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Seed to Sales: Cultivating a Winning Vegan Marketing Strategy

Posted by Anya Sleezer << back to blog

Last Updated on February 21, 2024

Cultivating a Winning Vegan Marketing Strategy

A well-thought out branding and marketing strategy is crucial for the success of any business, but especially a vegan business. Why? Because your marketing needs precision in order to speak to this very niche target audience, while, if desired, still being welcoming and inclusive to non-vegans. Here’s how to be more inclusive. Plus, you need to stand out in a crowded marketplace.

Keep reading to get these golden insights. For more, head to our blog.

Before we dive in, let’s look at two important factors while spreading the word about your product and crafting a vegan marketing strategy:

  • Connect With Your Audience
    Tailor your branding to your ideal audience. Decide if you want to exclude non-vegans, or be more inclusive. It’s also important within the vegan and plant-based niches to emotionally connect with your audience by showcasing your shared values.

    Like we did on all the branding for this nonprofit document management company, SecureDocs and A New Leaf, non-profit organizations that empower people with developmental disabilities.

  • Highlight Your Aligned Purpose
    Try to discover what your conscientious consumers care about, how that aligns with your products and services, and then spread the word. Rallying conscientious consumers isn’t always easy, or intuitive. Let us show you how with our guide Positioning with Purpose.

1. Offline Marketing:
While it can seem like all marketing is done online these days, offline marketing is relevant and has its own unique advantages depending on your industry and potential customers.

  • Direct Mail—Go Beyond the Inbox
    Direct mail, especially when done right, can provide a personal touch that digital touchpoints simply can’t. Deloitte reports that by 2025, people will receive 376 billion emails globally each day. The report revealed a third of people surveyed felt overwhelmed by these digital subscriptions and had device fatigue.

    When sending direct mail, it’s important to make your mailer stand out by using unique colors, textures and materials. It’s also crucial to highlight the mailer’s purpose. Get inspired with these eye-catching examples we created for Fabricut, Williams & Williams Auction, and for a special event.

direct-mail-go-beyond-the-inbox

Garryowen Parch Packet

Garryowen Unfolded

event-planning-invite-mockup

Another great way to attract new customers is by including coupons in your direct mailer, like these ones we created for eco-friendly Fox Cleaners and Bex Accounting. The key to a successful coupon mailer is to attract customer’s attention with size, texture, colors, photos and amazing offers. It’s crucial to prominently display the offer and succinctly explain the product benefits or services, upfront.

mailer1-bex

mailer2-fox

mailer1-fox

  • Samples—Give a Product Experience
    Free samples are a great way to get your potential customers excited about the product. They’re effective at getting the word out, and letting people experience your product, and potentially buy more.

    When it comes to product samples, Sephora knows how to do it right. Sephora’s staff carefully selects and curates these samples—turning them into rewards for customers. People who love the samples are often motivated to buy the full-sized version, making it a clever win-win marketing strategy.

Sephora samples product

Source

  • Connect With Customers at Tradeshows and Events
    Attending a tradeshow is a great way to meet your niche target audience face-to-face. It gives potential customers the opportunity to interact with your brand and lets them experience your products and services firsthand. Check out the booth artwork we designed for global real estate auction company, Williams & Williams to get inspired.

    But, the most important thing about attending trade shows is to follow up with the connections you made. To convert more attendees into customers, check out our Six Tips to Turn Tradeshow Attendees into Customers.

booth-graphic-mockup

  • Boost Exposure Through Event Partnerships
    Teaming up with an event organizer to showcase your vegan business or product is a great way to reach more customers.

    Take Kendall Jenner’s 818 Outpost brand activation at Coachella. Amidst the grand festival in Indio, California, her well-branded truck stood out by embracing the desert vibe and offering attendees free goodies.

boost-exposure-through-event-partnerships

Source

2. Online Marketing

With the rise in digital marketing, AI and social media, online digital marketing is the best bang for your vegan marketing buck. Check out the tips below and our 5 Digital Marketing Strategies to “Grow” Your Plant-Based Vegan Brand.

  • Build an Attractive and User-Friendly Website
    A well-designed website reflects your brand’s values and clearly explains your product benefits. It can help you attract, and convert customers.

    Make your navigation intuitive and clear so visitors can easily find what they’re looking for. Stay up to date on web design trends and take advantage of technologies like AI to study traffic patterns, generate images and copy, plus optimize your site. Install Google Analytics so you can track how your website is performing and adjust as needed to increase results.

    See how we implemented these principles with our technology sales client N3, and software development client, Red Maple.

Websiten N3

Website Redmaple

For more tips on creating a website that attracts and converts visitors, check out our guide How to Build a Powerful Website Theme That Converts.

  • Create Strong Email Marketing Campaigns
    Collect email addresses from customers who have shown interest in your vegan products, either through online purchases, events, or subscriptions. Offer incentives like discounts or exclusive content to encourage sign-ups. Create attention-grabbing subject lines that pique curiosity and encourage readers to open your emails. Remember, effective email marketing is an ongoing process of refinement and adaptation. Regularly assess the performance of your campaigns and adjust your strategy based on the insights you gain.

    Check out this automated drip email campaign we created for our client, Proko.

Dripemail template mockup full

  • Invest Time in Crafting Paid Search Marketing
    Identify relevant keywords related to vegan products. Include terms specific to your offerings, such as “plant-based products” or “vegan snacks”. Use tools like Google Keyword Planner to discover high-volume and relevant keywords. While Google Ads is a popular platform, consider other platforms like Bing Ads and social media advertising (e.g., Facebook Ads, Instagram Ads) to expand your reach. Each platform may offer unique opportunities to connect with your target audience.

    Take a look at some of the paid ads we’ve run for clients like the eco-friendly Fox Cleaners, Red Maple, and Assured Home Inspectors.

Digital ads fox

Redmaple display ads mockup

AHI displayad laptop mockup

  • Stay on Top of SEO Marketing
    Use a specialized SEO tool for vegan businesses like these. It can help you identify vegan-related keywords, track your website’s ranking for those keywords, and analyze your competitors in the vegan niche. Remember that the effectiveness of these tools depends on how well you integrate them into your overall marketing and SEO strategy. Regularly monitor your performance metrics, adjust your strategies accordingly.

    As you can see, with the help of SEO tools, we were able to get significant increases in our SEO efforts for several of our clients.

Client One

Seo clients
43% Increase
in Website Traffic

Seo clients
42% Increase
In New Users

Seo clients
394% Increase
In conversion Yoy

Client Two

Seo clients
14% Increase
in Website Traffic

Seo clients
2% Increase
organic Traffic

Seo clients
201% Increase In
conversion Rate

  • Leverage the Power of Social Media
    Social media can be a powerful tool for marketing vegan businesses, because it provides a platform to connect with a like-minded audience, share your values, and showcase your products or services. Maintain a consistent and visually appealing brand image across all your social media channels. Use cohesive branding elements, such as logos, color schemes, and messaging, to create a recognizable vegan brand.

    We helped non-profit senior care provider, MorseLife, technology sales company, N3, and Physical Therapy provider, Eclipse Healthcare.

Morselife social media mockup

N3 linkedin mockup

Eclipse sm mockup

  • Craft Relevant, Fun and Engaging Content
    Create a content plan by following our High-Value Content Checklist: Six tips to Create Search-friendly, Share-worthy Content that attracts and engages the right people, with the right type of content, at the right stage in their buying cycle. More on that here.

    Then, optimize it properly for search by leveraging related and high-volume keywords (learn how in our keyword guide here) to attract more traffic. Get inspired by some of the content marketing we did for our clients, Red Maple, and eco-friendly Fox Cleaners.

content-marketing2-rm

content-marketing3-rm

content-marketing-fox

  • Collaborate With Vegan and Nonvegan Influencers
    Collaborate with popular vegan influencers, to tap into their fan base, gain credibility and exposure.

    When you partner with non vegan influencers, you can increase your brand awareness and gain an even wider audience. Especially if your product isn’t just for vegans and vegetarians and your company wants to win minds and influence people. More on that here. Check out the examples below for inspiration.

halloween-strom

vegan-charcuterie-board

In Conclusion:

At the end of the day, the best vegan and plant-based marketing strategies always keep customers in mind and are adaptable. Trends may change, but if you know your business and your audience, you can create campaigns that are creative, fun, and effective.

Need help? Level up your vegan, plant-based brand with Levo!

FAQs

Should vegan marketing and branding include messaging about ethical sourcing and transparency?
It’s considered as a best practice to highlight your commitment to ethical sourcing and transparency. This may include packaging that highlights the sourcing process, and showcases different certifications or partnerships that reflect your commitment to vegan and ethical practices.

Is it effective to partner with non-vegan businesses for cross-promotions?
Yes, collaborating with non-vegan businesses can broaden your audience. For example, partner with restaurants to feature your products or collaborate on special menu items that cater to both vegan and non-vegan customers.

How should I choose influencers to partner up for my vegan business?
It’s important to identify and collaborate with influencers that best align with your vegan business’ philosophy and goals. We highly recommend researching an influencer’s content, community—the kind of people that follow them–and their overall branding to know if it’s a good fit for your business and vegan marketing strategy.

How do I optimize my online store for search engines (SEO)?
Optimize product descriptions and use relevant keywords. Ensure your website is technically sound, with fast loading times and mobile optimization. Regularly update content and consider blogging to enhance your website’s SEO.

What data should I track for my vegan products?
Monitor website traffic, conversion rates, social media engagement, and email campaign performance as well as revenue and sales. Using AI will help you analyze these metrics and gain valuable insights about your customers, plus it’ll refine your vegan marketing strategies for better results.

How can leveraging keywords benefit vegan businesses in blog creation?
Leveraging related, long-tail, and high-volume keywords in blogs enhances visibility in search engine results. This attracts more visitors interested in vegan topics, leading to increased website traffic, higher brand awareness, and potential product sales.

Anya Sleezer

Anya Sleezer is the owner of Levo, a full–service marketing agency, focused on helping companies from all industries who are concerned with their marketing results, traffic, branding, advertising, or websites.

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