The average annual growth rate for the vape business is 23.8%, which means that the industry is expected to grow despite the economic nonsense that we are presently facing (yet again). The vaping industry is still in its infancy, so the companies involved are learning quite a bit from their experiences and forecasts.
Stringent government regulations, along with some strict marketing guidelines, make vape business marketing difficult. To top it all off, even social media platforms have their fair share of regulations to control vape advertising.
So when it comes to digital marketing, all the major channels to attract paid traffic are effectively closed. Vaping brands wonder if there are enough opportunities for them online.
Do not stress.
Many of our clients in the vape industry (like Relx) still get the online sales they want (and more) using our top five marketing strategies. We will be discussing these right now. Number 4 is VITAL (I mean it, absolutely VITAL).
1. Focus on your website
The first and most important aspect of vape marketing is the face value of your business. In the digital world, it is your website. Not your vape store or going through retail stores.
The composition and structure of your business site must show professionalism and appeal to youth e-cigarette users.
Not high school students, please 🙏. Juul made a mistake targetting that group.
Many schools now ban e-cigarette use even if the vaping device has kid-friendly flavors.
Targetting e-cigarette use in younger teens will just cause a PR nightmare.
The smallest on-page and off-page website factors play a critical role in search engine ranking (basically Google). Indexing can be greatly improved by strategic link placement, navigation, style, and website design.
You want to be #1 for e-cigarette products no?
In this day and age, it’s pretty easy to watch a tutorial to create a working website with tools like Wix. However, we refuse to use Wix because of W3C compliance issues. WordPress with a simple, clean theme can increase the speed and performance of your website.
Trust us, Wix may seem to be the answer to all your marketing tactics but the potential benefits are outweighed by the headaches once the site gets bigger and needs more flexibility.
Another crucial factor is using the optimal image size. You may want to compress images to improve loading speed.
At the same time, buyers usually prefer to look at the details of the steam equipment and flavors that are available. So keep both aspects to get high-resolution images whose quality will be maintained even after compression.
Webp is perfect for this and we can code your WordPress CMS to allow for Webp format.
2. You give before you get
This simple, age-old growth formula suggested by Napoleon Hill in his book “Think and Grow Rich” is applicable in the digital age. When you start creating promotional material that is shareable around your vaping devices, word spreads faster than any other form of advertising.
Remember that your target market is young people who digitally oriented at a cellular level.
We focus on building a content hub with quality video content that answers all questions that young people have about vaping products.
The youth use authoritative sources to learn more about certain e-cigarette manufacturers. If you have tons of content that answer all their question and then some then you are viewed as an authority. We even have a blog that reviews the various flavored products!!! Its crazy what the new generation of smokers finds interesting.
You can’t think like those big cigarette companies. Vape brands need to share their content on Facebook, Tik Tok, etc
Most importantly, users tend to share valuable content that could drive massive traffic to your website.
At the same time, you can also create an inbound link to your store page through the blogs that drive visitors from informational articles to your vaping products.
Although creating high-quality blog posts means money and time spent on content creation, this is the approach to creating assets that will promote your e-cigarettes for years to come.
3. Using pull marketing on social media.
Most social media platforms don’t have a clear policy for vape products.
They would usually adhere to rules similar to those of traditional nicotine delivery systems.
Therefore, you cannot directly advertise there.
Some of them have strict regulatory standards, even for building a business page.
However, that doesn’t mean you can’t use these platforms to your business advantage.
Instead of a push market, we focus on another approach. This is pull marketing.
This can work well for vape businesses to increase product appeal by encouraging more users, customers, and influencers to post images and content related to the brand name. Creating loyalty programs and attractive giveaways is another way to generate buzz.
Think like GoPro getting free advertising from customers posting their videos online.
And the best thing is that it is free.
So we find influencers who would get a free e-cigarette from your company and then indirectly promote your brand by making videos or reviewing them on their social media accounts.
4. Use marketing data
Another trick that we use is to use content marketing and influencer programs to generate a lot of traffic to a vaping website.
But the chances of people buying on the first visit are rare.
At the same time, these visitors may also turn out to be your potential customers. Usually, companies employ a funnel marketing strategy to advertise again to such potential buyers.
But with limited advertising options, vaping brands need to follow the process manually.
Luckily for you, we have years of experience in this and already have the data.
We use this collected data to help you market individual products via direct mail. You can use apps like Mail Chimp to collect visitor details with the click of a button. Email marketing can be great for increasing customer awareness. Also, remember that the messages you send are compliant with e-cigarette company regulations.
5. Register with directories and other platforms.
Fortunately, vaping has evolved as a culture in recent years.
Several platforms that cater exclusively to vape enthusiasts can serve as excellent platforms for marketing. E-cigarette companies can rely on these various programs and display ads on such websites. They can use exclusive software to schedule and place such ads or bid on websites with vape-related blogs.
Contact us to find out more about which of these programs will give you the best value for your bucks.
The bottom line
At first glance, vapor product marketing may seem complicated. But it’s all about finding alternative approaches.
Once e-cigarette companies know what works and what doesn’t, it will be captivatingly beneficial.
Marketing is the game of risk and evaluation because the vape business that learns this art can practically gain a competitive advantage in the e-cigarette industry.