Social Media Marketing for a CBD Brand

Background

Our client, a reputable CBD brand, faced the challenge of growing their social media presence in a highly competitive market. With increasing consumer interest in CBD products, the client wanted to leverage organic social media to build brand awareness, engage with their target audience, and drive sales without relying heavily on paid advertising, which is often restricted for CBD brands.

Objectives

• Increase Brand Awareness: Establish a strong presence on social media platforms, particularly Instagram and Facebook.
• Engage with the Audience: Build a community of loyal followers through consistent and meaningful interactions.
• Educate the Market: Use content to inform potential customers about the benefits and uses of CBD products.
• Drive Website Traffic: Use social media to direct followers to the client’s website for more information and purchases.
• Grow Social Media Following: Organically increase the number of followers and engagement rates on key platforms.

Challenges

• Regulatory Restrictions: CBD brands face strict regulations on paid advertising across major social media platforms, making organic reach even more critical.
• Market Saturation: The CBD market is crowded, with many brands competing for the same audience.
• Misinformation: There is widespread misinformation about CBD products, leading to consumer scepticism.
• Content Sensitivity: Posts had to be carefully crafted to avoid violations of platform policies related to CBD.

Solution

We crafted an organic social media strategy that emphasised community building and education. We developed engaging content, collaborated with micro-influencers, encouraged user-generated content, and launched educational campaigns. This approach increased brand engagement and fostered a loyal online community.

Results

• Increased Followers: The brand’s Instagram following grew by 120% over six months, while Facebook saw a 95% increase in followers.
• Higher Engagement: The engagement rate across social media platforms increased by 150%, with a notable rise in comments, shares, and saves.
• Boosted Website Traffic: Organic social media efforts contributed to a 40% increase in website traffic, with a significant portion of visitors coming from Instagram and Facebook.
• Enhanced Brand Awareness: The educational campaigns and influencer partnerships helped position the brand as a trusted source of information in the CBD industry.
• Improved Sales: Although the focus was on organic growth, the client saw a 30% increase in sales, attributed to the heightened brand awareness and website traffic generated through social media.

Turnkey Digital’s organic social media marketing strategy enabled the CBD brand to build a strong and engaged online community, increase brand awareness, and drive traffic to their website, all while navigating the challenges of a regulated market. Our approach not only helped the client grow their social media presence organically but also contributed to their overall business success.