All of the wags, industry pundits and researchers continue to tout the explosive predicted growth of the CBD category. Indeed, the latest prognostications suggest that CBD sales will quintuple or more in the next half-decade.
All that ink and all those rosy projections created a green rush and a green glut in the category, driving commodity biomass and extract prices through the floor. This may be great for cannabis consumers – making the highly sought-after product that much more affordable.
But it’s hell on CBD producers and brands … sending them scrambling for some competitive edge to leverage in an extremely crowded market. There’s little question that in such markets weaker brands and weaker companies get weeded out and stronger, better established and better positioned brands prevail.
So what’s a brand to do? Well, for one, this agency would advocate you start with great brand differentiation, positioning, packaging and story. Especially in a category in which the functional benefits are difficult to discern, consumers need emotional “hooks and handles” to grasp onto your product. That’s good branding.
A second critical imperative, we would argue, is great search engine optimization to help your prospective customers find you. Search engine optimization, or SEO for short, is the practice of making your online presence so delicious and distinctive to the search engines (Google especially) that it ranks at or near to top of the results page for designated searches.
Why SEO? In our experience and based on significant research, visitors who arrive at your website via organic search are vastly more likely to buy something or otherwise convert (e.g., fill out a form, subscribe to a newsletter, contact customer service). Depending on the product, visitors from organic search are anywhere from 3x for 5x more likely to act. They stay longer, read deeper, explore more and buy more. These are the best prospects for your business!
SEO is a world unto itself. In fact, there are entire armies of people specializing just in this niche discipline. There are dozens of helpful software and analytics tools as well to support the endeavor. So this blog can’t do more than scratch the surface and give you a 30,000-foot-view of what’s entailed in great SEO for your CBD brand.