Understanding the Customer’s Everyday-Journey to Veganism: 4 Important Keys for Vegan Marketers

Marketing to the vegan and plant-based customer – it’s a ball of vegan wax these days, isn’t it?

It requires new, innovative, improved approaches. The old way of doing things does not work anymore because customers are smarter, expect more, and especially, want a personal touch.

According to “Study Shows a 3rd of World Population Follow a Diet Based on Reduction or Elimination of Meat in Vegconomist from Aug 28, 2020, “A total of 11% of global consumers are vegetarian, 20% are flexitarian, and 3% identify as vegan.” That means you can’t assume all your customers will fit into one mold.

Every marketer knows it’s a mistake to assume all customers are the same. Any company knows the best way to sell their products is to know their customer inside and out. In addition to demographics, age, sex, and basic likes and dislikes, you must know their spending habits, where they hang out online, their goals, aspirations, needs, wants, fears, and problems. Not all customers are alike. And, in the vegan or plant-based marketplace, reaching all types of customers is a challenge.

At any time, a pescatarian, a vegetarian, an omnivore, a meat-reductionist, a flexitarian, or a vegan could stumble upon your website. How do you reach all of these people? This can be quite the conundrum, right? Let’s explore this further.

You might sell plant-based food. Who are your customers? Your customers might be omnivores who want to improve their health and are looking to dabble in eating more plants, women who are vegetarians not concerned about eating dairy, or flexitarians or reducetarians who are gradually working towards eliminating meat products. You might have vegans stumble upon your website, who eat only plants because of ethical reasons. There are different types of potential customers who require different marketing campaigns.

But, stick with me. It gets even more complex.  

Let’s say you sell ethically-sourced, vegan clothing. You care about sustainability, eliminating animal exploitation, and harm to the environment. It is important to your company’s mission that animals were not harmed creating the clothing you sell. Your primary customers are vegans, those who will buy from you because they care about ethical sourcing and animal welfare. What do you do if a non-vegan stumbles upon your website? Does your branding voice include all people who might land on your home page? Or, are you marketing only to vegans?

two white women sitting side by side working and talking holding pens and writing

“Many companies have forgotten they sell to actual people. Humans care about the entire experience, not just the marketing or sales or service. To really win in the modern age, you must solve for humans.” — Dharmesh Shah, CTO & Co-Founder, HubSpot

4 Keys to Understanding the Customer’s Everyday-Journey to Veganism

Know your audience and customer

Primary research is important before creating the content needed to attract your ideal customers.  

This is obvious and marketing 101. You must know who your audience is and the type of customers you want to attract and know them well before writing a word of content or buying Google ads for your business. There are many different ways to research your customer, and I will not cover all of them here.  Conducting social listening, performing keyword research, and running focus groups is a good place to start.

Understand your customers are on different paths  

Not all customers are alike. That is obvious, but let’s explore.

Let’s say you are a vegan business owner who sells vegan muffins and scones for ethical reasons: you want to end animal suffering. Who do you sell to? Primarily to vegans, but you will also have vegetarians, flexitarians, and carnivores perusing your website or storefront. Even though you might care deeply about the plight of animals, not every person who buys your scones will.

If you market primarily to vegans on your website, what happens when a carnivore lands on your home page? Do you want them to buy your muffins? Do you want them to know there is such a thing as cruelty-free muffins? This is where you need to create content that will resonate with as many types of customers who might run across your site. You also need to give that type of customer a way to understand animal suffering with content that will resonate with them.

How do you do this? A good idea is to provide a downloadable resource to help them understand animal exploitation and how your company sells vegan scones and muffins to help end this. You need to educate them. Marketing only to vegans is not enough. You must write content in a way that speaks to not only your audience but to OTHER potential customers. But, there is a caveat…

Understand your customer will change

Knowing customers will change their minds and spending habits and meeting them where they are is key to keeping them engaged and growing your business.

Using the same muffin and scones company example above, let’s say a plant-based customer comes into your store and buys scones. He is not vegan but plant-based; he mostly eats plants but partakes in meat or fish periodically to improve his health. His concern is not animal welfare. You sell him a scone and he loves it. He finds brochures at your café (or on your website) that explain how your company reduces the damaging animal-agricultural impact on the environment and the suffering of animals. He is intrigued.

He goes home and researches veganism. Appalled by what he reads about animal exploitation, he decides to go vegan. He has now changed. His reason for continuing to purchase scones from you has now changed. He is not a plant-based customer anymore because he now cares about the plight of animals in addition to his health. Would sending him an email about plant-based food make sense at this point? Wouldn’t sending emails about why he should continue to support a vegan company be more beneficial?

Create content that speaks to each customer and their journey to veganism

Prospects expect personal interaction these days.

It cannot be overstated that content needs to be created that speaks to and makes sense to the customer. If you have an email campaign that only speaks to vegetarians when your customers are now vegan, it will not be effective. The vegan will not respond to the message catered to the vegetarian.

The solution is to make sure your marketing campaigns from ads to landing pages, to blogs, to an email responder series speak to the needs and journey of your prospects or customers. Your company can sell to vegans, non-vegans, and omnivores, of course, but you have to create content to fully engage the potential customer and meet him where he is in his vegan journey. Do this, and you will successfully gain and retain customers.

“Don’t push people to where you want them to be; meet them where they are.” – Meghan Keaney Anderson Marketing, CMO, HubSpot

Summary

The global vegan industry is projected to grow to a staggering 74 billion by 2027. Is your company ready for this type of growth? Meeting people where they are, whether they are plant-based, vegetarian, flexitarian, reductionist, or vegan is important and demonstrates that you care. A potential customer needs to feel that you care about them before they even contemplate buying anything from you. You need to build trust with her, and you do this by creating content that speaks to her personally.

For successful selling of your products or services, know your customer, know his mind and spending habits might change and prepare for this, and set up marketing campaigns and content to meet his journey to veganism. 

Need a writer for your emerging vegan customers? Learn more.

Voice is Vital: Hiring a Vegan Copywriter Who Can Write in Your Brand’s Voice and Why it Matters

You might be a vegan or plant-based marketing manager or business owner looking to hire a freelance content writer or copywriter, but you’re not sure how to find the best person for your specific marketing campaign. How do you decide who is the right writer for your business?

Let’s explore.

What is Voice and Why is it Vital?

We know voice matters, and all good writers have honed in on their specific voices. The writer’s voice can be defined as the unique way a writer writes: the sentence structure, the mixture of vocabulary, tone, point of view, paragraph flow, and much more.

For marketing purposes, the brand voice is defined as the personality and emotion infused into a company’s communications. Infusing your company’s personality and emotion is the freelance copywriter’s job. It is what they do, and they need to know how to do this properly so the copy they write for you will entice, convince, sell, and make you money.

In the case of the content writer, she needs to know how to inspire, inform, and build trust with your customer base. Both types of writers need to know how to properly identify and write in your brand voice.

The best writers can crank out pages and pages of content specifically for their clients’ customers. They understand how to create a connection with your specific type of customer, and they are knowledgeable in your industry. Any old writer will not do if your marketing goal is to build trust with your audience, form a relationship, sell your products or services, create repeat customers, and inspire a more sustainable or vegan world.   

The best copywriters or content writers do the following before they write a word for you:

  • Research your company and your competition
  • Study your brand, style, voice, audience, and campaigns
  • Review your websites, blogs, articles, case studies, videos, or other media
  • Review competitor websites, blogs, articles, white papers, audios, podcasts, etc.
  • Get to know the persona of your customer: his likes, dislikes, needs, wants, fears, etc.
  • Do an internet search of related posts or material within the last year
  • Research the best keywords or key phrases to use

So, as you can see, there is a lot involved in writing a marketing piece, whether writing a blog post, a sales letter, an e-newsletter, an opt-in guide, or a white paper. Hiring a writer who does not bother with the above could be a costly mistake.

Woman and man standing against an orange brick wall. They are wearing jeans blue jeans and a red and orange shirt.
Photo Credit: Harsh Raj Gond, Pexels

To drive the point home, below are three different first paragraphs for a blog post for vegan clothing company A. Each of these paragraphs appeal to different types of potential vegan customers. The blog is about different clothing options offered at company A.

  1. The casual, hip voice appealing to Gen Z women: “You know compassion is a thing. And ethical fashion is growing by epic bounds! Did you know Gen Z is the generation buying the most vegan, eco-friendly clothes? Fewer animals are suffering and vegan clothes are made without leather, suede, silk, fur, feathers, angora, or down. Compassion is the thing of the future, and you can be part of it. Let’s check out cruelty-free hoodies and sweatpants.”
  2. The professional but casual voice appealing to millennial women: “Vegan clothing companies have been growing by leaps and bounds, and in 2021, the ethical fashion industry is not slowing down. The trend is on the rise to reach 1095.6 billion by 2027! With that type of amazing growth, now might be the time to add a vegan coat or pantsuit to your compassionate closet. Let’s explore ethical clothing options.”
  3. The formal, sophisticated voice appealing to college-educated men and women: “To say that the vegan fashion is a market on the rise is an understatement. It is estimated to reach a whopping 1095.6 billion by 2027. With that unprecedented growth prediction for compassionate brands and with a desire for a sustainable world, now is the time to invest in a wardrobe upgrade. Let’s explore.”

Summary

The freelance content writer or copywriter’s ability to write in your brand voice is vital to the success of your business.

The key to finding the best vegan or plant-based copywriter is to find one who can write in your brand voice. If you do this, you will be on your way to meeting your sales goals and inspiring a more compassionate, sustainable, vegan world.

Looking for a writer who can write in different voices? Let’s chat.

Why a Blog Is Vital for Your Vegan Business

Long gone are the days when door-to-door smiling salesmen walked neighborhoods and pitched their products. No one wants to answer the door to that anymore.

What has taken the place of the salesperson in a suit? Well, a lot with the advent of the internet. People now prefer to research a possible purchase from the comfort of their own homes (for starters), and this is where blogs come in. Blogs are now one component of the new sales cycle and are here to stay.  

What is a Blog? 

A blog is a consistent stream of relevant and helpful articles on your website that educate, inform, and build trust with potential or current customers. Blogs can also sway your clients to buy your products. There are different kinds of blogs, but the type that is best for your vegan business is one that speaks to your customers’ needs, desires, or problems.

Just over a decade ago, most blogs were unfiltered, unfocused ramblings that might or might not have made your head explode. Since then, blogs have evolved to become about the client and not so much about the writer. For vegan businesses, blogs are strategic content used to educate the public about your services and products, and garner leads. 

A blog is a vital component of every vegan business’ website.  

vintage typewriter with "to blog or not to blog"

Why do Vegan Businesses Need Blogs?

Let’s say someone wants to purchase vegan shoes. What does he do first? He might search online for different kinds of vegan shoes. If he is not sure which brand or type of shoe he wants, he will narrow it down by reading reviews or blogs about a few shoe types. He will stumble upon a vegan company’s blog explaining where and how they manufacture their vegan boots, what material they use, how reliable they are, or who buys them. This is where a well-written, timely, educational blog comes in! The vegan company that has an active blog will be far ahead of the competition, and most importantly, will be able to make a connection (and perhaps a sale) with that shopper. Why not have the blog that the consumer stumbles upon?

Understanding the importance of a blog on your vegan business website is paramount. 

Blogging helps you appear as an expert in your field. There is nothing more important these days than building trust with your potential customers, as mentioned earlier. Not only does a well-written blog speak to your client’s needs, problems, or desires, but it helps readers see you as an expert. Once they view your company as knowledgeable and helpful, trust is built, and they will eventually buy from you.  

Blogging helps grow your email list and generates more leads. When potential clients read an informative blog that speaks to their needs or desires about your product or service, they will follow your blog and sign up for your email list. These people are now leads who could become customers. Furthermore, once your blog is out in cyberspace, it is there until you remove it. It will continue to be read and generate more leads while you sleep. Not a bad deal!

Blogging helps your SEO visibility.  A blog with appropriate internal and external links, proper placement of keywords, and is well-written, truthful, and helpful will rank higher on search engine results. Best SEO (search engine optimization) practices are always changing, so we must keep on top of it, but what search engines consistently look for is frequent and quality writing. So, it is a good idea for a vegan business to make sure they have enough writers on staff or hire freelance content writers to write their blog posts.   

Blogging helps you stay on top of your industry and know your competitors. With so much information and changes occurring rapidly these days, it can be arduous to keep up with everything. Maintaining an active blog will force you to be on top of market changes. With a blog, you are propelled to research and write about different topics. This process will enhance your knowledge of your competitors’ products as well. Your readers will also get a feel for your expertise and want to follow your blog. They will come to expect more from you and will eventually make a purchase.

Need a vegan content writer to write your blog? I can help. Schedule a free discovery call today

5 Reasons Why Hiring a Niche-Specific Freelance Writer Is a Smart Move for Your Vegan Business

As a vegan business owner or marketer, you want to hire the best freelance writers to write copy or content, but how do you know you are hiring the right writer for your specific business?  

Freelance writers come in all shapes and sizes. Some are generalists who write for anyone, for different industries, and write all types of content. Others specialize in a niche and write for a particular industry.

Those writers who have a niche specialty are the ones to consider. They are the writers who know the vegan industry, so they will have a better understanding of your market, your customers, your products, or your services. These writers specialize because they are knowledgeable and have experience in their area. They write about what they love.

Common sense dictates that the best marketing decision is to hire a writer who is familiar with your industry-a writer whose niche, or area of specialty, is veganism.

Here are five reasons why a vegan niche-specific writer is the best choice for your business:   

She is committed to veganism.

A vegan writer contributes to your goals of inspiring veganism with your services and products. She will write her best to ensure her copy convinces potential clients to buy because she wants a vegan world. She is a cheerleader in your corner, a potential business collaborator with mutual goals.

She understands how to write for the vegan and for the non-vegan.

This is incredibly important. A copywriter who is not familiar with why someone would go vegan would struggle to write convincing copy to sway a prospect to buy a product. A vegan copywriter is familiar with the mind of the non-vegan and the mind of the vegan. What better person to hire to write copy?

A vegan writer knows the ins and outs of veganism. She understands what it is like to live as a vegan and what it was like to live otherwise.  Whether you are marketing to vegans or aspiring vegans, she will speak to your potential and current customers’ desires, fears, aspirations, and motivations. Her experience with and without veganism makes her the best writer for your copy needs.

Just to drive the point home, would you hire a roofer or a general contractor to fix your damaged roof on your house? Both are handy with tools and both can probably do the job, but the roofer knows how to repair or replace roofs on houses. The roofer is more qualified and will do the job faster and more efficiently.

You get the picture!

She might use your products or services.

A vegan writer is your best hire because she might be, at the very least, familiar with your products or services. Better yet, she might use or consume your products. What better writer can you hire but one who uses your vegan lotion, drinks your vegan wine, or knows how to move from the standard American diet to a plant-based diet?  She will be able to speak from personal experience to sell to your customers.

She is familiar with the vegan industry.

A professional vegan copywriter or content writer keeps abreast of vegan news, trends, and happenings. A general writer will not do that or be inclined to want to. He will have to learn about veganism to write excellent copy, and that takes time.

You might have a writing assignment that can be adequately filled with a generalist and be tempted to hire that type of writer. However, if you should hire a non-vegan generalist, they will not be able to write good copy that sells your products because they do not understand veganism. Why not start with a writer who knows your industry?

Hiring the best content writer to educate your prospects and customers is a smart business decision. Working with a copywriter who sways your customers to purchase your products makes good business sense.

Make sure that writer is vegan.