Since the passage of the US Farm Bill in late 2018, which legalized hemp with some conditions, cannabidiol (CBD) products have exploded in availability and popularity.
Sales are expected to top $5 billion in 2019, a 700% increase from 2018, according to estimates by the Brightfield Group, a research firm focused on the cannabis industry. Suddenly, CBD is everywhere.
CBD products are helping millions of people cope with anxiety, relieve pain, prevent seizures and improve their overall health and well-being. Researchers have only scratched the surface of its healing potential.
Many people wonder if CBD can be equally helpful to dogs and cats. Pet owners have already begun embracing it as an all-natural way to alleviate a wide range of creature ailments.
If you have a startup or small business that’s making CBD products available to dogs and cats, you know you have an uphill battle in getting the word out. You need to help pet owners understand that your CBD products are beneficial and that they’re safe.
A marketing copywriter who understands CBD can help you promote your products and get them into the hands of people searching for answers to relieve their pet’s ailments.
Most hemp-derived, pet-and-animal sales occur via the internet, as traditional mass-market pet retailers don’t yet carry the products. Therefore, to be effective you’ll need a quality website.
A well-written website legitimizes your company. It gives you credibility and helps you gain the trust of prospective customers so that they’ll want to do business with you.
In addition to a Home and Contact page, you’ll want to include descriptions and testimonials about your products. But that’s not all. In particular, you want to create a professionally written About Us page, one that answers the question: Why is your business uniquely qualified to sell CBD products for dogs and cats?
It’s not enough to create a website. The online world is a crowded place. You’ll need to be smart about Search Engine Optimization (SEO) if you want prospective customers to find your site.
Like the tree in the forest that falls but makes a sound that no one hears, the best website in the world might as well be invisible if no one visits it. Using SEO best practices, a copywriter can optimize your digital presence, helping you to gain ranking on Google for keywords such as “CBD for dogs,” that will drive traffic to your CBD website.
With the rapid growth of CBD in the past one to two years, you’re selling a product that’s relatively new on the market. People may not know what the product is and what it can do. They may not yet recognize your brand or even have confidence that an online seller can understand the issues their pet has.
They may have basic questions such as:
Your website affords you the opportunity to educate your consumers, answers their questions and help them determine if their dog is a good candidate for CBD treatment.
Even though CBD products for dogs and cats are relatively new, there’s already a surprising number of businesses that have sprung up in this space. To gain a competitive advantage, you’ll need to write about how your product is different and better.
Here are some suggestions of selling points that, if relevant to your product, you may want to include on your website and possibly your packaging materials as well:
Organic CBD Products – Is your product organic? Is it free of pesticides, herbicides, fungicides, solvents and contaminants like bacteria, fungus and heavy metals?
Source Products – Are your ingredients locally sourced and from reliable growers who ensure consistency?
Quality CBD – Not all CBD oils are the same. Explain how your CBD product contains high-quality CBD oil and therefore is likely to be more effective.
Analysis – Has your product been lab tested? Do you have a certificate that spells out the amount of CBD that is in your product? Many CBD products for dogs contain only small amounts of CBD. If yours is purer and therefore more potent than most, you’ll want to provide that information. Some companies say on their websites that they make their lab results available to anyone who requests them.
You’ll also want to explain that there is little or no THC in the product, so it has no psychoactive properties; your customer doesn’t need to worry about their dog or cat getting high.
Full Spectrum – Does your product contain full spectrum hemp oil? If so, you’ll want to explain how your product has all of the vital compounds found in the whole plant and is therefore considered to be superior to CBD isolate. Even in small quantities, the synergistic interaction of these compounds has been found to improve the overall healing qualities of hemp, known in the industry as the “entourage effect.”
Ailments It Treats – Provide information such as how CBD oil can be especially helpful for dogs and cats that suffer from mobility issues, persistent pain and inflammation, or chronic conditions that often come with age such as arthritis.
Administration of CBD – Is your product a treat, an oil or a tincture? In whatever form it’s in, describe how easy it is to administer and how they’ll be able to adjust their dog or cat’s dose accurately.
Made Specifically for Animals – Be clear that your product is specially formulated for dogs or cats. Explain that products made for people can include flavorings and other ingredients that are not safe for animals.
Pricing – Is your product priced competitively? If it’s higher than other CBD pet treatments, educate your customer as to why. Perhaps the quality and purity of your product is better. Perhaps it’s free of toxic substances such as pesticides, herbicides, and heavy metals. Maybe it’s also additive-free. These are all compelling features that bear mention in your marketing materials.
Liability – Protect your company by including important warnings such as: Although CBD Oil can be purchased without a prescription, you should talk to your veterinarian to determine if it’s right for your dog or cat. This is especially important if your dog is taking other medications, since CBD oil can interfere with the metabolism of other drugs.
Charitable Endeavors – If your business supports any pet-related charities or causes, be sure to mention this activity. Your commitment to animals could help customers choose to do business with you over a competitor.
While your website is likely the first place people will learn about your products, it doesn’t have to be the last. One of the ways you can differentiate your company from other CBD companies selling products for dogs or cats is by providing engaging content, and lots of it.
So, other than a website, what are some content-based marketing tools you can employ?
The CBD market could be worth almost $24 billion in the U.S. alone by 2023, with about 7% of sales coming from the pet market, according to Brightfield Group, an industry researcher.
To claim your piece of that rapidly growing market, you’ll need to get the word out about your products.
If writing your website or other marketing materials seems like an overwhelming task or if it’s simply not the best use of your time, consider working with a CBD copywriter. When you work with a professional, the copy gets done correctly and quickly, leaving you time to focus on growing your CBD for dogs and cats business.