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 
Why LinkedIn isn’t social media – just yet
You might have been reading the previous chapter on social media thinking: ‘You have forgotten LinkedIn!’. As much as LinkedIn has noticeably changed since Microsoft bought it and started modernising the platform, I don’t consider LinkedIn to be social media – yet – and it should stand alone separately in your marketing strategy.
If you have never used LinkedIn you might think it’s little more than an online CV, used to find jobs or connect with potential employers. LinkedIn is better described as Facebook for professionals. If Facebook is the pub on a Friday night then LinkedIn is the coffee room at the business conference. If you make connections and deals online, the biggest will likely be made on LinkedIn.
