5 Reasons Why CBD Companies Must Advertise

Sending email is free,
creating a Facebook page is free, Twitter outreach is free, cold-calling is
free, publicity is free, referrals are free, and advertising costs money.

So why is it that even
with all of these wonderfully low cost and free ways to promote your CBD business
I contend that you must make advertising one of your core lead generation
tactics? (Actually one could argue if anything is free, but the items listed
above don’t come with a direct cost.)

Advertising is in fact
one of the marketing tactics that comes with an invoice. You must write a check
to run ads or send direct mail, often before seeing any results. In my
experience people shy away from advertising, not because of the cost, because
they don’t know how to get results and they don’t understand the long-term
residual effects. Think about it, if you knew that for every $100 you spent you
could produce $200, you would get out your check book and spend away, right?

For a CBD company (in
a getting crowded quickly market) to get results from advertising today you
must

• Be laser focused on a
  specific ideal client
• Create awareness for
  valuable content with a call to action
• Measure leads and
  conversion fanatically

But, that’s a topic
for another post, today I want to first get the leverage to help you understand
why you must add advertising to mix and then we can start to talk about how.

When done effectively
advertising is an essential part of mix because:

1. Advertising
   is the only medium you can control – if you want your message to hit on the day a product
   launches or event is about to happen, this is the only vehicle you control
   completely.
2. Advertising
   allows you to target ideal customers only – when you match a very personal message to a very select
   audience you get far greater connection.
3. Advertising
   creates awareness for your content – The force that drives a great deal of conversion and
   trust building these days is educational content – ebooks, seminars and blog
   posts – advertising is a great way to help get that content found and consumed
   once you’ve gone to the effort to produce it.
4. Advertising
   adds credibility to your message – Don’t ask me why this is exactly, but every time I run
   advertising people comment that business must be going well. The perception
   that you can afford advertising is often enough to sell and resell prospects
   and customers alike and makes it easier to get attention for your entire
   message.
5. Advertising
   amplifies everything else you’re doing – When you are using advertising to create awareness for
   your content you automatically create more awareness for everything you are
   doing. Journalists find companies that advertise, referral sources remember
   companies that advertise, people fan and follow and friend from ads, and
   employees can point to well-placed ads as a source of pride in place they work.

Restrictions are not nearly as strong for CBD
companies. Remember, just don’t make claims. Happy advertising!