The Ultimate Vegan Digital Marketing Guide for 2020 (With Actionable Strategies)
This is the most complete guide to vegan digital marketing you will find on the internet.
Head of Content Marketing
Let’s get started!
CHAPTER ONE: The Basics of Vegan Digital Marketing
- What is digital marketing?
- Why is digital marketing important for vegan businesses?
- What are the benefits of digital marketing for vegan businesses?
- What are the different types of digital marketing?
- What is SEO?
- What is content marketing?
- Content marketing channels include (but are not limited to)
- What is Pay Per Click (PPC) Advertising?
- What is Affiliate Marketing?
- What is Native Advertising?
- What is Sponsored Content?
- What is Email Marketing?
- What is Social Media Marketing?
- What is Inbound Marketing?
What is Digital Marketing?
Digital marketing is the use of multiple online marketing techniques to promote a business or service. It enables companies to attract, engage, and potentially convert prospective clients by utilising digital channels including websites, social media, email, and search engines.
Ultimately, digital marketing works by increasing traffic to a business website and strengthening its digital presence.
Why is Digital Marketing Important for Vegan Businesses?
Veganism is a growing trend and plant-based businesses are b(l)ooming.
There has never been a better time to be vegan and we can now find businesses that sell just about anything, from ethical clothing to vegan cheese, faux leather bags, and cruelty-free makeup. In fact, at the time of writing this (May 2020), there are over 130 million search results for “vegan shoes” on Google! Amazing, right? Nonetheless, if you’re a vegan business, then more vegan businesses mean more competition.
Corporate businesses are already well-established and will likely attract people to their products and services naturally. Now factor in their practised digital marketing team and their existing website authority and it’s easy to understand why they might rank higher on search engine results.
Consequently, digital marketing is important for vegan businesses because they will need to work harder to stand out amongst the crowd!
What Are the Benefits of Digital Marketing for Vegan Businesses?
There are numerous benefits to vegan digital marketing but here are our top 6:
- Digital marketing will boost organic traffic to your website, increasing awareness of your vegan products and/or services.
- It will increase engagement with your brand.
- New visitors will be encouraged to convert (not just to veganism but to customers/users).
- Digital marketing will build trust with your clients and increase your overall authority within the vegan industry.
- It will prompt social sharing and enable customers to distribute your content and increase word-of-mouth.
- Digital marketing will help vegans and non-vegans alike along the buyer’s journey. In other words, it will provide them with informative and valuable information exactly when they need it and thus increase conversions.
What Are the Different Types of Digital Marketing?
There are so many methods of digital marketing and it’s easy to become overwhelmed by them all. Nevertheless, they’re each important in their own right and, by picking just a few, it’s possible to create a highly-effective digital marketing campaign.
Here are a few of the most common types of digital marketing:
- Search Engine Optimisation (SEO)
- Content marketing
- Pay Per Click (PPC) advertising
- Affiliate marketing
- Native advertising
- Sponsored content
- Email marketing
- Social media marketing
- Inbound marketing
What is SEO?
SEO, or Search Engine Optimisation, is the process of increasing the likelihood that your website appears in the top results produced by a search engine.
Through various methods such as keywords, on-page optimisation, link-building, back-end technical work, and more, SEO can increase organic traffic and conversions to your website.
It’s one of the most popular forms of vegan digital marketing due to its ability to grow businesses organically.
SEO for vegan businesses will involve the implementation of coordinated long-term strategies to attract and engage more people and help you to beat your competition. Instead of being an overnight fix, SEO will gradually increase your traffic, which is otherwise known as organic growth.
Why not check out our SEO case studies to see vegan SEO in action?
What is Content Marketing?
Content marketing involves the creation of valuable and informative content to increase brand awareness, growth of organic traffic, lead generation, and the conversions of prospective customers.
This method of vegan digital marketing has rightfully become a very popular one as it aims to attract, engage, and convert prospective customers at all stages of the buyer’s journey. Content marketing helps align a business’s actions to their vegan values by developing a brand voice and building trust with your customers.
Content marketing channels include (but are not limited to):
Starting a business blog not only creates more entry points to your website but it also demonstrates your expertise within the vegan industry and generates organic search traffic. What’s more, blog posts enable you to engage with your customers, express your brand personality, and provide you with plenty of opportunities to convert visitors to your website.
Interested in getting some content for your website? Check out some of our vegan content writing examples.
Different from a blog post, an optimised webpage provides pillars of information for customers. These will display content about the business, products, services, case studies, etc. They also cover the brand’s values, mission, and vision. They are pages of information that all other content should draw and lead to.
Designing your own website? Watch out for these top web design mistakes.
Ebooks and white papers
These types of content tend to be much longer than a blog post or webpage and aim to provide further educational content for visitors to the website. Not only do these provide free resources for your customers, but they also enable the collection of contact information, such as email addresses, in order to sign them up to your vegan business newsletter, generate leads, and encourage conversions.
Many people prefer to watch a quick video rather than read a long blog post, so videos are a fantastic alternative to more traditional content marketing.
A slightly different method of visual content marketing, infographics have the ability to break down complex data and information into a more aesthetic and easy-to-understand format.
What is Pay Per Click (PPC) Advertising?
Pay per click advertising aims to increase the traffic to your website by using ads in prominent places, encouraging people to click the link provided.
These adverts are paid for on a “per click” basis.
For example, when you type keywords such as “vegan makeup” into Google, you might see a few listed ads at the top of the search results. These are an example of one of the most common forms of PPC: Google Ads.
PPC search engine ads allow you to bid for the top positions on search engine results for your chosen keywords, placing you above all of your competitors.
Other forms of PPC include:
- Social ads
- Display ads
- Remarketing ads
- Instream ads
- Google shopping ads
- Local service ads
PPC will not grow traffic organically. Instead, it can be used to quickly boost conversions and often forms part of an effective vegan digital marketing campaign.
Check out some of our vegan paid media case studies for examples of PPC advertising.
What is Affiliate Marketing?
Affiliate marketing is a great way to get people to advertise your products and services on your behalf.
Rather than pay someone to advertise your vegan business on their website, affiliate marketing will allow someone to share your revenue if they lead to a sale. In other words, other people will market your products and services for free and will earn money on a commission basis.
For example, an editorial website, such as The Vegan Review, might do an article on their favourite UK vegan products of 2020 and advertise The Vegan Kind Beauty Box Subscription. If the two businesses have agreed on an affiliate partnership and readers click on the link to make a purchase, then The Vegan Kind would share some of its profits with The Vegan Review.
It’s a beautiful vegan digital marketing relationship!
What is Native Advertising?
Perhaps one of the least understood forms of digital marketing, native advertising is paid content that is published primarily on editorial websites, such as BuzzFeed.
It is known as “native” because it attempts to fit in with the style of the publisher.
For example, if you were to place native content on BuzzFeed, you would write an article that is in a list format alongside eye-catching images. This type of advertising aims to be natural and often won’t obviously try to sell a product or service.
Check out Captain Morgan’s content on BuzzFeed as an example.
What is Sponsored Content?
Sponsored content is where you pay another brand or publisher to create media promoting your vegan business.
It’s similar to native advertising in that it will be posted on different channels to your own website. The main difference is that you don’t have to create the content yourself and it tends to be more openly promotional: actively reviewing your brand.
Although sponsored content has been around for a long-time in print publications, it’s become a really big thing online as well. For example, even Instagram influencers can be sponsored to promote a brand nowadays.
Sponsored content takes many forms including written blogs, videos, podcasts, and photos. To ensure that the recommendation is trusted by the target audience, brands should be careful that the publisher does not make it obvious that they are being paid to promote. Reviews should appear honest and relatively unbiased.
What is Email Marketing?
One of the best ways to communicate with your target audiences is through email marketing.
Email can be used to stay in contact with existing customers, blog subscribers, website visitors, program members, and potential leads.
This method includes the promotion of events, special offers, and content such as blog and social media posts.
What is Social Media Marketing?
This is where you advertise your brand and its content on social media channels. For example:
- Tik Tok
Vegan businesses can use social media marketing to drive traffic to their websites; increase brand awareness; easily communicate with potential and existing customers; and generate leads and conversions.
Some businesses hire social media managers or enlist the help of digital marketing agencies to manage their social media channels. Others prefer to push out their own content but this can be very time consuming. Scheduling tools, such as Hootsuite, exist to make this easier by controlling all social media channels from one place.
What is Inbound Marketing?
Rather than forcing your products and services into people’s faces, inbound marketing is centred around providing value to potential customers. In other words, it’s an unobtrusive approach to vegan digital marketing.
As opposed to outbound marketing (a more traditional approach where brands initiate conversations with potential customers), inbound marketing aims to attract people organically.
By creating valuable content to inform and engage your target audience, you are improving their customer experience and will build your trust and authority as a brand.
1. What Does a Vegan Digital Marketing Agency Do?
A digital marketing agency will employ multiple techniques across a variety of digital channels to drive brand awareness and lead generation. In addition to this, a vegan digital marketing agency will focus on plant-based, sustainable, and ethical businesses to promote their growth and the advancement of veganism in general.
As Donkey from Shrek might say, digital marketing is like an onion. In other words, it has many layers, and by layers we mean everything we have mentioned above (SEO, advertising, social media marketing, etc.). A vegan digital marketing agency will manage many of these “layers” on your behalf to drive business growth and free up more of your time to focus on other things.
The methods and digital channels an agency uses will vary depending on a brand’s budget, timeframe, industry, and chosen marketing strategies.
1. Vegan SEO Strategy
As mentioned earlier, SEO uses keywords, on-page optimisation, link-building, back-end technical work, and more to grow the presence of your vegan business online. In turn, it will increase your organic traffic and improve conversions to your products and/or services.
To implement SEO, a brand must create a strategy. We’ve put together a handy guide to help you create your own SEO strategy in 4 easy-to-follow stages.
2. Vegan Content Strategy
Search engines find your site through its content and rank you on their search results depending on the estimation of its value. Pushing out regular high-quality content will help you climb the ranks and will increase the visibility of your site.
An effective content strategy will help your vegan business to reach its goals, ensure that you are reaching your target audience, increase organic traffic to your site, and ultimately improve conversions.
It’s one of the most important aspects of a digital marketing campaign, which is why we include it in most of our SHiDO Digital Marketing Packages. Based on our own tried and tested formulas, our plant-powered team has put together a step-by-step guide to help you create your own vegan content strategy.