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Jul 6
Business Growth
7 min read

In the rapidly growing cannabis industry, CBD brands face unique challenges when it comes to marketing their products online. With strict regulations and fierce competition, simply having a great product isn't enough - you need effective CBD digital marketing strategies to stand out and reach your target audience.

Fortunately, by implementing the right best practices in your CBD marketing efforts, you can navigate the complexities of promoting CBD online and grow your brand successfully.

In this article, we'll explore key strategies like creating high-quality content, leveraging influencer marketing, optimizing for search engines, and more to help you engage CBD consumers and boost your sales in this exciting industry.

What is CBD?

CBD, or cannabidiol, is a popular compound extracted from the flowering tops, leaves, and resin of two strains of the cannabis plant [1]. It belongs to a broader class of compounds called cannabinoids that are found in abundance in the cannabis plant.

Unlike THC, which is known for delivering the "high" feeling typically associated with marijuana when ingested or smoked, CBD doesn't produce a sense of euphoria, hallucination, or psychoactivity when consumed.

Why Has CBD Become So Popular?

Several benefits may explain CBD's rise in popularity [3]:

  1. CBD is not psychoactive: This overarching property makes CBD perceived as more acceptable and safer than other cannabis products. Anyone can use it without the risk of getting high, which is a big plus.
  2. It's legal: The sale of CBD products became completely legal after the passage of the Agriculture Improvement Act of 2018 (aka Farm Bill 2018).
  3. It's an effective alternative treatment: There are hundreds of scientific research studies and reviews showing that CBD is indeed effective in addressing a wide array of conditions related to depression, anxiety, and pain.

Challenges in CBD Marketing

Marketing CBD products presents a set of challenges that most FMCG businesses don't have to navigate. If you want to promote your CBD products and reach your target audience then you'll need to know the basics, plus get a little creative.

Despite the growing popularity of CBD, marketing it can be a tricky endeavor due to various restrictions and regulations [22]. However, with the right digital marketing strategies, promoting CBD online becomes a walk in the park, providing businesses with the opportunity to reach a wider audience.

Consumer Confusion

One of the primary challenges in CBD marketing is consumer confusion. The novelty of CBD products has created a significant need for consumer education regarding their benefits, usage, and safety. The main one is that most people think CBD is the same as weed and will get you high.

Legal Restrictions

Another significant challenge in CBD marketing is navigating the complex legal landscape. CBD products are subject to stringent regulations that vary across jurisdictions, posing challenges for marketers to ensure compliance and avoid legal issues.

The uncertain legal status of CBD leads to ambiguity and confusion regarding permissible marketing practices and compliance with regulatory requirements.

Regulatory BodyRestriction
FDABans making any medical claims, the sale of edible products containing CBD, and the use of CBD as dietary supplements
Federal GovernmentConsiders marijuana and THC illegal drugs, despite state-level legalization efforts
State LawsVary greatly, with some states requiring pre-approval for CBD advertising or proof of third-party testing

Strategies for CBD Marketing

CBD is a challenging product to promote online but all is not lost. We're going to look at the best ways businesses can promote and sell CBD, with the chance to reach a wider audience.

1. Email Marketing

Email marketing is the most powerful tool for CBD businesses to nurture customer relationships and drive sales growth. By sending targeted and personalized campaigns to emails collected, brands can keep their audience engaged, and informed, but most importantly the brand will stay top of mind.

However, email inboxes are a dogfight for customers' attention. The way to win is to increase your sending frequency without increasing spam rates.

To maximize the effectiveness of your CBD email marketing efforts, consider the following best practices:

Building and Segmenting Your Email List

Growing a high-quality email list is essential for the success of your campaigns. Implement various tactics to collect opted-in email addresses from existing and potential customers, such as:

  1. Adding subscription forms on your website [106]
  2. Offering lead magnets like discounts or exclusive content in exchange for email addresses
  3. Encouraging opt-ins during online and in-store purchases
  4. Utilizing digital kiosks in brick-and-mortar locations to capture sign-ups
  5. Create quizzes that provide product suggestions to best match a customer's need in exchange for their email address
  6. Use interactive video funnels to collect email addresses

Once you have a substantial email list, segment your subscribers based on shared characteristics, such as engagement, interests, zero-party data, demographics, purchase history, or location. This allows you to send more targeted and relevant content to each group, enhancing engagement.

One area in which we often see missed opportunities is how CBD brands approach their prospect list. (These are people who’ve never bought before)

Typically a prospect opts in for a discount or coupon and will start receiving emails. Focus on segmenting your prospect list, leverage the data of opt-in and engagement, and make smarter decisions about how to approach a lead.

A 90-day-old opt-in / prospect who “opens” every email, but not has clicked, who has not purchased, is most likely not going to purchase anytime soon.

Yet, you should spend time sending them more messages.

While most of your revenue is found in:

  • Customers
  • Recent prospects (within 30 days)

Crafting Compelling Email Campaigns

To create impactful email campaigns that resonate with your CBD audience, focus on the following elements:

Subject lineUse mysterious subject lines that are under 6 words to grab attention
PersonalizationTailor content to recipients' interests based on segmentation
Valuable contentProvide sales, educational, or entertaining content that addresses your audience's pain points and preferences
Clear call-to-action (CTA)Include a prominent and specific CTA that highlights the benefits to guide recipients toward the desired action
Mobile optimizationEnsure your emails are mobile-friendly, as most subscribers open emails on their smartphones

6 Steps to Creating High-Converting Campaign Templates

Once you have the above basics, you can begin building each email campaign template. This can be done inside your email platforms builder to generate an HTML email or inside Figma to create an image-sliced email.

Step 1: Angle CreationAnalyze your best-performing creatives, ads, and past emails & use the top 3-5 angles/ concepts
Step 2: Style AnalysisWhat best-performing email designs does your audience react to? Plain text vs image emails. Look at your top 10 based on clicks
Step 3: Gather Social ProofAnalyze best reviews, comments, and customer support feedback to find the content your audience is receptive to
Step 4: Best CTAsAnalyze your buttons with the highest CTR for common data points and create new similar ones that tie into the email angle/ content
Step 5: Create The EmailPut all of this together and make sure the most important parts are above the fold, including button
Step 6: TestSend out 3-5 email campaigns and see what results you get before analyzing data for iteration of winning formulas

Build Your Core Pre & Post Purchase Flows

Flows allow CBD e-commerce brands to trigger emails sent to audiences based on actions they perform on the website. For example, if a website visitor subscribes via a lead magnet opt-in form they will enter the Welcome Series.

Different triggers activate different flows based on the stage of a customer's journey. Each flow needs to be tailored toward a particular objective to help a customer travel further down the conversion funnel.

Funnel StageFlow Type
AwarenessWelcome Series, Site Abandonment
ConsiderationBrowse Abandonment, Cart Abandonment, Checkout Abandonment, Back In Stock
RetentionNew Customer, Repeat Customer, Order Delivered, Replenishment Flow, Review Request, VIP Flow, Winback Flow, Referral Program, Happy Birthday Flow, Sunset Unengaged

Ensuring High Click-Through Rates

To maximize click-through rates and encourage your subscribers to take action, implement the following strategies:

  1. Segment your email list to deliver highly targeted and relevant content [110]
  2. Make your promotional offers prominent and unmissable by using bold text or eye-catching visual
  3. Test different email designs and layouts to identify what resonates best with your audience
  4. Monitor your email metrics closely and continuously optimize your campaigns based on performance data

By building a quality email list, crafting compelling campaigns, building out your flows, and optimizing for click-through rates, CBD businesses can harness the power of email marketing to build stronger customer relationships and drive revenue growth in this rapidly evolving industry.

2. Effective Content and SEO Strategies

Creating high-quality, informative content is crucial for CBD businesses looking to attract and engage potential customers at the top of the funnel. By focusing on informative topics related to your products, and incorporating relevant CBD keywords, businesses can improve their search engine rankings and drive more organic traffic to their website [76].

However, don't just focus on creating only blog content. You need to optimize different parts of your website for different search intent keywords. Commercial keywords should be used to optimize collection pages with information that addresses buyer concerns and transactional keywords on product pages.

Create High-Quality Blogs

When crafting blog posts and other content, it's essential to put CBD at the center of every piece. This helps establish the brand as an authority in the industry and provides valuable information to readers seeking to learn more about CBD and its potential benefits.

Create a topical map with pillar pages and sub-pages to improve your website searchability. You can then create a content calendar of content that you want to publish.

Prioritize Search Engine Optimization (SEO)

In addition to creating quality content, CBD businesses should prioritize search engine optimization (SEO) to increase their online visibility. SEO involves optimizing web pages and content for search engines, helping companies attract more customers and generate leads.

To maximize the impact of their SEO efforts, businesses should:

  1. Create quality content optimized for relevant CBD keywords
  2. Ensure their website is mobile-friendly and optimized for speed
  3. Build high-quality backlinks from reputable websites
  4. Utilize header tags, meta descriptions, and other on-page SEO elements

Guest posts are another powerful tool for CBD brands looking to expand their reach and build trust with potential customers. By partnering with influential websites that have engaged readers in the CBD or wellness space, brands can tap into new audiences and leverage the credibility of these trusted voices [77].

When implementing a guest post strategy for CBD brands, it's important to:

  1. Identify websites whose values align with your brand
  2. Develop authentic, long-term partnerships
  3. Create engaging, informative content that resonates with the website's audience
  4. Track and measure the success of your campaigns
Content Marketing Best PracticesUsing SEO to Improve Visibility
Focus on CBD-related topicsOptimize content for relevant keywords
Provide valuable informationCreate engaging, informative content
Establish brand authorityBuild quality backlinks
Incorporate relevant keywordsUtilize on-page SEO elements

3. Social Media Marketing

Social media platforms like Facebook, Instagram, YouTube, and TikTok have transformed the way businesses interact with customers [85]. With the average U.S. adult spending 3 hours and 43 minutes per day on mobile devices, targeting customers where they spend time makes social media a powerful marketing tool, especially for the CBD industry, where paid advertising is restricted.

It is an effective way to reach potential customers and engage with the community. Content should be created to attract new customers and keep existing ones engaged.

It could include informative posts, educational videos, and promotional offers. Businesses should also respond to customer inquiries and complaints promptly [22].

To effectively use social media for growing your CBD brand, consider the following best practices:

Use Keywords Your Customers Use

Identify relevant keywords your customers use on social media platforms and incorporate them into your social media posts, captions, and image alt text to help users find your content.

However, be cautious with some keywords, as platforms like Instagram ban "sensitive" hashtags, including those with the word "cannabis" [85]. Research keywords before using them to avoid being flagged or hidden from algorithms.

Post Regularly

Analyze when your target audience is most active on each social platform and determine the optimal posting frequency. Consistency is key to avoiding getting lost in the crowd.

Diversify Your Content

Use a variety of content formats, such as videos, podcasts, stories, and boomerangs, to communicate your message and make a greater impact on your audience. Relying on a single content type may not be the best use of social media.

FacebookProhibits ads promoting the sale of THC products or cannabis products containing related psychoactive components, as well as ingestible CBD products derived from hemp
InstagramIntends to maintain a policy that aligns with diverse legal frameworks and creates a safe environment for users, prohibiting the advertising or selling of marijuana
Twitter (X)Recently updated guidelines allow licensed companies to advertise cannabis, hemp, and CBD products, as long as they are not promoting or offering the sale of cannabis or CBD products
LinkedInHas policies prohibiting ads that promote the sale or use of illicit or recreational drugs, but is not generally known to actively remove cannabis content or block cannabis businesses
TikTokOutright bans all cannabis content due to its ownership by a Chinese company and appeal to a younger demographic
RedditAllows users to post what they wish but will remove any information about buying or selling cannabis products
YouTubeSome restrictions in 2021, allowing monetization on educational, documentary, or news content that may include recreational drugs and drug-related content, as well as non-graphic, objective discussions of controversial issues

To maintain compliance on social media, CBD brands should:

  1. Avoid making false or misleading claims about their products [46]
  2. Refrain from promoting overconsumption or depicting consumption in certain states
  3. Steer clear of making health or therapeutic claims, or offering medical advice
  4. Avoid using imagery that appeals to children, such as cartoons or dancing animals
  5. Refrain from running games or competitions related to consumption

Make Use of Influencers

Influencer marketing is a loophole to navigate restrictions on cannabis marketing [85]. Influencers, as content creators and brand ambassadors, can recommend products without directly representing the brand, allowing CBD companies to promote their products without getting tangled in marketing legalities.

Influencers have cultivated loyal followers who trust their recommendations and insights [49]. By partnering with relevant influencers, CBD brands can tap into this trust and boost their credibility.

Consistency is crucial when working with influencers. Regular updates and ongoing positive experiences reinforce trust and reliability, making their endorsements feel genuine rather than one-off advertisements.

StrategyKey Points
AuthenticityInfluencers build trust by sharing honest reviews and personal experiences
EducationInfluencers can help demystify CBD and raise awareness about its potential benefits
EngagementInfluencers foster conversations and encourage engagement, driving interest in the brand
Long-Term RelationshipsConsistent presence among the target audience deepens the connection between the brand and consumers

By leveraging the power of social media and partnering with trusted influencers, CBD brands can navigate the complexities of cannabis marketing while building credibility, educating consumers, and driving engagement [50]. A strategic approach to influencer marketing can help CBD businesses thrive in an increasingly competitive landscape.

4. Using Multiple Marketing Channels

Online isn't the only channel available to CBD businesses. A variety of marketing channels to effectively promote your products and reach your target audiences should be deployed in a multi-channel approach.

This allows companies to engage with potential customers through different touchpoints, increasing brand visibility and driving sales [22].

Offline and In-Store Promotions

Traditional marketing outlets such as television, radio, newspapers, and magazines are typically off-limits to CBD products, but what about offline events and activities, such as street promotions and pop-up stores?

Here are some effective ways to leverage offline and in-store promotions for your CBD brand [7]:

  1. Creative Displays: Utilize eye-catching displays and end-cap placements to draw attention to your CBD products and encourage customers to make a purchase
  2. In-Store Sampling: Offer product samples to allow customers to try your CBD products before buying, increasing the likelihood of a sale
  3. Loyalty Programs and Discounts: Implement loyalty programs and offer discounts to incentivize customers to choose your brand over competitors

Word of mouth is still one of the best ways to promote your CBD products. Ask your customers for feedback and referrals, and give them the incentive to spread the word about your brand.

According to a recent survey conducted by Brightfield Group and Puro, a majority of CBD marketers (62%) say that the best way to reach potential customers is through in-store promotion [7]. This was followed closely by word of mouth (60%), online retail channels (52%), and offline retail channels (49%).

It's clear that using multiple channels is the best way to promote CBD products in retail, but make sure you understand the regulations first before engaging in any promotional activities.

By leveraging a combination of offline, online, and in-store promotion strategies, CBD businesses can effectively navigate the complexities of marketing their products and thrive in an increasingly competitive landscape.

5. Creating a Distinctive Brand Identity

Within the last few years, many brands have entered the CBD space all essentially offering the same products that benefit customers in the same way. So how do prospective customers choose your product over the competitors if the benefits are the same?

Create a distinctive brand identity to stand out in an increasingly competitive market. By developing a unique brand fit, crafting a compelling value proposition, and delivering a memorable message, CBD brands can effectively differentiate themselves and connect with their target audience [67][68][75].

Determining and Setting Brand Fit

To establish a strong brand fit, CBD businesses must first identify their target customer and understand their needs, preferences, and pain points.

Conducting thorough market research and analyzing competitors can provide valuable insights into how to position your brand in a way that resonates with your ideal customer.

Consider the following when determining your brand fit:

  1. Who is your target audience? What are their demographics, interests, and values?
  2. What problems does your CBD product solve for your customers? How does it improve their lives?
  3. What makes your brand unique compared to competitors? What are your strengths and weaknesses?

Developing a Unique Value Proposition

A unique value proposition (UVP) is a clear statement that communicates the specific benefits your CBD brand offers and how it solves your customers' problems better than the competition. Your UVP should be:

  • Simple and concise
  • Credible and believable
  • Different from competitors
  • Memorable and inspiring
  • Aligned with your target audience's needs and values

To craft a compelling UVP, focus on the emotional and rational benefits your CBD products provide. For example, if your target audience is elderly individuals seeking pain relief, your UVP could be: [Your Brand Name] helps seniors manage pain naturally, so they can enjoy more quality time with loved ones.

Crafting a Memorable Message

Your brand message should be an extension of your UVP, communicating your values, mission, and personality in a way that connects emotionally with your target audience [67][68]. To create a memorable message:

  1. Use language and tone that resonates with your ideal customer
  2. Highlight the unique benefits and features of your CBD products
  3. Tell your brand story in a way that is authentic, relatable, and inspiring
  4. Ensure consistency across all marketing channels and touch points
Brand ElementKey Considerations
Logo & Visual IdentityChoose colors, fonts, and imagery that reflect your brand personality and values
Tone & VoiceDevelop a consistent tone that aligns with your target audience and brand identity
StorytellingShare your brand's origin story, mission, and values in an engaging way
ConsistencyMaintain a cohesive brand experience across all channels and customer interactions

By investing time and resources into developing a distinctive brand identity, CBD businesses can build trust, credibility, and loyalty with their target audience. A strong brand identity not only helps you stand out in a crowded market but also lays the foundation for long-term success in the CBD industry.

Overcoming Common Marketing Challenges

We now have all the possible channels that you can use to market your CBD-based products. However, there are still challenges that need to be overcome. Let's look at what they are and how you can bet them.

Consumer Education and Brand Differentiation

One of the primary challenges in CBD marketing is consumer confusion with THC. The novelty of CBD products has created a significant need for consumer education regarding their benefits, usage, and safety [118].

This presents a challenge for marketers to effectively convey accurate information and build trust amidst widespread misinformation and misconceptions surrounding CBD.

To overcome this hurdle, businesses should invest in educational content initiatives that provide accurate information about CBD benefits, usage, and safety. Collaborating with industry experts and healthcare professionals can enhance credibility and trustworthiness.

By prioritizing transparency and authenticity in marketing communications, businesses can build credibility with consumers and establish trust.

Dealing with Market Saturation

Recent legalization efforts and increased CBD popularity have led many investors into the CBD industry. That means the sector faces stiff competition due to the many CBD brands being set up.

To compete effectively, you need to be creative in branding, product placement, and creating an effective CBD marketing strategy to succeed in this competitive market.

StrategyKey Points
Product DifferentiationBring in products that other companies do not have. If you can create a topical or tincture that is different or uses different ingredients, it can prevent you from being just an average CBD company
Discount ProgramsOffer special discounts to niche groups like veterans, firefighters, teachers, and first responders. Programs like this work well and help create long-lasting customers
Educational VideosPost educational videos on social media without talking about your products directly
Science-Backed ProcessesPeople trust institutional authorities so providing certified products adds to your credibility

Targeting the Right Audience

To get the most out of your CBD marketing strategy, you need to define your target audience. By understanding your ideal customer demographics, you can tailor your messaging and product offerings to resonate with their needs and preferences [55].

A recent study from Gallup reported that 14% of US citizens (1 in 7) say they personally use CBD products regularly [58]. However, 50% of US adults do not use CBD, and 35% aren't familiar with any CBD product.

This presents a huge opportunity for CBD brands to educate and attract new customers who are curious about the therapeutic benefits of CBD.

Know Your Consumer Demographics

Demographic insights such as age, gender, income, marital status, and education can help determine the size of a potential market and inform decisions on new products, marketing strategies, and content [57]. For example:

DemographicCBD Usage
Age20% of US adults younger than 30 use CBD, while only 8% of those aged 65 and older use it
Region21% of adults in the Western US use CBD products, compared to 13% in the South and 11% in the East and Midwest

Analyze Usage and Paths to Purchase

Brightfield Group estimates the CBD market will reach $16.8 billion in sales by 2025. Analyzing how different consumers use and purchase CBD can inform your product and distribution strategies [57]. Key questions to consider:

  • How do consumers use CBD? (frequency, dosage, product types)
  • Why do they use CBD? (medical conditions, wellness, recreation)
  • What attributes and benefits do they seek in CBD brands?
  • Where do they prefer to purchase CBD products?

Adult CBD users in the US primarily use hemp-derived CBD products for pain (40%), anxiety (20%), insomnia (11%) and arthritis (8%) [58]. Women are more likely to use CBD for anxiety, while men are more likely to use it for help sleeping.

Understand Personality Attributes and Psychological Motivators

People are more likely to respond to messaging that speaks to who they are on a psychological level. Common psychological motivators that drive purchasing decisions include:

  • Reward & Incentives
  • Power & Authority
  • Belonging & Community
  • Achievement & Accomplishment

Understanding what truly motivates your target consumers to buy can inform a stronger brand positioning and product strategy. Honing in on the right messaging can relieve gaps in your purchase funnel and drive the consideration of your brand.

Leverage Consumer Interests

CBD is often a small part of the average consumer's day. By understanding their jobs, hobbies, and social interests, you can deeply relate to your target audience. Some top interest categories for CBD consumers include:

  • Fashion & Beauty
  • Food & Travel
  • Health & Sports
  • Home & Community
  • Music & Arts
  • News & Pop Culture

Knowing your audience's broader interests and brand preferences can guide partnership and content strategies that resonate. Follow the conversations on social media to understand what topics are top of mind for CBD consumers and let those insights influence your product and marketing decisions.

A data-driven approach to understanding your ideal customer is essential for success in this rapidly evolving industry.

Understanding the CBD Market

The CBD market has witnessed remarkable growth in recent years, driven by increasing consumer acceptance and evolving legislation. Conservative estimates project CBD sales to surpass $1.8 billion annually by 2022, a significant increase from approximately $500 million in 2018 [2].

This rapid expansion is expected to outpace the legal cannabis industry, which is estimated to be worth over $23 billion in the next five years or so.


The legalization of hemp-derived products like CBD through the federal Farm Bill 2018 has been a major catalyst for the CBD market's growth. This legislation removed hemp, defined as cannabis sativa with < 0.3% THC, from the Controlled Substance Act [2]. As a result, hemp-derived CBD products became widely marketed and sold at various retailers without FDA approval [4].

LegislationImpact on the CBD Market
Agriculture Improvement Act of 2018 (Farm Bill 2018)Legalized the sale of hemp-derived CBD products, removing hemp from the Controlled Substance Act
State-level legalization effortsSome states have laws restricting the sale of hemp-derived CBD and/or THC products by limiting THC content or allowing sale only for certain conditions

Navigating Legalities and Regulations

Navigating the complex legal landscape surrounding CBD marketing is crucial for businesses looking to promote their products effectively. The 2018 Farm Bill legalized hemp-derived CBD products however this does not automatically mean that the distribution and advertising of CBD is legal across all states [7].

Federal Laws

The Food and Drug Administration (FDA) regulates CBD products under the Food, Drug, and Cosmetic Act (FD&C Act) and Section 351 of the Public Health Service Act. According to these regulations, it is illegal to add CBD to food products or label it as a dietary supplement [2].

To avoid legal issues, businesses must refrain from making any medical claims that the FDA does not approve. While mentioning the possible medical benefits of CBD is allowed, making unapproved medical claims is strictly prohibited.

Regulatory BodyRestriction
FDABans making any medical claims, the sale of edible products containing CBD, and the use of CBD as dietary supplements
Federal GovernmentConsiders marijuana and THC illegal drugs, despite state-level legalization efforts

State-Specific Rules

CBD advertising laws vary greatly from state to state, posing challenges for marketers to ensure compliance [22]. Some states require pre-approval for CBD advertising or proof of third-party testing [27]. Businesses must stay informed about evolving regulations and ensure strict compliance with all legal requirements.

Conducting thorough research on local and federal laws governing CBD marketing and establishing clear guidelines for marketing practices within legal boundaries is crucial.

International Regulations

When marketing CBD products internationally, businesses must consider the laws and regulations of each country they target. Some countries have more restrictive policies regarding CBD, while others have more lenient approaches. For example, in the European Union, CBD products containing less than 0.2% THC are legal, while in Canada, CBD is regulated under the Cannabis Act [4].

To successfully navigate international regulations, businesses should:

  1. Research the specific laws and regulations of each country they plan to market in
  2. Ensure their products meet the legal requirements for THC content and other criteria
  3. Work with local legal experts to ensure compliance with all applicable laws
  4. Adapt their marketing strategies to align with the cultural and legal norms of each country

By staying informed about the ever-changing legal landscape and working with experienced legal professionals, CBD businesses can effectively navigate the complexities of marketing their products while remaining compliant with federal, state, and international regulations.


The CBD industry has experienced remarkable growth in recent years, driven by increasing consumer acceptance, ongoing research into its potential benefits, and favorable legislation. However, marketing CBD products online presents unique challenges due to strict regulations and fierce competition.

By implementing effective digital marketing strategies such as creating high-quality content, leveraging influencer marketing, optimizing for search engines, and navigating the complex legal landscape, CBD brands can successfully reach their target audience and thrive in this exciting industry.

Maaly specializes in CBD marketing, attracting potential customers for businesses selling CBD products. By adopting a strategic approach to digital marketing and staying attuned to the ever-changing landscape, CBD brands can overcome the challenges of promoting their products online and achieve long-term success in this rapidly growing industry.

5 Best Digital Marketing Practices For Growing CBD Brands
Explore the best practices for CBD marketing to sell your products online. Learn how to leverage SEO, create email campaigns and 3 other digital strategies.
5 Best Digital Marketing Practices For Growing CBD Brands
Paul de Bruin
Founder at Maaly
Jul 6
Business Growth
7 min read

The CBD market has experienced significant growth in recent years, with the industry projected to reach $20 billion by 2024. This growth is attributed to the increasing acceptance of CBD products for both medical and recreational purposes.

Entrepreneurs looking to venture into the CBD market must understand the dynamics of the industry to attain success. In this article, we explore six beginner strategies that entrepreneurs can use to succeed in the CBD market.

Understanding the Legal Framework

Entrepreneurs looking to venture into the CBD market must first understand the industry's legal framework. While CBD is legal at the federal level, variations in state laws govern the sale and distribution of CBD products. Entrepreneurs must comply with federal and state regulations to avoid legal issues that may harm their business.

Why is this important: A strong compliant legal framework is the foundation a cannabis or CBD business is built on. Without this, you could be breaking the law without knowing it and face the risk of your brand being shut down wasting the investments you’ve made.

Building Strong and Reliable Relationships

A successful business in the CBD market requires strong and reliable relationships with suppliers, manufacturers, and retailers. Entrepreneurs must take the time to build strong relationships with their vendors to ensure that they receive high-quality CBD products.

They should also establish a reliable supply chain to ensure that their products are consistently available to consumers. Additionally, entrepreneurs must develop a relationships with retailers and wholesalers to expand their reach and increase their sales.

Developing a Unique Brand

With the increasing competition in the CBD market, entrepreneurs must develop a unique brand that resonates with their target audience. A unique brand helps entrepreneurs stand out in the crowded market and attract new customers.

Entrepreneurs must take the time to identify their target market and develop a brand that appeals to their needs and preferences. They can achieve this by creating a unique brand name, developing a distinctive logo, and using creative marketing strategies.

Investing in Quality Products

The quality of CBD products is a critical factor in the success of a business in the CBD market. Entrepreneurs must invest in high-quality CBD products that are safe, effective, and meet the needs of their target market.

This requires working with reliable manufacturers who use high-quality ingredients and adhere to strict quality control standards. Entrepreneurs should also conduct thorough testing to ensure that their products meet the required standards and regulations.

Creating an Effective Marketing Strategy

An effective CBD marketing strategy is essential for entrepreneurs looking to succeed in the CBD market. A good marketing strategy helps entrepreneurs build brand awareness, increase sales, and attract new customers. Entrepreneurs must identify their target market and develop a marketing strategy that appeals to their needs and preferences.

They can achieve this by using social media marketing, influencer marketing, content marketing, and other creative marketing strategies.

Analyzing Market Trends and Consumer Behavior

Entrepreneurs looking to succeed in the CBD market must keep up with market trends and consumer behavior. They must analyze the market trends to identify new opportunities and adjust their strategies to meet changing consumer preferences.

Additionally, entrepreneurs must understand consumer behavior to develop products that meet their needs and preferences. They can achieve this by conducting market research, analyzing sales data, and monitoring customer reviews and feedback. By analyzing market trends and consumer behavior, entrepreneurs can make informed decisions that can help them succeed in the CBD market.


The CBD market presents an exciting opportunity for entrepreneurs looking to venture into a growing industry. However, success in the CBD market requires a thorough understanding of the legal framework, building strong relationships, developing a unique brand, investing in quality products, and creating an effective marketing strategy.

By implementing these strategies, entrepreneurs can increase their chances of success in the CBD market and build profitable businesses.

Looking for a reliable and effective CBD agency to help grow your business? Our expert team specializes in SEO, content marketing, email marketing, and data analysis to help you achieve predictable recurring revenue. Contact us today to learn more about how we can help your cannabis or CBD brand stand out in a crowded market.

6 Beginner Strategies To Succeed If You’re Starting a CBD Business
CBD is the next gold rush with a $20B growth projected, however if you’re starting a CBD business there are a few things to know before beginning.
6 Beginner Strategies To Succeed If You’re Starting a CBD Business
Paul de Bruin
Founder at Maaly
Jul 6
Business Growth
2 min read

As the use of CBD products continues to grow in popularity, so does the need to advertise these products. Advertising CBD can be a tricky business, as there are a number of regulations that must be taken into consideration.

In this blog post, we will discuss everything that your need to consider when advertising CBD.

Legal Status

The first thing to consider when advertising CBD is the legal status of the product. CBD is an unregulated product and is not currently approved by the FDA. This means that any advertising of CBD products must comply with all applicable laws and regulations. It is important to ensure that all claims made about the product are accurate and verifiable.

Target Audience

The second thing to consider when advertising CBD is the target audience. While CBD is becoming more widely accepted, it is still not a mainstream product. It is important to consider who your target audience is and to tailor your advertising to that audience.

For example, if your target audience is young adults, you may want to focus on the potential health benefits of CBD, while if your target audience is older adults, you may want to focus on the potential therapeutic benefits of CBD. It is also important to consider any potential backlash that could arise from advertising a product that is not yet widely accepted.

Advertising Metho

The third thing to consider when advertising CBD is the methods used to advertise the product. There are a number of different methods that can be used to advertise CBD, ranging from print and radio ads to digital marketing and social media campaigns.

Important: Consider which method is most effective for your target audience and ensure that all campaigns are compliant with applicable laws and regulations.


The fourth thing to consider when advertising CBD is the tone used to promote the product. CBD is still a relatively new product and some people may be wary of its use. It is important to ensure that the tone used to advertise the product is respectful and informative. It is also important to be mindful of any potential backlash that could arise from the use of certain words or phrases.

Advertising Budget

Finally, it is important to consider the budget for the advertising campaign. Advertising CBD can be expensive, so it is important to consider the costs associated with the campaign before launching it. It is also important to consider any potential returns that could be made from the campaign, as these can help to offset the cost of the campaign.


Advertising CBD can be a tricky business, but with a little planning and research, it can be a successful endeavor. By considering the legal status of the product, the target audience, the methods used to advertise the product, the tone used to promote the product, and the budget for the campaign, you can ensure that your CBD advertising campaign is compliant with all applicable laws and regulations. While this may seem like a lot of work, this will help ensure the success of your business.

Are you looking for a reliable CBD digital marketing agency? We understand the unique challenges that come with marketing CBD products. That's why we have the knowledge and expertise to create effective digital marketing strategies tailored to the CBD industry.

From SEO, content marketing, email marketing, and data analysis, we can help you reach your target audience, increase your visibility, and generate more leads and sales. Let us help CBD businesses grow and reach their full potential! Contact us today to get started!

Everything That You Need to Consider When Advertising CBD
Digital marketing is the best way to market your products but do you know how to advertise CBD? First, consider these before creating your strategy.
Everything That You Need to Consider When Advertising CBD
Paul de Bruin
Founder at Maaly
Jul 6
Business Growth
5 min read

In today's world, many people assume that marketing a cannabis business is a relatively easy task. While the legalization of cannabis has made it more socially accepted, the industry has also become increasingly competitive. Crafting killer cannabis video marketing campaigns that capture attention and drive sales is crucial.

As more and more entrepreneurs join the cannabis industry, traditional marketing techniques are no longer enough to ensure success. To stand out from the competition, cannabis businesses must think outside the box and utilize creative tactics to reach their target audience.

With the rising popularity of video platforms, what better way to do it than with engaging, informative cannabis marketing videos?

Crafting Your Cannabis Video Marketing Strategy

To create an effective cannabis video marketing strategy, you need to start by defining your campaign objectives. What do you want to achieve with your videos? Are you looking to increase brand awareness, engage with your target audience, or drive sales? [1]

Once you have a clear understanding of your goals, you can move on to selecting the right types of video content that align with your objectives and resonate with your customers' needs.

Consider creating a mix of educational videos, customer testimonials, how-to guides, brand videos, live streams, behind-the-scenes content, interviews, product demos, and landing page videos. Each type of video serves a different purpose and can help you connect with your audience [8].

However, it's crucial to navigate the legal restrictions and guidelines surrounding cannabis marketing. Different social media platforms have their policies regarding cannabis content, so make sure to tailor your videos accordingly.

Important: Avoid showing cannabis consumption directly, as this often goes against social media regulations. Instead, focus on creating clever content that gets around these regulations to showcase your brand's products.

Types of Effective Cannabis Video Content

When it comes to creating engaging video content for your cannabis business, several types of videos can effectively showcase your products, and brand, educate your audience, and generate customers. From product demonstrations to customer testimonials, each type of video serves a unique purpose in your overall cannabis video marketing strategy [25][26].

1. Product Demonstrations

Showcasing your products in action is a great way to educate customers and get them excited about your offer. Demonstrate how your products can improve their lives and make their cannabis experience better. Product demo videos give your customers a hands-on look at how your product works, helping them make informed purchasing decisions.

Placement: Use these types of videos on your collection and product pages to help increase conversions. You can also place them on social media however don't overdo it.

2. Tutorials and How-Tos

People love videos that teach them something new. Create videos showing customers how to use your products or create their own cannabis recipes.

How-to and explainer videos should be simple and direct, solving a specific problem through show-and-tell or animation. This content should be informative and entertaining to make complex topics easier to understand reducing purchasing fatigue.

Placement: Use these types of videos in blog content and on YouTube when customers are looking for solutions. Position your product as the answer without being too sales-y.

3. Behind-the-Scenes Content

Give customers a glimpse into your business by creating behind-the-scenes videos. Show them how you source and process your cannabis, or give them an inside look at the manufacturing process of your cannabis smoking accessories. Behind-the-scenes videos humanize your brand and allow you to connect with your audience on a personal level.

Placement: Use these types of videos on your homepage and top-of-funnel blog content. You can make a behind-the-scenes playlist on your YouTube channel or Instagram Stories.

4. Interviews with Industry Experts

Interviewing industry experts is a great way to showcase your business and build relationships with influencers. You can use the interviews to educate customers, as well as to promote your products. Speaking with experts and recognizable people in the community boosts brand authority and proves you're knowledgeable and informed.

Placement: Use these videos on pages where customer skepticism about your products will be high. Use on landing pages or 3rd party websites to build credibility.

5. Customer Testimonials

Social proof is the best form of marketing. Customer testimonials are a powerful way to show potential customers the positive experiences other customers have had with your business. Testimonial videos featuring satisfied, loyal customers will speak volumes to on-the-fence or first-time customers.

Placement: Use these videos towards the bottom of the conversion funnel like product pages and landing pages. They can also be used in blog content if you're featuring products, social media, and 3rd party YouTube channels.

Video TypeKey Benefits
Product ReviewA customer gives their experience with your product showing an unbias option. These are usually 30sec - 1min long
Unboxing VideoThese videos give potential customers a more detailed view of your product without the risk of spending their own money
Case StudyThese long formate videos are usually interview style with customers and give a more detailed look into the customers before and after state

6. Brand Awareness Videos

Over 90% of people discover new brands or products on YouTube. Brand awareness videos are all about getting noticed and building trust with your audience. Design these videos for mass appeal, avoiding highly-targeted content and catching as many eyes as possible.

Placement: Use these videos on all your social media channels and distribute them to as many 3rd party channels or websites as possible to increase impressions.

Why Video Marketing in the Cannabis Industry

Video marketing is an essential tool for any business, and the cannabis sector is no exception. Cannabis video marketing helps brands engage customers, build brand awareness, and drive sales.

Rise of Video Content

Video content has skyrocketed in recent years, especially short-form videos, with platforms like YouTube, TikTok, and Instagram embracing this engaging format.

Video Marketing StatisticImpact
52% of marketing professionals state that video is the most valuable type of content for their ROIVideo content drives significant returns on investment
Over 90% of people discover new brands or products on YouTubeVideo platforms expose businesses to a vast audience
Video alone drives a 157% increase in organic traffic from search enginesIncorporating video on websites boosts SEO and attracts more visitors

Importance for Cannabis Businesses

For cannabis businesses, video marketing offers:

  1. Consumer Education: Videos can effectively inform customers about cannabis strains, smoking products, and consumption methods, establishing your brand as a trusted authority.
  2. Combating Misconceptions: Well-executed videos can address myths and half-truths surrounding cannabis or CBD, winning over hesitant customers [35].
  3. Showcasing Products: Product demonstrations and tutorials give customers a hands-on look at how your products work, increasing their confidence in making a purchase.
  4. Building Brand Loyalty: Behind-the-scenes content and customer testimonials humanize your brand and foster emotional connections with your audience.

Platforms That Boost Cannabis Video Marketing

  1. YouTube: As the second-largest search engine, with YouTube cannabis and CBD businesses can create high-quality content to attract organic traffic through optimized titles, descriptions, and tags. Develop a YouTube funnel to convert views into sales.
  2. Instagram and TikTok: These platforms are ideal for showcasing products, and behind-the-scenes footage, and engaging with your audience through creative, visually appealing short-form videos. Make sure not to show marijuana directly.
  3. Website: Embedding videos on your website can significantly increase engagement and conversions, with landing page videos boosting conversions by up to 80% [33]. With platforms like Tolstoy and VideoWise, you can make these videos shippable and take conversions even future with a custom video funnel strategy.

Tips for Creating Engaging and Compliant Cannabis Videos

Creating captivating cannabis videos is a must but if they're not compliant there is a good chance they'll be taken down. Focus on crafting compelling stories while adhering to industry regulations.

Best Practices for Production And Storytelling

  1. Hook your audience with intriguing questions or statements at the beginning of your videos to pique their curiosity and encourage them to keep watching [40].
  2. Lean into education by sharing informative content that helps viewers learn something new about cannabis products, consumption methods, or the industry as a whole.
  3. Incorporate humor and entertainment to make your videos more engaging and memorable. People love content that makes them laugh.
  4. Tell a story with your videos, using a clear beginning, middle, and end structure. Think of them like articles, with a headline, body, and conclusion.
  5. Keep in mind that many people watch social media videos without sound, so make sure your visuals are strong and you're using subtitles.
  6. Create attention-grabbing titles and thumbnails for your videos to increase views and engagement.

Ensuring Compliance

  1. Avoid showing direct marijuana consumption in your videos, as this often goes against social media platform regulations.
  2. Do not make any health claims about your cannabis products that are not supported by scientific research, as this could lead to legal issues [43].
  3. Ensure that your videos comply with all applicable laws and regulations in the geographic areas where they will be shown [48].
  4. Be aware of the different policies regarding cannabis content on various social media platforms, as some have stricter rules than others.|
PlatformCannabis Content Policy
YouTubePermits educational content about cannabis, but videos promoting the sale or usage of cannabis can be flagged and removed. Ads related to cannabis are not allowed.
TikTokStrictly prohibits content that promotes, sells, or otherwise encourages the use of cannabis. Educational content may be removed if it appears to promote cannabis use.
SnapchatProhibits the advertisement and sale of cannabis. While discussions about cannabis may occur, they must not violate the platform’s community guidelines.

Leveraging Analytics and Feedback for Video Marketing Success

You should set metrics and KPIs that you'll track throughout the video campaign. Depending on your goals, you can review data like video views, shares, clicks, and more. Here are a few things you can test once your video strategy is underway [53]:

  1. Video topics
  2. Title of video
  3. Video thumbnail
  4. The best platforms for your audience

As you develop more videos, you'll learn more about what your audience likes, and doesn't like, and what content increases sales. Use UTM parameters to track key sales events in GA4 and which videos were responsible.

Tracking Key Performance Indicators (KPIs)

It's important to always begin with the end in mind. Knowing what you want to accomplish with your videos is key to success because it will influence the types of videos you create, the content you include, how you go about creating them, and will inform what metrics you should track.

Brand awarenessIncrease visibility and recognition of your brand
Brand engagementEncourage interaction and connection with your brand
Increase social media reachExpand your audience on social media platforms
Increase search engine rankingsImprove your website's visibility in search results
Increase conversionsDrive more sales or desired actions from viewers

Utilizing Audience Feedback for Content Improvement

One of the most common questions we get when people start doing cannabis videos is what to talk about once the camera starts recording. One way to begin is to write down what the customers' questions are that come up in customer support. Feedback from customer reviews is another source.

What values and stories about your business could you share? What types of videos are your competitors creating? What 420 community discussions are happening on Reddit?

Use these questions as a starting point for your content ideas. In doing so, you'll have enough content topics to keep you busy recording videos for the next year.

Adapting Strategy Based on Analytics and Trends

Use the data you gather to understand what works and what doesn't. Which types of videos have the highest engagement? What themes or topics resonate most with your audience? Use this information to refine your video content and strategy continuously [49].

A/B testing different video styles and marketing messages can also help optimize your video marketing efforts, allowing you to understand the preferences of your target audience.

Stay up to date on viral trends and brainstorm if you can incorporate them into your video strategy. This will increase the likelihood of going viral.

Lastly, distribute your videos across multiple channels and partnerships to increase reach with new audiences. This strategic approach not only broadens your reach but also deepens engagement, fostering stronger connections with your audience and acquiring new customers.

The Bottom Line

Video marketing is a powerful tool for cannabis businesses looking to engage their target audience, build brand loyalty, and drive sales in the increasingly competitive industry.

By crafting a well-defined video marketing strategy, creating a mix of informative and entertaining content, and leveraging the right platforms, you can effectively showcase your products, educate consumers, and establish your brand as a trusted authority in the cannabis space.

Remember to continuously track your performance, gather audience feedback, and adapt your approach based on data-driven insights to maximize the impact of your campaigns and achieve long-term success.

If you're looking for the best cannabis marketing companies to help you create effective digital marketing campaigns for your cannabis e-commerce brand, Maaly is here to help you. Let's work together to find the right marketing solutions for your business, so contact us today to learn more and get started on your path to video marketing success in the thriving cannabis industry.

How to Boost Your Cannabis Business with Video Marketing in 2024
Discover how to leverage cannabis video marketing to boost your revenue in 2024. Learn about effective content strategies, compliance tips, and more.
How to Boost Your Cannabis Business with Video Marketing in 2024
Paul de Bruin
Founder at Maaly
Jul 6
Business Growth
1 min read

As the CBD industry continues to grow, it is becoming increasingly important for businesses to build strong relationships with their customers. Building loyalty with your CBD consumers is essential for long-term success in this competitive market.

By providing high-quality products, excellent customer service, and a personalized experience, businesses can create a loyal customer base that will keep coming back. In this guide, we will explore various strategies that businesses can use to build loyalty with CBD consumers, including education, transparency, and community building.

Whether you are a new business just entering the CBD market or an established brand looking to strengthen customer relationships, this guide will provide you with actionable tips to help you build a loyal following.

1. Get Their Attention Early

One of the most important steps in building customer loyalty is to make a strong first impression. This means that businesses need to focus on creating a positive experience for customers from the moment they first interact with the brand.

This can be achieved with a strong online presence, by offering high-quality products, providing excellent customer service, and creating a personalized experience for each customer.

2. Educate Your Customers

Another key strategy for building loyalty with CBD consumers is to educate them about the benefits of CBD and how your products can help them.

Many people are still unfamiliar with CBD and may have misconceptions about its effects. By providing educational resources and information, businesses can help customers make informed decisions about their CBD purchases and build trust with their brand.

3. Be Transparent

Transparency is also essential in building loyalty with CBD consumers. Customers want to know what they are buying and where it comes from. Businesses should be transparent about their sourcing, manufacturing, and testing processes to ensure that customers feel confident in the quality and safety of their products.

Don't be afraid to put a face to your brand using founder-led video marketing. Make sure your customers know who they’re buying from by using videos online. With AI video becoming more popular people want a connection with real people, not just a brand.

4. Create a Community

Businesses can build loyalty with CBD consumers by creating a sense of community around their brand. This can include hosting events, creating social media groups, and offering loyalty programs that incentivize repeat purchases.

By fostering a sense of community, businesses can create a loyal customer base that feels connected to their brand and invested in its success.

5. Build Your Story

A strong brand story can also help build loyalty with CBD consumers. Businesses can share their origins, values, and mission to create an emotional connection with their customers. Video marketing is the best way to do this.

By sharing their story, businesses can show customers that they are more than just a product, but a company with a purpose that aligns with their values.

This can create a sense of loyalty and trust in the brand, as customers feel like they are supporting something they believe in.

6. Provide Content That Resonates

Another way to build loyalty with CBD consumers is by providing content that resonates with them. This can include educational resources, product reviews, and industry news. By providing valuable content, businesses can establish themselves as a trusted source of information in the CBD industry.

This can also help customers make informed purchasing decisions, which can lead to repeat business and increased loyalty.

7. Offer Exceptional Customer Service

Exceptional customer service is another key factor in building loyalty with CBD consumers. Businesses should strive to provide prompt, friendly, and knowledgeable customer service to their customers.

This can include offering personalized recommendations, addressing any concerns promptly, and providing support throughout the purchasing process. By providing exceptional customer service, businesses can create a positive experience for their customers and foster a sense of loyalty and trust in their brand.


Building loyalty with CBD consumers requires a strategic approach that prioritizes quality, transparency, and education. By consistently delivering high-quality products, providing clear information about the sourcing and production process, and educating consumers about the benefits of CBD, brands can establish trust and credibility with their target audience.

Additionally, creating a personalized experience and fostering a sense of community through social media and customer service can further strengthen the bond between consumers and the brand.

With the increasing popularity of CBD products, building loyalty has become more important than ever, and by following these guidelines, brands can establish long-lasting relationships with their customers that will ultimately lead to success and growth in the industry.

Get the best out of your CBD business by working with one of the best CBD advertising agencies. We make it a point to help cannabis and CBD brands grow predictable recurring revenue using SEO, content marketing, email marketing, and data analysis.

How to Build Loyalty with Your CBD Consumers: A Quick Guide
It’s cheaper to retain customers than it is to acquire new ones. Use these strategies to build loyalty among your CBD customers and increase recurring revenue.
How to Build Loyalty with Your CBD Consumers: A Quick Guide
Paul de Bruin
Founder at Maaly
Jul 6
Business Growth
7 min read

The cannabis industry is one of the fastest-growing industries in the world, and digital marketing is essential to any successful cannabis business. From identifying your target audience to understanding customer acquisition using SEO and email marketing retention, knowing how to market cannabis online can elevate your business to unprecedented heights.

However, due to the industry's unique legal and political landscape, effective digital marketing can be a challenge for online cannabis businesses.

By exploring innovative approaches you'll learn how to navigate the challenges and discover emerging strategies and technologies that can give your cannabis business a competitive edge. Consider this your roadmap to transforming potential into prosperity in 2024's dynamic cannabis marketplace.

Understanding the Cannabis Market and Its Unique Challenges

The cannabis industry is witnessing rapid growth, with projections indicating that the U.S. cannabis market could reach almost $40 billion by 2024. This expansion is fueled by medical cannabis, increasing acceptance by customers into their everyday lives, and legalization across states.

Important: Cannabis businesses face a unique set of marketing challenges that are caused by shifting consumer perceptions, complex legal and advertising restrictions, and the need to identify and effectively reach their target audience.

Shifting Consumer Perceptions

More than half of Americans have tried cannabis and one in three women over 21 consuming it. This shift is reflected in the diverse consumer base, which now includes a large percentage of women.

Nearly 60% of consumers are married with children, which challenges the traditional "hippies" image of cannabis users. As the industry grows, businesses must adapt by offering products that cater to a broader range of preferences to meet the evolving demands of consumers [7].

Online cannabis businesses need to have effective marketing strategies in place to identify where these audiences are and how to acquire them at a reasonable CPA.

Navigating Legal and Advertising Restrictions

With cannabis still illegal at the federal level, companies must adhere to a patchwork of federal, state, and platform-specific regulations that govern how and where cannabis can be marketed and sold.

These restrictions often limit advertising avenues and require creative marketing strategies to build brand awareness and educate consumers about their products without violating regulations.

Compliance with these regulations is crucial to avoid penalties, maintain licenses, and build a reputable brand [10].

Find Your Target Audience

The first step in any digital marketing strategy is to identify who you’re targeting. There are different audiences within the cannabis industry, and it’s important to understand their needs and interests to reach them effectively.

The cannabis industry serves a variety of different audiences, from medical patients to recreational consumers, each with their own needs and interests. Understanding these nuances is essential for crafting targeted messaging and attracting the right customers.

For instance, medical patients still represent a large portion of overall cannabis users, while 18-25 year olds are the largest demographic of consumers. However, those 55 and older are among the fastest-growing demographics.

By delving into the psychographics of your customers, which involves studying consumers' values, interests, and lifestyles, online cannabis businesses can create more effective marketing messages that resonate with their audience, whether for medical or recreational purposes [13][14][15].

Strategic Online Marketing Techniques for Cannabis

Content Marketing: Blogs and Educational Resources

Content marketing is one of the most effective forms of digital marketing for the cannabis industry. It involves creating and distributing valuable content to your target audience to build brand awareness and trust.

By providing educational resources such as blog posts, videos, and webinars, you can establish your brand as a cannabis authority. This not only builds brand awareness but also trust among web visitors, potentially turning them into loyal customers and advocates.

For example, cannabis businesses that sell accessories such as bongs and weed grinders can engage their audience with behind-the-scenes footage of product development, or by interviewing the founder on product recommendations [23].

This approach adheres to community guidelines but also stands out in an endless sea of online content, making your brand more memorable and engaging.

Focus on SEO: On-Page and Technical Optimization

Search Engine Optimization (SEO) is a cost-effective, long-term marketing solution that can significantly enhance your cannabis brand's online visibility.

Focus on SEO by leveraging commercial intent keywords on your collection pages, updating your Google My Business page, and growing online reviews can help you connect with online audiences who are looking for your cannabis products.

Additionally, investing in technical SEO improves the user experience of your website by optimizing page speed, website navigation, mobile layout, and visual design [18]. Optimize your website and content for search engine rankings so that when people search for related terms, your website and content appear at the top of the search results. This can be a powerful way to increase visibility and drive more traffic to your website.

Invest in Guest Posting

Guest posting is one of the most effective ways to increase your visibility online and within the cannabis industry.

It involves writing content for other websites related to the cannabis industry and including a link back to your website. This increases your visibility and authority in the industry and helps drive more traffic and leads to your website.

Be Mobile-Friendly

In today’s digital world, having a mobile-friendly website is essential. Mobile users are more likely to engage with your content, so ensuring your website is optimized for mobile devices is important. 

This includes optimizing your website for speed, making sure it’s easy to navigate, and ensuring your content is optimized for mobile devices.

Social Media Strategies: Ground Rules and Creative Approaches

Social media platforms offer great opportunities for engaging directly with your target audience but your strategy needs to be well throughout so you don’t get shadow banned.

Platforms like Twitter, Facebook, and Instagram are more forgiving as long as the account does not get flagged for showing drug use. TikTok is a lot more strict and if any drug paraphernalia is shown you’re likely to get banned [24].

Navigating the legal landscape of cannabis marketing on social media requires staying current with regional laws and platform-specific regulations [22]. Focus on creating content that balances aesthetic appeal with educational content and utilizing various content formats you can effectively communicate your brand's message and USPs on social media.

Remember, passionate customers are your greatest champions on social media, and engaging with them fosters loyalty and dialogue, turning user-generated content into marketing gold.

Focus on creating valuable and educational content, optimizing your website for search engines, and engaging with your audience on social media, so you can effectively market your cannabis business online.

The Role of Email and Influencer Marketing

Building Effective Cannabis Email Marketing Campaigns

Due to online advertising restrictions, email marketing is the pivotal marketing channel for cannabis businesses, enabling direct engagement with customers despite these restrictions placed on the industry [25][26][27].

Klaviyo is the most cannabis-friendly email marketing platform in 2024. Brands selling cannabis products can use it to manage campaigns, flows, and analytics all in one place.

“ Klaviyo does permit the marketing of cannabis products through its platform as long as cannabis is legal in the state you are operating from. “

Miranda D. - Klaviyo Compliance Team

Personalization using zero-party data and segmentation is key. Divide your email list based on demographics, location, collected zero-party data, or purchase history, and send targeted messages at scale that resonate with your audience without affecting spam rates.

Focus on crafting email content that speaks directly to your audience's needs and preferences. This can include personalized recommendations based on previous purchases, or zero-party data you collect from subscribers when they opt into your list. This will boost engagement but also foster customer loyalty and retention.

Utilizing email automation, called flows, cannabis brands can set up automated email sequences for different stages of the purchasing journey such as the Welcome Series during awareness, Browse and Checkout Abandonment during consideration, and post-purchase flows during the retention period.

These email funnels can significantly enhance your email marketing performance by delivering the right messages at the right time to help customers convert.

However, all the strategies mentioned will have no effect if you have poor deliverability. Monitoring key email metrics for deliverability like open rates, click-through rates, spam rates, and unsubscribes will provide insights into whether your emails are landing in the inbox.

If they are, and the content you’re sending resonates with your audience, open rates should be above 50%, CTR will be at least 2% and placed order rate between 0.8% - 1% depending on the size of the list or segment you’re sending the campaign to.

Keeping an eye on these key metrics means you can continuously optimize your strategy to reach more of your email subscribers.

Collaborating with Influencers for Enhanced Reach

Cannabis influencer marketing is a great way for brands selling cannabis products online to circumvent traditional advertising limitations. By partnering with influencers who have established credibility and a loyal following within the 420 community, brands can reach potential customers who are unaware of their products and showcase potential customers the benefits [28][29][30].

Make sure you select the right influencers who are a cultural and strategic fit with your brand's values and target audience. Strategies such as sponsored content, product unboxing and reviews, and product tutorials can leverage influencers' reach while adhering to regulatory guidelines [28].

But all of this hinges on authenticity and strategic alignment. Influencers who genuinely connect with your brand can authentically promote your products, leading to higher engagement and conversion rates. If they’re faking it just to get a paycheck, online audiences will know.

Make sure you have clear communication with the influencer regarding regulations to ensure compliance so that both your brand and the influencer are protected from legal complexities.

Tracking the success of influencer campaigns through methods like unique branded links can help measure the impact on site traffic and sales, providing valuable data to refine future strategies.

By integrating effective email campaigns with strategic influencer collaborations, cannabis brands can navigate the digital marketing landscape more effectively, reaching their dream target audience and driving sales in a highly regulated industry.

Leveraging Emerging Platforms and Technologies

Video and Podcast Content: Engaging Your Audience Differently

Because marketing channels have traditionally been limited, cannabis brands have to create new ways to reach potential customers outside of SEO and email. This “gorilla marketing” nature of the cannabis industry is what we love!

Embracing video and podcast content can significantly enhance your brand's engagement levels. Over 50% of consumers express a desire to see more video content from brands, indicating a strong preference for this media type [32]. Video marketing captures attention and provides an authentic glimpse into your brand, whether through behind-the-scenes footage, product demos, or customer testimonials. This transparency builds trust and a deeper connection with your audience.

Podcasts operate in a relatively unregulated space, allowing for detailed discussions about cannabis-related topics, sharing insights, and educating listeners without the typical advertising constraints.

Focus on specific cannabis-related themes to attract an engaged audience interested in your content and products, thereby increasing the likelihood of establishing long-term customer relationships [31].

Exploring New Platforms: Adapting to Changing Consumer Behaviors

As the cannabis market grows new advertising platforms and marketing channels are becoming available to take advantage of new revenue streams. Programmatic advertising is one of them.

These advanced algorithms target specific demographics across various digital channels that have agreed to host cannabis and weed ads [35]. This method maximizes both campaign efficiency and effectiveness, ensuring that your marketing messages reach the most receptive audiences.

By leveraging these innovative platforms and technologies, you can stay ahead of the curve and your competitors in the rapidly evolving market that is seeing more competition.


Digital marketing presents a huge opportunity for the cannabis industry to engage with its target audience and grow its business. With the help of the tips mentioned above, cannabis businesses can leverage digital marketing to create effective campaigns that reach their target audience.

By embracing strategies that span from engaging content creation to astute SEO practices, brands can navigate the unique challenges presented by the current legal and political landscape, ensuring their message resonates far and wide.

Online marketing also allows businesses to track and measure their results, allowing them to adjust their campaigns accordingly and get the most out of their marketing spend. With a well-thought-out digital marketing strategy in place, the cannabis industry can increase its visibility, engage with its target audience, and grow its customer base.

Maaly is a cannabis marketing agency equipped to guide you through these complexities and help propel your marketing efforts forward. Engaging with a knowledgeable partner can turn potential into prosperity, inviting a future where your brand not only participates in the cannabis industry's growth but actively drives it.


What is the Expected Value of the Cannabis Industry in 2025?

By 2025, medical cannabis sales are forecasted to expand at a Compound Annual Growth Rate (CAGR) of 17%, reaching an estimated $13.1 billion. Similarly, sales for adult-use cannabis are expected to grow at a CAGR of 16%, amounting to $16.6 billion. It is estimated that 38.4 million U.S. adults use cannabis at least once a year, whether through legal or illicit means.

What are the Projections for the Cannabis Market by 2030?

The global cannabis market, valued at USD 43.72 billion in 2022, is expected to surge to USD 57.18 billion in 2023 and further expand to USD 444.34 billion by 2030. This growth represents a remarkable CAGR of 34.03% during the forecast period, as reported by Fortune Business Insights.

How To Market Your Cannabis Business Online in 2024
Learn how to market cannabis online & navigate the unique challenges of digital marketing for cannabis businesses to drive growth and success in the marketplace.
How To Market Your Cannabis Business Online in 2024
Paul de Bruin
Founder at Maaly
Jul 6
Business Growth
1 min read

As the popularity of CBD products continues to grow, it's becoming increasingly important for businesses to identify and reach the right audience for their products. With so many different types of CBD products on the market and many potential customers, it can be difficult to know where to start.

In this article, we'll explore some key CBD marketing strategies for identifying and reaching the right audience who wants to buy your CBD products.

Understanding Your Target Market 

Who are your ideal customers? What are their needs and preferences? What are their pain points, and how can your products help to alleviate them? These are all important questions to consider when developing your CBD marketing strategy.

One key factor to consider when identifying your target market is age. While many people assume that CBD products are primarily targeted at older adults, the truth is that there is a growing market for CBD among younger generations as well. This means businesses should consider targeting a wide range of age groups when marketing their CBD products.

Another factor to consider is gender. While CBD products are popular among men and women, there are differences in the types of products each group prefers. It is important to do your research to understand your market.

Choosing the Right Marketing Channels

The next step is to choose the right marketing channels to reach your market. There are many different marketing channels, including social media, email marketing, influencer marketing, and more. Each has its strengths and weaknesses, and it is crucial to choose the channels that will be most effective for reaching your target audience.

Social media is one of the most popular CBD marketing channels. Platforms like Instagram and Facebook are great for reaching younger audiences, allowing businesses to showcase their products in a visually appealing way. Email marketing is another effective channel for reaching customers directly, perfect for personalizing messages to each customer.

Influencer marketing is also becoming increasingly popular in the CBD industry. By partnering with influencers with a large following on social media, businesses can reach a wider audience and build trust with potential customers. However, it's important to choose influencers who align with your brand values and have a genuine interest in your products.

Creating Compelling Content

No matter which marketing channels you choose, the key to reaching your target audience is to create compelling content that resonates with them. This might include blog posts, social media posts, videos, and more. The content should be informative, engaging, and relevant to your target audience's needs and interests.

If your target audience uses CBD products for pain relief, you might create blog posts discussing different types of CBD products that can help with the pain. You can also create social media posts that showcase the experiences of other customers who have used your products for pain relief.

It's also essential to create content that is compliant with FDA guidelines. While the FDA has not yet approved CBD for use in food and supplements, businesses can still market their products as dietary supplements as long as they comply with certain guidelines. This might include including disclaimers on your product packaging or website or avoiding making specific health claims about your products.


Identifying and reaching the right audience for your CBD products is essential for building a successful business in the CBD industry. With the right strategies in place, you can take advantage of the growing popularity of CBD and build a successful business in this exciting and rapidly evolving industry.

At Maaly, we help you with your business's CBD advertising needs. We partner with cannabis & CBD brands to grow predictable recurring revenue using various digital marketing techniques. Contact us today!

How to Reach the Right Audience for Your CBD Products
The CBD industry is getting more competitive. You need a way to find and convert the audience most likely to buy your products. Learn how to find CBD customers.
How to Reach the Right Audience for Your CBD Products
Paul de Bruin
Founder at Maaly
Jul 6
11 min read

Are you looking to boost your CBD website's traffic and outrank your competitors so you can increase organic revenue? CBD SEO is the key to growing your online presence and attracting more potential customers.

Due to advertising regulations, most CBD businesses have limited marketing channels available to them. SEO remains open to market CBD products by improving your search engine rankings, driving more organic traffic, and increasing conversions and sales.

In this article, we'll dive into the fundamentals of effective SEO for e-commerce CBD brands and provide you with actionable tips to optimize your website traffic.

" I’ve spent $2 million running various marketing campaigns for HØJ, and if I could go back and do one thing differently, it would have been to invest more in SEO. ”

Simon F. - CEO of HØJ

Importance of SEO to CBD Companies

Here are some key reasons why SEO is essential for CBD companies [10][11][12]:

  1. By optimizing their website for relevant CBD keywords, companies can attract potential customers who are actively searching for their products online.
  2. SEO allows CBD companies to understand the voice of the consumer by revealing what customers want and need at different stages of the buying cycle.
  3. SEO impacts the buying cycle by helping CBD companies' money pages (collection and product URLs) be visible on search engines when customers are ready to make a purchase.
  4. Compared to paid advertising, SEO is a relatively inexpensive and very cost-effective marketing strategy for CBD companies that can bring long-term benefits and a considerable return on investment.
  5. Local SEO is particularly important for CBD companies with physical dispensary locations, as it helps to increase visibility in location-based searches and drive foot traffic to their stores
SEO Best PracticeDescription
Conduct thorough keyword researchIdentify the terms and phrases your target audience uses to search for your CBD products
Optimize website contentCreate high-quality, informative, and engaging content that strategically incorporates targeted keywords
Ensure mobile-friendlinessMake sure your website is easy to navigate and is optimized for smaller screens
Optimize website speedImprove page load times by optimizing images, compressing files, and upgrading hosting services
Build high-quality backlinksCreate valuable content that other websites will want to link to naturally, and reach out to industry websites for link-building opportunities
Leverage social mediaUse social media channels to engage with your target audience, share content, and drive traffic to your website
Optimize money pagesMake sure your website pages that drive revenue (homepage, collection, and product URLs) are optimized

Effective Keyword Research for CBD Websites

Keyword research is the cornerstone of a successful CBD SEO strategy. By identifying the most relevant and high-value keywords, you can optimize your website's content to attract targeted traffic and improve your search engine rankings [19].

When choosing targeted keywords it's essential to consider the search intent of the user at different stages of the purchasing funnel.

Informational intent keywords are great for blog content at the top of the funnel. For example 'types of CBD for pain relief' can be answered with a blog post.

Commercial and transactional intent keywords like 'buy CBD oil online' or 'CBD gummies' are further down the funnel. This traffic is ready to buy so you want to make sure either your collection or product page is ranking on the 1st page of Google.

Choosing the Right Keywords

Popular keywords are usually accompanied by higher monthly search volume, but they are usually very difficult to rank for because there's a lot of competition from other CBD websites.

You need to consider more than that when it comes to gaining visibility in the search engine results pages, particularly if you're a webmaster who's just starting. When choosing the best keyword for your website you need to consider the following:

Keyword Difficulty (KD)

This score determines how difficult it is to rank for the keyword. Aim for keywords with a lower difficulty score, as these will be easier to rank for.

Search Volume (SV)

Number of searches for this keyword in a particular time period. Strike a balance by targeting a mix of high-volume and long-tail keywords/

Cost-Per-Click (CPC)

The amount you would have to pay per click to target this keyword in a PPC campaign.


Ensure that the keywords you target align with your specific CBD products and customers.

Benefits of Targeting Long-Tail Keywords

Long-tail keywords, typically consisting of three or more words, offer several advantages to your CBD SEO strategy:

  1. Lower Competition: Long-tail keywords are more specific and less frequently searched, making them less competitive and easier to rank for [19].
  2. Higher Conversion Rates: Users searching for long-tail keywords are often further along in the buying process, know what they want to buy, and are more likely to make a purchase.
  3. Improved Relevance: Long-tail keywords allow you to target specific niches and user intents, ensuring that your content resonates with your target audience.

Using Keyword Research Tools

Tool Best For Pricing
Google Keyword Planner A free tool that provides keyword ideas and search volume data Free
SEMrush A comprehensive SEO platform that offers keyword research, competitor analysis, and more Starting at $129/ m
Ahrefs A powerful tool for keyword research, backlink analysis, and content exploration Starting at $129/ m
Answer The Public Discover what people are asking about Starting at $9/ m
Swiftbrief The all-in-one SEO platform for keyword research, content briefs keyword search Starting at $9/ m Longtail keyword research tool to get hundreds of keyword suggestions Free
Mangools Find long tail keywords with low SEO difficulty Starting at $29/ m
Keyword Tool Find great keywords using Google Autocomplete Starting at $89/ m
Google Search Console See which queries bring users to your site. Analyze your site's impressions, clicks, and position on Google Search Free

These tools can help you uncover valuable keyword opportunities, analyze competitor strategies, and refine your approach [20].

When conducting keyword research, focus on keywords that align with your target audience's search intent, have a good balance of search volume and competition, and are highly relevant to your CBD products.

By incorporating these keywords strategically throughout your website's content, meta tags, and product descriptions, you can improve your search engine visibility and attract qualified traffic to your CBD website.

Important: If your domain authority is not high enough, you will not rank for keywords with a lot of competition. You're better off targeting transactional longtail keywords.

Creating High-Quality, Trustworthy Content

Creating high-quality, informative, and engaging content that provides value to your target audience and ranks and search engines is essential to increasing website traffic.

Use your targeted keywords strategically throughout the content, but avoid overusing them, as it can be considered keyword stuffing, which can harm your website's ranking.

Write content that positions your products as the solution to your readers' problems. Use embedded and popup lead magnets to capture the email addresses of readers so you can send them email marketing campaigns.

Content Best Practices

  1. Research the SERPs and see what pages are ranking for the keyword you want to create content for. Write an SEO content brief following a similar headline and content structure as the top 3 results.
  2. Focus on creating original, informative, and valuable content that addresses your target audience's needs and interests. Follow Google's E.E.A.T best practices. This can include blog posts, product descriptions, FAQs, and educational resources about CBD and its benefits [13].
  3. Ensure that your content is well-researched, accurate, and up-to-date. Cite reputable sources and studies to back up any claims about CBD's effects or benefits.
  4. Use a clear, concise, and engaging writing style that is easy to read and understand. Break up long paragraphs into shorter ones, use subheadings to organize your content, and incorporate visuals like images or videos to enhance the user experience.
  5. Optimize your content for relevant CBD keywords, but avoid keyword stuffing. Use keywords naturally throughout your content, including in the title, headings, and meta description.

Importance of Original and Educational Content

Establishes authorityBy providing valuable and informative content, you position your website as a trusted resource in the CBD industry
Attracts backlinksHigh-quality content is more likely to earn natural backlinks from other websites, which can improve your search engine rankings
Engages usersEducational content keeps users on your website longer, reducing bounce rates and increasing the likelihood of conversions
Targets long-tail keywordsBy creating content around specific CBD topics and questions, you can rank for long-tail keywords and attract targeted traffic

AI Content Writers

With the need to create more content that educates consumers, builds brand authority, and drives sales one innovative solution you can use is AI writers to make SEO-optimized blog posts. Let's explore how and why CBD companies can leverage AI writers to create content more efficiently.

Speed and Efficiency

AI writers can generate content at an impressive speed compared to human writers. This rapid production is particularly beneficial for CBD companies that need to keep up with a fast-paced market and frequently update blogs.

Consistency in Quality

Maintaining a consistent tone and quality across all content is crucial for brand identity. AI writers can be programmed to adhere to specific guidelines and styles, ensuring uniformity across various platforms and types of content.

Cost-Effective Solution

Hiring multiple content creators can be costly. AI writers provide a cost-effective alternative by reducing the need for a large team of writers while still producing a high volume of quality content.

SEO Optimization

AI writers are equipped with algorithms that can optimize content for search engines. They can seamlessly integrate keywords, meta descriptions, and other SEO elements, helping CBD companies improve their online visibility and attract more traffic.

Personalization at Scale

AI can analyze customer data to create personalized content that resonates with different segments of the audience. This level of customization can enhance user engagement and improve conversion rates.

Optimizing On-Page Elements

Optimizing your CBD website's on-page elements is crucial for improving your search engine rankings and attracting more organic traffic. By focusing on key areas such as H1 header tags, meta tags, descriptions, and schema markup, you can provide search engines with valuable information about your website's content and structure.

Optimizing Meta Tags and Descriptions

Meta tags and descriptions play a vital role in how search engines understand and display your website in search results. Here are some best practices for optimizing your meta tags and descriptions:

  1. Meta Titles: Craft compelling and engaging meta titles that encourage clicks and accurately describe your page's content. Keep them within the 50-60 character limit and make sure they include your primary keyword towards the beginning.
  2. Meta Descriptions: Write a meta description that summarizes your page's content and entices users to click through by using intrigue and mystery. Stay within the 150-160 character limit and integrate your target keyword naturally.
  3. Header Tags: Use header tags (H1, H2, H3) to structure your content and provide context to search engines. Include your primary keyword in your H1 tag and use relevant keywords in subheadings.
  4. Image Alt Tags: Optimize your image alt tags by describing the image's content and incorporating relevant keywords. This helps search engines understand your images and improves accessibility.

Utilizing Schema Markup

Some SEO experts believe schema is no longer relevant in 2024 as Google rolls out Search Generative Experience (SGE), however, we've found they have improved click-through rates when used.

Schema markup is a powerful tool that allows you to provide search engines with structured data about your website's content. By implementing schema markup, you can enhance your search engine listings and increase your chances of appearing in rich snippets.

Here are some ways to utilize schema markup for your CBD website:

  1. Product Schema: Use product schema to provide detailed information about your CBD products, such as name, description, price, availability, and customer reviews. This improves CTR in the SERPs.
  2. Local Business Schema: If you have a physical store, use local business schema to provide information about your business, such as name, address, phone number, and opening hours. Make sure your Google My Business is set too.
  3. Article Schema: For blog posts and informational content, use article schema to specify the article's title, author, publication date, and main image.
  4. FAQ Schema: If you have frequently asked questions (FAQ), use FAQ schema to mark up the questions and answers. This can help your FAQ page appear in Google's Q&A rich results.

Improving Website Speed

Google punishes CBD websites with a slow loading speed. Use the Google Page Speed test to find out how long your website takes to load and which page elements are slowing it down. A slow website can hurt your website's ranking, as it can lead to a high bounce rate [38].

As per a report published by Google and Deloitte, a mere 0.1s loading time boost can:

  • Increase sales conversions by 8.4%
  • Improve order value by 9.2%
  • And lower bounce rate by 8.3%

Why Website Speed Matters

Page speed is crucial for cannabis SEO, ranking just below content quality and backlinks. If your competitor's site loads faster, they'll outrank you, and potential customers will see their site listed ahead of yours on Google.

When visitors land on your site, you have a few seconds to engage them. If elements don't load, they may leave and go elsewhere. Google tracks these engagement metrics, which affect your SEO score.

According to Google, 61% of mobile users are unlikely to return to a site they had trouble accessing, and 40% visit a competitor's site instead [37]. Faster loading and better user experience increase the likelihood of orders from your online collections.

Higher rankings also mean more visibility in search results for your CBD products and cannabis dispensaries.

Steps to Increase Page Load Speeds

Besides Google PageSpeed Insights there are tools like GTmetrix, or Test My Site to check your website's loading speed. Check your desktop and mobile page speed score with priority placed on mobile.

Google PageSpeed Insights will give you four score metrics; Performance and, Accessibility, Best Practices, and SEO. Although it's very difficult to get a score above 80% for Performance you can achieve higher than 90% for the other metrics.

You can take the necessary steps based on the report to improve your SEO score:

Optimization TechniqueInstructions
Optimize ImagesCompress and resize images using a .webp format to avoid sacrificing quality.
Enable CachingImplement browser and server caching to reduce load times.
Minify CodeCondense HTML, CSS, and JavaScript files for faster processing.
Use a CDNDistribute content through a Content Delivery Network for quicker access.
Optimize DatabaseRegularly clean and organize your database for efficient performance.
Choose Reliable HostingChoose a high-quality hosting provider with fast server response times.
Lazy LoadingAs a user scrolls the page assets are only loaded when the browser needs it
AMP (Accelerated Mobile Pages)These web pages are served from Google's cache and are pre-loaded to provide almost instantaneous loading

Some other ways to improve your website speed include [42]:

  1. Avoid pop-ups: Sure, some cannabis businesses need the pop-up confirming the user's age. Aside from that, you should have a popup to capture email addresses however many users find too many pop-ups annoying, and a pop-up is one more thing that your page needs to load.
  2. Change the order of page components: Page content should come first in the source code, followed by CSS or JavaScript that may be required for display.
  3. Refrain from using animation: Video and animations are flashy but are often culprits for slow-loading websites. Use static imagery instead.

By implementing these strategies and staying up-to-date with the latest Google Search Core Update, you can improve your website's loading speed, attract more qualified traffic, and ultimately grow your business in an increasingly competitive online marketplace.

Building Backlinks and Internal Linking

Acquiring high-quality backlinks is crucial for improving your CBD website's search engine rankings and driving targeted traffic, especially after Google's March 2024 core update. Focus on obtaining links from authoritative websites within the cannabis and CBD industry, as these carry more weight and can significantly boost your online visibility.

One effective strategy for earning backlinks is guest posting on relevant CBD blogs and websites [17]. By contributing valuable, informative content to these platforms, you can naturally include a link back to your website. This exposes your brand to a new audience and helps establish your authority within the CBD niche.

We recommend to our clients that they create a YouTube video covering the topic and place it on the 3rd party website. We've found this achieves several objectives:

  1. It exposes new audiences to a face from our clients' brand
  2. Website traffic is more likely to watch a video than read a blog post
  3. Videos keep viewers on a page longer, reducing bounce rates making webmasters happy
  4. The same video can be used on multiple marketing channels
  5. Google is prioritizing video content in the search results

Another approach is to leverage broken link building where you identify broken links on CBD-related websites and reach out to the webmaster, offering your content as a replacement [18].

Remember, the key to successful link-building for CBD brands is to focus on quality over quantity. Prioritize earning links from reputable, industry-relevant websites, as these will have the greatest impact on your search engine rankings and overall online visibility [16].

How To Structure Internal Links

In addition to external links, creating a strong internal linking structure is very important for SEO. Internal links help search engines understand the hierarchy and relevance of your website's pages, making it easier for them to crawl and index your content [19].

To develop an effective internal linking strategy, consider the following tips:

  1. Use descriptive, keyword-rich anchor text when linking to other pages on your website. Try to avoid exact-match anchor texts.
  2. Ensure that your most important pages, such as your homepage, collection pages, and key product pages, receive the most internal links.
  3. Create a logical site structure that allows users and search engines to easily navigate your website.
  4. Build a topical map with pillar pages and supporting cluster pages

Local SEO Strategies

If you have a physical store or CBD dispensary then local SEO is crucial to increasing your online visibility, reaching your target audience, and driving sales. With the CBD industry growing and local competition increasing, mastering local SEO becomes vital to ensure your CBD business stands out in your neighborhood [54].

Optimizing Local Listings

  1. Claim and verify your Google My Business (GMB) profile to increase your visibility in local search results and attract the right audience.
  2. Complete every section of your GMB profile, including business name, accurate address, working phone number, website, hours of operation, etc., to help Google match your business profile to relevant searches.
  3. Select primary categories that closely align with the CBD and cannabis industry, such as 'CBD Store' 'Organic Shop' or 'Cannabis Store.' You can also add secondary categories that reflect other aspects of your business, like 'health and beauty' or 'CBD oil,' 'CBD gummies,' etc.
  4. Besides uploading pictures of your store and staff, upload images of your CBD products on your GMB profile to highlight your business specialties. Make sure the pictures you add comply with local regulations regarding CBD marketing.
  5. Encourage your customers to post positive reviews about your CBD products. Monitor and respond to each review, positive and negative, showcasing you value feedback and your customers.
  6. In addition to GMB, consider listing your cannabis business on other local directories like Weedmaps, Leafly, and

Monitoring and Adapting SEO Efforts

Tracking your site's performance will help you gain insight into what's working and adapt strategies. Your SEO strategies might only work for a specific period of time. After that period, you need to adapt and optimize, especially if your website has been affected by a Google Search update.

To understand how your website is ranking, monitor key website traffic metrics with Maay Hubb. The key is to build a dashboard that focuses on metrics directly related to your SEO goals.

By monitoring your efforts to increase website traffic and adapting your strategies based on data-driven insights, you can continuously improve your performance, attract more qualified traffic, and ultimately grow your business.

Analyze Product Page Conversion Rates and Traffic Sources

Your collection and product pages serve as direct pathways for sales and conversions. That's why you should prioritize collection pages and product pages when doing SEO for your CBD company.

Follow this step-by-step approach to optimize your collection pages' SEO performance:

  1. Add your keywords to H1, H3 and H3 heading tags. Using about 500 words to describe the items in your collection - make it include the benefits customers can expect.
  2. After your products section include relevant customer reviews. If they're video format, that's better. Below that you can add an FAQ section that answers questions potential customers might have about the products in that collection.
  3. Build internal and backlinks to your collection page using a variety of anchor texts that include your keywords.
  4. Define the goals you need to analyze. These include add-to-cart rates, session duration, and scroll depth.
  5. Use Hotjar to analyze heatmaps and session recordings. Fix poorly written product descriptions and rage clicks.
  6. Use Google Analytics to segment traffic sources and data. Gain insights into traffic sources like organic search results.
  7. Run A/B tests to see which variations can produce more conversions. Test different variations of product descriptions, CTAs, and image layouts.

The Conclusion To CBD SEO

Implementing an effective CBD SEO strategy, using the steps we've covered in this article, over 12 months, will be your most successful way of growing organic revenue.

As the CBD industry continues to evolve and competition intensifies, staying up-to-date with the latest SEO trends and best practices is crucial for maintaining a competitive edge.

By monitoring your SEO efforts, analyzing key metrics, and adapting your strategies based on data-driven insights, you can continuously optimize your website's performance and drive long-term success.

Let's work together to find the right marketing solutions for your business! You're in the right place if you're looking for the best CBD SEO agency. At Maaly, we can help you create effective SEO marketing campaigns for your e-commerce website.

CBD SEO: Create & Execute a Strategy To Grow Website Traffic
Learn how to build an SEO strategy that is easy to execute and maintain from A-Z using 2024 tactics. Boost your website's traffic and sales using CBD SEO.
CBD SEO: Create & Execute a Strategy To Grow Website Traffic
Paul de Bruin
Founder at Maaly
Jul 6
Business Growth
2 min read

As the cannabis industry continues to grow and gain more acceptance, the demand for effective marketing strategies to promote marijuana products and services has become more critical than ever before.

To stand out in a highly competitive market, businesses in the marijuana industry need to invest in experienced cannabis marketing agencies that can help them create effective marketing campaigns and reach their target audience.

Here are some of the key reasons you need an experienced cannabis marketing agency for your marijuana business.

Expertise in the Cannabis Industry

The cannabis industry is unique and constantly evolving, with new products and regulations being introduced regularly. A marketing agency with experience in the cannabis industry has a deep understanding of the market, consumer behavior, and the legal landscape.

This expertise allows them to develop effective marketing strategies and campaigns to help you navigate the industry's challenges while reaching your target audience.

Compliance with Regulations

The legal landscape surrounding marijuana is complex and constantly changing. Marketing agencies specializing in the cannabis industry are familiar with the regulations surrounding the marketing, advertising, and packaging of marijuana products.

They can ensure that your marketing campaigns comply with all the relevant laws, minimizing the risk of penalties or fines.

Targeted Marketing Strategies

The cannabis industry has a wide range of products, each with its own target audience. A cannabis marketing agency can help you identify your target audience and develop marketing strategies tailored to their needs and preferences. This targeted approach enables you to reach your ideal customers while maximizing your return on investment.

Creative and Innovative Campaigns

With so many businesses vying for attention in the cannabis industry, standing out with unique and innovative marketing campaigns is essential.

Experienced cannabis marketing agencies have the creativity and expertise to develop impactful campaigns that capture the attention of your target audience. By using creative and innovative strategies, you can differentiate yourself from competitors and build your brand.

Social Media Marketing

Social media is a powerful tool for promoting cannabis products and services, but it's also highly regulated.

A cannabis marketing agency can help you navigate the complex rules and regulations surrounding social media marketing in the cannabis industry. With their expertise, they can develop effective social media campaigns that engage your audience and promote your brand.

Measurable Results

In the highly competitive cannabis industry, it's essential to measure the results of your marketing campaigns. An experienced cannabis marketing agency can help you track the success of your campaigns and adjust your strategy accordingly. By using data and analytics, you can optimize your marketing efforts and maximize your return on investment.


The cannabis industry is highly competitive, with businesses competing for the attention of a rapidly growing market. To succeed, companies need to invest in effective marketing strategies to help them stand out from their competitors and reach their target audience.

An experienced cannabis marketing agency can provide the expertise, creativity, and innovation needed to develop impactful marketing campaigns to help businesses achieve their goals. By partnering with a cannabis advertising agency, companies can optimize their marketing efforts, maximize their return on investment, and build a strong and successful brand in the cannabis industry.

Maaly is a cannabis marketing agency specializing in developing customized marketing solutions for cannabis businesses. Our team of experts has years of industry experience and can create strategies tailored to each client's unique needs and goals.

For more information on how we can help you, get in touch with us today!

6 Reasons Your Business Needs a Cannabis Marketing Agency
Here are some of the key reasons why you need an experienced cannabis marketing agency for your marijuana business to grow sales and retain customers.
6 Reasons Your Business Needs a Cannabis Marketing Agency
Paul de Bruin
Founder at Maaly
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