Section 1: Understanding your customer and the market
01 – Introduction
10 Sections | 1 Quiz 03 – Being remarkable
10 Sections 04 – Researching your customer
9 Sections 05 – Understanding why vegans buy
9 Sections Section 2: Your vegan marketing toolbox
06 – Your vegan marketing toolbox
5 Sections 07 – Creating your vegan brand
9 Sections 08 – Your website
8 Sections 09 – Google
9 Sections 10 – Email marketing
7 Sections 11 – Creating and using ‘content’
7 Sections 12 – Social media: paid
9 Sections 13 – Social media: free
10 Sections 14 – LinkedIn
8 Sections 15 – Networking, events and fairs
10 Sections 16 – Offline marketing
9 Sections 18 – PR and getting your business in the news
12 Sections 19 – Working with influencers
7 Sections Section 3: Creating and carrying out your marketing plan
20 – Creating your marketing plan
7 Sections 21 – Creating your marketing funnel
11 Sections 22 – Creating your marketing mix
7 Sections 23 – Setting your timeline and tasks
6 Sections 
Recap, resources and support
This is a really helpful section that I have come back to for review. Using the language in the website copy to answer the customer questions is something I hadn’t included but now realize it is immensely valuable. I also guess it’s something that has to be constantly monitored and evaluated to make sure we are speaking to our audience (and answering their questions!) .
Exactly Laura, remember a website should never be static. It needs to evolve and change as you learn more about your customers. Think how often companies put up websites then forget about them for years – even if you’ve not put the latest information on there it’s still where people are getting their information from. The amount of times I’ve interviewed a business and asked a question based on something I’ve read on their website only to find that it’s an old service or something they don’t offer any more!
Think of it as a process or even a game. A website can become a really good machine that gets you customers, but getting your website to that point takes time, testing and revisions until you get it working right. You need to start with your best inferences from your research, but it’s not until you’ve got customers coming through it that you can test those theories and then start tweaking.
It’s also about efficiency as well. You want to be able to answer as many questions within the potential customers’ first visit. Think about your own browsing habits and decision-making on websites. Sometimes if you can’t find that one bit of information you need to make a decision then often you go look at someone else’s website instead!
David