David’s video introduction to this chapter

Who is this course for?

Why are you doing this?

Is this course any good?

Time to start keeping a notebook

It doesn’t matter if you are selling a physical product, your time, a service or looking for donations

A note on language

Auditing where you are now

How did you do?

Recap, resources and support

David’s video introduction to this chapter

You are not your customer

Why should you care about the vegan marketplace?

Plant-based vs vegan

Understanding the vegan journey

Understanding entry points to veganism

Positioning your product to match your customer’s vegan journey

Recap, resources and support

David’s video introduction to this chapter

Why you need to create a remarkable business

Creating a difference other than ‘vegan’

Case study: Bloom & Wild

Case study: Kings Grooming Products

Case study: Mummy Meagz

Case study: Peasholm Park Vegan B&B

Case study: Cottonsafe Natural Mattress

Defining what makes you remarkable

Recap, resources and support

David’s video introduction to this chapter

Don’t skip customer research

The changing face of veganism

Why you should do customer research

How to research your customers

Using your understanding of your customer to find more people like them

Creating your customer profiles

Using your customer profiles

Recap, resources and support

David’s video introduction to this chapter

Creating a ‘value proposition’

Linking your value proposition to someone’s motivation.

Why people don’t buy

Using social media adverts to find out why people are not buying your product

Nurturing potential customers

Engaging your invisible customers

Don’t build a business, start a movement

Recap, resources and support

David’s video introduction to this chapter

Choosing your tools

Why your company need to be online, regardless of your views of the internet

Finding and learning the right channels for you

Recap, resources and support

David’s video introduction to this chapter

Is your brand right?

Should you use the term vegan, cruelty-free or plant-based in your brand?

Defining your vegan brand voice

Your visual brand – how should your company look?

Researching other company’s brands

Veganising your current brand

A final, but important point on your brand

Recap, resources and support

David’s video introduction to this chapter

Why Google?

Getting technical – and not

PPC (Pay Per Click)

Researching keywords and finding out search volume for a term

Google My Business

Google Shopping

Know your figures before you start

Recap, resources and support

David’s video introduction to this chapter

Nurturing a no into a yes

Starting out with email marketing

Creating an email marketing calendar

Keep your mailing list growing

What do you send your email list?

Recap, resources and support

David’s video introduction to this chapter

What is ‘content’?

Planning your content

Finding things to say

Your content doesn’t have to be digital

Planning out your content plan

Recap, resources and support

David’s video introduction to this chapter

Taking a closer look at social media

Why be social?

Advertising on social

Testing, tracking and tweaking

Paying to build up your audience

Targeting vegans

Learning more

Recap, resources and support

David’s video introduction to this chapter

Getting results on social without paying

Auditing socially successful companies

Choosing your platform

Building your followers

What to post on your social media pages

Using social media to connect with other businesses and their audiences

Handling anti-vegan comments on social

And finally, keep talking and measuring

Recap, resources and support

David’s video introduction to this chapter

Why LinkedIn isn’t social media – just yet

Understanding the basics

Building your credibility on LinkedIn

Finding and making connections

Paying for LinkedIn

Using the power of the ⓥ

Recap, resources and support

David’s video introduction to this chapter

Getting out there

Finding the confidence

Developing your elevator pitch

Structured networking meetings

Can’t find a network to join – build your own!

Local vegan fairs

Trade shows and bigger vegan events

Creating an event strategy

Recap, resources and support

David’s video introduction to this chapter

Offline versus online

Postal marketing

Merch

Your physical environment

Asking for referrals

Paid offline advertising

Collecting ideas

Recap, resources and support

David’s video introduction to this chapter

What is a personal brand?

How to become an expert

How to build a personal brand

Creating credibility

The results of having a strong personal brand

Recap, resources and support

David’s video introduction to this chapter

How companies get in the news

If Apple made sausage rolls

Finding your story

Identifying who to approach with your story

What to put in your pitch

Journalists love stats

Journalists love photos

How to follow-up with journalists

PR stunts

Using a professional PR agent

Recap, resources and support

David’s video introduction to this chapter

Why influencers influence

Influencers operate on trust

Finding an influencer to work with

How to approach a vegan influencer

Giving influencers content

Recap, resources and support

David’s video introduction to this chapter

What we’ve learnt so far

Why you need a plan

Don’t spend – test

A budget is not just money

A note on fun

Recap, resources and support

David’s video introduction to this chapter

Funnelling customers to a buying decision

The funnel in…

…The funnel out

Planning your marketing funnel

Example one: a physical product

Example two: a service

Example three: a charity of not for profit

Creating content and campaigns for different stages in your funnel

Re-marketing

Recap, resources and support

David’s video introduction to this chapter

Deciding what you are going to do, and in what order

Matching your activity to your customer research

Drawing up your marketing mix

Sticking to your plan

Collaboration – the power of plural

Recap, resources and support

David’s video introduction to this chapter

Breaking down your plan into separate tasks

Mapping your tasks onto a timeline

How to set and hit deadlines

Using review sessions

Recap, resources and support

David’s video introduction to this chapter

Pulling it all together

Creating the time to make it happen

Testing (yes, again)

Your final audit

How did you do?

Keeping your momentum and enthusiasm

Recap, resources and support

One last thing…