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
What we've just learned
- The best way to learn about a social media platform is just to jump in and start using it yourself.
- On social you can pay to only target the people who you know are likely to connect with your product – and you can do this in extremely granulated ways.
- Use the available technology to prove if your paid social media is delivering you new customers.
- Start with very small budgets, then test and tweak until you get something that works at a price that makes it worthwhile.
- Work out what someone’s average spend with you is over their lifetime of being a customer – and judge the cost you are paying for each new customer against that.
- If you prove that the cost of getting a new customer means you are not making a profit on what you sell, consider increasing your prices to accommodate this.
- Regularly check how much each result is costing you, because it will fluctuate day to day.
- If you’re stuck on a couple of hundred followers, consider a paid campaign to get more people to like your page rather than buy your product.
- Don’t just rely on the platform’s algorithms to target ‘vegans’ in paid campaigns, look at other ways to ensure you are reaching the right audience.
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