If you’re a business owner in the electronic cigarette or vape industry, you know that it can be extremely difficult to run ads on Facebook and Google (not impossible, but definitely difficult). Regardless of the fact that this market is huge (more than 9 million adults vape regularly in the United States alone), the vape and e-cigarette industry generally doesn’t fit with these platforms standards. We all know that Google and Facebook ads have the potential of providing a massive increase in traffic and instant conversions – so what are you supposed to do in order to effectively advertise? We’re going to take a look at ways you can market your vape product or service without violating Facebook and Google’s advertising guidelines.
Fully Utilize Your Social Media Platforms
Here are a few ways in which you can make the most out of your social media platforms:
- Use Hashtags – Hashtags are incredibly important for use on social media (particularly Instagram) when it comes to categorizing content for your audience. Not only will your potential customers have an easier time finding you, but hashtags will aid in your branding and visibility, promotion and localization.
- Post High Quality Photos of Your Products – One of the best forms of advertisement? High quality, interesting photos of your products. A picture is worth a thousand words and an eye-catching photo will definitely aid in capturing a potential customer’s attention.
Zac Johnson of zacjohnson.com tells us why including great photos of your vaping or e-cigarette products on your social media is important:
“One of the best things about using social media for vape shop advertising is the fact that everyone uses it. A social media marketing plan helps people see what’s going on and gives them a visual to work with. When folks see pictures of the shop, your products, or anything else you want to share, they’ll feel connected even if they aren’t in your store. This can help you build an audience both near and far who can’t wait to visit or order from you.”
- Run Your Own Promotions – Running contests and promotions on your social media platforms can offer an incentive to those who share your posts. Nobody wants to turn down a discount or a free product and this is a sure way to gain some immediate attention.
Make the Most Out of SEO
Due to the fact that your SEO options are going to be limited, it’s important to make the absolute most out of organic search results. While focusing on organic SEO (writing quality content, doing your keyword research, optimizing your website copy and HTML, etc.) will not provide as immediate results as paid advertising would, it’s important to knock it out of the park so it has the best fighting chance.
Gary Wilder, CEO of Lizard Juice explains:
Advertise with Social Media Influencers
We should make it clear, that when it comes to social media influencers, certain platforms have started cracking down on whether or not vaping and e-cigarettes are allowed to be advertised using a paid promotion. Instagram does not allow “branded content” when it comes to promoting these types of products.
Giving a product to an influencer for free and having them advertise it of their own accord is another story. However, this requires some delicate handywork and you should not be pushy in your presentation – you do not want influencers feeling that they’re obligated to promote your product.
Dustin Wax of Lifehack explains why it’s important to approach this exchange carefully, in order to develop a lasting relationship with the blogger or influencer:
“The trick is to treat bloggers with respect, both for them as people and for their relationship with their audience. Which means rather than the drive-by pitching that has characterized most efforts to reach bloggers so far, you need to think in terms of building long-term relationships with bloggers.”
If you need assistance in advertising your vaping or e-cigarette brand, EcigMedia is here to help. We understand the difficulties of marketing vaping and e-cigarette products and you can be sure that we know every nook, cranny and guideline of this industry inside and out!
If you’re interested in learning more about SEO and Influencer services, contact Mike directly at firstname.lastname@example.org.
For display advertising specifically, contact Brad directly at email@example.com.