The marketing of controversial products or services, such as marijuana, cosmetic surgery, cryptocurrencies, political issues, and firearms, involves more than just compliance. The legal and ethical landscape in these markets is dynamic and under control, constantly creating new barriers and challenges for marketers.
At the same time, these obstacles can stimulate creativity and opportunities. The challenge is to create points of contact that inform consumers and unite supporters to build a brand that generates loyal customers.
Build a good reputation with digital marketing
In the face of legal or ethical restrictions, marketers fear that any promotion could provoke public outrage.
The challenge is to design a multifaceted digital marketing strategy that promotes loyalty, engagement, credibility, and trust.
Here are five digital marketing strategies that marketers can explore in controversial markets.
- Understand your legal and ethical limits
Clearly defined regulations, which vary from state to state, strictly limit the advertising of certain products, including marijuana. Know these laws and follow them. For other industries, such as cosmetic surgery, there are ethical guidelines that may not be so clearly defined. In such cases, you need to know your code of ethics, but more importantly, research if and how your marketing tactics are doing you more harm than good.
Your marketing message should dispel myths and provide clarity.
- Request your web domain and create a mobile website with contact details and testimonials from satisfied customers.
- Build a versatile digital marketing strategy to build a reputation for competence, credibility, and trust.
- Stay on top of existing and new rules to avoid attributing more unwanted negative connotations to your brand.
- Create an SEO strategy that presents facts and debunks myths
Opponents are armed with facts and statistics that they will relentlessly use to undermine your product. Facts are sometimes used to distort the truth. With your website, you can inform the market and provide clarity in areas where the truth is distorted.
In commercializing cosmetic surgery practices, the videos provide visitors with clarity about the procedures and risks and dispel some of the unrealistic expectations that have plagued the industry.
- Can potential customers find you with a hashtag?
While a well-designed website is essential, it is probably not the first place where members of your target audience will find it. They are probably already on social channels and using hashtags to search for groups with similar interests.
The best platforms to build your social presence are those that your current customers are already using.
Research or study your customers to find out where they are online and create a platform there to connect with them.
- Use influencers wisely
Influences can be a powerful marketing tool, especially for markets where advertising is prohibited, such as marijuana. Influences can expose your product to thousands of people without advertising.
For some sectors, such as cosmetic surgery, influencers are highly controversial. The introduction of cosmetic procedures for celebrities can lead to false expectations; this is clearly defined in the AMA’s ethical guidelines, which discourage portraying a patient who does not begin with fitness or beauty levels as normal patients. Influencers should discuss recovery times and complications to provide a realistic picture of the procedure involved.
- Use social media to build engagement
Armed with research-based information and facts that will help you share the truth about your industry, focus on building a community of followers.
Visitors to your site and social platforms are likely to have questions. Offer them a way to contact you via email via your website. Check your social media accounts regularly and be prepared to answer questions directly on your social platforms if your audience asks questions on social networks.
Build respect and credibility for your brand
When you are marketing in an industry surrounded by legal and ethical disputes, you can provide a digital marketing strategy to provide facts and statistics to your market. It is important to increase understanding and provide a clear description of the risks.