Though still a relatively new industry, CBD is surging in popularity and is expected to be a $2.5 billion industry by 2026. Considered a viable alternative health option for decades, the stigma surrounding it is changing rapidly and CBD is now popular with mainstream audiences, particularly women, because of its potential to help alleviate a multitude of everyday ailments.
Women are an important audience, as they make the majority of household health care decisions and 93% of all over-the-counter medication purchases. They’re also most likely to talk to their neighbors, families, and friends to spread the word about health & wellness brands they’ve discovered and found effective.
The Science Behind CBD
The health benefits of CBD are immense as it works with our body’s endocannabinoid system (ECS) to regulate and stabilize itself from the outside environment. It helps our bodies regulate pain and inflammation, and interacts with the hippocampus to alleviate anxiety, stress and have a positive effect on sleep.
CBD has also shown significant promise in treating:
- Parkinson’s Disease
- Multiple Sclerosis
- Post-partum and menopause symptoms
Following are some of the best ways to market CBD products to female consumers.
Segment Your Customers
It is important to segment and target specific audiences with messages that align with their needs. For instance, 32% of Millennials use CBD to reduce stress and anxiety, while 42% of Baby Boomers use CBD to ease joint pain.
Women seek out CBD in oil or tea form to combat PMS symptoms of menstrual cramps, mood swings, and headaches. Generation X women are more likely to seek out CBD-infused beauty products to fight aging and ease stress.
By segmenting your audience to provide targeted marketing, you’re more likely to see purchases for those specific needs within specific genders, ages, geographic locations, and behaviors.
Introduce Your Brand
Your brand story is more than a narrative. It’s an amalgamation of your employees, culture and corporate reputation – a narrative that encompasses the facts and feelings that are created by your brand.
Most consumers, including women, are drawn to stories that entertain, enlighten, and educate. Women love to laugh, and brands that know how to tell a good story will increasingly have her attention.
Exposure Through Advertising
Half of Americans think CBD and cannabis are the same thing, so transparency, education and trust in CBD advertising are critical. While the FDA is busy sending out warning letters to CBD companies that ignore the legal rules of advertising, pressure is building for national CBD standards.
Most digital platforms like Google, Facebook, Instagram currently do not allow CBD advertising, although Facebook has recently loosened its rules and now allows a narrow category of digital CBD ads.
Many CBD brands are using television, radio, experiential, print advertising and direct mail to get the word out. Native advertising, affiliate marketing and podcast ads are also options.
As CBD becomes more mainstream, restrictions will continue to be lifted. But for now, take the timeto learn what CBD advertising restrictions currently applyto various platforms.
Educate with Compelling Content
Female consumers need to know why they should purchase your CBD products. What’s unique about your brand, and how will it improve their lives better than the next product? Content marketing is one of the best ways to provide the information women need to make an informed purchase decision. Whether through articles, blog posts, press releases, or other long-form publications, education is vital.
In addition to your own content, be aware of leading industry content that can help educate these potential customers. Brand recognition is essential, but with such a new industry, marketers will also benefit from the expertise and influence of scientific research, medical results, and even other leading brands.
Become the resource your customers need by providing consistent, reliable information about CBD and your products.
Influence for Best Results
Influencers can have a huge and lasting effect on your marketing strategy as they drive awareness and increase brand recognition. Influencer marketing is the fastest growing channel for customer acquisition, with 68% of women surveyed indicating they have made purchases due to influencer recommendations.
While celebrity influencers can certainly increase brand exposure, for real engagement micro-influencers continue to top the list.
Spread your campaigns across audience segments—keeping in mind the reasons those potential customers are interested in CBD—to see increases in both awareness and purchases.
Utilize Email Marketing
Email marketing is vital for building relationships with your potential customers. It provides an opportunity to speak directly to them and tell your story at a time that is convenient for them – and at a fraction of the cost of traditional media. Consider a monthly newsletter on CBD-related topics, and weekly emails about sales and promotions.
When crafting your emails, be friendly and personable. You are not invading their space if you have chosen your message and recipient wisely.
As with any other content, your email recipients want information that is timely, engaging, and above all, relevant. Use personalization and segment your audience so that recipients only get the information they are most likely to enjoy and act on.
With powerful subject lines and engaging images, your emails will be a pleasure to read.
Be A Lifestyle Resource
With an increased emphasis on health, female consumers are looking for that state of mental, physical, and social well-being that defines a healthy way of life. The most influential brands are go-to resources that help them live in a healthy way, providing information on everything from healthy cooking and menu planning, to taking the right supplements, practicing meditation, or finding spiritual wellness. Think “life optimization” when marketing your CBD product to women.
Women are enjoying the benefits of CBD-infused products for a variety of reasons. By using these tactics to build an effective CBD marketing strategy, you’re more likely to reach your target audience and see your bottom line grow.
Image credit: Mona Ceniceros, Sun Moon Yoga