The CBD industry has no shortage of experts that know CBD inside and out. From distillate to terpenes and every single moving piece around the compounds of CBD. As much as I appreciate their expertise, I have found that the most difficult issue for experts is finding a way to communicate their expertise to the average person (consumer).

Marketing is communication and storytelling!

It is crucial to have a strong sense of the story in which you wish to tell, and, more importantly, how will you be telling it. This is where strategy comes in. A strategy is essential to your brand, or else you run the risk of losing sight of your story and overall mission. Putting it simply, there needs to be a direction in your marketing. Direction requires goals and metrics, and metrics are one of the main ingredients for brand success. The trick is determining which strategy works for you, and the best way to do that is to establish multiple strategies at scale.

Establish a strategy.

It may seem like a no-brainer, but one of the first steps that should be made is to develop a strategy. A solid strategy is important as it sets forth a road map of the direction you and your brand are looking to head. Of course, this does not mean that it can’t change along the way (it often does). It’s completely normal for direction to change after data has been collected, and it’s important to be flexible. At the end of the day, it is the data received which is most valuable and should be the deciding factor of any shifts in direction. Otherwise, you should always continue with your strategy in order to be able to analyze the highs and the lows. Both must be considered in order to create the best analysis possible. 

Diving deeper into the bottomless pool of various available strategies may provide some insight, but due to the varying nature of each brand’s end-goals and how every company’s goals differ, I find value in providing light to some common concerns most marketers experience.

First, many novice marketers make decisions too quickly once they have started their strategy.