keep them coming back for more by offering the best possible results. In this way, offering full spectrum CBD is a great way to promote brand loyalty.

4. Expand Your Product Formulations with Vegan Softgels

If you’re encapsulating your CBD oil with bovine or gelatin–based capsules, you may be excluding a sizable portion of the consumer market. A 2018 Gallup poll reported that 5% of the US population identifies as vegetarians, with another 3% identifying as vegans.

And the consumption of gelatin products isn’t just a concern for vegan and vegetarian populations but for some religious consumers as well, including Muslims (who make up nearly 3% of the population in certain states) and Jews (who represent 2.4% of U.S. adults). For these groups, consumption of pig-based products such as gelatin capsules is forbidden.

By offering vegan softgels, you can expand market share into these potentially more loyal consumer sectors, giving you the competitive edge over brands that offer only animal-based capsules.

5. Find a Niche and Refine Your Messaging

Instead of focusing on the broadest customer base possible, target your message to reach a more specific audience. Not only will it help you forge stronger connections with customers, but it will also give you the reputation for being the best at what you do. When your branding and messaging appeal to a targeted group, customers will be able to instantly look at your product and think, “That’s the supplement for me.”

Having trouble figuring out who that specific audience is and how to talk to them? Ask yourself a few simple questions.

  • What makes my product unique?
  • Is there a demand for that unique product?
  • If so, who does my product help?

For example, if you want to promote how your CBD oil improves sleep and mood stability, you can target young professionals or parents who are juggling careers with caring for families. Once you define your audience, tailor your messaging so it appeals to that base. Put their needs first and talk about the ways they’ll benefit from using your supplement.

Make Your Brand Stand Out with the Best Quality CBD in the World

At Natural Supplement Manufacturing, we’re committed to making the highest-quality cannabinoid wellness products in the world in our ISO- and cGMP-certified labs, so you can be confident that you’re putting your name on a pure and effective product — plus, we use vegan softgels, which will give your brand the competitive edge. 

To learn more about partnering with Natural Supplement Manufacturing for white label, private label, or custom vegan CBD, CBG, CBN, and CBC oil softgels, contact our team today to see how we can best serve you.


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