The Buyer's Journey: A Comprehensive Guide for Vegan Business Owners

Written by Kandice Vincent
Kandice is the founder and lead strategist at The Conscious Content Initiative, a vegan SEO content agency and the North American correspondent for Vegconomist

I want to begin this guide with a scenario.

Let’s say you have a vegan shoe brand that makes eco-suede shoes from recycled plastics. You decide to add a pop-up advertising your limited-time sale to every person who lands on your website. Now, imagine you’re someone who is just beginning to explore the ethics of leather and suede and trying to learn more about the environmental and animal welfare impacts of the fashion industry. This is your first time on the company’s website, and what you’re really looking for is information and education. Being bombarded with a sales pitch before you’ve developed any connection to the brand or its values will come across as pushy and instantly turn you off.

We’ve all been in this situation. And this is why understanding the buyer’s journey is so important.

Understanding how potential customers interact with your vegan business is essential for successfully marketing your product or service. The buyer’s journey is like a roadmap, guiding you to recognize where your customers are in their decision-making process and how to reach them effectively. It consists of three main stages: Awareness, Consideration, and Decision. By tailoring your marketing efforts to each stage of the journey, you can increase your chances of converting potential leads into loyal, long-term customers.

Why the buyer’s journey matters

Understanding the buyer’s journey provides you with a deeper insight into your target audience, their needs, and their pain points, enabling you to create more relevant and compelling content. This is crucial for meeting customers exactly where they are at in their journey so you can provide the right information at the right time, significantly improving their overall experience. Everyone lands on a website with an objective, and when a company meets that objective, we instinctively feel positive towards them.

Knowing where leads are at also allows you to allocate your marketing budget wisely by focusing on the stages where your efforts are going yield the highest return on investment. Ultimately, by providing the right information and solutions at each stage of the buyer's journey, you guide potential customers toward a purchase decision, boosting your conversion rates.

Stage 1: Awareness

In the awareness stage, potential customers realize they have a problem or a need but may not yet know that a vegan product can solve it, and they are likely unfamiliar with your business. For example, someone might become aware of the negative health impacts of dairy and start looking for alternatives. The objective at this stage is to attract attention and educate potential customers about the problem and the existence of vegan solutions.

Here are the top strategies for attracting leads at the awareness stage:

SEO-optimized blog posts

One of the most effective strategies is using SEO-optimized blog posts to attract organic traffic by addressing common questions or pain points. Potential customers are turning to search engines to find information, and your blog posts can be the answer. By crafting content around relevant keywords and phrases, you increase the likelihood of your blog ranking high is search engine results pages (SERPs). For example, a vegan meal delivery service might target keywords like "health benefits of plant-based diet" or "easy vegan recipes." When someone searches for these terms, your blog post is more likely to appear, introducing your brand to a potential customer who may have never heard of you before.

By providing valuable, informative content that addresses questions or concerns, you establish your business as an authority in your specific niche, building trust and credibility. This makes it more likely that the reader will consider your brand when they eventually reach the decision-making stage.

2. Social media

Social media is a powerful tool for reaching new audiences in the awareness stage. The key is understanding that most people aren’t actively searching for your brand at this stage, they are simply consuming content, so your strategy needs to be tailored accordingly. In order to increase your visibility, use niche-specific hashtags to expose your content to users actively searching for related topics. For example, a vegan personal trainer could use hashtags like #veganfitness, #plantpower, #veganhealth, #veganbodybuilding, etc.

You should also be actively participating in conversations related to your industry, responding to comments and sharing insights. Encourage your current customers to share their experiences with your brand on social media. This not only generates authentic content but also allows you to expand your reach as their followers are exposed to your brand. Partnering with influences in the vegan space can also help introduce your brand to its followers, many of whom are likely in the awareness stage.

Stage 2: Consideration

In the consideration stage, potential customers are aware of their problems and actively looking for solutions. They start comparing different products and brands to find the best fit for their needs. The objective here is to provide enough detailed information and demonstrate why your product is the best solution compared to other similar options. This stage is especially important for vegan businesses since conscious consumers prioritize making informed choices and carefully consider their product and service choices.

Here are the top strategies for supporting leads at the consideration stage:

Case studies and testimonials

Case studies and testimonials are a great way to build the trust and credibility of your vegan brand and provide an opportunity to showcase real-life examples of how your product or service can help your target audience. People at this stage are looking for proof that your business legitimately delivers on its promises. In fact, 92% of consumers say they read testimonials and customer reviews when they are deciding to make a purchase. For vegan businesses, trust is huge. More often than not, the target audience of a vegan business will have concerns about product quality, sustainability, ethical sourcing, etc. For example, a vegan meal delivery service might showcase a case study of a customer who wanted to implement more plant-based options into their diet but was struggling with what to make. And a testimonial could address concerns about things like taste, portion sizes, and variety. Collect and share authentic customer success stories and reviews across your marketing channels, including on your website, social media, and ads.

2. Email marketing campaigns

Email marketing campaigns are always useful tools for nurturing leads, but the type of emails sent should be tailored to each lead's specific stage. In order to effectively target those at the consideration stage, you need to segment your email list. You can segment based on factors like demographics, engagement, and purchase history, as they won’t have purchased from you yet. This way, you can deliver highly targeted content that aligns with them.

In the consideration stage, email content should focus on educating leads about the benefits and unique qualities of your products and services. Some of the best types of content for your email campaigns include:

Customer testimonials
Product comparisons
Blog articles
Case studies
Upcoming workshops/webinars

Focus on quality, ingredients, sustainability, and ethical sourcing to highlight the distinct advantages of choosing your brand. The best part about email campaigns is that you can simply repurpose content from your online blog and social media or case studies and reviews, helping you save time and resources.

3. Webinars and workshops

Hosting webinars and workshops is a fantastic way to dive deeper into topics, connect directly with potential customers, and build a genuine relationship while boosting your brand's credibility. You could invite experts to chat about plant-based nutrition, lead cooking demos with your products, or spark conversations about ethical and environmental issues. For instance, a vegan nutritionist could present a webinar on "Plant-Based Diets for Athletes," showcasing their expertise, services, and products. Promote your webinars through social media, email, and partnerships with relevant influencers or organizations to maximize attendance.

Stage 3: Decision

Customers in the decision stage have weighed their options and are ready to purchase. A well-timed nudge can be the final push they need to convert. They might be stuck deciding between a few options, and the objective at this stage is to convince the customer that your product is the best choice, create a sense of urgency, and offer incentives while also making the purchasing process as easy as possible.

Here are the top strategies for converting leads at the decision stage:

Free trials and samples

Everyone loves a freebie! Offering free trials and samples reduces the risk for the customer and gives them the chance to experience your product or service firsthand, alleviating any concerns about product quality, taste, or fit. It provides you with an opportunity to physically demonstrate your product value and also gives you the opportunity to collect valuable data by analyzing trial or sample usage. Vegan cosmetics companies could provide sample-size products, or a vegan personal trainer could offer a free consultation. Promoting your free trial, consultation, or sample offer through your website, social media, and email campaigns to build interest.

2. Detailed product pages

Product pages are your best opportunity to provide all the necessary information to make an informed purchase decision. Leave no stone unturned. Any questions that potential customers could have that could make them hesitate to click ‘buy’ need to be answered on your product page. Make sure you have clear and compelling product descriptions and high-quality, professional images that showcase your product effectively. Include detailed ingredient lists and nutrition information, reviews, and provide additional information about how to use it, its environmental impact and its connection to vegan values. And don’t forget a strong call-to-action with highly visible ‘add to cart’ or ‘buy now’ buttons.

3. Discounts and promotions

Why do you think so many people wait for Black Friday or Amazon Prime Day to purchase items on their wishlists? They want that discount! Vegans, or non-vegans seeking vegan products, are conscious consumers and, therefore, very strategic with their purchasing decisions. Instead of just pressing ‘buy’ on everything that catches their interest, they tend to think through their decisions and have less sense of urgency. So it’s up to the brands to create that and give them the little nudge they need to convert.

Discounts and promotions create a sense of urgency and incentivize immediate purchases while making the customer feel that their purchase is valued. The customer will feel good about getting a deal, and your company will gain a new or repeat customer.

Here are some of the different types of discounts and promotions:

Percentage-based discounts (ie. 10% off)
Dollar value discounts ($5 off)
Buy-one-get-one (BOGO) deals
Loyalty programs (Reward repeat customers with points, discounts, or exclusive offers)
Seasonal promotions (link discounts to special occasions)
Referral programs (customers refer friends or family and get a discount)

Integrating the buyer’s journey into your marketing strategy

To make your marketing strategy truly effective, it's essential to weave the buyer's journey into every aspect of your plan. Here’s how you can do it:

Content Mapping: Think about your customers at every step of their journey. Create a content map that pinpoints what they need to know at each stage. Then, build a content calendar to keep your messaging consistent and timely.

Marketing Automation: Use marketing automation tools to get personal with your audience. Segment your contacts and tailor your content to match where they are in their journey. Automated email sequences, retargeting ads, and personalized landing pages can make your engagement efforts much more impactful.

Analytics and Adjustments: Keep a close eye on how your marketing efforts are performing. Use tools like Google Analytics, social media insights, and email marketing metrics to track your success. Let data guide you to make informed adjustments, ensuring you're always improving and staying relevant.In Summary

Understanding the buyer's journey is not just a marketing tactic—it's a way to connect with individuals who share a passion for sustainability and ethical consumption. By recognizing and addressing the unique needs of potential customers at each stage, you can build trust, educate, and ultimately inspire them to make mindful choices. Remember, your mission is not only to sell a product but to foster a community around shared values. This journey is about more than conversion rates; it's about making a meaningful impact on the world, one informed customer at a time. So, take the time to understand your audience, meet them where they are, and guide them with compassion and integrity. Your dedication to this process will not only drive your business forward but also contribute to the larger movement toward a more ethical and sustainable future.

Visit The Conscious Content Initiative for further insights into marketing tailored to vegan enterprises or for one-on-one support in creating and implementing your own SEO and content strategies.