Did you know only one in three consumers (34%) have confidence in the safety of CBD products? Did you know that fewer than one in five consumers (19%) can distinguish safe and effective CBD products from unsafe and inneffective products?
The problems continue after consumers purchase CBD products. Fewer than one in three people (29%) understand how much CBD to take, and fewer than one in five people (16%) are confident in the potency or concentration information printed on CBD product labels.
All of that data comes from research by High Yield Insights, and it should tell you something extremely important.
In short, the CBD industry has a very big problem. Consumers don’t understand what they’re buying, and they don’t know how to tell the difference between high quality brands and low quality – and possibly dangerous – brands.
The silver lining for CBD brands is that there is a wide open opportunity to stand out in the marketplace, increase sales, and gain significant market share by competing on quality and safety.
How can a CBD brand do it?
Fortunately, it’s not difficult, expensive, or overly time-consuming for CBD companies to compete based on quality and safety because so few companies are doing it.
There are three key areas to focus on: ingredients and labels, independent proof, and education. Let’s take a closer look at each one.
1. Ingredients and Labels
We already know more than 70% of CBD extracts sold online are mislabeled, so there is a big opportunity for CBD brands to stand out as being transparent in their business practices, processes, testing, marketing, and more.
At a minimum, CBD product labels should include complete ingredients lists. If information doesn’t fit on the product label, then a QR code or web page URL should be included on the label where consumers can find complete ingredients lists as well as testing lab reports and certificates of analysis (COA).
However, CBD companies should go beyond ingredient lists, lab reports, and product labels. You should also make sure information is easy for consumers to access about how your products are made, where ingredients come from, who your suppliers are, and more.
The more transparent you can be about your CBD products, manufacturing, operations, marketing, and so on, the more consumers will trust your brand, buy your products, and tell other people about them.
2. Independent Proof
Independent proof from unaffiliated and unbiased third parties is essential to proving to consumers that your CBD products are high quality and safe. When you can prove that your products are safe and high quality, you’ll gain a significant competitive advantage and sales will increase.
Independent proof can come from testing labs as well as from certifying organizations such as the U.S. Department of Agriculture with its USDA Certified Organic designation and QualSCORE with its SAFE Certified CBD designation.
Another effective way to get independent proof that your CBD products are high quality and safe is to collect customer feedback. For example, with the QualSCORE platform, you can collect customer feedback, resolve problems quickly, and earn a QualSCORE Quality Rating tied to that feedback. There is no better source of quality ratings than your real customers when it comes to providing proof that your brand is the best to prospective customers.
The data from High Yield Insights’ research mentioned earlier in this article revealed that the CBD industry has a problem. Consumers don’t understand CBD products, and they don’t understand how to choose the best products. They need education!
CBD brands have a big opportunity to own a space in consumers’ minds related to CBD – how it’s used, why it’s used, what it is, how to buy it, and more. Brands that own a word in consumers’ minds win.
Fortunately, every CBD company can create a website, add a blog to it, connect their social media profiles and email marketing tools to it, and use those channels to educate consumers.
There is no more effective way to build consumer trust than to publish original content and share content that is useful, meaningful, and relevant to them. Trust leads to sales, so the sooner you start publishing amazing blog content and sharing it across your social media profiles and through your email marketing newsletter, the sooner you’ll see results.
Blogging – when done correctly – is a powerful long-term strategy that can be supported with targeted short-term marketing tactics to give your business a boost now and on an ongoing basis. It can unleash a domino effect that drives organic, sustainable traffic to your website, leads to your business, and even sales according to research from HubSpot, but you have to get started.
Your Next Steps to Gain a Competitive Edge for Your CBD Products
Consumers need to feel safe when they’re buying CBD products, but that’s not the reality for most of them today. The CBD companies that prioritize transparency, provide reliable education, and can prove their claims will be the companies that survive and thrive as the market gets more competitive in the coming months and years.
Getting your QualSCORE Quality Rating and SAFE CBD Certification is a great first step, so schedule a free demo of QualSCORE and see what it can do for your CBD brand.