Veganism has been on the rise over the last few years with a growing vegan population. Seeing the demand, a lot of vegan businesses have come up to capitalize on this growing movement. This niche market is getting extremely competitive by the day, which means that it is very likely that a vegan business would end up ranking poorly on the Google SERPs. Adding to that, a majority of vegan businesses run with a mindset of spreading ethical awareness and look for like-minded vegans who believe in the same cause. This need has given rise to a whole new world of vegan marketing agencies and vegan marketers.
What is Vegan Digital Marketing?
Vegan digital marketing is the use of dedicated digital strategies and tools catered towards promoting vegan businesses with a cause. Digital marketing for vegan businesses has to make sure that your every buck is spent most efficiently, to get your word out there. More the people you reach better will be your business.
5 Tips for Digital marketing for vegan businesses:
1. Leverage the vegan community
It goes unsaid that your go-to digital marketing strategy lies within the tightly knit vegan community. They could either make you or break you. Every locality or city has a very active community of vegans on either social media channels like Facebook groups or online forums depending on where your business is located at.
Deep dive in these forums, look for what people are discussing, what is trending, and what is the most talked-about topic. Discover the pain points and what is lacking. For example, you could find out that the majority of people in a particular area went vegan due to health reasons and maybe they’re looking forward to adding more long-term muscles to their body. If you’re a healthy vegan café, you could try adding the macros to the dishes to attract this buyer persona. Or probably your content strategy could highlight the healthy benefits of your products.
Did you know that on average, local Facebook group membership has grown 3.3X since the pandemic?Hootsuite
There may be a lot of vegan meetups, potlucks, or documentary screenings that a particular vegan community organizes. Make sure you attend them, connect with the people, observe their behavior. You could even partner with like-minded partners, for example, a yoga cafe, and organize one yourself.
Find out that If you’re a local business, then introduce yourself to these vegan communities. Make sure you don’t sound like delivering a sales pitch but instead focus on your personal story, not the brand but on your drive that led to the idea of the brand. Vegans love a good ethical cause, so be as genuine as possible.
2. Empower the ‘Ethical’ Nano influencers
There is a lot of power these ethical vegan nano influencers hold. Nano influencers are the ones with a social following above 1000 but lower than 5000.
Firstly, why am I saying an ethical and not otherwise? Well, there have been a lot of cases where influencers converted to veganism for health benefits and not for ethical reasons, and later, they switched back to a pescatarian diet or started consuming meat. Well, it’s their own choice, however, this could break your brand.
It’s crucial to deep dive and finds the right kind of ambassadors who can represent you. Secondly, why Nano influencers? Because firstly they’re highly cost-effective and won’t overcharge you, secondly, they have a very targeted and loyal local following.
Make sure you align with your influencer and give them a clear plan and your expectations from them. Define your campaign objectives. Make sure not to choose more than one objective per influencer because that’s simply going to confuse the followers. Your objective could be to increase the traffic to your website or download your app. Whatever your objectives are, define them in a clear and concise way and make sure the influencer clearly communicates that. Make sure their communication is aligned with your brand story.
Finally, don’t try to control the influencer’s individual voice. It’s important to note that each influencer has a very unique tone that helps them connect with their audience. Make sure you give them the freedom to work on their own content strategy and express to their audience in their own way that works for them while aligning with your brand guidelines.
3. Clean website navigation
While planning your strategy for successful digital marketing for the vegan business, you need to invest in a decent responsive website design that should clearly highlight your business goal in the first instance. If you’re an eCommerce store, you need to correctly categorize and tag the products in the right mix.
A visitor’s goal may be different for different keyword types they’re using to search for a business like yours. They may be looking for tempeh or a recipe for tempeh. If you have a vegan grocery website, have a blog page with trending recipes, or request a vegan influencer chef to contribute a recipe post for your website.
Connect Google Analytics with your website and install google tag manager to better understand your visitor’s behavior while they are on your website. Google analytics could tell a lot about your visitors, like how long do they spend on each page of your website, what are the exit pages and whether they add the items to their cart and leave? It can also tell you about the channels of acquisition to better understand which channel you should focus more on.
Add prominent calls to action on key spaces of your websites. A website call to action increases visitor engagement by roughly 27%. That’s a great lift a simple call to action could bring. A call to action means a simple action button telling your visitor what to do. It could be a sign-up for a weekly recipe newsletter or a relevant buy-now link for a product the blog is about.
4. Paid social campaign
There are a lot of misconceptions when it comes to paid social advertising. These misconceptions arise majorly because many business owners try to execute the paid campaign without any proper training. Make sure to first educate yourself properly on this. There are plenty of free courses available on Facebook, Hubspot, or Hootsuite.
Did you know that an average user on Facebook clicks on about 15 Ads per month?
Don’t have time for this? Hire a efficient vegan marketer to drive it 😀
5. A dedicated SEO plan
Now, this is the one topic I could write pages and pages about. You need to understand that just having a website and not optimizing it won’t do you any good. Even though your website has a perfect look and feel, is responsive, and perfectly communicates your brand story, if you don’t optimize it for search engines, what good will it do. You don’t want it to rest it on the 10th page of Google.
Do you know that almost 71% of the search engine traffic goes to the first page on Google?Forbes
Do you want to learn how you could optimize your website for SEO? Well below are the step-by-step process in brief. I will create a dedicated topic for this in my next blog.
6 simple steps for SEO for vegan business:
1. Understand your buyer persona
Well, everything boils down to the fact of knowing your audience. This is the first step to building your SEO plan. Unless you know your ideal buyer, you’d probably end up wasting a lot of your resources on the wrong targeting.
You may think you know your audience type and behavior, but trust me, the result you will find will be a lot different from what you thought. Meet people close to the type who think would convert, ask them questions. Send them a survey form to fill. Meet people for coffee and ask them good questions. Connect with people on Facebook, meetup, or even the vegan community that I talked about in the above section. Vegan communities could be your go-to place for connecting and knowing your buyer persona.
Wondering what to ask your community? Download the below PDF guide to know the relevant questions that will help you leverage your research.
2. Do an SEO audit
The second step for you would be to do a complete SEO audit. Start by creating a Google search console profile and add your website there. I have created a dedicated video for you to guide you through the process of doing this. With the google search console, you could get an idea of whether your website is indexed on Google or not. If it’s not indexed, make sure to manually submit your webpage.
Once you make sure that all of your pages are indexed on Google, you could use any of the free SEO audit tools available via Ahrefs, SEMrush, Uber suggest, or MOZ. Personally, I like to use a combination of Semrush and Uber suggest. While most of the tools offer limited free audit options, some have only paid features. The audit report should give you an analysis of your page score, visibility, and critical errors. Go to each error one by one and make sure you eliminate all of them.
You could even go to Browseo and check how Google sees your website. Make all the corrections and also make sure you identify relevant competitors and take ideas from their targeting.
3. Do a complete thorough keyword analysis
This is the most important part of the SEO strategy. Keywords are the words a user types in the google search to look for a business like yours. Identify what kind of words people type in to look for similar businesses like yours and then create content based on those keywords. Personally, I like to be extremely thorough with my keyword research. I start by simply typing in a word on google and let google complete the sentence, which would give me an idea of the top long-tail keywords to go for. Secondly, I go to all the relevant forums, groups, and online communities to look for what combination of words people generally type in. Don’t just assume a keyword in the first place, since this needs a lot of research. If you think that a keyword vegan milk would be ideal for you, you may find that people prefer dairy-free milk more.
Next, I like to use Google’s free to Keyword planner and Uber suggests understanding the search volume and the KD value which gives the keyword difficulty in ranking. It’s important to understand the CPC value as well, this will tell you how much your competitor is paying to rank for these keywords via Google Ads. If they’re paying for it, it means it’s an important keyword.
Apart from these tools, I like going to Quora, AMA websites, comment sections of high engaging YouTube content, Wikipedia pages, amazon pages, and review sites. For a vegan business, HappyCow.Net is one of the websites you could go to for your research.
4. Create a content strategy
Once you finalize your top keywords, the next step is to use these keywords to create a content strategy. I like to follow Hubspot’s content guide here. It is based on a simple concept of treating your pillar pages as your hero content and then all the relevant content related to your hero content as your cluster content. Below is a simple explanation.
5. Be a guest blogger
If you know that your competitor’s website has a better SEO score, it’s no shame to leverage them to highlight your content on their platform. They may go for it or they might not. It’s always a good idea to feature on different websites and channels. If they offer to put in a backlink, It’ll drive traffic to your own website.
6. Leverage Podcast/ Social media/ Video
Use all the relevant channels to establish your presence. Do competitor research. Find out what channels they’re on and be on them. Create expert How-to videos about your products to establish credibility to your expertise.
Having a good website SEO is similar to having a mass physical vegan outreach campaign on the street where you reach thousands. Unlike the physical outreach campaign, in the case of SEO, you have the potential of reaching millions of relevant people who’re actually looking for the businesses like yours on the web, minimizing the outliers.
Below are the 3 ways how vegan marketers hit the right spot:
A. Vegan marketers understand the buyer persona
No matter how brilliant a marketer one can be, if they’re a non-vegan, they might make a terrible mistake of not fully understanding their right target audience. Every tiny detail matters. The role of vegan digital marketers is to know that since they literally live and breathe their buyer persona every day since they are one. The non-vegan marketers on the other hand may end up targeting an ‘owner of a dairy farm’ based on his Google search history of reading vegan milk research report to understand his competitive landscape. Would they know that the nutritional yeast is popularly called ‘nooch’ among the vegan community?
B. Vegan marketers have better content strategy
Since the vegan marketing agencies or vegan marketers understand the vegan community better, they come up with better content ideas. They know what will stick and what won’t. A majority of vegans are also believers in sustainability. What if your content features a plastic bag? That would dissuade a good chunk of your niche. There are endless traits like this that this community possesses, which could be missed by a non-vegan marketer.
C. Vegan marketers believe in the same cause
This one’s a no-brainer. Who better to skyrocket your vegan business than a vegan digital marketer whose sole mission is to help vegan businesses reach more masses and spread their wings. For example, would you imagine an ethical nonsmoker passionately executing a digital marketing campaign for a cigarette brand? Will he/she give their heart and soul into promoting it?
For any successful vegan business, a well-rounded digital marketing strategy is a must. The success of a vegan business is heavily dependent on a solid team of experts and people who truly believe in your business objectives. Because at the end of the day, it’s the right mix of people who take your business to the top.